L'Oreal's Women in Digital Awards Take Tech to Task


L'Oréal's Women in Digital Next Generation Awards have, for five years now, been elevating and encouraging women in tech to go beyond themselves and produce ideas, creations that world needs. They feed innovation, foster creativity and help to kickstart the competition's finalists' futures.

On the board of advisors sit 12 powerhouse women, including the likes of Arianna Huffington, tasked with picking the three finalists. This year proved a difficult selection, with the rising numbers of female tech entrepreneurs.

Having finalized their three choices earlier this month, the chosen ones were brought to New York to pitch their businesses and chat with everyone eager to hear the stories behind HelloAva, Shine and ShearShare.

Below SWAAY spoke to each of the three finalists about their businesses and how the competition has affected their growth and mindset.

Siqi Mou, Co-Founder and CEO, HelloAva

1. Describe your business in a nutshell.

We are making the first tech-enabled customization experience for beauty products, powered by a combination of AI and expert skin advisors

2. When did you come up with the idea for your business?

We started Hello Ava at Stanford Business School last year due to our own personal frustration with skincare: Everyone's skin is unique, so why can't anyone provide us with real, data-driven advice on the best products for our unique skin?

Brands always promote their own products as the cure. Skincare experts and aestheticians only work off of a small set of brands and products that they know well. Almost every woman we interviewed has expressed the frustration that they walk into a skin care aisle in Sephora or other department store and not sure what to pick.

Siqi Mou of HelloAva. Photo courtesy of Zimbio

3. How long did it take to get the technology up and running?

It took us about half a year to build the UI platform on mobile as well as building the initial AI using the data we've collected from our beta users' profiles (photos, skin types, products they like etc).

4. How have you enjoyed this competition? What have you gained from it?

Yes very much. The mentorship, connections to beauty executives as well as the ecosystem L'Oreal was able to provide to us are tremendous. It has truly been an honor to have L'Oreal as a great partner and supporter throughout this process.

5. Why, in your opinion is there a budding female presence in the tech entrepreneur world?

The tech entrepreneur world has been traditionally dominated by male. I felt that way particularly after doing both my undergraduate and MBA at Stanford. Although our campus is quite diverse, Silicon Valley tech companies are still predominantly run by men.

I think the reason there's little female presence in the tech entrepreneur world is because it is harder for women to get funding, mentorship as well as hiring great engineers. However, in my opinion, that's changing. We've seen a great emergence of consumer technology companies run by women such as StichFix, Rent the Runway, and Rocket of Awesome. These are great examples that give us the confidence to believe that we as women have the consumer insights and if we can leverage that to our advantage, we can actually be pioneers in consumer technology entrepreneurship.

6. What do you hope to do after the competition is over? Plans for expansion?

Yes absolutely. We are already seeing great demand from people in the UK and European continent so we are definitely considering setting up international logistics. We are also going to start collaborating with more brands. At the mean time, we want to keep fine tuning our algorithm to make it smarter over time.

7. Do you see tech as an integral part to the future of beauty? Elaborate.

We do. Beauty has traditionally been an antiquated business and consumers always have to go through a lot of trials and errors to find the products that work well. Some products work great for some people but not well for others- and that's big data right there. We hope to be able to introduce the use of data to a big market that has traditionally been disrupted.

Courtney Caldwell, Cofounder & COO, ShearShare

1. Describe your business in a nutshell.

ShearShare is a B2B salon space rental app that allows beauty and barbering professionals to rent workspace by the day in cities all over the world.

2. When did you come up with the idea for your business?

We first came up with the idea for ShearShare back in 2012 while building our salon and barbershop business. Filling empty stations with licensed stylists was originally a problem that we were trying to solve for ourselves, but the idea quickly grew into a global marketplace that meets the most basic need of our industry: space to work.

3. How long did it take to get the technology up and running?

It took us 10 weeks to build the ShearShare MVP. We used data from over 3 years of manually matching stylists to workspaces to help inform our build process.

4. How have you enjoyed this competition? What have you gained from it?

It's such an honor to be named a 2017 L'Oreal Women in Digital. To stand together with other phenomenal women like Hello Ava's Siqi Mou and Shine's Marah Lidey and Naomi Hirabayashi is a testament to how female founders are shaping the next generation of beauty. Our entire team at ShearShare appreciates the budding relationship with L'Oreal, the way they've welcomed our team with open arms, and the validation from the world's largest beauty brand that we are truly designing the future of our industry. Thank you to Rachel, the Women in Digital Advisory Board, and the L'Oreal team for going above and beyond to elevate the hidden gems of female-led companies in the tech space.

5. Why, in your opinion is there a budding female presence in the tech entrepreneur world?

It's all about perspective. I wouldn't necessarily say that a strong female presence is all of a sudden “budding"; we've been present, but just not given the best opportunities in many cases. Take me for example. I've been a woman in tech for the last 20 years and have had the pleasure of working alongside some kick-butt female intrapreneurs and entrepreneurs. (See Backstage Capital's Headliners for inspiration.) Ironically, technology is now making it easier for female tech entrepreneurs to connect and support one another. And the visibility that female tech leaders have on platforms today such as Twitter, Medium, Facebook, and LinkedIn is growing. The more examples we have of women winning, the more women will follow.

Courtney Caldwell of ShearShare

6. What do you hope to do after the competition is over? Plans for expansion?

Of course! This is just the beginning. Our vision for ShearShare is to become an ecosystem for beauty and barbering professionals worldwide where every tool helps to maximize their earning potential. Today we're starting at the very beginning of the stylist's life cycle by providing easy, commitment-free access to vetted space to work. In the future, additional tools will help stylists maintain long-term success in the best industry in the world. One example of where we're headed is a brand-new tool we've recently introduced that helps simplify the financials for self-employed stylists. For the first time ever, our community of licensed cosmetologists and barbers has access to weekly pay stubs, a free tax savings account, the ability to automatically calculate and save for taxes, plus quarterly tax filing. ShearShare is not only completely transforming where and when stylists work but how they manage their business!

7. Do you see tech as an integral part to the future of beauty? Elaborate.

Great question. Yes, I firmly believe that tech and beauty will continue to collide, especially as the rising generation dictates the next chapter. Venture capitalist Marc Andreessen once said that “software is eating the world," and it's true. Just look down at your mobile device to see that technology touches every part of your day-to-day life. It allows us to connect in ways never before thought possible. And because beauty literally touches everyone in some form or fashion, the future of beauty will most certainly continue to shift to more tech-enabled options.

From a B2B standpoint, I bet we'll see a further democratization of how professionals choose to work—where, when, how, and with what tools. I can see B2C continue to transform by introducing AR, VR, machine learning, drone delivery, etc.

Marah Lidey and Naomi Hirabayashi, Co-Founders, Shine

1. Describe your business in a nutshell.

We make wellbeing more accessible. It's a daily text messaging experience that helps you to track and improve your wellbeing.

2. When did you come up with the idea for your business?

2015. We were working together for over 5 years at a previous organisation and we just spent a lot of time together, specifically over text. We were helping to scale the organization from 0 to 5 million members. But then we thought 'what if we took our friendship and our expertise in messaging to work on our first product' and so became The Daily Text. At first it was a side project and then we went full time in April 2016. Now - it's a career.

3. How long did it take to get the technology up and running?

We both come from a tech background so for us it was pretty much instant. We did a prototype with 68 people across New York and the first thing that we heard from people was 'holy crap. This is fundamentally changing my day. I feel better. I feel more balanced and I don't feel alone in the things I'm struggling with.'

Naomi Hirabayashi and Marah Lidey of Shine

4. How have you enjoyed this competition? What have you gained from it?

The other finalists are amazing. I think when you're a co-founder of a start up and things are moving really quickly you're always very appreciative of the times you get to just tell your story, and to see what you've achieved from their point of view. The other founders are amazing and I think that's the spirit of what the competition is about - community, and really lifting up other female founders creating companies to create a big life.

5. Why, in your opinion is there a budding female presence in the tech entrepreneur world?

It's kind of ridiculous that it hasn't been before but it's just that the industry has finally started to change and wake up to the tons of incredible women and people of different backgrounds that traditionally haven't been in the industry. The industry is realizing that women bring bigger returns and are good leaders.

6. What do you hope to do after the competition is over? Plans for expansion?

We're focused on growth and continuing to create an amazing user experience and we also just love our team so we're growing that out as part of our expansion.

7. Do you see tech as an integral part to the future of beauty? Elaborate.

We'll no longer talk about it separately in a couple of years. We were both very early on in the social and digital phase and remember when people used to talk about it as a separate thing to think about, but now we all talk about it as one. Events like this are great to serve as a reminder that it's all ubiquitous and that technology is no longer a side load and it's a part of everything we do. So we definitely see it as being a big part of beauty.

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Patriarchy Stress Disorder is A Real Thing and this Psychologist Is Helping Women Overcome It

For decades, women have been unknowingly suffering from PSD and intergenerational trauma, but now Dr. Valerie Rein wants women to reclaim their power through mind, body and healing tools.

As women, no matter how many accomplishments we have or how successful we look on the outside, we all occasionally hear that nagging internal voice telling us to do more. We criticize ourselves more than anyone else and then throw ourselves into the never-ending cycle of self-care, all in effort to save ourselves from crashing into this invisible internal wall. According to psychologist, entrepreneur and author, Dr. Valerie Rein, these feelings are not your fault and there is nothing wrong with you— but chances are you definitely suffering from Patriarchy Stress Disorder.

Patriarchy Stress Disorder (PSD) is defined as the collective inherited trauma of oppression that forms an invisible inner barrier to women's happiness and fulfillment. The term was coined by Rein who discovered a missing link between trauma and the effects that patriarchal power structures have had on certain groups of people all throughout history up until the present day. Her life experience, in addition to research, have led Rein to develop a deeper understanding of the ways in which men and women are experiencing symptoms of trauma and stress that have been genetically passed down from previously oppressed generations.

What makes the discovery of this disorder significant is that it provides women with an answer to the stresses and trauma we feel but cannot explain or overcome. After being admitted to the ER with stroke-like symptoms one afternoon, when Rein noticed the left side of her body and face going numb, she was baffled to learn from her doctors that the results of her tests revealed that her stroke-like symptoms were caused by stress. Rein was then left to figure out what exactly she did for her clients in order for them to be able to step into the fullness of themselves that she was unable to do for herself. "What started seeping through the tears was the realization that I checked all the boxes that society told me I needed to feel happy and fulfilled, but I didn't feel happy or fulfilled and I didn't feel unhappy either. I didn't feel much of anything at all, not even stress," she stated.

Photo Courtesy of Dr. Valerie Rein

This raised the question for Rein as to what sort of hidden traumas women are suppressing without having any awareness of its presence. In her evaluation of her healing methodology, Rein realized that she was using mind, body and trauma healing tools with her clients because, while they had never experienced a traumatic event, they were showing the tell-tale symptoms of trauma which are described as a disconnect from parts of ourselves, body and emotions. In addition to her personal evaluation, research at the time had revealed that traumatic experiences are, in fact, passed down genetically throughout generations. This was Rein's lightbulb moment. The answer to a very real problem that she, and all women, have been experiencing is intergenerational trauma as a result of oppression formed under the patriarchy.

Although Rein's discovery would undoubtably change the way women experience and understand stress, it was crucial that she first broaden the definition of trauma not with the intention of catering to PSD, but to better identify the ways in which trauma presents itself in the current generation. When studying psychology from the books and diagnostic manuals written exclusively by white men, trauma was narrowly defined as a life-threatening experience. By that definition, not many people fit the bill despite showing trauma-like symptoms such as disconnections from parts of their body, emotions and self-expression. However, as the field of psychology has expanded, more voices have been joining the conversations and expanding the definition of trauma based on their lived experience. "I have broadened the definition to say that any experience that makes us feel unsafe psychically or emotionally can be traumatic," stated Rein. By redefining trauma, people across the gender spectrum are able to find validation in their experiences and begin their journey to healing these traumas not just for ourselves, but for future generations.

While PSD is not experienced by one particular gender, as women who have been one of the most historically disadvantaged and oppressed groups, we have inherited survival instructions that express themselves differently for different women. For some women, this means their nervous systems freeze when faced with something that has been historically dangerous for women such as stepping into their power, speaking out, being visible or making a lot of money. Then there are women who go into fight or flight mode. Although they are able to stand in the spotlight, they pay a high price for it when their nervous system begins to work in a constant state of hyper vigilance in order to keep them safe. These women often find themselves having trouble with anxiety, intimacy, sleeping or relaxing without a glass of wine or a pill. Because of this, adrenaline fatigue has become an epidemic among high achieving women that is resulting in heightened levels of stress and anxiety.

"For the first time, it makes sense that we are not broken or making this up, and we have gained this understanding by looking through the lens of a shared trauma. All of these things have been either forbidden or impossible for women. A woman's power has always been a punishable offense throughout history," stated Rein.

Although the idea of having a disorder may be scary to some and even potentially contribute to a victim mentality, Rein wants people to be empowered by PSD and to see it as a diagnosis meant to validate your experience by giving it a name, making it real and giving you a means to heal yourself. "There are still experiences in our lives that are triggering PSD and the more layers we heal, the more power we claim, the more resilience we have and more ability we have in staying plugged into our power and happiness. These triggers affect us less and less the more we heal," emphasized Rein. While the task of breaking intergenerational transmission of trauma seems intimidating, the author has flipped the negative approach to the healing journey from a game of survival to the game of how good can it get.

In her new book, Patriarchy Stress Disorder: The Invisible Barrier to Women's Happiness and Fulfillment, Rein details an easy system for healing that includes the necessary tools she has sourced over 20 years on her healing exploration with the pioneers of mind, body and trauma resolution. Her 5-step system serves to help "Jailbreakers" escape the inner prison of PSD and other hidden trauma through the process of Waking Up in Prison, Meeting the Prison Guards, Turning the Prison Guards into Body Guards, Digging the Tunnel to Freedom and Savoring Freedom. Readers can also find free tools on Rein's website to help aid in their healing journey and exploration.

"I think of the book coming out as the birth of a movement. Healing is not women against men– it's women, men and people across the gender spectrum, coming together in a shared understanding that we all have trauma and we can all heal."