An Oral History of Allure’s Best of Beauty Awards

How the Awards Changed Beauty Journalism

The idea faced immediate backlash. Critics argued that declaring a single product superior ignored individual needs and promoted unrealistic standards. Wells recalled that some advertisers threatened to pull pages, fearing unfavorable comparisons. Yet the team persisted, believing readers deserved clarity. They developed a rigorous testing process involving dermatologists, makeup artists, and real consumers to evaluate products across categories like skincare, makeup, and haircare.

Over time, the Best of Beauty Awards became a trusted benchmark. Editors emphasized transparency, detailing how products were scored and why certain ones won. The list evolved to include diverse skin tones, ages, and gender expressions, reflecting broader industry shifts. By the 2000s, brands began reformulating products specifically to win awards, accelerating innovation. Wells noted that the awards’ longevity proved that honesty, not hype, built lasting reader loyalty.

What Made the Testing Process Credible?

The magazine invested in blind trials and long-term use tests, avoiding snap judgments. Testers used products for weeks, noting texture, scent, irritation, and performance. Allure also disclosed when editors had personal preferences, striving for objectivity. This methodical approach distinguished the awards from casual endorsements and helped them gain respect from both consumers and industry insiders.

How were winners chosen in the first year? In 1996, winners were selected through informal polling of Allure staff and a small group of beauty experts, with minimal scientific testing compared to today’s standards.

Frequently Asked Questions

Has the definition of „best” changed over time? Yes, the criteria now prioritize inclusivity, sustainability, and ethical sourcing alongside performance, reflecting evolving consumer values and industry advancements.

Do winning products see a sales boost? Consistently, brands report significant sales increases after winning, with some experiencing triple-digit growth in the months following the announcement.