Ulta Beauty Announces 2024 MUSE Accelerator Cohort

Ulta Beauty has announced its 2024 MUSE Accelerator cohort.

Starting Sept. 18, eight early-stage brands spanning cosmetics, skincare, haircare and wellness will embark on an 10-week journey featuring a curriculum, mentorship and funding to fuel growth and prepare for retail distribution.

The MUSE Accelerator, now in its third year, supports Ulta Beauty’s ongoing efforts to magnify, uplift, support and empower underrepresented voices in the industry while curating a unique assortment that is truly inclusive and represents All Things Beauty, All In One Place for beauty enthusiasts.

“As retail leaders and brand builders, we seek to create space and opportunities for all brands to thrive in our industry and nurture an inclusive assortment that reflects the beautifully diverse community we serve,” said Monica Arnaudo, chief merchandising officer, Ulta Beauty. “We’re focused on brand amplification, assortment growth and creating equitable guest and associate experiences so everyone can see themselves reflected in what we offer.”

Meet the 2024 MUSE Accelerator Cohort

Jamie Melbourne & Tony Lecy-Siewert, Apostle – a cosmetics brand for men that provides clean, cost-effective, and efficacious alternatives to traditionally marketed beauty products;

Audrey Ajakaye, Audaja – a professional-grade skincare brand reimagining skincare for all skin types and tones, with skin of color in mind, born from founder Audrey Ajakaye’s lifelong battle with chronic eczema;

Amy Roe, Byroe – upcycled superfood-infused skincare crafted with vegan and cruelty-free ingredients;

Amara Onwukaeme, Femigist – a feminine care brand that provides plant-powered hormonal support and feminine wellness products along with educational resources and supportive community;

Mia Fiona Kut, Luna Nectar – a line of sustainable, waterless haircare products rooted in adaptogen theory, from Eastern rituals, combined with clinical actives. Dermatologist and trichologist-approved, Luna Nectar’s mission is to kick the stigma of women’s hair loss through all-natural, vegan and cruelty-free products;

Nicol Varona Cancelmo & Cory Varona, Ocoa – Curl care inspired by the Dominican Republic and created to simplify curly hair routines;

Elimar Depaula, Queen Cosmetics – dedicated to designing products that encourage self-expression and authenticity; and

Dana Roberts, Jarrod Shaw, and Dr. Monica Williams, Reddrop – Created by an educator and a doctor to ensure that girls are prepared as their period journey begins.

Curriculum

To ensure a holistic, enriching experience that equips participants with real-life skills to succeed, Ulta Beauty has developed a 10-week curriculum focused on brand development, including:

Brand strategy & positioning – an immersive, 360-degree planning session that provides tools, support and resources needed for long-term success;

Retail 101 – expert training on how to successfully launch, grow and thrive in a national, omni-channel retail environment;

Supply chain & logistics – critical course on planning for and navigating distribution channels to ensure optimal customer experiences; and

Demo week & celebration – an opportunity to pitch to Ulta Beauty retail merchants and network with investors;

Each brand in the 2024 MUSE Accelerator cohort will receive $50,000 in financial support to help accelerate their businesses and valuable resources to establish a foundation for long-term success. New to the program this year, Ulta Beauty and long-time partner Fifteen Percent Pledge will select one member of the cohort to receive an additional $10K award. The recipient will be selected by Fifteen Percent Pledge founder Aurora James and presented at the end of the program.

“Ulta Beauty understands that today’s consumers want the brands they see on retail shelves to reflect the diversity they see in their communities,” said Aurora James, founder of Fifteen Percent Pledge and creative director of Brother Vellies. “Fifteen Percent Pledge is proud to continue our partnership with Ulta Beauty and support the MUSE Accelerator program, an incredible resource for emerging entrepreneurs to build their brands. I am excited to meet the amazing businesses in this year’s cohort.”

In addition to obtaining the critical skills and financial support needed to grow a business, MUSE participants become part of a community and support network of diverse leaders that helps empower each participants’ journey. Ulta Beauty experts across the company, along with industry leaders from Meta, TikTok, Beauty Independent, Métier Creative, True Beauty Ventures, Power Digital and Pitts Leadership Consulting (PLC) will provide mentorship and insight to participants, a critical element for nurturing brand development and long-term success.

Additionally, over the course of the program, each brand will receive dedicated mentorship from industry leaders who are successfully building their brands. MUSE Accelerator mentors for 2024 include Aliyah and Marco Marandiz of Sugardoh, Cassandra Thurswell of Kitsch, Tony Prado of Rizos Curls, Priscilla Tsai of Cocokind, Lillian Tung of Fur, Maeva Heim of Bread, Gina Woods of Donna’s Recipe, and Abbas and Aamir Attarwala of Nemat.

“Being a mentor and part of the inspiring Ulta Beauty MUSE Accelerator journey is an incredible honor,” said Cassandra Morales Thurswell, founder and CEO of Kitsch. “It’s amazing that Ulta is providing this platform for brand owners, and I hope that sharing my expertise can help guide and support emerging entrepreneurs as they navigate growth.”

To learn more, go here.