Celebrating 20 years of excellence, the CEW Beauty Awards spotlight the most exceptional products in the industry. As part of this milestone year, we’re thrilled to present the exclusive CEW Beauty Awards Edit – a curated selection of the finest, award-worthy innovations across every category. From transformative skincare to standout makeup, these are the products setting the benchmark in 2025.

We were so proud of this collection (our biggest box of the year after the advent calendar!) that we decided it deserved its own moment in the spotlight. And where better to showcase it than British Vogue?

Commissioning a dedicated piece in the world’s most iconic beauty title felt only right for The Beauty Elite Edit, a curation of 20 carefully selected products (16 full-size), worth over £500, designed to elevate your self-care from the first spritz of pillow mist to the final swipe of lipstick.

Smart grooming is all about making smarter choices with ingredients, innovation, and multi-taskers.

Our MD, Dean, shared the lowdown (a cheat sheet, if you will) on how to use the items, along with some tips, tricks, and hacks.