How Winning a Beauty Award Can Help Grow Your Brand

In today’s highly competitive beauty market, credibility and visibility are essential for driving growth. For many brands — especially those in their early stages or breaking into new markets — recognition through a respected beauty award can be a powerful accelerant.

At the Global Makeup Awards, Global Green Beauty Awards, and Universal Beauty Awards, we’ve seen hundreds of brands benefit from award wins. These benefits extend far beyond the trophy: they often lead to increased sales, media attention, and new retail or distributor opportunities.

Here’s how recognition from an industry award can make a measurable difference in a brand’s growth — and what makes each of our award platforms unique.

Why Awards Matter in the Beauty Industry

Beauty consumers are more discerning than ever, and retailers are under pressure to stock brands that not only perform well but also align with current values — from sustainability and inclusivity to innovation and efficacy.

Winning an award offers:

• Independent validation from a panel of industry experts

• Visibility across trade and consumer-facing platforms

• A strong story for PR, marketing, and retail pitch decks

• Increased consumer confidence and conversion rates

Many of our past winners have cited award wins as pivotal moments in their brand journey — helping them secure stockists, grow DTC channels, and strengthen relationships with press and buyers.

What Each Award Offers

Global Makeup Awards

Focus: Colour cosmetics, skincare, and beauty innovation

Regions: GLOBAL

The Global Makeup Awards are ideal for brands looking to gain international exposure, particularly for new product launches. With a strong focus on product performance and innovation, these awards celebrate standout cosmetics and skincare across a wide global audience.

Best for:

• Brands with new colour cosmetics or skincare launches

• Those looking to expand into international markets

• Companies seeking performance-focused recognition

Why it drives growth:Winners are featured across regional press channels and digital media, helping brands build credibility across multiple territories. Many past entrants have seen improved retailer response following a win or shortlisting.

Global Green Beauty Awards

Focus: Natural, organic, sustainable, and clean beauty

Audience: Green consumers, eco-conscious press, ethical retailers

As sustainability continues to drive consumer purchasing decisions, the Global Green Beauty Awards recognise brands making genuine strides in environmental responsibility. These awards are judged not only on product quality, but also on packaging, sourcing, and sustainability efforts.

Best for:

• Brands with a focus on clean beauty and ethical production

• Eco-conscious startups and established green beauty names

• Products with certified organic or natural ingredients

Why it drives growth:Brands that win are often covered in sustainability features and eco-beauty roundups, gaining access to a highly engaged audience of green beauty shoppers. Retailers focused on responsible sourcing pay attention to these awards when curating new lines.

Universal Beauty Awards

Focus: Diversity, inclusivity, and holistic beauty across categories

Categories: Skincare, body care, devices, wellness, and beyond

The Universal Beauty Awards celebrate a wide range of products across all demographics, cultures, and beauty philosophies. This is a newer award, but its inclusive approach is attracting attention across the industry, particularly among emerging wellness and beauty-tech brands.

Best for:

• Brands innovating in wellness, inclusive skincare, and emerging categories

• Global brands looking for recognition across a wide product range

• Companies championing representation and accessibility

Why it drives growth:These awards appeal to both the consumer and buyer side, offering validation that a product is inclusive, relevant, and designed for today’s beauty landscape. It’s an opportunity to align with values that are increasingly influencing retail buying decisions.

The Broader Impact on Brand Sales

Across all three awards, we consistently hear from brands that winning or even being shortlisted leads to:

• Increased traffic to their website or online stockists

• More engagement and trust from social media audiences

• Improved traction in buyer meetings and B2B conversations

• Features in beauty press, podcasts, and newsletters

In short, awards provide proof — proof that your product works, that it’s respected by peers, and that it stands out in a crowded marketplace.

Whether you're a newly launched clean skincare brand or a global company expanding into new regions, recognition from a respected beauty award can be a strategic asset. It’s not just about prestige — it’s about opening doors and reinforcing your value to consumers, retailers, and partners.

If you're considering entering this year, we welcome you to explore the award that best aligns with your brand's mission and audience. Recognition could be the next step in your brand's growth story.

For more information on our current awards and entry guidelines, please visit our entry page here.