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 second annual Next in Beauty Awards, and for good reason: 86% of our beauty-loving audience integrate innovative products into their routines, and they are first within their peer set to do so. Equally engaged in what’s trending within the beauty sphere, Who What Wear UK’s reader is always primed for something new, effective and ground-breaking, and it’s no doubt that they’ll influence others to follow them. 

We're providing the opportunity for brands, big or small, to showcase and enter their products across a range of categories, including makeup, hair, skincare, body and nails, and more. Our esteemed panel of judges, featuring editors, influencers and beauty experts, will meticulously put these products to the test and help us to identify and spotlight the ones that deliver on their promises and give seriously impressive results. 

The awards will be announced in October 2024 at an exclusive event, as well as through engaging content on site and social to our 2.4m audience.

The entry deadline is 6pm on Friday 28 June 2024.

At Who What Wear UK, innovation is our love language. We’re always looking for new ways to support and champion new techniques and technologies that make the beauty industry a more exciting, engaging and inclusive place. So how do we define innovation?

• Game-changing formulas, clever ingredients and inclusive ranges for all
• Truly genius gadgets, tech tools and developments and science-driven results 
• A spotlight on sustainability and consciousness, be it packaging, ingredients, product circularly or traceable philanthropy  
• Future-shaping connections bridging the gap between brand and consumer in new ways, be it via social media or in-person activations
• Products and treatments that not only do what they promise but also overdeliver in confidence 

Does this sound like your brand or product? Then you’re invited to apply to Who What Wear UK's Next in Beauty Awards.