September 5, 2025 — Rare Beauty Brands, parent company of Patchology, has reopened applications for its LIFT Beauty Accelerator, a reimagined version of its long-standing brand support program launched in 2021. In partnership with JCPenney, the initiative provides funding, mentorship, and retail access to underrepresented beauty founders. Now entering its second year under the LIFT name, the program continues to evolve as a platform for early-stage brands to gain traction, scale thoughtfully, and build lasting community.
In 2025, three founders will be selected to receive non-dilutive capital, executive mentorship, in-kind services, and the opportunity to pitch for distribution with JCPenney.
“LIFT is more than a program—it’s our commitment to expanding opportunity in beauty,” said Chris Hobson, CEO of Rare Beauty Brands. “We’re proud to continue building a platform where underrepresented founders can thrive.”
“The sessions were thoughtful and relevant, and the Rare Beauty Brands team made every moment feel personal and supportive,” said Jamila Powell, founder of Naturally Drenched and 2024 winner. “I walked away not just with tools—but with a true community.”
WHAT WINNERS RECEIVE
- Non-Dilutive Funding – $10,000 in grant funding per brand
- Retail Pitch Opportunity – Present to JCPenney for potential in-store or online distribution
- Executive Mentorship – Personalized, real-time guidance from Rare Beauty Brands and partners
WHO CAN APPLY & HOW YOU’LL BE EVALUATED
Eligibility Requirements:
- 18+ founder from an underrepresented background in the beauty industry
- Company is U.S., U.K., or Canada incorporated
- Early-stage product-based brand (e.g., skincare, cosmetics, haircare) with limited distribution, no institutional funding, and less than $1M in revenue
- Must be at least at prototype stage
- Previous applicants (excluding past winners) are welcome to reapply
- Service-based businesses are not eligible.
SELECTION CRITERIA
- Compelling founder story and demonstrated commitment to the brand’s mission
- Product innovation and early traction or customer engagement
- Scalable business model and go-to-market strategy
SPONSORS
- Title Sponsors: Rare Beauty Brands, JCPenney
- Platinum Sponsors: The Benchmarking Company, Coast to Coast Fulfillment, Validated Claim Support
- Gold Sponsor: Independent Beauty Association (IBA)
Applications are now open at rarebeautybrands.com/lift-beauty-accelerator and will close on September 22, 2025 at 11:59 p.m. ET..
About Rare Beauty Brands
Rare Beauty Brands’ mission is to develop and scale unique brands with a truly positive impact, that inspire and empower. In a word, rare. Rare Beauty Brands (RBB) is the parent company of skincare-meets-selfcare brand Patchology. RBB’s LIFT Beauty Accelerator program provides more visibility, supplier diversity opportunities, corporate mentorship, and funding for founders. For more information, visit rarebeautybrands.com.
About JCPenney
JCPenney, part of Catalyst Brands, is the shopping destination for America’s diverse, working families. With inclusivity at its core, the Company’s product assortment meets customers’ everyday needs and helps them commemorate every special occasion with style, quality and value. JCPenney offers a broad portfolio of fashion, apparel, home, beauty and jewelry from national and private brands and provides personal services including salon, portrait and optical. The Company and its 50,000 associates worldwide serve customers where, when and how they want to shop – from jcp.com to more than 650 stores in the U.S. and Puerto Rico.
In 2022, JCPenney celebrated 120 years as an iconic American brand by continuing its legacy of connecting with customers through shopping and community engagement. Please visit JCPenney’s Newsroom to learn more and follow JCPenney on Facebook, Instagram, and Twitter.
