The 2025 Glossy Beauty & Wellness Awards recognize the companies transforming the beauty and wellness industries through design, product development, sustainability and more in innovative and emotionally resonant ways.
For instance, in the Best Sustainability Initiative category, Prada Beauty is a nominee for its global sustainability work, including its refillable skincare, makeup and fragrance systems. The luxury brand highlighted its commitment on World Refill Day 2025, anchored by a short film starring ambassador Emma Watson. Since adopting its refill-forward strategy, Prada Beauty has seen more than 70% of global product sales come from refillable items. Refill rates far surpass category norms, further proving that eco-conscious luxury can drive both cultural influence and measurable business impact.
Maybelline New York is among the finalists for Best Product Launch Campaign. With the launch of Colossal Bubble Mascara, Maybelline set out to revive the mascara category while re-energizing one of its most enduring franchises. The campaign targeted Gen Z through a creator-led strategy that addressed common lash frustrations with a direct problem-solution message, positioning the product as a bold, no-fuss innovation. Its TikTok Shop debut quickly went viral, becoming the top product on the platform and L’Oréal USA’s most successful launch there to date. Now in full distribution, Colossal Bubble Mascara continues its rapid ascent, generating more than $14 million in 18 weeks and averaging more than $786,000 in weekly sales.
In the Best Custom Beauty Brand category, nominees include haircare and skincare brand Prose. Over the past year, Prose strengthened its market position through a brand refresh, its first linear TV campaign and the debut of Singular, the AI platform driving personalization and made-to-order manufacturing at scale. Singular has pushed the company to nearly half a billion dollars in lifetime revenue while enabling more sustainable production through reduced waste and high automation rates. These advancements contributed to a strong fiscal year, including 29% growth, breakeven profitability ahead of schedule and category expansion across haircare, skincare and supplements.
Stay tuned for the reveal of this year’s winners. In the meantime, check out the full shortlist below.
Beauty Brand of the Year
DERMAFLASH
Plexaderm
ONE/SIZE
Launch of DAISE Beauty: Gen Alpha Beauty & Personal Care
Olive & June
rhode
Beauty CEO of the Year – NEW
Chelsea Riggs, amika
Michelle Kluz, Stila Cosmetics
Rea Ann Silva, Beautyblender
Nicolas Travis, ALLIES OF SKIN
Sonika Malhotra, MAKE UP FOR EVER
Tarang Amin, e.l.f. Beauty
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Beauty Founder of the Year
Isabel Alysa, Dolce Glow
Elina Sofia Wang, Founder of ESW Beauty
Jaimee Lupton, MONDAY Haircare, Being, DAISE Beauty, Laura Polko Los Angeles, and True Bodycare
Richard Christiansen, Flamingo Estate
Charlotte Palermino & Joyce de Lemos, Dieux
Beauty Marketer of the Year
Brad Farrell, Beekman 1802
Ashley Banks, Iced Media
Lauren Ratner, rhode
Beauty Product of the Year – NEW
Forget The Filler Skin-Plumping Line-Smoothing Foundation
Divi’s Scalp Reset Shampoo
Launch of DAISE Beauty: Gen Alpha Beauty & Personal Care
TheraFace Depuffing Wand from Therabody
Neutrogena – Collagen Bank SPF
Dr. Idriss’ Barrier Baste Lip Basting Duo
Best Beauty Event
Byrdie Social Club 2025
INKEY -Only $22 NYC Facial-Exosome Hydro-Glow Complex Launch
MAKE UP FOR EVER : Artist Color Crayon
Sally Beauty: Rooted In Success
Ulta Beauty Debuts Ulta Beauty World & Redefines Experiences
Best Beauty Event x FINE’RY-VERSE LA: Scent Experience
Best Brand Collaboration
Boka x Grillo’s Pickles Cucumber Dill n-Ha Toothpaste
Dove x Crumbl
Joylux x Respin
KimChi Chic Beauty’s Collaboration With Caboodles
Scentbird x I Know What You Did Last Summer
Starface x Heaven by Marc Jacobs
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Best Brand or Sub-Brand Launch Campaign
Bliss Summer Superhero Campaign
Grimoire
MCoBeauty Presents Luxury For Everyone, Target Launch
Rodan + Fields – Love What You See Campaign Launch
Sun Bum – Trust The Bum Tour Campaign
Vaseline Glazed & Glisten Gel Oil Launch Campaign
Best Breakthrough Beauty Startup
Best Breakthrough Beauty Startup x Fine’ry’s Breakout Year
Best Breakthrough Beauty Startup: AppleDoll
GlossWire: Discover Beauty Everywhere
Habelo – Luxury Performance Skincare for Hands
ATHLETIC COSMETIC COMPANY
LUUM Precision Lash’s AI-Powered Innovation
Best Breakthrough Wellness Startup
Clöud Café Introduces & Elevates Hydrolyzed Collagen Drinks
bio.me — Breakthrough Startup in Gut Health
Aramore – The #1 NAD+ Boosting Skincare System
Best Category Launch
Glow Recipe
Goddess Maintenance Co. – Launch of BioTech Blowout™
Lisa Eldridge Pinpoint® Concealer Micro Correcting Pencil
Luna Bronze Self Tanning Jelly
POV Beauty
Sweet July Skin: Lip Treatment Launch
Best Custom Beauty Brand
Prose – The Global Leader in Customized Beauty
Lip Lab Color Customization
Best E-Commerce Experience
1r Agency x VIOLET GREY – Relaunch of VIOLETGREY.com
Best Multi-Platform Campaign
1r Agency x Maison Louis Marie – BFCM Peaks to Lasting Value
Dove Whole Body Deodorant Hot Seats
MAC Cosmetics – I Only Wear M·A·C Nudes
SAYN – Carroten TikTok Shop Multi-Platform Activation
Stella Rising & jane iredale – Skintuition Launch
Dove Sports reIllustrated
Best Product Launch Campaign
Launch of Peach & Lily MiniProtein Exosome Bioactive Ampoule
MAC Cosmetics – I Only Wear M·A·C New Nudes
Made By Dentists–Launch of Sonic X Electric Toothbrush
Maybelline New York Colossal Bubble Mascara Launch
Stella Rising & Laneige – Launch of Glaze Craze
TheraFace Depuffing Wand Indigo Lunch by Therabody
Best Sustainability Initiative
COCOLAB
Prada Beauty
Small Wonder
SURI—reimagining recycling in the oral wellness space
The $6 Nimbi Dermaplaner Dominating Shavecare at Target
Rahua Surpasses 1 Million Acres of Rainforest Preservation
Best TikTok Shop Activation
Iced Media and Moroccanoil – Smells Like a Winner
Peter Thomas Roth – Instant FIRMx Eye Temporary Eye Tightener Easy-Wear Formula Launch
Stila’s Liqua-Play Eyeshadow
SAYN – Carroten TikTok Shop Multi-Platform Activation
Best Use of Emerging Technology
Aura Reality – Next Gen 3D Aesthetics Imaging & AI Analysis
FENTY BEAUTY – 1st Concept Store Launch in China
GlossWire
Too Faced Ribbon Wrapped Lash Mascara AI Powered Campaign
YA-MAN USA – Cordless Volume + Smooth
RoC Skincare & Revieve — Unlocking Skin’s True Age with AI
Best Use of Technology
Best Use of Technology – Helight Sleep
CryoGlow™ iQLED LED Face Mask & Under Eye Cooling
Glo2Facial with RF Pro by Geneo
JetBoots PRO Plus by Therabody
Qure Filter Family – Shower Filter and Faucet Filter
OPI GELevate™
Best Use of TikTok
Give Gloss x Paige DeSorbo
Evereden
SACHEU Beauty
Rael
Best Wellness Category Launch – NEW
Atelier Medica by Clementine Sleepwear
Timebeam Beauty
Hey Sweet Cheeks Upends Binary Sexual Wellness Aisle
Launch of OLLY Mood + Skin
UNI
Arrae – Launch of Tone Creatine Body Composition Gummies
Clean Beauty Brand of the Year
Ember Wellness
Irene Forte Skincare
Acure Beauty
No Makeup Makeup
Saie: Climate Initiative and Pledge
Nocturnal Skincare: Elevating Clean Into Luxury
Fragrance Brand of the Year
PHLUR
NOYZ
Dossier
Skylar – Clean Beauty Scent Innovation
Prada Beauty
Fine’ry’s Bold New Era
Hair-Care Brand of the Year
Highbrow Hippie Haircare & Wellness
Tangle Teezer
OLAPLEX
Goddess Maintenance Co. – Launch of BioTech Blowout™
Kitsch
Arey – Clinically Proven Grey Hair Innovation
Inclusive Brand of the Year
Irresistible Me
Cleanlogic
Santu
Camille Rose
MAKE UP FOR EVER
PATTERN Beauty
Lip Brand of the Year
Wonderskin
MAC Cosmetics
Huda Beauty Lip Contour Stain
MAKE UP FOR EVER
Burt’s Bees
Poppy & Pout
Makeup Brand of the Year
DIBS
Prime Prometics
Huda Beauty
Patrick Ta Beauty
Prada Beauty
MAKE UP FOR EVER
Men’s Beauty Brand of the Year
Loved01
ENHANSE
Dove Men+Care
ATWATER
Grimoire
Fine’ry
Most Engaged Brand Community
Charlotte Palermino & Joyce de Lemos- Launch of Glossy.co
CLEARSTEM
Glow Recipe
Legendairy Milk
MAC Cosmetics Gets Personal With Nudes Campaign
DIBS Beauty Drives Retail with Real-World Connection
Short Form Beauty Video of the Year
Add Some Magic by Therabody
Highbrow Hippie Haircare & Wellness
No Makeup Makeup
Martha Stewart for MAC Cosmetics: I Only Wear MAC Campaign
Skin-Care Brand of the Year
Emma Lewisham
EltaMD
Eighth Day
Glowbar
Uni
CeraVe
Supplement Brand of the Year – NEW
Cymbiotika
Arrae
Inner Glow Vitamins-Meet your sunscreens best Friend
AG1
Barrière, Wearable Vitamin Patches
O Positiv Health
Wellness Brand of the Year
Just Ingredients – Real Ingredients. Better Health.
Sakara
HUM Nutrition Inc.
Courtney Yeager, Founder & Lead Creative of The Tox
Rebalance Health – mellomints™ + DREAM Melatonin-Free
Qure Skincare
Therabody
Wellness CEO of the Year – NEW
Sadie Lincoln, barre3
Melissa Palmer, OSEA
Kat Cole, AG1
Alexandra Fine, Dame
Wellness Community of the Year – NEW
Sakara
Beekman 1802 – The Kindness Krew
Wellness Founder of the Year – NEW
Courtney Yeager, The Tox
Dee Seymour, pH-D Feminine Health
Lauren Berlingeri + Katie Kaps, HigherDOSE
Jenefer Palmer, OSEA
Yanghee Paik, Rael
Cindy Eckert, Sprout Pharmaceuticals
Wellness Innovation of the Year – NEW
HigherDOSE, Microcurrent Body Sculptor
Calocurb – GLP-1 activator
LYMA Life Ltd. – US Launch of Laser PRO
Sakara Night Service
UNI
Teal Health
Wellness Marketer of the Year – NEW
Intern to Integral: Glowbar Marketer Leads National Growth
Wellness Product of the Year – NEW
Cure Hydration Electrolyte Drink Mix
Mimikai Mosquito & Tick Bug Spray
UMM Skincare – Restoring Rituals, Leading the Revolution
Rael Organic Cotton Pads
Echo Flask Smart Hydrogen Water Bottle
Anya – The Modern Postpartum Recovery Solution
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