Sephora has announced that applications for the 2025 Accelerate program are now open, with a deadline of September 23.
Now in its tenth year, Sephora Accelerate is dedicated to supporting and empowering emerging brands, particularly those led by founders from underrepresented communities. The program has a commitment to highlighting BIPOC brands and outlining the benefits they bring to the beauty industry by providing mentorship, resources, and networking opportunities to help navigate the complexities of growing a business.
Sephora Accelerate falls under the Fifteen Percent Pledge—an initiative founded in 2020 by fashion designer Aurora James that encourages retailers to dedicate at least 15% of their shelf space to products created by Black-owned businesses. The figure 15 was significantly chosen because Black individuals make up 15% of the US population.
Sephora Accelerate offers access to Sephora’s vast range of expertise, helping to foster innovation and diversity in beauty, bringing fresh perspectives and products to the market. Successful applicants will benefit from a six-month, 360-degree curriculum including merchandising support, access to grants, and investor connections among other benefits. Each program participant will be assigned to a dedicated advisory team made up of a finance and investment expert, a legacy industry partner, and a previous successful brand founder from within the Sephora portfolio.
The accelerator program also provides a potential route for founders to launch their brands at Sephora. Previous successors that have done so in the past include names defining today’s industry, from Topicals, to Kulfi Beauty, and OUI The People.
“Brands will have the unique experience of building a heart-and-soul connection to our community and its ecosystem, as well as the opportunity of a lifetime—launching with Sephora, the world’s largest beauty retailer,” Sephora says in a statement. “Founders will embark on a journey where they’ll gain the necessary skills to build and sustain a successful business through consistent, cohesive, and ongoing support backed by digital and in-person resources with content and curriculum directly correlated to helping founders succeed at Sephora.”
Applicants are required to be at least 18 years old, have a North American-incorporated company, and be in the early stages of development, having not yet been widely distributed at other retailers. When selecting finalists, Sephora will focus on the applicant brand's vision, innovation, and current product development phases.
Selected finalists will be announced in December, in time for the program to begin in January 2025. Applications can be made at sephoraacecelerate.com.
