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.


Male Managers Afraid To Mentor Women In Wake Of #MeToo Movement

Women in the workplace have always experienced a certain degree of discrimination from male colleagues, and according to new studies, it appears that it is becoming even more difficult for women to get acclimated to modern day work environments, in wake of the #MeToo Movement.

In a recent study conducted by, in partnership with SurveyMonkey, 60% of male managers confessed to feeling uncomfortable engaging in social situations with women in and outside of the workplace. This includes interactions such as mentorships, meetings, and basic work activities. This statistic comes as a shocking 32% rise from 2018.

What appears the be the crux of the matter is that men are afraid of being accused of sexual harassment. While it is impossible to discredit this fear as incidents of wrongful accusations have taken place, the extent to which it has burgeoned is unacceptable. The #MeToo movement was never a movement against men, but an empowering opportunity for women to speak up about their experiences as victims of sexual harassment. Not only were women supporting one another in sharing to the public that these incidents do occur, and are often swept under the rug, but offered men insight into behaviors and conversations that are typically deemed unwelcomed and unwarranted.

Restricting interaction with women in the workplace is not a solution, but a mere attempt at deflecting from the core issue. Resorting to isolation and exclusion relays the message that if men can't treat women how they want, then they rather not deal with them at all. Educating both men and women on what behaviors are unacceptable while also creating a work environment where men and women are held accountable for their actions would be the ideal scenario. However, the impact of denying women opportunities of mentorship and productive one-on-one meetings hinders growth within their careers and professional networks.

Women, particularly women of color, have always had far fewer opportunities for mentorship which makes it impossible to achieve growth within their careers without them. If women are given limited opportunities to network in and outside of a work environment, then men must limit those opportunities amongst each other, as well. At the most basic level, men should be approaching female colleagues as they would approach their male colleagues. Striving to achieve gender equality within the workplace is essential towards creating a safer environment.

While restricted communication and interaction may diminish the possibility of men being wrongfully accused of sexual harassment, it creates a hostile
environment that perpetuates women-shaming and victim-blaming. Creating distance between men and women only prompts women to believe that male colleagues who avoid them will look away from or entirely discredit sexual harassment they experience from other men in the workplace. This creates an unsafe working environment for both parties where the problem at hand is not solved, but overlooked.

According to LeanIn's study, only 85% of women said they feel safe on the job, a 5% drop from 2018. In the report, Jillesa Gebhardt wrote, "Media coverage that is intended to hold aggressors accountable also seems to create a sense of threat, and people don't seem to feel like aggressors are held accountable." Unfortunately, only 16% of workers believed that harassers holding high positions are held accountable for their actions which inevitably puts victims in difficult, and quite possibly dangerous, situations. 50% of workers also believe that there are more repercussions for the victims than harassers when speaking up.

In a research poll conducted by Edison Research in 2018, 30% of women agreed that their employers did not handle harassment situations properly while 53% percent of men agreed that they did. Often times, male harassers hold a significant amount of power within their careers that gives them a sense of security and freedom to go forward with sexual misconduct. This can be seen in cases such as that of Harvey Weinstein, Bill Cosby and R. Kelly. Men in power seemingly have little to no fear that they will face punishment for their actions.

Source-Alex Brandon, AP

Sheryl Sandberg, Facebook executive and founder of, believes that in order for there to be positive changes within work environments, more women should be in higher positions. In an interview with CNBC's Julia Boorstin, Sandberg stated, "you know where the least sexual harassment is? Organizations that have more women in senior leadership roles. And so, we need to mentor women, we need to sponsor women, we need to have one-on-one conversations with them that get them promoted." Fortunately, the number of women in leadership positions are slowly increasing which means the prospect of gender equality and safer work environments are looking up.

Despite these concerning statistics, Sandberg does not believe that movements such as the Times Up and Me Too movements, have been responsible for the hardship women have been experiencing in the workplace. "I don't believe they've had negative implications. I believe they're overwhelmingly positive. Because half of women have been sexually harassed. But the thing is it is not enough. It is really important not to harass anyone. But that's pretty basic. We also need to not be ignored," she stated. While men may be feeling uncomfortable, putting an unrealistic amount of distance between themselves and female coworkers is more harmful to all parties than it is beneficial. Men cannot avoid working with women and vice versa. Creating such a hostile environment is also detrimental to any business as productivity and communication will significantly decrease.

The fear or being wrongfully accused of sexual harassment is a legitimate fear that deserves recognition and understanding. However, restricting interactions with women in the workplace is not a sensible solution as it can have negatively impact a woman's career. Companies are in need of proper training and resources to help both men and women understand what is appropriate workplace behavior. Refraining from physical interactions, commenting on physical appearance, making lewd or sexist jokes and inquiring about personal information are also beneficial steps towards respecting your colleagues' personal space. There is still much work to be done in order to create safe work environments, but with more and more women speaking up and taking on higher positions, women can feel safer and hopefully have less contributions to make to the #MeToo movement.