The Who What Wear UK Next in Beauty Awards 2026 Are Officially Here

After months in the works, Who What Wear's fourth annual beauty awards, Next in Beauty, are now officially live and open for entries, with an entry deadline of 2 July 2026. 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 2026. 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 2026, and you can read up on the categories, requirements 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!

2025's Next in Beauty Winners

We were blown away by the calibre of the entries we received for our 2025 Next in Beauty Awards. Scroll on to discover the full list of 2025 winners across our hair, skin, makeup, fragrance, body and nails categories, as well as the products that won our overall and highly coveted Best in Class awards.

SKINCARE

Best Professional Skin Treatment: Sarah Chapman Barrier Repair Facial
Best Skin Supplement: Aegle's Clear Skin Complex
Best Moisturiser: Dr Sam's Flawless Moisturiser Intense
Best Face Mask: Dr. Althea Jelly Seal Dewy Mask
Best Targeted Skin Treatment: E45 Cica Soothe & Repair Cream
Best Toner: Elemis Pro-Collagen Toning Mist
Best Exfoliating Product: Grown Alchemist Polishing Facial Exfoliator
Best Vitamin C Product: Medik8 C-Tetra Advanced
Best Tinted SPF: Merit The Uniform Tinted Mineral SPF 50
Best Cleanser: Orveda High Cleansing Skinmulsion
Best for Sensitive Skin: Skin + Me Daily Moisturiser SPF 50 for Sensitive Skin
Best Skincare Innovation: Skinceuticals P-Tiox Anti-Wrinkle Serum
Best Facial Tan: St. Tropez Express Sunlit Face Tint
Best Lip Treatment: Summer Fridays Lip Butter Balm
Best Cleansing Balm: Tatcha Indigo Cleansing Balm
Best Serum: The Inkey List Exosome Hydro-Glow Complex
Best Skin Tool: ZIIP Dot
Best Personalised Treatment: Klira The Special
Best Skin Renewing Products: Beauty Pie Youthbomb Extreme Retinal Triple Renewal Serum
Best Facial SPF: Haruharu Wonder Black Rice Moisture Airyfit Daily SPF50+
Best Night Product: Oskia Midnight Elixir
Best Tinted Tan Drops: Self Glow by James Read Sunbright Tinted Tan Drops
Best Light-Therapy Device: Shark Cryo-Glow Under-Eye Cooling & LED Anti-Ageing & Blemish Repair Mask
Best Eye Cream: Tata Harper Brightening Eye Gel

HAIR

Best Air Styler: BaByliss Air Wand
Best Hair Oil: Cair Protective Oil
Best Scalp Product: Cécred Clarifying Shampoo & Scalp Scrub
Best Hair Dryer: DysonSupersonic R Professional Hair Dryer
Best Hair Colour Product: Glaze Supergloss
Best Styling Product: Hair By Sam McKnight Cool Girl Barely There Texture Mist
Best Multi-Styler: Hershesons The Multi-Tasker
Best Dry Shampoo: K18 AirWash Dry Shampoo
Best Hairbrush: La Bonne Brosse N.04 The Massaging Detangling Hair Brush
Best Hair Growth Product: Living Proof Scalp Care Density Serum
Best Scalp Brush: Manta Hair Pulse Deep Ocean Blue
Best Curly Hair Product: Only Curls Mega Hold Curl Gel
Best Hair Serum: Oribe Gold Lust Restorative Night Crème for Hair
Best Shampoo: Rossano Ferretti Parma Grandioso Extra Volume Shampoo
Best Lash/Brow Serum: UKLash Eyelash Serum
Best Hair Supplement: Vida Glow Hairology
Best Conditioner: Olaplex No. 5 Fine Bond Maintenance Conditioner
Best Hot Tool: GHD Chronos Curve Max Wand
Best Bonding Treatment: RedkenAcidic Bonding Concentrate Leave-In Treatment

MAKEUP

Best Makeup Remover: Curél Hydrating Makeup Remover
Best Inclusive Shade Range: Beauty of Joseon Daily Tinted Sunscreen SPF30
Best Bronzer: Chanel Les Beiges Bronzing Cream
Best Finishing Product: Delilah Wake Up Radiant Hydrating Skin & Make-Up Mist
Best for Lips: Dior Beauty Dior Addict Lip Glow Butter
Best for Eyes: Dolce & Gabbana Cheek&Eyes Match Lasting Blush and Eyeshadow Powder
Best Concealer: Estée Lauder Double Wear Stay in Place Concealer
Best Base: Kylie Cosmetics Skin Tint Blurring Elixir
Best Mascara: Makeup by Mario Master Mascara
Best Makeup/Skincare Hybrid Product: Mecca Cosmetica In a Good Light Illuminating Drops SPF30
Best for Brows: Morphe Nano Brow Pencil
Best Blush: Rare Beauty Soft Pinch Liquid Blush
Best Brushes for Makeup Application: Victoria Beckham Beauty The Brush Collection

BODY & NAILS

Best Professional Body Treatment: Clarins Deep Healing Massage
Best Professional Nail Service: The GelBottle BIAB
Best Gel Polish: 14 Day Mani HEMA-Free Builder Gel Kit
Best Ingestible Skincare Product: Agent Nateur Holi Advanced Daily Magnesium Complex
Best Body Exfoliator: AKT London Foaming Body Scrub
Best Nail Health Product: Andreia Professional Lab Peach Cuticle Oil
Best Body Tanner: By Terry Tea to Tan Face & Body
Best Body Treatment: CeraVe Intensive Moisturising Lotion
Best Nail Enhancement: Elegant Touch Salon French 164
Best Hand Product: Joonbyrd Confetti Sky Multitasking Hand Treatment
Best Body Tool: Magnitone Diablo Pro Body Sculpting Device
Best Deodorant: Megababe The Santal Deo
Best for Hair Removal: Mylee Strip Off Waxing Kit
Best Body Oil: NUXE Huile Prodigieuse Roll On
Best Body SPF: Rituals The Ritual of Karma Milky Sunscreen Spray SPF 30
Best Nail Tool: Ruby Hammer Neon Nail File
Best Nail Polish: Sally Hansen Miracle Gel
Best Body Lotion: Vaseline Gluta-Hya Body Lotion
Best Foot Product: Westlab Dead Sea Salt Foot Soak
Best Shower Product: Space NK Paros Tides Body Wash

FRAGRANCE

Best Heritage Fragrance: The House of Creed Queen of Silk
Best Creative Blend: Acne Studios par Frederic Malle Eau de Parfum
Best Pillow Spray: Aromatherapy Associates Deep Relax Sleep Mist
Best Comeback Perfume: Balmain Beauty Carbone Eau de Parfum
Best Solid Perfume: Dior Beauty Miss Dior Mini Miss
Best Diffuser: Diptyque Reed Diffuser
Best Scent Innovation: Infiniment Coty Paris Soleil D'Ikosim Parfum
Best Hair Perfume: Initio Parfums Privés Musk Therapy Hair Perfume
Best Candle: Jo Malone London Special-Edition Lavender & Moonflower Classic Candle
Best Independent Fragrance: Liberty LBTY. Fragrance Zephirine Eau de Parfum
Best New Perfume: Maison Crivelli Safran Secret Extrait de Parfum
Best Modern Icon: Maison Francis Kurkdjian Baccarat Rouge 540 Eau de Parfum
Best Room Spray: Malin + Goetz Tomato Home Spray
Best New Floral Fragrance: Marc Jacobs Daisy Wild Eau So Intense Eau de Parfum
Best Body Spray: Sol de Janeiro Cheirosa 39 Perfume Mist
Best Perfume: Valentino Beauty Anatomy of Dreams Sogno in Rosso Parfum

BEST IN CLASS

HAIR: GHD Chronos Curve Max Wand
BODY & NAILS: Vaseline Gluta-Hya Dewy Radiance Serum Burst Lotion
MAKEUP: Victoria Beckham Beauty The Signature Brush Suite
SKIN: Beauty Pie Youthbomb Extreme Retinal Triple Renewal Serum
FRAGRANCE: Valentino Beauty Sogno in Rosso Eau de Parfum
INNOVATION OF THE YEAR: The Inkey List Exosome Hydro-Glow Complex
SOCIAL MEDIA SENSATION: Shark Cryoglow Under-Eye Cooling & LED Anti-Ageing & Blemish Repair Mask
BREAKOUT BRAND: Beauty of Joseon