During the tumultuous year of 2020, when many businesses were facing the brunt of the COVID-19 pandemic, Madison native, Tony Lecy-Siewert, paved the way for a revolutionary business idea. Along with his New York City-based partner, Jamie Melbourne, the duo embarked on a journey to create a unique blend of makeup and skincare aimed at men. Today, the brand they forged, Apostle, has been selected as part of Ulta Beauty’s 2024 MUSE Accelerator Cohort, a significant milestone for the fledgling company.
Lecy-Siewert was firm in his mission – to make beauty accessible to men. Growing up on Hoard Street before moving to Fitchburg at the age of eight, his early passions were far removed from his latter-day venture. Sneakers, skateboarding, and snowboarding kindled in him a love for street fashion and design. The parallels between artists and skateboarders only fueled his interest.
Unlike what one would expect, Lecy-Siewert’s journey to the beauty industry was gradual. He set his foundations through rigorous rounds of education and practice in design and fashion, traversing various institutions like the University of Wisconsin–Milwaukee, the Milwaukee Institute of Art and Design, and the School of Visual Arts in Manhattan. Subsequent to his studies, he relocated to Hong Kong where he opened a showroom to display his fashion creations.
2009 saw Lecy-Siewert venture into the world of luxury brands. After returning to New York City, he collaborated with the esteemed brand, Versace. This marked a significant transformation in his career trajectory, nudging him towards branding and fashion marketing. He went on to co-establish Stella Giovanni, a branding agency in 2014, and Cherry Pick, a beauty technology company, in 2018.
However, his astute observation of a gap in the market for men’s cosmetic products, especially in North America, drove him to sell his tech company. He took up the mantle of consultation in the rapidly evolving men’s cosmetic space. This brought him into collaboration with Jamie Melbourne in May 2020, who needed expert consultation for constructing a men’s beauty brand.
A few months into their working relationship, it became clear that their professional harmony was extraordinary. Recognizing the potential, they jointly decided to embark on the creation of Apostle. The next two years were dedicated to assembling a core team, which culminated in the launch of Apostle in July 2023.
Lecy-Siewert and Melbourne’s extensive industry experience helped them recognize the Ulta Beauty MUSE Accelerator program’s potential. However, it wasn’t initially part of their roadmap. Nevertheless, they decided to try their luck, and their decision was highly rewarded. Ulta Beauty announced Apostle as one of the eight members of its MUSE Accelerator 2024 Cohort on September 16.
Being a part of the MUSE Accelerator program is a stepping-stone for the brand. The 10-week program includes a curriculum covering brand strategy, product development, and other topics crucial for retail readiness. Furthermore, each brand that makes it to the cohort is awarded $50,000 and a potential retail partnership with Ulta Beauty.
Lecy-Siewert’s plans for the brand’s growth are firmly in place. By participating in the program, he believes it will aid them in their ambition of becoming a North American leader in men’s cosmetics by 2028. He confidently claims they were chosen because of their potential as catalysts for change and their promising future. The innovative approach by Lecy-Siewert and Melbourne is undoubtedly a game-changer in the men’s beauty market. With steadfast determination, Apostle is set on its path towards transforming men’s perception of beauty by making cosmetics for accessible and accepted among men.
