For the past 20 years, NewBeauty has been at the forefront of identifying leading beauty brands of the future. Early on, NewBeauty identified and covered now-household names such as IT Cosmetics, Drunk Elephant, True Botanicals, Tatcha and more. As we look ahead, we’re ready to discover the next big hits.
The NB100 initiative serves to identify and highlight the next big brands in beauty through a rigorous process of interviews, in-depth analysis, research and expert insight. All submissions will be individually assessed based on growth, innovation and impact, and evaluated by a team of NewBeauty editors and trusted advisors.
Key Dates:
Early application opens: May 1, 2026 ($299)
General applications open: May 18, 2026 ($499)
Application deadline: June 30, 2026
Selection Criteria
In order to be named an NB100 winner, companies must demonstrate the following:
- A unique brand identity
- A meaningful value proposition
- Dedication to high-quality products
- Consistent investment in product development
- Proven track record of growth
- Strong consumer following
- Dedication to communities and consumers the brand serves
- Strong leadership team
Winning a NB100 honor holds significant weight in the industry, so the selection process is extensive and thorough. NewBeauty will accept applications between February 1 and May 1, 2025. Brands will be asked to complete the application with all relevant information to help differentiate their business from others. NewBeauty’s assessment committee will begin its extensive research process to identify brands that will move on to stage two, the virtual interview portion of the assessment. All brands selected for stage two (June) will attend a virtual interview with a NewBeauty assessment committee member to discuss the brand and why it should be awarded. NewBeauty will select up to 100 winning brands across skin care, hair care, wellness, ingestibles, beauty tools, and cosmetics.
Who can apply?
Companies founded on or after January 1, 2020.
Why apply?
Winner Coverage
NB100 Class of 2026 will be announced in the winter issue of NewBeauty. Brands who are awarded with the NB100 designation will also receive extensive coverage across NewBeauty’s platforms, including coverage on NewBeauty.com, mentions and posts on NewBeauty’s various social media platforms, callouts to NewBeauty’s email subscribers, and more.
It is NewBeauty’s goal to ensure all of our beauty-obsessed readers get to know NB100 winners and why they were selected. In addition to consumer-facing coverage, NewBeauty will announce NB100 winners to industry leaders and change-makers, including major beauty-focused venture capital firms, key buyers across major retailers, M&A leads at major beauty companies, and leading private equity firms.
Every company that applies will be vetted by NewBeauty’s editorial team and trusted team of advisors and experts. Finalists will be featured on a dedicated section on NewBeauty.com with a company profile and quote from the company founder(s).
Brand Seal
Display the esteemed “NB100” seal on your website and marketing materials, proudly showcasing your achievements among the early-stage beauty brands in the market.
How to Apply:
Complete your NB100 registration below:
Have any questions or concerns? Email the NB100 team at nb100@newbeauty.com
