2025 CATEGORIES
Beauty Tool
Best New Beauty Tool or Device
This category is for new accessories, tools or brushes that can be used on the hair, skin or body. Including (but not limited to) make-up brushes, hair removal products, eyelash curlers and other beauty tools.
BODY CARE
Best New Body Care Product
This category is aimed towards highlighting the best new body moisturisers, hair removal, exfoliators, hand creams, foot creams, hand masks and foot masks.
Best New Bath and Shower Product
This category is for new bath and shower products aimed at the popular end of the market. Bath and Shower products can include (but are not limited to) bath and shower oils, washes, gels, soaps and beads.
Best New Nail Product
This category is for nail care launches, including nail polishes, accessories, treatments, nail & cuticle oils.
Best New Sun Care product
This category is for sun care products formulated for the face and/or body, such as sun protection, after-sun and self-tanning products.
FRAGRANCE
Best New Fragrance
This category is for all new fragrances (eau de parfums, eau de toilettes, parfums and elixirs), including niche, mid-premium, blockbuster, gender-marketed specific and genderless scents.
Best New Fragranced Beauty Product
This category encompasses fragranced beauty products, including (but not limited to) body oils, fragrance oils, balms, fragrance powders and scented moisturisers. Perfumes, such as eau de parfums, eau de toilettes, parfums and elixirs, should be entered in the Best New Fragrance.
HAIR CARE
Best New Hair and Scalp Product
This category includes new shampoos, conditioners, masks, scrubs or treatments in either wet or dry form specifically targeted to improving hair and scalp health. At-home hair colourants, toners and touch-up products will also be considered. Hair supplements should be entered in the Best New Wellness Product.
Best New Hair Prep or Styling Product
This category is for preparation of hair as well as topical styling products. This can include (but is not limited to) hair preparing shampoos, conditioners, styling sprays, gels and oils, as well as accessories for keeping hair styles in place.
MAKE UP
Best New Lip Product
This category is for new lip make-up products aimed at all sectors of the market. Entries can include (but are not limited to) lip colours, lip oils, lip liners, lipsticks, lip stains, lip balms and lip glosses.
Best New Eye or Brow Product
This category is for new eye make-up products. Entries can include (but are not limited to) mascara, eyeliners, eye shadows, glitters, brow liners, laminating kits and faux lashes aimed at all sectors of the market.
Best New Complexion Product
This category is for face make-up products, including (but not limited to) foundations, concealers, CC creams, highlighters, bronzers, primers, face powders and blushers.
NATURAL & ORGANIC
Best New Natural Beauty Product
This category is for a skin care, hair care, body care or make-up product, where a high percentage of ingredients are of natural origin. Please ensure that you provide a description that includes details about the natural origin of your ingredients. Entries without evidence of their organic certification will not be counted.
PROFESSIONAL BEAUTY
Best New Professional Product
This category is for new products or treatments which are distributed via spa, nail and hair salons. Products can target (but are not limited to) skin, body, tanning and nails, and these can also include in-treatment products or part of an at-home post-treatment prescription.
Best New Advanced Treatment
This category is for recognising outstanding spa or professional treatments, including (but not limited to) facial massage, advanced facials, body wraps, body massage, head and scalp services. These can also include a targeted massage, holistic therapy, aromatherapy, manicures, lash and brow treatments, in-salon hair colour treatments and curling/straightening treatments.
SKIN CARE
Best New Moisturiser
This category highlights the best new face moisturiser, including day and night creams, that have entered a new market in the past 12 months.
Best New Serum
This category highlights the best new serums that have entered a new market in the past 12 months.
Best New Eye Product
This category is specifically aimed at new eye care products, including (but not limited to) products that address dark circles, puffiness, fine lines and can be in the form of serums, gels, creams, oils, patches and masks.
Best New Cleanser
This category is for new cleansers. Products can include (but are not limited to) balms, oils, foams, skin care wipes, micellar waters, milks, gels and bars.
Best New Face Mask or Exfoliator
This category is specifically aimed at skin care treatments that take the form of a mask and/or exfoliators. Entries can include (but are not limited to) masks in the form of sheet, gel, cream, mud and clay. Exfoliators can include (but are not limited to) acids, scrubs, pre-loaded cotton rounds, tonics, toners, powders and serums.
WELLNESS
Best New Wellness Product
This category is for wellness products and supplements that aim to improve consumer wellbeing, such as (but not limited to) sleep, sexual wellness, menstruation, menopause and aromatherapy.
OUTSTANDING ACHIEVEMENT
Best New Ingredient
This category is for cosmetic, skin and hair care ingredient innovations. Entries can include (but are not limited to) new actives, emulsifiers, preservatives, thickeners, moisturisers, colours, fragrances and proprietary ingredients. A finished product which includes the ingredient will not be accepted and should be submitted to its relevant category. Only the raw, trademarked or patented ingredient itself will be judged.
Best New Sustainable Innovation
This award is for a new product on the market that has sustainability at its forefront. Businesses need to supply evidence to back up all sustainability claims which will be reviewed and validated. Innovations can include (but not limited to) promoting circularity in the life cycle of products, reducing or reusing water, packaging or industry waste, sustainable ingredient sourcing, promoting conscious consumerism or rethinking environmental behaviours and sustainability challenges.
Retailer Of The Year
This award is to recognise the achievements of retailers with a UK presence. Both online-only and physical retail companies will be accepted. Entries need to demonstrate innovation and growth over the past 12 months.
Best New Indie Brand
This award is to celebrate independently-owned beauty businesses that have launched in the past 12 months.
Best New Beauty Brand
Entries into this category must be from new subsidiaries (secondary brand or sub-branding) that are bringing exciting, new concepts and innovation to the market. Incubator-created brands are invited to enter this category. Brands must have launched in the past 12 months.
SPONSORS AND PARTNERS
To join the sponsors listed above and explore our bespoke sponsorship packages, get in touch with Martina at martina@hpcimedia.com or call +44 (0) 207 193 6862.
CONTACT US
FAQS
We have pulled together the most popular questions that we receive. Please note that if any of the below information doesn’t answer your query, reach out to the Pure Beauty team at purebeauty@hpcimedia.com
Beauty and personal care brands or their PRs can enter the awards. In order to qualify, the brand or product must have been launched into the UK market between July 2024 – July 2025. Products entered must be available for consumer purchase, whether that is through brick-and-mortar or online stores.
We offer two different entry rates, standard (£145+VAT) and premium entry (£195+VAT) . Premium entry is a brand new option for entrants where you can opt into an all inclusive package, prepaying for finalist and winner logos, a longer editorially curated product description in the shortlist issue of Pure Beauty magazine and being added to our priority mailing list.
In order to qualify, the brand or product must have been launched into the UK market between July 2024 – July 2025. Products entered must be available for consumer purchase whether that is through physical or online stores.
Brands submit their latest beauty products for the Pure Beauty editorial team to test and review. They will then shortlist products they believe have the potential to be winners.
Winners are then voted for by Pure Beauty’s readers plus finalists can encourage their own customers to vote for them.
The awards list is refreshed every year, 2025 has 26 awards to enter into. You can find the full list of categories and descriptions on the ‘Categories’ tab. If you require any clarity on which award to enter, please email the team: purebeauty@hpcimedia.com.
Yes! If the product fulfils the criteria for multiple categories then we encourage you to enter all that are relevant.
Please provide a detailed product description, the product’s launch date in the UK, a product or campaign image(s), brand website and any other supporting documentation to make your entry stand out to the judges. All entrants also need to supply 1 x full sized sample.
Please send all samples to the below address, ensuring that the couriers leave the product at the HPCi Media offices. Samples delivered to the surrounding offices may get lost or damaged, so please ensure samples are labelled accurately.
Pure Beauty Awards
HPCi Media Ltd
Studio 227-8
Metal Box Factory
30 Great Guildford St
London
SE1 0HS
Pure Beauty encourages those entering brand awards to provide a strong entry about the brand and its outstanding innovation in the online entry form and to send ‘best sellers’ as examples for the judges.
Pure Beauty offers additional exposure to brands participating in the event through digital, print, social media and sponsorship packages. Please reach out to Martina Gorbino at martina@hpcimedia.com for further information.
Voting begins once the shortlist has been announced at the beginning of September.
Anyone! The Pure Beauty team will share voting forms that are for public use. Brands are encouraged to circulate to their databases to secure their public vote. The public votes dictates who wins.
The winners ceremony will take place in October in London. For further details, please contact Martina at martina@hpcimedia.com