01
Beauty Muse
Make-up, skincare and hair
- Who it is for
-
Creators whose beauty content has a look you would know without the caption: tutorials, routines,
editorial make-up, hair.
- The jury looks for
-
- A signature in light, texture and colour that runs through the feed
- Technique shown with care, not only products held to camera
- Content that teaches or inspires rather than lists
02
Style Muse
Fashion and everyday dressing
- Who it is for
-
Creators who dress, style and shoot outfits, from everyday wear to considered wardrobes and second-hand
finds.
- The jury looks for
-
- A point of view on clothes, not only new arrivals
- Styling, fit and setting that work together
- A look that holds across seasons
03
Lounge & Intimates Muse
Loungewear, shapewear and lingerie
- Who it is for
-
Creators who show loungewear, shapewear and lingerie with taste: fit, fabric and comfort at the centre.
- The jury looks for
-
- Tasteful, body-positive presentation
- Honest detail on fit and fabric
- A calm, consistent visual language
04
Home Muse
Interiors and slow living
- Who it is for
-
Creators who shoot their own homes, rooms, rentals and renovations, and the slow routines that happen in
them.
- The jury looks for
-
- Rooms and corners with a recognisable palette
- Real spaces lived in, styled with restraint
- Series that show change over time
05
Wellness Muse
Movement, food and daily ritual
- Who it is for
-
Creators in movement, food, sleep and daily ritual whose content feels calm, considered and safe to
follow.
- The jury looks for
-
- A gentle, consistent tone and look
- Rituals people can actually follow
- Responsible claims: no promises about health results
06
Visual Muse
Photography, colour and composition
- Who it is for
- Photographers and visual creators for whom the image itself is the work, whatever the subject.
- The jury looks for
-
- Command of light, colour and composition
- A grid or body of work that reads as one
- Images others want to reference
07
The Storyteller
Long-form, vlogs and voice
- Who it is for
-
Creators who tell stories over time: vlogs, long captions, voice-overs, YouTube and series that build.
- The jury looks for
-
- A voice you would recognise without seeing a face
- Structure: a beginning, a turn, an end
- Visuals that serve the story
08
Rising Muse
For accounts under 25,000 followers
- Who it is for
- Any creator in any of the subjects above with fewer than 25,000 followers on the day they enter.
- The jury looks for
-
- The same four criteria as every category
- Promise and a clear eye matter more than polish
- Followers are checked on the day you enter
09
Quiet Luxury Award
Restraint, craft and quality
- Who it is for
-
Creators whose work is about restraint: fewer, better things, craft, materials and quiet confidence.
- The jury looks for
-
- Restraint in palette, styling and editing
- Attention to craft and materials
- No logos needed to read as quality
10
Brand Collaboration
A creator-led campaign made with a brand
- Who it is for
-
Creators who made a campaign or series with a brand in the last twelve months and led its creative
direction.
- The jury looks for
-
- The creator’s own aesthetic, visible inside the brief
- A campaign people responded to
- Clearly labelled as an advert or gifted, as the law requires