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Bring innovation to the beauty industry.


Success comes from the inside out. We’re here to help you and your creation flourish.

Why being a Cultivator is a Game-Changer

Receive a $15,000 Award

Grow your business and sell your product on our website.
Attend a 4-week retail-readiness boot camp session that will arm you with the tools to expertly pitch your brand to our senior retail leadership.

Applications closed.

Check back on September 30th for the announcement of the four cohort brands.


To be considered for the Sally Beauty Cultivate program, brands must meet the following requirements:

  • Include a female founder.
  • Have an existing hair focused product in hair care, color, nails or tools that does not currently have widespread distribution at a major retailer.
  • Program  is currently only valid in the U.S. and Canada.

Key Dates

August 17th - September 7th
Applications open

September 30th
4 cohort brands are announced

October 29th
4 cohort brands are live on .com for purchase

November 11th - 25th
Community votes for one cohort brand to receive brick and mortar distribution

December 3rd
Pitch Day

Rules & Regulations



The Cultivate Program (the “Program”) is open to all woman entrepreneurs that meet all of the following requirements: (a) has a viable product focused on hair either in color, care, or hair tools or nails (b) has the ability to support online fulfillment of their product, (c) the product being promoted has not, is not or will not in the near future be distributed by a major retailer and (d) has the right to limit product(s) exclusivity to the Company’s ecommerce website for a period of twelve (12) months (it being understood that the product(s) of either the Cultivate Cohort and/or Top Brand cannot be distributed at another major retailer’s ecommerce site for at least twelve (12) months). The Company shall also have right of first refusal to match any in-store distribution offers for the Cultivate Cohort and/or Top Brand, which would also be for the 12 month exclusivity period. Employees and/or family members of Sally Holdings LLC (the “Company”), or its parent, subsidiaries and affiliate companies, their advertising and promotional agencies and the immediate families of the foregoing employees, and/or any others associates involved with the Program, are expressly prohibited from participating and are not eligible to win.

Program open only to individuals legally residing in the 50 United States, or Canada and at least 18 years old or older at the time of entry. By submitting an entry to the Program, entrants certify that their participation in this Program is not illegal or in violation of any law, regulation, treaty or administrative act, and that no such laws at the time of entry prohibit or restrict the receipt of the grant under this Program.

The Company reserves the right to reject any entry if, in the Company’s sole discretion, the laws of an applicable jurisdiction, including but not limited to the entrant’s jurisdiction of residence at the time of entry, would prohibit or limit the Company from proceeding with the Program as intended or the consideration or awarding of any grant would impose additional administrative, tax, operational, or legal burdens on the Company.


Submissions for the Program will begin at 5:00am on August 17, 2020 and ends at 11:59pm on September 7, 2020 (the “Entry Period”). Entries submitted prior to or after the Entry Period will not be eligible. The Company’s computer is the official time-keeping device for the Program.


Each entrant shall complete all fields in an online application that can be accessed at sallybeauty.com/cultivate which shall include a link to a video submission and the ability to upload other documents reasonably required by the Company.

The following submissions are ineligible:

  • Videos promoting a product(s) that violates or infringes upon another person's rights, including, but not limited to, copyright and photographs of persons without the necessary consent required by law in the entrant’s jurisdiction. The Company reserves the right to require entrants to submit evidence of the subject’s legal consent to be recorded for the submitted video, which may include a signed waiver from the subject. NOTE: Waiver requirements vary by jurisdiction, and the entrant is responsible for obtaining a legally enforceable waiver from any recorded subject.
  • Videos that contain sexually explicit, nude, obscene, violent or other objectionable or inappropriate content.
  • Videos that involve putting any individual or animal in danger.
  • The Company shall determine entry eligibility in its sole and absolute discretion.

All videos and applications will be judged on the Criteria (defined below).


The application and link to the video must be submitted during the Entry Period though the Company’s website at sallybeauty.com/cultivate including all required fields, including, but not limited to, name, email, details about your company, and other information about your video submission. Videos or any links to the video that are sent by mail or email will not be accepted.

Limit is one entry per person. Each person who completes the steps above will receive one entry into the Program. No entrant may use an agency or automated system to enter. The Company reserves the right to reject any additional entries or entries that do not comply with these Official Rules. By entering, each entrant indicates the unconditional agreement to, and acceptance of, these Official Rules and the Company’s decisions, which are final and binding. You cannot be selected as one of the Cultivate Cohort (defined below) or Top Brand (defined below) unless you comply with all requirements in these Official Rules.


The Panel (defined below) will choose the top brands (“Cultivate Cohort”) and the judging will be based on the following criteria: founder’s vision, product with a clear point of differentiation, business traction and ability to scale, and marketing ability (the “Criteria”).


All applications will be judged using the Criteria. Judging will be conducted by a panel of executives at the Company and may include other entrepreneurs external to the Company; provided, however, no member of the judging panel will be related to any of the Cultivate Cohort or have any type of investment in the product(s) being promoted (the “Panel”). The selection period for the Cultivate Cohort will occur on September 23, 2020 and September 24, 2020, at the Company’s headquarters in Denton, Texas (the “Judging Period”). During this time, the Panel will choose the Cultivate Cohort based on the Criteria stated above. The Top Brand will be notified of their status within fifteen (15) days after the end of the Voting Period. All judging decisions are final. Please do not contact the Company about the status of entries or judging.


Public voting on the Cultivate Cohort will be open to the public. Cultivate Cohort must market their selection to encourage fans to vote. Participants may vote once per day. Finalists will be provided with instructions and materials to help encourage participants to vote for their submission.


The public vote for each award category will be announced at a future date, which is hereinafter referred to as the “Voting Period”. Votes submitted before or after the Voting Period will not be eligible. The Company’s computer is the official time-keeping device for the Program.

The Cultivate Cohort brand with the most votes (the “Top Brand”) will be notified by the Company which will attempt to notify the Top Brand by December 10, 2020, using the information provided in the online application. The Top Brand must respond to the Company within two (2) days. The Top Brand shall be subject to eligibility verification and compliance with these Official Rules. If any required information is not returned by the requested due date or if any notification is returned as undeliverable, then the Top Brand Grant may be forfeited and an alternate brand may be selected by the Company. The Company will not be obligated to pursue more than three (3) alternate brands (time permitting) for any grant for any reason, after which that grant may go unawarded.


Except where prohibited, the Cultivate Cohort and the Top Brand may be required to complete and return an affidavit of eligibility, including proof of age, and liability/publicity release within two (2) days. If a Cultivate Cohort or the Top Brand fails to return these documents on time, an alternate Top Brand may be selected in her place.


The grants for the Cultivate Cohort are as follows: (a) Fifteen Thousand Dollars ($15,000.00) to help drive the Cultivate Cohort’s business, (b) distribution on the Company’s website and select Sally Beauty or CosmoProf stores, (c) a retail educational four (4) week boot-camp session and (d) a capstone “Perfect Pitch” event where the Cultivate Cohort presents their brand to the Company’s executive leadership teams (the “Cultivate Cohort Grants”). Top Brand grants are as follows: (a) Distribution in select CosmoProf or Sally Beauty stores and (b) items listed above under Cultivate Cohort Grants (collectively, the “Top Brand Grants”).

The Cultivate Cohort Grants and/or Top Brand Grants may not be sold, bartered, or exchanged by any Cultivate Cohort or the Top Brand. No grant substitution or transfer of grants are permitted, except by Company, at Company’s sole discretion.


If you submit a video to enter the Program, you grant the Company a royalty-free, nonexclusive right to:

  • Display the video on social media and sallybeauty.com or cosmoprofbeauty.com
  • Allow third-parties to share the video on social media.
  • Use the video on the Internet and in Social Media in support of the Company’s mission.
  • Use the video in the Company’s internal and external communications materials including, but not limited to, web sites and web publications, fact sheets, advertising, multimedia, presentation, customer service and annual reports.
  • Provide your video to other individuals and organizations for beauty-related use in news stories, newsletters, reports, slide shows, displays, web pages, videos, and the like.
  • Use, in connection with the Program, your name, city, state and country of residence in promotions and other publications
  • Retain a digital copy of your video that will be archived in the Company’s library and accessible to the Company’s and its staff via the Company’s internal online archive


In the event that the operation, security, or administration of the Program is impaired in any way, the Company may, in its sole discretion, either: (a) suspend the Program to address the impairment and then resume the Program; or (b) award the grant(s) from among the eligible entries received up to the time of the impairment. The Company reserves the right, in its sole discretion, to disqualify and seek damages from any individual who tampers with the operation of the Program, violates these Official Rules, or acts in a disruptive or unsportsmanlike manner. The Company’s failure to enforce any term of these Official Rules shall not constitute a waiver of that provision. Proof of sending any communication to the Company by mail shall not be deemed proof of receipt of that communication by the Company. In the event of a dispute as to the owner of an online entry, the authorized account holder of the e-mail address used to enter will be deemed to be the owner. The Program is subject to federal, state, and local laws and regulations and is void where prohibited.


By entering you agree that the Company, its parent, subsidiaries, and affiliate companies, directors, employees, officers, and agents (collectively, the “Program Parties”) are hereby released and assume no responsibility or liability for, (a) any incorrect or inaccurate entry information, or for any faulty, failed, garbled or jumbled electronic data transmissions; (b) any unauthorized access to, or theft, destruction or alteration of entries at any point in the operation of this Program; (c) any technical malfunction, failure, error, omission, interruption, deletion, defect, delay in operation or communications line failure, regardless of cause, with regard to any equipment, systems, networks, lines, satellites, servers, computers or providers utilized in any aspect of the operation of the Program; (d) inaccessibility or unavailability of the Internet or any combination thereof; or (e) any injury or damage to the entrant’s or to any other person’s computer which may be related to or resulting from any attempt to participate in the Program or download any materials from the Program. If, for any reason, the Program is not able to run through completion for reasons which may include, without limitation, infection by computer virus, bugs, tampering, unauthorized intervention, fraud, technical failures, or any other causes which may corrupt or affect the administration, security, fairness, integrity or proper conduct of this Program, then Company reserves the right, in its sole discretion, to cancel, terminate, modify or suspend the Program in whole or in part, without further liability to the entrants or third parties. The Program Parties are not responsible for any typographical or other errors in the offer or administration of the Program, including, but not limited to, errors in any printing or posting of these Official Rules, the selection and announcement of any brand, or the distribution of any grant.


Any information you submit as part of the Program will be used in accordance with the Company’s Privacy Policy at the following website: https://www.sallybeauty.com/privacyPolicy.html or https://www.cosmoprofbeauty.com/privacy-policy/privacy-policy.html. The information you provide when you enter is provided to the Company, not to Facebook, Instagram, Youtube or other social media outlet. Except where prohibited, you consent to the Company’s use of your name in any list of Cultivate Cohort brand or brands (if applicable) and for promotional purposes in any media without payment or consideration. The Company may engage certain third party companies to perform services in connection with the administration of this Program and information provided by entrants may be collected and used by those third parties for purposes of administration of the Program and the fulfillment and verification of grants. The Cultivate Cohort and the Top Brand will be asked to sign a consent to such uses as a condition for receipt of their grants. In the event of any conflict between the Company’s privacy statement and these Official Rules, these Official Rules shall govern.


You agree that any and all disputes, claims and causes of action arising out of, or connected with, the Program or any grant awarded shall be resolved individually, without resort to any form of class action, and exclusively by the appropriate court located in Texas. All issues and questions concerning the construction, validity, interpretation and enforceability of these Official Rules, your rights and obligations, or the rights and obligations of the Company in connection with the Program, shall be governed by, and construed in accordance with, the laws of Texas, without giving effect to any choice of law or conflict of law rules (whether of Texas or any other jurisdiction), which would cause the application of the laws of any jurisdiction other than Texas.


Results will be announced on the company website.


Questions and inquiries about this Program can be emailed to cultivate@sallybeauty.com with the subject line “Cultivate Program”.