Empowering women to turn their experience and ideas into businesses that create positive social impact
Applications open from July 30, 2026
July 30, 2026
Social Innovation Japan (SIJ), in partnership with Helena Rubinstein, L'Oréal Japan, is launching the second edition of HELENA POWERS, a practical social entrepreneurship program for women aged 30 and over.
Applications for the 2026 program open on July 30, 2026.
As social and environmental challenges become increasingly complex, the perspectives we gain through different careers, experiences and stages of life can become a powerful source of new solutions.
Turning women's experience and perspectives into businesses that tackle social challenges
In June 2026, the Japanese government's Priority Policy for Women's Empowerment and Gender Equality 2026 highlighted the importance of strengthening support for women entrepreneurs, including expanding successful initiatives across Japan and developing regional networks to support women starting businesses.
But supporting more women to become entrepreneurs requires more than funding or growth support once a business has already been launched.
It also means creating opportunities much earlier, before someone necessarily thinks of herself as an entrepreneur, to turn her experiences, ideas and awareness of social challenges into something that creates meaningful value for society.
HELENA POWERS is designed for women who want to use the power of business to address social and environmental challenges. Participants draw on their own experience and motivation while developing and testing an idea, building the foundations for a venture that can continue creating value over time.
Our goal is to help participants build the skills and confidence to make decisions, take action, learn from what happens and continue developing their work beyond the program.
Confidence comes through action, not before it
It is easy for an idea to remain just an idea while waiting until it feels more developed, or until we feel more confident about taking the first step.
At HELENA POWERS, participants start by taking action.
They speak to real people, explore the problems they want to address and test their assumptions. Based on what they learn, they refine or change their initial ideas and explore what kind of solution or business might genuinely be needed.
Through repeated action and dialogue, participants begin to identify where their own experience and strengths can create the greatest value, and build a path they can continue developing after the program ends.
100% of our first cohort would recommend the program
In 2025, 11 women completed the first HELENA POWERS program, working through interviews, hypothesis testing, business development and pitching to turn their passion for social and environmental issues into concrete ideas for action.
9.6 /10
Average participant rating across all sessions
100 %
Would recommend the program to a friend or colleague
7.5→ 8.9
Increase in confidence to take action towards entrepreneurship
“I knew there was something I wanted to do, but I didn't know how to move forward or even put the idea into words. This program helped me break out of that loop and take the first step.”
HELENA POWERS 2025 participant“What had been vague in my mind began to take shape as I kept taking action alongside the other participants.”
HELENA POWERS 2025 participant
A message from Mariko McTier, Co-CEO of Social Innovation Japan
“The seeds of new businesses that can address social challenges are often found in the things we have questioned in our work or everyday lives, or in our experiences of seeing someone struggle with a problem.
We want more women to be able to turn those experiences and perspectives into businesses, and to continue tackling social challenges as entrepreneurs.
At HELENA POWERS, we support participants to learn directly from people, adapt their ideas and direction when needed, and build businesses that create value society genuinely needs.
We believe confidence does not have to come before you start. It grows through action.
We look forward to hearing from women who want to turn their own experience into a business that creates new value for society.”
HELENA POWERS 2026 Program Overview
| Program dates | October 3 to November 21, 2026 |
|---|---|
| Format | An 8-week hybrid program combining two in-person sessions with online sessions and support |
| In-person venue | L'Oréal Japan Headquarters, Shinjuku, Tokyo |
| Who can apply | Women aged 30 and over living in Japan who want to develop a business idea addressing a social or environmental challenge and explore entrepreneurship |
| Number of participants | Approximately 14 to 15 |
| Participation fee | Free. Participants are responsible for their own transportation and other costs associated with attending the in-person sessions. |
| Application period | July 30 to August 30, 2026, 11:59 PM JST |
| How to apply | Complete and submit the application form on the HELENA POWERS 2026 program page |
For questions about the program, please use the contact form on the HELENA POWERS 2026 program page .
About Helena Rubinstein
For more than 120 years, Helena Rubinstein has challenged conventions in beauty through innovative ideas and products.
Its founder, Madame Helena Rubinstein, was a pioneering entrepreneur who transformed not only the possibilities of beauty, but also what was possible for women in business.
Guided by her belief in never creating something that already existed, Helena Rubinstein pioneered innovations that helped transform the beauty industry, from recognising different skin types and developing targeted skincare to creating the first waterproof mascara and introducing vitamins into cosmetic products.
Visit the Helena Rubinstein website
About Social Innovation Japan
Social Innovation Japan (SIJ) was established in 2017 as a platform for creating and accelerating solutions to social and environmental challenges.
Our work spans climate and environmental action, empowerment programs, sustainability and innovation training, and collaboration with companies, governments and communities.
SIJ is also the organisation behind mymizu, Japan's first free water refill platform, alongside projects focused on the circular economy, community building and creating practical pathways to positive social impact.