The judges panel in 2021 consists of 13 judges, everyone with competence within beauty. They have to review all the registered beauty products, treatments, places, accessories and hairdressers. Competence areas may include ingredients, skin, hair, makeup, functionality, branding or the professional user. The judges test all the products that are enrolled in the competition. They judge the products individually and meet in plenum where the five nominees in each category are found. They will find the winners, which will be revealed at the big award ceremony 4 June 2021. The judges occasionally use what we call shadow testers, where they put other experts to test the products if they are not in the target group. The judges can tell fun stories about how a dinner party can be transformed into a product test, where all the men's and women's scents are tested by the guests. The judges sign a contract to be impartial and to follow ethical guidelines for the judicial work.

See more about the individual judges in the panel in 2021 below.

Makeup and product composition

Nina Larsen

Nina is a trained cosmetologist, makeup artist and hairdresser with 25 years of experience. Works with major TV concepts such as X-Factor, Vild med Dans and Zulu Comedy Galla. Is key artist at fashion week i.a. for Designers Remix. Makeup artist for many celebrities. Now also an author to the the beauty book IKONMAKEUP.

Retail and Consumer Trends

Elisabeth Tangen Olesen

Elisabeth is the Sales Manager at Illum. Cosmetics are Elisabeth's passion, and she has many years of experience from retailing beauty products. Luxury is a concept that Elisabeth knows from everyday life in Illum - and she knows exactly what turns on a choosy beauty consumer.


Ronni Lund

Ronni is a co-owner of Nordic Hair Concept and has worked as a hairdresser for over 20 years - and he loves it. Ronni has taught other hairdressers at home and abroad for 15 years, made TV and major fashion shows. Loves to give customers a great experience - every time.

Retail & trends

Alice Wassard

Alice is purchasing manager in Matas in charge of beauty and Matas own sortiment.
Alice has been in the marketing, sales and purchasing business for more than 20 years. Alice has experience from both the retail and supplier side of L'Oréal and Estée Lauder Companies, where she has been responsible for both selective, semi-selective and professional products.
Alice is obsessed with finding the latest trendsetting products perfect for the consumer wants and which at the same time has great commercial potential.

Trends and communication

Julia Lahme

Trend researcher, lifestyle expert and proprietor of a communications agency. Julia has a Master in ethnology, works for Danish and international companies with trend research and communication in fashion, beauty and lifestyle products. Author of five books, and a lifestyle expert on DR1 and TV2. Julia is also a blogger and former editor of the Cosmopolitan magazine.

Consumer insight, shopperism, lifestyle and trends

Anthony Aconis

One of Denmark's top advisers and debaters when it comes to consumer insights, shopperism, lifestyle and trends. Anthony has many years of experience in the international communications world. He has worked in communications, marketing and branding in New York, São Paulo and Copenhagen. Anthony Aconis is the creative director at the strategic design agency Fireball.

Retail, consumer trends and strategy

Didde Juul

Purchaser in Magasin du Nord. Didde has worked in the beauty industry for more than 15 years in procurement, sales and logistics. Didde has a deep passion for beauty and she always chases new exciting brands that are strong in strategy and quality.

Skin Care, dietary supplements and Pharmacy Consumers

Lars Holm Jensen

Director of Denmark's largest pharmacy chain - A-Apoteket with more than 220 doors. Lars has a great insight into both consumer needs and behavior.
Educated pharmacist and contributes analytically to the chemical composition, efficacy and validity of products.

The professional angle

Anita Falslund

One of Denmark's leading cosmetologists with years of experience from both Denmark and abroad. Owner of clinic Anita Falslund. Winner of the best treatment at the Danish Beauty Award in 2015. Anita uses her hands, knowledge and intuition as a tool. Anita is very detail oriented and can tailor-make treatments to customer needs.

Supplements, skin and skin needs

Søs Wollesen

Søs Wollesen is a doctor, but also a writer and psychotherapist. Søs has worked with nutrition, supplements and skin needs for more than 20 years. She works with the whole person and therefore does not use only the conventional treatments in her work. Søs Wollesen is a popular lecturer, teacher and advisor.

Beauty and media

Silke Grane

Silke is behind the beauty blog Beauty by Silke and is a supplier of cosmetic stories for the magazine GoBeauty. Silke is a skilled makeup artist and has many years of experience as a writer on various magazines. Silke has also been a beauty expert at Go 'Morgen Danmark. Silke is a very experienced 'tester' and has previously been part of the Danish Beauty Award judge panel.

Beauty products, market trends and the overall trade

Nina H. Kluge

Responsible editor at Fagbladet Kosmetik and the newsletter BeautyNews. As a publisher of the industry magazine, Nina has a great touch in the Danish cosmetics industry and a broad knowledge of the market's products, treatments and beauty trends.

Cosmetic & food legislation, ingredients, labeling

Anne-Dorte Mathiesen

President of the Danish Beauty Award. Educated Master of Food Science and journalist. Many years of experience in the cosmetic industry. In-depth knowledge of ingredients and legislation for cosmetics.