All entries will be considered for the prestigious accolades of Best In Class—only the highest-calibre products and brands will make this cut. This honed edit will showcase the winners that stood out the most during our comprehensive judging process, delivering unparalleled results and officially making them the top beauty innovations and trailblazers of 2025.

You won't be able to nominate your product for the Best in Class categories in the entry form, but if your product is entered in any of the other product categories, it will automatically be in the running for a Best in Class accolade. 

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 what are we looking for?

• 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 circularity 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 

Entries must be submitted by 11:59pm on June 26, 2025.

Please post two products per entry. If you are entering a range/whole brand category please send two of the hero product only. 

FAO: Fiona McIntosh, WWWUK Next in Beauty
121 - 141 Westbourne Terrace, Paddington, London, W2 6JR

PRODUCTS MUST ARRIVE BY 6PM ON 11 JULY 2025.

Unfortunately we cannot return entry samples.

Yes, products can be launched at any time unless otherwise stated for the specific category (eg New Perfume Launch) 

No, any companies can enter, as long as their products are available for purchase in the UK. 

You can enter your product into multiple relevant categories. Each entry is £210 + VAT per product, per category.

Winning brands will be notified by emailed in early October 2025. Winners will be celebrated at our awards event later in October 2025, where we will also announce our Best in Class winners. The winners are embargoed until after the awards gala. Winners will also be announced to the Who What Wear community with exclusive content created by the beauty team, on Who What Wear UK and across our social platforms. 

Yes, we have a number of licensing packages available to winning and highly commended entries so that you can make the most of your accolade. To request packages and costs please contact efi.mandrides@futurenet.com

We require card payment at the point of entering online. 

We can supply an invoice for amounts of £1,000 + VAT or more. Please contact wwwawards@futurenet.com to request payment by invoice. 

To allow smaller and independent businesses the same opportunity to enter their products into Next in Beauty, we have created a small business entry option. This is discounted to £150 + VAT per product, per category, and your business must have an annual turnover of under £90,000 to qualify for this discount. Please use discount code SB at the checkout.