What the Universal Beauty Awards 2026 winners tell us about where beauty is heading

With the winners of the UK-based Universal Beauty Awards 2026 now announced, this year’s results offer a useful way of looking at how the beauty industry is changing in practice, not just in theory.

Across skincare, haircare, tools, make-up and wellbeing, the Gold winners point to a market that is increasingly focused on performance, credibility and long-term relevance. Rather than chasing novelty, many of this year’s winning brands are refining what they already do well.

Looking across the winners, a few clear themes emerge from the judging process.

Science-led skincare continues to stand out. Products that performed best tended to focus on well-established concerns such as fine lines, hydration and eye care, with formulations that were clear in their purpose and delivery. Nu Skin’s ageLOC Tru Face Line Corrector impressed judges for its targeted approach, while Avant’s hyaluronic acid moisturiser was noted for combining performance with everyday wearability. In men’s skincare, Men Rock’s eye cream stood out for addressing a specific need without overcomplicating the formula.

Haircare results reflected the ongoing influence of professional expertise. Judges consistently responded well to products that delivered reliable, salon-quality results without unnecessary complexity. OSMO’s Deep Moisture Intensive Repair Hair Mask was praised for consistency and effectiveness, while Jerome Russell’s BBlonde Smudge Subtle Cool stood out for ease of use and clear results. Rossano Ferretti Parma’s dry shampoo reflected a more premium approach, with attention given to texture and finish rather than just oil absorption.

In tools and devices, performance and usability mattered more than novelty. Products that clearly communicated what they were designed to do tended to perform strongly in judging. Voduz’s hot brush attracted attention for combining professional results with strong consumer appeal, while ELLA BELLA’s multi-use hot air styler was recognised for versatility. Across the category, judges favoured tools that fitted naturally into everyday routines.

Wellbeing and supplements continued to play a growing role in the awards. Judges responded positively to products that supported sleep, nutrition and overall wellbeing in a way that felt accessible and realistic. Zooki’s magnesium product stood out for format and absorption, while brands such as Vedic Lab and Health & Her were recognised for addressing wellbeing concerns without overcomplicating the message.

Taken together, the Universal Beauty Awards 2026 Gold winners reflect a judging panel that prioritised clarity, function and real-world use. Products that performed well, explained themselves clearly and fitted naturally into existing routines were consistently the ones that stood out.