PERSON OF THE YEAR

Kecia Steelman, President + CEO, Ulta Beauty

Every year, one person becomes shorthand for what beauty and wellness got right. Not the loudest voice in the room, necessarily—but the one whose decisions, vision, and leadership moved the industry forward.

COMPANY OF THE YEAR

L’Oréal Groupe

Recognizes the organization that made the boldest, smartest, most consequential bets, backing them up with results. A company that didn't just have a strong year; they set the tone for how the industry thinks about performance.

Retailer of the Year

Mecca

Operator who understands something the algorithms don't: Curation is a point of view, not just an assortment strategy. Through innovative store design, brand partnerships, and customer experience, they have reshaped the retail landscape.

AGENCY

Best Creative Agency

Antonym

Baron & Baron

Creme Collective

Free The Birds

Orchidea Agency

Best Social Media + Influencer Agency

Collectively

Marigold Influence

MB Social

OGAKI

Pattern

Best Marketing Agency

BrownGirlMarketing

Market Defense

Navigo Marketing

Stella Rising

Best Digital Agency

1r Agency

Iced Media

Phidel Digital Agency

Stella Rising

Vaan

Best Public Relations Agency

1Milk2Sugars

Beach House PR

Foundation

Innovative PR

JGroup

DESIGN

Best Sustainable Packaging Design (Brands)

KraveBeauty

RICEDIT

Saie

TEAM DR JOSEPH

Best Ad Campaign

Booksy [ Icons of Dallas ]

Free The Birds [ Back For Good - The Body Shop ]

Maison Louis Marie [ The Holiday Event ]

Schwarzkopf Professional [ Lindsay Lohan ]

View Imaging [ The Balance Mode - Laneige ]

Best Spatial Design

BORNTOSTANDOUT

Costa Brazil

Flore

Front Row [ Sol de Janiero ]

Yepoda

Best Brand Identity

Bartlett Brands [ Yes Day ]

Bartlett Brands [ Timebeam ]

BORNTOSTANDOUT

Flamingo Estate

POV Beauty

Best Product Packaging Design (Brands)

Bartlett Brands [ Yes Day ]

Fel Beauty [ Kissylips Cushy Shine Lip + Cheek Balm ]

JMD [ Clean Beauty Collective Hair + Body Perfume Mists ]

Odele [ Hair + Body Mist ]

Eilish Fragrances [ Parlux x Eilish Fragrances ]

IMPACT

Best Impact Initiative

amika [ Forested Partnership ]

Cleanlogic [ Purchase to Employ ]

Furtuna Skin [ La Furtuna Estate ]

Maybelline New York [ Brave Together ]

Rose Code [ Code for Change ]

Best Supply Side Impact Initiative

L'Oreal Dermatological Beauty [ Sun Responsibly ]

Best Sustainability Breakthrough

DSM-Firmenich [ Alpaflor Neurosooth ]

DSM-Firmenich [ Glycare SK Renew ]

LORE [ Biodiversity Program ]

Mustela [ Avocado Perseose ]

SURI [ Recycled Soap Dish ]

INNOVATION

Best Breakthrough Technology (Omnichannel)

Dermalogica [ Face Mapping AI ]

Haut.AI [ Face Analysis 3.0 ]

Navigo Marketing [ Navi ]

Renude [ AI Skin Advisor ]

Revieve [ AI Beauty Discovery Connect ]

Best Breakthrough Beauty Brand

Fulton & Roark

Hairification

INSTYTUTUM

Nakery Beauty

Olive & June

Best Packaging Innovation

Club Kuma

FusionPKG

Nuon Medical

Best Use of Technology (Brands)

Boldpurity [ Dual-Encapsulated PDRN PlatformBioengineered Submicron Spicule System ]

La Biosthétique [ IQONIC.AI's hair and scalp analysis tool ]

MDalgorithms [ Nuvane ]

Qure [ The Q-Renew LLLT Helmet ]

SWAN Beauty [ Beauty Mirror ]

Best Breakthrough Technology (Supply Side)

GlowSense [ One-Pot Process (OPP Method) ]

Osmo [ Olfactory Intelligence ]

Best Breakthrough Technology (Ingredient)

ALGAKTIV [ Rubinity ]

DSM-Firmenich [ Exovive Lift ]

DSM-Firmenich [ Parsol Shield ]

Mibelle Biochemistry [ SenoCellTec ]

Hypothesis [ TPZ-01 ]

Best Breakthrough Wellness Brand

BodyGuardz

BonWellness

Clöud Café

NEOM Wellbeing

TEAM DR JOSEPH

PRODUCT

Best Breakthrough Bodycare (Moisturizer)

Burt's Bees [ Boosted Body Whipped Butter ]

Dewsy [ Down Deep Body Lotion ]

Elemis [ Pro-Collagen Marine Body Cream ]

Herbivore Botanicals [ NOVA Turmeric + Vitamin C Body Oil ]

Maesa [ Ontu Your Hands & Heels Miracle Moisturizing Treatment]

Best Breakthrough Bodycare (Treatment)

Herbivore Botanicals [ Bakuchiol Retinol-Alternative Hand Cream ]

Herbivore Botanicals [ Bakuchiol Retinol Alternative Body Serum ]

MAËLYS [ GET-UP Daily Toning Body Milk ]

Oak Essentials [ Dew Body Butter ]

Onyx Professional [ Pedi Please Quick Peeling Foot Mask ]

Best Breakthrough Bodycare (Wash/Scrub)

Elemis [ Pro-Collagen Body Balm ]

Gently Radiant Skin [ SheaX Organic Honey Bar Soap - Fragrance Free ]

Hume Supernatural [ Body Wash ]

Joonbyrd [ Big Time - Longevity Body Wash ]

Tula Skincare [ So Polished Body Scrub ]

Best Breakthrough Color Cosmetics (Complexion)

Beauty Creations Cosmetics [ Kiss Me Liquid Gel Tint ]

Ciele Cosmetics [ flush & PROTECT SPF 45+ ]

Fièra Cosmetics [ All-in-Wonder Concealer + Foundation ]

Morphe [ Cheek Thrills Multi-Finish Face Trio ]

Prada Beauty [ Touch Blush ]

Best Breakthrough Color Cosmetics (Eye/Brow)

Beauty Creations Cosmetics [ Duet Gel Tint + Brow Pencil ]

Covergirl [ Eye Enhancer Wrap Tubing Mascara ]

Essence [ Lash Without Limits Tubing ]

Lancome [ Lash Idôle Curl Goddess Mascara ]

Patrick Ta Beauty [ Major Dimensions Artistry Eyeshadow Palette ]

Best Breakthrough Color Cosmetics (Lip)

Charlotte Tilbury [ Pillow Talk Blush Balm Lip Tint ]

Huda Beauty [ Contour Lip Stain ]

Haus Labs [ Atomic Shake Lip Lacquer ]

Kaja Beauty [ Juicy Glass Plumping Lip Gloss ]

MAED [ Duet Lip Pencil ]

Best Breakthrough Color Cosmetics (Nail)

Aprés Nails [ Bare Gel-X ]

Aprés Nails [ Prismatic Gel Couleur Collection ]

Butter London [ Pure Colour 21X Nail Lacquer ]

Zoya [ Pure Perfection System Kit ]

Zoya [ Perfector Plus Opals ]

Best Breakthrough Color Cosmetics (Palette)

Huda Beauty [ Blush Filter Blurring Blushlighters Palette ]

Laura Geller Beauty [ Best of the Best Cream Full Face Basics Palette ]

Makeup By Mario [ Ethereal Eyes Eyeshadow Palette: The Original ]

Morphe [ ChromaPlus 12-Pan Eyeshadow Palette ]

Best Breakthrough Color Cosmetics (Tool)

Anisa Beauty [ Dual-Ended Pinnacle Brush ]

Rose and Ben [ C42 Foundation Brush ]

Rose and Ben [ C44 Targeted Detail Brush ]

Best Breakthrough Haircare (Accessory/Tool)

Blissy [ Bonnet ]

Goody [ ComfortFlex Elastics ]

Paul Mitchell [ Neuro Dry+ Folding Professional Dual Voltage Hair Dryer ]

Philocaly [ Seamless Clip - Ins ]

Vero Lineage [ Lift Hair Roller And Clip Set ]

Best Breakthrough Haircare (Styling)

Innersense Organic Beauty [ Repair Mask ]

Paul Mitchell [ Paul Mitchell 15-in-1 Mask ]

Milk_Shake [ Everlasting Bonds Mask ]

NAK Hair [ K.REVIVE Peptide Leave-In Power Mask ]

Rizos Curl [ Gloss + Repair Mask ]

Best Breakthrough Haircare (TREATMENT)

African Pride [ Moisture Miracle Curl Defining Gel N Cream ]

Innersense Organic Beauty [ Air Dry Styling Cream ]

JVN Hair [ Essential Dry Shampoo ]

Milk_Shake [ Everlasting Bonds Leave-in Treatment ]

NAK Hair [ Blowout Smooth Mist ]

Best Breakthrough Haircare (Shampoo)

ACTIIV [ Remedy Dandruff Shampoo Treatment ]

Divi [ Scalp Reset Shampoo ]

Hairitage by Mindy [ Moisturizing Shampoo - Whipped Vanilla Créme ]

KilgourMD [ Shampoo ]

Milk_Shake [ Everlasting Bonds Shampoo ]

Best Breakthrough Haircare (Conditioner)

Goddess Maintenance Co. [ BioTech Blowout Conditioner ]

Hairitage by Mindy [ Moisturizing Conditioner - Whipped Vanilla Créme ]

L'Oreal Paris [ EverPure Iron Sleek Conditioner ]

Milk_Shake [ Everlasting Bonds Conditioner ]

Virtue Labs [ Strength & Shield Leave-in Conditioner ]

Best Breakthrough Hybrid Product

BiotechBeauty [ BiomeBronze Skin Barrier-Repairing Cream Bronzer ]

Rose Code [ Blueprint Rx Gum Health Infusion ]

Three Warriors [ Hydrabronze Drops ]

Modernica Naturalis[ Firm-Focus Neck Mask ]

Yepoda [ The Skinject Effect ]

Best Breakthrough Wellness (Food + Beverage)

Alice Mushrooms [ Party Trick ]

Shaklee [ Sparkling Protein ]

Unjunkd [ Freeze-dried coconut yogurt snacks ]

Best Breakthrough Home Fragrance

NEOM Wellbeing [ Reed Diffusers ]

Best Breakthrough Wellness (Topicals)

Bushbalm [ Ingrown Hair Oil in Vanilla Tangerine ]

Colorescience [ Barrier Pro Serum Spray ]

Hygiene Hero [ Vipstick Serum ]

Mimikai [ Mimikai ]

Hypothesis [ Eczema Precision Hydrogel ]

Best Breakthrough Wellness (Tool)

Celluma Light Therapy [ Mystique ]

Dyson [ HushJet Mini Cool Fan ]

Joylux [ vFit Rose Gold Device ]

LELO [ Boomerang ]

Onyx Professional [ Pedi Polisher 2-in-1 Nano Glass Exfoliator ]

Best Breakthrough Youth Product

Daise Beauty [ Lip Balm Phone Pod ]

Evereden [ Kids Cooling Mineral Sunstick SPF30 ]

Fairy Tales Hair Care [ Curl Cream ]

Prereq Care [ Reset Mode Deo Multi-Mist ]

Sincerely Yours [ So Soft Daily Moisturizer ]

Best Breakthrough Skincare (Scrub/Cleanser)

Delavie Sciences [ layerOne Clarifying Enzyme Cleanser ]

Le Prunier [ Plum Cleanse ]

More Than Nine [ Take a Sec Cleanser ]

Tula Skincare [ The Rich Rinse Cream Cleanser ]

VIC Cotton Company [ Cloth ]

Best Breakthrough Skincare (Lip)

Alchimie Forever [ Peptide Lip Booster ]

Burt's Bees [ Lip Butter ]

Gisou [ Honey Glaze Collagen Therapy Lip Mask ]

Neutrogena [ Collagen Bank Lip Plumping Treatment, Vanilla ]

RoC Skincare [ Derm Correxion Lip Volumizer ]

Best Breakthrough Men's Product

Caldera + Lab [ The Great ]

Enhanse [ Super Moisture Firming Serum + Moisturizer Spray Gel ]

Kint Cosmetics [ Flip Pencil ]

Musely [ The Hair Topical Solution - Modern ]

Papatui [ Acne Fighting Body Spray ]

Best Breakthrough Suncare

Dr. Jart+ [ Every Sun Day Ultra-Sheer Priming Sunscreen Stick ]

Epicutis [ Lipid Shield SPF 30 ]

Kiehl's [ Better Screen Miner-ALL UV Serum ]

Supergoop! [ Unseen Sunscreen SPF 50 ]

Timebeam Beauty [ Sunbeam Daily Mineral Sunscreen ]

Best Breakthrough Fragrance

Bohoboco Perfume [ Mango Yuzu Gasoline ]

NEST NEW YORK [ VOYAGES Cerulean Coast Eau de Parfum ]

Nishane [ Meant To Be Seen ]

Better World Fragrance [ Summer Mink Eau de Parfum ]

Tab + Chance [ Fridays with Tab + Chance Her and His Business]

Best Breakthrough Fragranced Product

BORNTOSTANDOUT [ Coffee Collection ]

L'AVANT Collective [ High Performing Laundry Detergent - Ambre Santal ]

NOYZ [ Mylk de Parfum ]

Phlur [ Honey Moon Eau de Parfum ]

Supersuite [ No Bad Shaves Ultra Smooth Shaving Gel in Caramel Temptress ]

Best Breakthrough Skincare (Treatment)

Experiment [ Continuum Multi-Clarifying Treatment ]

Hydrinity [ RetaXome Daily Retinal Hydrator ]

Lancer Skincare [ Gravity Dark Spot Correcting Serum ]

Skin Diligent [ CEL Retinal Serum ]

Synergie Skin [ PressPause ]

Best Breakthrough Skincare (Moisturizer)

Dieux [ Skin Mercy Recovery Cream ]

INMI Seoul [ Rice Barrier Cream ]

SickScience [ NetWork Rich Concentrated Serum ]

Superegg [ Soft Strength Rich Resilience Cream ]

Tatcha [ The Longevity Memory Cream ]

Best Breakthrough Skincare (Acne)

banu skin [ Sulfur Spot Treatment ]

Curology [ DayPrime Rx ]

Off We Glow [ Rush Hour Serum ]

Personal Day [ Personal Day Soft Slip Priming Milk ]

Rael [ Microcrystal Activated PM Serums ]

Best Breakthrough Skincare (Tool)

Bio-Therapeutic [ bt-sculpt GEN2 ]

Cleanlogic [ Infusions Cleansing Facial Buffers + Collagen ]

Dermaflash [ Cool ]

NuFACE [ Fix MicroWand ]

Therabody [ TheraFace Mask Glo ]

Best Breakthrough Skincare (Eye/Brow)

Beekman 1802 [ Milk RX Advanced Better Aging Dual Eye Treatments ]

CLM Beauty Lab [ 5 Minute Revolution Under-Eye Patches ]

iS Clinical [ GeneXC Firming Eye Gel ]

NakedBeauty MD [ BioPeptide Growth Factor Eye Therapy ]

numbuzin [ No.9 NAD+ Retinol Volumetox Eye Cream ]

Best Breakthrough Wellness (Supplements)

AG1 [ AG1 Next Gen ]

Biologica [ Midlife Essentials ]

Nutrafol [ Men's 50+ ]

Seed [ PM-02 Sleep + Restore ]

Verdoie [ Le Complément Alimentaire: Phytoceramide Skin Hydrator ]

Best Breakthrough Personal Care

Dove [ Clinical + Care Cool Essentials Invisible Solid Antiperspirant ]

Drowsy Sleep Co. [ Silk Sleep Mask - Cocoa Glow ]

Laifen [ Wave Pro ]

Onyx Professional [ Sole Soother Massaging Foot Cream ]

Slate Fosser [ Pro Electric Flosser ]

Best Product Collaboration

Alice Mushrooms [ Alice Mushrooms x Pleasing ]

Bubble Skincare [ Bubble Skincare x poppi ]

Goodwipes [ Goodwipes x Olipop - Peaches & Cream Flushable Wipes ]

Maude [ Maude x "Wuthering Heights" Come Undone Kit ]

Scentbird + Drift x John Wick [ Scentbird x John Wick Eau de Parfum and Drift x John Wick Car Air Freshener ]

SOLUTION PROVIDERS

Best Packaging Supplier

A Packaging Group

ATIU SRL

FusionPKG

Best Business Service Provider

Beauty Barrage

Breakthru Beauty

Creme Collective

Navigo Marketing

Prestige Testing Agency

Best Ingredient Supplier

DSM-Firmenich

Best Logistics Solution

Capacity

Market Defense

Pattern

PIMS New York

Veho

Best Contract Manufacturing

Capsum

Goodkind Co

Health Focus Manufacturers

Solésence

Twincraft Custom

Best Technology Solution Provider

Haut.AI

Puntt AI

Renude

The Good Face Project

YASO

MARKETING

Best Use of Social Media

Boldify

Emi Jay

Iced Media [ Kristin Ess ]

Moonbow

Space NK

Best Loyalty Program

Sephora

Best Virtual Activation

Cosnova [ Kingdom of essentia: Sunshine Shores 2025 ]

Best Performance Marketing Campaign

Haus Labs

Iced Media [ Rael: Tiny Spikes, Giant Results ]

Lumē [ Lumē Deordorant Real Reviews ]

Space NK

Stella Rising [ jane iredale ]

Best Content Activation

Garnier USA

Fine'ry

Laura Geller Beauty

SARELLY

Stella Rising [ Laneige ]

Best Community Engagement

MB Social

Parlux x Elish Fragrances [ Eilish Fragrances ]

Patrick Ta Beauty

VIC Cotton Company [ Ida Impact Fund for leukemia research ]

Best Product Launch Campaign

1r Agency [ Maison Louis Marie – No.15 Vanille Infinie ]

Beekman 1802 [ Magnesium Milk - CPR Campaign ]

Laura Geller Beauty [ Baked Gelato Ft. Debi Mazar ]

Scentbird [ Scentbird x Twilight Eau de Parfum ]

Vacation [ Vacation x Pepsi Wild Cherry SPF 30 Tinted Lip Gel ]

Best Influencer Campaign

Agency Guacamole [ Matrix Super Sync Squad ]

Beekman 1802 [ Lipstick Lesbians ]

Cure Media [ La Roche-Posay ]

Iced Media [ Rael ]

Thinksun [ Taylen Biggs ]

Best Event

Agency Guacamole [ Redken x Grammy Awards ]

Kylie Cosmetics

Rhode

Sally Beauty [ COLORfest ]

Space NK [ Beyond the Bottle ]

Best New Category Launch

Alice Mushrooms [ Party Trick ]

DHC [ Foaming Mesh ]

No Makeup Makeup [ No Fragrance Fragrance ]

Rhode [ Caffeine Reset ]

Summer Fridays [ Sunlit Vanilla Eau de Parfum ]

Best Strategic Collaboration

HAVAS Red [ Opill x Chillhouse ]

Joya [ Joya x Brooklyn Museum ]

Merit [ Merit x Brandon Maxwell ]

RŌZ [ RŌZ x Lily Collins ]

Stella Rising [ Stella Rising x No Makeup Makeup ]

RETAIL

Best Amazon Storefront

Envision Horizons [ RMS Beauty ]

Front Row [ NUFACE ]

Market Defense [ Slip ]

Podean [ e.l.f. ]

SAYN [ Aesop ]

Best Service Concept

Le Clinique Esthetic & Spa

Rare Beauty Brands [ Kate Somerville Melrose Skin Clinic ]

Best Retail Activation

La Biosthétique [ La Biosthétique x IQONIC.AI ]

Rare Beauty Brands, Inc. [ Patchology x SpaceNK ]

Space NK

Best Indie Retailer

213Deli

GlossWire

Living Beauty

Wren & Wild

Best Pop-Up

Ancient + Brave [ Live Bravely ]

Dr. Dennis Gross Skincare [ The Alpha Beta Peel 2-Minute Clinic ]

ELEMIS [ The New Face of Bodycare pop-up ]

OUAI [ BRB Shower ]

Summer Fridays [ The Sun Room ]

Best TikTok Shop

Front Row

Laura Geller Beauty

Pattern [ CeraVe ]

SAYN [ Carroten ]

Simply Mandys

STUDENTS

Emerging Marketer

Ogechi Onyeukwu

Ria-Jasmine Ladva

Emerging Science Innovator

AJ Addae

Alara Kilic

Amari Ford

Brianna Navarro

Elysa Loraine Lebig

Future Founder

Jackie Maciuszek

Kyli Corder

Saumya

Tinley Peters

Veronica DeMornay-O'Neal