Sephora adds LATAM brands to its Accelerate program

By Simon Pitman

- Last updated on GMT

Getty Images
Getty Images
Over the past five years the Sephora Accelerate program has helped to platform many indie beauty brands, and the latest additions to the program include two LATAM brands.

Designed to help start-ups from all over the globe who meet Sephora’s criteria for ethical, transparency and quality standards, the Latin American brands that have been added to the program’s merchandising category include Brazilian-based brands Care Natural Beauty and Orna Makeup, together with Mexican player Polvos Magicos.

The LATAM brands were amongst 11 other brands that were chosen as the latest additions to the Accelerate program, which has now been running for five years and has been expanded to have an international scope.

As well as the three LATAM brands, there were three from Europe, two each from both the US and Australia and one from China.

The support given by the Accelerate program

The program gives a wide variety of support to the chosen companies, which is designed around four primary components, all with the aim of helping to support and grow young businesses.

Those components include a week-long boot camp designed to help create meaningful strategies, a six-month mentoring program, eligibility to loans and grants and a Demo Day.

The Demo Day takes place in October every year and is designed around targeted networking for growth opportunities, serving to connect the brands with industry experts, potential investors and decision makers within Sephora.

More about those LATAM brands

Sephora invited Patricia Camargo, who is the cofounder of Care Natural Beauty for a number of standouts regarding the skincare business, which includes the use of 100% Brazilian ingredients as well as packaging that is environmentally friendly thanks to the use of recyclable plastic.

Julia Alcantara is the cofounder of the other Brazilian brand, Orna Makeup, which she set up along with her three sisters. Julia was chosen to represent the brand because it is a cruelty-free line that has also been established supporting fair trade and conscious consumption principles.

The Mexican brand Polvos Magicos will be represented by its founder Elena Muňoz, who is the driving force behind a line of products that has been developed using locally sourced ingredients native to Mexico, while a percentage for the revenue is donated to marine conservation projects.

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