Johnson & Johnson will launch a new initiative, named JPitch and aimed at start-ups, at In-Cosmetics North America.

The company will invite consumer manufacturers and suppliers to submit their applications online by September 22. Those shortlisted will then be invited to pitch a panel of judges from J&J’s innovation team at In-Cosmetics North America on October 11.

The initiative is specifically seeking innovations in one of six categories: devices & diagnostics, personalization, therapeutics solutions, outdoor care, sleep aids or monitoring, microbiome and active naturals.

The winning company will be awarded a US$5,000 financial contribution and access to J&J’s innovation experts.