The Who What Wear UK Next in Beauty Awards 2025 Are Officially Here

After months in the works, Who What Wear's third annual beauty awards, Next in Beauty, are now officially live and open for entries, with an entry deadline of 26 June 2025. If you thought last year's awards were impressive, just wait until you see what we have lined up this year.

What Is Who What Wear's Next in Beauty Awards?

What’s new and next in beauty? Who What Wear UK is on the search, and you have the chance to provide the answers. Future-facing formulas and trailblazing brands are at the heart of Who What Wear UK’s Next in Beauty Awards 2025. On a daily basis, our editorial team celebrates (and tests) products that work hard for their money, and we're incredibly fussy about what we recommend to our readers.

We’re providing the opportunity for brands, big and small, to enter into a number of categories that span the gamut from brand-building accolades to prime product endorsements. Products must be available to buy in the UK or due to launch in the UK within 2025, and you can read up on the categories, requirement and entry process via our Next in Beauty website.

Our prestigious list of winners will be decided upon by an esteemed and trusted panel of editors, influencers and experts that will rigorously test every single product. We're aiming to showcase the brands and products that we believe are cult classics in the making, ensuring that your beauty cabinet is stocked with only the best of the best.

The winners will be announced in October through a series of content and social activations, as well as an exclusive event, so stay tuned and tell your beauty-loving friends all about it!

All that's left for you to do is enter your product! Head to our Next in Beauty website for all the details. And good luck!

2024's Next in Beauty Winners

We were blown away by the calibre of the entries we received for our 2024 Next in Beauty Awards. Scroll on to discover the full list of 2024 winners across our hair, skin, makeup, body and nails categories, as well as the products that won our overall and highly coveted Best in Class awards.

SKINCARE

Best Affordable Skincare Product: The Ordinary Retinal 0.2% Emulsion
Best Bespoke Skincare Product: The Klira Special
Best Retinoid Product: Medik8 Crystal Retinal
Best Cleanser: Tula The Cult Classic Purifying Face Cleanser
Best Conscious Skincare Product: My Skin Feels Moisturised Healthy Hydrating Moisturiser
Best Exfoliator: Dermalogica Daily Microfoliant
Best Eye Cream: Bioderma Atoderm Intensive Eye
Best Face Mask: Bubble Skincare Over Night Hydrating Sleep Mask
Best Facial SPF: Elemis Pro-Collagen Skin Protection Fluid SPF 50
Best Facial Tan: By Terry Tea to Tan Face & Body
Best Lash Serum: UKLash Complex Peptide Eyelash Serum
Best Lip Treatment: E45 Lips & Dry Skin Balm
Best Makeup Remover: Bubble Skincare First Class Oil Cleanser
Best Moisturiser: Tatcha The Dewy Skin Cream
Best Night Product: Estée Lauder Advanced Night Repair Serum Synchronized Multi-Recovery Complex
Best Renewing and Resurfacing Product: Paula's Choice Skin Perfecting 6% Mandelic Acid + 2% Lactic Acid Liquid Exfoliant
Best Serum: Caudalie Resveratrol-Lift Instant Firming Serum
Best Skin Supplement: Hanna Sillitoe Multi Strain Biotic
Best Skin Tech Tool: MyBlend myLEDmask
Best Targetted Skin Treatment: Omnilux Mini Blemish Eraser
Best Toner: MV Skintherapy Rose Hydrating Mist
Highly Commended Bespoke Skincare Product: Skin + Me Daily Doser
Highly Commended Cleanser: Cetaphil Gentle Skin Cleanser
Highly Commended Facial SPF: Mecca Cosmetica To Save Face SPF 50+ Brightening Sun Serum
Highly Commended Night Product: Sarah Chapman Skinesis Overnight Facial
Highly Commended Renewing and Resurfacing Product: Rejuvaus Clarify & Renew AHA BHA Serum
Highly Commended Skin Tech Tool: Déesse Pro SculptaHighly Commended Toner: Oskia Violet Water Treatment Tonic

HAIR

Best Shampoo: Alfaparf Detoxifying Low Shampoo
Best Conditioner: Hello Klean Smooth Talk Anti-Fading Light Hair Conditioner
Best Conscious Hair Product: Hairstory New Wash Original
Best Curl Product: Camille Rose Curl Maker Curling Jelly
Best Styling Product: Hair by Sam McKnight Cool Curls Refresh & Revive Mist
Best Hair Serum: Authentic Beauty Concept Glow Spray Serum
Best Treatment: Alterna Caviar Restructuring Bond Repair Masque
Best Finishing Product: Gisou Honey Infused Hair Oil
Best Hair Enhancement: Cantu Protective Styles Hair Freshener
Best Hair Dryer: Cloud Nine The Airshot
Best Hair Tool: Shark FlexStyle 5-in-1 Air Styler & Hair Dryer
Best Hair Brush: Manta
Best Hair Growth & Health Product: Nooānce Hair Beauty and Growth Helmet
Best Hair Supplement: Viviscal Hair Growth Vitamins for Women
Best Scalp Product: Tangle Teezer The Scalp Exfoliator & Massager
Best Hair Colour Product: Clairol Colour Studio Permanent Colour Cream
Highly Commended Hair Tool: GHD Duet Hair Dryer Brush

MAKEUP

Best Primer: Dior Forever Glow Star Filter
Best Base Product: Merit The Minimalist Perfecting Complexion Stick
Best Concealer: MAC Studio Radiance 24hr Luminous Lift Concealer
Best Bronzer: Lottie London Hot Glaze Bronzing Serum Drops
Best Blusher: Rhode Pocket Blush
Best Multi-Use Product: Merit Flush Balm Cream Blush
Best Conscious Makeup Product: Saie Glowy Super Gel
Best Finishing Product: Huda Ease Bake Loose Baking & Setting Powder
Best Eye Product: Bonded The Natural Lash No Glue Lashes
Best Lip Product: Summer Fridays Dream Lip Oil
Best Brow Product: Blink Brow Bar Ultimate Brow Arch Definer
Best Mascara: L'Oréal Paris Volume Million Lashes Panorama Mascara
Best Palette: Makeup by Mario Master Mattes Eyeshadow Palette
Best Makeup/Skincare Hybrid Product: Isle of Paradise Sunny Serum Instant Face Bronzer
Best Inclusive Shade Range: Haus Labs by Lady Gaga Triclone Skin Tech Medium Coverage Foundation
Best Makeup Tool: Beautifect Pod With Blender
Highly Commended Blush: Ateh Jewel Beauty Blush of Dreams Cream Blush
Highly Commended Lip Product: Guerlain Rouge G The Customisable Ultra-Care Lipstick and Case

BODY & NAILS

Best Bath and Shower Product: Molton Brown Rose Dunes Bath & Shower Gel
Best Body Hydration Product: Byoma Brightening Body Lotion
Best Body SPF: E45 Sun Care Sensitive Spray SPF 50+
Best Body Tanner: Gatineau Golden Glow Gradual Tan
Best Conscious Body Product: Nécessaire The Body Wash Eucalyptus
Best Deodorant: AKT London The Deodorant Balm SC.01
Best Exfoliator: Nécessaire The Body Exfoliator
Best Foot Product: Scholl Hard Skin Remover Foot File
Best Fragrance: Diptyque L’Eau Papier Eau de Toilette
Best Hair Removal Product: Estrid The Razor Starter Kit
Best Hand Product: L'Occitane Shea Butter Hand Cream
Best Health Supplement: Sisterly The Elevator
Best Nail Enhancement: OPI Xpress/On
Best Nail Health Product: OPI Repair Mode Bond Building Nail Serum
Best Nail Polish: Nailkind Nail Polish
Best Nail Polish Shade Range: Manucurist Rainbow Active
Best Nail Polish Topcoat: Orly Shining Armor Topcoat
Best Nail Tool: Truyu Glass Nail File
Best Targeted Body Product: Peep Club Instant Relief Eye Spray

BEST IN CLASS

HAIR: Shark Flexstyle 5-in-1 Air Styler & Hair Dryer
BODY & NAILS: AKT London The Deodorant Balm
MAKEUP: Summer Fridays Dream Lip Oil
SKIN: Paula's Choice Skin Perfecting 6% Mandelic Acid + 2% Lactic Acid Liquid Exfoliant
INNOVATION OF THE YEAR: Klira
SOCIAL MEDIA SENSATION: L'Oréal paris Volume Million Lashes Panorama Mascara
BREAKOUT BRAND: Bubble Skincare
CONSCIOUS BEAUTY: My Skin Feels