Mario Cantone and Kim Kardashian hammed it up at the CEW Beauty Awards. Photo: Getty Images

This afternoon, most of the beauty industry gathered in a jam-packed ballroom at New York City's luminous Waldorf Astoria Hotel to fete the best cosmetics of 2010 at the Cosmetic Executive Women (CEW) Beauty Awards.

To start, Sex and the City 2 star and comedian Mario Cantone, who returned for his fifth year as host, was granted an award by Allure editor-in-chief Linda Wells. "It's kinda like the Nobel Prize, only with better hair," she quipped. Cantone responded with "I'd like to thank my mascara wand..," which was his first joke of many that had the perfectly-powdered crowd of brand executives and beauty editors practically rolling on the floor with laughter.

Whitney Port, Kim Kardashian and supermodel Selita Ebanks were just a few of the bold faced names presenting awards to the winners.

And a few brands won big. Olay, which nabbed awards for their Body Wash Plus, Professional Pro-X Deep Wrinkle Treatment, and Regenerist Anti-Aging Eye Roller, was winning so often that Cantone began singing "Ole, Ole" in their honor.

CoverGirl took home Best Mass Eye Product for their Smoky ShadowBlast and Best Mass Face Product for Simply Ageless Sculpting Blush.

But the big winner of the day was the MIT-backed hair brand Living Proof, which took home the coveted Indie Beauty Award, along with Best Prestige Hair Care Product for their No Frizz Shampoo and Best Hair Styling Product for their Full Thickening Cream. We've tried their product on this site, to stellar results.

And speaking of testing, our co-editors put many of the CEW Awards nominees to the test, and you can win the top Anti-Aging Products, Eye Treatments and Hair Styling Products -- sign up before it's too late!

The 2010 CEW Beauty Awards winners are:

BATH AND BODY
Body Treatment Mass: Vaseline® Sheer Infusion™ with Stratys-3™
Body Treatment Prestige: Origins Dr. Andrew Weil for Origins™ Night Health Bedtime Spray
Bath/Shower Product Mass: Olay Body Wash Plus Tone Enriching Ribbons
Bath/Shower Product Prestige: Fresh Sugar Açaí Body Scrub

FACIAL SKINCARE
Acne Treatment: La Roche Posay Effaclar AI Intensive Acne Spot Treatment
Anti-Aging Mass: Olay Professional Pro-X Deep Wrinkle Treatment
Anti-Aging Prestige: Lancôme Génifique Youth Activating Concentrate
Cleanser & Scrub Mass: VISINE® Total Eye Soothing Wipes™
Cleanser & Scrub Prestige: Shiseido Future Solution LX Extra Rich Cleansing Foam
Eye Treatment Mass: Olay Regenerist Anti-Aging Eye Roller
Eye Treatment Prestige: Shiseido Benefiance NutriPerfect Eye Serum
Moisturizer Mass: Garnier Nutritioniste Skin Renew Awakening Face Massager
Moisturizer Prestige: Shiseido Future Solution Total Regenerating Cream

HAIR
Hair Care Product Mass: L'Oréal Paris EverPure Sulfate-Free Color Care Moisture Shampoo
Hair Care Product Prestige: Living Proof No Frizz Shampoo
Hair Coloring Product Prestige: ColorMetrics TouchBack by ColorMark
Hair Styling Product Mass: Klorane No Rinse Care with Papyrus Milk
Hair Styling Product Prestige: Living Proof Full Thickening Cream

MAKEUP
Eye Product Mass: CoverGirl Smoky ShadowBlast
Eye Product Prestige: Lancôme Ôscillation Powerbooster Vibrating. Amplifying. Primer
Face Product Mass: CoverGirl Simply Ageless Sculpting Blush
Face Product Prestige: Clinique Redness Solutions Instant Relief Mineral Powder
Lip Product Mass: Maybelline New York Color Sensational Lipcolor
Lip Product Prestige: Guerlain Rouge G de Guerlain

MEN'S GROOMING
American Crew Trichology Hair Recovery Patch

SCENT
Men's Scent: John Varvatos Artisan Women's
Scent Mass: P&G Prestige Avril Lavigne Black Star Women's Scent
Prestige: Coty Prestige Lola Marc Jacobs

SUN
Sun Product Mass: Neutrogena Sensitive Skin Sunblock Lotion SPF 60+ with PureScreen™
Sun Product Prestige: Bare Escentuals BareMinerals SPF 30 Natural Sunscreen

INDIE BEAUTY AWARD: Living Proof