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TikTok and Estée Lauder’s NIV Unveil “The Catalysts”

In partnership with The Estée Lauder Companies’ New Incubation Ventures (NIV), TikTok has introduced “The Catalysts,” an initiative designed to spotlight and foster the next wave of talent in the beauty industry. 

This program aims to harness the creative power of TikTok’s vast community to discover and elevate innovative beauty concepts.

How to Participate

Launching on June 25, “The Catalysts” invites entries from aspiring beauty entrepreneurs worldwide. Participants must showcase their innovative beauty concepts through a TikTok video under the hashtag #JointheCatalysts. 

The competition is open to various beauty and wellness categories, including makeup, skincare, fragrance, and more, encouraging participants to think broadly and creatively about their submissions.

The Selection Process and Prizes

A panel of esteemed industry experts, including Shana Randhava, VP of NIV at Estée Lauder, and Vanessa Craft, TikTok’s Global Head of Content Partnerships, along with notable TikTok creators, will evaluate the entries. 

Two winners will be announced at a special event in Paris in October 2024. Each will receive $250,000, extensive TikTok ad credits, and expert mentorship to scale their projects.

Masterclasses and Educational Support

In addition to the competition, “The Catalysts” will offer a series of masterclasses on TikTok. These sessions will be led by renowned industry experts and provide valuable insights into the essentials of launching and growing a beauty brand. 

This educational component ensures that all participants, regardless of whether they win the competition, gain knowledge beneficial for their entrepreneurial journey in the beauty sector.

“The Catalysts” is a launchpad for the next generation of beauty leaders. This initiative aligns with TikTok and Estée Lauder’s commitment to innovation, diversity, and community in the beauty industry, aiming to redefine beauty standards and practices through fresh, inclusive, and forward-thinking ideas.

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