THE WHAT? Sally Beauty has launched its third Cultivate Accelerator Program, which is designed to find, launch and support small businesses creating innovative products within the hair care, hair color, styling tool and nail categories.

THE DETAILS The US beauty retailer offers distribution and access to a national audience to emerging brands, with previous cohorts including Culanista, PuffCuff, UniQurl and True+Pure Texture.

Previously focusing specifically on female founders, this year, the retailer has expanded the program to a more diverse group of beauty innovators.

THE WHY? Maryann Herskowitz, Group Vice President of Merchandising at Sally Beauty, commented, “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.”