What do I need to know?

  • All entries must be submitted online via the entry form.

  • The email address you use to complete the entry form will be used to contact for all awards updates throughout the awards process.

  • Brands can enter as many times as they like, as long as they meet the criteria for each category. Review the categories here.

  • Price is per entry.

  • Please remember to include product images and a 60-word product description. The description you provide is shared with the judges, so make sure it is clear and concise.

  • You must state which countries your product is available to purchase, and the year that it launched.

  • Products must have launched in at least one new country/market between February 2020 and February 2021 to qualify.


Product Samples

Due to the UK being under new lockdown restrictions, the Pure Beauty office must remain closed and the team will be unable to receive samples. Instead, entrants are asked to provide additional information to support their entries. This can include links to online reviews and videos, press releases and a more in-depth product description.

Fragrance Samples

If entering a fragrance category, the awards team will be in touch with you directly to organise samples as this category cannot be judged blind.

If you are a finalist

If you are selected as a finalist, the product description will be featured in the March issue of Pure Beauty magazine. The Pure Beauty editorial team will use the description you provide, and will tweak it at their discretion.

You will be provided with the official shortlist badge which you can use free of charge. This can be used on marketing materials, product packaging and featured on your website, against the shortlisted product.

If you are a winner

Winners will benefit from additional exposure by being featured in the special awards brochure, as well as the September issue of Pure Beauty magazine.

Winners will be provided with the official winner badge free of charge. This can be used on marketing materials, product packaging and featured on your website, against the shortlisted product.

The ceremony

Winners are revealed live during the awards ceremony. The ceremony will take place on 12 May 2021 in Amsterdam, Netherlands. In the event that the live ceremony cannot take place, the event will be streamed online for viewers to watch at home.