The Aveeno brand has kicked off its second Aveeno Skin Health Startup Accelerator Pitch Competition in collaboration with Essence. This program recognizes the power of Black female-identifying entrepreneurs in offering new solutions for all skin and hair types and is dedicated to creating a more diverse, inclusive, and equitable skincare industry.

"As a brand that started from humble beginnings, like many others before us, we feel an innate responsibility to pay forward the support and guidance we received along the way to these inspiring Black women entrepreneurs who are working so hard to break into the industry," says Steve Reis, Senior Brand Manager of Aveeno, Johnson & Johnson Consumer Inc.

Aveeno is inviting up-and-coming Black female-identifying entrepreneurs with a product, brand, or technology that meets the skin or haircare needs of Black consumers to pitch themselves and their business. This year's Skin Health Startup Accelerator winner will receive $100,000 to help their business and a trip to Essence Fest where the winners will be recognized. The award will also include hands-on business guidance and mentorship from thought leaders in package design, marketing, accounting, and more.

Reise continued, "We're fortunate that Essence shares this vision with us and have high hopes for year two of the Skin Health Startup Accelerator program's enduring commitment to creating equitable opportunities in the skincare industry."

Essence CEO Caroline Wanga said, "At Essence, we believe that economic inclusion is a human right. We are committed to ensuring that we build Black entrepreneurial growth and generational wealth through supporting Black businesses with purpose, access, capital, and expertise through our New Voices Fund and Foundation, in addition to our comprehensive portfolio of programs and products. I am cheerfully anticipating how this continued partnership will elevate the next generation of Black-owned skin health enterprises."

Entries close April 30, 2022.