• Overview
• Judge Selection
• Meet the Experts
• Pillars Of Proof

We are most interested in products beyond the conceptual stage that are either in limited distribution or ready to be brought to market quickly.

We're continually searching for the next innovative, one-of-a-kind breakthrough in beauty.

The Search

How do we find true beauty breakthroughs? We search for them!

Breakthrough in Beauty™ represents a new, more personal era in beauty retailing. The "Breakthrough in Beauty" search involves the review of thousands of products each year that are submitted by chemists, formulators, research labs, and beauty entrepreneurs alike to find the best professional-level products on the market.

Winners of this search are chosen after passing rigorous tests in our product evaluation laboratory, which triple-tests all product claims. If the product has the "Breakthrough in Beauty" winner seal, then you know that it has been extensively reviewed and tested by leading doctors, scientists, and consumer experts.

We search for innovative products that work, fit women's needs, and make an important difference in women's lives—in all beauty, skincare, and cosmetic categories. Our customers can rest assured that our Breakthrough in Beauty portfolio of brands delivers on promises. Many beauty products may not back up their promises with a money-back guarantee, but we do! As a matter of fact, we back up our products with one of the longest guarantees in the industry.

We continually search for only the very best in undiscovered, innovative beauty products. Once found, we incubate them and provide them with growth opportunities and guidance, thereby allowing innovators to thrive and their products to become irreplaceable in women's lives.