Judging guidelines
About the Judging Panel
Every entry submitted to the Aesthetic Business Awards is assessed by an independent panel of industry judges. Judges are selected for their expertise across the aesthetic, beauty, wellness and medical aesthetics sectors and are required to evaluate each submission fairly, objectively and based solely on the evidence provided. Brand recognition, business size, social following and market reputation do not influence the outcome.
Core Judging Principles
Evidence over claims — entries that provide measurable outcomes, documented results, case studies, testimonials or supporting data score higher than those that rely on claims alone.
Innovation and impact — judges assess not only what was achieved, but why it matters and how it has moved the industry forward.
Authenticity — genuine achievements, including honest accounts of challenges and learnings, are valued over polished marketing language.
Sustainability — judges consider whether success is repeatable, scalable and built to deliver long-term value. Industry contribution — positive influence on clients, teams, communities and the broader profession is recognised as part of overall excellence.
Scoring Framework
Entries are scored on a scale of 1 to 10.
A score of 1–2 reflects limited evidence and unclear outcomes.
A score of 3–4 reflects moderate achievement with some supporting evidence.
A score of 5–6 reflects solid performance with clear and documented outcomes.
A score of 7–8 reflects strong evidence and significant achievement.
A score of 9–10 reflects industry-leading, benchmark-setting performance with measurable impact.
Assessment Criteria
Business Excellence — strategic planning, business growth, financial performance, operational effectiveness, long-term sustainability and leadership vision.
Client Experience — the full customer journey, retention initiatives, service quality, client communication and demonstrated client outcomes.
Innovation — originality, creativity, problem-solving, adoption of new technologies and advancement of industry practice.
Marketing and Brand Excellence — brand consistency, campaign effectiveness, audience engagement, marketing strategy and measurable return on investment.
Team and Culture — staff development, leadership, workplace culture, retention, recognition programs and team engagement.
Industry Contribution — education, mentorship, community impact, advocacy and professional leadership that extends beyond commercial success.
What the Strongest Entries Have in Common
The highest-scoring submissions are not always the largest businesses. They are the most compelling. Winning entries demonstrate measurable outcomes with supporting evidence, clearly articulate both challenges and solutions, show genuine innovation or leadership, and present their story honestly and professionally.
Conflict of Interest
All judges are assessed for conflicts of interest before being assigned to categories. Any judge with a personal relationship, commercial relationship or working history with an entrant within the past 24 months is recused from judging that category. This process is managed by the ABM Awards team and is not visible to entrants.