Earlier this year, we launched our second-ever beauty awards, and with 2026 just around the corner, we're ready to do it all over again. Our editors know the beauty market is oversaturated. That's why we keep our awards to an ultratight edit—one hundred products and one winner per category across body, makeup, skincare, fragrance, hair, tools, and nails. Alongside top experts in the beauty space, Who What Wear editors will vet hundreds of formulas to land on the single item in each category that will be crowned as the best-in-class product.
We're providing the opportunity for brands big and small to enter their products into a number of categories. This prestigious list will be crafted by a panel of esteemed and trusted editors and experts, including dermatologists, makeup and nail artists, hairstylists, cosmetic chemists, and celebrity aestheticians—all with the aim to showcase the brands and products that we believe are truly exceptional.
We are currently accepting submissions for our 2026 Who What Wear 100 Beauty Awards. Keep reading for everything you need to know to be considered for the final hypercurated list.
THE SUBMISSION PROCESS
Brands can submit products through our submission form. The deadline to submit is Monday, December 15, 2025. Before you submit, please read our guidelines below.
CATEGORIES
Our top-line categories are body, makeup, skincare, fragrance, hair, tools, and nails, and there are specific subcategories in each section which are outlined in the graphic below.
Additionally, this year, we are adding four new Special Recognition categories which will have a higher submission fee:
Timeless Classic: Any product that is over five years old
Social Media Sensation: Any product that has achieved record-high views, clicks, or purchases within its brand umbrella
Worth the Investment: Any product over $150
High Impact, Low Price: Any product under $25
TIMELINE
December 15, 2025: Last day for submissions
6pm EST on Friday January 16, 2026: Deadline for all product sample deliveries
June 2026: Awards announcing winners go live
The submission window for the 2026 Who What Wear 100 Beauty Awards begins on November 10, 2025, and the last day to submit is December 15, 2025. Product samples can be sent from the time they are submitted until January 16, 2026. From there, products will undergo rigorous assessment, and winners will be notified in advance of the awards going live in June 2026.
SUBMISSION FEE
Each regular product submission costs $250. There's no limit to the number of products a brand can submit. If you are submitting a product under one of our four new Special Recognition categories, the submission costs $350.
PRODUCT LAUNCH DATE
As long as your product launches before June 2026, will not be limited edition, and has samples available for our testers, it's eligible for the 2026 Who What Wear 100 Beauty Awards. If you know the product will launch prior to June but don't have a hard launch date yet, please put "TBD" on the submission form.
TESTING SAMPLES
Once products have been submitted using this link, the address for sample delivery will be provided. Please do not send unsolicited samples.
PERKS FOR WINNERS
Winners will be announced with an immersive feature on our site, reaching our 16.3 million monthly users, and custom social content shared with our 9.3 million followers.
The Who What Wear audience is most likely to be interested in beauty content compared to their peer set. They are also 60% more likely to frequently advise others on beauty products, compared to readers of publications in our competitive set. (Source: Comscore Plan Metrix, August 2023) Who What Wear readers are always on the lookout for the best in beauty and will certainly be influencing others to follow them.
LOGO LICENSING
We have a number of licensing packages available to winning entries so that you can make the most of your accolade. To request more information, please contact ryan.chambers@futurenet.com.
QUESTIONS
If you have any questions about the awards, please contact wwwawards@futurenet.com.
