HelloArtUp, winner of the "Coup de cœur" award from the Entrepreneuses Force Femmes - Helena Rubinstein 2024

A mission-driven company specializing in the creation of digital cultural experiences for elderly people residing in nursing homes, and having gone through IncubAlliance Paris-Saclay, HelloArtUp has just received the Helena Rubinstein x Force Femmes award.

As we know, there's still a long way to go before women cease to be underrepresented in the world of entrepreneurship. Fortunately, more and more projects led by women are proving to be exceptions to the rule. This is particularly true of HelloArtUp, a startup founded by Laetitia Portal and part of the IncubAlliance Paris-Saclay program between 2022 and 2024, which has just been awarded the "Coup de cœur" prize by Helena Rubinstein and Force Femmes 2024.

In a context where only 21% of fundraising rounds are led by all-female management teams, Helena Rubinstein is partnering with the Force Femmes association by awarding the Helena Rubinstein x Force Femmes Entrepreneur Award. This award aims to encourage women over 45 to reinvent themselves and develop projects aligned with their values and with a positive impact on the environment or society. 

This year, out of 240 applications submitted, 10 candidates were selected and invited to present their projects to a jury composed of members of the Force Femme board, journalists, and representatives from the Helena Rubinstein board, at a ceremony held at the Medef headquarters on June 11th. Among them was Laetitia Portal, who presented HelloArtUp, a mission-driven company specializing in creating digital cultural experiences for elderly residents in nursing homes.« We Let's develop innovative solutions that allow residents to create and access art and culture in an immersive and inclusive way, even from their rooms. Specifically, the idea is to create an Inclusive Virtual Museum together, with all stakeholders in the facility (residents, staff, families). »" explains Laetitia Portal.

An idea that convinced the jury, as HelloArtUp was awarded the Coup de Cœur prize by the Helena Rubinstein and Forces Femmes 2024 entrepreneurs.« We are very proud of this new recognition, which encourages us to innovate even further in serving seniors. »,« explains Laetitia Portal. HelloArtUp is currently developing a free platform for seniors living at home and is committed to encouraging the employment of seniors, even within its own ranks.« We are delighted to have recruited in this way last year our first senior employee, aged 57 »" she adds, and thus be among the 1,313 French startups employing seniors (source: Figaro 10/03/2024)! The future therefore looks very promising for HelloArtUp, which is preparing a fundraising round for the end of 2024.

>> To learn more about HelloArtUp