Shark's CryoGlow and Makeup by Mario's Ethereal Eyes: The Original headlined the Pure Beauty Awards 2026, announced at London's Grosvenor House on 15 October. The ceremony drew more than 300 attendees and, for its 25th anniversary, merged the Pure Beauty Global Awards and the Pure Beauty Awards UK into a single flagship event.

Editor Amanda May set the scale of the contest in her remarks. "I am not going to lie, the competition this year was fierce, with nearly 500 entries across 21 categories," she said. "And being a winner places you into an elite club of brands who have succeeded at shaking up the beauty category, all based on quality, hard work and sheer determination."

How were the winners chosen?

A new dual process determined each result. An independent panel of beauty industry experts selected the 'Judges Choice' winners, while the general public voted for the 'Readers Vote' recipients — a structure the organisers say recognises that industry expertise and consumer appeal offer distinct, equally valid perspectives on product performance.

Ateh Jewel, award-winning beauty journalist, brand founder and diversity advocate, hosted the ceremony.

May framed the consolidation in global terms: "This new global programme celebrates the very best beauty products and brands from across the international industry." Sponsors included Beauty Bulb Live London, Eurofins, JustMyLook, Revieve, Cosmetics Business and others.

Which hair care products won?

For salon professionals, the hair and scalp category returned two winners:

• Best Hair and Scalp Product — Judges Choice: Cut by Fred, Vegan Repair Cream
• Best Hair and Scalp Product — Readers Vote: MONAT, IR Clinical Hair Thinning Defense Scalp Serum

In styling:

• Best Hair Prep or Styling Product — Judges Choice: Scandinavian Biolabs, Sea Mineral Spray
• Best Hair Prep or Styling Product — Readers Vote: Curl Jar, Style + Treat Curl Activator

The Curl Jar win signals consumer appetite for texture-specific styling — the Style + Treat Curl Activator targets curl definition and conditioning in one step, a positioning that resonated with readers this year.

What won beyond hair?

The full category results:

• Best Tool or Device: Shark CryoGlow (Judges); AVologi Lumnen (Readers)
• Best Body Care Product: Neom Wellbeing Perfect Night's Sleep Magnesium Body Butter (Judges); Elemis Pro-Collagen Marine Body Cream (Readers)
• Best Bath and Shower Product: Grace Cole Radiant Blossom Cream Oil Body Wash (Judges); Baylis & Harding Goodness Coconut, Vanilla & Shea Natural Body Wash (Readers)
• Best Sun Care Product: litt SUN Sun Cheek Stick Mineral Sunscreen SPF 50+ (Judges); 2btanned SPF 50 Protect & Tan (Readers)
• Best Fragrance: Brioni Iris Exquis (Judges); aaron terence hughes hombre (Readers)
• Best Lip Product: Laneige Glaze Craze Tinted Lip Serum (Judges); Clinique Almost Lipstick Black Honey (Readers)
• Best Eye or Brow Product: Makeup by Mario Ethereal Eyes: The Original (Judges); Douvall's Argan Brow Tinted Growth Serum (Readers)
• Best Complexion Product: Sculpted by Aimee Cream Cushion Foundation (Judges); Kohll Beauty Fort FFix Selamento Blindado (Readers)
• Best Natural and Organic Product: wype Starter Bundle (Judges); Tropic Sun Spritz Facial Tanning Mist (Readers)
• Best Professional Product or Treatment: HD Brows Brow Sculpt One Step (Judges); Simon Ourian M.D. The Core Daily Essentials (Readers)
• Best Moisturiser: This Is Silk Rich Silk Cream (Judges); Atomy Absolute CellActive Nutrition Cream (Readers)
• Best Serum: Dr Vanita Rattan Antioxidant Power Serum (Judges); Trinny London Take Back Time Skin Vitality Elixir (Readers)
• Best Cleanser: Tropic Renewing Cleanser (Judges); gem & tonic Nourishing Cream Cleanser (Readers)
• Best Face Mask or Exfoliator: Aquamax Ultimate Orchid Exo-PDRN Repair & Soothe Super Mask (Judges); Medicube PDRN Pink Collagen Gel Mask (Readers)
• Best Wellness Product: Spa Ceylon Ayurveda Sleep Intense Dream Balm (Judges); Flourish Emporium Calm (Readers)

Who led the innovation categories?

The Ordinary achieved a rare double, taking both the Judges Choice and Readers Vote awards for Best Marketing Campaign with The Periodic Fable.

• Best Collaboration: Jo Malone London x Paddington Orange Marmalade Cologne (Judges); Floral Street Enchanted Masquerade for Bridgerton (Readers)
• Best New Indie Brand: The Monte Club (Judges); CASSIE (Readers)
• Rising Star in Beauty: Ruth De Leo

With the merged format now in place and entry numbers near 500, the 2027 edition will show whether the dual judging structure becomes the programme's permanent standard.