The first ever annual ELLE UK Future Of Beauty Awards is here. Crash landing with an expert edit of the beauty industry's most innovative, exciting and forward-thinking formulations from the past year, the awards celebrate the creativity, ingenuity and technology behind the products we put on our face, hair and skin everyday.
Having combed through thousands of launches, the ELLE Beauty Team, plus a panel of seriously qualified industry pros (Dr Barbara Sturm anyone?), shortlisted just 45 products that truly pushed the boundaries of beauty in 2020. Whether it's pioneering lipstick ingredients expanding the possibilities of cruelty-free make-up, never-before-seen packaging design that's both considered and convenient, or scientific breakthroughs in active skincare, we've curated the best of the best when it comes to moving our beauty routines firmly into the future.
Skincare | Hair | Make-Up | Body | Nails
Dr Barbara Sturm
Aesthetic doctor and skincare industry game-changer loved by the A-list
Vichy Liftactiv HA Epidermal Filler Serum - £38
While its name might sound slightly terrifying, we can only sing the praises of Vichy’s LiftActiv HA Epidermic Filler. When it comes to addressing traditional signs of ageing, this potent serum is as good as you can get without sitting in an aesthetician's chair. Intensive hyaluronic acid is delivered to your skin together with vitamins CG and B5 to trigger a powerful plumping, collagen-boosting effect within the epidermis which in turn improves overall texture and appearance, sans needles.
Augustinus Bader The Essence - £65
While the toners of yesteryear were stripping and drying, a new generation of formulas have us adding the forgotten step back into our skincare regimes. Rather than leaving skin squeaky clean and tight, they exfoliate and hydrate in equal measure. Augustinus Bader's offering is perhaps the best example: helping to regulate sebum production and remove impurities while natural actives nourish. Smooth, soft skin awaits.
Cerave Hydrating Cream-to-foam cleanser - £12.50
There’s a reason CeraVe has become a hit among beauty editors that have access to boundless high tech and complex, not to mention expensive, cleansers. The new Cream-To-Foam face wash reminds us of what a cleanser should be: a wash that removes the sweat and dirt build-up from the day (or night) without stripping our skin of its natural oils, with a couple of skin barrier friendly ingredients thrown in.
Clinique moisture surGE 100H - £38
After the success of their original Moisture Surge cream, Clinique have pushed their hydrating abilities to the max with the Moisture Surge 100H version, which promises, you guessed it, 100 hours of moisture delivered to the skin. Through their exceptional auto-replenishing technology, the skin is able to create an internal water source, allowing it to continually draw on its own hydration. Nothing says future like a moisturiser that you can apply on Monday and still be reaping the benefits from on Friday.
Dr Jart+ Cicapair Tiger Grass Color Correcting Treatment - £36
Is it a moisturiser? Is it a foundation? Is it a colour corrector? In fact, Dr Jart's game-changing cica based cream is all three. More than just TikTok hype, this green-hued moisturiser helps to soothe sensitive skin, colour correct redness and provide lightweight natural-looking coverage for the days when you can't bring yourself to apply foundation. A true innovation for rosacea sufferers and beauty obsessives alike.
Drunk Elephant T.L.C. Sukari Babyfacial - £67
The most hotly anticipated skincare drop of 2020, Drunk Elephant fans had been paying extortionate import fees for this exfoliating face mask long before it finally landed in the UK last year. That's how good it is. Forget old school manual scrubs, this resurfacing treatment boasts an impressive blend of no less than five acids to slough away dead skin, cleanse clogged pores and reduce the appearance of fine lines. In short, Drunk Elephant's Babyfacial really does leave you with baby soft skin.
Elemis Superfood AHA Glow Cleansing Butter - £30
If you thought that Elemis couldn't improve on their legendary Pro-Collagen cleansing balm, well consider yourself corrected because they've only gone and done it. This zingy orange butter sits somewhere between a balm and a gel. Packed with fruit-based AHAs, it gently exfoliates as it effortlessly wipes away your mascara making it more than simply a make-up remover. The best bit? It doubles up as a deep treatment mask as well. Now that's one hard-working cleanser.
FOREO BEAR Mini Smart Microcurrent Facial Toning Device - £179
There are hundreds, maybe thousands, of 'face sculpting' tools on the market, and though many are great, nothing will actually change the shape of your face for good. Sorry. This, however, does a grand job at de-puffing, un-earthing hidden contours, and adding a 'snatched' look, by stimulating muscles with micro currents in a effective but safe way. Worth the investment, and one our beauty editors don't allow to collect dust.
Garnier Ambre Solaire Over Makeup Super UV SPF50 Spray - £10
We all should be wearing sunscreen, every day. Conversation over. But, it's not always easy: the formulas can be greasy (causing breakouts and make-up slips), the finish can leave a white cast, they can be expensive, and sometimes, well, we just forget. This affordable spray is the answer to all of those woes, and at an impressive SPF50 level. Use it as your last step in your skincare regime, alone on the beach or even, as the name suggests, over your make-up if you're in a hurry. Genius.
Ole Henriksen Wrinkle Blur™ Bakuchiol Eye Gel Crème - £42
While retinol eye creams have been lauded as the next best thing to filler, realistically, it’s not an active that agrees with everyone. Then along came Ole Henriksen, who told us that we didn’t have to give up on youthful under eyes just because retinol was off the cards. This ingenious purple gel is made up of two ribbons, both jam packed with a superhero cast of anti-wrinkle fighting, elasticity boosting, texture smoothing actives. All led by the star ingredient and natural retinol alternative, Bakuchiol, of course.
SkinCeuticals Silymarin CF - £145
SkinCeuticals has always been our go-to brand for antioxidants. Their beloved CE Ferulic serum can be found in almost every editor's arsenal, such is its glow-boosting, tone-evening powers. But then this came along: the same 15% of vitamin C, but with oil-fighting properties perfect for acne or afternoon-shine prone skin. The added salicylic acid is the trick, a gentle but effective cure for oil-induced blemishes and congestion.
Summer Fridays Lip Butter Balm - £20
When our chapped lips got totally out of control during last year's stress-filled days, Summer Friday's deliciously comforting Lip Butter Balm was the only thing that kept them in check. Unlike other more old school formulas that seemed to make our lips even drier, this nourishing vegan blend of murumuru butter and plant waxes is so hydrating it even works as an overnight lip mask.
Wildsmith Skin Double Clay Refining Mask - £65
Far more than an indulgent spa brand (although they are that too), Wildsmith Skin's formulas combine the sensorial with serious science. Which is where their innovative two-in-one mask comes in. Laughing in the face of clay masks that leave your skin parched and thirsty, Wildsmith's clinically proven treatment employs the hydrating power of hydrolysed hyaluronic acid. Consider your spots gone and your skin plumped in just ten minutes.
Joovv The Go 2.0 Red Light Therapy - approx £386.50
'Red light therapy is a non-invasive treatment which delivers concentrated, therapeutic red light to the body. I’m a huge fan of red light therapy and its wide range of clinically-documented benefits; it’s been proven to help with everything from diminishing age spots, fine lines and wrinkles, to stimulating collagen and elastin production, increasing blood circulation, reducing joint pain and inflammation and even enhancing mood levels. I love this new Joovv 2.0 because I can take it with me to experience its benefits wherever I am.'
Kate Somerville KateCeuticals Resurfacing Overnight Peel - £76
‘There are numerous acid products available on the market but I like this one due to the formulation and effectiveness for an over the counter product. Its combination of glycolic acid and niacinamide exfoliates and brightens your skin, while the addition of ceramides prevents excess drying or irritation.’
Dyson Corrale - £399.99
Hitting us once again with pioneering technology, last year's revolutionary cordless straightener, the swankily named Dyson Corrale, altered the way we style our hair immediately. Built to bend, the flexible copper plates ensure every single hair is straightened to perfection. Less repeat passes means less heat damage, less breakage and less time spent ironing out those tricky kinks and waves. We haven't even mentioned the cordless design that means getting caught up in wires is now a thing of the past.
ghd Rise - £169
It would be a waste of everyone's time to preach about ghd's straightening prowess. Getting your hands on one of their tools was a rite of passage for many a teenager. But, if you were after volume and lift, you might have had to look elsewhere. Enter the Rise: a brush-style heated tool that simultaneously smooths, lifts and holds hair. More mutli-use than it might appear, you can also add some serious curl, loose waves, or those coveted Seventies bangs with it.
Undone by George Northwood Wave Holding Spray - £15
When the man behind Alexa Chung's decade-defining hair launches his own range of products, you sit up and listen. Although the entire Undone by George Northwood range is notable, our lives were actively changed by the brilliant Wave Holding Spray. The secret to Alexa's effortless cool girl waves and wrapped up in seriously chic 100% recyclable packaging, not only does our hair thank you George, but the planet does too.
Kérastase Chronologiste Bain Régénérant - £27.50
Thanks to its unique formula, which pays attention to both the scalp and the hair follicles, Kerastase’s Chronologiste range secured its spot in our hair washing routines. While other shampoos simply gloss over the problem (literally), Chronologiste focuses in at the root level, clarifying the scalp while hyaluronic acid hydrates. Though you might not have heard of Edelweiss flower (yet), it’s thought to have far-reaching potential when it comes to preventing hair loss and promoting follicle rejuvenation.
Larry King Hair Care Liquid Hairbrush Conditioner -£42
Everyone knows constant brushing is one of the worst things you can do to your hair (or if not, you do now). So the idea of a liquid hairbrush is genius. Thanks to the brains of hairdressing supremo Larry King that dream is now practically a reality. We say practically as you still might have to take a comb to your hair, but this conditioner - that bolsters hair with pea protein and smooths with natural oils - means it will slip through with far less snagging.
L'Oréal Paris Elvive 8 Second Wonder Water - £9.99
Claiming the title of 2020's most talked about beauty product, if you didn't see and hear L'Orèal's Wonder Water swarming your social feeds then you weren't paying attention. Singlehandedly creating an entirely new product category of hair waters, this eight second rinse-out treatment uses lamellar technology to leave hair smoother, shinier and altogether more brush-able. What we like more than manageable, effortless hair? A hyped beauty product that actually works.
Violette_FR Frange Puff Dry Shampoo - £31
Dry shampoo is dry shampoo is dry shampoo, right? Wrong. Taking the not so exciting hair product and giving it a hit of French girl cool is make-up artist Violette. No more bulky aerosols, Violette's Puff Brush allows for on-the-go de-greasing in one extremely handbag-friendly dry shampoo. With a washable brush and refillable powder base, this combines first of its kind, satisfyingly smart design with a fringe-friendly cleansing formula.
RE=COMB - £16
'These amazing combs are made from recycled plastic which makes them not just innovative, but necessary. Snap up one of their wide tooth combs or one of their most recent additions, afro pick combs. They come in so many gorgeous hues, I’m collecting all my favourites.’
Victoria Beckham Cell Rejuvenating Priming Moisturiser in Golden Glow - £140
Firstly, let's address the question: what is a priming moisturiser? In this case, it's a lightweight, hydrating formula (somewhere between a serum and cream) that contains a whole host of skincare benefits, such as the renowned Augustinus Bader complex to increase cell-turnover and collagen production. Use it as your last skincare step, before SPF and make-up, and in six weeks you should find pores minimised, lines smoothed, and skin plumper. Confusing name aside, it truly makes your skin g.l.o.w. - both long term and immediately.
Fenty Beauty Eaze Drop Blurring Skin Tint - £25
Throw away any preconceptions you had about skin tints, because Fenty Beauty’s Eaze Drop rewrites the rules. Leaving skin with a soft, hydrated finish, Eaze Drop is a game changer for those with oily skin types who have previously diverted away from lighter foundations for fear of a super glowy sheen, setting it apart from the rest. 25 shade options in an emerging make-up category that's rarely found in more than four make this the vanguard of skin tints.
Armani Luminous Silk Concealer - £34.50
Rather than sitting on top of make-up and adding to any unwanted pilling or cakey-ness, vitamin E and glycerin boost this concealer's moisturising benefits, keeping the finish looking super fresh throughout the day. Oh, and for the days you forget your eye cream (guilty), the caffeine in this formula steps up to the plate to minimise dark circles over time. Bridging that tricky desire for high coverage and feather-light feel, this is changing the face (quite literally) of concealers as we know it.
Chanel Les Beiges Healthy Glow Bronzing Cream - £43
It's a bold move when a beauty brand changes the formula of a beloved product. Their original Soleil Tan De Chanel bronzer - a buttery, solid cream formula - was a cult classic, adored by so many for its seamless, sun-kissed finish, a stand out in a sea of powder bronzers. A few subtle but important tweaks have only improved it: a little glow-ier, the orange tone reduced, and the finish slightly dewier. Our verdict? Better, but so subtly that a STDC mega-fan won't freak out. The news that a darker tone - 'Deep Bronze' - is on the way is even more exciting.
Dior Backstage Powder-No-Powder - £29.50
Dior's mysteriously named Powder-No-Powder makes a surprising amount of sense. It blurs without covering, takes away shine without leaving a flat finish, and mattifies while leaving an impossible to understand glow. It doesn't give coverage as such, but a light dusting over your foundation, or alone on prepped skin, will leave a flawless but super natural finish. The 10 shades cover a great range of skin tones too.
NARS Air Matte Blush - £25
Don’t let the size of this pot fool you - it’s packing big potential. Formulated with the tangible qualities of a mousse with the finish of a soft powder, this feather light blusher combines the duality of skincare and make-up. It melts into the skin for the most natural veil of colour and thanks to its blend of jojoba gel and pomegranate oil which boast moisturising, antioxidant and antibacterial properties, this blusher benefits your complexion in more ways than one.
Kevyn Aucoin Glass Glow Liquid Illuminator - £30
Is it a highlighter? Is it a gloss? Is it a futuristic hybrid of both? We think so. Its uniquely hydrating formula means you can mix the Glass Glow Face and Body Gloss (try and say that three times fast, we dare you) with your foundation to enhance its radiance, dab onto your high points or wear alone to bask in its full glory. Don’t blame us if people stop to check their reflection in your complexion, it’s just that good.
Lancôme Idôle Mascara - £23.50
Not all mascaras are created equal. Lancôme’s new Lash Idôle takes individual lashes to dizzying new heights with an arch-curved brush that dovetails with the natural lash line and 360 micro bristles for a 360-degree approach to coating and lifting lashes. And the innovative technology doesn't stop there. The mascara’s unique gel formula contains white tea extract to condition the lashes without weighing them down, meaning a longer lasting curl and no flaking.
REFY Brow Sculpt - £16
We might sound like a broken record but any beauty product that does the job and makes our lives easier is always a winner with us. Enter REFY. The Instagram-hyped Brow Sculpt more than meets our eyebrow expectations. Combining an instant feather brow-making formula that doesn't flake with a considered packaging design that's secretly concealing a double-sided brow brush and comb in the lid, its lamination style results speak for themselves. One product, one pair of Insta-worthy eyebrows.
Hourglass Confession Lipstick Red 0 - £39
Forever the innovators in cruelty-free high end beauty, Hourglass have developed a vegan alternative: Red 0. After a total of three years in development, this industry first red pigment delivers everything you want from a classic red lipstick without compromising on quality or texture. Zero animal by-product, zero beetles harmed in the making, 100% pigment payoff.
Milk Makeup Color Chalk - £14
Bringing a much-needed hit of joy to our make-up bags last year was Milk Makeup's dinky capsules of technicoloured multi-use chalks. Perhaps our optimism is getting the best of us but these portable pressurised powder pigments are already packed and ready to go in our festival essentials. Simply peel off the foil (not unlike a pack of Love Hearts) before swatching and daubing the metallic jewel tones across your eyes, cheeks, lips, well, wherever you like.
Byredo Makeup - prices vary
'Isamaya Ffrench and Ben Gorham did a smashing job with this cosmetics launch. Not only was the product beautiful but the packaging resembles something you would see in a modern museum.'
Merit Beauty - prices vary
'They have a small collection of holistic clean beauty products that really work. Or, as they put it - "well edited essentials". Their perfecting complexion stick is both a foundation, concealer and contour stick depending on which shade you select. There are only a few products in the range but everything you need for a simple but polished make up look, and they all work beautifully.'
Dr Dennis Gross Alpha Beta Exfoliating Body Treatment - £58
Always keeping one step ahead of the exfoliating game is practicing dermatologist Dr Dennis Gross. Expanding his cult Alpha Beta Exfoliating range into a body treatment, these pads harness the power of not one, not two, but five different hydroxy acids: that’s glycolic, lactic, malic, citric and salicylic if you want to get specific. This quintet of exfoliators work not only to slough away dead skin but also help to minimise blemishes, pigmentation, fine lines and wrinkles from head to toe.
James Read Click & Glow Tan Drops - £25
The genius behind James Read's ‘Click and Glow’ Tan Drops is convenience, coupled with a cocktail of vitamins and active skincare ingredients, including vitamin C, hyaluronic acid and vitamin E. Its distinctive applicator allows you to maintain precise control over how many drops you add into your SPF or moisturiser, while the formula contains a tan booster and extender to give your glow a run for its money. Consider mitts, mousses and messy pillow cases a thing of the past.
Kloris CBD Bath Block And Melt - £15
If you thought a bath bomb's best use was to distract a whinging toddler at bath time, think again. This grown-up's version is a double whammy of a treat: a CBD-infused block that gently fizzles into your water to infuse it with the cannabis extract's relaxing properties (that take effect instantly, and for hours into the evening) wrapped around a buttery, oil-filled bar to rub all over your skin for super soft limbs (and extra CBD absorption). Choose from Restore, Recharge or - our favourite - the lavender-boosted Relaxxxxxxxx.
Sunday Riley Charcoal Smoothie Jelly Body Scrub - £38
We're always excited when a well-loved skincare brand takes things below the neck, and this scrub didn't disappoint. With salicylic acid to clarify and charcoal to purify, the fine scrub (think caster instead of granulated sugar) is a brilliant formula for tackling keratosis pilaris - that 'chicken skin' often found on your upper arms - and a dry, flaky surface. The coconut water-infused jelly it's wrapped in means your skin is softened, but not stripped dry.
Susanne Kaufmann Toning Body Serum - £72
When Susanne Kaufmann set out to enter the world of skincare and body care, her desire was to create natural products with high performing, experience driven ingredients. The patented Pro Contur technology in this body serum (already a welcome point of difference from the endless butters and lotions) contains a game-changing bioactive complex that actively encourages the separation between fat cells and protein cells, aka the process that causes cellulite and uneven skin appearance.
Estrid - prices vary
'Estrid is beautifully designed and I love the subscription business model so I never have to think about buying new razors again. On top of that the finish on my legs is smooth and silky. It’s taken the pain out of buying and shaving.'
Nailberry Clean Bi-Phase Nail Colour Remover - £18
Of all the beauty regimes we enjoy doing, removing our nail polish resides firmly at the bottom of the list. Or rather it used to. Unlike its competitors, Nailberry's ingenious formula removes existing polish in two steps (that’s the bi-phase part) and smells delightful while doing it. Phase one of the remover uses AHAs to restore and harden nails to their former glory while phase two draws on the fatty acids present in Muscat Rose Tree Oil to nourish the nail beds and keep overall nail and cuticle health on top form. Bye bye acetone, you will not be missed.
Nails. Inc Plant Power Nail Polish - £9
Harnessing the power of plants has undeniably become a focus for the future of sustainable beauty, something Nails Inc is keen to incorporate into their iconic nail polishes. While they say you shouldn’t judge a book by its cover, Nails Inc’s Plant Power range sets the tone with a 100% FSC ash wood biodegradable cap. Inside the bottle the commitment to being eco-friendly continues with an innovative 73% plant based, vegan formula, opening up the world of nail shades to a wider demographic without compromising on longevity or professional finish.
Dr. Barbara Sturm Super Anti-Aging Hand Cream - £50
'Considering the year we've all had, hand care and keeping them happy among all the necessary hand washing and anti-bacing is more important than ever. I was instantly impressed by this ultra rich cream that honestly feels like a treat. Your hands somehow feel lighter, nourished and visibly more hydrated without feeling greasy. Even more amazingly (and what's super important to me personally) Dr Barbara Sturm's hand cream is paraben free, PEG free, GMO free and cruelty free with purslane being the super ingredient. There's nothing quite like it to de-2020 your precious hands.'
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