Product Finalists - Cosmetic Executive Women

Hair

Hair Coloring

Clairol

Blonde It Up

This at-home lightening technology with no bleach is created to help lighten hair up to five levels—without causing major damage. It is available in two shades— Platinum Bronde (for darker hair) and Platinum Blonde (for lighter hair).

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Hair Coloring

Color Wow

Root Cover Up

This root touch-up is designed to cover grays and dark roots, refresh highlights, and thicken and address thinning hairlines. Created not to be stiff, sticky, or waxy like mascaras or crayons, it also looks to be a water-resistant formula.

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Hair Coloring

Good Dye Young

I'm Bored

This semi-temporary color serum is created to allow consumers to try the brand’s bold colors without the commitment of a semi-permanent dye. Designed to be safe for all hair types, I’m Bored is an easy way to shake up self-expression. The color serum looks to combine salon-grade pigments with a non-toxic, conditioning formula that deposits a semi-temporary color.

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Hair Coloring

got2b

Color Pöp

Göt2b Color Pöp is an intense color and care hair mask that looks to deposit bright color onto locks. It aims to work in as little as five minutes and is designed to refresh hair color. Consumers can also leave the product on longer for up to 15 minutes for bolder, brighter color.

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Hair Coloring

L'Oréal Paris

Feria Platinum Bounce

Created to protect the hair from the inside out, this bleach innovation is designed to fit every hair type and texture—including curls, coils, kinks, and waves. It’s designed to give consumers the experience of a bold platinum result while maintaining hair’s natural shape pattern and elasticity.

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Hair Coloring

Madison Reed

The Great Cover Up Root Touch Up

This compact is designed for on-the-go touch-ups. It comes with a wide brush that’s created to apply to the roots on either side of the part or hairline, or where gray roots or outgrowth is visible. The application aims to take less than a minute, blend seamlessly with your color, and stay put until the next shampoo.

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Hair Coloring

Urban Alchemy

Prescription Blonde Toning Drops

These violet pigment drops aim to help consumers customize their own hair tone. Created to be mixed with shampoo, conditioner, masks, or leave-in products, it looks to help prevent unwanted brassiness and moisturize treated hair with vitamin B5.

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Hair Coloring

Wella Professionals

Color Fresh Masks

Available in 11 shades ranging from natural to bold colors, these are designed to be zero damage semi-permanent color depositing masks. They are created to maintain professional color in between coloring services at home. Free from silicones and animal-derived ingredients, these masks aim to be ready-made color and care formulas all in one.

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Hair Shampoo/Hair Conditioner

Briogeo Hair Care

Don't Despair, Repair! MegaStrength+ rice water protein + moisture strengthening treatment

An intensive weekly hair treatment that is designed to deliver the optimal balance of protein and moisture. Created to strengthen hair up to two times after one use and up to four times when used with the brand’s Don’t Despair, Repair! Super Moisture Shampoo and Deep Conditioning Mask. The product also looks to strengthen the hair cuticle and support healthy hair elasticity, while helping to protect hair against future damage.

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Hair Shampoo/Hair Conditioner

Drunk Elephant

Laini Latherless Conditioning Co-Cleanser

Created for all hair types, this no-lather cleanser aims not to strip away vital protective oils. Formulated with a blend of amino acids, hydration-boosting humectants, and biodegradable, plant-derived conditioning agents, this product looks to not only cleanse but to soften, detangle, fight frizz, and improve manageability.

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Hair Shampoo/Hair Conditioner

Drybar

Liquid Glass Instant Glossing Rinse

Boasting reverse-micellar technology, this rinse is created to smooth hair and leave a silky, high-shine finish in 30 seconds. It’s designed to be used post-shampoo and applied in a generous amount from root to ends, then left on for 10 to 30 seconds before rinsing out. Formulated with Amino Acid Complex, it looks to help fill in porous gaps in the lipid layer.

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Hair Shampoo/Hair Conditioner

Living Proof

Full Shampoo

This lightweight shampoo was created to gently cleanse without stripping hair and looks to leave it fuller, softer, and shinier. Formulated with the brand’s proprietary Amino Cleansing Complex , the shampoo aims to gently cleanse, repair, and protect hair while delivering fuller-looking, voluminous locks.

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Hair Shampoo/Hair Conditioner

Not Your Mother's

Naturals Rice Water and Himalayan Moringa Superior Strength Shampoo

This shampoo looks to cleanse hair without harsh chemicals and is formulated with a protein-rich, rice-water formula to build hair strength and give it the ultimate shine.

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Hair Shampoo/Hair Conditioner

Olaplex

Nº. 4P Blonde Enhancer Toning Shampoo

Created to strengthen, soften, and neutralize unwanted yellow tones, this shampoo looks to provide brighter, more manageable hair for those who are blonde, lightened, and gray. Infused with Olaplex’s exclusive multi-patented technology, it looks to relink the disulfide bonds in the hair to strengthen and repair. It aims to cleanse, tone, repair, and protect while keeping hair hydrated.

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Hair Shampoo/Hair Conditioner

Oribe Hair Care

Hair Alchemy Resilience Shampoo

This nourishing cleanser is formulated with chia seed, bio-fermented bamboo leaf, and plant-based protein. It aims to penetrate the hair cortex to build strength from within while forming a scaffold around each hair fiber to reinforce strands. A floral blend of daisy and honeysuckle extracts look to help lengthen locks by strengthening hair from the root and fortifying brittle ends.

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Hair Shampoo/Hair Conditioner

OUAI Haircare

Detox Shampoo

This clarifying shampoo is designed to deeply cleanse away dirt, oil, product buildup, and hard water deposits. Formulated with apple cider vinegar and hair-strengthening keratin, it’s created for use for all hair textures and types.

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Hair Shampoo/Hair Conditioner

Redken

Acidic Bonding Concentrate Intensive Treatment

Designed to be used on all hair types and textures, this treatment aims to repair hair at the deepest level of weakened hair bonds without adding weight. It looks to leave hair feeling revitalized in up to 10 minutes, and also aims to balance hair pH and provide strength repair for healthier hair.

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Hair Style/Hair Care

adwoa beauty

blue tansy treatment serum

A silicone-free serum, this serum looks to help to smooth and promote shine without leaving hair feeling greasy or weighed down. It’s also created to help reduce breakage and protect hair from heat damage during thermal styling. It aims to be frizz- and humidity-resistant.

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Hair Style/Hair Care

Bumble and bumble

Bond-Building Repair Styling Cream

Formulated with the brand’s Honey Bond-Building Complex, this styler aims to build new bonds to strengthen hair and help repair damage from the cortex to the cuticle. It looks to protect against heat tools (up to 450 degrees), fortify to help prevent breakage and split ends, achieve light hold and reduce frizz and flyaways.

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Hair Style/Hair Care

Dae Hair

Prickly Pear Hair Oil

Created to leave strands feeling smooth and hydrated, this essential oil scented hair treatment is formulated with fatty acids and proteins of argan oil. It is free from synthetics. The scent is inspired by the sweet, tart, and fruity aroma of the prickly pear fruit found in the Arizona desert where the brand is based.

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Hair Style/Hair Care

K18 Hair

Leave-In Molecular Repair Hair Mask

This leave-in treatment mask for all hair types looks to reverse damage in four minutes. The patented peptide technology aims to work to repair damage from bleach, color, chemical services, and heat. It also is designed to restore strength, softness, smoothness, and bounce to hair.

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Hair Style/Hair Care

Nutrafol

Growth Activator

Formulated with ashwagandha exosomes, this serum is designed to address immediate signs of hair thinning on the scalp. The natural, lightweight, and fast-absorbing serum incorporates green tea and pea sprouts, plus sea buckthorn and moringa, and looks to nourish the scalp, boost cell renewal, minimize breakage and activate thicker-looking, stronger-feeling hair.

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Hair Style/Hair Care

Olaplex

No. 9 Bond Protector Nourishing Hair Serum

This leave-in styling serum looks to protect hair from pollution for 48 hours. Antioxidant-rich and silicone-free, it aims to improve manageability, and smooth and protect all hair types for immediate results. It uses antioxidant red algae extract and a film-forming polymer that looks to neutralize free radicals and UVA/UVB, shield against pollution, guard hair from breakage, and protect against heat styling up to 450° Fahrenheit.

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Hair Style/Hair Care

Pantene

Gold Series New Lengths Anti-Breakage Serum

Featuring apricot oil and green tea, this serum is made especially for curly and tightly coiled hair types. The serum looks to help protect hair from damage and reduce breakage to foster length retention. It also aims to moisturize, strengthen, and protect from root to tip for visibly longer hair.

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Hair Style/Hair Care

R+Co BLEU

Reflective Shine Hairspray

A flexible hairspray, this looks to provide mirror-like shine and lightweight hold to add instant glamour to any style. It’s formulated with cold-pressed Brazilian tucuma butter and aims to keep hair soft and sleek while sealing the cuticle and repelling humidity. The hairspray contains date fruit extract, which looks to smooth hair while adding texture and volume.

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Hair Tools

Amika

Double Agent 2-in-1 Blow Dryer + Straightening Brush

A multi-tasking, 2-in-1 blow dryer and straightening brush, this item boasts three settings (blow dryer, thermal brush, and combo). The heat tool aims to help consumers customize their styles. It’s also designed to style hair three times faster, two times smoother, and make it 1.7 times shinier while reducing frizz by 30%.

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Hair Tools

BeautyBio

GloPRO Rejuvenating Scalp + Fuller Hair Therapy Set

This hair care duo is designed to improve hair density by 50% from the comfort of home. The GloPro Scalp Tool with cushion-flex engineering aims to gently reawaken the scalp and stimulate follicular activity (boosts growth potential) with zero tugging or breakage. The Healthy Scalp Serum, formulated with proprietary FolliGro complex looks to dissolve buildup, regulate oil, and banish flaking in one application.

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Hair Tools

Conair

InfinitiPRO by Conair Cool Air Styler

Designed to help create cascading waves, this tool looks to heat up in 30 seconds and is equipped with an outer barrel cooling system to set, style, and protect hair. Tourmaline ceramic-coated plates aim to heat up to 400°F, gliding along hair. The waves look to be set in place by the cooling outer barrel before being released. Uniform temperature recovery aims to distribute heat evenly, at just the right level, for consistent results. The tool includes low, medium, and high heat settings, plus a cool option.

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Hair Tools

DevaCurl

DEVADRYER + DEVAFUSER

Stylist co-developed with waves, curls, and coils in mind, the brand’s lightweight hair dryer features custom Curl Flexible Alternating Ionic Technology and aims to help consumers achieve voluminous curls or a sleek blowout. The brand’s patented, hand-shaped DevaFuser looks to surround curls in 360-degree airflow and get right to the roots (where it takes the longest to dry) to help curls dry faster.

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Hair Tools

Drybar

Reserve 3-In-1 Interchangeable Blow-Dryer

A 3-in-1 blow dryer, this item boasts three interchangeable attachments that aim to create a variety of customized blowout styles. It features the Concentrator Blow-Dryer Attachment which is designed for precision airflow for a super-fast blowout. The Oval Brush Blow-Dryer Attachment looks to give volume with a smooth, shiny finish. The Paddle Brush Blow-Dryer Attachment aims to create a sleek and straight blowout.

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Hair Tools

Dyson

Flyaway attachment

Designed to address flyaways by harnessing the Coanda effect—a phenomenon first engineered for styling within the Dyson Airwrap styler—it looks to attract and lift longer hairs to the front, while pushing flyaways through the hair and out of sight. By hiding flyaways, this attachment aims to increase strand alignment and enhance natural shine.

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Hair Tools

PATTERN Beauty

Edge Tool

Created to be super solid yet perfectly delicate, the Edge Tool includes an edge brush and mini comb side for endless swoops and swirls and a pointed styler side for the perfect finishing details. It looks to provide three tools in one for combing, brushing, or swirling short, unruly baby hairs. Made of vegan boar bristles, this styling tool and edge control brush aim to give the ultimate control to natural hair.

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Hair Tools

T3 Micro, Inc.

AireBrush Duo

This interchangeable hot air blow dry brush features two attachments and is created to provide 15 heat and speed combinations for personalized styling. It’s designed to provide smooth and sleek or bouncy and wavy hairstyles easily. Choose the round brush attachment, which looks to create bold, voluminous looks, or the paddle brush attachment, which aims to produce sleek, straight results. Featuring a powerful built-in ion generator and a smart microchip, T3 IonFlow technology aims to deliver an ion-enriched airstream and precise, digitally controlled heat for polished, frizz-free results.

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