Ulta Beauty has revealed the eight early-stage, BIPOC-led brands selected for its 2025 MUSE Beauty Accelerator Cohort, spanning skincare, hair care, makeup, and wellness.
Each founder receives $50K in business support, plus a spot in a 10-week program starting Sept. 8, designed to provide hands-on learning, mentorship, and retail readiness training. Ulta Beauty launched the initiative in 2022 to amplify underrepresented voices in beauty and build a more inclusive industry.
In addition, Ulta Beauty and its partner Fifteen Percent Pledge will select one member of the cohort to receive an additional $10K award.
The 2025 MUSE Accelerator Cohort
Carolina Lopez, BEJOU: A sensitive skin and hyperpigmentation skincare brand rooted in Latin American botanicals. The brand’s science-backed, fragrance-free, and neurocosmetic formulas are made to calm, brighten, and protect while being safe for even the most sensitive skin.
Alanna Tran, BiotechBeauty: Redefining clean makeup 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 haircare 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 Chan & 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.
Necole Kane & Ma-Shyrra Durden, My Happy Flo: A feminine wellness brand committed to helping women build a better relationship with their cycles. From PMS, polycystic ovarian syndrome (PCOS), premenstrual dysphoric disorder (PMDD), or fibroids, the brand’s clinically tested, plant-based supplements help take the pain out of periods and support hormone balance for healthier cycles.
Smitha Rao, Parëva Beauty: A modern skincare brand rooted in radical transparency and good science that everyone can understand and trust. The name Parëva means "joyful transformation" in Sanskrit.
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. It detangles, conditions, applies product, and styles with just one stroke.
The program equips participants with practical tools to scale, from brand strategy and positioning to supply chain logistics and retail 101. A highlight is Demo Week, where founders pitch directly to Ulta Beauty merchants and connect with investors.
Beyond funding and coursework, the MUSE Accelerator emphasizes mentorship: each founder is paired with seasoned leaders and recent brand-builders who share hard-earned insights and advice, creating a support system that extends past the 10-week program.
Mentors include Donna's Recipe co-founder and owner Gina Woods and Good Molecules co-founder Nils Johnson, among others
Four MUSE Accelerator brands thus far have broken into mass retail distribution: Pound Cake (2022 Cohort), Octavia Morgan Los Angeles (2023 Cohort), Scarlet by RedDrop (2024 Cohort), and Ocoa (2024 Cohort).