The Glossy Pop Awards recognize the best and most culturally relevant beauty and fashion products, campaigns, people and brands. This year’s finalists are going beyond straightforward product marketing to create memorable, real-world and digital experiences that deepen emotional connections, foster communities and generate cultural buzz across touch points.
In the Brand of the Year category, nominees include Rhode. Launched in 2022 by Hailey Bieber and acquired by E.l.f. Beauty in 2025, Rhode has expanded beyond skincare into a brand built around community, cultural relevance and immersive experiences. Over the past year, the brand translated viral product launches into destination activations, including Rhode World at Coachella, a beach club in Mallorca and Snow Club in Montana, while successfully extending demand into retail. Its Sephora debut became the retailer’s largest North American beauty launch, with three products sold every second during opening weekend. Combined with record-breaking launches internationally and rapid business growth, Rhode demonstrated how experiential marketing and community engagement can drive sustained commercial success.
Among the nominees in the new Brand x Brand Product Collaboration category are Coach and The Sims 4. Coach expanded its gaming strategy by launching an open-access collection in The Sims 4, bringing its “Courage to Be Real” brand platform into one of gaming’s most creative communities to authentically engage younger audiences. Players could customize avatars and virtual spaces with Coach apparel, handbags and accessories, while an integrated campaign spanning influencer partnerships, media outreach and community competitions extended the activation beyond the game. The campaign generated 31.9 million in-game impressions, 122 million item try-ons and 75,000 downloads, increasing brand familiarity, consideration and purchase intent.
Dove is shortlisted in the Best Ambassador Program category. The brand brought its Advanced Care antiperspirant to the 2025 U.S. Open with a campaign that transformed an everyday product into a cultural talking point. As the tournament’s “Official Sponsor of Underarms,” the brand invited fans to compete to become Dove’s inaugural Underarm Ambassador. The campaign combined creator partnerships, social storytelling, experiential activations and real-time tournament coverage to extend the sponsorship beyond the courts and into online conversation. The initiative delivered the largest user-generated content effort in Dove’s history, generating 146 ambassador submissions that reached 8.9 million people. The selected ambassador shared 13 pieces of live tournament content that generated more than 165,000 views in 72 hours.
Stay tuned for the reveal of this year’s winners. In the meantime, check out the full shortlist below.
Beauty Product of the Year – NEW
Dove Serum+ Radiance Oil
Kiehl’s Ultra Facial Cream Medicated
L’Oréal Paris – Launch of EverPure Iron Sleek
OLAPLEX – No.3PLUS Complete Repair Treatment
Olive & June
Tower 28 – Launch of GetSet® Matte Powder Blush
Best Ambassador Program
Thayers Slayers
Beekman 1802, Kindness Krew
Paris Hilton, Paul Mitchell Global Ambassador
Bubble Skincare Ambassador Program
Dove Advanced Care’s US Open Underarm Ambassador Program
FASHIONPHILE x Cardi B for Best Ambassador
Best Brand Activation
MAC Cosmetics x Sephora Launch
Old Navy & Gamefam: Building Brand Love on Roblox
Summer Fridays – The Miami Beach Club
Maybelline New York Hannah Montana Anniversary Activation
rhode World
Garnier x Rolling Stone x Young Miko at SXSW
Best Brand Sport Partnership
OLLY x Golden State Valkyries Partnership
Blueair x Jessica Pegula: Control What You Can
Unrivaled’s Partnership with Sephora
Saie Named an Official Partner of the New York Knicks
Nutrafol & Major League Baseball “Hats Off”
Goody Hair x Varsity Spirit Partnership – Goody Holds Strong
Best Brand X Influencer Content Collab
John Frieda x The Nader Sisters Hot Hair Hotline Campaign
e.l.f. Cosmetics x Maura Higgins Social Stunt
CeraVe x Jake Shane Skinterrogation Experience at AAD
Pits + Giggles: Dove Clinical + Care x Hannah Berner
essie x Meg Stalter: Feet Pics on Main Stunt
Derma E Vitamin C Bright Hydro Gel Eye Patches x Joe Jonas
Best Brand x Influencer Product Collab
Dossier x Allyiah
TRESemmé x Paige DeSorbo NYFW Influencer Collaboration
Garnier x TJ Palma — Curl Construct Mousse or Moose Stunt
Best Brand/Retailer Event
John Frieda Hot Hair Hotline Campaign Launch Event
Too Faced – Born This Way Foundation Pop Up Tour
e.l.f. SKIN x Wake The e.l.f. Up Event Series
Cymbiotika x ULTA Beauty: Glow From Within Event
The Estée Lauder Companies’ Celebration on Prince Street
IPSY – IPSY SoHo Pop-Up
Best Campaign: Brand Launch
Supersuite Brand Launch
Laura Geller Beauty – Baked Gelato Campaign Ft. Debi Mazar
essie Color With A Reputation Campaign
Best Campaign: Product Launch
Prada Beauty Touch Blush x Bella Hadid
Naturium – Multi-Peptide Advanced Body Wash Launch
Armani beauty Luminous Silk Foundation
OLAPLEX – No.3PLUS “Science Never Looked So Good” Campaign
MERIT The Uniform
Naturium – Multi-Peptide Advanced Body Wash Launch
Best Community Engagement Strategy
Cécred Roadshow: A Cowboy Carter & Ulta Beauty Experience
Best Community Engagement Strategy- The Hair That Shapes You
Kendra Scott
Old Navy & Gamefam: Building Brand Love on Roblox
Coach x The Sims 4
IPSY – IPSY Takes NYC
Best Influencer Event – NEW
C-Suite Summit For Pure C Launch + International Women’s Day
“Scent & The City” Creator Trip w/ eos Products
WET BRUSH AND GOODY HAIR X JENNA PALEK BARRE TO BRUNCH
IPSY – IPSY Takes NYC
Ulta Beauty – Ski Week: Top-Performing Influencer Event
Garnier Nutrisse Glossy Curls x La Casita de Curls
Best Social Commerce Campaign
Calzedonia x January Digital: Social Built to Saturate
Best Use of Instagram
e.l.f. Cosmetics “Date with Death” Social Stunt
M·A·C Cosmetics — MACzine Digital Magazine Debut
MERIT
Best Use of TikTok
Simply Mandys
MAC TikTok Shop Grand Opening: Record-Breaking Launch
Best Use of TikTok Shop
Dossier
Instant FIRMx Eye Easy-Wear Formula
Rael x Iced Media: Tiny Spikes, Giant Results
Best Use of Video
IPSY – I Play Beauty
Bliss Summer Superhero Campaign Ft. Snooki
Sulwhasoo & VDX.tv – Video-Driven Beauty Rebrand
Tecovas’ Love Letter to Texas Film
Brand of the Year
CeraVe
KAYALI
Kiss Nails
Maybelline New York
rhode
Salt & Stone
Brand x Brand Product Collaboration – NEW
Glow Recipe x Beautyblender Watermelon Glow Kit Launch
Gilmore Girls x Bliss Collection
Coach x The Sims 4
Brand Collaboration: TRESemmé x Luar
Brand x Brand Product Collab – Dove x Bridgerton
Vaseline x Red Lobster Kissing Booth Collaboration
Fashion Product of the Year – NEW
Clarisse Jacket Fuels Hill House Category Growth
Founder of the Year
Chelsea Riggs, amika
Nicolas Travis, Allies of Skin
Hailey Rhode Bieber, rhode
Mona Kattan, KAYALI
Shai Eisenman, Bubble Skincare
Shaina Rainford, Bask and Lather Co.
Influencer Founded Brand of the Year
LEDDA by Stephanie Ledda
NYKZ
Most Innovative Use of Influencer Marketing
C Suite Ambassadors
Beekman 1802, Milk RX Eye Treatments x Lipstick Lesbians
SheaMoisture: Silk Press In A Bottle
Intimissimi x January Digital: Fabric-Led, Creator-Driven
Most Innovative Use of Influencer Mkting – Dove x Bridgerton
Wellness/Fitness Product of the Year – NEW
Lifeway Foods Launch of Probiotic Smoothie + Collagen
NEOM Wellbeing Essential Oil Roll-On Pen Collection
Teal Health’s Teal Wand
Visby Medical
Filterbaby Bath Filter
Bounce Mode Healthy Pixie
Beauty Influencer of the Year
Alix Earle
Salish Matter
Olivia Jade Giannulli
Glamzilla
Dr. Muneeb Shah
Fashion Creator of the Year
Paige Lorenze
Brigette Pheloung
Kate Bartlett
Nicole Sahebi
Jordyn Woods
Campus Creator of the Year
Emma Ambrose
Christina Lengle
Sophie Heaton
Addison Campbell
Crishawn Wills
