Ulta Beauty unveils 2025 Muse Accelerator Cohort

Ulta Beauty has named the eight brand founders selected for its 2025 Muse Accelerator program, a 10-week initiative designed to support early-stage beauty businesses with funding, mentorship, and retail preparation. 

The program begins September 8 and includes a $50,000 investment for each participant, plus an additional $10,000 award for one brand chosen in partnership with the Fifteen Percent Pledge. Alongside funding, 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 to offer meaningful guidance.

The 2025 cohort spans a mix of categories across cosmetics, skincare, haircare, and wellness. Among the founders are Carolina Lopez of Bejou, a sensitive skin brand rooted in Latin American botanicals; Alanna Tran of BiotechBeauty, a biotech-powered clean makeup line; Yrenes Martínez of Ginger Milk Natural Care, a hair care brand inspired by the power of tropical ingredients and fresh Dominican ginger; Heather and Felice Chan of Moonbow, a skincare company blending Traditional Chinese Medicine with modern formulations.

Completing the cohort is Necole Kane and Ma-Shyrra Durden of My Happy Flo, a plant-based feminine wellness supplement brand; Smitha Rao of Parëva Beauty, a modern skincare brand rooted in radical transparency and good science; Irene Ham of Poom Cosmetics, a Korean acne-safe makeup brand; and Dawn Myers of Richualist, a hair styling system designed for women of color.

“The beauty of the Muse Accelerator is that it creates a lasting foundation and pathways for early-stage founders to thrive,” said Jessica Phillips, vice president of merchandising, Ulta Beauty.

“By nurturing new brands and expanding access to funding and mentorship, we believe we can build a more inclusive beauty community.”

Launched in 2022, the Muse Accelerator is part of Ulta Beauty’s broader commitment to amplify underrepresented voices and expand access within the beauty industry. The program has already incubated several brands into national retail, including Pound Cake, Octavia Morgan Los Angeles, Scarlet by RedDrop, and Ocoa.