Sephora to create the 'future of beauty' with 2025 Accelerate programme

Sephora has revealed the names of eight BIPOC (Black, Indigenous, and People of Colour) brands selected for its 2025 Accelerate programme. The programme nurtures and propels emerging beauty brands, such as its alumni Inde Wilde. 

This year marks a decade of the programme, which continues to be a vital launchpad for BIPOC businesses.  This year’s cohort spans the haircare, makeup, skincare, and fragrance categories.

Each business will take part in a six-month curriculum with mentorship, merchandising support, grants and investor connections for all participants. Plus, they will have the opportunity to launch at Sephora North America upon completion.

Priya Venkatesh, Global Chief Merchandising Officer at Sephora said: "We are delighted to celebrate the 2025 Accelerate finalists and recognize their incredible potential to shape the future of beauty.

"This programme 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 continued interest from this year’s applicant pool reflects not only the program’s impact but also the demand for unique, innovative brands that reflect today’s diverse beauty landscape. At Sephora, we are proud to stand alongside these founders, ensuring they have the tools and support to succeed far beyond the programme"

Meet the 2025 Sephora Accelerate programme participants:

• Jade Beguelin & Sabrina Sadeghian, 4AM – 4AM is a research-backed skincare brand that creates luxurious, all-in-one products designed to simplify your skincare routine without sacrificing life’s guilty pleasures.
• Hye Young Kim, OliviaUmma – OliviaUmma is an innovative skincare brand inspired by Korean beauty and designed for cross-generational use.
• Merian O, Bounce Curl – Bounce Curl is a science-backed hair care brand that creates high-performance products designed to enhance curly, wavy and coily hair.
• Aziza El Wanni, The Potion Studio – The Potion Studio crafts clean, climate-adaptive hair care for textured hair, which streamlines routines for 'the lazy natural'.
• Christal Alert, Tonal Cosmetics – Tonal Cosmetics is sun care-first makeup for all skin tones.
• Funmi Monet, Influxious – Influxious is an overflow of luxury through fine fragrances and scented adornments.
• Fatema Raja & Navneet Kaur, Ruhveda – Ruhveda is a contemporary fragrance brand rooted in South Asian heritage and Ayurveda.
• Judy Koloko, The Steam Bar – The Steam Bar promotes the regeneration of hair through the groundbreaking delivery system which is steaming for all.