Estée Lauder Companies (ELC) has revealed the winners of its The Catalysts Program, an initiative aimed at nurturing the next generation of beauty talent.
The programme, in collaboration with TikTok, seeks to empower emerging brands that embody creativity and inclusivity within the beauty industry.
Etia London, Loverboy Beauty and Ruka were named the winners, with each receiving up to US$250,000 in funding to propel their businesses forward.
Alongside mentorship opportunities and project assistance.
Etia London, founded by journalist Lucy Edwards, aims to create a beauty brand tailored for the 1.3 billion disabled individuals globally.
Loverboy Beauty, created by fashion designer Charles Jeffrey, seeks to revolutionise make-up with a “vibrant” and “expressive approach”.
Inspired by face painting and performance art, the brand resonates with the LGBTQIA+ community, promising a fresh perspective in the beauty space.
Ruka, founded by Tendai Moyo, focuses on textured hair care, with hopes to disrupt the hair extension industry.
Launched by ELC’s New Incubation Ventures, The Catalysts Program saw more than 800 applicants enter this year to take a chance to present their concepts to a jury.
The competition finished on 2 October at the Le Meurice Hotel in Paris, France, where finalists delivered seven-minute pitches outlining their visions.
"The Catalysts program far surpassed our expectations,” said Shana Randhava, Senior VPice President of New Incubation Ventures.
“It highlighted the incredible creative talent driving the future of beauty."
Vanessa Craft, Global Head of Partnerships at TikTok, said: "A new generation of beauty founders is at the heart of this shift, bringing authenticity and joy to customers, and offering unique and inclusive products.”
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