MILAN — Charles Jeffrey Loverboy, Etia London, Ruka are the winners of the inaugural edition of The Catalysts program.
Created by Estée Lauder Cos. Inc.’s New Incubation Ventures, or NIV, with support from TikTok, the global initiative is aimed at identifying new talents in beauty and empowering emerging creative storytellers who aim to disrupt the industry.
An international jury has named the three winners — which were originally meant to be two and stood out for branding, product development and storytelling — among nine finalists at an event held in Paris on Wednesday. In particular, each finalist gave a seven-minute pitch outlining the concept, vision and innovation in front of the panel gathered at Le Meurice hotel.
The jury was headlined by Shana Randhava, senior vice president, NIV, The Estée Lauder Cos., and TikTok’s global head of partnerships Vanessa Craft. Other members include Michèle Lamy; Francisco Costa; Violet Chachki; Craig McDean; Fabien Baron; Drew Elliott; Eugene Souleiman; Mitchell Halliday; Hung Vanngo; Ruba Abu-Nimah; Thomas Roussel; Julia Sarr-Jamois; Carlos Nazario; Andreas Neophytou; Courtney McHugh; Sallyann Houghton; Grace Choi; Celia Ellenberg, and Hanna Hanra.
Charles Jeffrey, founder of Charles Jeffrey Loverboy.
Courtesy of The Estée Lauder Companies
Launched earlier this year, the initiative comes with a prize consisting in up to $250,000 in financial backing, as well as mentorship and project assistance via access to experts for product and content development, brand building, finance, operations and supply chain.
“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 Randhava. “Our finalists each represented a unique perspective and opportunity,” she added, congratulating winners and underscoring that “we look forward to supporting them as they continue to build their companies.”
In particular, fashion designer Charles Jeffrey, founder of Charles Jeffrey Loverboy, aims to redefine “the makeup landscape with an elevated, alternative queer perspective” with a Loverboy Beauty line. “Our brand would launch versatile, high-quality color complexion products that seamlessly transition from day to night without staining clothing,” stated press notes.
Etia London’s Lucy Edwards.
Courtesy of The Estée Lauder Companies
Etia London by Lucy Edwards “actively includes the 1.3 billion disabled people worldwide” and aims for makeup to be accessible through modular design, Braille, NaviLens codes and tutorials, while Black women-owned hair care brand Ruka by Tendai Moyo and Ugo Agbai is on a mission to disrupt the hair extension industry.
Announced last month, finalists included the likes of Forta, the emerging cosmetic brand by WNBA player Lexie Hull and Sarah Guller; Sky High Farm Universe by Daphne Seybold and Dan Colen; Gorgeous Nothings by Avigon Paphitis; clean body care brand Baude NY by Monica Ha, Heather Rosenthal and Charlotta Hellichius; Beame by Eniye Okah, and Zure Solaris by Samuel Cheney and Aaron J. Hurley.
Ruka’s Ugo Agbai and Tendai Moyo.
Courtesy of The Estée Lauder Companies
Applicants to the seminal iteration of the program comprised founders of emerging and existing brands seeking support for their venture, new product concepts or limited-edition collections, as well as content creators who could use funding for films, books or podcasts speaking to new ideas and new audiences in beauty.
