JCPenney and Rare Beauty Brands have selected 10 finalists for the 2024 LIFT Beauty Accelerator program, which was created to empower female-identifying founders from underrepresented backgrounds. LIFT will support five early-stage brands from these communities with $10,000 grants, retail distribution and mentorship from beauty executives.
During the competition’s next phase, finalists will pitch their concepts to a judging panel that includes Daren Curry, VP of Digital Acceleration at Rare Beauty Brands; Ron Branscom, Senior Buyer, JCPenney; and Marcha Chaudrey, Founder of the Equity & Wellness Collaborative. The competition video will begin streaming today at 6 p.m. Central, and viewers can vote for a People’s Choice recipient through Oct. 6 at 11:59 p.m. Central.
“This is the fourth year of our accelerator program and by far the most successful,” said Chris Hobson, CEO of Rare Beauty Brands in a statement. “We had a record number of applicants, but more than quantity, the quality has been off the charts. This year’s 10 finalists and five deserving winners are all exciting, category-defining brands that have a bright future.”
The finalists are:
- Salwa Peterson, Chéribé;
- Veena Krishnan, Daybird;
- Devin McGhee Kirkland, Deon Libra;
- Amara Onwukaeme, Femigist;
- Marcia Cole, Fourth Phase;
- Jamila Powell, Naturally Drenched;
- Keta Burke-Williams, Ourside;
- Meghan Graham, Ries;
- Monisha Edwards, Scent & Fire; and
- Nikita Charuza, Squigs.
“This pitch competition is about breaking barriers and creating opportunities for diverse beauty founders,” said Leslie Roberson, Founder and CEO of Black Beauty Collective, a sponsor of the program, in a statement. “We’re here to amplify voices that have been overlooked and celebrate the unique contributions they bring to the beauty industry. Together, we’re redefining success in beauty.” Black Girl Ventures also is a sponsor of the competition.
