L’Oréal and Founders Factory have announced the line up of the first five beauty tech start-ups into their Beauty accelerator program.

The partners received 180 applications from beauty entrepreneurs around the world, narrowing the selection down to just five with a pitching session held at L’Oréal headquarters.

The five include personalized natural skin care range InsitU, nailbot Preemadonna, social media influencer marketing service Tailify, review app Veleza, and Shanghai-based Cosmose.

“We believe that open innovation will be key to identify new disruptive ideas and co-develop new services to meet the aspirations of our consumers. We are excited to champion the next generation of beauty entrepreneurs through our partnership with Founders Factory and accelerate their development by bringing them our expertise of the beauty industry,” said Lubomira Rochet, L’Oréal Chief Digital Officer.