A fourth-year Mount Royal University journalism and digital media student was recently crowned one of JMH’s LaunchPad Pitch Competition winners.
Janine de Castro earned top recognition at the annual entrepreneurship event that helps student entrepreneurs launch their businesses.
de Castro won $10,000 to help expand her fragrance business. She was the only student to be awarded an additional $15,000 to help market her new business.
Video: Watch the 2026 JMH LaunchPad Pitch competition
“I feel a little bit overwhelmed with all the opportunities that have come my way, but in the best way possible,” said de Castro.
De Castro’s venture, Echelon Fragrances, captured attention for its fresh approach to creating wearable, everyday perfumes shaped by direct customer feedback.
Started in 2013, the JMH LaunchPad Pitch Competition puts the spotlight on MRU’s rising entrepreneurs, offering $70,000 in prizes.
Echelon Fragrances, says de Castro, is all about creating clean, everyday scents that fit into real life.
By actively listening to what people want throughout the process, the brand creates perfumes that feel personal without being overly complicated.
De Castro says she’ll use the competition money to grow her new company and increase its brand identity.
