The Estée Lauder announces Tiktok star winners of $250k grant

The Estée Lauder Companies has announced that Etia London, Loverboy Beauty, and Ruka are the winners of its Catalysts programme. The venture is designed to empower emerging storytellers from TikTok’s beauty community.

When announced in June, Estée Lauder Companies said that a panel of industry luminaries and TikTok creators will select two winners who are "reshaping the future of beauty", whether that be through innovative branding, product development or storytelling. Applicants had the chance to win up to £197k ($250k) in financial backing as well as mentorship and project assistance.

On 2 October, Founders of the nine finalist companies - 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. The judges ended up choosing three winners who will receive up to $250k in financial backing as well as mentorship and project assistance.

Shana Randhava, Senior Vice President of New Incubation Ventures at The Estée Lauder Companies, said: "The Catalysts programme far surpassed our expectations. With over 800 applicants from around the world, the programme 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, added: "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 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 Catalyst Programme winners are as follows:

Etia London - The intentionally-accessible brand by model and advocate Lucy Edwards aims to be the first beauty brand ever made for the 1.3 billion disabled people worldwide. In an industry first, Edwards will use funding and mentorship from The Catalysts to make Etia London a reality.

@lucyedwards AD Over 12 years I’ve developed different ways to do my makeup completely blind. Here are 7 tips that you might want to do for yourself to make things easier/more accessible - blind or not! ☺️☺️ @SPACE NK you are lush, always got my back when I need quick deliveries with amazing makeup like @Rare Beauty and @Charlotte Tilbury 😍 P.S check out their NDulge loyalty programme! You can get early access + points for when you spend and much, much more #SpaceNK #Makeup #MakeupHacks #MakeupTips #AccessibleMakeup #BlindMakeup ♬ original sound - British blind girl 👁🦮👩‍🦯

Loverboy Beauty - Thanks to funding from The Catalysts, Loverboy Beauty's Founder Charles Jeffrey is set to redefine the makeup landscape with an expressive, liberated approach to beauty, inspired face paint, performance and the LGBTQIA+ community.

@charlesjeffreyloverboy We always ask hard questions 🤩🇺🇸 LOVERBOY Radio x Dover Street Market New York with @niko haagenson ♬ original sound - LOVERBOY

Ruka - With a goal of bringing back the joy in textured hair, Tendai Moyo, Ruka's CEO, will use The Catalyst funding to continue its mission of disrupting the hair extension industry.

@rukahair kinky curly flip over sew-in using our award winning bundles 🐆 installed by @Ju ♬ Check - FLO