Following Sephora’s commitment made earlier this year to dedicate 15 percent of shelf space to Black-owned beauty brands, the retailer is kicking off an updated version of its Accelerate incubation program for 2021, with an exclusive focus on POC-founded and owned brands. Also, beginning in 2021, Sephora’s intention is to launch each brand, in the capacity that makes sense, that participates in the Accelerate program in its entirety.

Applications to the program, one that looks to help brand founders build their businesses, are being accepted through Thursday, October 15. Interested brands must meet several qualifications, including being a U.S.-based makeup, skin care, fragrance, wellness or hair brand founded or co-founded by someone at least 18 years of age. The brand must also be in the early stage of development without wide distribution.

Chosen founders will participate in a six-month program including bootcamp, mentorship, grants and funding and a final pitch day with the opportunity of launching with Sephora. For the past five years, Sephora Accelerate has been dedicated to cultivating a community of female-owned brands. The retailer’s goal now is to provide founders with the community and ecosystem to support their launch at Sephora.

Brands looking to apply can visit