The Estée Lauder Companies (ELC) has revealed the winners of its inaugural Catalysts program, which aims to spotlight emerging talent in the beauty industry. The announcement was made on October 2, 2024, after a competitive selection process that attracted over 800 applicants from around the world. The program, initiated by ELC’s New Incubation Ventures (NIV) and supported by TikTok, seeks to uplift and empower new storytellers with innovative ideas that intersect with cultural and social landscapes.
The final selection took place at Le Meurice in Paris, where founders of nine finalist companies presented their concepts to a panel of judges. Each finalist delivered a seven-minute pitch outlining their vision for the beauty sector. After thorough deliberation, the judges selected three winners—Etia London, LOVERBOY BEAUTY, and Ruka—who will each receive up to $250,000 in financial backing, as well as mentorship and project support.
Shana Randhava, Senior Vice President at New Incubation Ventures, expressed her enthusiasm for the program’s success. “The Catalysts program far surpassed our expectations. With over 800 applicants from around the world, the program highlighted the incredible creative talent driving the future of beauty,” she said. “Our finalists each represented a unique perspective and opportunity. We congratulate Etia London, LOVERBOY BEAUTY, and Ruka, and look forward to supporting them as they continue to build their companies.”
The Winning Brands:
- Etia London
Founded by model and advocate Lucy Edwards, Etia London aims to create the first beauty brand tailored for the 1.3 billion disabled individuals worldwide. Edwards intends to leverage the funding and mentorship from The Catalysts program to bring this inclusive vision to life. - LOVERBOY BEAUTY
Led by founder and Creative Director Charles Jeffrey, LOVERBOY BEAUTY seeks to transform the makeup landscape through an expressive and liberated approach. Inspired by face paint and performance, the brand aims to celebrate the LGBTQIA+ community and redefine beauty standards. - Ruka
Under the leadership of CEO Tendai Moyo, Ruka is dedicated to reinvigorating joy in textured hair. The company plans to utilise the funding from The Catalysts program to disrupt the hair extension industry, promoting products that celebrate natural beauty.
Vanessa Craft, Global Head of Partnerships at TikTok, highlighted the diverse voices emerging in the beauty sector. “Being part of the judging for The Catalysts has further opened my eyes to the diverse range of people inspiring the cultural trends that power today’s beauty industry,” she stated. “A new generation of beauty founder is at the heart of this shift, bringing authenticity and joy to customers, and offering unique and inclusive products. Etia London, LOVERBOY BEAUTY, and Ruka are the embodiment of this.”
The Catalysts program is not only a platform for innovation but also a testament to the transformative potential of the beauty industry. As these winners embark on their journeys, they aim to redefine beauty norms while promoting inclusivity and creativity.
For further information, visit www.thecatalystsworld.com.
