Biotechnology engineering student Alexander von Rappard, business administration graduate Martín Urrutia—both from Universidad ORT Uruguay—and medical cosmetologist María Belén Sánchez make up the NeoHelvéticos team, which won the L'Oréal Brandstorm 2025 competition in Uruguay.
How the idea came about and what motivated me to participate
Alexander heard about the L'Oréal Brandstorm competition through various channels: from the School of Engineering, which actively encourages student participation, to personal contacts. Martín, Alexander’s former coworker at ORT’s Center for Innovation and Entrepreneurship (CIE), was the one who directly invited him to join the team. His close relationship with the winners of the 2024 edition—also entrepreneurs connected to the CIE—further fueled his enthusiasm:“I was already familiar with the experience; I knew it was a unique opportunity,”Alexander said.
A solution to an everyday problem
The NeoHelvéticos team, so named because its members are from Nueva Helvecia in the department of Colonia, has developed a shaving kit designed for people who suffer from pseudofolliculitis barbae, a condition that causes irritation and pimples after shaving.
Their product line is called "1, 2, 3 and repeat " and includes specific products for before, during, and after shaving, as well as a razor designed for sensitive skin that avoids irritating ingredients like alcohol. The shaving kit also comes with an AI-powered app featuring a chatbot and augmented reality to help users monitor their skin daily and establish a routine.
Inclusive approach and subscription model
The solution has a strong focus on inclusivity: pseudofolliculitis primarily affects people with curly hair, particularly men of African descent. The kit would be offered through a subscription service, making it more accessible and removing barriers related to men purchasing cosmetic products.
In fact, Martín has pseudofolliculitis. “Based on this issue, we did some research and looked into a lot of things; we conducted surveys, interviews, and market research.”
Expertise at the service of the project
Each team member brought a unique perspective: Alexander from the field of biotechnology, Belén from her technical background in cosmetics, and Martín from project management and a business-oriented approach.“Sometimes biotechnology isn’t just found in large laboratories, but in small improvements that transform everyday life,”Alexander noted.
“Putting together a multidisciplinary team was their biggest advantage,” Martín said. Their work involved giving presentations, conducting market research, assessing willingness to pay, managing surveys, and compiling and analyzing the results.
The Road to the International Final
Of the 27 proposals submitted in Uruguay, only five made it to the national finals. There, the NeoHelvéticos won over the jury with their solid proposal, inclusive approach, and business vision. The next stage will be the semifinals in Buenos Aires, where they will compete against teams from across the region.
Mentoring and Learning
The team received mentorship from Santiago Blanco, an executive at L’Oréal, who helped them identify the key differentiator of their project: making shaving the gateway to men’s skincare. That vision strengthened their presentation in the final round.