The Pure Beauty Awards 2025 winners have been revealed, with Rare Beauty, Glow For It, Medik8, Dr Sam’s and Slate Body among the brands that took home trophies.
More than 300 people attended the prestigious ceremony, which took place at London’s Grosvenor House on 23 October, shining a spotlight on the products that have shaped the UK’s beauty landscape over the past year.
Now in its 24th year, the Pure Beauty Awards was hosted by British television star Jenni Falconer and spanned an incredible 22 categories across beauty tools and devices, make-up, hair care, skin care, wellness and more.
“Being a winner places you into an elite club of brands who have succeeded at shaking up the beauty landscape, all based on quality, innovation and sheer determination,” said Pure Beauty Editor Amanda May at the ceremony.
“And now in its 24th year, the Pure Beauty Awards is proud to still be the ultimate flagship event that recognises beauty’s true shining stars.
“From exciting start-ups and household names, to new-age sustainable formulations and amazing scentscaping, we recognise trailblazers who are making beauty more accessible, inclusive and sustainable.”
A special thank you to the Pure Beauty Awards 2025 sponsors: Arbelle, Arthur Edward, Dachser, Eurofins, EXPAC, Group55, HBI Design Plus, Herbmoda, House of Beaut, JustMyLook and Lemonpath.
Plus, London Beauty Artists, Micro Delta Packaging, Nuon, Rainbow Cosmetics, Robertet, Skcin Skin Cancer UK Charity, Somerce, Sprint Logistics, Staci and Wormser UK.
Meet the winners of the Pure Beauty Awards 2025…
TOOL OR DEVICE
Best New Tool or Device
Gold: METIME Ritual, Wireless LED Light Therapy Mask
Silver: BARBERBOSS, Advanced Jet Water Flosser
Bronze: Glossom, SuperHydro Patch
Highly Commended: Silk'n, LED EMS Face Mask
BODY CARE
Best New Body Care Product
Gold: WONDERBALM, KOREAN BEAUTY ALL PURPOSE + NATURAL
Silver: THE AYURVEDA EXPERIENCE, BLAVANA Body Lotion
Bronze: SUNKISSED, HYDROGLOW 12 HOUR HYDRATING FACE TANNING SERUM
Highly Commended: PALMER'S, BRAZILIAN COCO CREAM
Best New Bath and Shower Product
Gold: SLATE BODY, The Collection
Silver: LAURA MERCIER, AMBRE VANILLE HONEY BATH
Bronze: I LOVE, WHIPPED SHOWER FOAM
Highly Commended: IMPERIAL LEATHER, Foamburst
Best New Sun Care Product
Gold: 2bTanned, SPF50+ glow serum
Silver: HUSN, HYDRA SHIELD
Bronze: MERIT, The Uniform TINTED MINERAL SUNSCREEN
Highly Commended: SUNSOLVE MD, ZnO + Mineral CareCORRECT + FADE
FRAGRANCE
Best New Fragrance
Gold: GHAWALI, LOVE NOTE
Silver: ELECTIMUSS, Caspain Cherry
Bronze: Kilian PARIS, ANGELS' SHARE PARADIS
Highly Commended: Maison Francis Kurkdjian Paris, APOM
HAIR CARE
Best New Hair and Scalp Product
Gold: arbonne, HAIR CARE SCALP ELIXIR
Silver: amika, midnight mender overnight strength repair treatment
Bronze: INNERSENSE, HAIR RENEW SCALP HAIRBATH
Highly Commended: AVEDA, MIRACULOUS OIL
Best New Hair Prep or Styling Product
Gold: The doux, MOUSSE DEF TEXTURE FOAM
Silver: NATURE SPELL, GROWTH COMPLEX ROSEMARY WATER LEAVE-IN CONDITIONER
Bronze: NEAL & WOLF, HYDRATE LEAVE-IN CONDITIONER SPRAY
Highly Commended: K18, AstroLift reparative volume spray
MAKE-UP
Best New Lip Product
Gold: TROPIC, LIP SILK plumping ceramide serum
Silver: Calling., Mega Bite
Bronze: rhode, peptide lip shape
Highly Commended: Dr.PAWPAW, WICKED x Dr.PAWPAW Enchanting & Glimmer Lip Balm Duo
Best New Eye or Brow Product
Gold: glow for it, lash FOCUS MASCARA
Silver: DOUVALL'S, ARGAN GROWTH SERUM MASCARA
Bronze: MARY KAY, GREAT HEIGHTS MASCARA
Highly Commended: MODELROCK LASHES, Press-On Lashes Ready-to-Wear ALL A FLUTTER
Best New Complexion Product
Gold: Rare Beauty, Soft Pinch Matte Bouncy Blush
Silver: LAURA MERCIER, TINTED MOISTURIZER NATURAL DEWY
Bronze: arbonne, SHEER COVERAGE SKIN TINT
Highly Commended: GLOW RECIPE, WATERMELON GLOW NIACINAMIDE DEWY FLUSH
NATURAL AND ORGANIC
Best New Natural Beauty Product
Gold: SUNKISSED, HYDROGLOW 12 HOUR HYDRATING TANNING MOUSSE
Silver: The Organic Pharmacy, DAILY MINERAL SPF 30 UV PROTECTION
Bronze: natural organic family, FACE CREAM FOR KIDS WITH 30 SPF
Highly Commended: NEAL'S YARD REMEDIES, Vegan Wild Rose Beauty Balm
PROFESSIONAL BEAUTY
Best New Professional Product or Treatment
Gold: Medik8, Crystal Retinal Age-Defying Facial
Silver: Hydrafacial, HydraFillic with Pep9
Bronze: HERBMODA, Powder Crystal Renewal Enzyme Set
Highly Commended: BTL, EMFACE
SKIN CARE
Best New Moisturiser
Gold: NIP + FAB, CERAMIDE FIX BASE BUILD MOISTURE MILK 8%
Silver: THE AYURVEDA EXPERIENCE, KESARADI DAILY GLOW FACE OIL
Bronze: NecessaryGood, BRIGHT & HYDRATED MOISTURISER
Highly Commended: DOCTRINE, INFINITE HYDRATION Gel Cream Moisturiser
Best New Serum
Gold: grüum, skal FACIAL SERUM
Silver: THE INKEY LIST, EXOSOME HYDRO-GLOW COMPLEX
Bronze: Medik8, LIQUID PEPTIDES ADVANCED MP
Highly Commended: Dr. Gabriela SingleSkin, Face Serum with Hyaluronic Acid
Best New Eye Product
Gold: Dr Sam's, FLAWLESS BRIGHTLY EYE SERUM
Silver: Mii, BRIGHT EYED FIRM + SMOOTH HYDROGEL MASK
Bronze: Dr. Gabriela SingleSkin, Eye Cream for Delicate Skin Around the Eyes
Best New Cleanser
Gold: Lacura, CLEANSING BALM
Silver: TROPIC, HYDRATING CLEANSER refreshing facial gelée
Bronze: PERL, BALANCING CLEANSING BALM
Highly Commended: Ayu Skin, Cleansing Balm
Best New Face Mask or Exfoliator
Gold: BYROE, AVOCADO RENEWAL 2-IN-1 CLEANSER & EXFOLIATOR
Silver: grace & stella, Energizing Eye Masks
Bronze: MARY VALENTINE, Raw Cocoa & Hemp Seed Revitalising Face Mask
Highly Commended: URenew, BIO COLLAGEN ANTI-AGING HYDROGEL MASK
WELLNESS
Best New Wellness Product
Gold: Flourish Emporium, Grandad's Garden
Silver: TOLD LONDON, HIGHLAND RETREAT, SCOTLAND FRAGRANCED CANDLE
Bronze: arbonne, COOLING MIST
Highly Commended: So Divine, beauty vibe
OUTSTANDING INNOVATION
Best New Ingredient
Gold: Lady Purple, produced by Active Cells and distributed by Azeco Cosmeceuticals
Silver: Croda Beauty, Natrineo CR8
Bronze: Mibelle Biochemistry, DracoBelle Nu sd
Highly Commended: Symrise, SymLash XTreme
Best New Sustainable Innovation
Gold: KinKind, FRESH as a daisy! Refillable Anti-Perspirant Deodorant
Silver: NU SKIN, ageLOC Tru Face Peptide Retinol Complex\
Bronze: POMÉLO+CO, Molecular Repair Shampoo and Conditioner
Highly Commended: BEAUTY KITCHEN, ORGANIC SHAMPOO ROSEMARY MINT
Best Indie Brand
Gold: SLATE BODY
Silver: Gallia Rae
Bronze: TOLD LONDON
Highly Commended: Calling.
Best New Beauty Brand
Gold: Glossom
Silver: MUNCH
Bronze: MiQuest
Featured companies
- Companies:
- Croda Beauty
- Tropic Skincare
- Dr PawPaw
- BEAUTYPRO Ltd
- Innersense Organic Beauty
- Neal and Wolf
- Rare Beauty
- Nature Spell
- The Inkey List
- Grums
- Miiskin
- NecessaryGood
- K18 Hair
- Pomélo+Co
- Symrise
- MERIT Beauty