The Glossy Pop Awards recognize the best and most culturally relevant beauty and fashion products, campaigns, people and brands. This year’s finalists are increasingly focused on fostering and engaging communities, whether through personalization, social media, influencer collaborations or other innovative brand initiatives.
For instance, in the Best Brand x Influencer Content Collab category, finalist Savage x Fenty featured a diverse cast of celebrities, influencers and real-life couples for its 2025 “Love Your Way” campaign. Launched around Valentine’s Day, the campaign centered on all forms of love — romantic, platonic and self-love — and showcased a broad range of lingerie styles designed for every body type. By combining emotional storytelling, authentic representation and product innovation, Savage x Fenty reinforced its status as a cultural and commercial leader.
In the new Best Community Engagement Strategy category, nominees include Glow Recipe. To mark its 10-year anniversary, the brand launched its most ambitious in-person initiative yet: the Glow Recipe International Masterclass Tour. Designed to bring skincare education directly to consumers, the tour created intimate, immersive events across North America, South America and Europe, including stops in often-overlooked markets. Each session reflected the cozy spirit of the brand’s early days, offering guests personalized skincare guidance, exclusive swag and professional portraits to capture their post-event glow.
K18, a biology-first hair care brand, is shortlisted in the new Best Brand Sport Partnership category. In 2024, K18 partnered with Olympic gymnast Simone Biles for its “Inner Strength” campaign, a multi-year collaboration that elevated both the brand and its message. Biles, the most decorated gymnast of all time, became the face of the brand’s push to redefine what’s possible through science-backed solutions. The campaign emphasized resilience, authenticity and the science of self-expression, with Biles demonstrating how K18’s simplified yet effective products supported her hair health through rigorous routines and real-life moments alike.
Stay tuned for the reveal of this year’s winners. In the meantime, check out the full shortlist below.
Best Ambassador Program
Bubble Skincare
OLAPLEX
Schwarzkopf Professional
OPI x Cynthia Erivo
AppleDoll
Best Brand Activation – NEW
BÉIS Hit the Road with a National Park Tour!
Benefit’s Most Wanted Campaign: Pink Bronco Giveaway!
Clairol x Glamsquad – Clairol House Calls
Knix Sport Your Period™ Campaign with Megan Rapinoe
Redken – Launch of A Better Bang Campaign
INKEY-Only $22 NYC Facial-Exosome Hydro-Glow Complex Launch
Best Brand Sport Partnership – NEW
Madison Reed x UConn WBB Launch Team ColorWonder Campaign
TEREZ, female founded sportswear brand
K18 Hair & Simone Biles
Knix Sport Your Period™ Campaign
Sephora & Unrivaled: Empowering Next Gen Women Athletes
Paula’s Choice x Ilona Maher Partnership
Best Brand X Influencer Content Collab
Garnier Micellar Cleansing Water Duos 360 Campaign
Savage X Fenty – The Love Your Way Valentine’s Day Campaign
Song Candy x amika: Iconic Volume Megamix featuring Snooki
Whitney Leavitt x Vegamour
Best Brand x Influencer Product Collab
CLEARSTEM x Alyssa Lynch MATCHA EYE PATCHES launch
TRESemmé 72 Hours of Gloss Activation
Best Brand/Retailer Event
Donna’s Recipe
Maison Louis Marie
ONE/SIZE by Patrick Starrr
Glow Recipe – LA + New York Night Market
Saie’s SuperSuede Italo Bingo Night
Delicia Pop Up
Best Campaign: Brand Launch
Orebella
Cover FX’s Paris Jackson 2024 Grammys Stunt
L’Oreal Paris Team Infallible
Being Haircare
Philips Sonicare Switch Campaign with Kate McKinnon
Laura Geller Beauty’s National Mature Women’s Day 2025
Best Campaign: Product Launch
Salt & Stone – Launch of Saffron & Cedar Deodorant
Tree Hut – Launch of Enchanting Emerald City
Dove x Crumbl
OPI X WICKED
How Milani Built an In-House 2000s Reality TV Campaign
Rio Radiance SPF Campaign
Best Community Engagement Strategy – NEW
Beekman 1802 – The Kindness Krew
Bliss Pays Your AC Bills Initiative
Laura Geller’s Own Your Age Campaign Ft. Leanne Morgan
Emi Jay – Halo Hair Oil Launch
Dove x Crumbl
Glow Recipe – Masterclass Tour + Social Strategy
Best Social Commerce Campaign
Bliss’ 4th of July Block Party Sale
Drybar – Helen of Troy and Razorfish Feeling Polyglamorous
Best Use of Instagram
The Duality of the Working Woman | Retrofête FW24 Lifestyle Campaign
Best Use of TikTok
Bubble Skincare
Cover FX’s Valentine’s Day Hickey Magic Campaign
Peace Out
Bath & Body Works – Razorfish TikTok Live Shopping Event
Iced Media and Moroccanoil – Smells Like a Winner
goPure Super Brand Day: Sculpt & Tone Arm Cream Launch
Best Use of TikTok Shop – NEW
Dossier
IGK Hair
Infallible 3-Second Setting Spray
MAËLYS
Peta Jane Beauty
Iced Media and Bioré Strip Together for Valentine’s Day
Best Use of Video
Drybar – Helen of Troy and Razorfish Feeling Polyglamorous
January Digital + amika: Powering Launch Through Video
Collective Voice Drives Performance For La Prairie
Best Use of YouTube
Bubble Skincare
Brand of the Year
DedCool
ONE/SIZE by Patrick Starrr
Filterbaby, better water = better skin and hair
Kosas
rhode
Sol de Janeiro
Founder of the Year
Isabel Alysa, Dolce Glow
Amy Liu, Tower 28
Mario Dedivanovic, Makeup By Mario
Patrick Starr, ONE/SIZE by Patrick Starr
Samantha Brett, Founder & CEO of Naked Sundays
Heela Yang, Sol de Janeiro
Influencer Founded Brand of the Year – NEW
Mari Llewellyn and Bloom: Reimagining Wellness Essentials
Daryl-Ann Denner and nuuds
Influencer Founded Brand of the Year: +LUX Unfiltered
Most Innovative Use of Influencer Marketing
Dove & Collectively – 20th Anniv. Campaign for Real Beauty
Intimissimi x January Digital: Impact Through Influence
Savage X Fenty – The Love Your Way Valentine’s Day Campaign
TRESemme Lamellar Gloss x Paige DeSorbo
Kosas x VOGUE
Product of the Year
ONE/SIZE On ‘Til Dawn Setting Spray
Launch of Sweet July Skin’s Coffee Fix Peptide Eye Cream
Infallible 3-Second Setting Spray
On ‘Til Dawn Setting Spray
Glow Recipe Watermelon Glow Niacinamide Dewy Flush
LAWLESS Forget The Filler Foundation
Beauty Influencer of the Year
Abbey Yung, @abbeyyung
Dana Patterson, @danaisabellaaa
Emira D’Spain, @xoxoemira
Mikayla Nogueira, @mikaylajmakeup
Alix Earle, @alix_earle
Monica Ravichandran, @monica.raviii
Aysha Harun, @ayshaharun
Sarah Palmyra, @sarahpalmyra
Roger Who, @rogerwh0
Ava Lee, @glowwithava
Lindsay Silberman, @lindsaysilb
Golloria George, @golloria
Darcei Giles, @missdarcei
Fashion Influencer of the Year
Raeann Langas, @raeannlangas
Ella Grace Mendelsohn, @ellamendelsohn
Amelie Zilber, @ameliezilber
Kathleen Post, @kathleen.post
Kit Keenan, @kitkeenan
Audrey Peters, @audrey.peters
Hannah Chody, @hannahchod
Nara Smith, @naraaziza
Madeleine White, @madeleinecwhite
Halley Kate, @halleykmcg
Jazmyn Smith, @justjazzzyidk
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