For emerging brands, retail accelerator programs are a critical road in the path to success, fusing brand-building mentorship with shelf space. With an increasing number of new brand entrants into the market every year—and according to a McKinsey report, out of 46 brands founded in or after 2005 with global retail sales of $50 million to $200 million by 2017, only five were exceeding $250 million in global retail sales five years later—these programs have become more important than ever for brand growth and success. The past five years have seen a host of initiatives launch, from Sephora Accelerate to Target Takeoff. Combining individualized mentorship with business plan strategies, cash injections, and retail presence, brand owners managing to become finalists in these initiatives reap the benefits for years to come. For example, Everyday Humans founder Charlotte Chen Pienaar told BeautyMatter that her participation in Target’s accelerator program saw her business grow by 300%.Sally Beauty and Ulta Beauty are two other retail giants offering these types of platforms. Under the Cultivate program by Sally Beauty, finalists receive four weeks of virtual sessions to prepare their brands for the brick-and-mortar business, as well as the opportunity to pitch their brand for potential online and in-store distribution to the Sally Beauty leadership team. The winner receives $15,000, in-store and online distribution, and a 12-month mentorship program. Ukraine-based color cosmetics brand Lamel Makeup was chosen for 2023.