L'Oréal Middle East & Astrolabs Launch Innovation Challenge for MENA's Beauty Startups

In a landmark partnership, L'Oréal Middle East and AstroLabs have launched L’Oréal TechQuest, a breakthrough challenge for homegrown startups in UAE and KSA to develop meaningful and positive beauty technology for L'Oréal Middle East. 

TechQuest, the first of its kind initiative in the region, is the Middle East’s regional semi-finals of the wider L'Oréal Big Bang Beauty Tech Innovation Program, aimed at driving open innovation and co-creation of innovative beauty solutions by nurturing promising startups from South Asia Pacific, Middle East, and North Africa region.  

TechQuest highlights the vital role of SMEs in driving the region’s economies through innovation, and the commitment of L'Oréal Middle East to foster collaboration, drive technological advancements, and support the growth of innovative solutions in the region.

In the UAE, SMEs constitute over 94% of all companies, while in Saudi Arabia, 99.5% of businesses fall into this category. As part of the TechQuest challenge, initiated earlier this year, L'Oréal Middle East aims to accelerate government efforts to enhance the competitiveness of the SME sector.

This year, 535 startup companies were identified, with 14 startups shortlisted to design operational solutions in areas such as Warehouse Optimization, Data Fragmentation, AI for Social Listening, and AI in Regulatory Affairs. 

The winners will be able to develop their Beauty Tech innovation pilots in one of five challenge themes: Consumer Experience, Content, Media, New Commerce and Tech for Good when advance to the Big Bang Innovation Competition

From the impressive pool of startups, four innovators emerged as the TechQuest winners after going through a rigorous evaluation process. Exponential Solutions (10xDS) was recognized for their achievements in AI in Regulatory Affairs; Ahad Security Transforming for their contributions to Data Fragmentation; Yango Robotics for their advancements in Warehouse Optimization and Aim Technologies for their innovative work in AI for Social Listening. The innovators also had the unique opportunity to pilot their solutions with key decision makers and technical experts in L'Oréal, receiving valuable feedback, exclusive data, and mentorship as well as support to accelerate the commercialization of their solution in the region. 

Four startups have won the challenge and will potentially be advanced to compete at the L'Oréal Big Bang Beauty Tech Innovation Program Grand Finale in October, that will be held in Singapore in October 2024. Here, they will be presented the opportunity to compete against other shortlisted startups from India and Southeast Asia. The startups will have the opportunity to develop their Beauty Tech innovation pilots in one of five challenge themes: Consumer Experience, Content, Media, New Commerce, and Tech for Good. Those who prove successful pilots in SAP MENA could have the opportunity to work with L’Oréal globally.

Commenting on the successful launch Olfa Messaoudi, Chief Digital and Marketing Officer at L’Oréal Middle East, said, “L'Oréal’s overarching purpose is to create beauty that moves the world, and embrace technology as a catalyst for transformation. The Group has a legacy of pushing the boundaries of beauty innovation and continues to do so with avenues and initiatives that hone entrepreneurial and pioneering talent. SMEs are the backbone of a country’s economy and are often at the forefront of innovation. With L’Oréal TechQuest, we want to explore their agility, creativity, and competitiveness to find beauty solutions that make a positive difference. Startups in UAE and KSA have an opportunity to shape the future of beauty technology in a supportive and dynamic environment.”

Roland Daher, Chief Executive Officer at AstroLabs, said, “We’ve always been about merging startups' agility with the infrastructure and depth of established corporates to unlock transformation in key industries on the rise. The L’Oreal TechQuest exemplifies this commitment, offering regional startups fast-track access and the opportunity to validate and accelerate entry into the wider L’Oréal ecosystem. Bridging this gap