Ulta Beauty’s 2026 Muse Accelerator cohort puts fragrance front and center, with two emerging scent brands—Dos Mundos and Mochiglow—among the eight businesses selected for the retailer’s fifth annual program.
Dos Mundos, founded by Alexis Flores, is a Latin-owned luxury fragrance house translating stories of culture, memory and life “between worlds” into intimate, emotional scents. The focus on emotion aligns with a broader wave of scent innovation and market activity centered on fragrances that enhance or evoke moods and boost well-being.
Mochiglow, founded by Jenny Ching Lien Farelli, takes a distinctly gourmand approach, transforming Asian desserts and drinks—including rice, mochi and matcha—into fragrances built around joy, comfort and nostalgia. The scents align neatly with the seemingly never-ending popularity of gourmand fragrances.
The inclusion of both brands highlights the expanding creative territory of emerging fragrance: cultural identity, food memories and personal storytelling are becoming powerful foundations for new scent brands.
Each Muse participant receives $50,000, mentorship and a 10-week retail-readiness curriculum, with the cohort collectively receiving $410,000 in funding.
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