Program developed as part of Ulta Beauty's commitment to amplifying and investing in underrepresented voices in beauty and will curate a diverse assortment, nurture emerging BIPOC-founded brands, and meaningfully shape the beauty industry.

Our 2022 ULTA MUSE ACCELERATOR Participants

Bonita fierce

Bonita Fierce Candles is dedicated to creating premium home fragrance inspired by Latin heritage, providing a sense of familiarity, home and belonging.


Dehiya Beauty is a plant-based, vegan, and sustainable skincare line inspired by Moroccan time-honored rituals, conscious beauty, and the lazy minimalist.

pound cake

We created Pound Cake because we saw a marginalizing industry that not only refused to include us in their beauty standard, but also in their product creation.


Squigs is fun and effective beauty brand rooted in Ayurveda, whose mission of Happy Headcare was created to put you in a good mood.


I founded Ourside because scent has always been my safe space. Scent takes me on daydreams to places I've never been and connects me to people across time and space.


Easy-to-use, bottle-free hair care designed for curly hair and busy lives.

Sade baron

With the health of skin and planet top of mind, Canadian mother-daughter duo Sade and Rachel Baron set out
to create a line of high-quality, vegan body care products crafted with nutrient-rich superfoods.


YINA was founded by Angela and Ervina as a vision to share wellness rituals inspired by Chinese Medicine.