This History-Making Beauty Innovation Just Won Grind Pretty Fest’s $5K Pitch Grant

Getting access to funding is often a major challenge for women entrepreneurs, especially for women of color. Studies show that they receive less than one percent of venture capital, with many relying on their own funds to fund their entrepreneurial journeys.

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For JoAnn Emale, founder of Maskee, a one-minute pitch at “Grind Pretty Fest: The Remix” in Houston changed everything.

“Winning the $5,000 at Grind Pretty Fest is a game-changer,” said Emale, who created a breathable, eco-friendly beauty hood to prevent makeup transfer onto clothing during outfit changes. “I plan to reinvest it into expanding our product line, enhancing our marketing efforts, and improving our packaging.”

Emale was one of nearly 200 women entrepreneurs and beauty influencers who attended the event, which was centered on empowerment and networking. The highlight of the event was a $5,000 pitch competition, sponsored by MyAvana, for the entrepreneur with the most compelling pitch.

In an unexpected twist, contestants were given only 30 minutes’ notice — and just 60 seconds — to pitch their business for the chance to win the cash prize. Eight contestants, representing a variety of professions including senior home care and beauty and haircare, rose to the challenge, incorporating insights from MyAvana founder Candace Mitchell into their pitches.

Emale, who traveled from Arlington, TX, captured the judges’ attention with her groundbreaking innovation—the world’s first patent-pending and trademarked solution for makeup transfer.

“My product, Maskee, was born from my personal need to protect makeup while changing clothes, especially during pageants and events,” she said. “As a former pageant queen, I struggled to find a solution to this problem.”

Emale was one of two winners, with one of the judges, known as The Tax Boss, stepping up to give funds to another brand.

“A lot of founders [struggle] to break through and stand out when there is so much competition,” said Mimi Johnson, Grind Pretty founder. The Atlanta-based beauty entrepreneur and celebrity makeup artist created the platform and event to help brands access resources and build their businesses.

Having partnered with clients such as Angela Simmons and Hype Hair publisher and beauty supply store owner Lia Jones, Johnson understands the power of community.

“There are a lot of opportunities for women founders,” she said. “We need to move toward a space where there’s more collaboration.”

For more information on Grind Pretty and its annual Fest, visit grindpretty.com.