While working at Sephora HQ building beauty e-commerce destinations, Aurora Diaz realized how little Latina beauty brands were being featured. Now, she is on a mission to bring these brands forward.  Through The Jefas, a subscription-based beauty box featuring Latina beauty brands, Aurora is creating a space for Latina beauty founders and consumers alike.

Aurora participated in ICA Fund’s Accelerator program in order to make connections and find a community of entrepreneurs to lean on. If you’re considering the ICA Fund Accelerator, read Aurora’s full testimonial about her experience.

Why I joined ICA

“We came into the program wanting to meet other like-minded founders who were in consumer products. ICA does a good job at bringing together founders from different industries and backgrounds — not to mention that each business already has traction and product-market fit, which makes these connections super beneficial for entrepreneurs looking to broaden their network. This was one of the biggest takeaways for us.”

My most memorable moment

“The ICA Community Showcase was a key experience for us. Everything we had done up to that point with ICA was focused on learning and coursework, but this event showed us that ICA also has a strong network in place. It was great to not only connect with investors or people who know investors, but also to see people that I already knew and go “Oh, you’re a part of ICA too!” This was in addition to making some sales at the event which was also valuable for us.”

Why ICA is worth it

“Getting accepted into the ICA Accelerator program gave us the validation we needed — that someone else believed in what we were building. Entrepreneurship is hard. You have days where you’re like “Is this going to take off?” or “Is this worth pursuing?” ICA’s program equips founders with the right resources for their business, and gives them the morale boost and motivation to keep going.”

You can continue following Aurora’s entrepreneurial journey by visiting The Jefas website, and giving them a follow on Instagram. Stay tuned for a brand new box drop!

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About the ICA Accelerator

ICA Fund’s 12-week accelerator program will make you a more confident entrepreneur with a clear plan for growth and the tools — and community — to reach your goals. If you’re ready to take your business to the next level, we want to help. Applications for the 2025 Accelerator are open until February 9th.

Graduates of the Accelerator will be eligible to apply for ICA’s founder-friendly impact capital ($25K–$1M) when your business is ready. Capital is not immediate or guaranteed.