British brands triumph at breakout awards

Erim Kaur, founder of ByErim, secured a guaranteed listing across 10 Boots stores.

Rising UK beauty brands, ByErim and Make Waves, have been crowned winners of the Breakout Beauty UK 2025 accelerator programme.

Launched by Growth Studio with headline partners Boots and TikTok Shop, the programme is the world's first accelerator dedicated to beauty founders.

Brand founders Erim Kaur (ByErim) and Oliver Batiste and Owen Machon (Make Waves) secured a guaranteed Boots listing across 10 stores and a prize package worth £350,000.

Special recognition prizes celebrated other standout finalists including Stria Lab, which won the Innovator Award; Clear for Men and Ominira Naturals, which shared the Impact Award; Project Plump, which took Best Brand; and Louis Watkins of Clear for Men, who received a Special Recognition Award for his advocacy-led skincare.

From over 200 applicants, the 12 brand cohort showcased diversity, sustainability and community impact, with 80% female founders and strong BAME representation.