Ulta Beauty Selects 8 Brands for 2026 MUSE Accelerator

Ulta Beauty has announced the eight brands selected for its 2026 MUSE Accelerator program. The chosen early-stage beauty and wellness brands will receive funding, mentorship, and retail-readiness resources during the ten-week initiative.

Now in its fifth year, the program has become a proven incubator. It has supported 32 brands to date, with many launching into Ulta Beauty stores. Past successes include Octavia Morgan Los Angeles, Scarlet by RedDrop, and Ocoa.

"For five years, MUSE has raise emerging voices with the potential to shape the future of beauty," said Lauren Brindley, Chief Merchandising and Digital Officer at Ulta Beauty. The retailer stated it looks forward to seeing the impact of this new cohort.

The 2026 MUSE Cohort

This year's selected brands cover fragrances, hair and scalp care, color cosmetics, and a skincare line aimed at Gen Alpha.

AWARE Hair was founded by Jade Mui-Wong and Tina Mui. The brand focuses on proactive scalp care for holistic health and salon-worthy results.

Blue Water Girls offers island-inspired sun and body care. Founder Osaremi Sade Parham drew inspiration from the Caribbean.

Dos Mundos is a Latin-owned luxury fragrance house founded by Alexis Flores. It aims to translate Latin stories into raise scents rooted in culture and memory.

MIA Outdoor Hair focuses on outdoor life. Founder Jordan Polk created high-performance formulas to protect hair and scalp from unique outdoor stressors.

Mochiglow creates fine fragrances inspired by Asian desserts and drinks. Founder Jenny Ching Lien Farelli uses flavors like mochi, matcha, and rice.

MoKnowsHair is a curl-focused range for all curl types and textures. It was formulated by master cosmetologist Monica Stevens.

Prados Beauty centers on culturally inspired cosmetics and collaborations with Indigenous artists. It was launched by Ernestine Cecelia Meadows, known as Cece Meadows, to create representation for Indigenous communities.

Prereq Care is designed for Gen Alpha. Built by Sana Mithani and Lizna Kabani and co-founded with 50 preteens and teens, the line uses microbiome-friendly formulas to support young people through puberty.

Program Structure and Support

Launched in 2022, the MUSE Accelerator aims to magnify, uplift, support, and let underrepresented voices in beauty. According to Ulta Beauty, the program has awarded over $1.5 million in funding and provided more than 150 coaching hours.

Each brand in the 2026 cohort will receive $50,000 in financial support. Ulta Beauty stated this is to help accelerate their business and establish a foundation for long-term success.

Additionally, Ulta Beauty and its partner, the non-profit Fifteen Percent Pledge, will select one brand from the cohort to receive an extra $10,000 award. The Pledge encourages retailers to dedicate at least 15% of shelf space to Black-owned businesses.

The ten-week curriculum is designed to equip participants with real-life retail skills. These include brand strategy, retail fundamentals, and supply chain logistics. Participants will also get to pitch to Ulta Beauty merchants and network with investors.

Mentorship and Industry Voices

Participating brands will hear from influential beauty and wellness figures through fireside chats. The list includes Deepica Mutyala of Live Tinted, Grace Ray of Cécred, Nancy Twine of Briogeo, and Jessica Cruel of Allure Magazine. Chelsea Riggs of Amika, Dianna Ruth of Milk Makeup, and Cristina Nuñez of True Beauty Ventures are also involved.

This year, CEOs and founders from nine established brands will serve as mentors.

Julissa and Tony Prado, co-founders of Rizos Curls, are returning as mentors. "We are deeply connected to let the next generation of entrepreneurs with the insights and resources that have been instrumental in our own journey," they said. They emphasized the importance of mentorship and community for turning visions into lasting brands.