Congratulations Jasmine!


An elevated & modernized press-on nail experience that has taken social media by storm

Congratulations Whitney!

Juices & Botanics

Scientifically formulated, luxury-level products designed to ensure healthy hair growth through moisture & nutrients

Jasmine Shamberger

Founder, Luxxi


Brand Story

Uninspired by the lack of innovation in the press-on nail space, Jasmine Shamberger created LUXXI to elevate and modernize the press-on nail experience. Launched in June 2020, LUXXI has taken the nail industry by storm. LUXXI products provide consumers with on-trend nail designs without the hassle, cost and time of going to the salon. The ultradurable press-on nails are 100% vegan and cruelty-free, and they are just as easy to remove as they are to apply. In under 10 minutes, you can achieve a salon-quality manicure at home, for a fraction of the cost. And, they will not damage your natural nails, which makes them the perfect alternative to gels and acrylics.

Whitney Eaddy

CEO, Juices & Botanics


Brand Story

Whitney Eaddy has made it her mission to develop luxury hair care that is scientifically formulated and solution-based. She was a “product junkie” for years. However, she couldn’t find a consistent product line that alleviated dryness and helped with lack of manageability and length retention. She decided she wanted to close this gap for herself and so many others. Over the years, she has aimed to develop a hair care line that ensures healthy hair growth. Juices & Botanics uses a proprietary process involving lightweight humectants, natural proteins, silk amino acids and crucial vitamins to penetrate the hair fiber which improves the absorption of water and nutrients. The result is hair that can naturally hold, and ultimately retain, moisture and length, creating the optimal environment for healthy growth.

Woman using ring light

What Is Cultivate?

A game-changer for beauty entrepreneurs, Cultivate is an accelerator program that brings business plans and visions to life by providing support.

Our Track Record

Committed to discovering innovative products that meet our consumer needs, we were proud to answer the call for natural-based hair care. Sally Beauty was the first national beauty retailer to offer distribution to Mielle Organics, The Mane Choice and Arctic Fox.

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Why Partner With Sally Beauty?

Why Partner With Sally Beauty?

  • We're the leader in professional hair color and beauty supplies, operating more than 5,000 stores, including 143 franchise locations.

  • We have a long history of supporting and launching businesses owned by underrepresented groups, including women, people of color and LGBTQ creators.

  • We connect our Cultivate partners with a wealth of resources and inspiration to support their business goals in the beauty industry.

Meet Cultivate Alumni

We are proud to partner with so many talented entrepreneurs and cutting-edge brands to help change the world of beauty

We are proud to partner with so many talented entrepreneurs and cutting-edge brands to help change the world of beauty

Frequently Asked

Early-stage, small-business innovators and entrepreneurs with the desire to grow in a brick-and-mortar retailer. Here are the requirements:

  • Business certification to operate in the United States

  • Product(s) aligned within the following beauty categories: hair care, hair color, tools, and nails

  • An existing company website and social media presence

  • Product(s) NOT distributed by a major retailer

  • Age of 18+ at time of entry

During the application process, our internal team will review all applicants and determine if your business is suitable to operate on a scale to be distributed at Sally Beauty and Cosmo Prof. We will also evaluate your brand’s uniqueness and other elements that will fit within an evolving market.

All finalists will have the opportunity to pitch their brand to the SBH Senior Leadership Team for a chance to win in-store and online distribution.

There is no cost to participate in this program. We do offer funding to those who are selected.

In-store distribution is not guaranteed for all Cultivate Brands. If your brand is selected, you will have the opportunity to begin your distribution online as the initial take off. We will alter as necessary.

Merchandising will continue to monitor your products and inform you of the necessary adjustments to meet business plans in order to maintain a long-term partnership with Sally Beauty & Cosmo Prof.