IT IS WITH GREAT AUTHORITY THAT WE SAY OUR AWARDS ARE THE BEST IN THE BUSINESS. AND THE REASON FOR OUR CONFIDENCE IS SIMPLE. IT ALL BOILS DOWN TO RESEARCH. As early as April, we send out a call for entries, based on 32 different categories. By July, after carefully sifting through the entries – 964 products this year – we send out letters to the entire ELLE network, asking for the editors and beauty editors of 43 editions to vote for their favourites. We put up an online poll to get your votes and, at the same time, we start the process of trying out every shortlisted product. Twice. Only after all the results are collated are the winners decided. BY THE END OF THIS EXERCISE, EVERYONE IN THE ELLE TEAM IS A BEAUTY EXPERT. AND THIS SKILL IS COMMUNICATED IN OUR PAGES.

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