For years, “I’m Worth It” has been one of the most recognisable lines in advertising. L’Oréal Paris built an entire identity around the idea that women deserve to take up space, claim confidence, and back themselves. Now, the brand is putting that philosophy to work somewhere it matters considerably more than a television commercial – the startup pitch room.
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L’Oréal Paris has partnered with Shark Tank India to open an exclusive early-access application window for women entrepreneurs, running from July 2 to July 11, 2026. Before the general application process even opens, women-led businesses get first access to one of India’s most watched investment platforms. Selected founders move through the Shark Tank India selection process with a real shot at pitching before the show’s investor panel.
It’s a smart, specific intervention. Not a scholarship. Not a mentorship programme with no measurable outcome. An actual seat at an actual table where funding decisions get made.
The campaign film released alongside the partnership doesn’t sugarcoat things either. It confronts the self-doubt, societal expectations, and invisible barriers that quietly talk women out of entrepreneurial ambitions before they even begin. The call to action at the end isn’t motivational filler – it’s a deadline and a link.
What makes this collab land differently is the precision. L’Oréal Paris didn’t slap its logo on a generic empowerment initiative. It identified a specific gap – women being underrepresented in startup pitching culture – and created a structural advantage to address it.
WPP Media backed the campaign as strategic media partner, amplifying reach across platforms.
“I’m Worth It” has always been a great line. This might finally be the proof.
