Empowering Visionary Beauty Founders
Program Summary
The LIFT Beauty Accelerator, Rare Beauty Brands’ incubation initiative dedicated to bridging the funding gap for beauty brand entrepreneurs from underrepresented backgrounds.
Participants will have the unique opportunity to forge a deep connection with our vibrant community, fostering a genuine bond that extends beyond business. This support includes non-dilutive cash funding, as well as practical, hands-on mentoring from Rare Beauty Brands and its partners. Moreover, winners will gain the invaluable opportunity to present their brands directly to leading national retailer JCPenney for potential distribution.
WHAT WE OFFER
In 2025, the LIFT Beauty Accelerator will offer three early-stage beauty brands from underrepresented communities practical resources, a network, and advice necessary to fulfill their potential.
Non-Dilutive Funding
- Minimum of $10,000 to each of our three program-winning brands.
Retail Opportunities
- Opportunity to pitch JCPenney for potential in-store or online product distribution
Practical Mentorship
- Cross-functional team of industry experts from Rare Beauty Brands and our Partners
- A focus on operational support and real-time coaching on practical startup challenges, not a rigid curriculum
- An open exchange of challenges, ideas, and support with fellow participants
In Kind Services
- Coast to Coast: $2,500+ in kind services $500 credit towards onboarding and fulfillment fees for each of the three finalists.
- Validated Claim Support: $1,000 in kind services, including consulting + free product screening for each of the three finalists.
- The Benchmark Company: $20,000 worth of claims testing for each of the three finalists.
SELECTION CRITERIA
A panel of industry experts and representatives from Rare Beauty Brands, JCPenney, and other sponsors will carefully evaluate each application based on several criteria, including:
Founder's Vision and Leadership
Our judging panel considers your passion, drive, and commitment to building a successful and impactful beauty brand that can scale in the competitive beauty products marketplace.
- Compelling founder story and authenticity
- Relevant experience and expertise in the beauty industry
- Passion and commitment to the brand’s mission
Business Concept and Product Innovation
We evaluate the uniqueness, innovation, and initial traction of your beauty brand and product offerings.
- Potential for disruption and innovation in the market
- Evidence of early customer engagement or sales
- Clarity and uniqueness of the brand’s selling proposition (USP)
Growth and Scalability Potential
We assess your business model’s scalability and potential for growth within the beauty CPG industry, including distribution strategy and market expansion plans.
- Market traction, social & community engagement
- Viable go-to-market strategy and channels for reaching customers
- Attractive unit economics and margin profile
SPONSORS
TITLE SPONSORS
PLATINUM SPONSORS
GOLD SPONSORS
PREVIOUS WINNERS
Veena Krishnan
Daybird Daybird“We thoroughly enjoyed our experience with the LIFT Accelerator Program – from the mentorship, to the other brands in our cohort, and the services provided. We always left the monthly meetups with our other cohort members and the Rare Beauty Brands team, having learned something new and with helpful, actionable insights that were immediately applicable to our business.”
Jamila Powell
Naturally Drenched Naturally Drenched“Participating in the LIFT Accelerator Program was an incredibly valuable experience for me as a founder. The sessions were insightful, relevant, and thoughtfully led, and I especially appreciated how accessible the executive team was throughout the entire program. No question ever felt too small or insignificant—they truly created a safe, open space for learning and growth.”
Halima Wyatt
Bath Notes Bath Notes“The team at Rare Beauty Brands has been instrumental in preparing my business for the next level. The team’s unwavering support, responsiveness, and deep knowledge have made every step of the journey smoother. Their genuine dedication and expertise have been invaluable assets to my growth and success.”
Jordan Karim
Flora & Noor Flora & Noor“The program was amazing and provided incredible support in scaling my business. The Rare Beauty Brands team has continued to be there for me for support and collaboration and I’m so grateful. I couldn’t recommend the program enough!”
Kim Roxie
Lamik Lamik“Winning gave me so much confidence to know my customers really want to see us Grow and Expand! The money we won went straight to the production and preparation to launch onto the major retailer’s website without hesitation! To be honest, the best part of winning the competition was having the Rare Beauty Brands team on my side.”
FAQs
LIFT Beauty Accelerator is an incubation program designed to support innovative and inspirational beauty brand founders, with a focus on founders from underrepresented communities. Through comprehensive training, resources, and mentorship, the program equips participants with the necessary skills and knowledge to build and sustain successful businesses.
This program is exclusively for beauty brands that meet the following criteria:
- Applicant is 18+, from an underrepresented background in the beauty industry
- Company is US, UK, or Canada incorporated
- Early stage – no institutional funding, limited distribution, less than $1m revenue
- Beauty products (cosmetics, skincare, haircare, fragrance, etc.) at least at prototype stage
- Previous applicants, excluding winners, are welcome to re-apply.
Please note: This program is not intended for service-based beauty businesses such as salons, spas, or individual beauty service providers.
Applications will be open from August 4, 2025, at 10 am EST to September 22, 2025, at 5 pm EST. Click here to start your application.
A panel of industry experts and representatives from Rare Beauty Brands, JCPenney, and other sponsors will carefully evaluate each application based on several criteria, including:
- Founder’s Vision and Leadership: Our judging panel considers your passion, drive, and commitment to building a successful and impactful beauty brand that can scale in the competitive beauty products marketplace.
- Business Concept and Product Innovation:We evaluate the uniqueness, innovation, and initial traction of your beauty brand and product offerings.
- Growth and Scalability Potential: We assess your business model’s scalability and potential for growth within the beauty CPG industry, including distribution strategy and market expansion plans.
The selection process aims to identify the most promising and innovative beauty brands led by passionate and dedicated founders who align with the program’s values and objectives.
Round 1: Applications will be open from August 4, 2025, at 10 am EST to September 22, 2025, at 5 pm EST. Click here to start your application.
Round 2: The selected finalists will be notified in September, and presentations with a live judging panel will take place in October.
The winners will be announced on or around October 29, 2025.
No, there is no cost for participants to submit their application or to participate in the program.
Apart from the application process, the mentoring part of the program is flexible to your unique needs as a brand. We don’t have a set “curriculum” and we will collaborate with you to determine how we can help you the best.
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