2026 Award Categories and Criteria 

BEST BEAUTY ICON

Products that have been on the market for a minimum of 2 years i.e. launched prior to 1 st January 2023.

Eligible brands will have launched within the last 2 years i.e. after 31st December 2022. Three hero products should be selected to represent the brand entry, and showcased at the Product Demonstration Evening.

PRESTIGE CATEGORIES 

PRESTIGE BRANDS: Prestige brands are defined as those with dominant sales in high-end retail shops, such as department or specialty shops (subject to brand). Prestige brands were first launched at department, beauty specialty, or DTC retailers and are sold at a higher price point.

BEST NEW BODY PRODUCT

Bath or body products including but not limited to body washes, moisturisers, exfoliators, scrubs, shaving products, bath oils, body sprays and body products for targeted concerns. This category does not include products specifically designed for the neck or hands/feet. Products must have been launched within the last 2 years i.e. 31st December 2023.

BEST NEW HAIR AND SCALP PRODUCT

Hair and scalp products including but not limited to shampoos, and conditioners. Products must have been launched within the last 2 years i.e. 31st December 2023.

BEST NEW HAIR STYLING PRODUCT

Hair styling products including but not limited to heat protecting sprays, permanent or semi-permanent hair colour, dry shampoo, hairspray. Products must have been launched within the last 2 years i.e. 31st December 2023.

BEST NEW SKIN PREP OR MASK

Any product that is designed to prepare the skin prior to moisturising, including but not limited to cleansers, exfoliators, skin essences, toners and masks. Products must have been launched within the last 2 years i.e. 31st December 2023.

BEST NEW SKINTELLECTUAL

Skincare products that are designed for facial use after skin preparation is complete. Including but not limited to moisturisers, lotions, serums and oils. Products must have been launched within the last 2 years i.e. after 31st December 2023.

BEST NEW TARGETED SKINCARE

Products whose primary function is of a ‘targeted’ nature, that address concerns such as blemishes, age spots, fine lines and redness. Including but not limited to anti-ageing products, acne or spot treatments, eye creams, lip and eye treatments and any product designed for specific skin concerns. Products must have been launched within the last 2 years i.e. after 31st December 2023.

BEST NEW COMPLEXION PRODUCT

Cosmetic products that enhance the appearance of the face, including foundation, primer, BB and CC creams, contouring products, highlighter, bronzer, face powder, setting sprays, blush and concealer. Products must have been launched within the last 2 years i.e. after 31st December 2023.

BEST NEW EYE OR BROW PRODUCT

Cosmetic products that enhance the appearance of the eyes or brows, including but not limited to eye shadow, eyeliner, mascara and brow products. Products must have been launched within the last 2 years i.e. after 31st December 2023.

BEST NEW LIP PRODUCT

Cosmetic products that enhance the appearance of the lips, including but not limited to lip colour, lip liner and lip gloss. Products must have been launched within the last 2 years i.e. after 31st December 2023.

BEST BEAUTY ICON

Products that have been on the market for a minimum of 2 years i.e. launched prior to 1 st January 2023.

BEST NEW BRAND

Eligible brands will have launched within the last 2 years i.e. after 31st December 2023. Three hero products should be selected to represent the brand entry, and showcased at the Product Demonstration Evening.

BEST NEW GROOMING OR PERSONAL CARE PRODUCT

Products designed to groom or be applied for personal health, hygiene, or cosmetic reasons. Including but not limited to hair and body products including those used for shaving, oral care including whitening products, facial hair products, fragrance and deodorant. Products must have been launched within the last 2 years i.e. after 31st December 2023.

BEST NEW SUNCARE OR SELF TAN

Products designed specifically for self-tanning, use in the sun and after-sun use. Including but not limited to sun protection, tanning or self-tanning products, skincare and lip products containing SPF. Products must have been launched within the last 2 years i.e. after 31st December 2023.

BEST NEW HAND OR FOOT PRODUCT

Products designed specifically for the hands, feet or nail. This includes hand creams, foot creams and scrubs, nail treatments and nail colours. Products must have been launched within the last 2 years i.e. after 31st December 2023.

BEST NEW BEAUTY TOOL, DEVICE OR ACCESSORY

Tools or accessories that are used as part of a beauty routine. Including but not limited to makeup brushes and sponges, hairbrushes and hair accessories, tweezers, false lashes, facial rollers, razors, atomisers, makeup bags and eyelash curlers. Products must have been launched within the last 2 years i.e. after 31st December 2023.

BEST NEW WELLBEING PRODUCT

Products that enhance the comfort, health or happiness of the consumer, and promote physical, mental and emotional wellbeing. Items such as candles, oils, balms, body products and room fragrance that fulfil the aforementioned requirements are eligible for entry.

Products must have been launched within the last 2 years i.e. after 31st December 2022. All electrical products entered must conform to Electrical Equipment (Safety) Regulations 2016: Great Britain. More information can be found here: https://www.gov.uk/government/publications/electrical-equipment-safety-regulations-2016

BEST NEW BEAUTY SUPPLEMENT

A product designed to nourish your body, skin, hair and/or nails from the inside out – used to support your beauty routine. Products can include but are not limited to supplements in liquid, tablet or powder form and patches. Products must have been launched within the last 2 years i.e. after 31st December 2023.

BEST NEW ELECTRICAL APPLIANCE

Electrical items used for personal health, hygiene or cosmetic reasons. Including but not limited to hair styling appliances, home IPL devices, electrical facial cleansers, epilators and facial treatment aids such as LED masks. ‘Electrical’ pertains to items that are battery operated, mains reliant or require charging. No products are required for sampling in this category though brands are required to showcase these products at the Product Demonstration Evening and submit video usage guides for use on the CEW website. Any additional costs to showcase are to be paid by the brand. Appliances must have been launched within the last 2 years i.e. after 31st December 2023. All electrical products entered must conform to Electrical Equipment (Safety) Regulations 2016: Great Britain. More information can be found here: https://www.gov.uk/government/publications/electrical-equipment-safety-regulations-2016

BEST NEW HOME FRAGRANCE

Entries can include (but are not limited to) candles, diffusers and room mists that have launched within the last 2 years i.e. after 31st December 2023.

BEST NEW FRAGRANCE

Products designed with the single function of delivering fragrance, including but not limited to Eau de Toilette, Eau de Parfum, Cologne and solid perfume. Products must have been launched within the last 2 years i.e. after 31st December 2023. Brands can enter multiple entries per brand into this category.

BEST NEW NICHE FRAGRANCE 

Fragrances that are created by an independent perfumery and sold in limited quantities through specialty boutiques, high end department stores or brand-specific websites with an emphasis on storytelling through scent. Products must have been launched within the last 2 years i.e. after 31st December 2023. Brands can enter multiple entries per brand into this category.

BEST ESTABLISHED* INDEPENDENT BEAUTY BRAND 

This award is to celebrate independently-owned beauty businesses. Operating for over 5 years with strong brand recognition and customer loyalty Independently owned, with possible external funding or minority investments. Broader product range and distribution, including major retail or international markets. Proven commitment to innovation, quality, and authenticity while scaling.

*Larger-scale independents with a significant market presence

BEST NEW INDEPENDENT BEAUTY BRAND

This award is to celebrate independently-owned beauty businesses. Start-up or growth phase (0–5 years of operation). Independently owned, without major corporate backing. Small, focused product range with standout innovations or niche appeal. Growth is driven by direct-to-consumer channels, social media, and grassroots marketing.

BEST BRITISH BRAND

Brands founded and headquartered within the United Kingdom. Three hero products should be selected to represent the brand entry, and showcased at the Product Demonstration Evening.

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