Behind the 2025 Shelfie Awards: Meet the Beauty Category Submissions
This year, we’ve decided to take Shelfie Award submissions and make them available to you, our dedicated readers. Our judges saw SO MANY GOOD PRODUCTS this year that we had to unleash the goodness to you – in full – not just finalists, not just winners – but all brands that got their products into the judges’ hands for their designated category. So strap in, because we’re about to hit you with the beauty category. We’re delivering these brands to you in good old A-Z fashion in their subcategories because we don’t play favorites…until we’re handing out the Shelfie Awards!! 😉 Who do you think is going to take home a winning Shelfie Award for Beauty this year?!
Body Care
Buzzie | Los Angeles, CA
Buzzie is on a mission to reinvent modern bug care, starting with our signature plant-powered insect repellent that’s effective, kind to skin and family-friendly.
Female owned, vegan
Cleo+Coco | Monsey, NY
Cleo+Coco was founded out of frustration with the lack of efficacy and transparency in personal care—especially deodorants. Our deodorants are a blend of 5x the odor-fighting actives with no synthetic fragrance, petroleum, or toxins—ensuring that our deodorant works for every body, without compromise.
Female owned, Vegan, Non-GMO
Farmstead 1868 | Cazenovia, NY
Farmstead 1868 crafts high-quality, natural products that celebrate sustainable farming, artisanal craftsmanship, and community. With a focus on lavender and locally sourced ingredients, the brand empowers customers to embrace wellness, tradition, and small-batch excellence in everyday life.
Female owned, Gluten Free
Maison Mascarell | Brooklyn, NY
Maison Mascarell is a luxury home care brand offering sensorial products with refillable packaging to reduce plastic waste without compromising on the experience or aesthetics.
Female owned, Vegan
Mom Bomb | Shrewsbury, MA
More than self care – A lifeline for moms.
Female owned, Veteran owned, Vegan, Gluten Free, Non-GMO, Organic
Oxters | Meredith, NH
Oxters: Revolutionizing underarm health. Our unique approach enhances wellness, performance, and fights body odor. Sweat the details with us.
Female owned, Plant-based
Spinster Sisters | Golden, CO
Spinster Sisters is a B Corp Certified skin, hair, and body care brand on a mission to make the best products for people & the planet. No sulfates, phthalates, parabens, PFAS, or dyes. Premium, plant-based formulations, sustainable + plastic-free packaging, and the best scents.
Female owned, Vegan, Gluten Free
Temazcal Life | Austin, TX
Temazcal Life aims to inspire care for our minds, bodies, communities and the planet through cherished rituals and sustainable body care products.
Female owned, Latinxs, Vegan, Organic
Wendala’s | Bluffton, SC
Our mission is to inspire action and perseverance—proving that with daily forward steps, any goal is achievable. By authentically growing the business with clean, simple ingredients, we empower confidence, self-care, and the belief that success is within reach for anyone willing to go for it.
Female owned, Non-GMO
Dental Care
Lewie | Dallas, TX
Lewie is bring ing care for the smile to the beauty aisle.
Female owned, LGBTQIA+
Tannin | Charlotte, NC
Tannin exists is to inspire moments of connection through all-natural products that uplift oral health and enhance your daily life.
Vegan, Gluten Free, Non-GMO
Hair Care
AWARE Hair | Los Angeles, CA
AWARE is haircare with purpose. Our mission is to inspire awareness of the self and the senses through multi-restorative essentials made with 100% natural fine fragrances.
Female owned, Minority owned, AAPI, Vegan, Gluten Free, Non-GMO
Cria | Austin, TX
Cleanest scalp care for mindful menopause.
Female owned, Minority owned, AAPI, Vegan, Gluten Free, Non-GMO, Organic
Lina Lennox | Miami, FL
Our mission is to create elevated, 100% organic silk essentials that protect and nourish your hair while honoring sustainability. Biodegradable and free from plastic waste, our silk preserves hair health, and our recyclable tin packaging ensures a cleaner future—beauty without compromise.
Female owned, Minority owned, African American / Black, Organic
LushUs Hair | Richmond, VA
Lushus Hair nourishes every strand, every shade, and every story with non-toxic, plant-derived care—gentle, effective, and crafted for the whole family.
Female owned, Minority owned, African American / Black, Non-GMO, Plant-based
SWAIR | New York, NY
SWAIR makes time-saving haircare for people who workout, formulated with clean ingredients.
Female owned, Vegan, Gluten Free
Makeup
Daybird | Austin, TX
Daybird is an anti-beauty brand creating clean and vegan functional makeup for a one-step morning routine, giving you back your time and mental space to do what matters most.
Female owned, AAPI, Latinxs, Vegan, Gluten Free, Non-GMO
Yany Beauty | Peachtree City, GA
Our mission is to curate a collection of luxury, sustainable beauty, and personal care products and services that celebrate the diversity of cultures.
Female owned, Latinxs, Vegan
Skincare
Activist Skincare | Torrance, GA
High-performance, eco-conscious formulas with potent actives and pure botanicals, without toxic ingredients or wasteful packaging. Our skincare is as good for the planet as it is for your skin.
Female owned, Vegan, Gluten Free
BEJOU | Austin, TX
BEJOU is sensitive skin and hyperpigmentation-first skincare, featuring the first Latin American natural retinol alternative to smooth, brighten, and even skin tone. We bridge the gap between hyperpigmentation and sensitivity—because everyone deserves a healthy, radiant complexion without compromise.
Female owned, Minority owned, African American / Black, Latinxs, Vegan, Gluten Free, Non-GMO, Organic
DayBreak Skincare | Madison, WI
Our mission is to empower our customers with clean, science-backed skincare that soothes irritation and restores balance using premium hypochlorous acid for clear, calm, confident skin every day.
Vegan, Gluten Free
Syll Botanics | Superior, CO
Life is complicated—skincare shouldn’t be. Syll Botanics simplifies skincare without compromising results, safety, or sustainability—so taking great care of your skin feels effortless, no matter how busy life gets.
Female owned, Vegan, Gluten Free, Non-GMO
SYSTEM SKIN | Madrid, Spain
SYSTEM SKIN’s mission is to maximize results and minimize waste by delivering integrative skin rejuvenation in a single step—pushing the boundaries of efficacy, sustainability, and conscious consumption.
Female owned, Gluten Free, Non-GMO
