
Sephora North America has unveiled the eight BIPOC-founded beauty brands selected for its 2025 Accelerate program, marking a decade of commitment to supporting diverse and emerging beauty talent. This incubator initiative remains a key platform for BIPOC entrepreneurs, offering invaluable mentorship and resources to help them grow and scale their businesses. The 2025 cohort includes brands spanning various beauty categories such as skincare, haircare, fragrance, and makeup, reflecting the evolving beauty landscape that celebrates inclusivity and innovation.
The Sephora Accelerate program is renowned for its comprehensive six-month curriculum, which includes one-on-one mentorship, merchandising assistance, grants, and connections with investors. Brands that successfully complete the program gain the opportunity to launch at Sephora North America. Participants also receive ongoing support through digital tools and in-person resources designed to help them navigate the complexities of scaling a business. Since pivoting in 2021 to focus specifically on BIPOC founders, the program has helped 33 brands, with more than half of the 2021–2023 cohort now available for purchase at Sephora.
Priya Venkatesh, Sephora’s Global Chief Merchandising Officer, expressed her excitement about this year’s finalists: “We are delighted to celebrate the 2025 Accelerate finalists and recognize their incredible potential to shape the future of beauty. This program has become a proven platform for championing diverse founders and empowering them with the resources, expertise, and community they need to launch and thrive.”
The 2025 Sephora Accelerate cohort includes the following brands:
- 4AM by Jade Beguelin & Sabrina Sadeghian – A research-backed skincare brand offering luxurious, all-in-one products designed to simplify skincare routines without compromising indulgence.
- OliviaUmma by Hye Young Kim – A Korean-inspired skincare brand designed for cross-generational use, blending traditional ingredients with modern needs.
- Bounce Curl by Merian O – A science-backed hair care brand that offers patented, high-performance products for curly, wavy, and coily hair.
- THE POTION STUDIO by Aziza El Wanni – Clean, climate-adaptive hair care for textured hair, aimed at simplifying routines for those with busy lifestyles.
- TONAL Cosmetics by Christal Alert – Sun care-first makeup for all skin tones, designed to protect and enhance beauty in every shade.
- INFLUXIOUS by Funmi Monet – A luxury brand offering fine fragrances and scented adornments to elevate the art of fragrance.
- RUHVEDA by Fatema Raja & Navneet Kaur – A contemporary fragrance brand rooted in South Asian heritage and Ayurvedic traditions.
- The Steam Bar by Judy Koloko – A groundbreaking hair care brand focused on skinification and the art of steaming, promoting hair regeneration.
In addition to the robust curriculum, the Accelerate program offers a unique opportunity for founders to access personalized consulting services from experts like Front Row and Clarity Media. The program also connects participants with a powerful advisory team composed of industry leaders, including legacy founders from Sephora’s portfolio, beauty experts, and financial professionals. This network provides unparalleled guidance tailored to the specific needs of each brand, ensuring they are well-equipped for long-term success.
Sephora continues to invest in the growth of its Accelerate cohort through opportunities like the Sephora Impact Summit, which focuses on building, supporting, and championing BIPOC brands. The company also partners with initiatives such as the Sephora Beauty Grant, a $100,000 award for Black beauty business owners, and Nancy Twine’s Dream Makers Founder Grant, which supports underrepresented female founders in the consumer space.
Eligibility for the program requires applicants to be at least 18 years old, with a North American-incorporated company in the early stages of development. Sephora considers each brand’s vision, innovation, and current product stage when selecting finalists. The 2025 cohort was chosen following an application process in Fall 2024.
As Sephora celebrates a decade of the Accelerate program, it remains a driving force in supporting BIPOC beauty founders, amplifying diverse voices, and empowering entrepreneurs with the tools they need to succeed in a competitive market. This initiative is a testament to Sephora’s commitment to inclusivity, innovation, and the future of the beauty industry.
To learn more about the Sephora Accelerate program, visit sephoraaccelerate.com.
About Sephora
Sephora, the world’s leading global prestige beauty retailer, connects beauty brands with customers through over 3,000 stores in 34 markets, as well as e-commerce platforms. Known for its vast selection of over 300 brands, including its own Sephora Collection, Sephora is committed to disrupting the beauty retail industry by promoting a world of inspiration and inclusion. Since its founding in 1969 and as part of the LVMH Group since 1997, Sephora has remained at the forefront of beauty innovation. Visit https://www.sephora.com/about-us and follow @Sephora for updates.