The Glossy Pop Awards recognize the best and most culturally relevant beauty and fashion products, campaigns, people and brands. This year’s finalists are going beyond straightforward product marketing to create memorable, real-world and digital experiences that deepen emotional connections, foster communities and generate cultural buzz across touch points.
In the Brand of the Year category, nominees include Rhode. Launched in 2022 by Hailey Bieber and acquired by E.l.f. Beauty in 2025, Rhode has expanded beyond skincare into a brand built around community, cultural relevance and immersive experiences. Over the past year, the brand translated viral product launches into destination activations, including Rhode World at Coachella, a beach club in Mallorca and Snow Club in Montana, while successfully extending demand into retail. Its Sephora debut became the retailer’s largest North American beauty launch, with three products sold every second during opening weekend. Combined with record-breaking launches internationally and rapid business growth, Rhode demonstrated how experiential marketing and community engagement can drive sustained commercial success.Among the nominees in the new Brand x Brand Product Collaboration category are Coach and The Sims 4. Coach expanded its gaming strategy by launching an open-access collection in The Sims 4, bringing its “Courage to Be Real” brand platform into one of gaming’s most creative communities to authentically engage younger audiences. Players could customize avatars and virtual spaces with Coach apparel, handbags and accessories, while an integrated campaign spanning influencer partnerships, media outreach and community competitions extended the activation beyond the game. The campaign generated 31.9 million in-game impressions, 122 million item try-ons and 75,000 downloads, increasing brand familiarity, consideration and purchase intent.
