Entries were reviewed and the shortlist selected by Pure Beauty’s award-winning editorial team, and now it’s over to you, Pure Beauty’s readers and members of the public, to vote for your favourites. Click here to read the official shortlist and find your winner.

Skin Care

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Best New Skin Care Product

This category is for new skin care products aimed at the mass market. Products can include (but are not limited to) moisturisers, serums, cleansers, toners, micellar waters, skin care wipes, essences and oils.

Best New Premium Skin Care Product

This category is for new skin care products aimed at the luxury end of the market. Products can include (but are not limited to) moisturisers, serums, cleansers, toners, micellar waters, skin care wipes, essences and oils.

Best New Ultra-Luxe Skin Care Product

This category is for new anti-ageing beauty products aimed at the ultra-luxury and prestige end of the market. Products can include (but are not limited to) any high-end product that has anti-ageing benefits such as serums, cleansers, moisturisers, essences and oils.

Best New Face Mask

This category is specifically aimed at skin care treatments that take the form of a mask. Entries can include (but are not limited to) sheet, gel, cream, mud and clay masks. The mask can offer single or multiple benefits to the skin so it might have cleansing, exfoliating, brightening, hydrating, moisturising or detoxifying properties.

Best New Anti-Ageing Product

This category is for new anti-ageing beauty products aimed at the mass market. Products can include any product that has anti-ageing benefits such as serums, cleansers, moisturisers, essences and oils.

Best New Premium Anti-Ageing Product

This category is for new anti-ageing beauty products aimed at the luxury end of the market. Products can include any product that has anti-ageing benefits such as serums, cleansers, moisturisers, essences and oils.

Best New Ultra-Luxe Anti-Ageing Product

This category is for new anti-ageing beauty products aimed at the ultra-luxury and prestige end of the market. Products can include (but are not limited to) any high-end product that has anti-ageing benefits such as serums, cleansers, moisturisers, essences and oils.

Best New Male Skin Care Product

This category will award this year’s most innovative male skin care products. Products can include (but are not limited to) face washes, moisturisers, repair creams and balms.

Best New Skin Care Brand

This category is to celebrate new skin care brands that bring the freshest ideas and innovative problem solving concepts to help consumers achieve their ideal complexion.

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Natural and Organic

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Best New Natural Product

This category is for a new beauty product where a high percentage of ingredients are of natural origin. Please provide a description that includes details about the natural origin of your ingredients.

Best New Organic Product

This category is for a new organic beauty product that is approved by one of the international organic standards agencies. Please note that the product as a whole must have an organic certification, not just the ingredients used. Please include details about your organic certification.

Best New Natural Face Product

This category is for a new beauty product where a high percentage of ingredients are of natural origin. This category is for products that can be used on the face, including skin care and cosmetics. Please also include details about the natural origin of your ingredients.

Best New Natural and Organic Brand

This category is to showcase new brands that leave and breathe all things natural and organic. From sourcing cutting-edge natural ingredients to landing the highest standard certifications, these brands are soon to be household names in the natural and organic sector.


Hair Care

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Best New Hair Product

This category includes new shampoos, conditioners or treatments in either wet or dry form. It can also include hair colouring products including (but not limited to) permanent and semi-permanent dyes, colouring sprays and root touch-ups.

Best New Hair Styling Product

This category is for topical styling products and can include (but is not limited to) hair styling sprays, gels and oils as well as accessories for keeping hair styles in place.

Best New Male Shaving and Hair Product

This category is for new male shaving and hair products aimed at all sectors of the male shaving and hair market. Products can include (but are not limited to) wax, gels, shampoos, razors, shaving soap, foam and gel as well as aftershave and shaving repair creams. This category also includes beard maintenance products such as beard oils and beard trimmers or scissors.

Best New Hair Care Brand

This award showcases the newest and innovative hair care brands on the market. These entries can target any hair type or gender, but the brand must showcase new active ingredients, application or a novel use.

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Beauty Tools

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Best New Beauty Accessory or Brush

This category is for new accessories or brushes that can be used on the hair, skin or body. Including (but not limited to) makeup brushes, hair removal products, beauty tools.

Best New Electrical Product

This category is for new electrical beauty appliances that can be used on the hair, skin or body.

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Body Care

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Best New Body Product

This category is for new body care products aimed at the popular end of the market. Products can include (but are not limited to) body lotions, deodorants, gels, creams, butters, moisturisers, exfoliators and scrubs, oral beauty products as well as treatment products specifically designed for the body such as firming and cellulite creams. This category can include products targeted at specific parts of the body such as the feet or arms. However, this category does not include products for the neck, which are considered facial skincare products, and hand products should be entered into the Best New Hand and Nail Product category.

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 Wellness Product

This category is for new wellness products aimed at all sectors of the market. Wellness products can include products created to increase the health and longevity of the user. Products can include (but are not limited to) CBD Oils, essential oils and aromatherapy candles.

Best New Sun Care and Tanning Product

This category is for products that are designed specifically for use in the sun, after being in the sun or for tanning. It can also be for products that combine sun protection with artificial tanning. Products can include (but are not limited to) sun protection, after-sun or tanning products.

Best New Hand and Nail Product

This category is for products designed specifically for the hands or nails. This includes (but is not limited to) hand creams, hand masks, nail treatments and nail colours.

Best New Male Body Product

This category will award this year’s most innovative male body care products. Products can include (but are not limited to) body lotions, deodorants, gels, creams, butters, moisturisers, exfoliators and scrubs, oral beauty products.

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Make-Up

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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 liners, lip balms and glosses.

Best New Eye 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 and faux lashes aimed at all sectors of the market.

Best New Make-Up Base 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.

Best New Inclusive Make-Up Product

Products can include (but are not limited to) make-up base, lip and eye products, plus beauty tools that consider all skin tones, genders and abilities. Judges will be looking for entries that have considered inclusivity when creating the product.

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Fragrance

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Best New Fragrance

This category is for new male and female fragrances aimed at the popular end of the market, including self-select products. Fragranced body products such as body sprays or mists should not be entered in this category. These must be entered into the Body Product category.

Best New Premium Fragrance

This category is for premium male and female fragrances aimed at the luxury end of the market. Entries can include (but are not limited to) fragrances with a higher price point, premium branding or with a limited distribution.

Best New Niche Fragrance

This category is for specialist male and female fragrances aimed at the prestige end of the market. Entries can include (but are not limited to) limited prestigious and unique fragrances distributed by perfume specialists or high-end fragrance boutiques.

Best New Home Fragrance

This category is for new home fragrances across all price points. Entries can include (but not limited to) candles, diffusers and room mists.

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Sustainable Beauty

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Best New Sustainable Hair Product

This category is for hair care and styling products from brands that are committed to a sustainable and ethical ethos. Entries can include (but are not limited to) new shampoos, conditioners or treatments, hair styling sprays, gels and oils as well as accessories for keeping hair styles in place. Judges will be looking for products that have thoughtful packaging including zero waste or packaging that can be recycled/made from recycled goods, and ethical ingredient sourcing.

Best New Sustainable Skin & Body Product

This category is for skin and body products from brands that are committed to a sustainable and ethical ethos. Entries can include (but are not limited to) moisturisers, serums, cleansers, toners, micellar waters, skin care wipes, body lotions, deodorants, gels, creams, butters, moisturisers, exfoliators and scrubs, oral beauty products, body wash and tanning lotion. Judges will be looking for products that have thoughtful packaging including zero waste or packaging that can be recycled/made from recycled goods, and ethical ingredient sourcing.

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Retail Innovation

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Best New Retailers’ Own Label Product

This award is to recognise the innovative launches from the UK’s retailers’ own-label beauty brands. This category also includes private label products that are manufactured by one company under another company’s brand. Products can include all areas of beauty such as hair care, body care, skin care and make-up.

Retailer of the year

This award is to celebrate UK beauty retailers who have bought fresh ideas to the market, adapting and innovating to the changing beauty scene.

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Outstanding Achievement

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Best New Design and Packaging

This category is for innovation in product packaging. Entries can include (but are not limited to) design and packaging that exceeds expectation in terms of its presentation, usability and functionality.

Best Special Innovation

This category is for a new beauty product that has something unique and different about it that will make the beauty industry and consumers take notice. Entries could include (but are not limited to) products with a new active ingredient, application or a novel use. Innovation is the lifeblood of the industry so celebrating the new and the special is essential.

Best New Disruptor Brand

This award is for a new brand that has been making waves within the industry. If you’re doing something unique that makes you stand out above the rest, this category is for you. Products may be available to purchase either online or in stores.

Best New International Breakthrough Brand

This category is aimed at international brands that bring exciting new concepts and innovation to the global market. International brands entering this category must have launched into the UK market since July 2020. Products may be available to purchase either online or in stores.

Best New British Brand

This category is aimed at brands that are based in the United Kingdom and have launched into the UK retail market (in high street retailers and/or online).

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