Retailer Accelerator Programs
The retailer-run incubators that give emerging brands mentorship, funding, and a shot at shelf space, and which ones are actually active right now.
Several major retailers run their own accelerators and incubators to find emerging brands. They vary a lot: some give real money, some give mentorship and access, and a few give a direct path to shelf space. The catch is that these programs open and close on their own schedules, and some pause between cycles, so treat any list as a starting point and confirm the current window before you build a plan around one.
The programs worth knowing
- Sephora Accelerate. Sephora’s six-month incubator for BIPOC-founded beauty brands, with mentorship, grants, investor connections, and a shot at launching at Sephora. One of the few that gives direct funding. See our full guide to Sephora Accelerate.
- Ulta MUSE Accelerator. Ulta’s program for BIPOC beauty founders. Its 2025 cohort of eight founders each received $50,000 plus an intensive 10-week retail-readiness program. It is one of the more generous on cash.
- Whole Foods LEAP. The Local and Emerging Accelerator Program for early-stage food and grocery brands, offering placement in select stores, funding eligibility, a curriculum, and a yearlong forager mentorship. See getting into Whole Foods.
- Walmart Open Call. Walmart’s annual pitch event, held in Bentonville (usually in the fall), where suppliers pitch products directly to Walmart and Sam’s Club buyers. It centers on products made, grown, or assembled in the US. Walmart also runs supplier onboarding programs like Walmart Start.
- Sally Beauty Cultivate. A program that has offered emerging beauty founders mentorship, funding, and potential distribution through Sally Beauty.
- Target. Target’s accelerator site currently centers on retail-technology startups. Target has also run consumer-brand programs, including Target Takeoff and Forward Founders for early-stage BIPOC founders, though these have run periodically rather than continuously, so confirm what is open before counting on it.
How to use them
An accelerator is leverage, not a shortcut. The brands that get the most out of one usually apply when they are already selling somewhere and can show traction, then use the program to get retail-ready and meet buyers faster than a cold pitch ever would. A few things to keep in mind:
- Watch for the cash. Programs that give a grant (Sephora Accelerate, Ulta MUSE) are worth more than ones offering access alone, especially early on.
- Read what shelf access really means. “A path to shelves” often means placement in select stores during a future reset, not a permanent national rollout. That is still valuable, as long as you know what you are getting.
- Apply early and prepared. Cohorts are small and windows are short. A distinctive product and real sales data are what get you selected.
Frequently Asked Questions
What retailer accelerator programs give funding?
Sephora Accelerate provides grants to its BIPOC beauty cohort, and Ulta’s MUSE Accelerator gave its 2025 cohort $50,000 each. Whole Foods LEAP offers funding eligibility through its donor advised fund. Many other retailer programs provide mentorship, merchandising support, and buyer access rather than direct cash, so check each one’s terms.
Are these programs only for beauty brands?
No. Beauty has the most retailer accelerators (Sephora, Ulta, Sally Beauty), but Whole Foods LEAP serves food and grocery brands, and Walmart’s Open Call is open across categories with a focus on US-made products. Match the program to your category and retailer.
How do I get into a retailer accelerator?
Apply during the program’s open window with a distinctive product and evidence it already sells, such as sales data, reviews, or a real customer base. Cohorts are small and competitive. Because windows open and close and some programs pause between cycles, confirm the current application period on the retailer’s site before you plan around it.
Sources
- Target Accelerators. Target’s accelerator site and current focus.
- BeautyMatter, “Ulta Beauty’s 2025 MUSE Accelerator Cohort”. The $50,000 grant and 10-week program structure.
- Sephora Newsroom, 2025 Accelerate cohort. Sephora Accelerate’s benefits and structure.
- Whole Foods Market LEAP on RangeMe. The LEAP accelerator’s benefits and application.