L’Oréal’s “Beauty Tech for Good Challenge” is an international competition recognizing the most innovative start-ups supporting responsible, sustainable, and inclusive beauty. The winners will join a six-month L’Oréal incubation program at Station F, the largest start-up campus in the world, and take part in Viva Technology 2021. The start-ups will have access to personalized mentoring from top L’Oréal specialists as well as opportunities for partnerships with L’Oréal brands.

Meet the Beauty Tech for Good Challenge Winners:

WhatRocks (Canada) is the solidarity advertising label for brands. The start-up allows brands to donate a part of the profits from their advertising campaigns to charities.

Reforestum (Spain) enables companies and individuals to combat climate change and compensate their carbon footprint by growing certified forest projects that users can trace through satellite images analyzed using AI. The business is on a mission to make reforestation carbon offsets more transparent and trustworthy

DePoly (Switzerland) recycles PET plastic using a room-temperature chemical method that can transform waste that is not currently recycled, such as mixed colored plastic or plastic containing polyester fibers. The resulting raw material can be used to produce new PET plastic.

This international competition was designed along three lines: environmental protection, ethical artificial intelligence, and inclusivity. Selected by a committee of experts out of 115 entries from 40 countries, the three winners were chosen by a jury made up of members of the L’Oréal Executive Committee.

“With their innovative projects in the areas of solidarity advertising, carbon footprint and plastic recycling, WhatRocks, Reforestum, and DePoly offer solutions for a more sustainable, responsible, and inclusive future. We are delighted to welcome them to our program at Station F to help them grow and raise their profile, whilst working with L’Oréal brands and our ecosystem,” says Lubomira Rochet, L’Oréal Chief Digital Officer.