Columbia Students Rock L’Oréal's Global Competition 

Angie Belloso, Brianna Jennes ’24, and Breyona Smith ’24 just had the trip of a lifetime to London, snagging second place at L'Oréal Brandstorm.

Columbia College Chicago recently took on 42 teams from all over the world at L'Oréal Brandstorm and came out on top, securing the first top-three finish for a U.S. team in 13 years. L'Oréal Brandstorm is an annual competition where students get to solve real business challenges, learn new skills, and connect with industry pros. 

The winning team included Angie Belloso, a rising junior in Graphic Design; and recent alums Breyona Smith ‘24, a Fashion Studies major and Brianna Jennes ‘24, a Graphic Design major.   

This impressive accomplishment follows the team’s U.S. win last spring, a feat that won them the trip to London for the international portion of the competition as well as internships and additional mentoring opportunities from L'Oréal. 

Throughout the competition the team was guided and supported by Fashion Studies faculty members Dana Connell, associate professor, and Reyes Witt, assistant professor of instruction. Connell and Witt co-taught the for-credit course that focuses on preparing students for L'Oréal Brandstorm. 

In London, the team presented their winning idea and business plan for a digital comb called Smart Part, which records and stores complex braid patterns for stylists, increasing their earning potential and saving their customers time in the chair.  

“I'm really proud of Angie Belloso, Brianna Jennes, and Breyona Smith,” says Colbey Reid, chair of Fashion Studies. “They represented the U.S. in this competition with a truly cutting-edge idea, a vibrant and engrossing presentation, and so much heart.” 


Learn about the London L'Oréal Brandstorm experience from the students themslves.  Watch the video!