The New Faces Awards celebrate a dynamic cohort of innovators, leaders, creatives and disruptors shaping the future across business, beauty, fashion, healthcare, the arts and beyond. Spanning ten distinct categories, the awards recognise excellence, originality and impact, honouring individuals and enterprises who are not only redefining success in their respective fields, but also setting new standards through purpose, leadership and vision.
The Enterprise of the Year award recognises an outstanding business that exemplifies innovation, growth and strategic vision. This category celebrates enterprises that challenge traditional models, demonstrate commercial excellence and create lasting impact within their industry, setting a benchmark for what modern enterprise can achieve.
This year’s nominees include So Shell, founded by Masha Sharova, EL&N London, founded by Alexandra Miller, FFLOW, founded by Federica Labanca, and The Perfumer’s Story, founded by Azzi Glasser.
So Shell: Masha Sharova
Masha Sharova is an entrepreneur originally from Kyiv, Ukraine, and the founder of So Shell, a beauty company built on high Ukrainian quality standards. After earning her Master’s degree in London in the City, Masha returned to Kyiv where, in 2016, she launched her first chain of manicure and pedicure salons, setting a new benchmark for excellence, professionalism and service.
During her Master’s studies in London, Masha met Yana Galiyeva, a London-based entrepreneur with Ukrainian roots. By combining their expertise, the business expanded internationally. Over the course of three years, they successfully opened seven manicure and pedicure salons across London, while maintaining the high standards originally developed in Ukraine.
Today, the company employs over 100 Ukrainians in London. Beyond commercial success, Masha views the enterprise as a social mission. Through stable employment and professional opportunities, the business supports Ukrainian women who fled the war, helping them adapt to life in the UK with dignity, security and purpose.
Masha Sharova’s leadership exemplifies enterprise driven by impact, resilience and responsibility, making her a deserving winner of Enterprise of the Year.
EL&N London: Alexandra Miller
Alexandra Miller is an American-born entrepreneur and the visionary founder of EL&N London, the globally recognised lifestyle café brand celebrated for its signature pastel-pink interiors, floral installations, neon quotes and specialty coffee. Since launching the first EL&N café in Mayfair in 2017, Alexandra has redefined modern hospitality by seamlessly blending design, dining and digital culture.
Raised across Miami, Jamaica and the Middle East before settling in London, Alexandra’s global upbringing has deeply influenced her creative outlook and entrepreneurial ambition. Her vision for EL&N was to create more than a café. She set out to build an immersive space where aesthetic beauty meets quality food and drink, fostering moments of connection, inspiration and community. The concept quickly gained international attention, becoming a viral social media phenomenon and setting a new standard for experiential hospitality.
Under Alexandra’s leadership, EL&N has expanded rapidly beyond London into a global brand, with locations across Europe, the Middle East and Asia. Each space reflects the brand’s core values of wellness, creativity and thoughtful design, while maintaining a strong focus on product quality and customer experience.
Beyond business growth, Alexandra has positioned EL&N as a lifestyle brand rooted in purpose. She champions the idea that hospitality should feel uplifting, inclusive and inspiring. Through her personal platforms, she shares insights into entrepreneurship, creativity, travel and faith, offering a transparent and human perspective on building a global brand from the ground up.
FFLOW: Federica Labanca
Federica Labanca is an Italian art director and entrepreneur based in London, recognised for her visionary approach to brand storytelling and visual communication. With over a decade of experience in the fashion industry, Federica brings a refined artistic sensibility and strategic clarity to every project.
Federica began her career at Prada, where she spent six years honing her craft and rising to Head of Visuals. In this role, she led the visual department and shaped the brand’s regional identity through high-impact storytelling, creative direction and visual strategy.
Following her tenure at Prada, Federica transitioned into freelance consulting, collaborating with established fashion houses and emerging labels to elevate art direction, visual strategy and brand image. Her approach blends refined aesthetics with commercial insight, helping brands achieve clarity and impact.
In 2024, she founded FFLOW, a tech-forward fashion platform designed to challenge outdated industry structures. FFLOW prioritises transparency, collaboration and creative autonomy, ushering in a new era of how fashion brands operate and engage with their audiences.
The Perfumer’s Story: Azzi Glasser
Azzi Glasser is an award-winning perfume designer internationally renowned as Hollywood’s Perfumer, celebrated for creating ground-breaking fragrances for the world’s most influential fashion designers, luxury hotels and clubs, royalty, Oscar-winning actors, musicians and artists.
In October 2016, Azzi launched her debut fragrance collection, The Perfumer’s Story by Azzi, making her creations available at retail for the first time in Harrods, Harvey Nichols and Liberty. The collection is now stocked worldwide in selected boutiques.
Her philosophy centres on fragrance as a deeply personal and emotional expression of character and style. Through trained fragrance stylists and bespoke storytelling, the brand has become a leader in niche perfumery, offering originality, individuality and lasting emotional connection.
Azzi’s work positions fragrance as the ultimate finishing touch, designed to remain loyal to the wearer and evoke memories for years to come.
