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According to Rare Beauty CEO Chris Hobson, there was a record number of applicants.
October 3, 2024
By: Lianna Albrizio
Associate Editor
Rare Beauty Brands and JCPenney, along with sponsors including Black Beauty Collective (BBC) and Black Girl Ventures (BGV), have announced the finalists of the 2024 LIFT Beauty Accelerator program.
LIFT Beauty Accelerator was created with a mission to empower female-identifying founders from underrepresented backgrounds. In 2024, LIFT will support five early-stage beauty brands from these communities with $10,000 grants, retail distribution, mentorship with beauty executives and more.
According to Rare Beauty CEO Chris Hobson, there was a record number of applicants now in its fourth year.
“At JCPenney Beauty, we’re proud to play a role in identifying and amplifying new, diverse voices within the industry,” said Lisa Green, vice president, division merchandise manager for beauty and salon at JCPenney. “We’re honored to shine the spotlight on these incredible finalists as they pursue their dreams.”
Cheribe, founded by Salwa Peterson of Princeton, NJ, blends the time-honored power of Chébé with clean, affordable, salon-quality haircare to deliver clinically-proven results for softer, stronger, longer hair across all textures.
Daybird, founded by Veena Krishnan of Austin, TX, is a touted an “anti-beauty brand” redefining beauty standards with clean, functional makeup. Products include the 4-in-1 serum skin tint, a multitasking product that combines skincare, SPF and sheer coverage to simplify morning routines.
Deon Libra, founded by Devin McGhee Kirkland, of Atlanta GA, is an adaptogenic stress care brand that promotes a balanced approach to stress management, supporting the body’s ability to handle stress for healthy skin, while “amplifying the beauty of Blackness.”
Femigist, founded by Amara Onwukaeme, of Atlanta, GA, offers plant-powered solutions that blend herbal wisdom with modern science to address common, yet often overlooked chronic health conditions caused by hormonal imbalances.
Fourth Phase, founded by Marcia Cole, of Englewood Cliffs, NJ, enhances maternal health by offering premium postpartum products, tech-enabled educational content and access to culturally responsive experts, providing comprehensive support for skincare, pelvic repair, breastfeeding and mental well-being through curated gift boxes and mini kits tailored to mothers’ specific needs.
Naturally Drenched, founded by Jamila Powell of Miramar, FL, is a luxury haircare line dedicated to nourishing all hair types, with a focus on textured hair. Products utilize high-quality ingredients and sustainable packaging to deliver “exceptional” performance with environmental responsibility.
Ourside, founded by Keta Burke-Williams of New York, NY, is a conscious, inclusive fragrance brand that blends high-quality, vegan and cruelty-free ingredients to create unisex perfumes that foster emotional connections while prioritizing sustainability and ethical practices, making luxury accessible to all.
Ries, founded by Meghan Graham of Brooklyn, NY, aims to “revolutionize” beauty travel with the reportedly the only refillable, reusable, travel-size bottles designed using recycled materials and patented leak-proof technology to reduce plastic waste.
Scent & Fire, founded by Monisha Edwards of Dallas is a clean, inclusive unisex fragrance brand that creates science-backed, allergen-free scents for both body and space, inspired by self-love and cultural roots.
Squigs, founded by Nikita Charuza of Livingston, NJ, is an award-winning, Ayurveda-inspired brand focused on Happy Headcare, a “fun and effective” approach to nurturing scalp and facial skin, while promoting mental well-being. A portion of proceeds is donated to mental health charities.
To learn more about the LIFT Beauty Accelerator, go here.
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