The programme’s fifth edition features emerging beauty brands, fragrance innovators and creative studios.
Four categories spanning established beauty businesses, early-stage concepts, fragrance technology and creative design feature in the 2026 edition of BEAUTY&YOU India. Estée Lauder Companies (ELC), which runs the initiative with beauty retailer Nykaa and Startup India, has selected 14 finalists from a competitive application process.
Launched in 2022, the programme aims to help Indian beauty entrepreneurs develop their ideas and grow their businesses through funding, mentorship, industry knowledge and strategic opportunities. Startup India is an initiative of the Department for Promotion of Industry and Internal Trade (DPIIT).
The Grow category recognises brands already operating in the market. Its three finalists are 3TENX, represented by founder and CEO Ankith Aroraa and co-founder Megha Arora; Laani, founded by Nirja Bhatt; and The Curl Co., co-founded by Rutvika Charegaonkar and Isha Mahabal.
Four ventures have been shortlisted under Imagine, which focuses on beauty concepts at an early stage of development. They are Hyeglo Beauty, founded by Kanupriya Ahluwalia; Neothera, founded by CEO Radhika Agarwal; Boldpurity, represented by CEO Khatija Shabana and Director Syed Mohammad Fouzan; and Evove, co-founded by Karan Galhotra and Aditi Mittal.
Fragrance innovation takes centre stage in Breakthrough, a category developed in partnership with ELC’s Fragrance Atelier in Paris, its global hub for fragrance expertise and innovation. The four finalists are Ananthara Biotech, led by founder and Managing Director Ananth Krishna Narayanan and Director K.K. Narayanan; Goyam Green Tech, represented by Directors Ajaykumar Mehta, Shriya Rambhia and Dheer Rambhia; BABOSKI, founded by Hetali Kamdar; and La SerentiQa Innovations, co-founded by Abhay Panchal and Hardik Patel. The category aims to connect Indian innovators with ELC’s fragrance capabilities while drawing on the country’s established tradition of fragrance craftsmanship.
The newly introduced Design category recognises creative talent with the potential to collaborate with an ELC brand. Its three finalists are De Icebreaker Creative Studio, led by Founder and Creative Director Pankti Sheth; Guerrilla Art & Design Pvt. Ltd., represented by Design Director and Co-founder Rutva Trivedi and Managing Director Arjun Bhal; and Rhevan, co-founded by Vanshika Pherwani and Rhea Pherwani.
ELC said the selection reflects the variety of ideas emerging in India’s beauty sector, from skincare and haircare developed with local consumers and climatic conditions in mind to new approaches to fragrance creation and the formulation and delivery of active ingredients.
The finalists were scheduled to present their businesses and concepts to a panel of judges in Mumbai, with the winners due to be announced the following evening at the BEAUTY&YOU India 2026 Awards.
The jury includes ELC executives Akhil Shrivastava, Executive Vice President and Chief Financial Officer; Aude Gandon, Chief Digital and Marketing Officer; and René Lammers, Executive Vice President and Chief Research and Innovation Officer. Industry representatives on the panel include Anchit Nayar, Executive Director and CEO of Nykaa Beauty; Ankita Pandey, Director at the Ministry of Micro, Small and Medium Enterprises; and actor Katrina Kaif, founder of Kay Beauty.
ELC said its partnership with Startup India and DPIIT continues to support the broader goal of fostering Indian entrepreneurship, including creating more opportunities for women founders. Since the programme began, it has offered entrepreneurs a route to financial support, mentorship, access to global beauty expertise and strategic connections to help advance their businesses.
