Prime Highlights-
- Sephora redesigned its Accelerate program to focus on long-term business growth and brand survival.
- The program now offers expanded training in operations, finance, strategy, and mentorship from industry leaders.
Key Facts-
- Sephora has supported more than 40 beauty brands through its Accelerate program since 2016.
- Indie beauty brands now make up a large share of the U.S. beauty market, driving strong competition and faster brand launches.
Background-
Sephora has updated its Accelerate program to help emerging beauty brands build stronger and more stable businesses. The company said the goal is no longer only to help brands launch but also to support their long-term growth and survival in a highly competitive market.
The six-month program now focuses on business readiness and scaling skills. It includes training in operations, finance, media communication, team building, and strategic planning. Sephora also aligned the program timeline with its major industry summits in the United States.
Applications for the next cohort opened in early spring and closed by the end of the same month, with selected brands expected to be announced in the summer.
Sephora executives said the updated program takes a broader approach to brand development. They explained that each brand has a different journey, so the curriculum now aims to give founders flexible tools to grow and define their identity. The company also said the program is designed to support brands beyond training by offering mentorship and industry connections.
Founders in the program continue to receive guidance from Sephora leaders and experienced beauty entrepreneurs. Past mentors have included well-known industry figures from successful beauty brands. Sephora said this support helps new companies prepare for challenges in retail expansion.
The update comes as indie beauty brands continue to grow in the market and gain strong consumer demand. However, competition remains intense, and some brands that previously launched in Sephora stores have later closed. The company said this shows the need for stronger preparation before entering retail.
Since its launch in 2016, the Accelerate program has supported more than 40 brands, with many later launching in Sephora stores and online platforms.
