The TikTok community has had a huge impact on the beauty industry, creating a space where everyone is welcome, rewriting standards and facilitating new ways of storytelling. With #beauty and #makeup amassing over 120 million posts combined, this vast community has fostered an inclusive space where people can express their creativity, discover new beauty experiences and engage with beauty brands of all sizes.

TikTok has also become a hotbed for emerging beauty talent. Whether it's Grace Choi who has captivated the TikTok community with her incredible use of digital filters and innovative technology to Mitchell Halliday, the eponymous beauty business owner whose MadeByMitchell makeup brand embodies vibrancy and diversity, reflecting his own bold approach to makeup.

This is why we are thrilled to announce that TikTok is supporting The Catalysts, an initiative crafted by The Estée Lauder Companies' New Incubation Ventures (NIV).

Launched on Tuesday, June 25, The Catalysts seeks to unearth the next big names in beauty, shining a spotlight on a new generation of beauty innovators.

With TikTok's help and a global community of creators invited to apply, the program will offer mentorship, financial and marketing support and expert advice on how to build and scale a beauty business.

Apply to The Catalysts

Whether you are an aspiring or existing brand looking to grow, or a beauty innovator with a fresh idea to reach new audiences, The Catalysts is your chance to secure funding and the expertise required to make your beauty vision a reality. Here's how to get involved:

The Details

  • Applications for The Catalysts program opened globally on Tuesday, June 25. The two winners will be revealed in October 2024.
  • You can submit ideas and business plans focused on the following categories: makeup, skincare, body care, hair care, fragrance, home fragrance, creative storytelling - for example, a visual concept for an exhibition, a book, a film or a retail space.
  • You must share a TikTok video explaining why you should win and Your Vision for Beauty, using the hashtag #JointheCatalysts.
  • You must be over 21 to apply.
  • You can find out more here about the application process and apply directly here. 


The Winners

The two winners will be chosen by an esteemed jury, comprising industry experts including the Head of New Incubation Ventures (NIV), Shana Randhavaand, TikTok’s Global Head of Content Partnerships, Vanessa Craft and TikTok beauty creators Grace Choi aka @gracemchoi and Mitchell Halliday aka @madebymitchell.

The winners will be revealed in October 2024 at an exclusive event in Paris. Each winner will receive $250K and TikTok ad credits for their project based on their submitted business plans, marketing support and mentorship from experts across the beauty industry.

In addition to the competition, The Catalysts will be launching masterclasses on TikTok. Featuring renowned experts, these will serve as a comprehensive guide for anyone hoping to launch a beauty brand.

@thecatalystsworld CALLING ALL BEAUTY VISIONARIES! Want the chance to win mentorship and up to $250k for two winners to help build your brand? Created by @NIV_ELC in partnership with @TikTok, The Catalysts is an open call for ideas set to transform the future of #beauty. Hit the link in bio to learn more. #JoinTheCatalysts ♬ original sound - thecatalystsworld

Shana Randhava, Senior Vice President of New Incubation Ventures, says: “Today, founding a beauty brand takes more than traditional business acumen; it's about crafting narratives, building communities and shaping not just trends but also broader conversations and movements. Founders are storytellers, cultural ambassadors, filmmakers, designers, gamers and artists,” said Shana Randhava, Senior Vice President, NIV, The Estée Lauder Companies. “Their visions of beauty — expressed via product, retail experiences, films and content — continue to fuel growth in the beauty sector. We set out to create a program to identify and elevate these visionaries as they continue to drive innovation and push the conversation forward.”

Vanessa Craft, Global Head of Partnerships at TikTok and The Catalysts judge adds: "We've witnessed the evolution of beauty firsthand on TikTok, not just through how products are shared and discovered, but how they are experienced. We're proud to have created a space where everyone is able to explore the diversity and inclusivity of beauty - driven by our incredible community of creators and brands who enable enthusiasts to be a part of something and see how beauty products perform on people that look like them. We are delighted to be joining Estee Lauder on their journey to find and nurture the future pioneers of the beauty industry."

Check out The Catalysts website, follow @thecatalystsworld and get ready to share your beauty vision on #JointheCatalysts.

New to TikTok and want to explore #beauty on TikTok? Getting involved couldn't be easier, simply download the app for free via the Apple App Store, Google Play or Amazon.