Ulta Beauty has revealed the eight brand founders selected for its 2025 MUSE Accelerator program.
The 2025 cohort represents a diverse lineup of early-stage brands specializing in skin care, hair care, cosmetics and wellness. Participants include Carolina Lopez of Bejou, Alanna Tran of BiotechBeauty, Yrenes Martínez of Ginger Milk Natural Care, Heather and Felice Chan of Moonbow, Necole Kane and Ma-Shyrra Durden of My Happy Flo, Smitha Rao of Parëva Beauty, Irene Ham of Poom Cosmetics, and Dawn Myers of Richualist.
Each brand will receive $50,000 in funding, mentorship from industry pioneers, and access to Ulta Beauty’s 10-week curriculum. Key program components include brand strategy and positioning, retail 101, supply chain and logistics, and a demo week where participants will pitch to retail merchants and investors.
“Our goal with the MUSE Accelerator is to build a more inclusive beauty community by empowering early-stage founders,” said Jessica Phillips, VP of merchandising, Ulta Beauty. “This program provides the tools, funding, and mentorship needed to help them thrive.”
The MUSE Accelerator has already proven successful, having launched standout brands like Pound Cake, Octavia Morgan Los Angeles, Scarlet by RedDrop and Ocoa into retail distribution. This year’s program saw over 500 applications, highlighting its growing impact as a pipeline for next-generation beauty brands.
“This program is another example of where Ulta Beauty is truly leading in both thought and action in our competitive industry,” said Jeff Lee, CEO and co-founder of DIBS Beauty and 2025 MUSE Accelerator mentor. “As founders, we all know that mentorship is table stakes–it’s sponsorship that takes your business to the next level and community that sustains your brand's core. The MUSE Accelerator provides a once-in-a-lifetime opportunity for all of these key elements to come together for truly deserving brands, with resources all of us wish we had when we were starting out. It's about encouraging innovation with both a welcoming environment and rigorous standards, while also providing an opportunity for mentors to stay up to date and even refresh our own visions and strategies.”
