Sephora Is Relaunching Its Brand Incubation Program With a Focus on POC-Founded Brands

The beauty retailer relaunches this 6-month bootcamp.


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Starting a beauty business from scratch can be overwhelming, to say the least, and it's no secret that Black-owned businesses have historically been slighted in the beauty industry due to systemic racism, lack of mentorship, and insufficient funding. In hopes of bridging the gap and providing more diversity in its stores, beauty retailer giant, Sephora, has committed to not only dedicating 15% of shelf space to Black-owned beauty brands, it also recently announced the relaunch of their Accelerate incubation program for 2021 with an exclusive focus on POC-founded and owned brands. 

If you’ve ever fantasized about walking into a Sephora location and seeing your beauty product on their shelves, now may be your chance with the brand’s six-month intensive boot camp. Designed to teach the necessary skills to create a successful business and eventual launch at Sephora, the Accelerate program will provide content and curriculum that is backed by digital and in-person resources. Founders who qualify for Sephora Accelerate will embark on a six-month journey that consists of a boot camp, mentorship, lessons on grants and funding, and more. 

The program kick-starts with a hands-on learning experience to help founders structure their business model, boost branding and marketing, and develop a growth plan to ensure a successful launch at Sephora. Founders will tackle business challenges and grow through one-on-one, personalized mentoring from beauty industry and Sephora leaders. Participants will receive a monetary grant and may be eligible for additional funding. After completing the program, founders will be able to pitch their company to industry experts, investors, and senior-level Sephora leaders.

Here Are the Requirements to Apply to Sephora Accelerate:

  • You must have a merchandise product brand (makeup, skincare, fragrance, wellness, hair, and accessory).
  • You must lead a US-incorporated company.
  • You must be founded or co-founded by a person 18-years-old or older.
  • You have to be in an early-stage brand (with at least a lab sample or prototype) not yet distributed widely by others.

Applications open October 1st and close October 15th. Those interested can visit to apply.

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