Glow Recipe, Starface and Olaplex are 2024 Glossy Pop Award winners

The inaugural Glossy Pop Awards epitomize the industry’s shift toward a more conscious and connected future. Innovation, community building, representation, and empowering creators and artists were among the themes this year’s winners demonstrated.

As fashion and beauty brands evolve, these honorees showcase a forward-thinking approach that blends creativity, community and cultural relevance.

Glow Recipe secured the award for most innovative use of influencer marketing, with the launch of its Watermelon Glow Niacinamide Hue Drops. Building on the popularity of the brand’s Dew Drops, it introduced this multi-use serum, blending skin care with a sun-kissed glow. By seeding products with influencers and generating organic buzz, Glow Recipe garnered over 2 million views of the product on social media before the product’s release. The campaign achieved record-breaking earned media value, with paid partners driving $1.5 million and a mailer reaching $3 million EMV, showcasing the power of Glow Recipe’s influencer-led strategy in the beauty industry.

Brand of the Year went to Starface, founded in 2019 to revolutionize acne care by transforming pimple patches from a hidden remedy into a bold fashion statement. Celebrating self-expression, the brand replaced the traditional “before and after” clinical approach with vibrant Hydro-Star patches designed to be worn proudly. Over the past year, Starface has launched high-profile campaigns featuring cultural icons like PinkPantheress and debuted on major runways. With collaborations like Hello Kitty, the brand has driven collectability and seen immense growth, selling over 420 million Hydro-Stars globally, securing a 15% market share in the acne patch category.

Best Use of TikTok went to Olaplex for its Oladupé campaign focused on playfully engaging with the growing “dupe” culture. The TikTok campaign highlighted that, while the brand is often imitated, its patented bond-building technology is truly “undupable.” The campaign featured over 100 influencers and hair-care professionals, including Tracey Cunningham and Lelani Green, promoting a product marked Oladupé No. 160. Later, the Oladupé product was revealed to be Olaplex No. 3. The campaign drove significant engagement, with the #Oladupe hashtag garnering over 79 million views and Olaplex becoming the top brand for earned media value in September 2023.

The first-ever Glossy Pop Awards highlighted the fashion and beauty industry’s shift toward innovation, community building and cultural relevance, celebrating groundbreaking campaigns, creative influencer marketing and playful social media engagement.

Explore all the 2024 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.