How to Apply

Good Impressions is open to anyone who is:

  • 18 years or older
  • Identifies as BIPOC and/or LGTBQIA
    • BIPOC (Black, Indigenous, People of Color): American Indian or Alaska Native, Asian, Black or African American, Hispanic or Latinx, Native Hawaiian or Other Pacific Islander
    • LGBTQIA: Lesbian, Gay, Bixsexual, Transgender, Queer, Intersex, Asexual
  • Majority owner of a U.S.-based business:
    • incorporated in the United States that sells products or services geared toward women in the food, beauty, personal care, or household product categories (“Business”);
    • that generates sales from at least around $250,000 and up to $1 million per calendar year;
    • that is in the growth stage and working to scale operations; and
    • that has a clear business plan and at least 30% margin.

The application process opens on April 2, 2021, and the deadline to apply is May 31, 2021 at 11:59 p.m. ET. There will be a second chance to apply beginning in September 2021.


Awards packages will be based on the needs and goals of each business and may include:

Video consultations with key representatives across Meredith, including business intelligence, research/insights, creative, and marketing experts.

Introductory meetings with editorial leads across print, digital, and social.

Media packages, including but not limited to advertising space, email newsletters, affiliate marketing, and video, customized to the needs of the individual business.

Application Essentials: What You’ll Need

  1. Name and contact info
  2. Details of majority owner(s), including confirming eligibility criteria
  3. Business details, including website/social handles/date of establishment/number of employees
  4. Business category (food, beauty, personal care, household product)
    1. Annual revenue and number of units sold (YoY for 2018-2020)
    2. Project revenue and number of units sold 2021
    3. Annual marketing budget
    4. Peak seasonality
    5. Product stock list
  1. Business description and goals
  2. Competitive situation and option to upload business plan, marketing or sales materials, press coverage
  3. Impact of COVID-19 on your growth plan
  1. Participate in a virtual/video interview with members of the Good Impressions team to discuss your business plan, ideas, show product, etc. (Interview will be recorded)
  2. Provide profit margin detail and detailed sales and marketing reports
  3. Complete and submit application for Meredith Credit Department process
  4. Submit any additional information needed for background check

Applications will be evaluated based on:

How your Business addresses a critical need in your category and how you distinguish yourself from competitors.

How your Business aspires to make your category more inclusive and how you intend to lead with purpose.

Your plan for growth and how this grant will help you achieve your goals.

Whether you clear all financial criteria and meet expectations for Business goals.

Finalists will be notified on or around 6/10/21 via email or telephone and will be asked to provide additional information, including Business financial statements, to further evaluate the application. Finalists will need to provide additional information requested within 10 business days of notification.