Where It All Began
The Allure eyeliner award 2025 traces its roots to a simple observation: eyeliner had become the unsung hero of the beauty industry. While lipsticks and foundations dominated headlines, pencils and liquids were quietly revolutionizing looks. The award’s inception in 2018 was less about celebrating the past and more about acknowledging a shift. Beauty editors at Allure noticed that readers weren’t just asking, "Which liner gives the sharpest wing?" They were demanding answers to questions like, "How do I make this liner last 12 hours without smudging?" or "Can I use eyeliner as a brow gel?" The category was born from that curiosity. The early signs were subtle but telling. In 2018, the winners—Urban Decay’s 24/7 Glide-On and NYX’s Butter Liner—reflected a divide in the market. 24/7 Glide-On was the precision tool for editorial shoots, while Butter Liner was the drugstore favorite for effortless wear. The award didn’t just crown products; it highlighted a growing demand for versatility. Consumers wanted eyeliner that could do it all: wing it for a photoshoot, smudge it for a grunge look, and still stay put through a 10-hour flight. This duality became the blueprint for future winners.The Early Signs
By 2019, the Allure eyeliner award was no longer a novelty. The winners—Charlotte Tilbury’s Pillow Talk Liner and Anastasia Beverly Hills’ Brow Wiz—revealed a trend: liquid formulas were inching closer to the mainstream. Pillow Talk Liner wasn’t just an eyeliner; it was a cult beauty moment, marketed as a "buttery smooth" experience that could double as a brow gel. Meanwhile, Brow Wiz proved that precision could be accessible, not just a luxury. The award’s judges—makeup artists, beauty editors, and influencers—began to prioritize functionality over flash. The shift was subtle but seismic. Eyeliner was no longer just about the line; it was about the process. Consumers wanted products that simplified their routines, and the award reflected that. In 2020, the winners—Maybelline’s Sky High Precision and Too Faced’s Better Than Sex—reinforced this idea. Sky High Precision was a drugstore staple that delivered salon-level results, while Better Than Sex remained a favorite for its long-wearing formula. The award had become a barometer for what the industry considered essential—not just desirable.The Turning Point
The Allure eyeliner award 2025 didn’t become a cultural touchstone until 2021, when Fenty Beauty’s Killawatt Liner took center stage. It wasn’t just another matte black pencil; it was a symbol. Rihanna’s brand had already disrupted the beauty world with its inclusive shade ranges, and Killawatt was the perfect extension of that ethos. The liner’s cult following wasn’t just about its formula—it was about the community it built. Fans praised its smudge-proof nature, its ability to create everything from a sharp wing to a soft smoky eye. The award’s judges recognized that Killawatt wasn’t just a product; it was a movement. That year, the Allure eyeliner award began to carry weight beyond the beauty aisle. It became a shorthand for what eyeliner could be: a tool for self-expression, a statement of identity, and a reflection of the times. The winners weren’t just chosen for their performance; they were chosen for their story. By 2022, the award had evolved into a platform for innovation, with winners like Pat McGrath Labs’ Mothership Liner and Natasha Denona’s Brow Bomb pushing boundaries in texture and application."Eyeliner isn’t just makeup anymore. It’s a language. And the Allure award is the dictionary we all consult." — Pat McGrath, 2022 Allure Beauty Awards judge
The Build-Up, Year by Year
| Year | Winners | What Changed |
|---|---|---|
| 2018 | Urban Decay 24/7 Glide-On, NYX Butter Liner | The award’s debut highlighted the divide between precision and accessibility. |
| 2019 | Charlotte Tilbury Pillow Talk Liner, Anastasia Brow Wiz | Liquid formulas and multi-use products gained traction. |
| 2020 | Maybelline Sky High Precision, Too Faced Better Than Sex | Drugstore brands proved they could compete with luxury. |
| 2021 | Fenty Beauty Killawatt Liner | The award became a symbol of inclusivity and innovation. |
| 2022 | Pat McGrath Mothership Liner, Natasha Denona Brow Bomb | Texture and application techniques took center stage. |
Lessons From the Journey
- Inclusivity sells. The rise of Fenty Beauty’s Killawatt proved that consumers want products that reflect their identities.
- Functionality matters more than hype. Winners like Maybelline’s Sky High Precision show that long-wearing formulas are non-negotiable.
- Texture is the new frontier. From liquid to gel, the award has celebrated innovation in application.
- Drugstore brands are no longer underdogs. NYX and Maybelline have consistently competed with luxury names.
- The award’s influence extends beyond beauty. It’s now a cultural marker for trends like "grunge eyeliner" and "brow-liner hybrids."
Where Things Stand Today
As the Allure eyeliner award 2025 approaches, the category has never been more competitive—or more diverse. The winners of past years have set a high bar: products must now deliver on performance, accessibility, and cultural relevance. This year’s contenders include Huda Beauty’s Liner in a Bottle, a liquid formula that’s been praised for its precision, and KVD Beauty’s Tattoo Liner, a cult favorite for its long-wearing, waterproof formula. The judges are also keeping an eye on emerging brands like Rare Beauty and Saie, which have redefined what eyeliner can look like—from soft, smudged edges to bold, graphic lines. The award’s evolution mirrors the beauty industry itself. Where it once celebrated the sharpest wing, it now honors the most versatile product. The winners of 2025 will likely reflect this shift: a mix of established favorites and bold newcomers. The Allure eyeliner award has become more than an accolade; it’s a reflection of how we wear—and think about—makeup.
Conclusion
The Allure eyeliner award 2025 isn’t just about crowning the best pencils and liquids of the year. It’s about recognizing how eyeliner has become a tool for self-expression, a canvas for creativity, and a symbol of inclusivity. From its humble beginnings as a category in 2018 to its current status as a cultural touchstone, the award has evolved alongside the beauty industry. It’s a reminder that makeup isn’t just about looking good—it’s about feeling empowered. As the winners of 2025 are announced, one thing is certain: the Allure eyeliner award will continue to shape the future of beauty. The products that win won’t just be the best on the market; they’ll be the ones that redefine what eyeliner can do.Comprehensive FAQs
Q: How are the winners of the Allure eyeliner award 2025 selected?
The selection process involves a panel of judges—makeup artists, beauty editors, and influencers—who evaluate products based on performance, innovation, and cultural impact. Public voting also plays a role, with readers casting their ballots for their favorite liners.
Q: Which brands have won the Allure eyeliner award the most times?
As of 2024, Too Faced and Urban Decay have been the most frequent winners, each with multiple accolades. Fenty Beauty and Pat McGrath Labs have also gained recognition for their standout formulas.
Q: Can drugstore brands really compete with luxury liners in this award?
Absolutely. The Allure eyeliner award has consistently highlighted drugstore favorites like Maybelline and NYX, proving that performance and affordability are key factors in the judging process.
Q: What’s the biggest trend in eyeliner right now, according to the award’s history?
The shift toward multi-use formulas—liners that can double as brow gels or smudge-proof pencils—has been a defining trend. The award has also celebrated bold textures, from liquid to gel.
Q: How has the Allure eyeliner award influenced beauty trends?
The award has played a role in popularizing trends like "grunge eyeliner," "brow-liner hybrids," and long-wearing formulas. It’s also been a platform for inclusivity, with winners like Fenty Beauty’s Killawatt breaking barriers.
Q: Where can I follow updates on the Allure eyeliner award 2025?
Official announcements are made on Allure’s website and social media channels. Beauty influencers and industry publications also cover the event leading up to the ceremony.
