P&G Ventures, the early-stage start-up studio within Procter & Gamble, announced the four finalists of this year's Innovation Challenge. Finalists will present their groundbreaking product ideas to a panel of expert judges at CES in January 2022 for the chance to win $10,000 and the opportunity to work with P&G Ventures to continue developing their product.

“The P&G Ventures Innovation Challenge provides a fantastic opportunity for us to connect with entrepreneurs and startups who could partner with us to build new brands and businesses that improve consumers' lives," said Guy Persaud, President of New Business for Procter & Gamble. "We are inspired by the enthusiastic response to this year's Challenge. We congratulate our finalists and can't wait to see them pitch live at CES, the most influential tech event of the year.”

Cybele Microbiome, headquartered in San Diego, CA, provides high-efficacy natural solutions for human health through patented technologies. Nicole Scott, co-founder and CEO, will pitch.

Kushae Naturals, based in Lake Work, FL, is an all-natural, pH-balanced, doctor-formulated feminine hygiene product line made by women for women. Co-founder and CEO Kimba Williams will pitch.

Lady Patch, operating out of El Segundo, CA, is the only drug-free feminine patch that prevents bladder leaks and the frequent urge to urinate. CEO and founder Cindy Santa Cruz will pitch.

Ryp Labs, located in Kirkland, WA, is an award-winning food and crop protection company developing and commercializing biomimicry solutions to combat global food waste, naturally and safely. Moody Soliman, co-founder and CEO, will pitch.

The panel of expert judges include Victor Aguilar, Chief R&D and Innovation Officer for P&G; Guy Persaud, President of New Business, P&G; Saeed Amidi, Founder and CEO, Plug and Play Tech Center; Sarah Anderson, Founding Partner, Vault Fund; and Lee Henderson, Americas EY Private Leader and Executive Sponsor, EY Entrepreneurs Access Network.