For beauty brands chasing growth on TikTok Shop, the algorithm isn’t the main challenge. The economics are.

In a fiercely competitive beauty market where retailers are battling Amazon, TikTok Shop and one another for relevance, retail-readiness accelerator programs have become strategic pipelines for forging early relationships with emerging brands and helping guide them to success.

Launching at Sephora is only the beginning, not the end goal, of building a sustainable beauty brand. In acknowledgment of that reality, the beauty specialty retailer is revamping its Accelerate program for emerging brands to focus less on access and more on operational readi…