The criteria? Style. Innovation. Originality. Authenticity. Desirability. Uniqueness.
So - cue drumroll! - the winners are...
Dermalogica, voted the coolest skincare brand (beating Creme de la Mer and Eve Lom, no less.)
And in haircare, ghd (that's the Good Hair Day people) were straight-up winners, pipping TiGi and John Frieda to the post.
That's just the tip of the CoolBrands iceberg, of course: in all, there are over 500 CoolBrands (whittled down from 10,000), many of them showcased in a luxurious hardback book. If you've got a spare £50 knocking around. And you're a brand junkie.
What our Jo's also tickled by, meanwhile, is that the lil' ol' organic chocolate brand she started with her husband Craig Sams, in 1991, is for the fifth year running Britain's coolest food brand.
And if all these wins aren't an excuse for a nibble on a bar of Butterscotch, we'd like to know what is.
www.coolbrands.uk.com
For more about Dermalogica click here
For more about ghd, click here
