The judges panel in 2020 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 24 April 2020. 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 2020 below.


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.

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.

Professional hair styling and international trends

Gun-Britt Zeller

Gun-Britt has been in the industry for 50 years and has had 40 years anniversary with her own company. Gun Britt is a very popular hairdresser in her own salon but also as a teacher of hairdressers internationally. Gun-Britt has won numerous prizes, and in 2016 Gun-Britt won the award as Årets Ildsjæl at the Danish Beauty Award.

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.

Retail and Consumer Trends

Kirsten Schmidt

Kirsten is Category & Marketing Director at Sephora. Kirsten is extremely adept at buying new exciting brands and products into Sephora in Scandinavia.

Makeup and product composition

Mina Ingerslev

Makeup artist with years of experience from major international brands and Danish companies. Today self-employed and expert in putting together effective and well-functioning recipes. Mina has an in-depth knowledge of the ingredients used in makeup and skin care.

Beauty and media

Silke Grane

Silke is behind the beauty blog Beauty by Silke and is a supplier of cosmetic stories for the magazine ALT for Damerne. 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.

Foto: Peter Dahlerup, Signe Mørkeberg-Sjøstrøm m.fl.