Celebrating Excellence: The 2025 Glossy Pop Awards Winners

In year two of the Glossy Pop Awards, Glossy continues to recognize the best and most culturally relevant beauty and fashion products, campaigns, people and brands. This year’s winners exemplify inclusivity, innovation and community.

Case in point: Benefit Cosmetics earned the Best Brand Activation award — a new category this year — for its “Most Wanted” campaign, the brand’s largest giveaway to date. Shoppers at Ulta who spent $65 on Benefit products received a limited-edition bandana bag and a scratch-off ticket for prizes, including a custom pink Ford Bronco. The western-themed promotion launched with a Saddle Ranch Chop House event featuring influencers, press and makeup artists. More than 12,000 scratch-off cards were redeemed, opt-in rates hit 100% and social media buzz topped 27 million views, boosting sales of Benefit’s core products in Ulta stores and online.

Dove secured two wins this year — Best Campaign: Product Launch and Best Community Engagement Strategy (a new category this year) — for its unexpected yet viral collaboration with Crumbl. The limited-edition body care line, inspired by Crumbl’s cookie scents, mirrored the bakery’s hype-driven weekly drops with influencer-led launches and fan-inspired products. Pop-up trucks brought the experience to Walmart shoppers nationwide, while a social-first strategy generated 3.4 billion earned impressions and 78 million social views. The campaign sparked over 5,000 social mentions and 334 fan videos, with 86% of buyers new to Dove. By tapping into online culture, the brand transformed from a legacy name into one Gen Z could not resist.

TRESemme won Best Brand x Influencer Product Collab for its “Give Gloss” campaign with Paige DeSorbo, Bravo’s “Summer House” star and “Giggly Squad” co-host. The launch of the Lamellar Gloss Collection featured a 72-hour New York activation with beauty master classes, immersive events and a playful “1-800-Gloss” podcast hotline episode. Blending humor, style and authenticity, the partnership resonated with Gen Z and millennial audiences, earning 195 media placements, 5.8 billion impressions and a click-through rate well above benchmarks. The campaign positioned the gloss line as a must-have while reinforcing TRESemme’s cultural relevance and leadership in accessible, salon-quality hair care.

This year’s winners showcase how creative concepts, cultural relevance and strong execution can turn campaigns into standout moments.

Explore all the 2025 Glossy Pop Awards winners below.

Best Ambassador Program
OLAPLEX

Best Brand Activation – NEW
Benefit’s Most Wanted Campaign: Pink Bronco Giveaway!

Best Brand Sport Partnership – NEW
Knix Sport Your Period™ Campaign

Best Brand X Influencer Content Collab
Garnier Micellar Cleansing Water Duos 360 Campaign

Best Brand x Influencer Product Collab
TRESemmé 72 Hours of Gloss Activation

Best Brand/Retailer Event
Glow Recipe – LA + New York Night Market

Best Campaign: Brand Launch
Being Haircare

Best Campaign: Product Launch
Dove x Crumbl

Best Community Engagement Strategy – NEW
Dove x Crumbl

Best Social Commerce Campaign
Drybar – Helen of Troy and Razorfish Feeling Polyglamorous

Best Use of Instagram
The Duality of the Working Woman | Retrofête FW24 Lifestyle Campaign

Best Use of TikTok
Iced Media and Moroccanoil – Smells Like a Winner

Best Use of TikTok Shop – NEW
MAËLYS

Best Use of Video
January Digital + amika: Powering Launch Through Video

Best Use of YouTube
Bubble Skincare

Brand of the Year
Filterbaby, better water = better skin and hair

Founder of the Year
Isabel Alysa, Dolce Glow

Influencer Founded Brand of the Year – NEW
Mari Llewellyn and Bloom: Reimagining Wellness Essentials

Most Innovative Use of Influencer Marketing
Dove & Collectively – 20th Anniv. Campaign for Real Beauty

Product of the Year
Infallible 3-Second Setting Spray

Beauty Influencer of the Year
Mikayla Nogueira, @mikaylajmakeup

Fashion Influencer of the Year
Nara Smith, @naraaziza

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Glossy Pop Awards 2025: Celebrating Innovation and Inclusivity in Beauty and Fashion

By [Your Name]

In a dazzling celebration of creativity and cultural relevance, the second annual Glossy Pop Awards honored the most impactful beauty and fashion brands, campaigns, and influencers of the year. This year’s winners exemplified a commitment to inclusivity, innovation, and community engagement, setting a new standard in the industry.

Benefit Cosmetics Shines Bright

Among the standout winners, Benefit Cosmetics took home the inaugural Best Brand Activation award for its “Most Wanted” campaign. This ambitious initiative featured the brand’s largest giveaway to date, where shoppers at Ulta who spent $65 on Benefit products received a limited-edition bandana bag and a scratch-off ticket for exciting prizes, including a custom pink Ford Bronco. The campaign kicked off with a lively event at Saddle Ranch Chop House, attracting influencers, press, and makeup artists. With over 12,000 scratch-off cards redeemed and a staggering 27 million views on social media, the campaign not only boosted sales but also created a buzz that resonated with consumers.

Dove’s Sweet Success

Dove made waves this year, securing two prestigious awards: Best Campaign for Product Launch and Best Community Engagement Strategy for its unexpected collaboration with Crumbl. The limited-edition body care line, inspired by Crumbl’s popular cookie scents, mirrored the bakery’s hype-driven weekly drops. With pop-up trucks bringing the experience to Walmart shoppers nationwide and a social-first strategy generating 3.4 billion earned impressions, the campaign transformed Dove into a brand that resonates with Gen Z. Over 86% of buyers were new to Dove, showcasing the campaign’s effectiveness in reaching a younger audience.

TRESemmé’s Glossy Collaboration

TRESemmé also made a significant impact, winning the Best Brand x Influencer Product Collaboration for its “Give Gloss” campaign featuring Bravo star Paige DeSorbo. The launch of the Lamellar Gloss Collection included a 72-hour activation in New York, complete with beauty master classes and immersive events. The partnership not only garnered 195 media placements but also achieved an impressive 5.8 billion impressions, reinforcing TRESemmé’s position as a leader in accessible, salon-quality hair care.

A Showcase of Excellence

This year’s Glossy Pop Awards highlighted the power of creative concepts and strong execution in turning campaigns into memorable moments. Other notable winners included OLAPLEX for Best Ambassador Program, Filterbaby as Brand of the Year, and Isabel Alysa of Dolce Glow as Founder of the Year.

As the beauty and fashion industries continue to evolve, the Glossy Pop Awards serve as a reminder of the importance of innovation, community, and inclusivity. With a diverse array of winners, the awards celebrate not just products, but the cultural narratives that shape our world.

For a full list of winners and more information on the Glossy Pop Awards, visit [website link].

Stay tuned for next year’s awards, where the spotlight will once again shine on the best and brightest in beauty and fashion.