Cosmetic Executive Women (CEW) celebrated this year’s Beauty Awards Finalists at the CEW Beauty Expo 2025. The members-only event was held on September 18, where more than 1,000 attendees networked with 270+ finalists in makeup, skincare, fragrance, hair care, wellness, and more.

The Expo, held in New York’s Metropolitan Pavilion, buzzed with excitement as attendees sampled luxurious skincare products, sublime scents, haircare solutions, and innovative ingredients.

On the first floor, visitors walked through a centrally located product demo area. On the second floor, there was a hands-on experiential area, brands offering hand massages, aromatherapy experiences, a nail bar, and a lounge area.

A Precursor to the Annual CEW Beauty Awards

The CEW Beauty Expo 2025 is a precursor to this year’s CEW Beauty Awards. The annual awards program has been running for 31 years, and were established to recognize excellence in the beauty industry.

The CEW Beauty Awards acknowledge indies, as well as established classics, and hold the distinction of being the only award voted on by industry insiders who know the best in beauty. Winning products in each category will be announced at the Beauty Awards Luncheon at the Hilton Midtown Hotel in New York City, on November 11, 2025.

‘Touch, Try, Experiment’—& Vote

The CEW Beauty Expo 2025 will drive votes for this year’s CEW Beauty Award winners, the organization says. The event offers a preview of the newest of-the-moment beauty products and trends—encourages CEW members to vote in the awards.

Andrea Nagel, Chief Content Officer, CEW emphasized the event as an opportunity for connectivity and experimentation—with the 276 finalists across 35 categories.

“The Beauty Expo gives attendees the time to touch, try, and experiment. It’s a time to connect everyone together, play with beauty, meet your colleagues, and vote. Voting offically opens today,” said Nagel.

Related: See the slideshow—Beauty Brands at the CEW Beauty Expo 2025

Immersive Brand Experiences at the 2025 CEW Beauty Expo

Beauty reps delivered product demos and immersive brand experiences. Event partner SpaChicks provided hand massages, nail services, and aromatherapy services.

Plus, there were numerous on-site activities. Here are a few highlights:

• Amazon featured a vintage photobooth and virtual try-on experience, where lipsticks by Clinique and Sulwhasoo, and tinted lip serum by Laneige gave attendees a chance to see themselves (virtually) in various hues and intensities.

• CVS’s Beauty & Wellness Carnival invited attendees to sniff and identify scents.

• IPSY presented a claw machine, where participants could zero in on a beauty product-filled cosmetic bag of their choice. (And everyone was a winner!)

• Drunk Elephant offered a Skin Smoothie Bar.

• Smartwater featured a Hydration Station.

• Kenvue presented a Spin the Wheel prize wheel.

• Additional activations were provided by Bazaarvoice, Tonnie’s Minis’ sweet treats, and PIMS, which offered a Coffee Bar.

An incredible array of beauty products across all categories were on display. Categories included Body Moisturizers, Body Scrubs, Fragrances, Shampoos, Facial Cleansers, and Treatments. The Makeup and Complexion categories included bases, lip color, and eye products. The Wellness and Indies categories showcased new trends, and the Trailblazer category featured the Iconic Beauty finalists.

The Sustainability Excellence Award finalists werr presented by dsm-Firmenich. The Suppliers Award: Ingredients and Formulations, presented by New York Society of Cosmetic Chemists.

The 2025 CEW Beauty Award Finalists

Take a look at the products that made the cut—here are 2025 CEW Beauty Award Finalists.

More About the Annual CEW Beauty Expo

For CEW members, the annual CEW Beauty Expo is a highlight of the year. The Expo is a high-energy event that is both pedagogic and performative. It brings products to life for hundreds of attendees and offers a welcoming platform for discovery.

Event sponsors this year were Platinum sponsors: Amazon and dsm-Firmenich; Gold Sponsors: Raymond James, CVS Pharmacy, and Bazaarvoice; Silver Plus and Silver Sponsors: Cosnova, Kenvue, Bath & Body Works, Beauty Barrage, Drunk Elephant, Elevation Labs, and IPSY. Event partners included: New York Society of Cosmetic Chemists (NYSCC), Cosmoprof North America, Beauty New York, PIMS, WWD/Beauty Inc., RPG, Spa Chicks®, and TM-Tonnie’s Minis.

CEW hosts numerous memorable events throughout the year, and many are open to both members and non-members. CEW is an inclusive organization, with more than 8,000 members globally. The organization empowers and advances women by providing the support, education, connections, and recognition necessary to elevate and advance careers.