Every year, there are hundreds of new beauty launches, all claiming to be better, faster, or more effective than the last. Some live up to the hype. Most don’t. That’s exactly why the Next In Beauty Awards have become such a useful reference point, as they cut through the noise and highlight the products that genuinely stand out.
In this article, we’ve pulled together a curated selection of standout winners from the latest awards and grouped them into simple categories so you can explore them easily. And since not every award-winning product is always easy to get your hands on, we’ve also included similar options available at Image Beauty.
With this guide, we’ll help you discover what’s actually worth trying, without spending hours researching it yourself.
What Are the Next In Beauty Awards?
The Next In Beauty Awards are an annual awards program created by Who What Wear UK, aimed at recognizing the most exciting and effective beauty products across categories like skincare, makeup, haircare, fragrance, and tools.
Unlike traditional awards that often favor well-known or long-standing products, these specifically focus on newer launches and recent innovations.
Each year, a panel of editors, industry experts, and beauty insiders test a wide range of products before selecting winners. These products are evaluated based on how well they perform, how innovative they are, and whether they deliver noticeable results.
The final list includes both category winners and a smaller group of “Best in Class” products that stand out across the entire industry.
For everyday shoppers, this makes the awards a reliable shortcut. They help you discover products that have already been tested, compared, and proven to be effective.
How Products Are Selected for the Next In Beauty Awards
The Next In Beauty Awards are meant to spotlight products that feel genuinely worth recommending, so the judging goes beyond whether something is trending or beautifully packaged. Products are looked at in the context of their category, which means a serum is not judged the same way as a hair tool or a mascara.
In more detailed terms, the selection usually comes down to a few key things:
How well the product does its actual job
A moisturizer should leave skin feeling properly hydrated and comfortable, not just look good in the jar. A shampoo should cleanse well without making hair feel stripped. A mascara should separate, define, and last well through the day. The basic performance still matters most.
Whether the formula feels pleasant
Judges pay attention to texture, finish, absorption, payoff, and how pleasant the product is to use. For example, they’ll notice if a sunscreen feels lightweight instead of greasy, or if a serum layers well without pilling under other products.
If the results are visible or easy to notice with use
This can mean smoother-looking skin, better hydration, less irritation, more shine, stronger hold, improved blendability, or better wear time. It is about whether the product makes a real difference when used properly.
What makes it stand out in a crowded category
Innovation does not always mean something futuristic. It can be a smarter formula, a more inclusive shade range, a better delivery system, a new ingredient approach, or a product that combines benefits in a way that feels useful.
How easy it is to fit into a real routine
A product may be effective, but if it is fussy, messy, difficult to use, or hard to layer with other products, that matters. Good beauty products should work well in everyday routines.
Whether it feels current and relevant
Why the Next In Beauty Awards Matter in the Beauty Industry
- They highlight what’s truly working right now: Instead of focusing on legacy products, they bring attention to newer formulas that are performing well today.
- They set the tone for upcoming trends: Whether it’s barrier repair skincare, scalp health, or multi-use makeup, award winners often reflect where beauty is heading.
- They give smaller or newer brands visibility: It’s not just big names. Emerging brands with strong products can also get recognized.
- They influence buying decisions: Many shoppers look to award winners as a shortcut when deciding what to try next.
- They push brands to improve: With more focus on performance and innovation, brands are encouraged to create better, more effective products.
In short, these awards help shape what ends up on shelves, in routines, and in conversations across the industry.
Top 10 Beauty Products – Next In Beauty Awards Winners
Best Skincare Product Winner
Beauty Pie Youthbomb Extreme Retinal Triple Renewal Serum
Among the skincare winners from the Next In Beauty Awards, this serum stood out because it targets multiple skin concerns in one formula rather than focusing on just hydration or surface-level glow.
What makes it effective:
- Retinal + retinoid: help speed up skin cell turnover, which is why the serum works well for rough texture, dullness, and early fine lines
- Bio-bakuchiol: complements vitamin A, helping the formula feel more balanced rather than overly harsh
- Lactic acid: gently exfoliates the surface, improving smoothness and overall skin clarity
- Niacinamide + ceramides: support the skin barrier, helping reduce dryness and irritation
- Hyaluronic acid: adds hydration so the skin doesn’t feel stripped while using active ingredients
An equivalent product on Image Beauty would be the Bare Minerals Ageless Phyto-Retinol Face Cream, which reduces the look of fine lines without the irritation.
Best Makeup Product Winner
Mecca Cosmetica In a Good Light Illuminating Drops SPF30
This product stands out because it’s both a makeup and skincare product. Instead of a typical highlighter that just reflects light, these drops combine SPF filters, skin-conditioning ingredients, and light-reflecting pigments to give a more natural, “lit-from-within” finish.
What makes it effective:
- SPF30 filters (chemical + mineral): provide daily protection against UV damage while you wear it
- Niacinamide: helps improve skin tone, smooth texture, and boost radiance over time
- Glycerin + panthenol: attract and hold moisture, keeping skin looking hydrated and plump
- Vitamin E (tocopheryl acetate): supports the skin barrier and helps protect against environmental stress.
- Light-reflecting pigments (mica, mineral particles): create that soft glow without looking glittery or heavy
Being an innovative multipurpose product that combines primer, glow, and SPF in one serum, it is not difficult to wonder why this product emerged as an award-winner.
Best Haircare Product Winner
GHD Chronos Curve Max Wand
Most curling tools rely on high heat, which can lead to uneven results and damage. This wand, however, uses curl-responsive technology that keeps the temperature consistent across the barrel, so the hair is styled evenly from root to tip. It provides controlled heat and better distribution, styling your hair smoothly without having to use aggressive techniques.
What makes it effective:
- Consistent 185°C temperature: avoids hot spots, which helps reduce unnecessary heat damage
- Curl-responsive technology: adjusts heat during styling for more controlled, even curls
- Anodised barrel coating: helps reduce frizz and improves shine during styling
- 38mm large barrel: creates loose, natural waves instead of tight curls
An alternative we often recommend is the Babyliss Pro Nano Titanium Barrel Wand-Oval, perfect for creating loose, natural-looking waves.
Best Clean Beauty Product Winner
Beauty of Joseon Daily Tinted Fluid Sunscreen SPF30
This sunscreen offers lightweight protection + skin-friendly ingredients, without feeling heavy or overly cosmetic. As a premium skin care product from an advanced South Korean brand, it offers a silky finish to your skin on top of effective UV protection.
What makes it effective:
- SPF 40 (broad-spectrum): protect the skin from daily UV exposure, which is one of the main causes of premature aging
- Niacinamide: helps improve uneven tone, reduce dullness, and support a clearer-looking complexion
- Hydrating base (glycerin-type humectants): keeps skin comfortable and prevents that dry, tight feeling often associated with SPF
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Light-reflecting pigments: even out the skin visually without heavy coverage or clogging pores
Best Luxury Beauty Product Winner
Valentino Beauty Anatomy of Dreams – Sogno in Rosso Parfum
This perfume reflects luxury not just in terms of its branding, but how complex and layered the formulation is. Unlike simpler fragrances that rely on one dominant note, this one is built with a multi-layered structure of spices, creamy accords, florals, and deep base notes, so the scent evolves as you wear it.
What makes it effective:
- Black pepper + juniper (top notes): give an immediate sharp, slightly spicy opening that feels fresh but bold
- Milk foam accord + orange blossom (heart): add a soft, creamy warmth that makes the fragrance feel smooth and wearable rather than harsh
- Vanilla bourbon + sandalwood + ambergris (base): create depth and long-lasting richness, which is what makes the scent linger on the skin
How it performs on the skin:
- Starts fresh and slightly sharp, then softens into a creamy, warm scent
- Develops over time instead of staying one-dimensional
- Has strong longevity due to deeper base notes like vanilla and amber
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Leaves a noticeable but refined scent trail
Best Budget-Friendly Beauty Product Winner
Vaseline Gluta-Hya Dewy Radiance Serum Burst Lotion
This lotion stands out because it delivers visible results at a very accessible price point. Combining multiple active ingredients for brightening, hydration and barrier support in one formula, it’s an effective serum-lotion hybrid that evens out skin over time.
What makes it effective:
- Niacinamide (Vitamin B3): helps improve uneven tone and dullness while supporting smoother-looking skin
- Glutathione (GlutaGlow complex): targets dull-looking skin and helps boost overall radiance
- Hyaluronic acid (sodium hyaluronate): draws moisture into the skin, giving a plumper, hydrated look
- Glycerin + amino acids: help maintain hydration and support the skin’s natural barrier
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Occlusives like petrolatum + silicones: lock in moisture and smooth the skin surface
Best Innovative Beauty Product Winner
The Inkey List Exosome Hydro-Glow Complex
This product was recognized because it introduces something that’s still relatively new in everyday skincare - exosome technology.
Exosomes are essentially tiny signaling molecules that tell your skin cells how to behave - like when to repair, renew, or produce more collagen. Instead of forcing the skin with strong actives (like acids or retinoids), this approach focuses on helping the skin function better on its own.
What makes it effective:
- Plant-derived exosomes: help trigger skin repair, reduce redness, and support faster renewal at a cellular level
- Collagen stimulation: shown to boost collagen production significantly, improving firmness and elasticity over time
- Prickly pear extract: gently resurfaces the skin, improving texture without harsh exfoliation
- Ectoin + hyaluronic acid: strengthen the skin barrier and provide long-lasting hydration
- Peptides (Kollaren™): support skin structure and firmness
At Image Beauty, we offer an equivalent exosome based serum that is worth an addition to your skincare routine - the Peter Thomas Roth Collagen Skinjection Plumping and Firming Serum.
Best Anti-Aging Beauty Product Winner
Shark Cryo-Glow Under-Eye Cooling & LED Anti-Ageing Mask
This product combines LED light therapy + cooling technology, which target different signs of aging at the same time. It works by stimulating the skin and improving circulation, especially around the delicate under-eye area. It works best for early to moderate signs of aging (fine lines, loss of firmness), puffy under-eyes, dark circles, pigmentation and combination skin.
What makes it effective:
- Red LED light: helps stimulate collagen production, which improves firmness and reduces the appearance of fine lines
- Blue LED light: targets breakouts and helps keep skin clearer (useful for combination or acne-prone skin)
- Under-eye cooling plates: reduce puffiness and help constrict blood vessels, which can improve the look of dark circles
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Hands-free design: allows consistent use, which is key for seeing results with devices like this
Best Beauty Tool Winner
Victoria Beckham Beauty The Signature Brush Suite
This brush set was recognized in the Next In Beauty Awards for how it improves application, blending, and overall finish. The set includes soft, high-quality synthetic fibers that pick up the right amount of product and distribute it evenly. That means less patchiness, smoother blending, and a more natural-looking result, whether you’re working with foundation, cream products, or powders.
What makes it effective:
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Ultra-soft synthetic bristles: help apply product evenly without streaks or harsh lines
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Balanced density: picks up enough product without overloading the skin
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Shape-specific brushes: designed for precise areas like under-eyes, contour, and blending edges
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Works across textures: suitable for creams, liquids, and powders
As an alternative, we highly recommend the Royal Brush Essentials Professional 18 Piece Set - perfect for makeup enthusiasts, professionals and just anyone who wants a brush set that works smoothly.
Editor’s Choice – Next In Beauty Awards
Oskia Midnight Elixir
Oskia Midnight Elixir stacks multiple advanced technologies in one formula, built around bio-mimetic growth factors (EGF complex), peptides, melatonin, and antioxidants, all incorporated to support how the skin repairs itself overnight.
What makes it an Editor’s Choice is how it works with the skin’s natural nighttime cycle. Ingredients like melatonin and sea fennel help support overnight regeneration, while growth factors and peptides signal the skin to produce more collagen and improve elasticity. At the same time, niacinamide, oat ceramides, and amino acids help strengthen the skin barrier, so the skin doesn’t just look better but functions better as well.
By targeting repair, regeneration, and long-term skin health all at once, it feels like a complete night treatment rather than just another serum.
Key Trends from the Next In Beauty Awards Winners
Looking across the winners, a few clear patterns start to show, reflecting where the beauty industry is heading, such as
- Multi-functional formulas: Products are doing more in a single step, like combining SPF with glow, or treatment with hydration.
- Barrier-focused skincare: Many winning products include ingredients that support the skin barrier like ceramides, niacinamide, and hydrating agents.
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Skin-first makeup
Makeup products are blending into skincare, with added benefits like hydration, sun protection, and tone improvement. -
Device-led treatments
Tools like LED masks and microcurrent devices are becoming more common, offering alternatives to traditional creams and serums.
Overall, the trend is moving toward more efficient products that fit easily into the average adult’s everyday routine.
How to Choose Award-Winning Beauty Products for Your Routine
Seeing an award-winning label can be helpful, but it doesn’t automatically mean every product will suit your routine. The key is knowing how to choose based on your own needs.
- Start with your main concern: Whether it’s dryness, dullness, breakouts, or fine lines, choose products that directly address that issue.
- Pay attention to ingredients, not just claims: Look for ingredients that match your goal. For example, retinoids for texture, niacinamide for tone, or hyaluronic acid for hydration.
- Consider your skin or hair type: A product that works well for oily skin may not feel right on dry or sensitive skin, even if it’s award-winning.
- Think about how it fits into your routine: Some products replace a step (like a tinted SPF), while others add one. Choose based on how much time and effort you want to invest.
- Introduce one product at a time: This makes it easier to see what’s actually working and avoids overwhelming your skin.
Final Thoughts on the Next In Beauty Awards Winners
The Next In Beauty Awards introduce us to game-changing products that bring long-term benefits through different approaches, whether that’s improving how a formula works, reducing steps in skin care, or introducing new approaches to skincare and beauty.
For anyone building or updating a skin care routine, these winners give you a shortlist of products that have already been tested and recognized, so you’re not starting from scratch. At the same time, the real value comes from choosing products that suit your own skin, hair, and preferences.
Frequently Asked Questions
When were the Next In Beauty Awards first introduced?
The Next In Beauty Awards were introduced by Who What Wear UK in the early 2020s, and the 2025 edition marked the third year of the awards.
Who are the judges behind the Next In Beauty Awards?
The judging panel includes a mix of beauty editors, dermatologists, makeup artists, hairstylists, aestheticians, and influencers.
Are the Next In Beauty Awards winners tested by beauty professionals?
Yes, all products are tested extensively before being selected. In 2025, over 60 experts tested hundreds of products, documenting performance and results before choosing the final winners.
Where can you buy the Next In Beauty Awards-winning beauty products?
Most winning products are available through official brand websites, major beauty retailers, and online stores.
How do the Next In Beauty Awards influence beauty trends each year?
Because they focus on recent launches and innovation, the winners often shape what becomes popular in skincare, makeup, and haircare in the following months.
