Recently beauty care and cosmetics major L’Oreal USA had started its ‘Women in Digital’ program to recognise the work done by women in the digital and mobile space to revolutionize the beauty industry. In the first ever award for great work done, L’Oreal has recognized five women entrepreneurs in the digital space with the L’Oreal USA Women in Digital ‘NEXT Generation Award’.

These five women have created websites, innovative digital and mobile apps that have brought beauty and fashion nearer to consumers. In fact three out of five women have created business that helps in digital marketing, and consumer awareness through social media. While one company creates augmented reality campaigns for mobiles, the other helps brands in developing campaign videos for better marketing strategy. According to the company, this program was created to support, empower, mentor and educate women working in technology as a collective force across all industries and functions, and to address the underrepresentation of women in digital and technical fields.

Talking about the awards Frederic Roze, president & CEO, L’Oreal USA said, “At L’Oreal, women are at the heart of our business and play a fundamental role in the company’s success in the US and worldwide. The Women in Digital program is a natural extension for L’Oreal USA, as we want to continue our lineage of celebrating and empowering women who will be essential to the growth of our company.”

The L’Oreal USA Next Generation winners were selected by a panel of L’Oreal USA executives, Venture Capital Partners and the L’Oreal USA Women in Digital Board of Advisors including Shaherose Charania, co-founder and CEO, Women 2.0, Carolyn Everson, vice president, Global Marketing Solutions, Facebook, and Arianna Huffington, president and editor-in-chief, Huffington Post Media Group.

The winners include Vivian Rosenthal, founder and CEO, GoldRun – an augmented reality mobile platform that transforms traditional digital media placements into immersive and shareable brand-consumer engagements; Doreen Bloch, founder CEO, – a beauty-meets-digital company that created an algorithm that allows companies and brands to send out customized samples to users; Bettina Hein, founder and CEO, Pixibility – a video marketing company that helps organizations get the right online video in front of the right audience through social media and such; Sarah McIlroy, founder and CEO, – the first fashion and style commerce company for tween girls to help them create and wear original fashion; Kathryn Minshew, founder, The Daily Muse – an online community for professional women (and a few great dudes too). With the recent launch of their career and job discovery tool at, the site also helps connect hundreds of thousands of aspiring professionals with amazing companies.

“Having so many distinguished women involved with this initiative is a testament to our honorees and the community of women making strides at the intersection of beauty and technology,” added Rachel Weiss, VP, Digital Strategy and Innovation, L’Oreal USA. The honorees will be given the opportunity to meet with venture capital firms, L’Oreal USA executives and partners who can help advise them in taking their business to higher levels. In addition, L’Oreal Women in Digital will invite them on an ongoing basis to attend all L’Oreal Women in Digital meet-ups in local markets and will provide mentorship both internally and through the L’Oreal USA Women in Digital Advisory Board.