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Celebrating 225 years of

John Bell & Croyden

As London's Luxury Pharmacy since 1798, John Bell & Croyden has introduced hundreds of globally sourced health, wellbeing, and beauty products to the UK. In celebration of our our 225th Anniversary, we announced the amazing opportunity for a chance to be listed at our store!

First revealed at the CEW Meet the Retailer Event at Mortimer House in November 2022, The Anniversary Award was launched in association with Country & Town House and CEW UK. The award gives young and innovative brands the opportunity they might need to build and grow.

Read on to discover more about the competition!

introducing the winner


"Winning the John Bell & Croyden award is such a huge honour for Seabody. As a science led brand with full commitment to positive impact, beauty and wellness, quality and efficacy, there is huge alignment between our brand’s ethos and values and that of John Bell & Croyden."

- Helena McMahon, Founder of Seabody

Watch now

The Anniversary Award Ceremony

Watch now

The Anniversary Award Ceremony

The selected winner was awarded with

Listing at John Bell & Croyden

A marketing package worth £25,000

A session with a luxury brand development consultant

A launch feature in Country & Town House Magazine

The brand and top products featured at the 2023 John Bell & Croyden Press Showcase

Free entry to the annual CEW Beauty Awards

Feature on CEW news and social media channels

Complimentary membership to CEW UK for one year

First Panel: Shortlist

As the judging panel came together for the first stage of the competition, discover the shortlisted brands that made it through to the second round.

Second Panel

The shortlisted entries visited us at John Bell & Croyden and presented their wonderful brands and products to our panel.

the competition

Entry Requirements

The brand must enter a collection of 3 products or more

All products must be compliant with GMP regulations, hold the CE mark (electronic devices only) and not be tested on animals

The brand will not be listed with any bricks and mortar retailer, preferably only trading on their own website

10 full sized samples of each product must be submitted for judging


The Panel

"CEW is on a mission to help brands in the dynamic beauty industry to thrive and grow."

"We are passionate about retail in all its guises, and John Bell & Croyden's support for their stocked brands is second to none. They are also at the forefront of discovering and presenting new and exciting innovations in beauty and wellbeing to their customers. At CEW we are fortunate to meet so many new brands each week and are extremely proud to partner with the exceptional team at JB&C and the panel of industry experts on this important initiative."

- Sallie Berkerey, Managing Director of CEW UK

"I am thrilled to be working with the team at the CEW to discover the next exciting innovation in skincare."

"At John Bell & Croyden, we have always strived to stay ahead of the trends to bring our customers the best the world has to offer in skincare, and this collaboration will allow us to continue to be leaders in the beauty retail industry. I, personally, cannot wait to see each and every entry, and I encourage any brand that meets the criteria to enter the competition."

- Alexander Johnston, General Manager of John Bell & Croyden

"John Bell & Croyden is hands-down the best destination for discovering innovative new brands as well as trusted old favourites."

"Browsing their shelves is an education in itself. I'm so proud to be working with them on their quest to find the stars of the future.”

- Lucy Cleland, Editorial Director at Country & Town House