What it means
Allure Best of Beauty
What are the Allure Best of Beauty Awards?
The Allure Best of Beauty Awards recognize products that Allure's editors have tested and rate as the best in their categories. Allure launched the program in 1996, five years after the magazine's first issue. Categories span skin care, hair care, makeup, nails, fragrance and tools. Winners receive the Best of Beauty seal, which brands can show on packaging and in marketing once they follow Allure's terms.
How do products qualify and win?
Products qualify by being submitted, being available to buy when winners are announced and not being limited editions. Allure has said the availability rule keeps winning products accessible to shoppers. In 2024 the magazine reported 7,587 submissions, which shows how competitive the process is. Editors test products over the year, and rules and categories can change from one edition to the next, so brands should read each year's entry guidelines.
| Requirement | What it means |
|---|---|
| Submission | The brand enters the product by the deadline in that year's guidelines |
| Availability | The product can be purchased when winners are announced |
| Not limited edition | Winning products must be broadly accessible |
| Editor testing | Allure's team tests products across categories |
What does the yearly cycle look like?
A typical cycle runs from planning and submission through testing to a reveal in early autumn. A brand's team usually works backward from the entry deadline. An illustrative sequence:
- Review the entry rules and categories each year.
- Choose which products to submit and in which category.
- Prepare samples, fact sheets and clear product claims.
- Submit by the deadline and keep launch timing in line with the availability rule.
- Prepare announcement materials and approvals for a win, and a plan for no win.
Illustrative submission checklist (example only)
- Product is in stock and not a limited edition
- Entry form and category chosen
- Samples and fact sheet ready for editors
- Claims on the sheet match packaging and have support on file
What is the PR role in an awards program?
PR supports an awards program by keeping editor relationships current and by making sure each entry is ready and accurate. That includes ongoing contact with beauty editors, product seeding and PR box programs, and a clear story for each product. A win is one result of this work, not something PR can guarantee. Many other publications and platforms run their own beauty awards, so brands often plan for several at once.
How can a winning brand use the seal?
A winning brand should use the seal only as Allure permits. Awards programs typically treat the seal as a protected trademark. The terms for Allure's Philippines edition, for example, say only official winners may use the seal and only after written authorization with usage guidelines. Check the current terms for the relevant edition before printing packaging or running ads. Any award claim should be accurate and easy to verify, in line with FTC disclosure expectations for advertising.
Do beauty awards affect AI answers?
They might, because awards produce public third-party mentions that AI engines can read. Engines differ and change often, and the weight any one source receives is not published. Treat an award as one piece of independent validation, not a way to control AI answers. No outcome is guaranteed.
Frequently asked questions
When did the Allure Best of Beauty Awards start?
Allure launched them in 1996, five years after the magazine first appeared.
When were the 2026 winners announced?
Allure announced the 2026 winners on September 17, 2026, with 319 products named according to Allure's own announcement.
Can a limited-edition product win?
No. Allure has said limited-edition launches are not eligible, so that winning products are broadly accessible.
Can a brand pay to win?
Winners are chosen by Allure's editors through testing. Entry rules and any fees are set by Allure, so check the official guidelines for that year.
Is the Allure Readers' Choice the same program?
No. Readers' Choice is a separate, reader-driven awards program, while Best of Beauty is chosen by Allure's editors.
Related terms and services: Beauty PR glossary, Beauty editor, PR box and beauty gifting, Product seeding, Social proof, and consumer beauty PR.
Sources
- Glossy, How to win Allure's Best of Beauty Awards with editor-in-chief Jessica Cruel
- Allure, The 2026 Best of Beauty Winners Are Here (newsletter)
- Allure via Yahoo Style, How a product becomes an Allure Best of Beauty winner
- Allure Philippines, Best of Beauty Awards 2026 Terms and Conditions
By the 5W Editorial Team. Reviewed by a human editor before publication. Updated October 28, 2026.