Apply Now: Sally Beauty Holdings 2022 Cultivate Accelerator Program

A pioneer when it comes to launching undiscovered brands, Sally Beauty was the first national beauty retailer to offer in-store distribution to Mielle Organics, The Mane Choice, and Arctic Fox. “It is extremely challenging for new brands to break into the beauty industry due to its competitive nature.

We want to give entrepreneurs a chance they otherwise might not receive,” said Maryann Herskowitz, Group Vice President of Merchandising at Sally Beauty. This was the impetus behind the launch of the Cultivate Accelerator Program in 2018.

It was conceived as a program that provides new brands with the opportunity to scale their business by offering distribution and access to a national audience. It propelled winning brands Curlanista and PuffCuff to new heights.

Ceata Lash, Founder of PuffCuff, shared that “receiving the President’s Innovation Award and being accepted into the Cultivate Program was an entrepreneurial ‘pinch me’ moment. We were thrown into the retail side of e-commerce where we learned invaluable lessons at a breakneck pace in real-time…