AK Beautiful won the Buyers Choice Award for its Define & Hydrate Curl Cream during ECRM's European Premium Beauty Care Program. Hollywood Browzer Beauty was a finalist for its Dermaplaning tools.

The products were selected from dozens of entries submitted by participating suppliers. Buyers were able to evaluate each entry and cast their votes based on product packaging and innovation via the Buyers Choice Awards section of the ECRM Connect platform. 

The European Beauty Week took place February 1-5, with three virtual programs. In addition to the European Premium Beauty Care Program, the week also included the European Cosmetics and Fragrance Program and European Skin, Bath, Hair & Sun Care Program. More than 4348 meetings took place including 193 buyers and 301 suppliers. 

AK Beautiful founder Annie Khalid launched the company to create a brand that was low maintenance yet provided a complete solution to her and her followers' curly hair problems. The idea was to create a range that anybody with curly hair could follow, and products that would be clean in the formulation and easy on the pocket. The brand began formulation and design in 2014 and finally launched online in May 2019. The range consists of multiple-purpose curly hair products that are simple in formulation and easy on the pocket. Suitable for all ages and all curl types.

The Define & Hydrate Curl Cream is a lightweight and non-sticky curl defining cream for defining and moisturize the hair. According to the company, curly hair is naturally very dry as compared to straight hair which is why it needs extra hydration for the curls to fully form. The main function of this curl-defining cream is to ensure moister is locked into the hair for extreme definition and sealed to prevent frizz. The product is meant to be finger-combed into hair, scrunched upwards and air dried or diffused.

Hollywood Browzer Beauty is an award-winning beauty tools and accessories brand that specializes in dermaplaning tools. The Hollywood Browzer, which has won dozens of awards and has sold millions of units worldwide, is considered the #1 dermaplaning tool in the market, according to the company.

Former actress and producer, Amy Anzel, the CEO and Founder of the brand, was introduced to the concept of dermaplaning by a celebrity makeup artist while living in LA years ago. She was so impressed with how much better her makeup and skin looked after dermaplaning that she felt that every woman needed to have this tool in her life, and Hollywood Browzer Beauty was born.  Anzel continues to develop and bring to market innovative, patented, problem-solving beauty tools and accessories that are easy to use, convenient and affordable.

The brand offers a variety of dermaplaning tools, from sonic to manual, from single-sided to dual-sided, as well as accessories to compliment dermaplaning treatments.  Hollywood Browzer Beauty uses premium German stainless steel blades and sonic moulding to ensure a safe and effective dermaplaning treatment.