For three decades, Allure’s Best of Beauty Awards have shaped how consumers discover makeup, skincare, and hair products. The franchise began in 1996 as a risky experiment. Many industry insiders doubted that a magazine could objectively rank thousands of products.
Founding editor in chief Linda Wells launched the awards despite heavy skepticism. She believed readers needed a trustworthy guide through a crowded market. The concept faced resistance from advertisers and beauty brands alike.
Early editions relied on rigorous testing by editors and experts. Teams evaluated products for performance, innovation, and value. Winners received a seal that quickly became a mark of credibility.
Over time, the awards expanded into new categories and global markets. They adapted to changing consumer habits, including the rise of digital media. The franchise also embraced inclusivity and diversity in product selection.
Key players from past decades recall chaotic testing sessions and passionate debates. Those moments helped refine the selection process. Many credit the awards with elevating indie brands and unsung innovators.
Today, the Best of Beauty seal remains one of the industry’s most recognized honors. It influences purchasing decisions and retail strategies. Brands often cite a win as a turning point in their growth.
As the awards mark their 30th anniversary, the mission stays the same. The goal is to help people find products that truly work. That simple promise continues to drive the franchise forward.
