ÉDITAIRES PRESENTS

The 2025 Icons Beauty Awards

Welcome to The Icons 2025, our first annual celebration of the formulas, textures, and innovations shaping the future of beauty. These awards recognize the products that genuinely resonate with our community. They are the skincare staples that create ritual, the makeup essentials that inspire confidence, the fragrances that transport, and the hair and bodycare favorites that elevate daily routines.

Every winner featured here has been selected with intention. Over the past year we reviewed submissions from brands of every size. We studied formulas, finishes, and efficacy. We considered sensorial experience and creative impact. Most importantly, we chose the products that moved our editors and captivated our readers. Below you will find the official winners of The 2025 Icons Beauty Awards. Each product represents quality, creativity, and meaningful innovation. Together they tell the story of a beauty landscape that is more thoughtful, more expressive, and more inclusive than ever.


SKINCARE

  • Best Oil Cleanser

    EVE LOM Cleansing Oil

    This rose to the top after months of testing after delivering a level of ease and refinement that few formulas achieved. The texture feels almost weightless as it melts makeup instantly and moves across the skin with a smooth effortless glide. It rinses clean without any hint of residue and leaves the complexion soft balanced and comfortable. We kept returning to it throughout the year which says more than any claim ever could.

  • Best Cream Cleanser

    Vintner's Daughter Active Renewal Cleanser™

    This rose to the top after extensive testing and turned a simple cleanse into a moment that felt genuinely special. The texture was richly comforting and created a sense of calm the instant it touched the skin. The scent was absolutely divine and felt softly spa like in a way that made each application feel like a treat. It glided beautifully rinsed away with complete ease and left no film at all. The skin felt nourished plump refreshed and perfectly clean.

  • Best Gel Cleanser

    Allies of Skin Molecular Silk Amino Hydrating Cleanser

    This was the gel cleanser we kept reaching for throughout the year and it quickly proved why it belonged in our routine. The texture felt unusually rich for a gel which made every use feel like a treat. There was something special about the way it cushioned the skin and delivered a sense of care with every rinse. Packed with amino acids and thoughtful ingredients it cleaned thoroughly without ever stripping leaving the skin fresh comfortable and perfectly balanced.

  • Best Hydrating Facial Toner

    House of Dohwa Rice Makgeolli Toner

    This toner earned a truly special place in our hearts by offering balance few others achieved. Impeccably lightweight yet deeply nourishing it applied effortlessly onto the skin and left no burden behind. From the first few uses it delivered a visibly plumper brighter complexion and a glow that felt real not artificial. With each application the skin drank it in and looked refreshed revitalised and perfectly primed for what comes next.

  • Best Exfoliating Facial Toner

    Biologique Recherche Lotion P50T

    This impressed us from the first week of use and kept delivering across all skin types. We saw visible results quickly and what made the real difference was that there was no alarming reaction when others gave the skin flare-ups. This formula balanced exfoliation with care so the complexion felt more refined, clearer and calm. It never felt harsh or stripping and yet the texture appeared smoother, brighter and utterly resilient.

  • Best Vitamin C Serum

    YSE Beauty Morning Cocktail Vitamin C Serum

    The moment we applied it we noticed something different, its silky milky texture spread effortlessly across the skin and left an instant sense of hydration and plumpness. Within days the complexion looked brighter, smoother and alive with a soft glow. Anchored by three forms of vitamin C alongside niacinamide, hyaluronic acid and squalane it offered serious results without any heaviness. It felt like a thoughtful treatment rather than a simple serum and reminded us why this formula earned its acclaim.

  • Best Retinol Treatment

    Allies of Skin 0.1% Retinal & Peptides Advanced Repair Night Cream

    The cushiony cream texture felt like a soothing nightly ritual rather than a potent treatment. We experienced visible smoothing and renewed clarity without any peeling or irritation, likely thanks to the time-released encapsulated retinal and the peptide, ceramide and amino-acid complex designed for barrier support. The formula refined fine lines, evened tone and calmed the skin while still delivering powerful results. It earned our full trust through consistent performance and comfort.

  • Best Hydrating Serum

    Furtuna Skin Porte Per La Vitalita Face & Eyes Serum

    This serum gave our skin that moment of pure replenishment it had been waiting for all year. The texture felt sleek and lightweight yet profoundly hydrating and nourishing the moment it made contact. Powered by wild-foraged botanicals and hyaluronic acid it visibly boosted suppleness and comfort while shielding from dehydration and daily stress. We found the glow it delivered to be effortless and enduring which is exactly why it earned this recognition.

  • Best Face Oil

    Vintner's Daughter Active Botanical Serum

    What else is there to say about this face oil that hasn’t already been said? It quickly became a locked-in favourite in our lineup for good reason. Its texture feels rich yet refined and the moment it meets the skin you sense the nourishment and care built into each drop. Far from greasy it settles beautifully and delivers an ultra-moisturising surge that the skin almost seems to crave. The blend of 22 nutrient-dense whole botanicals, infused via the brand’s 21-day Phyto Radiance process, supports brightening, barrier-strengthening and radiance in a way that looks as good as it feels.

  • Best Lightweight Cream

    Woods_Copenhagen Daily Hydra Cream

    We squeezed the tube to get every last bit out which says everything about how much we loved it. The texture felt like a rich gel cream that glided on with almost no effort and settled into the skin with quiet ease. It maintained moisture beautifully without ever feeling heavy and left the complexion nourished soft and perfectly balanced. Each use felt reassuring and special in a way only a truly well made cream can deliver.

  • Best Cream

    Augustinus Bader The Cream with TFC8®

    This was the cream that always felt like a true treatment every time it touched the skin. The texture settled in with comforting richness yet kept the complexion balanced nourished and visibly supported. There was a quiet sense of luxury in the way it performed that made its reputation feel entirely justified. With continued use the skin looked steady calm and beautifully revived which is exactly what we hope for from a cream of this calibre.

  • Best Rich Cream

    Sonsie Multi Moisture Cream

    This felt like an indulgent ritual rather than simply a cream. The mousse-rich texture carried a thick creamy consistency but glided on with surprising ease and absorbed almost seamlessly. Anchored by glycerin and hyaluronic acid the formula supported long-lasting hydration and skin barrier health. The skin felt deeply moisturized and comforted while remaining breathable and never heavy, a performance that made it stand out in a year of many contenders.

  • Best Tinted SPF

    MERIT The Uniform Tinted Mineral SPF 45

    This became our go to for daily coverage and protection. It was incredibly easy to apply and blended in with almost no effort at all. Throughout the day it wore with impressive consistency and never became oily or uneven. For oily prone skin it brought a balanced natural finish and for dry skin it softened into a gentle glow that never felt tight or lacking moisture. With its soft weightless texture and mineral protection it supported the skin while keeping it looking fresh calm and beautifully even.

  • Best Lip Balm

    Violette_Fr Balm Amour

    This lip balm felt instantly special from the very first swipe. The texture was the most buttery and comfortable we tried all year and it melted into the lips with a softness that felt almost soothing. The moisture lasted far longer than we expected and the lips stayed plush smooth and cared for without ever feeling heavy or waxy. Each use felt indulgent and restorative which is why it became our most trusted everyday essential.

  • Best Facial Device

    CurrentBody Skin LED Light Therapy Face Mask

    This device became one of the most impressive additions to our routine this year. The experience felt calm simple and surprisingly indulgent and the mask delivered a visible boost in clarity brightness and overall smoothness. The light therapy worked steadily and consistently and the skin looked more even and balanced with continued use. It fit comfortably stayed secure and made the treatment feel almost meditative which is why it became a weekly ritual we genuinely looked forward to.


MAKEUP

  • Best Light Coverage Foundation

    Lisa Eldridge Seamless Skin Enhancing Tint

    From the moment we tried it we knew this was something special. It is wonderfully easy to apply and blends effortlessly like second skin while offering just the right amount of light coverage. We noticed no uneven fading or oily patches by day’s end, just a fresh even finish that looked beautifully natural. It keeps the skin looking hydrated and comfortable all day long and never feels heavy or mask-like.

  • Best Medium Coverage Foundation

    Surratt Dew Drop Foundation

    From the first application it felt remarkably weightless, just 2-3 drops provided lovely medium coverage without ever feeling like foundation. The texture glided so effortlessly across the skin that you forgot you were wearing it. It blurred and evened tone beautifully while allowing your natural skin to shine through. At the end of the day the finish remained fresh and consistent without patching or oiliness, making it a true go-to for effortless perfection.

  • Best Concealer

    Fara Homidi Essential Face Compact

    This compact impressed us for its versatility and its beautifully natural finish. The formula looked ultra natural on the skin while offering coverage that stayed put throughout the entire day. We loved that you could tailor the look so easily. For lighter coverage a touch of the balm under the eyes softened everything and for fuller coverage the cream concealer and foundation formula delivered a smooth even finish. It blended effortlessly and always looked fresh.

  • Best Eyeliner

    Victoria Beckham Beauty Satin Kajal Eyeliner

    This eyeliner delivered the silky glide and saturated colour we hoped for in every test. The formula moved across the lash line with complete ease and blended softly before setting into a finish that stayed put all day. What made it even more special was the range of shades which felt incredibly versatile whether you wanted an everyday tone or something sparkly for a fun or more expressive look. Every stroke felt smooth refined and beautifully dependable.

  • Best Eyeshadow Palette

    Makeup by Mario Master Mattes® Eyeshadow Palette: The Neutrals

    This palette won us over for its simplicity and reliability. The shadows felt silky and smooth from the first swipe and they were incredibly easy to apply build and blend. Each shade moved across the lids with a soft even glide that made creating any look feel effortless whether subtle or dramatic. The tones worked harmoniously together and the wear remained consistent throughout the day which is exactly what we hope for in an everyday essential.

  • Best Single Eyeshadow

    CHANEL Ombre Essentielle Eyeshadow

    This single shadow captured everything we look for in a one and done eye product. The texture felt silky and smooth the moment it touched the skin and it blended with such ease that creating a polished look took only seconds. The pigment was refined and buildable with a soft radiance that looked elegant in any light. It wore beautifully throughout the day without creasing which made it an effortless staple in our makeup routine.

  • Best Cream Blush

    Ere Perez Carrot Colour Pot

    This cream blush gave a healthy fresh look to the cheeks that we could not replicate with anything else we tested this year. The formula melted seamlessly into the skin and created a soft natural flush that looked effortless and alive. It was easy to tap on with fingers and just as easy to build without streaking. The little pot made it wonderfully portable and every shade felt thoughtfully created and genuinely flattering.

  • Best Powder Blush

    Surratt Artistique Blush

    This powder blush delivers an almost uncanny blend of powder meet cream in the way it glides on and melts into the skin. Thanks to its Japanese slurry method it deposits ultra-fine pigments that diffuse seamlessly without any edges or patchiness. It feels incredibly soft to the touch and gives a finish that looks less like powder and more like a velvety creamy flush. Application becomes effortless and the cheeks look natural radiant and wonderfully blended.

  • Best Contour

    Westman Atelier Face Trace Contour Stick

    What is there to say about this contour formula that has not already been said elsewhere. It has become iconic for a reason. The creamy texture glided across the skin with complete ease and blended out seamlessly without any harsh lines. Sculpting felt simple natural and refined with a finish that stayed smooth throughout the day. It delivered soft believable dimension every time and became the product we trusted most for effortless definition.

  • Best Pressed Powder

    Saie Slip Tint™ Setting Powder

    This pressed powder defied expectations by not looking like powder on the skin at all. It preserved the natural texture and tone of the complexion rather than flattening it into matte uniformity. Application was effortless and the finish remained soft and luminous throughout the day. It gently set the look without drying it down or masking the skin’s vitality. We reached for it repeatedly because it kept skin looking real beautiful and subtly perfected.

  • Best Loose Powder

    Makeup by Mario SurrealSkin® Soft Blur Setting Powder

    This loose powder delivered a blurry soft focus finish that we could not find in anything else we tested this year. It set the complexion beautifully while keeping the skin looking smooth and naturally refined. The under eyes looked bright and crease free and the rest of the face stayed even and balanced without losing its freshness. Each application felt effortless and the effect held throughout the day which made it a clear favourite in our testing.

  • Best Cream Bronzer

    Kjaer Weis Cream Bronzer

    This cream bronzer became one of the most seamless and natural looking formulas we tried all year. The texture melted into the skin with ease and created a soft wash of warmth that looked truly believable rather than painted on. It blended effortlessly with fingers or a brush and moved with the skin throughout the day without shifting or patching. The finish stayed smooth balanced and sun kissed in the most refined way.

  • Best Powder Bronzer

    Fara Homidi Essential Bronzer

    This powder bronzer gave the most natural sun touched look we found all year. It felt and looked almost like a cream once it met the skin even though it was a powder which made the glide and blend feel incredibly smooth. The tone was perfectly neutral not orange and not cool giving a healthy bronze that looked like you had just returned from the beach. The finish was seamless fresh and beautifully believable.

  • Best Highlighter

    Victoria Beckham Reflect Highlighter Stick

    This highlighter created one of the most beautiful soft reflections we saw all year. The texture felt smooth and creamy on contact and melted into the skin as if it were part of it. The glow looked refined and elegant never glittery and it caught the light in a way that felt quietly luminous. Each application felt effortless and the finish stayed fresh and polished throughout the day making it a staple we returned to again and again.

  • Best Setting Spray

    Charlotte Tilbury Airbrush Flawless Setting Spray

    This setting spray became the one we relied on most for keeping makeup fresh without changing the look or texture of the skin. The mist felt weightless and settled instantly without tightness or shine. It helped everything stay in place with a smooth natural finish that lasted far longer than we expected. The complexion looked calm balanced and softly perfected throughout the day which is exactly why we kept reaching for it.

  • Best Brow Pencil

    MERIT Brow 1990 Eyebrow Pencil

    This brow pencil made shaping and defining feel almost effortless. We never felt like we overdid it with this formula. The texture struck the perfect balance between soft and firm so each stroke looked natural and precise without skipping or smudging. It created believable definition that enhanced the brows rather than overwhelming them and the shape held beautifully throughout the day. The shades felt thoughtfully tuned and the application always looked clean polished and quietly refined which is why it became the one we trusted most.

  • Best Brow Gel

    Surratt Expressioniste Brow Pomade

    This brow gel delivered the kind of control and refinement we search for every year but rarely find. The formula lifted shaped and defined each hair without stiffness and the hold stayed flexible and natural from morning to night. It added a structure that made the brows look fuller and more polished while still feeling completely weightless. Every application looked clean and intentional which is why it became an essential step in our routine.

  • Best Lipstick

    Lisa Eldridge Rouge Experience Lipstick

    This lipstick delivered a level of pigment comfort and polish that felt truly memorable. The formula glided on with a soft creamy ease and settled into a smooth even finish that looked beautifully defined without feeling heavy. The colour payoff was rich yet refined and it wore gracefully throughout the day with no dryness or patchiness. Each shade felt thoughtfully created and we especially loved that it is refillable which makes the experience feel even more elevated.

  • Best Lip Gloss

    Glossier Lip Glaze

    This gloss felt like the modern lip formula we spent the entire year searching for. Lip products have become increasingly buttery and comforting and this one captured that shift perfectly. The texture felt plush and smooth on the lips with a buttery slip that never turned sticky or heavy. The shine looked fresh and effortless and the wear stayed comfortable for hours. Every application felt soothing and refined.

  • Best Lip Liner

    Fara Homidi Smudge & Contour Lip Pencil

    This lip liner quickly became one of the most reliable in our routine. The formula lasted beautifully without fading or slipping which made shaping and defining feel effortless. Each shade felt modern and thoughtfully created with tones that enhanced the lips rather than overwhelming them. The texture moved smoothly across the skin without tugging and set into a clean refined finish that stayed put for long hours.

  • Best Mascara

    Lisa Eldridge Kitten Lash Mascara

    This mascara gave the most fluttery separated lashes we saw all year. The formula coated each lash with a soft even lift that never clumped or weighed anything down. The effect was beautifully pretty with lashes that looked defined elongated and naturally full. It wore comfortably throughout the day without smudging or flaking and every application felt effortless. It became the one we reached for whenever we wanted lashes that looked clean refined and quietly striking.


BODYCARE

  • Best Body Wash

    Salt & Stone Body Wash

    This body wash turned an everyday step into something noticeably more elevated. The thick gel texture felt lux the moment it touched the skin and each scent carried a carefully curated quality that made any option feel like the right one. It lathered beautifully without stripping and left the skin clean hydrated and softly refreshed.

  • Best Body Scrub

    Costa Brazil Body Scrub

    This body scrub struck the rare balance of being both gentle and genuinely effective. The grains felt soft enough for frequent use yet had just the right amount of polish to smooth the skin beautifully. It rinsed away cleanly without leaving an oily film and the skin felt perfectly hydrated comfortably soft and thoroughly refreshed. Each use felt calm and considered which made it one of the most enjoyable body care moments in our routine this year.

  • Best Body Lotion

    OSEA Undaria Algae™ Body Lotion

    This body lotion had one of the most beautifully balanced textures we tried this year. It was not too light and not too thick and it smoothed over the skin with a seamless glide that avoided the lathering effect many lotions have. Once absorbed the skin felt hydrated comfortable and softly moisturized without any heaviness.

  • Best Body Oil

    Costa Brazil Kaya Jungle Firming Oil

    This body oil felt like a quietly luxurious treat for the skin. The texture glided smoothly and absorbed with ease leaving the body comfortable nourished and softly healthy looking. We especially loved the unisex scent which felt fresh clean and timeless. This one stood out for its lightweight feel, its scent and its lasting moisture.

  • Best Body Spray

    Snif Spray Tan Body Mist

    This body mist felt like the most unique and clever scent we discovered this year. The spray tan inspired fragrance sounded playful at first but the wear proved beautifully refined and surprisingly seasonless. It settled onto the skin with a soft warmth that was never overpowering yet never faded too quickly either. The balance was perfect. We kept reaching for it throughout the year because it felt wearable distinctive and quietly addictive in a way few body scents achieve.

  • Best Body Tanner

    Tan-Luxe The Gradual Illuminating Tanning Lotion

    This self tanner gave one of the most natural and seamless results we saw all year. The lotion texture applied effortlessly and sank into the skin without streaks or patches making the entire experience calm and easy. The gradual colour built evenly into a soft believable glow that looked like real sun rather than a tint. It kept the skin moisturized throughout the day and became the one we trusted for a truly natural looking tan.

  • Best Face Tanner

    Sisley-Paris Self Tanning Hydrating Facial Skin Care

    This face tanner delivered one of the most believable glows we experienced this year. The texture felt smooth and hydrating on the skin and it applied with a calm ease that made the process feel almost like a treatment rather than a tanner. The colour developed evenly into a soft natural radiance that never looked flat or overly warm. The skin stayed moisturized comfortable and fresh which made it a steady favourite in our routines.

  • Best Hand Cream

    Maison Louis Marie Hand Crème

    This hand cream became an instant favourite for its ability to moisturize deeply without ever feeling greasy. The texture smoothed over the skin with a soft comforting slip and left the hands looking healthy nourished and beautifully cared for. The scents felt polished and calming and the formula absorbed quickly enough to use anytime. It never left our bags and it became the one we reached for every single day.


HAIRCARE

  • Best Shampoo

    Crown Affair The Hydrating Shampoo

    This shampoo delivered the kind of clean that felt both thorough and nurturing at the same time. The texture created a soft creamy lather that rinsed easily and left the hair feeling hydrated smooth and balanced from root to end. It never stripped or weighed anything down and the scent added a calm refined touch to the entire experience.

  • Best Conditioner

    epres Healthy Hair Conditioner

    This conditioner impressed us from the very first use. The texture looked and felt incredibly nourishing with a rich creamy slip that coated the hair in the most comforting way. It rinsed cleanly without heaviness and left the lengths soft hydrated and noticeably smoother. The formula supported the hair’s health with each wash and the results stayed consistent.

  • Best Hair Mask

    Oribe Gold Lust Transformative Masque

    This hair mask delivered one of the most transformative results we saw all year. The texture felt sumptuous and comforting the moment it touched the hair and it coated each strand with a nourishing richness that never felt heavy. After rinsing the hair looked smoother softer and visibly renewed with a healthy reflective sheen that lasted beyond a single wash. Each use felt like a true restorative ritual.

  • Best Styling Product

    JVN Complete Air Dry Cream

    This styling cream made air drying feel incredibly easy and consistently reliable. The texture smoothed through the hair with a soft creamy slip that added control without weight and helped waves and curls form naturally. It kept frizz calm and the hair looked polished hydrated and effortlessly styled with no crunch or stiffness. Each use felt simple and effective which is why it became a go to on days when we wanted beautiful hair with almost no effort.

  • Best Hair Oil

    Oribe Gold Lust Nourishing Hair Oil

    This hair oil delivered the kind of nourishment that felt instantly luxurious. The texture was silky and lightweight and it smoothed through the hair with complete ease without ever feeling greasy. Each use left the lengths softer shinier and beautifully conditioned with a healthy reflective finish that looked effortless. It kept frizz calm and added just the right amount of polish whether used on damp or dry hair.

  • Best Hair Serum

    David Mallett Hair Serum

    This hair serum felt like a quiet but powerful step that made a noticeable difference every time we used it. The texture was silky and lightweight and it smoothed through the hair with an ease that made styling feel instantly more polished. It softened the lengths reduced frizz and added a clean natural sheen without any heaviness. The hair looked healthier, calmer and more refined with each application.


FRAGRANCE

  • Best Fresh / Citrus Fragrance

    OUAI St. Barts Hair & Body Mist

    This fresh citrus scent captured the essence of summer even in the depths of the year. The lemon and sea salt notes felt energising, clean, and quietly uplifting whether used on hair or skin. The mist was light enough to wear daily, yet distinctive enough to feel like a thoughtful fragrance. It balanced bright freshness with a soft hint of sophistication, which is why it became the one we reached for whenever we wanted an instant lift.

  • Best Floral Fragrance

    Glossier You Fleur Eau de Parfum

    This floral fragrance carried a fresh and personal beauty that felt instantly inviting. The airy mineral salt opening, paired with notes of apricot, osmanthus, and ylang ylang, created a soft luminous glow that never felt forced. The warm musky ambrox base grounded everything in a way that felt smooth, modern, and quietly elegant. It sat close to the skin and drew consistent compliments for how naturally beautiful and effortless it smelled throughout the day.

  • Best Woody / Earthy Fragrance

    Costa Brazil Aroma Eau de Parfum

    This fragrance captured the essence of fresh earth and deep wood with a clarity and richness few others managed this year. The scent opens with crisp citrus and pink pepper, moves into nutmeg and myrrh, and settles into a warm base of cedarwood, vetiver and patchouli, evoking a dawn walk through the rainforest. The result feels grounded modern and effortlessly unique

  • Best Warm / Spicy Fragrance

    Aesop Above Us, Steorra Eau de Parfum

    This fragrance won us over instantly with its warm spicy character that felt both intriguing and incredibly wearable. The cardamom spark at the opening gave it a lively brightness, while the blend of frankincense, labdanum and vanilla settled into a smooth inviting warmth that lingered beautifully on the skin. It felt rich without being heavy and complex without feeling dramatic. We kept returning to it throughout the year, which says everything about how memorable it truly is.

  • Best Gourmand / Sweet Fragrance

    Snif Coco Shimmy Eau de Toilette

    This fragrance became one of our favourite sweet scents of the year. The coconut and pineapple notes gave it an instant warmth that felt playful and sunny without ever tipping into sugary territory. As it settled the soft hint of suntan lotion and the creamy tonka and sandalwood base made it feel smooth cozy and surprisingly sophisticated. It was joyful easy to wear and different from anything else we tried which is why we reached for it so often.

  • Best Limited Edition / Indie Fragrance

    Yves Saint Laurent Libre Vanille Couture Eau de Parfum

    We were drawn to this limited-edition launch for how confidently it put a fresh spin on a classic. The bottle shimmered with metallic gold and the scent paired bold vanilla caviar, rum accents and orange blossom in a way that felt elegant and unexpectedly warm. It managed to stand out without ever feeling forced or overly theatrical. The whole experience from packaging to aroma, felt carefully crafted.


BRAND & MARKETING

  • Best New Brand

    m.ph by Mary Phillips

    This new brand captured our attention from the very beginning with its thoughtful approach and high-performance formulas. Each product felt carefully considered and the vision behind it felt fresh and genuine. The textures were refined the results were real and the overall experience felt elevated yet accessible. For a brand that launched recently and yet delivered so consistently across its range it stood out as one of the most promising and reliable newcomers of the year.

  • Best Brand Marketing

    MERIT Beauty

    They approached marketing with quiet ambition and thoughtful precision. This year they launched their first tinted mineral SPF their anticipated one and done eyeshadows and Merit’s Signature Lip Liner each introduced through campaigns that felt controlled creative and unmistakably editorial. Their minimalist imagery curated pop ups and measured pace of releases strengthened the brand’s identity rather than adding noise. Every message felt intentional relevant and beautifully cohesive which is why their marketing stood out so clearly this year.

  • Best New Product Packaging

    Tilt Beauty

    Tilt Beauty brought something genuinely new to the world of packaging this year. Everything was designed to be beautiful but also incredibly easy to use with ergonomic shapes non slip textures and openings that felt intuitive from the first try. The details were thoughtful too with clear labels hyperlegible fonts and braille touchpoints that made every product feel more accessible. The packaging is refillable and recyclable and the overall experience felt modern clever and truly considerate which is why it stood out so clearly this year.

  • Best Brand Spokesperson or Ambassador

    Nicole Kidman for Clé de Peau Beauté

    Nicole Kidman brought a rare mix of warmth poise and true artistry to her role this year. Her presence for the brand felt effortless and authentic and the campaigns carried a quiet sophistication that matched her perfectly. She communicated luxury without distance and made the products feel both aspirational and deeply personal. The partnership felt natural from the start and her influence elevated every moment.

  • Best New Product Launch

    MERIT The Uniform™ Tinted Mineral Sunscreen SPF 45

    This launch felt decidedly modern, clever, and unmistakably refined. The campaign for their new tinted mineral sunscreen carried a strong editorial sensibility, with clean imagery, thoughtful content, and a purpose driven narrative. The rollout included curated pop-ups and social media teasers that built genuine anticipation rather than noise. It was not just about the formula, it was about a launch experience that felt considered, fresh, and distinct in every detail.

  • Best Unique Product

    Lisa Eldridge Beauty Pinpoint® Concealer

    What set this product apart was its sheer level of innovation. The idea came directly from a technique Lisa became famous for in her work on models and celebrities where she used the tiniest touches of concealer to perfect the skin without ever masking it. Translating that pinpoint method into an ultra fine micro pencil felt genuinely new. The tip allowed for targeted precision the kind that let you correct only what needed correcting and nothing more. The formula melted into the skin so seamlessly that the finish looked untouched yet perfected. It reimagined what concealer could be and showed how modern makeup can look.

  • Best Brand Art Direction

    Saie Beauty

    Saie Beauty redefined visual storytelling this year by blending minimalist elegance with playful intentionality. Their campaigns featured custom typography, soft lavender accents and editorial-style imagery that spoke as much to lifestyle as to product. Every touchpoint, from web visuals to packaging and social animations felt cohesive, confident and genuinely thoughtful. This kind of polished and purposeful art direction makes the brand a standout in design and identity for the year.

  • Best Unique Formula

    Victoria Beckham Beauty Colour Wash

    This formula felt unlike anything else we tried this year. The texture had a water light fluidity that behaved almost like skincare rather than traditional colour and it melted into the skin with a softness that looked completely natural. The flush developed gradually and settled into a long lasting tint that felt weightless and effortless. It offered a new way to wear colour one that felt modern fresh and quietly transformative.

  • Best Limited-Edition Product

    CHANEL Les 4 Ombres Boutons Eyeshadow Palettes

    This limited edition palette felt like a small collectible moment from the house. The shades were arranged with that signature CHANEL precision and the textures blended with an ease that made every look feel instantly polished. The colours struck the perfect balance between wearable and special, giving you something you genuinely wanted to reach for rather than simply admire. It felt thoughtfully crafted from the packaging to the pigment which is why it became one of our favourite limited edition releases of the year.