Throda is a Best New Brand finalist at the Industry Beauty Awards 2026
Throda has been shortlisted as a finalist for Best New Brand at the Industry Beauty Awards 2026. The awards ceremony takes place on 9th July at Nobu London.
This is the first major industry award recognition for Throda. It confirms what the science and the clinical results have already shown: that this product belongs at the top of its category.
What the Industry Beauty Awards are
The Industry Beauty Awards are peer and industry-voted awards that recognise achievement across the professional beauty sector. They are judged by professionals buyers, formulators, aestheticians, educators and industry experts rather than consumers or general public votes.
This is a meaningful result for a self-funded British brand that has been built by our solo Founder, Jilna Shah.
What it took to get here
Throda was four years in development before a single bottle went to market.
The brand was not built from a gap in the market or a commercial brief. It was built from a question: why does skin react more the more you put on it? The answer, after significant research, was that most skincare was working against the skin's own biology rather than with it. Disrupting the microbiome, weakening the barrier's natural function, triggering immune responses that manifested as sensitivity and reactivity.
IMNX+® Technology, Throda's patent-pending tribiotic complex, was the answer to that question. A formula built on prebiotics, probiotics and postbiotics, developed alongside specialist British chemists, designed to engage four skin systems simultaneously: the microbiome, the barrier, immune defence and cellular protection.
Before launch, the Face Barrier Serum was put through five independent studies three clinical trials, a Human Repeat Insult Patch Test across 50 participants, and a microbiome-friendliness assessment by Kind to Biome that returned a score of 9.5 out of 10. The clinical investment was significant. It was also non-negotiable.
The result is a product that has earned tier-one editorial coverage in Vogue, Tatler, Glamour and British GQ. We hold Kind to Biome, Cruelty Free and Vegan Society certifications. The Face Barrier Serum is manufactured in England, and is now recognised as a Best New Brand finalist at one of the industry's most respected peer-voted awards.
What this means for Throda
Recognition at this stage before the brand has scaled, before a retail partner, before a full team confirms that the foundation is right. The science is sound, the product delivers, and the industry can see it.
The Industry Beauty Awards shortlist also sits alongside the editorial coverage and clinical proof as part of the story Throda is building: that this is a brand that takes its science seriously, earns its recognition, and does not cut corners to get there.
The winners are announced on 9th July at Nobu London. Whatever the result, the shortlist itself is a moment worth marking for everyone who has supported Throda since the beginning, and for everyone who has been watching.
The Industry Beauty Awards ceremony takes place on 9th July 2026 at Nobu London. Throda is shortlisted for Best New Brand.
Discover the science behind the serum on our Science page.
