The Estée Lauder Companies (ELC) has announced the winners for The Catalysts program. Created by ELC’s New Incubation Ventures (NIV) and launched with support from TikTok, the initiative of the program “is aimed at spotlighting, uplifting, and empowering emerging storytellers with fresh visions for the beauty industry.”
The program supports NIV's dedication to accelerating the influence and impact of the beauty industry and its interconnectedness with wider cultural, social and artistic landscapes.
On Oct. 2, 2024, founders of the nine finalist companies, including Baude NY, Beame, Loverboy Beauty, Etia London, Forta, Gorgeous Nothings, Ruka, Sky High Farm Universe and Zure Solaris, presented to The Catalysts Jury at Le Meurice in Paris. Each finalist gave a seven-minute pitch outlining their concept, vision and innovation. Judges then voted for two companies who would receive up to $250,000 in financial backing in addition to mentorship and project assistance.
Shana Randhava, senior vice president, NIV, The Estée Lauder Companies, says, “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. 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.”
Vanessa Craft, global head of partnerships at TikTok, says, “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. A new generation of beauty founders are 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 winners of the Catalysts Program’s 2024 include:
Etia London - Lucy Edwards, founder
The 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. In a true industry first, 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
Thanks to funding from The Catalysts, Loverboy Beauty is set to redefine the makeup landscape with an expressive, liberated approach to beauty, inspired face paint, performance and the LGBTQIA+ community.
TikTok: @charlesjeffreyloverboy
Ruka - Tendai Moyo, CEO
With a goal of bringing back the joy in textured hair, Ruka will use the winnings from the program to continue its mission of disrupting the hair extension industry.
TikTok: @rukahair
