The Estée Lauder Companies’ New Incubation Ventures (NIV) launched The Catalysts, a global initiative supported by TikTok, to discover and support emerging beauty creators. The program, which opened for applications on June 25, aims to identify two winners who will receive $250,000 in funding, TikTok ad credits, marketing support, and industry mentorship.

Applicants must be over 21 and can submit ideas in categories including makeup, skincare, haircare, fragrance, and creative storytelling. The application process requires a TikTok video explaining the creator’s vision for beauty using the hashtag #JointheCatalysts.

A jury of industry experts will select the winners, including Shana Randhava, Head of NIV, and Vanessa Craft, TikTok’s Global Head of Content Partnerships. The results will be announced in October 2024 at an event in Paris.

Shana Randhava emphasized the nature of the founding of a beauty brand, stating that it now requires more than traditional business skills, encompassing storytelling, community building, and cultural influence.

According to TikTok, the platform’s beauty and makeup categories have amassed over 120 million posts combined, creating a platform for creators like Grace Choi and Mitchell Halliday to showcase innovative beauty techniques and launch successful brands.

In addition to the competition, The Catalysts will launch masterclasses on TikTok, featuring industry experts to guide aspiring beauty brand founders.