CPG giant Reckitt announced in Cannes this morning an initiative to support and scale up to 200 health and hygiene startups founded by woman and underrepresented entrepreneurs.  

According to the company, the effort, called Reckitt Catalyst, is designed to improve the lives of millions of people who lack day-to-day health-related needs.  

The program is a five-year commitment with up to 10 million GBP ($13.5 million) in funding, mentorship and expertise from Reckitt leaders and tennis great and entrepreneur Serena Williams to help businesses scale and fill those gaps.  

Williams participated in session today at the Cannes Festival that discussed the challenges to entrepreneurs trying to build companies to provide services to population centers around the world that lack basic healthcare-related needs.  

Many are underfunded and lack access to networks, mentorship, and support they need to succeed.  

In partnership with Yunus Social Innovation, Acumen America, and Health Innovation Exchange (HIEX), Reckitt Catalyst will help support startups in more than 15 countries across Africa, Asia and Latin America.    

Reckitt also announced that Williams is named the company’s first Entrepreneur-in-Residence and will play a key role in mentoring and supporting women leading these ventures. Women-led businesses can apply to be one of Reckitt Catalyst's entrepreneurs, by visiting Reckitt.com.   

“Some of the world’s most pressing healthcare challenges can be solved by bold, innovative ideas - if they are given the right support to thrive and scale,” said Williams. “This includes mentorship, funding and unwavering belief,” she added. “I’m honored to share what I’ve learned in both business and sport to help visionary ventures grow.”    

For Reckitt, the new program extends previous efforts in this area—since 2020 it has funded 60 entrepreneurs providing access to health, clean water and sanitation for an estimated one million people across 13 countries.   

“Local entrepreneurs are best placed to understand local challenges and have much-needed familiarity and understand the unique needs of their communities,” said Kris Licht, CEO of Reckitt.