National resilience through women’s entrepreneurship: The nonprofit Yozmot Atid and L'Oréal Israel has recently launched a new social initiative: Beauty Boost for women entrepreneurs in Israel’s geographic and social periphery.
L'Oréal Israel and Yozmot Atid announced the launch of a new and unique social program, Beauty Boost, which will provide business mentorship and professional training for women entrepreneurs who own small businesses in the beauty sector in Israel’s geo-social periphery. The program is part of L’Oréal Israel’s community support strategy.
The need for the program has become more acute in light of the upheavals of recent years, from the COVID-19 crisis to ongoing security challenges, which have deepened employment barriers, intensified difficulties faced by self-employed women and small business owners, and harmed their financial stability. The importance of small businesses as a driver of economic growth and a pathway out of poverty is further underscored by data: For about 55% of women entrepreneurs, their business is the sole source of family income. During periods of crisis, about 24% experienced an income drop of up to 50%, while only 5% reported growth. The Beauty Boost program aims to bridge these gaps and equip small business owners with tools to increase income and maintain business, economic, and social relevance.
The program, set to begin in July, will offer 30 selected women a practical and in-depth training track including a business entrepreneurship course, personal mentoring by leading mentors, and professional workshops in marketing, digital media, and business management. Selected content from the program will also be made available to the nonprofit’s alumni community, which includes approximately 6,000 entrepreneurs across Israel.
The Beauty Boost program was officially launched at a festive event held at the offices of L'Oréal Israel, during which the L’Oréal Award for Women’s Entrepreneurship 2026 was presented to three outstanding entrepreneurs in the presence of Eli Sagiv, CEO of L’Oréal Israel, and Tsofit Gordon, CEO of Yozmot Atid, along with beauty entrepreneurs, community leaders, and alumni of the organization’s programs.
The three award recipients are: Najwan Khalif, winner of the “Growing Business” category, a cosmetology clinic owner who established her independent business following a personal and family crisis and managed to significantly increase her income despite challenges; Natasha Arotonov, winner of the “Innovative Business” category, owner of a beauty studio in Kiryat Ono, whose business was built through a combination of creativity, technology, and business innovation following a serious accident and a long rehabilitation period; and Sally Segal, winner of the “Inspirational Business” category, owner of a premium wigs and hair extensions business. She immigrated to Israel from Argentina about 12 years ago, left behind an active business, and rebuilt her enterprise while facing complex personal circumstances.
Eli Sagiv, CEO of L’Oréal Israel, said: “The promotion and empowerment of women are at the core of L’Oréal Israel’s activities. Especially in the current period, this is a mission of critical social and economic importance. In recent years, we have seen a real impact on small businesses, especially those owned by women in the geo-social periphery, which are forced to operate under conditions of economic and security uncertainty. For us, beauty is far beyond aesthetics – it is a driver of self-confidence, social inclusion, and life change. Through this program we provide women with tools to turn talent and determination into a stable and thriving business. The success of one woman is also a contribution to national resilience.”
Tsofit Gordon, CEO of Yozmot Atid, said: “In a reality where many women are required to demonstrate resilience, creativity, and flexibility in order to maintain a stable source of income, entrepreneurship is not only an opportunity – but a real necessity. The ‘Beauty Boost’ program was born from the understanding that when women are given precise tools, professional guidance, and a supportive network, they do not only build a business – they build a financial future for themselves and their families. The partnership with L’Oréal Israel allows us to expand our impact and make knowledge, opportunities, and inspiration accessible to women in the periphery, based on the belief that women’s growth is a key driver for reducing gaps and strengthening society as a whole.”
The event concluded with a guest lecture by Yarden Mainfeld Dizengoff, a storytelling and personal branding expert, who shared her experience as an entrepreneur who grew up in the periphery and spoke about the importance of building a business narrative as a tool for differentiation and growth.