Luxury hair growth brand, ByErim (pictured right), and refillable antiperspirant company, Make Waves (left), are the winners of accelerator programme Breakout Beauty UK.
Launched this year by Growth Studio, the programme is designed to elevate the next generation of British beauty founders, and is supported by industry giants Boots, the British Beauty Council, FDD Distribution, TikTok Shop and Venrex.
ByErim and Make Waves were crowned the winners after weeks of evaluation – following more than 200 applications by UK beauty founders – and a night of live pitching to a panel of industry experts, retail partners, investors and press.
Both businesses have secured a guaranteed Boots listing across ten of the UK health and beauty chain’s stores, and a combined prize value worth more than £350,000 from headline partner Boots and supporting expert partner TikTok Shop.
Mitchell Halliday, founder of Made by Mitchell, and Trinny Woodall, founder of Trinny London, are also Breakout Beauty UK Programme Ambassadors – and ready to inspire and supercharge the winners success.
ByErim, founded by Erim Kaur, is a luxury brand focused on the hair health market.
It focuses on trichology, ayurvedic ingredients and fragrance-led formulations that cater to a diverse audience, but specialises in the South Asian community.
Make Waves, co-founded by Oliver Batiste and Owen Machon, is shaking up the deodorant sector with its refillable, gender-neutral antiperspirant brand that champions sustainability and performance.
“ByErim and Make Waves embody exactly what Breakout Beauty UK was created to amplify,” said Paul Finch, Growth Studio co-founder and Breakout Beauty UK Designer.
“They are innovative, fearless and purpose-driven brands that are setting new standards for the beauty industry.
“We are proud to support their growth, and excited to see how they reshape the beauty landscape in the months and years ahead.”
Grace Vernon, Head of Global Foresight and Trends at Boots and No7 Beauty Company, commented: “We were truly blown away by the final pitches and are looking forward to continuing conversations with several of the brands following the programme.
“We are very pleased to announce Make Waves and ByErim as our chosen two ultimate winners and cannot wait to see them in store in 2026.”
Breakout Beauty UK’s finale was hosted by HSBC Innovation Banking on 1 December.
The event also saw special recognition prizes awarded from programme partners Bird & Bird and FDD International for selected programme finalists.
Stria Lab secured the Innovator Award; Clear for Men & Ominira Naturals were jointly awarded the Impact Award; and the Best Brand Award went to Project Plump.
FDD International gave a Special Recognition Award to Louis Watkins, founder of Clear for Men, for his skin care brand that blends self-care with mental health advocacy.
Breakout Beauty UK’s 2025 full finalist list
Beard Surgeons – A luxury scented grooming for men, founded by three childhood friends, reinventing beard care with style and substance.
BYERIM – A luxurious, inclusive hair and beard care line rooted in founder Erim Kaur’s cultural heritage of hair oiling.
Clear for Men – Created by 24-year-old Louis, the skin care brand blends self-care with mental health advocacy.
Contour Cube – An ice facial tool designed by Sarah Forrai.
Project Plump – Clinically proven, needle-free plumping products.
Make Waves – An award-winning, refillable, gender-neutral antiperspirant brand championing sustainability and performance
Miriam’s Collection – Hair and skin care powered by the centuries-old Yao women’s rice water rituals, reimagined through modern science.
Ominira Naturals – Science-led, heritage-inspired solutions for textured and Afro hair, made from pH-balanced, hand-infused botanicals.
Spots & Stripes – A pioneering tween/teen brand tackling skin and hair care with 100% natural, effective, age-appropriate formulas.
Stria Lab – Science-first skin care born from motherhood, offering evidence-based solutions for stretch marks and body confidence.
Tootilab – Curl care with attitude, blending inclusivity, science and sustainability with 100% Prevented Ocean Plastic packaging.
2bTanned – An inclusive tanning brand built to celebrate every skin tone, confidence, and individuality.