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Inclusive beauty founders of Etia London, Loverboy Beauty and Ruka were chosen from more than 800 applicants.
October 3, 2024
By: Christine Esposito
Editor-in-Chief
The Estée Lauder Companies (ELC) has named the winners of The Catalysts program. Created by ELC’s New Incubation Ventures (NIV), and launched with support from TikTok, the initiative is aimed at spotlighting, uplifting and empowering emerging storytellers with fresh visions for the beauty industry, according to the beauty giant.
Founders of nine finalist companies presented to a jury at Le Meurice in Paris yesterday. Each finalist gave a seven-minute pitch outlining their concept, vision and innovation. Judges then voted for their top two companies. The winners will receive up to $250K in financial backing as well as mentorship and project assistance.
Etia London (Lucy Edwards, founder): An intentionally-accessible brand by model and advocate @lucyedwardsofficial aims to be the first beauty brand ever made for the 1.3 billion disabled people worldwide. Edwards will use funding and mentorship from The Catalysts to make Etia London a reality.TikTok: @lucyedwards
Loverboy Beauty (Charles Jeffrey, founder and creative director): its goal is to redefine the makeup landscape with an expressive, liberated approach to beauty, inspired face paint, performance, and the LGBTQIA+ community.
Ruka (Tendai Moyo, CEO): with a goal of bringing back the joy in textured hair, Ruka will use The Catalysts funding to continue its mission of disrupting the hair extension industry.
“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,” said Shana Randhava, SVP, NIV, The Estée Lauder Companies. “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.”
“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,” said Vanessa Craft, global head of partnerships at TikTok. “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.”
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