Plano-based JCPenney, Massachusetts’ Rare Beauty Brands, and key partners like the Black Beauty Collective have announced the winners of the 2024 LIFT Beauty Accelerator. The program aims to uplift female-identifying beauty brand founders from underrepresented communities by providing them with critical resources, mentorship, and funding to scale their businesses.

Five innovative beauty brands were selected from a record number of applicants, “showcasing visionary approaches to beauty and a dedication to inclusivity,” the organizations said—with a Dallas-based startup making the list as the People’s Choice winner.

Each winning LIFT Beauty Accelerator startup will receive a $10,000 non-dilutive grant, exclusive retail opportunities, mentorship from beauty executives, and in-kind services including product testing and retail support software.

The 2024 winners are:

Scent & Fire :: Selected by public vote as the People’s Choice winner, this Dallas-based fragrance brand was founded by Monisha Edwards. Offering allergen-free scents for both body and space, the line is inspired by “self-love and cultural roots.” Backed by science and “sensory psychology,” the startup’s fragrances are made to “enhance moods, build confidence, and change the traditional outlook on self-care.” Its functional fragrances are manufactured without sacrificing sustainability, aesthetics, or cultural standards. 

“Winning the People’s Choice Award is a powerful reminder of the incredible support I’ve received from my community, family, and customers who believe in my brand and its vision,” Edwards said in a statement. “Being recognized by those who truly matter—the people who love and use my products—means everything to me. This honor fuels my passion to keep pushing forward, knowing that my brand is one to watch, and my journey is just beginning.”

Chéribé :: Founded by Salwa Peterson, this Princeton, New Jersey-based line of haircare products is made using the seeds from the Chébé plant, which grows only in the highlands of Chad in Africa. The nutrient-rich seed is packed with antioxidants, vitamins, and oleic acids. The hairecare line delivers “luxurious, clinically-proven results for softer, stronger, longer hair across all textures, without compromise.”

Daybird :: Founded by Veena Krishnan, this Austin-based startup is an “anti-beauty beauty brand” that’s redefining beauty standards with clean, functional makeup like the 4-in-1 Serum Skin Tint, a multitasking product that combines skincare, SPF, and sheer coverage to simplify morning routines and give users back their time and mental space.

Devin McGhee Kirkland (left) and Brit McGhee Kirkland are co-founders of Deon Libra, one of the six 2024 LIFT Accelerator startup winners. [Photos: Deon Libra]

Deon Libra :: Founded by Devin McGhee Kirkland and Brit McGhee Kirkland, this Atlanta-based startup is an adaptogenic stress care brand that promotes a balanced approach to stress management, supporting the body’s ability to handle stress for healthy skin, while celebrating and amplifying the beauty of Blackness. The company’s topical and ingestible products are formulated with adaptogens to empower a body’s natural ability to adapt to stress, turning it into the user’s “secret superpower.”

Naturally Drenched :: Founded by Jamila Powell, this Miramar, Florida-based startup is a luxury haircare line dedicated to nourishing all hair types, with a focus on textured hair, using high-quality ingredients, and sustainable packaging to deliver exceptional performance with environmental responsibility. It offers an advanced scalp and hair detoxification treatment designed to effectively eliminate buildup while specifically addressing the issues of itchy, flaky scalps.

Ourside :: Founded by Keta Burke-Williams, this NYC-based startup is a conscious, inclusive fragrance brand that blends high-quality, vegan, and cruelty-free ingredients to create unisex perfumes that foster emotional connections while prioritizing sustainability and ethical practices, making luxury accessible to all. It offers a line of fragrances that are “unconventional yet intimate,” inviting users to “reinvigorate their senses and reshift the narrative.”

More on what the startups will get

As part of their prize, the 2024 LIFT Accelerator winners will have the opportunity to reach a wider audience by pitching their brands for potential retail distribution at JCPenney Beauty, the company said. They’ll also receive a one-year membership in the Black Beauty Collective and opportunities for placement in BBC’s physical stores in Chicago and Los Angeles. The program benefits are “designed to help scale their businesses swiftly and sustainably, allowing them to thrive in the competitive beauty market,” JCPenney said.

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