Ulta Beauty announced the eight brand founders that will participate in the 2025 MUSE Accelerator program. 

Starting September 8, these early-stage brands spanning cosmetics, skincare, haircare, and wellness will start a 10-week journey that includes a robust curriculum, mentorship, and funding to fuel growth and prepare for retail distribution.

The MUSE Accelerator supports Ulta Beauty’s ongoing efforts to magnify, uplift, support, and empower underrepresented voices in the industry while curating an inclusive assortment that represents “All Things Beauty, All In One Place” for beauty enthusiasts. 

Over just a few years, the program has become a proven incubator, thoughtfully identifying and nurturing founders with strong vision, efficacious products, and scalable potential.

Jessica Phillips, vice president of merchandising, Ulta Beauty, said, 

“The beauty of the MUSE Accelerator is that it creates a lasting foundation and pathways for early-stage founders to thrive. By nurturing new brands and expanding access to funding and mentorship, we believe we can build a more inclusive beauty community.”

Each brand in the 2025 MUSE Accelerator cohort will receive $50,000 in financial support to help accelerate their business and valuable resources to establish a foundation for long-term success. 

Additionally, Ulta Beauty and long-time partner Fifteen Percent Pledge will select one member of the cohort to receive an additional $10K award.

The 2025 Cohort

• Carolina Lopez, BEJOU – A sensitive skin and hyperpigmentation skincare brand, rooted in Latin American botanicals. The brand offers science-backed, fragrance-free, and neurocosmetic formulas that are made to calm, brighten, and protect while being safe for even the most sensitive skin.
• Alanna Tran, BiotechBeauty – A clean makeup brand with clinically validated, biotech-powered formulas that go beyond coverage to actively support and improve skin health. BiotechBeauty combines high-performance color with science-backed skincare actives to create makeup that’s as good for your skin as it looks.
• Yrenes Martínez, Ginger Milk Natural Care – A Latina-founded hair care brand inspired by the power of tropical ingredients and fresh Dominican ginger. The brand creates clean, cruelty-free formulas that celebrate Caribbean beauty while delivering results customers can see and feel.
• Heather and Felice Chan, Moonbow – Blends the wisdom of Traditional Chinese Medicine with modern skincare to nurture both skin and spirit. Every formula is crafted to calm reactive skin while promoting radiance and balance.
• Smitha Rao, Parëva™ Beauty – A modern skincare brand rooted in radical transparency and good science that everyone can understand and trust.
• Irene Ham, Poom Cosmetics – A Korean beauty brand creating acne-safe, non-pore-clogging makeup made with simple, effective Korean formulas.
• Dawn Myers, Richualist – An all-in-one hair styling system designed to meet the nuanced needs of women of color. Products include detanglers and conditioners, creams and gels.
• Necole Kane and Ma-Shyrra Durden, My Happy Flo – A feminine wellness brand committed to helping women build a better relationship with their cycles. The brand’s clinically tested, plant-based supplements help take the pain out of periods and support hormone balance for healthier cycles.

During the 10-week program, these beauty founders will partake in a planning session, retail training session, a supply chain and logistics course, and a demo week to pitch their brand to Ulta Beauty merchants and network with investors. 

Each brand receives dedicated mentorship from founders within the Ulta Beauty brand family who have recently been through the early stages of building a brand and can impart meaningful guidance. Each founder generously donates their time and expertise to help shape the next generation of beauty leaders. 

The MUSE Accelerator mentors for 2025 are:

• Josh Kilmer-Purcell and Brent Ridge: founders, Beekman 1802
• Shelby Wild: founder, California Naturals
• Jeff Lee: CEO and co-founder, DIBS Beauty
• Gina Woods: co-founder and owner, Donna’s Recipe
• Kevin Gould: co-founder, and Ann McFerran, co-founder and CEO, Glamnetic
• Nils Johnson: co-founder, Good Molecules
• Alicia Yoon: founder and CEO, Peach & Lily
• Bryan Edwards: co-founder, Snif

Cohort members also receive mentorship and insight from Ulta Beauty experts across the company, along with industry leaders from BeautyMatter, Métier Creative, Coefficient Capital, Raindrop Agency, and Be Bold Group.