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 third annual Next in Beauty Awards, and for good reason: 86% of our beauty-loving audience integrates 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 groundbreaking, and there’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 categories including makeup, hair, skincare, fragrance and body and nails. Our esteemed panel of judges, featuring editors, influencers and beauty experts, will meticulously put these products to the test and help us identify and spotlight the ones that deliver on their promises and give seriously impressive results. 

The winners will be announced in October 2025 at an exclusive event, as well as through engaging content on site and social to our 2.4m audience.

Entries for Next in Beauty 2025 are now open.