Sunlights Balayage and P3 Pure were the big winners at The Beauty Pitch, held July 24 in Las Vegas at the Mandalay Bay Resort. The event, now in its second year, is a partnership between the Professional Beauty Association and Cosmoprof North America. Several of the contenders were among the most sought after lines when the doors opened the next day to attendees on the hunt for newness.

This year, companies were divided into two groups. The first was the Start-up Business Category with sales up to $5 million and the Established Business Category with sales exceeding $5 million.

Veteran hairstylist Candy Shaw, founder of Sunlights Balayage presented the benefits of her Balay Box, which she said can help salon operators improve the application of the popular hair painting process. Amy Cazin, the founder of P3 Pure, impressed the judges with her Primate Pit Paste, an all-natural, aluminum-free deodorant line that took honors in the Established division. The other finalists were Flip-It Cap, Pur-Lisse, Vanity Girl Hollywood and Whish.

The judges were John Paul DeJoria of John Paul Mitchell Systems; Kevin Harrington of Kevin Harrington Enterprises; Deanne Kaczerski, executive editor of InStyle Digital Innovation, Time Inc.; Mark Spinks of CosmoProf and Armstrong McCall, Sally Beauty Holdings; and Elle’s beauty director Emily Dougherty.

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Returning judge DeJoria, noted this year’s group brought new passion and creativity. He offered each entrepreneur keen advice from his experienced eye. For Shaw, he advised emphasizing her training tactics for stylists.

Harrington, who has appeared as a judge on “Shark Tank,” applauded the inclusion of gadgets such as Flip-It and Vanity Girl Hollywood. “I’m excited to see more hard goods,” said Harrington, the creator of As Seen on TV.

Elle’s Dougherty cited Whish as an example of a product transforming a once mundane routine, women’s shaving, into an experience. “Every entry brought something we’ve never seen before,” she said.

Sunlights Balayage Inc. was awarded $5,000 by The Kirschner Group Inc. In the Established Category, P3 Pure was presented $10,000 by TSG Consumer Group. Other awards included ORG Skincare, which was offered a distribution partnership by Beauty Systems Group. The audience choice award went to Alexandria Profession, a body sugaring and epilation brand. The company will receive a booth at next year’s meeting and a one-year PBA membership.

Amazon Launchpad announced that all of the Beauty Pitch semifinalists will also be displayed in their online boutique.

Chaleur, heat-inspired skin care including a mask that was a traffic draw on the floor, was selected as the winner of the Discover Beauty area. Those walking the curated Discover Beauty area voted for their favorite.