In the past, the Glossy Awards have honored the work of Aerie and Rent the Runway, but this year’s decision to hold a separate and standalone beauty event reflects the strength of the individual category. Leading the nominations for the first-ever Glossy Beauty awards are Benefit Cosmetics, Sephora and Eos.

This year’s finalists were hand picked by judges like Amy Whang, svp marketing at Maybelline, E.l.f. Cosmetics CMO Kory Marchisotto and Wander Beauty’s co-founder and CEO Divya Gugnani, among others.

A crowded race for best product, category or sub-brand launch campaign reflects the bold businesses leading product and marketing innovation. For instance, Supergoop! is joined by Pause Well-Aging, Eylure, U Beauty, Lycored and Pattern Beauty in the category. 

Among those leveraging the power of working with likeminded companies are Sally Hansen, Schmidt’s Naturals, Sephora, Ciaté London, Holition and Dove Hair, who are all up for Best Brand Collaboration. The field for Best Influencer Partnership includes Coty x Billy Porter, Philips x IMAgency, Biossance x Jonathan Van Ness, Sephora x Fohr and Naturopathica x Dr. Whitney Bowe. 

Benefit Cosmetics, who hosted their first macro-influencer event in Miami last week, is up for Best Social Media Campaign and Best Event Series/Activation for their annual Best in Brow search. 

See the full list of finalists below and stay tuned for the awards this summer. 

Best Influencer Partnership
Tiffany & Co. and Coty – The Tiffany & Love Studio with Billy Porter
Philips and IMAgency – Philips Hair Care Saudi Arabia
Biossance x Jonathan Van Ness
Sephora x Fohr – #SephoraSquad
Naturopathica and Dr. Whitney Bowe

Best Brand Collaboration
Sally Hansen x GLAAD
Schmidt’s Naturals x Justin Bieber – Here+Now
Makeup by Mario x Sephora
Ciaté London and Jessica Rabbit
Holition x Coty x Beamly – Maxfactor “My Makeup Artist”
Dove Hair and Kelly Rowland – “My Hair My Crown”

Best Social Media Campaign
Eos – #MakeItAwesome
Benefit Cosmetics – Better Brows, Guaranteed!
MAC Cosmetics – #YouOwnIt Challenge
Blue Wheel Media and Erno Laszlo – #GlowToSleep
Too Faced – Damn Girl!
E.l.f. Cosmetics – #eyeslipsface Challenge

Best Multi-Platform Campaign
Blue Wheel Cosmetics and Grande Cosmetics – #NoFalsiesFebruary
Stella Rising and jane iredale
CVS Health – Beauty Mark
Dove and The Crown Coalition – The Crown Act

Best Product, Category or Sub-Brand Launch Campaign
Pause Well-Aging
Eylure – ProMagnetic™ Eyeliner Kit
U Beauty
Pattern Beauty
Lycored and Madwell – Pops of Positivity
Supergoop! – Shimmershade

Best Use of Video
Glow Recipe – “How the Watermelon Mask Is Made”
Kerv Interactive, Sephora and Digitas

Best Use of Customization
Sugared + Bronzed
Function of Beauty
Bliss and Jebbit

Best E-Commerce Experience
Kerv Interactive, Sephora and Digitas
Kinship and Pattern
Younique and Holition – Younique Beauty Guide
Beekman 1802
Iconic London and Global-e
L’Occitane and Movable Ink

Best Omnichannel Experience
Madison Reed
Sephora – Sephoria

Best Service-Based Concept
Maybelline New York – Foundation Finder Tool
Sugared + Bronzed
Madison Reed

Best Physical Retail Launch
Holition and Faces
CVS Health – BeautyIRL

Best Event Series/Activation
Benefit Cosmetics – Benefit Brow Search
Tresemmé – #WomenLeadTheWay Pledge
Target and MKG – Afropunk
e.l.f. Cosmetics and Duncan Channon – e.l.f. Beautyscape Bahamas
Lycored – Cycle of Glow
Marc Jacobs Fragrances – Daisy Love Eau So Sweet Oasis

Best Subscription/Membership Program
Sugared + Bronzed

Best Sustainability Initiative
by Humankind
Āether Beauty
The Body Shop

Best Community Hub
Versed Skin
Then I Met You
Superdrug and TokyWoky

Best Breakthrough Startup
Then I Met You
Saint Jane