As the beauty industry becomes increasingly harder to break into, accelerator and incubator programs aim to close the gap. Ulta Beauty is continuing its commitment to championing newcomer brands through its own accelerator, now in its fifth year, which includes founders and brands from various categories within the beauty and wellness industry.
This week, Ulta Beauty announced the eight brands selected for its annual MUSE Accelerator Program, which provides funding, mentorship, and resources to emerging brands in the retail space. The program serves as a stepping stone for growth for brands that Ulta Beauty believes have a strong vision, effective products, and potential to scale.
The program, which will begin on September 14, includes a 10-week curriculum covering topics ranging from brand strategy and positioning to supply chain logistics.
Participants will ultimately pitch themselves to Ulta Beauty retail merchants, in the hopes of landing on the shelves of Ulta Beauty. They will also have the opportunity to network with investors and participate in intimate conversations with influential industry leaders and brand founders who will serve as mentors.
“For five years, MUSE has elevated emerging voices with the potential to shape the future of beauty,” Lauren Brindley, Chief Merchandising and Digital Officer at Ulta Beauty, said in a press release. “We’re proud to have supported 32 brands and counting and look forward to seeing the impact this next cohort will have on our industry.”
Each brand will receive $50,000 to grow their resources. Ulta Beauty’s longtime partner Fifteen Percent Pledge will grant one recipient an additional $10,000 to prepare the brand for national retail distribution, based on factors such as sales growth, white space opportunity, and community impact.
The brands span haircare, skincare, fragrance, cosmetics, and bodycare. This year's cohort of founders includes:
Past participants of the accelerator have included Pound Cake, Octavia Morgan Los Angeles, Scarlet by RedDrop, and Ocoa, all of which have launched into the Ulta Beauty ecosystem since their respective cohort programs.
Alumni Spotlights, a new addition this year, will have past founders speak with the newcomers.
“Being accepted into the MUSE program transformed the entire trajectory of our business,” said Cory Varona and Nicol Varona, co-founders of Ocoa, a luxury curly hair brand, in a statement. “The program didn’t just prepare us for national retail; it provided the financial investment, world-class mentorship, and internal sponsorship needed to scale into more than 460 Ulta Beauty stores just a year later in 2025.”
The MUSE cohort will also be surrounded by leaders from Ulta Beauty and founders from the retailer’s brand portfolio. The mentors for 2026 are:
While Ulta Beauty’s accelerator is known for supporting early-stage brands and has awarded more than $1.5 million in funding, along with more than 150 coaching hours, the program reflects a broader trend of larger companies dedicating time and resources to fledgling companies trying to succeed in the industry. Sephora is in its 10th year of its accelerator program, while Cosmoprof North America and L’Oréal both have their own incubators, and Latinas In Beauty will be hosting its second annual Beauty Bravura Accelerator Program this September.