Sephora’s Accelerate program launched in 2015 to help develop female-owned start-up beauty brands. The 2021 incubation program gets revamped with an exclusive focus on brands founded and owned by people of color and the intention to launch each brand, in the capacity that makes sense and after they complete the program.

In line with the 15% pledge the retailer signed in June, this year’s program will help fill the increased shelf space for Black-owned brands. In an analysis by WWD Beauty Inc, over the summer Black-owned brands only made up 2.42 percent of Sephora’s online brand assortment.

Artemis Patrick, EVP, Global Chief Merchandise Officer, said of the program, “At Sephora, we strive to inspire change for the beauty industry at large by taking a leadership position in further diversifying our product assortment. We are committed to leveraging the powerful skill sets and expertise of our internal teams as well as extended advisors to help build an eco-system that supports the unique need of our diverse brands.”

Founders who are selected to participate in the program will embark on a six-month journey that includes an intensive boot camp mentorship, grants, and funding. The program culminates with a pitch event.

Applications for the program open today through October 15. Interested brands must be a US-based makeup, skincare, fragrance, wellness or hair brand founded or co-founded by someone at least 18 years of age. The brand must also be in the early stage of development without wide distribution.