AND THE WINNER IS…: All for Eve, a nascent beauty brand founded to raise funds for research into gynecological cancers, was the big winner at the CEW (U.K.) 2010 Beauty Awards held Monday. The brand, which was launched last year by George Hammer to raise money for The Eve Appeal, took awards in the best new brand (mass), best new bath-and-body product (mass), best new makeup product (mass) and best new hand-and-nail care product (mass or prestige) categories. Other strong performers included Liz Earle Naturally Active Skincare, which took three prizes, and St. Tropez, which took two. Winning products won Lalique crystal trophies following the event. Award-winning and finalist products are featured and many of them are sold in a designated area of the boots.com Web site. Harrods will run a promotion featuring the winners starting April 25, and the U.K. department store will host a “Beauty Oscar Day” on May 7. Meanwhile, QVC will run a show featuring winning and finalist products that are sold via the television shopping channel on April 26.

NEW FACE: Maybelline New York has named Brazilian model Lisalla Montenegro, 21, as the newest face to represent its beauty brand. Montenegro joins Christy Turlington, Julia Stegner, Erin Wasson, Kemp Muhl and Emily DiDonato. Montenegro, born and raised in Goiás, Brazil, started modeling as a young girl and since has walked the runways for designers including Michael Kors, Tracy Reese and Vena Cava. “Lisalla exudes a natural, fresh, yet slightly feline beauty,” said Cyril Chapuy, global brand president of Maybelline New York. Montenegro will make her debut for Maybelline New York in June.

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