The Who What Wear 100: Submission Guidelines for Our First-Ever Beauty Awards
The Who What Wear 100: Submission Guidelines for Our First-Ever Beauty Awards

The Who What Wear 100: Submission Guidelines for Our First-Ever Beauty Awards

Say hello to the Who What Wear 100, Who What Wear’s inaugural beauty awards. Our editors know the beauty market is oversaturated—that’s why our debut awards will be kept to a tight edit. One hundred products, one winner per category across body, makeup, skincare, fragrance, hair, tools, and nails. Alongside the top experts in the beauty space, the Who What Wear editors will personally vet hundreds of items 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, from innovations redefining the industry to beloved hero products. 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 aestheticiansall with the aim to showcase the brands and products that we believe are truly exceptional.

We are currently accepting submissions for our 2024 Who What Wear 100 Beauty Awards. Keep reading for everything you need to know to be considered for the final, hyper-curated list.


Brands can submit products through our submission form. The deadline to submit is Friday, December 15, 2023. Before you submit, please read our guidelines below. 


Our top-line categories are body, makeup, skincare, fragrance, hair, tools, and nails, with more specific subcategories in each section. See below. 


December 15, 2023:  Last day for submissions

January 2024: Short-listed product samples called in

April 2024: Awards go live announcing winners

The submission window for the 2024 Who What Wear 100 Beauty Awards begins on November 6, 2023, and the last day to submit is December 15, 2023. Our team will comb through entries to determine products for testing and notify brands that will move to the next round for testing by January 2024. From there, products will undergo rigorous assessment, and winners will be notified in advance of the awards going live in April 2024.


The first submission for each brand is complimentary, allowing every brand the opportunity to submit its hero product. From there, each additional submission costs $250. There’s no limit to the number of products a brand can submit.


As long as your product launches before April 2024, will not be limited edition, and has samples available for our testers, it’s eligible for the 2024 Who What Wear 100 Beauty Awards. If you know the product will launch prior to April but don’t have a hard launch date yet, please put “TBD” on the submission form. 


If your product is selected for testing, the team will notify you in January 2024 to request samples. Please do not send unsolicited samples. 


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’s reader is always on the lookout for the best in beauty and will certainly be influencing others to follow them. 


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


If you have any questions about the awards, please contact