Finding the perfect holiday gift for your girlfriend can be a challenge, especially when it comes to beauty products. Between countless skincare serums, makeup shades and hair treatments, figuring out what’s actually worth buying can feel overwhelming. Fortunately, Allure’s annual Best of Beauty Awards offer a place to start.
On October 17, the beauty publication celebrated the 30th anniversary of its Best of Beauty Awards with its fourth annual Best of Beauty LIVE event at Halo in New York City. The immersive experience brought together beauty industry leaders, influencers and consumers for an evening of product discovery, hands-on demonstrations and expert-led conversations.
This year’s awards recognized 319 products across makeup, skincare, haircare and other beauty categories, selected after months of testing by Allure’s editorial team. Rather than simply displaying the winners, the anniversary celebration gave attendees opportunities to experience products firsthand, from personalized beauty consultations to hairstyling and makeup touch-ups.
One of the more unexpected activations came from Wella Professionals, whose booth was inspired by F1 Academy, the all-female racing series helping develop the next generation of women in motorsports. The racing-themed setup stood out among the beauty stations, with guests able to get their hair styled and explore the brand’s products. Among the brand’s offerings is its Best of Beauty-winning Ultimate Repair 5-in-1 Protective Leave-In, a treatment designed for damaged hair.
KIKO Milano also brought its makeup expertise to the event, offering guests personalized shade-matching sessions and touch-ups. The Italian beauty brand’s activation featured its 3D Hydra Lipgloss, allowing attendees to explore different shades and complementary makeup products with guidance from beauty professionals.
L’Oréal Paris offered another hands-on beauty experience, with makeup artists providing touch-ups featuring award-winning products, including the brand’s Infallible Blur-Fection Setting Powder. Guests could then step onto a branded red carpet for their own photo opportunity.
Haircare brand Color Wow was also represented through an expert-led masterclass hosted by hairstylist Giles Robinson, who demonstrated techniques for creating voluminous blowouts and polished updos.
Skincare was another focus of the evening, with Summer Fridays Jet Lag Eye Patches among the products featured. The hydrogel patches, which won Allure’s 2026 Best Undereye Patches award, contain caffeine, niacinamide and hyaluronic acid.
The anniversary celebration also brought together recognizable names from the beauty and entertainment industries, including actress Avantika, influencer Morgan Riddle, Ava Dash and Sofia Bryant. Beauty entrepreneurs Danessa Myricks and Anastasia Soare were also among the featured guests.
For Allure editor-in-chief Jessica Cruel, the event represented more than an opportunity to showcase individual products.
“This year marks an important milestone for Allure as we celebrate 30 years of Best of Beauty,” Cruel said. “For three decades, Best of Beauty has recognized the products, brands and innovations shaping the beauty industry.”
With the holidays approaching, the event offered plenty of gift inspiration, from professional hair treatments to makeup and skincare favorites.
And if you’re still wondering what to get your girlfriend for Christmas, Allure’s 2026 Best of Beauty list might be a good place to start.
