KEY TAKEAWAYS: Zenistry Labs won the inaugural New Voices NOLA POWER PITCH and a $25,000 non-dilutive grant. The competition debuted during the Essence Festival through a partnership between New Voices Foundation and Startup Noir NOLA. JRUMZ EAR WEAR and Top Tutors For Us earned second- and th ird-place grants of $15,000 and $10,000. All three finalists will receive ongoing mentorship, coaching and access to business development resources.   Zenistry Labs took the top prize at the inaugural New Voices NOLA Power Pitch during the Essence Festival of Culture, earning a $25,000 grant as part of a new initiative designed to support Black entrepreneurs in the Greater New Orleans region. The pitch competition, held Sunday on the We Love Us Marketplace Stage at the Ernest N. Morial Convention Center, was presented through a partnership between the New Voices Foundation and Startup Noir NOLA, an initiative of Greater New Orleans Inc. The program aims to expand access to capital, mentorship and business resources for Black founders. Lo Williams-Thomas, founder and CEO of Zenistry Labs, won first place after presenting the company’s vision to a panel of judges and festival attendees. The company describes itself as Louisiana‘s first Black woman-owned cosmetic research, testing and manufacturing company. “This moment is about so much more than winning a competition,” Williams-Thomas said. “As the founder of Louisiana’s first Black woman-owned cosmetic research, testing, and manufacturing company, this recognition affirms that science, innovation, and manufacturing deserve a larger place in the beauty conversation.” Williams-Thomas said the company was created to expand access and opportunity for businesses developing beauty products while encouraging more young Black scientists and entrepreneurs to pursue careers in research, manufacturing and innovation. Dr. Lana Joseph, founder and CEO of JRUMZ EAR WEAR, received the $15,000 second-place grant, while Angelica Harris, founder and CEO of Top Tutors For Us, earned the $10,000 third-place award. According to the organizers, all three finalists will also receive ongoing coaching, mentorship and networking opportunities through the New Voices Foundation. The grants are non-dilutive, allowing each entrepreneur to retain full ownership of their business. “Top Tutors For Us, JRUMZ, and Zenistry Labs were built in this city and create products and services trusted across the country,” said Salem Habte, business development and innovation manager at Greater New Orleans Inc. and Startup Noir NOLA lead. “Beyond non-dilutive funding, New Voices has given these founders something invaluable: access to a national network of startup champions.” Habte said the competition was designed to highlight the strength of New Orleans’ startup ecosystem during one of the nation’s largest celebrations of Black culture and commerce. Marie Clark of the New Voices Foundation said the competition represents the organization’s long-term investment in Greater New Orleans entrepreneurs. “Launching the inaugural 2026 New Voices NOLA POWER PITCH! was a deliberate step in deepening our long-term commitment to the vibrant entrepreneurial ecosystem here in Greater New Orleans,” Clark said. The three finalists were selected from a competitive applicant pool and delivered live presentations before judges during the Essence Festival. Since 2018, the New Voices Foundation has supported underserved entrepreneurs through its P.A.C.E. model, which focuses on purpose, access, capital and expertise. During this year’s festival, the organization also hosted New Voices Village, where entrepreneurs met one-on-one with investors, retailers and business advisors, including representatives from Target. Startup Noir NOLA is an initiative of Greater New Orleans Inc., the regional economic development organization for Southeast Louisiana, focused on increasing access to resources and opportunities for Black founders. ...read more read less