#MakeUpForThePayGap.

Women in the region are paid far less than men: ItsHerWay's launch release cited a 54.8% gap in the GCC, from a 2014 Bayt.com study. ItsHerWay, a UAE platform for women entrepreneurs, wanted to raise awareness and push employers to act while competing for attention with larger, better-funded brands, its MMA Smarties entry says.

With makeup influencer Sarah Sequeira, ItsHerWay released a TikTok tutorial that begins like a "get ready with me" video and ends with her made up as a man with a full beard and moustache. It closed on the line that over 1.6 billion women around the world would be paid more if they were men, and invited women to take up the #MakeUpForThePay_Gap challenge, with a custom TikTok lens to join in. The entries also describe what they call the region's first Equal Pay Conference, where companies pledged to end the gender pay gap.