On January 29, 2025, the closing ceremony of ELLE Kazakhstan Beauty Awards 2025 took place in Almaty. The annual award summarizes consumer and expert choices in the beauty segment and is widely regarded by the market as an indicator of current audience preferences and key product trends in cosmetic and fragrance retail.

In 2025, the voting covered 39 categories, with 42 brands and 103 products participating. According to the organizers, 158,243 people took part in the voting, casting a total of 3,797,832 votes. Products were evaluated based on formula effectiveness, ease of use, compliance with stated claims, and relevance to mass-market consumer expectations.

The award encompassed mass market, direct sales, and luxury segments, offering a comprehensive snapshot of the market across different distribution channels. Brands such as Amway, Avon, Mary Kay, and Siberian Wellness received the highest number of awards in the direct sales categories. In the mass market segment, both international and regional brands were among the winners.

Special attention was also given to the beauty retail category: “Золотое яблоко” was named Best Beauty Retailer following the voting results, reflecting its strong position in omnichannel sales and assortment strategy within the local market.

ELLE Kazakhstan Beauty Awards 2025 Winners

Decorative Cosmetics

• Best Eyeshadow: Farina Morelli
• Best Makeup Fixer: Flawless Makeup Fix Spray — Shik Studio
• Best Lip Liner: Vivienne Sabo 07
• Best Contouring Product / Palette: Influence Beauty, 3-in-1 Stick
• Best Brow Product (Mass Market): Dipbrow — Anastasia Beverly Hills
• Best Brow Product (Direct Sales): Amway
• Best Powder (Mass Market): Skin Paradise Soft Velvet Finishing Powder — Dear Dahlia
• Best Powder (Direct Sales): Avon
• Best Mascara (Mass Market): Darling* Lash Cocoon 38 °C
• Best Mascara (Direct Sales): Avon Lash Genius
• Best Lip Product (Mass Market): Maybelline
• Best Lip Product (Direct Sales): Avon Nourishing Lip Oil
• Best Blush (Mass Market): GlamMe
• Best Blush (Direct Sales): Avon Blush Pearls
• Best Foundation (Mass Market): Velvet Cover 102 Milk — Shik
• Best Foundation (Direct Sales): Mary Kay Multi Benefit Concealer

Facial Skincare

• Best Cleanser (Mass Market): Vichy Normaderm Phytosolution
• Best Cleanser (Direct Sales): Amway Renewing Foaming Cleanser
• Best Face Cream (Mass Market): Angiopharm Moisturizing Cream
• Best Face Cream (Direct Sales): Avon Anew Power Cream
• Best Targeted Care (Mass Market): FOR ME by Gold Apple Niacinamide + Retinol
• Best Targeted Care (Direct Sales): Siberian Wellness Ultimate Moisture Beauty Serum

Beauty Gadgets & Home Products

• Best Facial Device: Amway
• Best Kitchen Appliance: Trouver AF20 PRO Air Fryer
• Best Home Appliance: Trouver M50 Ultra Wet & Dry Vacuum Cleaner
• Best Brush Set: Farina Morelli
• Best Hair Dryer: Philips Series 8000 BHD 837/10
• Best Hair Styler: Trouver Master 10

Fragrances

• Best Fragrance (Luxury): Chopard Vetiver d’Haiti au Thé Vert
• Best Fragrance (Direct Sales): Siberian Wellness Neroli Tea & Bergamot

Haircare

• Best Shampoo (Mass Market): RYO
• Best Shampoo (Direct Sales): Amway
• Best Conditioner (Mass Market): OLLIN Professional Moisture Conditioner
• Best Conditioner (Direct Sales): Avon Absolute Nourishment
• Best Hair Mask (Mass Market): SONO Argan
• Best Hair Product (Direct Sales): Amway Satinique™ Anti-Hair Loss Scalp Tonic

Body Care

• Best Body Care (Mass Market): Comfort Zone Body Strategist D-Age Cream
• Best Body Care (Direct Sales): Mary Kay Satin Hands

Oral Care

• Best Toothpaste: Amway Glister

Beauty Retail

• Best Beauty Retailer: "Золотое яблоко"