The Beauty Shortlist announces 2025 winners

The 2025 Beauty Shortlist winners have been announced for Beauty, Wellness and Men’s Products, with founder Fiona Klonarides describing the 14th year of the awards as ‘vibrant and diverse’, with creativity, ethics and aesthetic appeal standing out to judges.

“This has been a really solid, vibrant and diverse year for The Beauty Shortlist Awards, most notably for overall calibre, intelligent formulations, branding, innovation and ethics, while entries for the 7th annual Wellbeing Awards have turned out to be the strongest since these awards launched in 2019,” comments Klonarides. “It was a bumper year and the best year ever for natural health, which I was especially pleased about.” 

The 2025 edition of this growing awards programme featured several new categories — Winter Self-Care, Best Indie Artisan Brand, Best Slow Beauty Brand, Most Empowering Beauty Brand and Best Refillable Beauty Brand — but the most competitive categories are reported to have been Menopause, Ayurveda, Fragrance, Home Fragrance, Night Treatments, Skin Type- and Age-Targeted Skincare, and Haircare.

Within the Wellbeing Awards the categories which saw particularly strong entries were Nutrition, Mood-boosting, Menopause, Sleep-enhancing and Gut-balancing. Klonarides notes that 100% natural eau de parfum and aromatherapy also performed well, while the haircare winners ‘really lived up to their claims — exceptional’.

“The Ayurveda and Inclusive Beauty entries also shone, with a wonderful, magical sprinkling of light and crystal/chakra energy illuminating the beauty categories,” she adds. 

In Men’s Products the 2025 Beauty Brand to Watch was awarded to Compendium for its Argan Face Oil with distilled botanicals (Best Men’s Skincare Product).

Other brands to have received high praise were: Dr Hauschka, Tisserand, Weleda, Evolve Organic Beauty, Terranova, Your Gut, Inlight, Tropic Skincare, WelleCo by Elle Macpherson, Retreatment Botanics, Jurlique, Davines, and SKN-RG.

The complete list of winners can be found here.

By Rosie Greenaway, editor