This year’s Glossy Beauty Awards spotlight the transformative trends shaping the beauty industry. Brands are redefining accessible luxury with clean, high-quality products at attainable prices. Personalized and tech-driven innovations, such as AI diagnostics and AR try-ons, are helping consumers curate tailored routines. Purpose-driven initiatives reflect a growing commitment to social impact and sustainability. Community engagement has taken center stage, with brands building vibrant online communities and hosting immersive in-person experiences. These winners exemplify creativity, innovation and cultural relevance, driving the beauty industry forward.
Community engagement was at the center of EOS’s efforts this year, earning the company two awards — the first is for Best Use of TikTok. The EOS “Lotion Lock” campaign turned a viral TikTok trend into a clever marketing success, showcasing the brand’s commitment to engaging with its community. After men’s organic TikTok posts praising EOS lotion went viral, followed by humorous reactions from women, EOS quickly launched the Lotion Lock concept to protect the product from being borrowed. Featuring organic social content, paid ads and collaborations with TikTok creators, the campaign doubled EOS lotion sales, making it the top-selling lotion on Amazon and a national bestseller. With a nearly 3X clickthrough rate, the campaign highlighted EOS’s ability to listen, react and entertain its audience.
The second win for EOS is for Most Engaged Brand Community. The brand accomplished this by prioritizing authentic, two-way connections with its audience. From TikTok campaigns like “DirtyDMs” and “Obsessedimonials” to real-time innovations like the Lotion Lock, EOS turned customer insights into viral moments and tangible solutions. Its playful digital ambassador, Shea, added humor and personality, making skin care fun and accessible. EOS is a leader in fostering loyalty and driving growth, with over 9 million fans and a 1.82% engagement rate. In 2024, it became the fastest-growing mass body care brand and Amazon’s No. 1 bestselling lotion, proving the power of its community-first strategy.
Dove honed in on the impact of tech-driven experiences, vowing to make the imagery of its beauty campaigns different. This commitment earned the brand the Short Form Beauty Video of the Year award. Dove’s “The Code” marked 20 years of its campaign for real beauty by tackling AI-generated beauty standards and championing authenticity. “The Code” pledged never to use AI to replace real women in its ads, setting a new standard in a digital age where 90% of content could soon be AI-generated. The campaign featured Victoria Canal’s rendition of “Pure Imagination” and resonated across 30 countries, garnering over 4 billion organic impressions and widespread acclaim. With 500 million views of its films and unprecedented press coverage, Dove reaffirmed its mission to make beauty a source of happiness, not anxiety.
Community building and engagement continue to be a top focus among this year’s winners, with Rare Beauty pairing it with mental health and securing the win for Best CSR Initiative for its “Make A Good Call” campaign. Rare Beauty’s campaign launched during Mental Health Awareness Month to address the global loneliness epidemic by encouraging genuine connections. The initiative invited individuals to call a loved one or dial 877-HEY-RARE, a hotline featuring heartfelt messages from Selena Gomez and the Rare Beauty team. For those in crisis, resources like the National Suicide Prevention Lifeline were emphasized. The campaign culminated in Rare Beauty’s Mental Health Summit, featuring a conversation with Gomez and the U.S. Surgeon General. With nearly 10,000 hotline calls and over 100 million media impressions, the campaign spotlighted the importance of connection and mental health awareness.
Explore all the 2024 Glossy Beauty 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.
Beauty Brand of the Year
Olive & June
Beauty CEO of the Year – NEW
Arnaud Plas – CEO and Co-Founder of Prose
Beauty Founder of the Year
Cassandra Morales Thurswell — Founder & CEO of Kitsch
Beauty Marketer of the Year – NEW
Kory Marchisotto, CMO of e.l.f. Beauty
Best Beauty Event
Henry Rose: Educating Consumers on Ingredient Transparency
Best Brand Collaboration
Burt’s Bees x Hidden Valley Ranch Limited-Edition Lip Balm
Best Brand or Sub-Brand Launch Campaign
Cover FX Relaunch – Paris Jackson Grammy’s Glam
Best Breakthrough Beauty Startup
Filterbaby, The Most Powerful, Sustainable Water Filtration
Best Breakthrough Wellness Startup
Mad Rabbit
Best Category Launch
Beekman 1802 – Best Category Launch, BioMilk
Best CSR Initiative
Rare Beauty’s Make A Good Call Campaign
Best Custom Beauty Brand
OurX: Personalized Platform for Textured Hair
Best E-Commerce Experience
Envision Horizons and Kopari: Amazon Suncare Disruption
Best Multi-Platform Campaign
“Cosmetic Criminals” – e.l.f. Cosmetics & Movers+Shakers
Best Product Launch Campaign
NYX Professional Makeup Duck Plump Big Game Campaign
Best Sustainability Initiative
Le Prunier
Best TikTok Shop Activation – NEW
e.l.f. Cosmetics x Movers+Shakers
Best Use of Emerging Technology
LUUM Precision Lash – First Lash Extension Tech Using A.I.
Best Use of Technology
HigherDOSE, Red Light Hat
Best Use of TikTok
eos Lotion Lock Campaign
Clean Beauty Brand of the Year
LAWLESS Beauty
Fragrance Brand of the Year – NEW
Orebella
Hair-Care Brand of the Year
MONDAY Haircare
Inclusive Brand of the Year
Pattern Beauty
Lip Brand of the Year – NEW
MAKE UP FOR EVER Artist Color Pencil Extreme
Makeup Brand of the Year
DKC & MAC Cosmetics
Men’s Beauty Brand of the Year
AXE
PAPATUI
Most Engaged Brand Community
eos Products
Short Form Beauty Video of the Year
Dove “The Code”
Skin-Care Brand of the Year – NEW
Supergoop! – Disrupting the Skincare Industry Through SPF
Wellness Brand of the Year
Perelel
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