In an exciting announcement, Sephora North America has unveiled the eight emerging beauty brands selected for its 2025 Accelerate program, designed to nurture the growth of innovative beauty enterprises.
This Year’s Participants
This year’s lineup features an impressive array of talent, including 4AM, a research-driven skincare brand founded by Jade Beguelin and Sabrina Sadeghian. K-Beauty aficionados will recognize OliviaUmma, led by Hye Young Kim, which also made the cut. Inclusivity is at the program’s core, with Meria O of Bounce Curl, who specializes in products for curly, wavy, and coiled hair, among this year’s participants.
The diverse cohort also showcases Aziza El Wanni, founder of The Potion Studio, dedicated to textured hair care; Christal Alert, the creative mind behind Tonal Cosmetics; and Funmi Monet, the visionary behind the fragrance brand Influxious. Fatema Raja and Navneet Kaur, co-founders of Ruhveda, along with Judy Koloko, who launched The Steam Bar specializing in hair care, complete the group.
Program Benefits
Since its inception in 2016, the Accelerate program has focused on cultivating promising brands, with a renewed emphasis in 2021 on supporting founders from underrepresented backgrounds. Over the course of six months, participants benefit from invaluable mentorship, merchandising advice, financial support, and connections with potential investors.
One of the most exciting aspects of the program is the chance for these brands to make their debut at Sephora North America upon completion. Priya Venkatesh, Sephora’s Global Chief Merchandising Officer, highlighted the program’s role as a vital resource for diverse founders, equipping them with essential skills, knowledge, and community connections to succeed in the beauty industry.
Commitment to Emerging Entrepreneurs
Venkatesh noted that the overwhelming interest from this year’s applicants underscores the program’s effectiveness and the rising demand for distinctive beauty brands that resonate with today’s consumers. Each founder is paired with a dedicated advisory team, which consists of beauty industry veterans and successful founders already in Sephora’s portfolio, ensuring they receive tailored guidance throughout their journey.
Concluding her comments, Venkatesh reaffirmed Sephora’s dedication to these emerging entrepreneurs, emphasizing the brand’s commitment to providing ongoing resources and support to help them thrive long after the program ends.
Source: Cosmeticsbusiness.com