Ulta Beauty's MUSE Accelerator Boosts Emerging Brands as Stock Dips 0.27% and Volume Ranks 180th

Ulta Beauty (NASDAQ: ULTA) closed September 3 with a 0.27% decline, trading on a volume of $0.53 billion, a 53.89% drop from the prior day, ranking 180th in market activity. The stock’s modest decline followed the announcement of its 2025 MUSE Accelerator cohort, a program designed to support emerging beauty brands.

Ulta announced eight early-stage brands joining its MUSE Accelerator, including BEJOU, BiotechBeauty, and Richualist. Each participant receives $50,000 in funding and a 10-week curriculum covering retail strategy, supply chain logistics, and mentorship. The initiative, launched in 2022, aims to foster diversity in the beauty industry by elevating underrepresented founders. Past successes include Pound Cake and Ocoa, which entered Ulta’s retail distribution after program participation.

Mentorship plays a central role, with industry leaders like Jeff Lee of DIBS Beauty and Alicia Yoon of Peach & Lily guiding participants. The program emphasizes scalability and innovation, with one cohort member set to receive an additional $10,000 from Fifteen Percent Pledge. Ulta’s vice president of merchandising, Jessica Phillips, highlighted the program’s role in building an “inclusive beauty community” through funding and networking opportunities.

While the program’s focus on DEI aligns with Ulta’s broader strategy, the stock’s muted volume suggests limited immediate market reaction. Analysts note the program’s long-term potential to diversify Ulta’s offerings and strengthen its market position, though short-term volatility remains tied to broader retail trends and investor sentiment.