Ulta Beauty Fuels 8 Diverse Beauty Brands with $50K Investment and Mentorship in Muse Accelerator
Ulta Beauty has proudly unveiled the eight pioneering brand founders selected for its highly anticipated 2025 Muse Accelerator program. This intensive 10-week initiative is meticulously designed to provide early-stage beauty businesses with critical funding, invaluable mentorship, and comprehensive retail preparation, setting a robust foundation for their future success. The program is set to commence on September 8, marking the beginning of an exciting journey for these innovative brands.
Each participating brand in the 2025 cohort will receive a significant $50,000 investment, underscoring Ulta Beauty's commitment to fostering growth. Additionally, one exceptional brand will be awarded an extra $10,000 through a special partnership with the Fifteen Percent Pledge, further amplifying its potential. Beyond financial backing, a cornerstone of the accelerator is the dedicated mentorship provided by experienced founders from within the Ulta Beauty brand family, who offer relevant and meaningful guidance drawn from their own recent experiences in building a brand from its nascent stages.
The 2025 cohort showcases a vibrant mix of categories, spanning cosmetics, skincare, haircare, and wellness, reflecting the diverse landscape of the modern beauty industry. Among the selected founders are Carolina Lopez, who leads Bejou, a sensitive skin brand deeply rooted in Latin American botanicals; Alanna Tran, the visionary behind BiotechBeauty, a biotech-powered clean makeup line; and Yrenes Martínez, founder of Ginger Milk Natural Care, a haircare brand drawing inspiration from the potent benefits of tropical ingredients and fresh Dominican ginger. Also joining are Heather and Felice Chan, the innovative minds behind Moonbow, a skincare company that masterfully blends Traditional Chinese Medicine principles with advanced modern formulations.
Completing this impressive lineup of trailblazing founders are Necole Kane and Ma-Shyrra Durden, creators of My Happy Flo, a plant-based feminine wellness supplement brand; Smitha Rao, whose Parëva Beauty offers modern skincare built on radical transparency and robust scientific principles; Irene Ham, bringing Poom Cosmetics, a Korean acne-safe makeup brand, to the forefront; and Dawn Myers, the founder of Richualist, a specialized hair styling system thoughtfully designed for women of color. Each brand brings a unique perspective and addresses distinct needs within the beauty market.
"The inherent beauty of the Muse Accelerator lies in its capacity to forge a lasting foundation and establish clear pathways for early-stage founders to not only survive but truly thrive," stated Jessica Phillips, Vice President of Merchandising at Ulta Beauty. She further emphasized, "By diligently nurturing new brands and deliberately expanding access to essential funding and mentorship, we are confident in our ability to cultivate a more inclusive and representative beauty community for all."
Launched in 2022, the Muse Accelerator is a pivotal component of Ulta Beauty’s broader and enduring commitment to amplify underrepresented voices and broaden access within the dynamic beauty industry. The program has already demonstrated remarkable success, having incubated several brands that have since successfully transitioned into national retail. Notable examples include Pound Cake, Octavia Morgan Los Angeles, Scarlet by RedDrop, and Ocoa, all of which are testaments to the program's effectiveness in launching promising beauty ventures.
