Meet the Breakthrough Beauty Brands Winning Big in 2025

LONDON, UK – The world of beauty saw a major shakeup this year as three standout brands – Akt London, Yse Beauty, and Ruka – claimed the spotlight by winning the Breakthrough Track of the prestigious Business of Beauty Global Awards 2025. This year’s ceremony celebrated the brands that are changing the beauty industry with innovation, inclusivity, and sustainability.

The event, hosted in London, recognized brands from around the world for their impact, creativity, and forward-thinking business models. Akt London, Yse Beauty, and Ruka stood out among dozens of global contenders, leaving a lasting impression with their compelling missions and strong connections to today’s beauty consumers.

What Is the Breakthrough Track?

The Breakthrough Track is one of the most anticipated categories at the Business of Beauty Global Awards. It honors rising brands that have made significant advancements in product innovation, branding, community engagement, and market growth within a short period.

The winners of this track are carefully selected by a panel of industry experts, editors, and beauty insiders. Their decision is based not just on product performance, but also on values like sustainability, inclusivity, brand story, and global reach.

This year’s winners exemplify all of those traits — and more.

Akt London: Sweating the Details, Naturally

Akt London was co-founded by West End performers Andy Coxon and Ed Currie. After struggling to find deodorants that could withstand the rigors of stage performance while being safe and natural, they created Akt – a deodorant balm designed to be as effective as clinical options, but without harmful chemicals.

Since its launch, Akt has become a cult favorite, praised for its sleek packaging, gender-neutral fragrance options, and powerful performance. It has especially found loyal users among those seeking plastic-free, vegan, and aluminum-free personal care products.

At the awards, Akt London was celebrated not just for their high-performance products, but for their brand’s authentic backstory and commitment to sustainability. Their dedication to reducing plastic waste through biodegradable tubes and minimal packaging is a major selling point among eco-conscious consumers.

Yse Beauty: Making Skincare Simple Yet Effective

Yse Beauty, founded by influencer and skincare entrepreneur Molly Sims, focuses on simplifying skincare without compromising on results. The brand is aimed at busy individuals who want a streamlined routine with clinically backed formulas.

The judges applauded Yse Beauty for its consumer-first approach and transparency. Instead of overwhelming users with long ingredient lists or unnecessary steps, the brand highlights key actives like vitamin C, niacinamide, and peptides in products that fit seamlessly into daily life.

Yse Beauty’s tagline, “smart skin for real life,” has resonated strongly with millennials and Gen Z consumers who are often skeptical of overly complex beauty routines. Their award win also recognized the brand’s transparency in clinical trials, approachable packaging, and commitment to dermatological integrity.

Ruka: Haircare That Celebrates Every Curl

Ruka, a UK-based brand founded by Tendai Moyo and Tumi Soyinka, was launched to meet the specific needs of Black women and people with textured hair. Ruka has redefined the beauty space with its high-quality, ethically sourced extensions, wigs, and haircare tools designed specifically for afro-textured and curly hair.

The brand has filled a massive gap in the market by offering hair products that prioritize both style and scalp health. Ruka’s innovative use of tech-driven customization, transparent hair sourcing, and a strong community approach made them a standout in this year’s awards.

What impressed the judges most was Ruka’s mission: to empower people of color to feel seen, celebrated, and catered to in the mainstream beauty industry — a space where their needs have historically been overlooked.

Why These Wins Matter

The success of these three brands marks a significant shift in what modern beauty consumers expect. Sustainability, transparency, inclusivity, and effectiveness are no longer optional — they are essential.

Each of the winners is led by founders who deeply understand their customers and bring personal insight into their product development. Whether it’s tackling the lack of effective natural deodorants, simplifying skincare, or offering inclusive hair solutions, these brands are making real changes that resonate far beyond just sales.

These brands are not only rewriting beauty standards but are also setting benchmarks for how ethical and diverse beauty brands can thrive globally.

Business of Beauty Global Awards 2025: A Spotlight on Change

The 2025 edition of the Business of Beauty Global Awards has been the most competitive and forward-thinking yet. According to organizers, the goal this year was to spotlight innovation in beauty that prioritizes consumer well-being, environmental responsibility, and cultural relevance.

The inclusion of the Breakthrough Track specifically aims to honor small to mid-sized brands that are scaling rapidly without compromising their founding values.

As the global beauty market continues to grow — expected to surpass $580 billion by 2027 — these awards help spotlight brands that are not only profitable but also purpose-driven.

What’s Next for the Winners?

Akt London is expected to expand into new international markets, with a focus on the U.S. and Europe. Yse Beauty is developing new skincare categories based on consumer feedback and clinical research. Meanwhile, Ruka is growing its product range and building out community-driven hair education platforms to help more people care for and love their natural hair.

Winning the Breakthrough Track gives these brands a powerful platform to reach investors, retailers, and consumers worldwide — and the beauty world is watching closely.

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