In year two of the Glossy Pop Awards, Glossy continues to recognize the best and most culturally relevant beauty and fashion products, campaigns, people and brands. This year’s winners exemplify inclusivity, innovation and community.
Case in point: Benefit Cosmetics earned the Best Brand Activation award — a new category this year — for its “Most Wanted” campaign, the brand’s largest giveaway to date. Shoppers at Ulta who spent $65 on Benefit products received a limited-edition bandana bag and a scratch-off ticket for prizes, including a custom pink Ford Bronco. The western-themed promotion launched with a Saddle Ranch Chop House event featuring influencers, press and makeup artists. More than 12,000 scratch-off cards were redeemed, opt-in rates hit 100% and social media buzz topped 27 million views, boosting sales of Benefit’s core products in Ulta stores and online.
Dove secured two wins this year — Best Campaign: Product Launch and Best Community Engagement Strategy (a new category this year) — for its unexpected yet viral collaboration with Crumbl. The limited-edition body care line, inspired by Crumbl’s cookie scents, mirrored the bakery’s hype-driven weekly drops with influencer-led launches and fan-inspired products. Pop-up trucks brought the experience to Walmart shoppers nationwide, while a social-first strategy generated 3.4 billion earned impressions and 78 million social views. The campaign sparked over 5,000 social mentions and 334 fan videos, with 86% of buyers new to Dove. By tapping into online culture, the brand transformed from a legacy name into one Gen Z could not resist.
TRESemme won Best Brand x Influencer Product Collab for its “Give Gloss” campaign with Paige DeSorbo, Bravo’s “Summer House” star and “Giggly Squad” co-host. The launch of the Lamellar Gloss Collection featured a 72-hour New York activation with beauty master classes, immersive events and a playful “1-800-Gloss” podcast hotline episode. Blending humor, style and authenticity, the partnership resonated with Gen Z and millennial audiences, earning 195 media placements, 5.8 billion impressions and a click-through rate well above benchmarks. The campaign positioned the gloss line as a must-have while reinforcing TRESemme’s cultural relevance and leadership in accessible, salon-quality hair care.
This year’s winners showcase how creative concepts, cultural relevance and strong execution can turn campaigns into standout moments.
Explore all the 2025 Glossy Pop Awards winners below — including a quick rundown of the campaigns and insights into why they won and what marketing teams can learn from them. Download the complete guide here.
Best Ambassador Program
OLAPLEX
Best Brand Activation – NEW
Benefit’s Most Wanted Campaign: Pink Bronco Giveaway!
Best Brand Sport Partnership – NEW
Knix Sport Your Period™ Campaign
Best Brand X Influencer Content Collab
Garnier Micellar Cleansing Water Duos 360 Campaign
Best Brand x Influencer Product Collab
TRESemmé 72 Hours of Gloss Activation
Best Brand/Retailer Event
Glow Recipe – LA + New York Night Market
Best Campaign: Brand Launch
Being Haircare
Best Campaign: Product Launch
Dove x Crumbl
Best Community Engagement Strategy – NEW
Dove x Crumbl
Best Social Commerce Campaign
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
Iced Media and Moroccanoil – Smells Like a Winner
Best Use of TikTok Shop – NEW
MAËLYS
Best Use of Video
January Digital + amika: Powering Launch Through Video
Best Use of YouTube
Bubble Skincare
Brand of the Year
Filterbaby, better water = better skin and hair
Founder of the Year
Isabel Alysa, Dolce Glow
Influencer Founded Brand of the Year – NEW
Mari Llewellyn and Bloom: Reimagining Wellness Essentials
Most Innovative Use of Influencer Marketing
Dove & Collectively – 20th Anniv. Campaign for Real Beauty
Product of the Year
Infallible 3-Second Setting Spray
Beauty Influencer of the Year
Mikayla Nogueira, @mikaylajmakeup
Fashion Influencer of the Year
Nara Smith, @naraaziza
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