Beautiful Me
Makeup Artist of
The Year Awards
September  2021

Are you a makeup artist or makeup enthusiast?

Are you the next Adeola Gboyega or Uche Natori?

Win £500 cash prize, a photoshoot worth £1200, a holiday, assist on a national bill board campaign, plus much more…. 

Our final will be filmed for later streaming across Kenya, Nigeria, South Africa and Ghana courtesy of The Africa Beauty Channel to over 2 million viewers

Transform your makeup career and get recognition from global beauty industry Leaders!

You Can Win

1st Prize

  • £1200 Photoshoot SW Photography
  • £500 Cash Prize  AF Academy
  • £400 Full Makeup Hamper
  • Project Embrace National Bill Board Campaign makeup assistant
  • MAKEUP ADDICTION Cosmetics brushes
  • Lans London signed copies of 2 bestselling limited edition books 
  • B S Explore Travel Agency holiday for one
  • The Jo Maxwell Show TV Interview
  • MOBO event Kanya King 
  • E.A.T.O.W website blog interview
  • E.A.T.O.W T-Shirt
  • E.A.T.O.W Face Mask
  • E.A.T.O.W Trophy 

2nd Prize

  • E.A.T.O.W 121 Mentorship
  • E.A.T.O.W T-Shirt
  • E.A.T.O.W Face Mask
  • E.A.T.O.W Trophy
  • E.A.T.O.W Business Plan
  • Large Makeup goody bag multiple brands

3rd Prize

  • E.A.T.O.W T-Shirt
  • E.A.T.O.W Face Mask
  • E.A.T.O.W Trophy 
  • Makeup Goody Bag Zanzi Beauty 

Sponsors and Partners

Meet Lekia Lee Founder of Project Embrace

How To Enter

  1. You must be an active E.A.T.O.W VIP member.
  2. You must be a makeup artist or makeup enthusiast. 
  3. Enter now, take part in simple multiple choice assessment to be shortlisted for our semi finals.

  4. Follow our guidelines leading up to the awards final  (scroll to the bottom of page)
  5. Do not submit until notified.

Submission ends on: Date TBA

Semi Finals -Sunday 25th August 2021

Finals held Sunday 26th September 2021 

in Knightsbridge 

Errol Douglas Hair Salon

Our Honourable Judges

We have gathered the top professionals of the beauty industry, to decide the winners of the content.

Eryca Freemantle

With over 30 years’ experience in the makeup industry,

Eryca Freemantle has successfully carved out a career as a leading expert, diversity specialist, educator, public speaker, and conscientious businesswoman. As a Black woman Eryca has played a key role in influencing the makeup, health, and wellbeing arena to rethink their strategies on inclusion; her most notable campaign being the creation of ‘Embracing All Tones of Women’. Outside of the makeup industry, her interest in education has seen her appointment as a governor for a prestigious school in England as well as being an ambassador and life coach for the Princes’ Trust. She is a former adviser to London College of Fashion.

Errol Douglas MBE

Errol Douglas MBE, a favourite with clients and industry peers alike, is globally recognised as an ultimate artisan within the hairdressing industry. Widely considered to be one of the most influential hairdressers in the world. Renowned for his stunning photographic, session and event work, Errol has won dozens of the world’s most coveted awards.  During his tenure as elected President of the Fellowship for British Hairdressing, he delivered on his vision of championing young industry talent and creating a bigger international profile for UK Hairdressing. He now occupies the Fellowship’s first Ambassador role, raising awareness of the UK Hair Industry on an ongoing basis.

Uche Natori

Uche aka The Base Queen is is a self-taught makeup enthusiast whose engaging beauty and fashion content inspires her 400,000 followers. Uche’s passion for beauty came during her first year at university. With the spare time and space to film, she became invested in YouTube and loved having the freedom to create content for her own mini community online. 

Lan Nguyen Grealis

Lan is the is an author of two books Art & Makeup 2015 and Pro Makeup Design Book 2019 listed Top 10 Amazon Best in Fashion published alongside the award-winning pallet ‘Ultimate Artist Pallet’ with Revolution Pro. Winning multi makeup awards including being the youngest Golden Mask Award winner. Listed top 30 under 30 most inspirational women awards in Ireland. 


Afua Adom

Afua Adom is one of the leading voices on diversity in Britain. A TV News Anchor, Commentator, Journalist and award-winning Broadcaster, Afua is in high demand, regularly appearing on ITV’s This Morning, Good Morning Britain,  She styled for , Terri Walker and The Def Jam Comedy Tour as well as many ‘normal’ clients before landing a job at Black hair as Editorial Assistant. Afua rose to Editor after only a year and left to be Features Editor for Pride and Producer and Anchor for Arise News. She continues to host events, as well as write news and features, hair, fashion, beauty, women’s interest and do celebrity interviews.

Adeola Gboyega

A professional make-up artist and beauty expert with over 10 years of industry experience. Adeola is currently the UK National education and artistry manager for Pat McGrath Labs. Adeola has worked for the biggest beauty brands such as Clarins, Lancome & Bobbi Brown. Adeola has become well known for her skin-first approach to makeup, highlighting the importance of investing in great skincare to achieve makeup ready skin. Creating tutorials online, Adeola educates on how to get her signature Glowy look and has built up a loyal following of glow-getters.

Djimbi Djevdet

CEO of Makeup Addiction Cosmetics, Djimbi truly has a deep love for everything makeup, creating beautiful products that perform perfectly. However, this was not always the case; her love of makeup blossomed from what was one of the lowest moments in her life.   Her motto has always been to create inclusive high-quality products for the makeup enthusiast that are also perfect for the woman who wants to experiment without the high-end price tag. Makeup Addiction Cosmetics is currently in over 27 countries with 40 retailers worldwide. She has over 1 million followers on social media.


Kanya King CBE & MBE

Kanya King CBE is living proof of the old adage that a genuine leader molds rather than seeks consensus. An internationally renowned entrepreneur through her role as CEO, founder, and visionary, of the MOBO Awards, Kanya has displayed the rare drive and ambition needed to help take black music from the margins of British popular culture, made by disenfranchised artists, to the heart of the mainstream culture in the UK and around the world.

Sean Whitty

Sean Whitty is a renowned London based creative photographer who loves to capture raw precious moments with artistic approach. As a Russian trained photography who has worked across different continents – his cross-culture experiences and approach are evident across the very finest of Sean’s work.

Dr Ateh Jewel

Dr Ateh Jewel is an award-winning beauty journalist and impressive speaker. Writing for a number of magazines and papers, Ateh is a regular columnist for Glamour magazine. Her award-winning beauty vlog for women with darker skin tones and textured hair, is hugely popular.


  1. Use the hashtag #EATOWMUAOFTHEYEAR and tag @eatowglobal Share the promotional poster of OUR competition on your Instagram story and tag @EATOWGLOBAL   
  2. You must be a member of E.A.T.O.W VIP see memberships page
  3. Be serious about pursuing a career in makeup and be fully committed to becoming our winner
  4. Following @EATOWGLOBAL on Instagram.
  5. Repost one of our post at least twice a week 
  6. Tag other makeup enthusiasts
  7. Follow our judges on Instagram
  8. Sign up and submit our assignment
  9. Research our previous events on an audience –  interviews are in the members hub.
  10. Research our previous ICON recipients -interviews are in the members hub.
  11. Have your own Instagram page showcasing your work – you must be over 21 years of age
  12. You do NOT have to be a qualified makeup artist but you must have an interest in makeup
  13. Attend our online mentorship programme once a month & able to answer questions (which is part of your membership subscription)
  14. Attend our online Safe Space programme once a month and answer questions about previous guest
  15. Be available in person if selected for the semi-finals or finals which will be held in London 
  16. Be able to travel from the UK to the country prize destination with a valid passport or visa if required (passport or visa & Insurance paid at your own expense )
  17. The awards is for UK residents only
  18. Assignments submitted after closing date will not be considered
  19. Our final will be filmed for later streaming across Kenya, Nigeria, South Africa and Ghana courtesy of The Africa Beauty Channel to over 2 million viewers apply if you are going to be in the UK for the dates of the final.

Terms and Conditions

The rules are set by E.A.T.O.W (EMBRACING ALL TONES OF WOMEN) and must be strictly adhered to.

Rules, restrictions, prize details, and guidelines are subject to change, without notice.
The E.A.T.O.W team reserves the right to disqualify entries that do not comply with the contest rules.
All decisions made by judges of E.A.T.O.W team are final and not subject to appeal.
Final scoring will remain confidential to organizers.
By entering the contest each applicant grants E.A.T.O.W team and representatives the right to use their application
photo as they see fit.

We are looking forward to your total commitment.

Contact Us

If you have any questions about the awards please send us a message and we will reply shortly.

For more information and details, contact our customer service