Estée Lauder spotlights winners of Catalysts venture

Estée Lauder, with support from TikTok, announced the winners of its Catalysts program. 

Created by the company’s New Incubation Ventures, the initiative aims to spotlight, uplift and empower storytellers in the beauty industry. 

Winners include Etia London founded by Lucy Edwards, Loverboy Beauty founded by Charles Jeffrey and Ruka founded by Tendai Moyo. 

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“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.”

Winners were selected after a final pitch of their concept, vision and innovation to the judges, who voted for their top choices. The winners will receive up to $250,000 in financial backing, as well as mentorship and project assistance. 

“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, senior vice president, New Incubation Ventures, 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.”