SEL-LEB MARKETING INC
DEF 14A, 1997-04-29
DRUGS, PROPRIETARIES & DRUGGISTS' SUNDRIES
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<PAGE>
                       SECURITIES AND EXCHANGE COMMISSION
 
                             WASHINGTON, D.C. 20549
 
                            SCHEDULE 14A INFORMATION
 
                Proxy Statement Pursuant to Section 14(a) of the
 
                        Securities Exchange Act of 1934
 
    Filed by the Registrant /X/
 
    Filed by a Party other than the Registrant / /
 
    Check the appropriate box:
    / /  Preliminary Proxy Statement
    / /  Confidential, for Use of the Commission Only (as permitted by Rule
         14a-6(e)(2))
    /X/  Definitive Proxy Statement
    / /  Definitive Additional Materials
    / /  Soliciting Material Pursuant to Section240.14a-11(c) or
         Section240.14a-12
 
                                     SEL-LEB MARKETING, INC.
- --------------------------------------------------------------------------------
                (Name of Registrant as Specified in Its Charter)
 
- --------------------------------------------------------------------------------
    (Name of Person(s) Filing Proxy Statement if other than the Registrant)
 
Payment of Filing Fee (Check the appropriate box):
 
/X/  No fee required.
/ /  Fee computed on table below per Exchange Act Rules 14a-6(i)(4) and 0-11.
     (1)     Title of each class of securities to which transaction applies:
                                           N/A
     (2)      Aggregate number of securities to which transaction applies:
                                           N/A
     (3) Per unit price or other underlying value of transaction computed
         pursuant to Exchange Act Rule 0-11 (Set forth the amount on which the
         filing fee is calculated and state how it was determined):
                                           N/A
     (4)            Proposed maximum aggregate value of transaction:
                                           N/A
     (5)                             Total fee paid:
                                           N/A
/ /  Fee paid previously with preliminary materials.
/ /  Check box if any part of the fee is offset as provided by Exchange Act Rule
     0-11(a)(2) and identify the filing for which the offsetting fee was paid
     previously. Identify the previous filing by registration statement number,
     or the Form or Schedule and the date of its filing.
     (1)                         Amount Previously Paid:
                                           N/A
     (2)              Form, Schedule or Registration Statement No.:
                                           N/A
     (3)                              Filing Party:
                                           N/A
     (4)                               Date Filed:
                                           N/A
<PAGE>
                   S E L - L E B  M A R K E T I N G,  I N C.
 
                                495 RIVER STREET
 
                           PATERSON, NEW JERSEY 07524
 
                            ------------------------
 
                    NOTICE OF ANNUAL MEETING OF SHAREHOLDERS
 
                                  MAY 29, 1997
 
                            ------------------------
 
To the Shareholders:
 
    NOTICE IS HEREBY GIVEN that the Annual Meeting of the Shareholders of
Sel-Leb Marketing, Inc. (the "Company") will be held on May 29, 1997 at 10:00
a.m. (local time) at the Friars' Club, 57 East 55th Street, New York, New York
for the following purposes:
 
        1.  To elect nine members to the Board of Directors to serve until the
    next annual meeting of shareholders and until their respective successors
    are duly elected and qualified;
 
        2.  To consider and vote upon a proposal to amend the 1995 Stock Option
    Plan of the Company to (a) increase by 500,000 shares the number of shares
    of the Company's Common Stock available for options to be granted under the
    Plan and (b) limit the total number of shares for which options may be
    granted to any one optionee in any year to 150,000 shares; and
 
        3.  To transact such other business as may properly come before the
    meeting or any adjournment thereof.
 
    The Board of Directors has fixed April 14, 1997 as the record date for the
determination of the shareholders entitled to notice of and to vote at such
meeting or any adjournment thereof, and only shareholders of record at the close
of business on that date are entitled to notice of and to vote at such meeting.
 
    A COPY OF THE COMPANY'S ANNUAL REPORT FOR THE FISCAL YEAR ENDED DECEMBER 31,
1996 IS ENCLOSED HEREWITH.
 
    You are cordially invited to attend the meeting. Whether or not you plan to
attend, you are urged to complete, date and sign the enclosed proxy and return
it promptly. If you receive more than one form of proxy, it is an indication
that your shares are registered in more than one account, and each such proxy
must be completed and returned if you wish to vote all of your shares eligible
to be voted at the meeting.
 
                                          By Order of the Board of Directors,
 
                                          Jorge Lazaro
 
                                          SECRETARY
 
Dated: Paterson, New Jersey
 
       April 29, 1997
 
                            YOUR VOTE IS IMPORTANT.
 
THE ATTACHED PROXY STATEMENT SHOULD BE READ CAREFULLY. SHAREHOLDERS ARE URGED TO
SIGN, DATE AND MAIL THE ENCLOSED PROXY IN THE ENCLOSED POSTAGE PAID ENVELOPE. NO
ADDITIONAL POSTAGE IS REQUIRED IF MAILED IN THE UNITED STATES. YOU MAY REVOKE
YOUR PROXY AT ANY TIME BEFORE IT IS VOTED BY GIVING WRITTEN NOTICE TO THE
COMPANY. IF YOU ATTEND THE ANNUAL MEETING, YOU MAY VOTE IN PERSON THOUGH YOU
HAVE PREVIOUSLY SENT IN YOUR PROXY.
<PAGE>
                   S E L - L E B  M A R K E T I N G,  I N C.
 
                                495 RIVER STREET
 
                           PATERSON, NEW JERSEY 07524
 
                            ------------------------
 
                          P R O X Y  S T A T E M E N T
 
                             ---------------------
 
    The enclosed proxy is solicited on behalf of the Board of Directors of
Sel-Leb Marketing, Inc. (the "Company") pursuant to this proxy statement (to be
mailed on or about April 29, 1997) for use at the Annual Meeting of Shareholders
to be held at the time and place shown in the attached notice of annual meeting
and at any adjournment or postponement thereof (the "Annual Meeting"). Shares
represented by properly executed proxies, if returned in time, will be voted at
the Annual Meeting as specified or, if not otherwise specified, in favor of the
election as directors of the nominees named herein and in favor of the adoption
of the amendment to the Company's 1995 Stock Option Plan (the "Stock Option
Plan") described herein. Such proxies are revocable at any time before they are
exercised by written notice to the Secretary of the Company or by your
requesting the return of the proxy at the Annual Meeting. Any later dated
proxies will revoke proxies submitted earlier.
 
                                  RECORD DATE
 
    The record date for the determination of holders of common stock, par value
$0.01 per share, of the Company ("Common Stock") who are entitled to notice of
and to vote at the Annual Meeting is April 14, 1997 (the "Record Date").
 
                               VOTING SECURITIES
 
    As of the Record Date, 8,689,227 shares of Common Stock of the Company were
outstanding. The number of outstanding shares of Common Stock, and all other
references contained in this proxy statement to numbers of shares of Common
Stock, give effect to the share distribution effected by the Company on February
29, 1996, pursuant to which each holder of shares of Common Stock of record on
February 2, 1996 received two additional shares of Common Stock for every share
held on such date (the "Share Distribution"). Holders of record of Common Stock
as of the Record Date will be entitled to one vote for each share held. A
majority of all shares of Common Stock issued, outstanding and entitled to vote
at the Annual Meeting, present in person or represented by proxy, shall
constitute a quorum. Abstentions and broker non-votes are considered present for
purposes of determining whether the quorum requirement is met. A broker non-vote
occurs when a nominee holds shares for a beneficial owner but cannot vote on a
proposal because the nominee does not have discretionary voting power and has
not received instructions from the beneficial owner as to how to vote the
shares. Brokers which are members of the New York Stock Exchange or American
Stock Exchange are permitted to vote their clients' proxies in their own
discretion as to the election of directors if such brokers have transmitted
proxy soliciting materials to their clients and the clients have not furnished
voting instructions by the date specified in the statement accompanying such
materials.
 
    With respect to the matters to come before the shareholders at the Annual
Meeting, (i) the election of directors (Proposal No. 1) shall be determined by a
plurality of the voting power present in person or represented by proxy at the
Annual Meeting and entitled to vote and (ii) the proposal to approve the
amendment to the Stock Option Plan (Proposal No. 2) shall be determined by the
affirmative vote of a majority of the voting power present in person or
represented by proxy at the Annual Meeting and entitled to vote. With respect to
the election of directors, only shares that are voted in favor of a particular
nominee will be counted towards such nominee's achievement of a plurality.
Shares present at the Annual Meeting that are not voted for a particular
nominee, shares present by proxy where the shareholder properly withholds
authority to vote for such nominee, and broker non-votes will not be counted
towards such nominee's achievement of a plurality. With respect to Proposal No.
2, if the shareholder abstains from voting or directs his proxy to abstain from
voting, the shares are considered present at the Annual Meeting
<PAGE>
for such matter but, since they are not affirmative votes for the matter, will
have the same effect as votes against the matter. With respect to broker
non-votes on such matter, the shares are not considered present at the Annual
Meeting for such matter and they are, therefore, not counted in respect of such
matter. Such broker non-votes have the practical effect of reducing the number
of affirmative votes required to achieve a majority for such matter by reducing
the total number of shares from which the majority is calculated.
 
                     PRINCIPAL SHAREHOLDERS OF THE COMPANY
 
    The following table sets forth, as of the Record Date, the beneficial
ownership of shares of Common Stock by (i) each person who is known by the
Company to own more than 5% of the outstanding shares of Common Stock, (ii) each
director of the Company, each nominee for election as a director of the Company
and each executive officer of the Company listed in the Summary Compensation
Table and (iii) all of the Company's officers and directors as a group:
 
<TABLE>
<CAPTION>
                                                       AMOUNT AND NATURE OF
                                                            BENEFICIAL
NAME AND ADDRESS OF BENEFICIAL OWNER(1)                    OWNERSHIP(2)       PERCENT OWNED
- ----------------------------------------------------  ----------------------  -------------
<S>                                                   <C>                     <C>
Harold Markowitz....................................          1,354,625(3)          15.6%
Paul Sharp..........................................          1,355,125(4)          15.6%
Jorge Lazaro........................................          1,354,625(5)          15.6%
Jan Mirsky..........................................            624,439(6)           6.7%
Jack Koegel.........................................            139,500(7)           1.6%
Stanley R. Goodman..................................             20,000(8)          *
Edward C. Ross......................................              5,000(9)          *
L. Douglas Bailey...................................             10,000(10)         *
Carl A. Bellini.....................................                -0-             *
All officers and directors as a group (8 persons)...          4,863,314(3-10)       51.2%
</TABLE>
 
- ------------------------
 
*   Less than 1%
 
 (1) The address for each such person is c/o Sel-Leb Marketing, Inc., 495 River
    Street, Paterson, New Jersey 07524.
 
 (2) A person is deemed to be the beneficial owner of securities that can be
    acquired by such person within 60 days from the date of this Proxy Statement
    upon the exercise of options or warrants. Each beneficial owner's percentage
    ownership is determined by assuming that options or warrants that are held
    by such person (but not those held by any other person) and which are
    exercisable within 60 days from the date of this Proxy Statement have been
    exercised. Unless otherwise noted, the Company believes that all persons

                                       2
<PAGE>

    named in the table have sole voting and investment power with respect to all
    shares of Common Stock beneficially owned by them.
 
 (3) Includes 5,625 shares of Common Stock issuable upon exercise of options
    granted to Mr. Markowitz under the Stock Option Plan. Does not include
    16,875 shares of Common Stock issuable upon exercise of options granted to
    Mr. Markowitz under the Stock Option Plan which are not exercisable within
    60 days of the date of this Proxy Statement.
 
 (4) Includes 5,625 shares of Common Stock issuable upon exercise of options
    granted to Mr. Sharp under the Stock Option Plan. Does not include 16,875
    shares of Common Stock issuable upon exercise of options granted to Mr.
    Sharp under the Stock Option Plan which are not exercisable within 60 days
    of the date of this Proxy Statement.
 
 (5) Includes 5,625 shares of Common Stock issuable upon exercise of options
    granted to Mr. Lazaro under the Stock Option Plan. Does not include 16,875
    shares of Common Stock issuable upon exercise of options granted to Mr.
    Lazaro under the Stock Option Plan which are not exercisable within 60 days
    of the date of this Proxy Statement.

 (6) Includes (i) 381,689 shares of Common Stock issuable upon exercise of a
    warrant granted to Mr. Mirsky by the Company and (ii) 242,750 shares of
    Common Stock issuable upon exercise of options granted to Mr. Mirsky under
    the Stock Option Plan. Does not include 251,250 shares of Common Stock
    issuable upon exercise of options granted to Mr. Mirsky under the Stock
    Option Plan which are not exercisable within 60 days of the date of this
    Proxy Statement.
 
 (7) Includes 139,500 shares of Common Stock issuable upon the exercise of
    options granted to Mr. Koegel under the Stock Option Plan. Does not include
    187,500 shares of Common Stock issuable upon exercise of options granted to
    Mr. Koegel under the Stock Option Plan which are not exercisable within 60
    days of the date of this Proxy Statement.
 
 (8) Includes 20,000 shares of Common Stock issuable upon exercise of options
    granted to Mr. Goodman under the Company's 1995 Nonemployee Directors' Stock
    Option Plan (the "Nonemployee Directors' Plan").
 
 (9) Includes 5,000 shares of Common Stock issuable upon exercise of options
    granted to Mr. Ross under the Nonemployee Directors' Plan.
 
(10) Includes 10,000 shares of Common Stock issuable upon exercise of options
    granted to Mr. Bailey under the Nonemployee Directors' Plan.
 
                                 PROPOSAL NO. 1
 
                             ELECTION OF DIRECTORS
 
    Pursuant to authority granted to it by the Company's Amended and Restated
By-Laws, the Board of Directors has elected to increase the size of the Board of
Directors from eight members to nine members, effective immediately prior to the
Annual Meeting. The Board of Directors has nominated the nine individuals whose
names are set forth below for election to the Board of Directors, each to hold
office until the next Annual Meeting of Shareholders and until his successor is
duly elected and qualified. Unless otherwise specified, the enclosed proxy will
be voted in favor of the persons named below, all of whom, other than Mr.
Bellini, are now directors of the Company. In the event that any of such
nominees for election at the Annual Meeting should become unavailable for
election for any reason not presently known, it is intended that votes will be
cast pursuant to the accompanying proxy for such substitute nominees as the
Board of Directors may designate unless the Board of Directors reduces the
number of directors. The directors are to be elected by the affirmative vote of
the holders of a plurality of the shares of Common Stock entitled to vote and
present in person or represented by proxy at the Annual Meeting.
 
                                       3
<PAGE>
RECOMMENDATION OF BOARD OF DIRECTORS
 
    The Board of Directors recommends a vote FOR election of the nominees
identified below as directors of the Company.
 
INFORMATION REGARDING NOMINEES
 
    The information set forth below, furnished to the Board of Directors by the
respective individuals, shows as to each nominee for election as a director of
the Company (i) his name and age, (ii) his principal position with the Company,
(iii) his principal occupation or employment, if different, and (iv) the month
and year in which he began to serve as a director.
 
<TABLE>
<CAPTION>
                                                            PRINCIPAL OCCUPATION
NAME AND AGE                                                   OR EMPLOYMENT                     DIRECTOR SINCE
- ---------------------------------------------  ----------------------------------------------  ------------------
<S>                                            <C>                                             <C>
 
Harold Markowitz (56)........................  Chairman of the Board of the Company            September 1993
 
Paul Sharp (47)..............................  President and Chief Executive Officer of the    December 1994
                                               Company
 
Jan S. Mirsky (56)...........................  Executive Vice President--Finance and Chief     December 1994
                                               Operating Officer of the Company
 
Jorge Lazaro (48)............................  Executive Vice President and Secretary of the   September 1993
                                               Company
 
Jack Koegel (45).............................  Vice Chairman of the Board of the Company       December 1994
 
Stanley R. Goodman (67)......................  Partner, Goodman, Saperstein & Cuneo (law       December 1994
                                               firm)
 
Edward C. Ross (53)..........................  Partner, Finkle, Ross & Rost (accounting firm)  December 1994
 
L. Douglas Bailey (55).......................  President, Bailey & Associates, Inc.            March 1996
                                               (consulting firm); President and Chief
                                               Executive Officer, Precision Fixtures and
                                               Graphics (manufacturing company)
 
Carl A. Bellini (63).........................  Executive Vice President and Chief Operating    N/A
                                               Officer, Revco D.S. Inc. (retail drugstore
                                               chain)
</TABLE>
 
                                       4
<PAGE>
BIOGRAPHICAL INFORMATION REGARDING DIRECTORS
 
    HAROLD MARKOWITZ, a co-founder of the Company, has been Chairman of the
Board of the Company since December 1994. Prior to such time, he served as
President and a director of the Company from its inception in September 1993 to
December 1994. Mr. Markowitz was also a co-founder of Linette Cosmetics, Inc.
("Linette Cosmetics") and served as a director of Linette Cosmetics from its
inception in 1985 until the May 1995 merger of Linette Cosmetics with and into
the Company (the "Linette Merger"). In 1986, Mr. Markowitz co-founded Beauty
Labs, Inc. ("Beauty Labs"), a publicly-held company which marketed cosmetics and
other accessories to mass merchandisers, and served as the Chairman of the Board
and a director of Beauty Labs from 1987 to 1991. Since 1979, Mr. Markowitz has
served as a director and President and, together with his wife, as sole
shareholders, of Sela Sales Ltd., a trading company founded by Mr. Markowitz
which engaged in secondary sourcing of merchandise for distribution into major
retail outlets until it ceased conducting such operations in November 1988.
 
    PAUL SHARP has served as Chief Executive Officer of the Company since May
1995 and as President and a director of the Company since December 1994. Mr.
Sharp also served as Secretary and Treasurer and a director of Linette Cosmetics
from 1990 to December 1994. From 1987 to 1989, Mr. Sharp served as Corporate
Vice President of Zayre Corporation, a mass merchandising retailer, where he was
responsible for the fragrance, cosmetic and health and beauty product lines.
Prior to 1987, Mr. Sharp served in various other capacities at Zayre Corporation
and on the Retail Advisory Board of The Gillette Company, a manufacturer of
personal care products, and was engaged as a retail marketing consultant for
Smith-Kline Beecham Company, a manufacturer of health and beauty aids and
pharmaceuticals.
 
    JAN MIRSKY has served as the Chief Operating Officer and Executive Vice
President-Finance of the Company since January 1995 and as a director of the
Company since December 1994. In addition, he acted as a marketing consultant to
the Company from January 1994 to January 1995, at which time he became an
employee of the Company. From 1991 to January 1995, Mr. Mirsky was engaged as an
independent management, marketing and financial consultant. Mr. Mirsky also
served as a director of Builders Transport, Inc., a publicly-held trucking
company, from 1992 to 1995, and from 1984 to 1991 served as the Chief Financial
Officer and a director of Angio-Medical Corporation, a publicly-held
bio-pharmaceutical company co-founded by him which ceased conducting business in
1991.
 
    JORGE LAZARO, a co-founder of the Company, has been Executive Vice President
of the Company since May 1995 and the Secretary and a director of the Company
since its inception in September 1993. Mr. Lazaro also served as the President
of the Company from December 1994 to May 1995 and as Treasurer of the Company
from its inception to December 1994. Mr. Lazaro was also a co-founder of Linette
Cosmetics and served as President and a director of Linette Cosmetics from its
inception in 1985 until the Linette Merger, and has served as the Secretary and
Treasurer and as a director of Lea Cosmetics, Inc. ("Lea Cosmetics") from its
inception in October 1992 until the merger of Lea Cosmetics with and into the
Company in August 1995. Mr. Lazaro has also served, since 1989, as a director
and President of H. Howlin International Inc., a trading company founded by Mr.
Lazaro and of which he is the sole shareholder which, until it ceased conducting
operations in March 1993, imported and marketed health and beauty aids to the
United States market. In addition, since 1991 Mr. Lazaro has served as a
director and the Secretary and Treasurer of Lazmar Inc., a company co-founded by
him which, until it ceased conducting its day-to-day business operations in July
1993, acted as a distributor of health and beauty aids and fragrances.
 
    JACK KOEGEL has served as the Vice Chairman of the Company since September
1995 and as a director of the Company since December 1994. From 1993 until
September 1995, Mr. Koegel served as President of Retail Concepts 2000, Inc., a
retail consulting company founded by him. Mr. Koegel served as President of Twin
Valu Stores (a division of Super Valu Inc.) from 1991 to 1993 and as Executive
Vice President of ShopKo Stores/Twin Valu Stores (a division of Super Valu Inc.)
from 1989 to 1991.
 
                                       5
<PAGE>
    STANLEY R. GOODMAN has served as Assistant Secretary of the Company since
May 1995 and as a director of the Company since December 1994. Since February
1994, Mr. Goodman has been a partner at Goodman Saperstein & Cuneo, a law firm
specializing in statutory and regulatory issues concerning pharmaceuticals,
cosmetics and related consumer products, and from 1989 to February 1994 was a
partner of Goodman & Saperstein, a predecessor to his current firm. He also
served as a director and General Counsel of Beauty Labs from 1987 until the time
of its merger with Robern Industries, Inc. in 1992.
 
    EDWARD C. ROSS has served as a director of the Company since December 1994.
Mr. Ross has been a partner in the accounting firm of Finkle, Ross & Rost since
1975. He has also been involved as a principal in various start-up companies as
well as established operating businesses, ranging in type from manufacturing to
real estate to financial consulting. Mr. Ross is a Certified Public Accountant
in New York and New Jersey, and is a member of the American Institute of
Certified Public Accountants.
 
    L. DOUGLAS BAILEY has served as a director of the Company since March 1996.
Beginning in 1996, Mr. Bailey became the President and Chief Executive Officer
of Precision Fixtures and Graphics, a manufacturer of store fixtures, and since
1995 he has served as President of Bailey & Associates, Inc., a consulting firm
for the retail industry. Mr. Bailey also serves as a developer for Regent
Properties, an industrial property development and management company founded
and operated by Mr. Bailey and his wife. From 1993 to 1995, Mr. Bailey served as
President of Home Shopping Club, Inc., a subsidiary of Home Shopping Network,
Inc. and the operator of Home Shopping Network, a live, customer-interactive
retail sales television network, and from 1970 to 1992 served as the Senior Vice
President of Eckerd Drug Company, a retail drug store chain.
 
    CARL A. BELLINI has been nominated to serve as a director of the Company.
Since October 1993, Mr. Bellini has served as Executive Vice President and Chief
Operating Officer and, from August 1992 to October 1993, Mr. Bellini served as
Executive Vice President of Marketing and Stores, of Revco D.S. Inc. ("Revco"),
a publicly-held retail drugstore chain which filed a bankruptcy proceeding in
July 1988 and subsequently emerged from bankruptcy in June 1992. Mr. Bellini has
also served as a director of Revco since August 1994. From December 1991 to
April 1992, Mr. Bellini served as Acting Chief Operating Officer of Standard
Brands Paint Co., which filed a bankruptcy proceeding in March 1992 and emerged
from bankruptcy during 1993. From June 1989 to June 1991, Mr. Bellini served as
President and Chief Executive Officer of Erol's, Inc., a video and electronics
chain based in Washington, D.C., and, from December 1987 to June 1989, served as
Executive Vice President of Store Operations of Revco.
 
MEETINGS AND COMMITTEES OF THE BOARD
 
    The Board of Directors of the Company held five meetings during 1996 and
acted by written consent on one occasion. All directors attended 75% or more of
the total number of meetings of the Board and of the committees of which they
were members.
 
    The Executive Committee, the Audit Committee, the Stock Option Committee and
the Compensation Committee are the only standing committees of the Board. There
is no formal nominating committee; the Board of Directors or the Executive
Committee performs this function.
 
    The Executive Committee, which is currently composed of Mr. Markowitz, its
Chairman, and Messrs. Sharp, Mirsky, Lazaro and Koegel, has all the powers of
the Board of Directors in the management of the business and affairs of the
Company, except as such powers are limited by the New York Business Corporation
Law. During 1996, the Executive Committee held eight meetings.
 
    The Audit Committee, which is currently composed of Mr. Ross, its Chairman,
and Messrs. Goodman and Koegel, consults with the auditors of the Company and
such other persons as the members deem appropriate, reviews the preparations for
and scope of the audit of the Company's annual financial statements, makes
recommendations as to the engagement and fees of the independent auditors, and
performs such other duties relating to the financial statements of the Company
as the Board of Directors may assign from time to time. The Audit Committee held
one meeting during 1996.
 
                                       6
<PAGE>
    The Stock Option Committee, which is currently composed of Mr. Goodman, its
Chairman, and Mr. Ross, has all of the powers of the Board of Directors,
including the authority to issue stock or other securities of the Company, in
respect of any matters relating to the administration of the Company's stock
option plans (other than the grant of options under the Non-Employee Directors'
Plan). The Stock Option Committee held five meetings during 1996.
 
    The Compensation Committee, which is currently composed of Mr. Markowitz,
its Chairman, and Messrs. Goodman and Ross, reviews with the Board of Directors
on a periodic basis existing and proposed compensation plans, programs and
arrangements for executive officers and other employees. All recommendations
regarding compensation arrangements for Mr. Markowitz are made solely by Messrs.
Goodman and Ross. The Compensation Committee held one meeting during 1996.
 
COMPLIANCE WITH SECTION 16(A) OF THE SECURITIES EXCHANGE ACT OF 1934
 
    Section 16(a) of the Securities Exchange Act of 1934, as amended (the
"Exchange Act"), requires officers and directors of the Company and holders of
more than 10% of the Common Stock (collectively, "Reporting Persons") to file
reports of ownership and changes in ownership of the Common Stock with the
Securities and Exchange Commission within certain time periods and to furnish
the Company with copies of all such reports. Based solely on its review of the
copies of such reports furnished to the Company by such Reporting Persons or on
the written representations of such Reporting Persons that no reports on Form 5
were required, the Company believes that during the year ended December 31,
1996, all of the Reporting Persons complied with their Section 16(a) filing
requirements.
 
DIRECTORS' COMPENSATION
 
    Each director who is not an employee of the Company was paid $500 for each
meeting of the Board of Directors attended by such director during 1996. The
Company also reimbursed each such director for all reasonable expenses incurred
by him in attending meetings. In addition, non-employee directors of the Company
are eligible to participate in the Nonemployee Director's Plan, pursuant to
which each non-employee director is automatically granted (i) upon becoming a
director of the Company, an option to purchase 5,000 shares of Common Stock and
(ii) each year, on the day of the Company's annual meeting of shareholders, an
option to purchase 5,000 shares of Common Stock. On the effective date of the
Company's initial public offering (the "IPO") in July 1995, the Company granted
to each of Messrs. Goodman, Koegel and Ross, pursuant to the Nonemployee
Directors' Plan, an option to purchase 15,000 shares of Common Stock. At the
time of such grant, Mr. Koegel was not an officer of the Company. In April 1996,
the Company granted to Mr. Bailey, upon his becoming a director of the Company,
an option to purchase 5,000 shares of Common Stock. In May 1996, the Company
granted to each of Messrs. Bailey, Goodman, Koegel and Ross, upon his being
re-elected as a director of the Company, an option to purchase 5,000 shares of
Common Stock.
 
                                       7
<PAGE>
                             EXECUTIVE COMPENSATION
 
SUMMARY COMPENSATION TABLE
 
    The following table sets forth certain information regarding the
compensation in each of the last three fiscal years of the person who served as
the Company's Chief Executive Officer during the fiscal year ended December 31,
1996, and the Company's four most highly compensated officers (other than the
Chief Executive Officer) who were serving as officers at December 31, 1996
(collectively, the "Named Officers").
<TABLE>
<CAPTION>
                                                                                                LONG TERM COMPENSATION
                                                                                         ------------------------------------
<S>                          <C>          <C>          <C>            <C>                <C>                <C>
                                                     ANNUAL COMPENSATION(2)                             AWARDS
                                          ---------------------------------------------  ------------------------------------
 
<CAPTION>
                                                                            OTHER           RESTRICTED         SECURITIES
NAME AND PRINCIPAL             FISCAL                      BONUS           ANNUAL              STOCK           UNDERLYING
POSITION(1)                     YEAR       SALARY($)        ($)        COMPENSATION($)      AWARD(S)($)      OPTIONS/SARS(#)
- ---------------------------  -----------  -----------  -------------  -----------------  -----------------  -----------------
<S>                          <C>          <C>          <C>            <C>                <C>                <C>
Paul Sharp.................        1996       99,159        -0-               8,628(3)             -0-             22,500
  President and                    1995      125,000        -0-               9,427(3)          -0-                -0-   (4)
  Chief Executive Officer          1994       -0-           -0-             135,333(5)(6)        -0-               -0-
 
Harold Markowitz...........        1996       88,143        -0-              12,434(7)          -0-                22,500
  Chairman of the                  1995      125,000        -0-              13,889(8)          -0-                -0-   (4)
  Board                            1994       31,250        -0-             100,126(6)(9)        -0-               -0-
 
Jan S. Mirsky..............        1996       91,226        -0-               5,554(10)         -0-                17,000
  Executive Vice                   1995      108,365        -0-               1,388(10)         -0-               477,000(11)
  President--Finance               1994       -0-           -0-              -0-                -0-                -0-
  and Chief
  Operating Officer
 
Jorge Lazaro...............        1996       99,159        -0-               9,600(12)         -0-                22,500
  Executive Vice                   1995      125,000        -0-               9,600(12)         -0-                -0-   (4)
  President and                    1994      125,000        -0-               3,333(6)          -0-                -0-
  Secretary
 
Jack Koegel................        1996       77,885        -0-              14,400(13)         -0-                -0-
  Vice Chairman of                 1995       25,000(14)      -0-            28,600(15)         -0-               390,000(16)
  the Board                        1994       -0-           -0-              -0-                -0-                -0-
 
<CAPTION>
 
<S>                          <C>              <C>
                                 PAYOUTS
                             ---------------
                                  LTIP              ALL OTHER
NAME AND PRINCIPAL               PAYOUTS          COMPENSATION
POSITION(1)                        ($)                 ($)
- ---------------------------  ---------------  ---------------------
<S>                          <C>              <C>
Paul Sharp.................        -0-                 -0-
  President and                    -0-                 -0-
  Chief Executive Officer          -0-                 -0-
Harold Markowitz...........        -0-                 -0-
  Chairman of the                  -0-                 -0-
  Board                            -0-                 -0-
Jan S. Mirsky..............        -0-                 -0-
  Executive Vice                   -0-                 -0-
  President--Finance               -0-                 -0-
  and Chief
  Operating Officer
Jorge Lazaro...............        -0-                 -0-
  Executive Vice                   -0-                 -0-
  President and                    -0-                 -0-
  Secretary
Jack Koegel................        -0-                 -0-
  Vice Chairman of                 -0-                    -0-
  the Board                        -0-                 -0-
</TABLE>
 
- ------------------------
 
(1) Mr. Mirsky was appointed Executive Vice President--Finance and Chief
    Operating Officer of the Company in January 1995 and did not serve as an
    officer or employee of the Company in 1994. Mr. Koegel was appointed Vice
    Chairman of the Board in September 1995, and did not serve as an officer or
    employee of the Company prior to September 1995.
 
(2) Annual compensation figures for Messrs. Sharp, Markowitz and Lazaro for 1995
    and 1994 include compensation paid to such individuals by the Company and by
    Linette Cosmetics, which was merged with and into the Company pursuant to
    the Linette Merger in May 1995.
 
(3) Represents amounts paid by the Company with respect to an automobile for use
    by Mr. Sharp in connection with his services to the Company.
 
                                       8
<PAGE>
(4) In July 1995, the Company granted to each of Messrs. Sharp, Markowitz and
    Lazaro, pursuant to the Company's Stock Option Plan, options to purchase an
    aggregate of 67,500 shares of Common Stock. In September 1995, each such
    individual agreed to the cancellation of such options by the Company.
 
(5) Includes $125,000 of sales commissions paid by the Company to Mr. Sharp and
    $7,000 for rent related to office use.
 
(6) Includes $3,333 paid by the Company in 1994 for directors' fees.
 
(7) Includes (i) $10,434 paid by the Company with respect to an automobile for
    use by Mr. Markowitz in connection with his services to the Company and (ii)
    $2,000 for certain membership fees paid by the Company on behalf of Mr.
    Markowitz.
 
(8) Includes (i) $10,068 paid by the Company with respect to an automobile for
    use by Mr. Markowitz in connection with his services to the Company and (ii)
    $3,821 for certain membership fees paid by the Company on behalf of Mr.
    Markowitz.
 
(9) Includes $96,793 of consulting fees paid by Linette Cosmetics to Sela Sales
    Ltd., a company founded by Mr. Markowitz and of which he and his wife are
    the sole shareholders.
 
(10) Represents amounts paid by the Company with respect to an automobile for
    use by Mr. Mirsky in connection with his services to the Company.
 
(11) Includes 477,000 shares underlying options granted to Mr. Mirsky by the
    Company in July 1995 pursuant to the Stock Option Plan. In September 1995,
    Mr. Mirsky agreed to the cancellation of additional options to purchase
    63,000 additional shares of Common Stock granted to him in July 1995 under
    the Stock Option Plan.
 
(12) Represents amounts paid by the Company with respect to an automobile for
    use by Mr. Lazaro in connection with his services to the Company.
 
(13) Includes (i) $4,800 paid by the Company to Mr. Koegel with respect to
    medical insurance purchased directly by him and (ii) $9,600 paid by the
    Company with respect to an automobile for use by Mr. Koegel in connection
    with his services to the Company.
 
(14) Represents salary paid to Mr. Koegel pursuant to his employment agreement
    for the period from October 1, 1995 to December 31, 1995 following his
    appointment as Vice Chairman of the Company.
 
(15) Includes (i) $25,000 paid by the Company for the construction of an office
    for Mr. Koegel in St. Paul, Minnesota, (ii) $1,200 paid by the Company to
    Mr. Koegel with respect to medical insurance purchased directly by him and
    (iii) $2,400 paid by the Company with respect to an automobile for use by
    Mr. Koegel in connection with his services to the Company.
 
(16) Includes (i) 15,000 shares underlying an option granted to Mr. Koegel by
    the Company in July 1995, prior to his becoming Vice Chairman of the
    Company, pursuant to the Nonemployee Directors' Plan and (ii) 375,000 shares
    underlying an option granted to Mr. Koegel by the Company in September 1995
    pursuant to the Stock Option Plan.
 
                                       9
<PAGE>
OPTION/SAR GRANTS DURING FISCAL 1996
 
    The following table provides information related to options granted to the
Named Executive Officers during fiscal 1996. No stock appreciation rights were
issued by the Company during fiscal 1996.
 
<TABLE>
<CAPTION>
                                                                         % OF TOTAL
                                                          NUMBER OF     OPTIONS/SARS
                                                         SECURITIES      GRANTED TO
                                                         UNDERLYING       EMPLOYEES       EXERCISE OR
                                                        OPTIONS/SARS      IN FISCAL          BASE        EXPIRATION
NAME                                                     GRANTED(#)         YEAR          PRICE($/SH)       DATE
- ------------------------------------------------------  -------------  ---------------  ---------------  -----------
<S>                                                     <C>            <C>              <C>              <C>
Paul Sharp............................................       22,500            17.4%       $   5.625       12/25/06
Harold Markowitz......................................       22,500            17.4%       $   5.625       12/25/06
Jan S. Mirsky.........................................       17,000            13.2%       $   5.625       12/25/06
Jorge Lazaro..........................................       22,500            17.4%       $   5.625       12/25/06
Jack Koegel...........................................       --              --               --             --
</TABLE>
 
AGGREGATED OPTION/SAR EXERCISES DURING FISCAL 1996 AND YEAR END OPTION/SAR
  VALUES
 
    The following table provides information related to options exercised by the
Named Executive Officers during fiscal 1996 and the number and value of options
and stock appreciation rights held at fiscal year end which are currently
exercisable. No stock appreciation rights were exercised during fiscal 1996.
 
<TABLE>
<CAPTION>
                                                                    NUMBER OF SECURITIES          VALUE OF UNEXERCISED
                                                                   UNDERLYING UNEXERCISED         IN-THE-MONEY OPTIONS/
                                       SHARES                      OPTIONS/SARS AT FY-END           SARS AT FY-END($)
                                     ACQUIRED ON      VALUE      ---------------------------   ---------------------------
NAME                                 EXERCISE(#)   REALIZED($)   EXERCISABLE   UNEXERCISABLE   EXERCISABLE   UNEXERCISABLE
- -----------------------------------  -----------   -----------   -----------   -------------   -----------   -------------
<S>                                  <C>           <C>           <C>           <C>             <C>           <C>
Paul Sharp.........................    -0-           -0-             5,625         16,875            703          2,109
Harold Markowitz...................    -0-           -0-             5,625         16,875            703          2,109
Jan S. Mirsky......................    -0-           -0-           242,750        251,250        974,327        975,390
Jorge Lazaro.......................    -0-           -0-             5,625         16,875            703          2,109
Jack Koegel........................    -0-           -0-           187,500(2)     187,500        562,500        562,500
</TABLE>
 
- ------------------------
 
(1) The values of Unexercised In-the-Money Options/SARs represents the aggregate
    amount of the excess of $5.75, the closing sales price for a share of Common
    Stock on December 31, 1996, over the relevant exercise price of all
    "in-the-money" options.
 
(2) In January 1997, Mr. Koegel exercised options granted to him under the Stock
    Option Plan to purchase 48,000 shares of Common Stock.
 
                                       10
<PAGE>
DESCRIPTION OF STOCK OPTION PLAN
 
    In May 1995, the Company adopted the Stock Option Plan, pursuant to which
stock options covering an aggregate of 1,350,000 shares of the Company's Common
Stock may be granted to employees (including officers), directors, consultants
and other persons who perform substantial services for or on behalf of the
Company. The Stock Option Plan is administered by the Stock Option Committee
(the "Committee"), which is vested with complete authority to administer and
interpret the Stock Option Plan, to determine the terms upon which options may
be granted, to prescribe, amend and rescind such interpretations and
determinations and to grant options. Under the Stock Option Plan, "incentive
stock options" ("Incentive Options") within the meaning of Section 422 of the
Internal Revenue Code of 1986, as amended (the "Code"), may be granted to
employees (including officers), and non-incentive stock options ("Non-incentive
Options") may be granted to employees and to other persons (including directors)
who perform substantial services for or on behalf of the Company. Incentive
Options and Non-incentive Options are collectively referred to herein as
"Options."
 
    The price at which shares covered by an Option granted under the Stock
Option Plan may be purchased pursuant thereto shall be determined by the
Committee, but shall be no less than the par value of such shares and no less
than the Fair Market Value (as hereinafter defined) of such shares on the date
of grant; provided, however, that in the case of Incentive Options, if the
optionee directly or indirectly beneficially owns more than 10% of the total
combined voting power of all of the outstanding voting stock of the Company (a
"10% Holder"), the purchase price shall not be less than 110% of the Fair Market
Value on the date of grant. As used herein, the term "Fair Market Value" means
the last sale price of a share of Common Stock as reported by the principal
quotation service on which the Common Stock is listed for the date of grant, if
available, or, if the last sale prices are not reported, the mean of the high
bid and low asked prices of a share of Common Stock as reported by such
principal quotation service for the date of grant; provided, however, that if no
such report is available for the date of grant, the Fair Market Value shall be
the last sale price or the mean of the high bid and low asked prices, as the
case may be, on the day next preceding such day for which there was a report;
and provided further, however, that if no such representative quotes are
available, the Fair Market Value shall mean the amount determined by the
Committee to be the fair market value pursuant to any reasonable method in
accordance with applicable regulations of the Internal Revenue Service.
 
    The purchase price of shares issuable upon exercise of an Option granted
under the Stock Option Plan may be paid in cash or by delivery of shares of
Common Stock having an aggregate Fair Market Value on the date of exercise equal
to the exercise price of the option. The Company may also loan the purchase
price to the optionee, or guarantee third-party loans to the optionee, on terms
and conditions acceptable to the Committee.
 
    Under the Stock Option Plan as currently in effect, there is no limit on the
maximum number of shares which may be optioned to any one person or on the
number of Options which any one person may receive under the Stock Option Plan,
except that the aggregate fair market value of the stock with respect to which
Incentive Options are first exercisable by any employee during any calendar year
under the Stock Option Plan and all other stock option plans of the Company
shall not exceed $100,000. To the extent that the Fair Market Value of the stock
with respect to which Incentive Options are first exercisable by any employee
during any calendar year (under all plans of the Company) exceeds $100,000, such
Options shall be treated as Options which are not Incentive Options. The number
of shares covered by an Option is subject to adjustment for stock dividends,
stock splits, mergers, consolidations, combinations of shares, reorganizations
and recapitalizations.
 
    The Stock Option Plan provides that Options may be exercised within a period
not exceeding ten years after the date of grant, except that the term of any
Incentive Options granted to a 10% Holder may not exceed five years from the
date of grant. Options are generally non-transferable except by will or by the
laws of descent and distribution, and during a participant's lifetime are
exercisable only by him or her. In addition, pursuant to the Stock Option Plan,
various limitations may apply to the exercise of Options by optionees whose
employment is terminated on retirement, disability or otherwise.
 
                                       11
<PAGE>
DESCRIPTION OF EMPLOYMENT AGREEMENTS, SEVERANCE ARRANGEMENTS AND CHANGE OF
  CONTROL ARRANGEMENTS
 
    EMPLOYMENT AGREEMENTS WITH MESSRS. MARKOWITZ, SHARP AND LAZARO.  On June 30,
1995, the Company entered into identical employment agreements with each of
Messrs. Markowitz, Sharp and Lazaro. Pursuant to such agreements, Messrs.
Markowitz, Sharp and Lazaro are employed as the Chairman of the Board, the
President and Chief Executive Officer, and an Executive Vice President,
respectively, of the Company. The agreements provide that such individuals shall
devote substantially all of their working time and attention to the business of
the Company. Each such agreement has an initial term of five years commencing
July 20, 1995, and shall be automatically renewable for successive one-year
periods unless either the Company or the employee elects not to renew his
employment. Pursuant to the employment agreements, as amended, Messrs.
Markowitz, Sharp and Lazaro received base salaries in 1996 of $88,143, $99,159
and $99,159, respectively, and are each entitled to receive an annual base
salary of $125,000 in each year during the remainder of the term of his
respective agreement, subject to such increases as shall be approved by the
Board of Directors of the Company. The employment agreements also provide that
each of Messrs. Markowitz, Sharp and Lazaro will be eligible to participate in
any medical insurance, pension, profit sharing or other employment benefit
programs generally made available to senior executives of the Company.
 
    EMPLOYMENT AGREEMENT WITH JAN MIRSKY.  On June 30, 1995, the Company entered
into an employment agreement with Mr. Mirsky, pursuant to which Mr. Mirsky is
employed as the Executive Vice President--Finance and Chief Operating Officer of
the Company and is to devote substantially all of his working time and attention
to the business of the Company. Such agreement, which became effective July 13,
1995, had an initial term of eighteen months, was automatically renewed for a
one-year period commencing January 13, 1997 and is automatically renewable for
successive one-year periods unless either the Company or Mr. Mirsky elects not
to renew his employment. Pursuant to the employment agreement, as amended, Mr.
Mirsky received a base salary in 1996 of $91,226, and is entitled to receive an
annual base salary of $115,000 in each year during the remainder of the term of
the agreement, subject to such increases as shall be approved by the Board of
Directors of the Company. The agreement further provides that Mr. Mirsky will be
eligible to participate in any medical insurance, pension, profit sharing or
other employment benefit programs generally made available to senior executives
of the Company.
 
    EMPLOYMENT AGREEMENT WITH JACK KOEGEL.  Pursuant to the Company's employment
agreement with Mr. Koegel, which became effective September 27, 1995, Mr. Koegel
is employed by the Company as the Vice Chairman of the Company, and is to devote
substantially all of his working time and attention to the business of the
Company. The agreement provides that services performed by Mr. Koegel shall be
rendered in the St. Paul, Minnesota metropolitan area, provided that Mr. Koegel
shall be required to travel as reasonably required by the business of the
Company. Such agreement has an initial term of thirty-six months and is
automatically renewable for successive one-year periods unless either the
Company or Mr. Koegel elects not to renew his employment. Pursuant to the
employment agreement, as amended, Mr. Koegel received a base salary of $77,885
in 1996, and is entitled to receive an annual base salary of $100,000 in each
year during the remainder of the term of the agreement, subject to such
increases as shall be approved by the Board of Directors of the Company. The
agreement further provides that Mr. Koegel will be eligible to participate in
any pension, profit sharing or other employment benefit programs generally made
available to senior executives of the Company other than medical insurance
benefits. However, the agreement provides that the Company will pay Mr. Koegel
$400 per month to cover costs incurred by him in purchasing medical insurance
directly. In addition, pursuant to the agreement, the Company provides Mr.
Koegel with a monthly automobile allowance of $800 and, in 1995, paid an
aggregate of $25,000 for the construction of an office for him in St. Paul,
Minnesota.
 
    Pursuant to the employment agreement, Mr. Koegel was granted an option in
September 1995 to purchase an aggregate of 375,000 shares of Common Stock at an
exercise price of $2.75 per share. In addition, the agreement provides that, in
the event the Company grants options, either under the Stock Option Plan or any
other stock option plan adopted by the Company, to Messrs. Markowitz, Sharp,
Mirsky and Lazaro during the term of Mr. Koegel's employment, Mr. Koegel shall
be entitled to receive a proportionate amount of additional options on such
terms as may be established by the Board of Directors.
 
                                       12
<PAGE>
    SEVERANCE ARRANGEMENTS.  Each of the employment agreements with Messrs.
Markowitz, Sharp, Lazaro, Mirsky and Koegel provides that the employee's
employment shall terminate (i) for "cause" (as defined in each of the respective
agreements), (ii) by reason of the employee's disability, resignation or death,
(iii) upon the expiration of the employment agreement in accordance with its
terms or (iv) in the event the employee is no longer employed by the Company
after a "Change of Control" (as defined below). Each of the agreements further
provides that, in the event the employee's employment terminates for any reason
(other than termination without cause or in connection with a Change of
Control), the employee shall be entitled to receive his annual base salary, and
any expense reimbursements, due and owing to him at the time of such
termination. In the event the employee is terminated without cause, the employee
shall be entitled to receive annual base salary and expense reimbursements then
due and owing to him, as well as a lump-sum severance payment in an amount equal
to his then annual base salary for the balance of the term of the employment
agreement.
 
    CHANGE OF CONTROL ARRANGEMENTS.  Each of the employment agreements with
Messrs. Markowitz, Sharp, Lazaro, Mirsky and Koegel provides that, in the event
of a Change of Control of the Company, each such employee will be entitled to
receive a lump-sum severance payment equal to three times his then annual base
salary if he is discharged for any reason (other than for cause) or terminates
his employment for "Good Reason" prior to the first anniversary of such Change
of Control, and shall be entitled to receive a lump-sum payment equal to his
then annual base salary if he voluntarily leaves the employ of the Company for
reasons other than discharge or for Good Reason prior to the first anniversary
of such Change of Control. As used in the employment agreements, the term
"Change of Control" means (a) any transaction or series of transactions
(including, without limitation, a tender offer, merger or consolidation) the
result of which is that any "person" or "group" (within the meaning of Sections
13(d) and 14(d)(2) of the Exchange Act), other than Messrs. Markowitz, Sharp,
Mirsky and Lazaro (and, in the case of Mr. Koegel's employment agreement, Mr.
Koegel) or certain related parties and any "person" or "group" solicited by any
of such persons or their related parties, (i) becomes the beneficial owner of
more than 50% of the total aggregate voting power of all classes of the voting
stock of the Company and/or warrants or options to acquire such voting stock,
calculated on a fully diluted basis, (ii) acquires all or substantially all of
the assets of the Company or (iii) enters into a contract with respect to any of
the foregoing, or (b) during any period of two consecutive years, individuals
who at the beginning of such period constituted the Company's Board of Directors
cease for any reason to constitute a majority of the directors then in office,
unless such majority of the directors then in office has been elected or
nominated by Messrs. Markowitz, Sharp, Mirsky and Lazaro (and, in the case of
Mr. Koegel's employment agreement, Mr. Koegel) or certain related parties. In
addition, as used in the agreements, the term "Good Reason" means (i) a change
in the status or position of the employee which reflects a change from the
status and position(s) as were in effect immediately prior to a Change of
Control, (ii) the assignment to the employee of any duties or responsibilities
which, in the employee's reasonable judgment, are inconsistent with his status
or position(s), (iii) the removal of the employee from his current position or
reduction in his pay or requiring him to relocate or (iv) the removal of the
employee, without his consent, to any location outside of the New York/New
Jersey metropolitan area (or, in the case of Mr. Koegel, the St. Paul, Minnesota
metropolitan area) for a continuous period of more than 30 days.
 
                              CERTAIN TRANSACTIONS
 
    Immediately prior to the consummation of the IPO in July 1995, Mr.
Markowitz, Mr. Sharp and H. Howlin International Inc. ("Howlin"), a company
founded by Mr. Lazaro and of which he is currently President and sole
shareholder, had outstanding loans to the Company in the amount of $289,667,
$189,667 and $289,667, respectively (collectively, the "Shareholder Loans"). In
connection with the IPO, $100,000 of each of the Shareholder Loans was converted
by the Company into units (the "Conversion Units"), each Conversion Unit
consisting (after giving effect to the Share Distribution) of three shares of
Common Stock and a warrant to purchase three shares of Common Stock, at the rate
of $5.00 per Conversion Unit. The balance of each of the Shareholder Loans was
repaid by the Company in March 1996.
 
    In July 1995, the Company repaid the entire amount outstanding under its
then existing borrowing arrangement with a bank. All amounts borrowed by the
Company pursuant to this arrangement had been jointly
 
                                       13
<PAGE>
and severally guaranteed by Messrs. Markowitz, Sharp and Lazaro, who had
subordinated an aggregate principal amount of $700,000 of the Shareholder Loans
to the bank.
 
    In October 1992, Messrs. Markowitz, Sharp and Lazaro and a fourth individual
founded Lea Cosmetics. Immediately prior to the consummation of the IPO in July
1995, each of Messrs. Markowitz, Sharp and Lazaro contributed to the Company his
20% equity interest in Lea Cosmetics, and the Company acquired from the
additional shareholder his 40% interest in Lea Cosmetics (the "Lea
Acquisition"). As a result, Lea Cosmetics became a wholly-owned subsidiary of
the Company and, in August 1995, was merged with and into the Company. During
the period from January 1, 1995 to the date of the Lea Acquisition, the Company
purchased approximately $750,000 of merchandise from Lea Cosmetics, which
purchases were made on an arm's-length basis.
 
    Prior to the Linette Merger, the Company and Linette Cosmetics were treated
as S Corporations for federal and certain state income tax purposes. As a
result, earnings of such companies during such period were taxed directly to
Messrs. Markowitz, Sharp and Lazaro, who comprised all of the shareholders of
the Company and Linette Cosmetics during such period, rather than to the Company
or Linette Cosmetics, as the case may be. On May 17, 1995, the Company declared
a distribution payable to such shareholders in an amount equal to the taxes
payable on the earnings of the Company during the period from the date of its
formation on September 21, 1993 (and, in the case of Linette Cosmetics, from
January 1, 1994) to the date of the consummation of the Linette Merger (the "S
Corporation Distribution"), such distribution to be payable following the
consummation of the IPO after the amount thereof had been determined. In
September and October 1995, the Company paid the S Corporation Distribution to
Messrs. Markowitz, Sharp and Lazaro in an aggregate amount of approximately
$156,250.
 
    In March 1993, Howlin ceased conducting operations and, in connection
therewith, transferred its inventory to the Company pursuant to a consignment
arrangement whereby the Company sold the inventory on Howlin's behalf, remitted
to Howlin an amount equal to the original cost to Howlin of the goods sold by
the Company and retained for its own account any profits received from the sale
of such goods. During 1995, the Company purchased from Howlin all inventory then
held by the Company pursuant to such arrangement for a purchase price of
approximately $13,800, which amount represented the original cost to Howlin of
such inventory.
 
    In March 1993, Lazmar Inc. ("Lazmar"), a company in which Mr. Lazaro owns
50% of the outstanding stock, delivered inventory to the Company pursuant to a
consignment arrangement similar to the Company's arrangement with Howlin. During
1995, the Company purchased from Lazmar all inventory then held by it pursuant
to such arrangement for a purchase price of approximately $70,000, which amount
represented the original cost to Lazmar of such inventory. At December 31, 1996,
the Company had an account payable to Lazmar of approximately $64,400.
 
    During the fiscal years ended December 31, 1995 and 1996, the Company sold
approximately $59,000 and $94,000, respectively, of merchandise to Revco. Carl
A. Bellini, a nominee for election to the Company's Board of Directors, is the
Executive Vice President, Chief Operating Officer and a director of Revco.
 
                                 PROPOSAL NO. 2
                         AMENDMENT OF STOCK OPTION PLAN
 
GENERAL
 
    The Stock Option Plan was approved by the Company's Board of Directors and
shareholders in May 1995 prior to the IPO. The purpose of the Stock Option Plan
is to attract, retain and motivate employees (including officers), directors,
consultants and other persons who perform substantial services for or on behalf
of the Company by enabling them to share in the future growth of the Company's
business. Pursuant to the Stock Option Plan as currently in effect, the Company
may grant such persons stock options covering an aggregate of 1,350,000 shares
of Common Stock. The Board of Directors of the Company has adopted, and
 
                                       14
<PAGE>
recommends that the shareholders of the Company approve the adoption of, an
amendment to the Stock Option Plan to (i) increase by 500,000 shares the number
of shares of the Company's Common Stock available for options to be granted
under the Stock Option Plan and (b) limit the total number of shares for which
options may be granted to any one optionee in any year to 150,000 shares. A copy
of the Stock Option Plan, as amended by the Board of Directors, is attached
hereto as Appendix A.
 
    The material features of the Stock Option Plan as currently in effect are
described above under "Executive Compensation--Description of Stock Option
Plan."
 
REASONS FOR AND PRINCIPAL EFFECTS OF THE PROPOSAL
 
    INCREASE IN NUMBER OF SHARES.  As of April 25, 1996, there were outstanding
under the Stock Option Plan stock options covering 1,114,000 shares of Common
Stock and only 75,500 shares of Common Stock available for future awards under
the Stock Option Plan. As the Compensation Committee believes that the Company's
stock-based performance compensation arrangements are beneficial in aligning
management's interests with those of the Company's shareholders over the long
term, the Board has adopted, and recommends that the shareholders approve the
adoption of, the amendment to the Stock Option Plan providing for the increase
in the number of shares of Common Stock which may be issued upon exercise of
options granted thereunder from 1,350,000 shares to 1,850,000 shares. If the
amendment is approved, the employees (including officers), directors,
consultants and other persons who are eligible to participate in the Stock
Option Plan could receive, in the aggregate, an additional 500,000 shares of
Common Stock.
 
    LIMITATION ON NUMBER OF SHARES COVERED BY OPTIONS.  Pursuant to Section
162(m) ("Section 162(m)") of the Internal Revenue Code of 1986, as amended, the
amount of compensation payments to a company's chief executive officer and its
four other highest paid executive officers that may be deducted by the company
for federal income tax purposes has been limited to $1 million per person per
year. When an employee exercises Non-incentive Options, the amount by which the
market value of the underlying stock exceeds the exercise price at the time of
exercise may be deemed ordinary income to the employee. Assuming the amount of
compensation provided to an employee is not unreasonable and certain other
requirements for deductibility are met, the employer may deduct from its income
the amount of ordinary income recognized by the employee, subject to the $1
million limitation. Compensation, including Non-incentive Options, may, however,
be exempt from the $1 million limitation if certain requirements are satisfied,
including the requirement that the option plan pursuant to which the options are
granted state the maximum number of shares for which options may be granted to
an employee. In order to satisfy this requirement and thereby ensure the
deductibility (provided that all other applicable conditions of Section 162(m)
have been met) of compensation paid to the Company's highly compensated officers
in the form of Non-incentive Options granted under the Stock Option Plan, the
Board of Directors has proposed to limit to 150,000 the total number of shares
of Common Stock for which options may be granted under the Stock Option Plan to
any one person in any given calendar year.
 
    Under present employment arrangements between the Company and each of its
Chief Executive Officer and its four other highest paid executive officers, it
is not anticipated that any such officer will receive compensation subject to
the limitations of Section 162(m) during the fiscal year ending December 31,
1997.
 
VOTE REQUIRED FOR APPROVAL
 
    Approval of the amendment to the Stock Option Plan requires the affirmative
vote of a majority of the voting power present in person or represented by proxy
at the Annual Meeting and entitled to vote.
 
RECOMMENDATION OF THE BOARD OF DIRECTORS
 
    The Company's Board of Directors recommends a vote FOR Proposal No. 2.
 
                                       15
<PAGE>
                             STOCKHOLDER PROPOSALS
 
    Shareholder proposals intended to be presented at the next annual meeting of
shareholders, to be held in 1998, must be received by the Company at 495 River
Street, Paterson, New Jersey 07524, Attention: Secretary by December 30, 1997 to
be included in the proxy statement and form of proxy relating to that meeting.
 
                                    AUDITORS
 
    Representatives of Goldstein Golub Kessler & Company, P.C. are expected to
attend the Annual Meeting and, while they are not expected to make a statement,
they will have an opportunity to do so if they desire. They will also be
available to respond to appropriate questions.
 
                               OTHER INFORMATION
 
    The cost of soliciting proxies will be borne by the Company. Following the
original mailing of proxy soliciting material, regular employees of the Company
may solicit proxies by mail, telephone, telegraph and personal interview.
Arrangements have been made with brokerage houses and other custodians, nominees
and fiduciaries which are record holders of the Company's stock to forward proxy
soliciting material and annual reports to the beneficial owners of such stock,
and the Company will reimburse such record holders for their reasonable expenses
incurred in providing such services. As of the date of this Proxy Statement, the
Company has not retained the services of a proxy solicitor to assist in the
solicitation of proxies.
 
    A COPY OF THE COMPANY'S ANNUAL REPORT FOR THE FISCAL YEAR ENDED DECEMBER 31,
1996 IS ENCLOSED.
 
                                 OTHER MATTERS
 
    The Board of Directors is aware of no other matters that are to be presented
to shareholders for formal action at the Annual Meeting. If, however, any other
matters properly come before the Annual Meeting or any adjournment thereof, it
is the intention of the persons named in the enclosed form of proxy to vote such
proxy in accordance with their judgment on such matters.
 
                                          By Order of the Board of Directors,
                                          Jorge Lazaro
                                          SECRETARY
 
Dated: Paterson, New Jersey
      April 29, 1997
 
                                       16
<PAGE>
                                                                      APPENDIX A
 
                            SEL-LEB MARKETING, INC.
                             1995 STOCK OPTION PLAN
 
    SECTION 1. ESTABLISHMENT.  There is hereby established the Sel-Leb
Marketing, Inc. 1995 Stock Option Plan ("Plan"), pursuant to which employees
(including officers), directors, consultants and other persons who perform
substantial services for or on behalf of SEL-LEB MARKETING, INC. (the "Company")
and consultants and any other persons who perform substantial services for or on
behalf of the Company, any subsidiaries of the Company and certain other
entities may be granted options to purchase shares of common stock of the
Company, par value $.01 per share ("Common Stock"), and thereby share in the
future growth of the business. The subsidiaries of the Company included in this
Plan (the "Subsidiaries") shall be any subsidiary of the Company as defined in
Section 424 of the Internal Revenue Code of 1986, as amended (the "Code").
 
    SECTION 2. STATUS OF OPTIONS.  The options which may be granted pursuant to
this Plan will constitute either incentive stock options within the meaning of
Section 422 of the Code ("Incentive Stock Options") or options which are not
Incentive Stock Options ("Non-incentive Stock Options"). Incentive Stock Options
and Non-incentive Stock Options shall be collectively referred to herein as
"Options".
 
    SECTION 3. ELIGIBILITY.  All employees (including officers, whether or not
they are members of the Board of Directors) of the Company or any of its
Subsidiaries who are employed at the time of the adoption of this Plan or
thereafter, any directors of the Company, and any consultants and other persons
who perform substantial services for or on behalf of the Company, any of its
Subsidiaries or affiliates, or any entity in which the Company has an interest
(collectively, the "Grantees") shall be eligible to be granted Non-incentive
Stock Options under this Plan. All employees (including officers, whether or not
they are members of the Board of Directors) of the Company or any of its
Subsidiaries who are employed at the time of adoption of this Plan or thereafter
shall be eligible to be granted Incentive Stock Options under this Plan.
 
    SECTION 4. NUMBER OF SHARES COVERED BY OPTIONS; NO PREEMPTIVE RIGHTS.  The
total number of shares which may be issued and sold pursuant to Options granted
under this Plan shall be 1,850,000 shares of Common Stock (or the number and
kind of shares of stock or other securities which, in accordance with Section 9
of this Plan, shall be substituted for such shares of Common Stock or to which
said shares shall be adjusted; hereinafter, all references to shares of Common
Stock are deemed to be references to said shares or shares so adjusted.) The
issuance of shares upon exercise of an Option shall be free from any preemptive
or preferential right of subscription or purchase on the part of any
shareholder. If any outstanding Option granted under this Plan expires or is
terminated, for any reason, the shares of Common Stock subject to the
unexercised portion of the Option will again be available for Options issued
under this Plan.
 
    SECTION 5. ADMINISTRATION.
 
    (A)  This Plan shall be administered by the committee (the "Committee")
referred to in paragraph (b) of this Section. Subject to the express provisions
of this Plan, the Committee shall have complete authority, in its discretion, to
interpret this Plan, to prescribe, amend and rescind rules and regulations
relating to it, to determine the terms and provisions of the respective option
agreements (which need not be identical), to determine the Grantees to whom, and
the times and the prices at which, Options shall be granted, the option periods,
the number of shares of the Common Stock to be subject to each Option and
whether each Option shall be an Incentive Stock Option or a Non-incentive Stock
Option, and to make all other determinations necessary or advisable for the
administration of the Plan. Each Option shall be clearly identified at the time
of grant as to its status. In making such determinations, the Committee may take
into account the nature of the services rendered by the respective Grantees,
their present and potential contributions to the success of the Company
 
                                      A-1
<PAGE>
and such other factors as the Committee, in its discretion, shall deem relevant.
Nothing contained in this Plan
 
shall be deemed to give any Grantee any right to be granted an Option to
purchase shares of Common Stock except to the extent and upon such terms and
conditions as may be determined by the Committee. The Committee's determination
on all of the matters referred to in this Section 5 shall be conclusive.
 
    (B)  The Committee shall consist of from two (2) to five (5) individuals who
are "outside directors" within the meaning of Section 162(m) of the Code. The
Committee shall be appointed by the Board, which may at any time, and from time
to time, remove any member of the Committee, with or without cause, appoint
additional members to the Committee and fill vacancies, however caused, in the
Committee. A majority of the members of the Committee shall constitute a quorum
and all determinations of the Committee shall be made by a majority of such
quorum. Any decision or determination of the Committee reduced to writing and
signed by all of the members of the Committee shall be fully as effective as if
it had been made at a meeting duly called and held.
 
    (C)  The Committee may at its election provide in any option agreement
covering the grant of Options under this Plan that, upon the exercise of such
Options, the Company will loan to the holder thereof such amount as shall equal
the purchase price of the shares of Common Stock issuable upon such exercise,
such loan to be on terms and conditions deemed appropriate by the Committee.
 
    (D)  Notwithstanding any provision hereof to the contrary, the Committee
shall have sole and exclusive authority with respect to the grant of Options to
directors.
 
    SECTION 6. TERMS OF INCENTIVE STOCK OPTIONS.  Each Incentive Stock Option
granted under this Plan shall be evidenced by an Incentive Stock Option
Agreement which shall be executed by the Company and by the person to whom such
Incentive Stock Option is granted, and shall be subject to the following terms
and conditions:
 
    (A)  The price at which shares of Common Stock covered by each Incentive
Stock Option may be purchased pursuant thereto shall be determined in each case
on the date of grant by the Committee, but shall be an amount not less than the
par value of such shares and not less than the fair market value of such shares
on the date of grant. For purposes of this Section and Section 7, the fair
market value of shares of Common Stock on any day shall be (i) in the event the
Common Stock is not publicly traded, the fair market value on such day as
determined in good faith by the Committee or (ii) in the event the Common Stock
is publicly traded, the last sale price of a share of Common Stock as reported
by the principal quotation service on which the Common Stock is listed, if
available, or, if last sale prices are not reported with respect to the Common
Stock, the mean of the high bid and low asked prices of a share of Common Stock
as reported by such principal quotation service, or, if there is no such report
by such quotation service for such day, such fair market value shall be the
average of (i) the last sale price (or, if last sale prices are not reported
with respect to the Common Stock, the mean of the high bid and low asked prices)
on the day next preceding such day for which there was a report and (ii) the
last sale price (or, if last sale prices are not reported with respect to the
Common Stock, the mean of the high bid and low asked prices) on the day next
succeeding such day for which there was a report, or as otherwise determined by
the Committee in its discretion pursuant to any reasonable method contemplated
by Section 422 of the Code and any regulations issued pursuant to that Section.
 
    (B)  The option price of the shares to be purchased pursuant to each
Incentive Stock Option shall be paid in full in cash, or by delivery (i.e.,
surrender) of shares of Common Stock of the Company then owned by the Grantee,
at the time of the exercise of the Incentive Stock Option. Shares of Common
Stock so delivered will be valued on the day of delivery for the purpose of
determining the extent to which the option price has been paid thereby, in the
same manner as provided for the purchase price of Incentive Stock Options as set
forth in paragraph (a) of this Section, or as otherwise determined by the
Committee, in its discretion, pursuant to any reasonable method contemplated by
Section 422 of the Code and any regulations issued pursuant to that Section.
 
                                      A-2
<PAGE>
    (C)  Each Incentive Stock Option Agreement shall provide that such Incentive
Stock Option may be exercised by the Grantee, in such parts and at such times as
may be specified in such Agreement, within a period not exceeding ten years
after the date on which the Incentive Stock Option is granted (hereinafter
called the "Incentive Stock Option Period") and, in any event, only during the
continuance of the employee's employment by the Company or any of its
Subsidiaries or during the period of three months after the termination of such
employment to the extent that the right to exercise such Incentive Stock Option
had accrued at the date of such termination; PROVIDED, HOWEVER, that if
Incentive Stock Options as to 100 or more shares are held by a Grantee, then
such Incentive Stock Options may not be exercised for less than 100 shares at
any one time, and if Incentive Stock Options for less than 100 shares are held
by a Grantee, then Incentive Stock Options for all such shares must be exercised
at one time; and PROVIDED, FURTHER, that if the Grantee, while still employed by
the Company or any of its Subsidiaries, shall die within the Incentive Stock
Option Period, the Incentive Stock Option may be exercised, to the extent
specified in the Incentive Stock Option Agreement, and as herein provided, but
only prior to the first to occur of:
 
        (I) the expiration of the period of one year after the date of the
    Grantee's death, or
 
        (II) the expiration of the Incentive Stock Option Period,
 
by the person or persons entitled to do so under the Grantee's will, or, if the
Grantee shall fail to make testamentary disposition of said Incentive Stock
Option, or shall die intestate, by the Grantee's legal representative or
representatives.
 
    (D)  Each Incentive Stock Option granted under this Plan shall by its terms
be non-transferable by the Grantee except by will or by the laws of descent and
distribution, and each Incentive Stock Option shall by its terms be exercisable
during the Grantee's lifetime only by him.
 
    (E)  Notwithstanding the foregoing, if an Incentive Stock Option is granted
to a person at any time when such person owns, within the meaning of Section
424(d) of the Code, more than 10% of the total combined voting power of all
classes of stock of the employer corporation (or a parent or subsidiary of such
corporation within the meaning of Section 424 of the Code), the price at which
each share of Common Stock covered by such Incentive Stock Option may be
purchased pursuant to such Incentive Stock Option shall not be less than 110% of
the fair market value (determined as in paragraph (a) of this Section) of the
shares of Common Stock at the time the Incentive Stock Option is granted, and
such Incentive Stock Option must be exercised within a period specified in the
Incentive Stock Option Agreement which does not exceed five years after the date
on which such Incentive Stock Option is granted.
 
    (F)  The Incentive Stock Option Agreement entered into pursuant hereto may
contain such other terms, provisions and conditions not inconsistent herewith as
shall be determined by the Committee including, without limitation, provisions
(i) requiring the giving of satisfactory assurances by the Grantee that the
shares are purchased for investment and not with a view to resale in connection
with a distribution of such shares, and will not be transferred in violation of
applicable securities laws, (ii) restricting the transferability of such shares
during a specified period and (iii) requiring the resale of such shares to the
Company at the option price if the employment of the employee terminates prior
to a specified time. In addition, the Committee, in its discretion, may afford
to holders of Incentive Stock Options granted under this Plan the right to
require the Company to cause to be registered under the Securities Act of 1933,
as amended, for public sale by the holders thereof, shares of Common Stock
subject to such Incentive Stock Options upon such terms and subject to such
conditions as the Committee may determine to be appropriate.
 
    (G)  In the discretion of the Committee, a single Stock Option Agreement may
include both Incentive Stock Options and Non-incentive Stock Options, or those
options may be included in separate stock option agreements.
 
                                      A-3
<PAGE>
    SECTION 7. TERMS OF NON-INCENTIVE STOCK OPTIONS.  Each Non-incentive Stock
Option granted under this Plan shall be evidenced by a Non-incentive Stock
Option Agreement which shall be executed by the Company and by the person to
whom such Non-incentive Stock Option is granted, and shall be subject to the
following terms and conditions:
 
    (A)  The price at which shares of Common Stock covered by each Non-incentive
Stock Option may be purchased pursuant thereto shall be an amount not less than
the par value of such shares and not less than the fair market value of such
shares on the date of grant.
 
    (B)  Each Non-incentive Stock Option Agreement shall provide that such
Non-incentive Stock Option may be exercised by the Grantee, in such parts and at
such times as may be specified in such Agreement, within a period up to and
including ten years after the date on which the Non-incentive Stock Option is
granted.
 
    (C)  Each Non-incentive Stock Option granted under this Plan shall by its
terms be non-transferable by the optionee except by will or by the laws of
descent and distribution, and each Non-incentive Stock Option shall by its terms
be exercisable during the Grantee's lifetime only by him.
 
    (D)  The Non-incentive Stock Option Agreement entered into pursuant hereto
may contain such other terms, provisions and conditions not inconsistent
herewith as shall be determined by the Committee, in its sole discretion,
including without limitation the terms, provisions and conditions set forth in
Section 6(f) with respect to Incentive Stock Option Agreements.
 
    SECTION 8. LIMIT ON OPTION AMOUNT.
 
    (A)  Notwithstanding any provision contained herein, the aggregate fair
market value (determined under Section 6(a) as of the time Incentive Stock
Options are granted) of the shares of Common Stock with respect to which
Incentive Stock Options are first exercisable by any employee during any
calendar year (under all stock option plans of the employee's employer
corporation and its parent and subsidiary corporation within the meaning of
Section 424 of the Code) shall not exceed $100,000. If an Incentive Stock Option
exceeds this $100,000 limitation, the portion of such Option which is
exercisable for shares of Common Stock in excess of the $100,000 limitation
shall be treated as a Non-incentive Stock Option. The limit in this paragraph
shall not apply to Options which are designated as Non-incentive Stock Options,
and, except as otherwise provided herein, there shall be no limit on the amount
of such Options which may be first exercisable in any year.
 
    (B)  Notwithstanding any provision contained herein, grants of options under
this Plan to any one optionee who is an employee of the Company shall be limited
to Options to purchase no more than 150,000 shares of Common Stock per calendar
year.
 
    SECTION 9. ADJUSTMENT OF NUMBER OF SHARES.
 
    (A)  In the event that a dividend shall be declared upon the shares of
Common Stock payable in shares of Common Stock, the number of shares of Common
Stock then subject to any Option granted hereunder, and the number of shares
reserved for issuance pursuant to this Plan but not yet covered by an Option,
shall be adjusted by adding to each of such shares the number of shares which
would be distributable thereon if such share had been outstanding on the date
fixed for determining the shareholders entitled to receive such stock dividend.
In the event that the outstanding shares of Common Stock shall be changed into
or exchanged for a different number or kind of shares of stock or other
securities of the Company or of another corporation, whether through
reorganization, recapitalization, stock split-up, combination of shares, merger
or consolidation, then there shall be substituted for each share of Common Stock
subject to any such Option and for each share of Common Stock reserved for
issuance pursuant to the Plan but not yet covered by an Option, the number and
kind of shares of stock or other securities into which each outstanding share of
Common Stock
 
                                      A-4
<PAGE>
shall be so changed or for which each such share shall be exchanged; provided,
however, that in the event that such change or exchange results from a merger or
consolidation, and in the judgment of the Committee such substitution cannot be
effected or would be inappropriate, or if the Company shall sell all or
substantially all of its assets, the Company shall use reasonable efforts to
effect some other adjustment of each then outstanding Option which the
Committee, in its sole discretion, shall deem equitable. In the event that there
shall be any change, other than as specified above in this Section 9(a), in the
number or kind of outstanding shares of Common Stock or of any stock or other
securities into which such shares of Common Stock shall have been changed or for
which they shall have been exchanged, then, if the Committee shall determine
that such change equitably requires an adjustment in the number or kind of
shares theretofore reserved for issuance pursuant to the Plan but not yet
covered by an Option and of the shares then subject to an Option or Options,
such adjustment shall be made by the Committee and shall be effective and
binding for all purposes of this Plan and of each stock option agreement.
Notwithstanding the foregoing, if any adjustment in the number of shares which
may be issued and sold pursuant to Options is required by the Code or
regulations issued pursuant thereto to be approved by the shareholders in order
to enable the Company to issue Incentive Stock Options pursuant to this Plan,
then no such adjustment shall be made without the approval of the shareholders.
In the case of any such substitution or adjustment as provided for in this
Section 9(a), the option price in each stock option agreement for each share
covered thereby prior to such substitution or adjustment will be the total
option price for all shares of stock or other securities which shall have been
substituted for each such share or to which such share shall have been adjusted
pursuant to this Section 9. No adjustment or substitution provided for in this
Section 9 shall require the Company, in any stock option agreement, to sell a
fractional share, and the total substitution or adjustment with respect to each
stock option agreement shall be limited accordingly. Notwithstanding the
foregoing, in the case of Incentive Stock Options, if the effect of the
adjustments or substitution is to cause the Incentive Stock Option to fail to
continue to qualify as an Incentive Stock Option or to cause a modification,
extension or renewal of such Incentive Stock Option within the meaning of
Section 424 of the Code, the Board of Directors shall use reasonable efforts to
effect such other adjustment of each then outstanding option as the Board of
Directors, in its sole discretion, shall deem equitable.
 
    (B)  In the event that the Company shall effect a distribution, other than a
normal and customary cash dividend, upon shares of Common Stock, the Committee
may, in order to prevent significant diminution in the value of Options as a
result of any such distribution, take such measures as it deems fair and
equitable, including, without limitation, the adjustment of the option price per
share for shares not issued and sold hereunder prior to the record date for said
distribution.
 
    SECTION 10. AMENDMENTS.  This Plan may be terminated or amended from time to
time by vote of the Committee; provided, however, that no such termination or
amendment shall materially adversely affect or impair any then outstanding
Option without the consent of the Grantee thereof and no amendment which shall
(i) change the total number of shares which may be issued and sold pursuant to
Options granted under this Plan, or (ii) change the designation or class of
employees or other persons eligible to receive Incentive Options or
Non-incentive Options, shall be effective without the approval of the
shareholders. Notwithstanding the foregoing, the Plan may be amended by the
Committee to incorporate any amendments made to the Code or regulations
promulgated thereunder which the Committee deems to be necessary or desirable to
preserve (i) incentive stock option status for outstanding Incentive Stock
Options and the ability to issue Incentive Stock Options pursuant to this Plan,
and (ii) the deductibility by the Company pursuant to Section 162(m) of the Code
of amounts taxed to Plan participants as ordinary compensation income.
 
    SECTION 11. EFFECTIVE DATE AND TERMINATION.  This Plan shall become
effective on the date its adoption is approved by the shareholders of the
Company. Except to the extent necessary to govern outstanding Options, this Plan
shall terminate on, and no additional Options shall be granted after, ten years
from the date the Plan is adopted, or ten years from the date the Plan is
approved by the shareholders, whichever is earlier.
 
                                      A-5
<PAGE>
                                    [FRONT]
 
PROXY                       SEL-LEB MARKETING, INC.
 
                               PROXY SOLICITED BY
               THE BOARD OF DIRECTORS OF SEL-LEB MARKETING, INC.
              FOR THE ANNUAL MEETING OF SHAREHOLDERS--MAY 29, 1997
 
    The undersigned hereby appoints HAROLD MARKOWITZ, JAN S. MIRSKY and JORGE
LAZARO, and each of them, as Proxies, each with full power of substitution and
resubstitution, to represent and to vote, as designated below, all shares of
Common Stock of Sel-Leb Marketing, Inc. (the "Company") which the undersigned
would be entitled to vote if personally present at the Annual Meeting of
Shareholders of the Company to be held at the Friars' Club, 57 East 55th Street,
New York, New York at 10:00 a.m. (local time) on May 29, 1997, and at any
adjournment or postponement thereof.
 
1.  Election of Directors
 
<TABLE>
<S>                                   <C>
/ / FOR all nominees listed below     / / WITHHOLD APPROVAL
  (except as marked to                  to vote for all
  the contrary below)                   nominees listed below
</TABLE>
 
Harold Markowitz, Paul Sharp, Jan S. Mirsky, Jorge Lazaro, Jack Koegel, Stanley
       R. Goodman, Edward C. Ross, L. Douglas Bailey and Carl A. Bellini
 
(INSTRUCTION: To withhold authority to vote for any individual nominee, write
that nominee's name in the space provided below)
 
- --------------------------------------------------------------------------------
 
2.  Approval and adoption of an amendment to the 1995 Stock Option Plan of the
    Company to (a) increase by 500,000 shares the number of shares of the
    Company's Common Stock available for options to be granted under the Plan
    and (b) limit the total number of shares for which options may be granted to
    any one optionee in any year to 150,000 shares.
 
            / / FOR               / / AGAINST            / / ABSTAIN
 
3.  In their discretion, the proxies are authorized to vote upon such other
    business as may properly come before the annual meeting or any adjournment
    or postponement thereof.
 
    If no direction is given, this proxy will be voted FOR the election of the
nominees set forth in Proposal No. 1 and FOR Proposal No. 2.
 
                      THE BOARD OF DIRECTORS RECOMMENDS A
               VOTE FOR THE ELECTION OF THE NOMINEES SET FORTH IN
                         PROPOSAL 1 AND FOR PROPOSAL 2
 
TO BE VALID, THIS PROXY MUST BE SIGNED AND DATED ON THE REVERSE SIDE.
<PAGE>
                                     [BACK]
 
                                      Please sign exactly as name appears at
                                      left. When shares are held by joint
                                      tenants, both should sign. When signing as
                                      attorney, executor, administrator, trustee
                                      or guardian, please give your full title
                                      as such. If a corporation, please sign in
                                      full corporate name by president or other
                                      authorized officer. If a partnership,
                                      please sign in partnership name by
                                      authorized person.
                                      Dated:____________________________________
                                      __________________________________________
 
                                      Signature
                                      __________________________________________
 
                                      Signature
 
          THIS PROXY IS SOLICITED ON BEHALF OF THE BOARD OF DIRECTORS.


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