2025 Rule-Breaker Awards

Rule Breaker Awards Voting Portal

Cast your votes for 2025 Rule Breaker Awards, presented by TheTease.com! In 2025, The Tease is celebrating beauty’s boldest visionaries with our Rule Breaker Awards. This year-long celebration will shine a spotlight on the fearless innovators who dared to defy conventions and reshape the beauty industry. In Vol. 1 (June 2025) of PRINTED by TheTease.com, we unveiled the finalists across ten game-changing categories, honoring the disruptors and risk-takers who have made their mark. But here’s where it gets exciting: you get to decide the winners! Through our exclusive online voting portal, readers will cast their votes to determine which brands truly embody the spirit of rule-breaking excellence. The winners will be revealed in Vol. 2 (December 2025), capping off a year of celebrating those who broke the mold and changed the game. This isn’t just a list—it’s a movement, a legacy in the making. So, who broke the rules best? You decide.

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PR/Marketing Powerhouses:(Required)

These brands don’t just launch products—they launch movements. With jaw-dropping campaigns, viral moments, and disruptive storytelling, they’ve redefined how beauty brands connect with professionals and consumers alike.

Danessa Myricks – Danessa Myricks Beauty may not rely on flashy campaigns or influencer trips, but their innovative formulations and dazzling finishes have catapulted the brand to stardom. Known for a stunning array of shades, Danessa Myricks continues to thrive in the beauty scene thanks to its proprietary products and organic social media buzz.

Denman – Known for its legacy in professional beauty tools, Denman became a viral sensation when curly hair influencers showcased the brand’s brush as an essential tool for defining curls. With strategic marketing that emphasized modern imagery and new brush designs, Denman turned their iconic product into a social media must-have.

K18 – K18 went viral with the hashtag #K18results,thanks to influencers like Alix Earle and the power of TikTok. What started as a buzz on social media turned into one of the fastest-growing brands in the beauty industry. With their clinically proven and science-backed haircare, K18 continues to captivate professionals and enthusiasts alike, keeping their momentum going with viral campaigns.

Pat McGrath Labs – No one was immune to the viral content flooding the internet after Pat McGrath Labs launched porcelain doll-inspired makeup looks at the Margiela runway show. Known for pushing the boundaries of packaging and textures, McGrath capitalized on the brand’s moment in the spotlight by introducing a skincare mask designed to replicate a runway look—perfect for social media fame.

Summer Fridays – Summer Fridays revolutionized the beauty marketing game with their now-iconic airport security bin flat-lays. Their clever campaign at LAX, which turned TSA bins into branded billboards to promote the Jet Lag Mask, made airport terminals one of the most unexpected beauty content hotspots. The brand has redefined how beauty marketing engages consumers in public spaces.

Distribution Disruptors:(Required)

Forget the old playbook—these distributors and retailers tore it up. Whether by redefining pro-only distribution, challenging salon exclusivity, or finding new ways to get products into the hands of stylists, they’ve changed how beauty is bought and sold.

Ethos Beauty Partners – When two distribution leaders—Art of Business and East Coast Salon Services—joined forces, a game-changer was born. Under third-generation beauty entrepreneurs Kara Klet and Josh Hafetz, the merger created a powerhouse with a reimagined approach to education, sales, and marketing, setting a new standard for distributor innovation.

Evolve Salon Systems – What started as a regional distributor grew into a powerhouse by identifying gaps in the professional market and launching its own brands to fill them. This strategy gave Evolve the freedom to expand into new territories without traditional distribution constraints.

KEVIN.MURPHY MID-ATLANTIC – When the team behind KEVIN.MURPHY MID-ATLANTIC transitioned from their previous distribution model, they didn’t miss a beat. Reshaping their structure, re-aligning the sales force, and setting out as the first official KEVIN.MURPHY-owned distribution house in North America, they’ve set a new precedent for brand-owned distribution.

Marlo Beauty – A true pioneer in beauty distribution, Marlo Beauty Supply started as a small store chain in Metro Detroit before pivoting to catalog sales in the ’90s—a bold move at the time. They later doubled down on innovation by launching one of the first professional beauty distribution websites, proving their ability to evolve with the industry.

Salon Services PRO – What began as a single-state, single-brand distributor has grown into an 11-state force, redefining how the industry supports beauty professionals. With purpose-driven support rooted in data, adaptability, and care, Salon Services PRO goes beyond traditional distribution—offering business-building tools like flexible education, strategic partnerships, and green initiatives to help clients build financially healthy, sustainable careers and lives they love—whether behind the chair, in the treatment room, or beyond.

Education Boundary Breakers:(Required)

For these innovators, education isn’t just a service—it’s a revolution. Whether through cutting-edge digital learning, radical hands-on experiences, or by challenging traditional beauty school methods, these brands are rewriting the rules of professional education.

Free Salon Education – At a time when everything is locked behind a paywall, Free Salon Education is doing the unthinkable—offering cutting-edge, highly detailed training for free. Their content is easily accessible on YouTube and Facebook, bringing pro-level education to every stylist, no matter where they are.

Haircation – The extension industry has long been an exclusive, high-cost space, with pricey in-person certifications that can be out of reach for many stylists. Haircation is changing the game by offering online, self-paced training—bringing professional extension education to stylists everywhere, no travel required.

Nail Career Education – Nail education is often overlooked in pro beauty, but Suzie, the founder of Nail Career Education, is changing that. Through detailed, in-depth tutorials on YouTube and in-person workshops in Canada, she’s making high-quality nail education more accessible than ever.

Pivot Point – Best known in the professional space for their industry-best mannequins, Pivot Point is so much more. Their research, analytics, and groundbreaking educational frameworks have shaped the backbone of modern beauty education, influencing schools and curriculums worldwide. Most recently the groundbreaking brand has developed the industry’s first fully recyclable mannequin system called the Cap Series in partnership with fellow Rule-Breaker Finalist GreenCircle.

Thriving Stylist – While most education focuses on technique, Britt Seva and the team at Thriving Stylist are tackling the business side of beauty. From branding and social media strategy to client retention, they give stylists the tools to turn their craft into a thriving business.

Eco-Activists:(Required)

Sustainability isn’t a trend—it’s their mission. These brands go beyond greenwashing, taking real action with groundbreaking formulations, sustainable sourcing, and game-changing packaging that prove beauty can be both high-performing and planet-friendly.

Davines – Sustainability, the Italian way. Davines doesn’t follow trends—it sets them, prioritizing ethical sourcing, renewable energy, and waste reduction long before it was mainstream. From their re-usable, recycled packaging to their regenerative farming initiatives, Davines is proving that good hair and good ethics go hand in hand.

Green Circle Salons – Waste doesn’t have to be the end of the story. Green Circle Salons helps salons collect and recycle everything from hair clippings to foils, repurposing waste into innovations like oil-absorbing mats for ocean cleanups. It’s a circular economy in action—one haircut at a time.

MOB Beauty – Single-use plastic in cosmetics is an epidemic, but MOB Beauty is rewriting the rules. Cofounded by the former founding chemist of MAC Cosmetics, MOB is leading the charge with sleek, refillable packaging and innovative, biodegradable molded fiber alternatives, proving that sustainability and high-performance beauty can coexist.

Oway – Glass packaging in hair care? It sounds impossible, but Oway made it a reality. Their dedication to sustainability goes beyond just aesthetics—they’ve optimized shipping, minimized waste, and redefined what’s possible for eco-conscious salon brands.

R+Co BLEU – R+Co BLEU proves that sustainability and luxury aren’t mutually exclusive. R+Co BLEU merges high-fashion editorial aesthetics with planet-friendly innovation, delivering performance-driven formulas in eco-conscious packaging. This is sustainable luxury — redefined.

Tool/Tech Titans:(Required)

From rethinking hot tools to engineering futuristic salon tech, these brands are shaping the next era of professional beauty. With innovation at their core, they’re turning science fiction into salon reality.

Dyson – The brand that redefined the hair dryer hasn’t stopped innovating. From the original Supersonic™ to the sleek Supersonic r™, and the cutting-edge Corrale™ straightener, Dyson’s tech-driven approach keeps them at the top of every stylist’s wishlist.

ghd – Flat irons? ghd calls them Stylers—because they’ve redefined the category. This UK powerhouse has led the charge in heat styling innovation, expanding from its iconic iron into wet-to-dry tools, curling wands, round brushes, and high-tech blow dryers.

KUPA – When it comes to nail technology, the E-File reigns supreme, and KUPA is the undisputed king. With industry-trusted tools, impeccable quality, and unmatched customer support, KUPA is the name to know for nail professionals worldwide.

Nicky Clarke – Infrared is the next frontier in styling, and Nicky Clarke is leading the charge. This celebrity stylist-founded brand is pushing the limits of LED and infrared technology, with an expanding lineup of tools designed to protect hair while delivering pro-level results.

Rephr – Crowdsourced. Crowdfunded. Crafted in Japan. Rephr is shaking up the luxury makeup brush industry by putting power in the hands of the pros. Their concept store allows customers to test and give feedback, directly influencing the development of their next-gen brushes.

Branding Badasses:(Required)

These brands are impossible to ignore. With unmistakable aesthetics, unforgettable voices, and identities so distinct they’ve become icons, they’ve transformed branding into an art form that professionals and consumers can’t resist.

Ellis Faas – In the world of cosmetics, sleek black packaging is the go-to. But Ellis Faas—an editorial makeup artist known for pushing boundaries—changed the game. Her clinical, futuristic, and tactile designs broke every convention. While not a household name, to those in the know, an Ellis Faas product is unmistakable.

KEVIN.MURPHY – Custom molds are a risky investment for a startup, especially when they completely defy industry norms. But KEVIN.MURPHY’s decision to launch with sleek, square packaging wasn’t just disruptive—it was intentional. The eco-friendly design became an instant signature, and today, spotting KEVIN.MURPHY in the background of your favorite reality show is like seeing an old friend.

Oribe – At what point does packaging become art? Oribe answered that question by elevating every bottle and jar into a sculptural masterpiece. Custom components with gleaming finishes and luxurious textures make their products look as opulent as they feel, turning vanity displays into gallery-worthy showcases.

Qiqi – Retexturizing products rarely push aesthetic boundaries, but Qiqi is the editorial oddball the category didn’t know it needed. Eschewing the expected “luxury” approach, the brand’s cerebral, futuristic, and almost extraterrestrial vibe makes every product, post, and package instantly recognizable.

SACHAJUAN – Making simplicity a statement is no small feat, but SACHAJUAN mastered it. Launched over two decades ago, the brand’s amber glass-inspired bottles with minimalist labels and elongated white caps remain unchanged—a testament to the power of timeless design and Sacha Mitic’s branding genius.

Nail Tech Trailblazers:(Required)

Nails are more than just polish—these brands proved it. By pioneering new formulations, pushing the limits of nail art, and making bold self-expression the standard, they’ve cemented themselves as leaders in an often-overlooked sector.

Aprés Nail – Before Aprés Nail, it was gel, acrylic, or dip. But when they launched Gel X, the nail industry was never the same. Soft gel tips that could be applied like sculpted nails in 1/3 the time sparked a revolution. While others scramble to catch up, Aprés continues to innovate with fresh drops every year.

Function of Vex – This indie gel brand has captivated everyone from DIYers to fashion week pros with its edgy aesthetic and penchant for barrier-breaking innovations. Their multi-functional formulas, pressed pigments for airbrush effects, and chrome products simplify the process, empowering artists to create effortlessly. Top it all off with elevated branding and packaging you’ll actually want to display at your station, Function of Vex is impossible to ignore.

Manicurist – Green beauty claims in nails? It’s rare, but Manicurist is breaking the mold. Their Green Flash line is the first LED-cured polish that’s easy to remove without the need for e-files or acetone, paving the way for cleaner, greener nail tech innovations.

Mooncat – Mooncat is a brand that believes nails should enter the room first. And with their innovative finishes and colors, it’s hard to argue. Their standard lacquer formulas bring next-level color to your fingertips, setting new standards for what nail polish can do.

Voesh – Ask any nail salon owner about the biggest struggle in running their business, and they’ll tell you—inventory. Enter Voesh, who’s made it easy with single-use, pre-portioned kits for every step of a pedicure. No waste, no hassle—just fresh, innovative solutions for the busy nail tech.

Skin Savants:(Required)

These brands broke the rules of skincare to build something better. From pushing ingredient boundaries to developing treatments that challenge industry norms, they’re proving that great skin doesn’t have to follow the status quo.

Botnia – Botnia has perfected the art of small-batch, effective skincare made with food-grade ingredients and packaged in eco-friendly materials. Their kraft paper and aluminum packaging reflect the brand’s commitment to sustainability, while the beautiful, natural formulations offer professional solutions for skincare that are both effective and luxurious.

Hydrafacial – It’s not often that a skincare treatment becomes a household name, but Hydrafacial has achieved just that. This cutting-edge technology delivers medi-spa-level solutions in day-spa settings, becoming a must-have treatment that skincare enthusiasts ask for by name.

Intelligent Nutrients – Known for their groundbreaking work in natural haircare, Intelligent Nutrients also brings clinical, plant-based solutions to the skincare market. Before clean beauty was a buzzword, founder Horst Rechelbacher was using his herbalist expertise to craft skincare that’s as innovative as it is holistic.

The Ordinary – What started as an affordable, no-frills skincare brand has grown into a global leader. The Ordinary offers clinically focused products with expert layering in mind. Its highly specific formulations not only support professional treatments but also serve as cost-effective backbar solutions for estheticians.

Tuel | Berodin – Two powerhouse brands, one legacy. Tuel Skincare and Berodin Wax, founded by Eva Friedrichs in the 80s, now led by her daughters Lori and Lisa, offer complete solutions for estheticians. Known for innovating in the realm of two-step cleansing, and with a focus on advanced skincare technology and waxing, this family-run brand duo continues to thrive as a go-to in professional treatment rooms.

Guerrilla Hair-Fare:(Required)

The rebels of haircare and color, these brands took texture, performance, and results to an unexpected level. Whether through radical formulations, offbeat color concepts, or rule-defying application methods, they’ve changed the game from behind the chair.

Aveda – If you’re looking for color with unlimited possibilities, Aveda is the answer. While most brands offer pre-mixed shades, Aveda puts the power of customization in the hands of stylists. With a range of leveled neutrals and pure tones, they allow for endless possibilities. Despite a major line relaunch, the core of Aveda’s genius—the ability to create custom color—is still its standout feature.

Color Wow – Beauty mastermind Gail Federici shocked the industry with Color Wow, starting with a simple root cover-up solution. Fast forward to products like Dream Coat, Money Mask, and Dream Filter, which have become staples for stylists and consumers alike. Known for their innovative textures and groundbreaking formulations, Color Wow’s approach to hair care is anything but ordinary.

Hairstory – Hairstory is the quiet legend of hair care. Their unique co-wash formula became a game changer, and their innovative approach to hair care formulation has earned them a loyal following. Once the industry’s best-kept secret, Hairstory is poised to make waves once again, proving that great products never go out of style.

Olaplex – What began in the lab has become a global movement. Powered by science and trusted by professionals, Olaplex transformed hair care with innovation that protects and strengthens hair from the inside out. With global recognition, Olaplex continues to redefine hair health and inspire a new standard in the industry.

Pravana – If you’re ready to embrace your individuality, Pravana is here to help you do it boldly. Known for its vibrant color offerings, Pravana encourages you to stand out. While most brands offer a limited selection of vivid colors, Pravana’s diverse range ensures that creative expression knows no bounds, offering colors tailored to the needs of every vivid color enthusiast.

Cosmetic Cosmonauts:(Required)

Makeup is already an art—but these brands turned it into a revolution. By exploring never-before-seen finishes, breaking formula boundaries, and pushing color beyond the limits, they’ve launched beauty into an entirely new dimension.

Kitpak – Kitpak is the brand for makeup artists, by makeup artists. If you’ve ever wished for a way to make your pro makeup kit portable and streamlined, Kitpak is the answer. With tools designed to make depotting easier and more sanitary, as well as travel-friendly compacts and bags, Kitpak makes sure the artist can carry their masterpieces without the hassle.

KVD – After a complete brand overhaul and a leadership shakeup, KVD is back, and it’s better than ever. With the stunningly innovative Good Apple foundation leading the charge, the brand now delivers products that push the boundaries of beauty—think cream and gel eye products that look like they’ve captured pieces of the night sky. KVD proves that reinvention can be just as magical as a legacy.

MAC – The OG of professional makeup, MAC is still going strong as a mainstay in the beauty world. While others chase trends, MAC stays true to its roots, delivering timeless favorites like Whirl lip liner, Ruby Woo lipstick, and Soft and Gentle highlighter. It’s proof that consistency, authenticity, and staying in your lane can lead to decades of success.

One/Size – Patrick Starrr took the beauty world by surprise with One/Size when it launched not with color cosmetics, but makeup removal products. By starting in an often-overlooked category, the brand redefined how we think about prep and removal. As One/Size expands into every category known to Sephora, it continues to elevate even the most “boring” products into must-haves.

REFY – A minimalist’s dream, REFY is all about subversive marketing and futuristic beauty. With sleek packaging and products like their otherworldly mascara wand, REFY blends grounded, practical beauty with a touch of the space age. The brand has become synonymous with cool-girl vibes and has made a name for itself as a beauty innovator.

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