Key takeaways
- Allure accepts submissions for 2027 awards through October 30 and January 15, with three tiers: General at $195, Clean at $395, and Breakthrough at $795.
- Testing begins mid-November 2026 on a rolling basis; late-arriving product samples are automatically disqualified from consideration.
- Products must meet specific launch-date requirements, and limited-edition products are ineligible regardless of submission category.
A Three-Decade Standard for Beauty Excellence
Allure’s Best of Beauty Awards have been a benchmark for excellence in the beauty industry since 1996. This year, the publication is opening submissions for its 2027 awards program, giving brands the opportunity to have their products tested and potentially recognized by one of beauty’s most authoritative voices.
For three decades, Allure has maintained a rigorous approach to identifying the best products in the market. The testing process involves consultation with expert judges—makeup and nail artists, hairstylists, cosmetic chemists, and dermatologists—who help evaluate submissions across multiple categories. Unlike many beauty awards, Allure’s selection process is built on extensive, repeated testing to ensure that award-winning products truly outperform their competitors.
Submission Windows and Deadlines
The 2027 submission process operates across two distinct windows. The first opens Monday, October 19, 2026, at 10 a.m. and closes Friday, October 30, 2026, at 11:59 p.m. EST. A second window opens Monday, January 4, 2027, at 10 a.m. and runs through Friday, January 15, 2027, at 11:59 p.m. EST. Brands must submit products through Allure’s automated submission form; late submissions will not be accepted.
Three Pathways to Entry
General Awards
The General category encompasses seven areas: Skin, Body, Hair, Makeup (subdivided into Eyes, Lips, and Base), Nails, Tools, and Scent. Brands can submit existing products that launched before October 2026 and did not win the 2026 Best of Beauty Award. New products with a launch date before the September 16, 2027 award announcement are also eligible. Each General submission requires a $195 entry fee.
Allure Clean
A separate submission pathway exists for brands pursuing Allure’s Clean seal. This designation celebrates products that meet Allure’s established Clean standard, a higher bar than the General category. Clean submissions require a $395 per-product entry fee to support the additional due diligence involved in verifying compliance with Allure’s standards. Products submitted to Clean follow the same launch-date rules as General submissions.
Breakthroughs
The Breakthrough category recognizes products that do more than perform well; they transform beauty routines through new ingredients, technologies, or designs. Unlike General and Clean submissions, Breakthroughs must be newly launched products with a launch date between October 1, 2026, and September 16, 2027. This category accepts submissions for hair, makeup, skin, fragrance, devices, and in-office procedures. Breakthrough submissions require a $795 per-product entry fee.
Eligibility and Submission Requirements
Across all categories, limited-edition products are not eligible for consideration. For brands submitting multiple products, each requires a separate submission form and fee payment. Stripe payment confirmation IDs must be included on each submission form.
Products previously submitted for the 2026 awards do not need resubmission if they won. However, Allure considers last year’s winners during deliberation for 2027. If a 2026 winner is being discontinued or reformulated, brands should note this in the submission form. All submission fees are nonrefundable, regardless of outcome.
Testing Timeline and Sample Requirements
Once all submissions are reviewed, Allure will reach out to selected brands to request product samples. Testing begins on a rolling basis starting mid-November 2026. Brands without final launch dates can provide approximate dates on the submission form; those without an MSRP can enter “0” and supply the information in early 2027.
The fate of a submission can hinge on sample timing. If product samples arrive late, Allure deems them untestable, which disqualifies the product from consideration regardless of its merit. This strict timeline ensures that Allure’s editors and expert judges have sufficient opportunity to thoroughly evaluate each product under consistent conditions.
The Science Behind the Fees
The $195, $395, and $795 fees reflect the depth of evaluation required at each tier. The General category fee supports Allure’s core testing infrastructure. The Clean category fee acknowledges the additional investigation required to verify that a product meets Allure’s established standards for ingredient transparency and formulation integrity. The Breakthrough category, at $795, reflects the deepest level of scientific analysis, as Allure’s team examines not just whether a product performs, but whether it introduces genuine innovation to the beauty market.
For Breakthrough submissions specifically, Allure’s team conducts deeper scientific analysis than the standard testing process. Editors examine the science behind each product and assess how it is changing the broader beauty landscape. Allure has been transparent about the rationale for charging submission fees across all categories: as the beauty landscape has expanded exponentially, the publication requires these fees to maintain the resources necessary to preserve its testing standards throughout the evaluation process.
What Happens Next
The complete 2027 Best of Beauty Awards will be announced on September 16, 2027. Allure’s testing process involves hundreds of products, multiple rounds of evaluation, and expert consultation to determine which products earn the seal of approval synonymous with quality and excellence in beauty.
Beauty brands view this awards program as one of the industry’s most credible third-party validations, while consumers have trusted the Best of Beauty designation as a guide for nearly 30 years. Brands interested in submitting can access Allure’s automated submission form directly or visit Allure.com for links to General, Clean, and Breakthrough submission portals. For additional questions, contact [email protected].
Source: Allure
Frequently Asked Questions
When are the submission deadlines for Allure's 2027 Best of Beauty Awards?
Two submission windows are open: October 19-30, 2026, and January 4-15, 2027. Both close at 11:59 p.m. EST on the final day. Late submissions are not accepted.
What is the difference between the General, Clean, and Breakthrough categories?
General submissions ($195 each) cover seven product areas and accept items launched before October 2026 or anytime before September 16, 2027. Clean submissions ($395 each) are for products meeting Allure's ingredient and transparency standards. Breakthrough submissions ($795 each) must be newly launched between October 1, 2026, and September 16, 2027, and recognize products with new technology or ingredients.
When does product testing begin, and how important is sample timing?
Testing begins mid-November 2026 on a rolling basis after Allure reviews submissions and requests samples. If a product sample arrives late, Allure deems it untestable and disqualifies it from consideration, regardless of merit. On-time sample delivery is critical for a product to be evaluated.
