Ulta Beauty announces 2024 Muse Accelerator fellows
Ulta Beauty’s Muse Accelerator is announcing the cohorts of its 2024 Muse Accelerator program.
The program gives eight early-stage brands that span across the cosmetics, skin care, hair care and wellness categories, the opportunity to embark on a 10-week journey that includes a curriculum, mentorship and funding to help brands fuel their growth and prepare for retail distribution.
“As retail leaders and brand builders, we seek to create space and opportunities for all brands to thrive in our industry and nurture an inclusive assortment that reflects the beautifully diverse community we serve,” said Monica Arnaudo, chief merchandising officer, Ulta Beauty. “We’re focused on brand amplification, assortment growth and creating equitable guest and associate experiences so everyone can see themselves reflected in what we offer.”
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Those selected for the 2024 program include:
- Jamie Melbourne & Tony Lecy-Siewert for Apostle: A cosmetics brand for men that provides clean, cost effective, and efficacious alternatives to traditionally marketed beauty products;
- Audrey Ajakaye for Audaja: A skin care brand reimagining skincare for all skin types and tones, with skin of color in mind, born from the founder’s lifelong battle with chronic eczema;
- Amy Roe for Byroe: An upcycled superfood-infused skin care brand crafted with vegan and cruelty-free ingredients;
- Amara Onwukaeme for Femigist: A feminine care brand that provides plant-powered hormonal support and feminine wellness products along with educational resources;
- Mia Fiona Kut for Luna Nectar: A line of sustainable, waterless haircare products rooted in adaptogen theory, from Eastern rituals, combined with clinical actives;
- Nicol Varona Cancelmo & Cory Varona for Ocoa: A clean curl care brand inspired by the Dominican Republic and created to simplify curly hair routines with clean, nourishing ingredients that uplift natural beauty;
- Elimar Depaula for Queen Cosmetics: A beauty brand dedicated to designing products that transcend the ordinary, speak to your inner artist, and encourage self-expression and authenticity; and
- Dana Roberts, Jarrod Shaw and Dr. Monica Williams for RedDrop: A feminine care brand that is focused on helping ensure girls are prepared and empowered as their period journey begins.
Each brand part of the program will receive $50,000 in financial support to help accelerate their businesses and valuable resources to establish a foundation for long-term success. In addition, Ulta Beauty shared that alongside the Fifteen Percent Pledge, will select one member of the cohort to receive an additional $10,000 award.
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“Ulta Beauty understands that today’s consumers want the brands they see on retail shelves to reflect the diversity they see in their communities,” said Aurora James, founder of Fifteen Percent Pledge and creative director of Brother Vellies. “Fifteen Percent Pledge is proud to continue our partnership with Ulta Beauty and support the Muse Accelerator program, an incredible resource for emerging entrepreneurs to build their brands. I am excited to meet the amazing businesses in this year’s cohort!”
Mentors for this year’s program include Aliyah and Marco Marandiz of Sugardoh, Cassandra Thurswell of Kitsch, Tony Prado of Rizos Curls, Priscilla Tsai of Cocokind, Lillian Tung of Fur, Maeva Heim of Bread, Gina Woods of Donna’s Recipe, and Abbas and Aamir Attarwala of Nemat.
“Being a mentor and part of the inspiring Ulta Beauty Muse Accelerator journey is an incredible honor,” said Cassandra Morales Thurswell, founder and CEO of Kitsch. “It’s amazing that Ulta is providing this platform for brand owners, and I hope that sharing my expertise can help guide and support emerging entrepreneurs as they navigate growth.”
