Glossier isn’t just counting on retail to expand its reach.

The U.S.-based beauty brand, which has opened latest retail doors in key markets in addition to kicked off its partnership with Sephora, is expanding its grant program for Black-owned brands to the U.K. in partnership with the culture festival Black Girl Fest.

Applications open Monday and shut May 9. From there, five founders can be chosen for a ten,000 pound equity-free grant, and partake in a 12-week curriculum on scaling businesses with access to Glossier’s leadership team and external partners.

This system’s U.S. iteration, in its third yr, just closed its application deadline. Up to now, that program has included 30 founders across 26 beauty brands, to which the reception has been “overwhelmingly positive,” said Kleo Mack, chief marketing officer of Glossier. “What sets this system apart is the access to our leadership, the time we give throughout the program, and the connections we’re in a position to make with our external partners. The important thing piece is to maintain [the founders] within the Glossier family — we’ve had them come to our store openings and proceed to do programming with them.”

Past recipients include Luna Magic, Skimdo and Range Beauty, amongst others.

The U.K. is a priority marketplace for the brand, Mack said, adding that Black founders within the U.K. are only getting roughly 1 percent of enterprise capital, and that number is declining. To that end, Glossier tapped Black Girl Fest, a U.K.-based arts and culture festival for Black women, girls and nonbinary people to execute this system.

“There are such a lot of gaps to see the long run that founders are searching for,” said Nicole Crentsil, founding father of Black Girl Fest. “The transition from starting out making products within the kitchen to being a full-fledged business is an enormous jump for businesses within the U.K., and the largest issue is access to funding. I operate as an angel investor, and I often hear there isn’t a marketplace for Black beauty consumers, or that the technology isn’t interesting. Many investors and VCs steer away from d-to-c [direct-to-consumer] brands, and that’s where angel investors have an actual opportunity.”

Crentsil said a key differentiator of this system can also be peer-to-peer learning with other founders. “It’s generating a community of like-minded Black women you may learn from,” Crentsil said, adding that founders can “also leverage insights from the darlings of the industry to see how these businesses can take themselves to the subsequent level.”

Glossier as a complete is performing well, Mack said. “We’re activating our omnichannel strategy. The goal is to bring Glossier to more people, via expanding store footprints and opening in Sephora stores. We’ve seen an incredible response from our community,” she said. “We proceed to give attention to our hero products, like Glossier You, which sells one every 43 seconds, we’re still the market leader for cheek in cloud paint, and continuing to open more doors.”