Style

Who What Wear UK Next in Beauty Awards 2024: Best in Class

Welcome to Who What Wear UK’s Next in Beauty Awards 2024. Here, we are crowning and celebrating the very best in beauty. From the game-changing newcomers that are industry innovators to the tried-and-tested classics that remain worthy mainstays in our skincare cabinets and makeup bags. To help us find the very best in beauty, we called upon our esteemed panel of industry experts, hard-to-please editors and in-the-know influencers, who put each and every product to the test. We enlisted our judges to document and share their testing for every product they tried so you can see all the winners in action—as well as those very important before-and-afters.

After much testing, swatching and reviewing, we’ve hand-picked the very best products across our skin, hair, makeup and body and nail categories. These are the crème de la crème from each category that have been awarded our prestigious Best in Class status. Ahead, you’ll find the top eight beauty products that are pioneering efficacy, innovation and real results. Join us in applauding our Best in Class winners of 2024.

Who What Wear UK Next in Beauty Best in Class Winners 2024

It takes a great hair tool to impress us, but Shark’s Flexstyle 5-in-1 Air Styler & Hair Dryer blew our judges away. Thanks to its range of easy-to-use attachments, you can take your hair from wet to dry and create everything from sleek and straight styles to voluminous blowouts and perfectly defined curls. Needless to say, this is one hardworking hair tool.

“I absolutely loved this,” says junior beauty editor Grace Lindsay. “These attachments worked a lot better on my thick, naturally wavy hair. It comes with different heat and speed settings and a cool-shot feature to lock your style in place. I also found it lightweight and easy to use,” she says. “It is still quite an investment, but one I would happily make myself.”

For affiliates manager Jerrylyn Saguiped, it was all about how speedy it made styling her long, thick hair with a result that looks straight out of the salon. “Long gone are the days of achy arms from holding up a curling wand or hair dryer, as the Shark FlexStyle makes it incredibly quick and easy to style your hair,” she says. “It has become my go-to hair tool, and I give it extra points for having a range of attachments that are suited to all hair types.” Bravo, Shark.

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A round of applause for our hair category winners:

Best Shampoo: Alfaparf Detoxifying Low Shampoo

Best Conditioner: Hello Klean Smooth Talk Anti-Fading Light Hair Conditioner

Best Conscious Hair Product: Hairstory New Wash Original

Best Curl Product: Camille Rose Curl Maker Curling Jelly

Best Styling Product:
Hair by Sam McKnight Cool Curls Refresh & Revive Mist

Best Hair Serum: Authentic Beauty Concept Glow Spray Serum

Best Treatment: Alterna Caviar Restructuring Bond Repair Masque

Best Finishing Product: Gisou Honey Infused Hair Oil

Best Hair Enhancement: Cantu Protective Styles Hair Freshener

Best Hair Dryer: Cloud Nine The Airshot

Best Hair Tool: Shark FlexStyle 5-in-1 Air Styler & Hair Dryer

Highly Commended Hair Tool: GHD Duet Hair Dryer Brush

Best Hair Brush: Manta

Best Hair Growth & Health Product: Nooānce Hair Beauty and Growth Helmet

Best Hair Supplement: Viviscal Hair Growth Vitamins for Women

Best Scalp Product: The Scalp Exfoliator & Massager

Best Hair Colour Product: Clairol Colour Studio Permanent Colour Cream

See all of the Next in Beauty Awards 2024 hair winners.

Jerrylyn using AKT London The Deodorant Balm

Deodorant might not be the most exciting part of our routines, but AKT London’s The Deodorant Balm has made this bodycare step less a chore and more a joy. Our judges loved the aluminium-free formula, the chic (and fully recyclable) packaging and the range of amazing scents that helped to keep us cool and collected throughout the day—from the hottest of heatwaves to sweltering commutes on the tube. Designed on London’s West End and Broadway, this deodorant balms truly live up to their claims with this very special formula. It’s safe to say our judges—and the entire Who What Wear UK team—have now been converted.

“The AKT Deodorant Balm is the best natural deodorant I’ve tried,” says affiliates manager Jerrylyn Saguiped. “The aluminium packaging not only looks sleek but prioritises sustainability, as it’s fully recyclable. All you do is squeeze a little bit out of the tube and rub onto clean underarms. It’s not messy at all and I was left feeling fresh for the whole day. I will definitely be repurchasing this.”

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A round of applause for our body and nails category winners:

Best Bath and Shower Product: Molton Brown Rose Dunes Bath & Shower Gel

Best Body Hydration Product: Byoma Brightening Body Lotion

Best Body SPF: E45 Sun Care Sensitive Spray SPF 50+

Best Body Tanner: Gatineau Golden Glow Gradual Tan

Best Conscious Body Product: Nécessaire The Body Wash Eucalyptus

Best Deodorant: AKT London The Deodorant Balm SC.01

Best Exfoliator: Nécessaire The Body Exfoliator

Best Foot Product: Scholl Hard Skin Remover Foot File

Best Fragrance: Diptyque L’Eau Papier Eau de Toilette

Best Hair Removal Product: Estrid The Razor Starter Kit

Best Hand Product: L’Occitane Shea Butter Hand Cream

Best Health Supplement: Sisterly The Elevator

Best Nail Enhancement: OPI Xpress/On

Best Nail Health Product: OPI Repair Mode Bond Building Nail Serum

Best Nail Polish: Nailkind Nail Polish

Best Nail Polish Shade Range: Manucurist Rainbow Active

Best Nail Polish Topcoat: Orly Shining Armor Topcoat

Best Nail Tool: Truyu Glass Nail File

Best Targeted Body Product: Peep Club Instant Relief Eye Spray

See all of the Next in Beauty Awards 2024 body and nails winners.

Maxine using Summer Fridays Dream Lip Oil

There are many, many lip oils on the market now, so it took an exceptional formula to stand out and claim this award. Summer Fridays’ Dream Lip Oil wowed our judges so much that several of us immediately went out to purchase more shades. The luxurious, silky texture of the oil—thanks to its nourishing blend of nine plant oils—not only feels amazing on the lips, but also lasts far longer than most lip oils, which tend to vanish quickly. The chic packaging and universally flattering shades that suit all skin tones were also a big hit. That’s why Summer Fridays’ Dream Lip Oil is our deserving winner of our makeup Best in Class.

It totally won over our deputy editor, Maxine Eggenberger. “I’m a big fan of lip products, and over the past year, I’ve tried lots of oils in search of the perfect one. This is it,” she says. “Summer Fridays has managed to create an oil that’s nourishing (the vitamin E made quick work of my typically dry, chapped lips with just a couple of wears), glossy, non-sticky, has a great colour payoff and lasts.