When it comes to the beauty products we recommend to our readers, we don't give out the title of 'holy grail' very lightly. Our editors spend most of their days going through viral trends, testing products for TODAY and documenting our thoughts on what's up-and-coming to ensure that you, too, can find the beauty products that you can't live without.
We hit many milestones in 2025 that testify that statement. We launched our third annual Beauty Awards, expanding it into other categories later in the year with Hair and Mature Beauty Awards, and hosted our first ever in-person event, Stages. All of which showcase our team's dedication to ensuring that what we recommend is worth the hype (and most importantly, worth the price tag). Whether that was asking the Shop TODAY mom group to try new launches or our team members spending hours of their work day in our self-proclaimed 'glam room' to document our testing process, we are constantly reviewing products to find you the best of the best.
Below are just some of the hundreds of beauty products we rummaged through last year. Specifically, the 100 best beauty products our editors tried in 2025, from mature beauty must-haves to Shop TODAY award winners.
Best skin care
At just under $10, The Ordinary Hyaluronic Acid 2% + B5 Hydrating Serum is a huge bang for your buck if you have dry skin, with a long-lasting and impressive quality that is worth more than the price tag.
Wearing a mess-free face mask while you sleep doesn't sound realistic, but Medicube managed to make the impossible, possible with the Collagen Overnight Wrapping Peel-Off Facial Mask. Per the brand, the face mask delivers up to eight hours of moisture and hydration, and comes off in one, clean-piece once you're ready to start your day.
From tackling dryness to dark circles, these Grace & Stella Eye Patches address multiple concerns while you wear, depending on the pack you choose.
"Whether my skin is feeling dry, tired or irritated, the second I put these patches on, it feels like my skin just had the most refreshing drink of water!," raved social video producer Anita Chomenko on the Illuminating Eye Masks. "I always feel better after wearing these for even just 20 minutes. If you’re in a pinch, 10 minutes does the trick, too!"
Pucker up! A constant bestseller during Amazon Prime Day, holidays and any time of year, this Laneige lip mask deeply hydrates your pout with with a berry fruit complex, murumuru seed and shea butter while you sleep.
With 2% BHA and other skin-clearing ingredients, pores and excess oil won't have much power against Paula’s Choice Skin Perfecting 2% BHA Liquid Exfoliant. It's a highly-rated product across many retailers, with many customers praising its efficacy on addressing current and preventing future breakouts.
We rounded up the best Charlotte Tilbury products, and we obviously had to include the Magic Cream in the line-up. The anti-aging moisturizer does more than just hydrate — according to the brand, uneven skin tone and wrinkles can improve with consistent use.
“[I] will sing its praises to anyone who will listen,” boasts associate editor Kamari Stewart-Jackson. ”I love that it doesn’t make my skin feel heavy or extra greasy,” she adds.
Tula Skin Care Eye Balm Glow & Get It Eye Balm
Winner: Most innovative eye cream
$38.00
Tula
$38.00
Amazon
$38.00
Target
Best sunscreen and SPF products
This tinted SPF comes in three shades to even complexion and prevent a white cast. While we do wish for more shades, the brand claims the finish is sheer and flexible.
New to UV stickers? Commerce writer Emma Stessman suggests in her review that they're a great way to remember to re-apply your SPF.
"On a recent trip to Greece, I spent nearly a week lounging, swimming, walking around and spending a majority of the daylight hours in direct sunlight, but I didn’t get sunburned once — and I think a lot of the credit for that can go to these stickers," she wrote in her review.
Commerce writer Danielle Murphy put multiple face sunscreens to the test for our Ranked series, and ranked this K-beauty pick a favorite for pairing with makeup. The formula is lightweight, leaves no white cast and consists of zero fragrance.
Because your lips deserve protection, too! Protect your pout from dryness and UV rays with this SPF-infused lipstick balm from Elizabeth Arden that was a top seller during Black Friday weekend last year.
"I'm pleasantly surprised by this sunscreen's feel. It has a thicker consistency than other formulas but it doesn't leave feel heavy on my skin," Murphy previously said. "It also sinks in quickly, so I don't need to wait long for it to dry down before adding makeup. I found that my complexion products worked well with EltaMD's formula — never creasing or cracking — and even lasted a pretty long time on the face."
Best body care
If you are looking for a solution to minimize the appearance of scars and stretch marks, the perenially adored Bio-Oil body oil serum is a true treat for post-surgery, pregnancy, acne scars and more.
Moisturize your skin from head-to-toe. Whether you apply on your skin or body (or both), this bestselling moisturizing cream from CeraVe supports and strengthens the skin barrier for smoother, hydrated skin.
Moisturized skin starts in the shower. Case in point: the much-hyped-about Bioderma Atoderm Shower Oil, which promises up to 24 hours of moisture for even the driest of skin.
All your body care travel essentials in one iconic Sol de Janeiro kit, featuring TSA-friendly bestsellers from the brand, so you smell amazing no matter your destination lands. Even better: It makes for an excellent last-minute gift if you're ever in a time crunch.
With sweet almond oil as its star ingredient, this viral shower oil (which regularly sells out during major sales events like Black Friday and Cyber Monday) effectively softens and nourishes skin as you wash. But the sweet almond smell is what we can't get enough of.
We think of skin care serums and treatments for just our face, but they are also useful in our body care routines, too. This pick addresses uneven skin tone, dryness, firmness and more for smoother and more hydrated skin with time.
On Amazon, Sol de Janeiro's Brazilian Bum Bum Cream boasts over 53,000 positive reviews and an average 4.6-star rating. Other retailers nearly echo the same, telling us that the hype around the body cream (especially its delicious nutty smell) is definitely real.
Best hair care
Stubborn grays? This affordable root touch-up stick offers a quick solution to hiding unwanted grey hairs, especially when you're in-between salon appointments.
“A hairstylist recommended this to us and says to think of it like filling in those test score bubbles from school: Start off light, then go back and fill in where needed,” editorial director Adrianna Brach recommends. “[It's a] genius little thing to throw in your purse and easily touch up in your car or even to travel with.”
Another Shop TODAY Hair Awards winner, the shampoo and conditioner duo above promotes fuller hair and controls frizz with the help of rice water.
Just a few spritzes of the Color Wow Dream Coat Spray results in frizz-free, glassy hair that just requires heat to activate.
Nioxin's Hair Fall Defense Shampoo is a part of commerce editor and producer Julie Ricevuto's hair loss routine, which she highly contributes to her hair growth after stress-induced hair loss.
"It also deeply cleanses the scalp to remove buildup and create the optimal environment for hair to grow," she added.
This lightweight heat protectant spray promises protection against humidity and frizz for up to 24 hours, according to the brand.
"Post-application and blow-dry, I could feel a difference immediately. My head felt lighter somehow, but the formula didn't take away the fullness of my naturally thick hair," Murphy raved in her personal review. "I also couldn't stop myself from running my fingers through my hair every few minutes or so because my hair felt so, so soft. Again, this is without any styling products!"
SickScience PowerCycle Exosome Hair Growth Serum
This serum promises to visibly tighten the jaw and neck.
$64.00
Amazon
$64.00
SickScience
Marc Anthony Anti-Frizz Shield Ultimate Blowout Spray
This spray is said to be gentle on all hair types to help protect hair.
$9.97
$11.99
Amazon
Lola From Rio Rapunzel Strengthening Hair Mask
Best Hair Mask for Strengthening
$16.99
Amazon
$16.99
Lola from Rio
Best makeup
A No. 11 bestseller in the mascara category on Amazon, Maybelline's Lash Sensational Sky High Washable Mascara proves that longer lashes doesn't have to break the bank.
This gift set includes four bestsellers from Essence's Lash Princess collection, so you can find the right match for you or to gift to someone else.
If you love Laura Geller as much as we do, the brand's powder foundation is a favorite amongst the Shop TODAY team and customers for a reason. Over 64,000 Amazon reviewers raved that the formula is blendable, smoothing and suitable on mature skin.
This concealer conceals and treats in one, promising the improvement of dark spots, fine lines, skin texture and more as you use.
Where would we be without Clinique's iconic Black Honey lipstick? It is a staple in the beauty world and in the Shop TODAY office for a very good reason, with a sheer, universal color that enhances your natural lip tone.
After trying over 50 mascaras, this pick from Clinique was in associate editor Shannon Garlin's top five favorite mascaras of all time. "The buildable formula applies effortlessly without any clumping. And for sensitive eyes, the first ingredient in it is water, so I found it to be super gentle when taking off at the end of the day," she wrote.
For those with sensitive and/or mature eyes, this mascara from Prime Prometics was specifically designed for these lashes in mind. As we age, our lashes become thinner and shorter, but the mascara makes it easier to apply and layer on this lash type.
Best hand and nail care products
This powerful nail serum treats both brittle nails and dry cuticles without the greasy and heavy residue.
Brittle, dry nails? We might've found the solution. According to the brand, this reparative treatment rebuilds years of damage on nails to encourage stronger growth.
Don't forget your hands! This Mature Beauty Awards bestseller reduces sports and wrinkles with daily use.
Best mature beauty products
With over 37,000 rave reviews on Amazon, we obviously had to put the Medix 5.5 Retinol Body Lotion to the test. Freelance writer Tanya Edwards said in her personal assessment on the product that she applies the lotion "every morning after my shower, and it keeps my skin feeling soft all day without having to reapply."
A good moisturizer doesn't have to break the bank. At under $30, L'Oreal Paris's Revitalift Triple Power proves just that, with a bold promise of smoother and lifted results in just one week of use.
This quickly-hydrating cream smooths fine lines and wrinkles while delivering up to 24 hours of hydration, per the brand.
The results speak for themselves! Jody Ricevuto, mom of Ricevuto, gave it a perfect score for our Mature Beauty Awards for its instant firming and tightening effect on deep wrinkles and crow's feet.
You'll get the right amount of product each time you use these single-dose capsules from Elizabeth Arden, which are filled with an anti-aging ceramide-based seurm.
Edwards spent six weeks applying the SickScience ShapeShift Jaw Defining Serum as recommended, and saw visible tightening along her jawline. Read more of her review here.
Best dental care
This powerful teeth whitening duo promises a brighter smile in just one week, according to the brand.
These prosthodontist-approved, pre-filled whitening trays contain 15% hydrogen peroxide to effectively whiten teeth.
With 10 settings for a personalized clean, your gums and teeth will surely feel the clean, especially with a brand promise of 99.9% of plaque bacteria removal with use. Several members of the Shop TODAY team consider it a tried-and-true favorite, including deputy managing editor Jess Bender who says “over time with regular use, I’ve noticed my gums becoming less sensitive and have overall less plaque buildup versus my experience with other water flossers."
Ideal for travel, bring this dentist-recommended water flosser on your next trip, as it features a water-proof, cordless and portable design that makes it easy to pack.
According to the brand, expect teeth 34 levels brighter with this kit alone, featuring 20 whitening strips and a whitening light for fast and noticeable results.
This bestselling smart toothbrush reminds you when it is time to replace your brush head, when to stop brushing and when you're using too much pressure for a tailored cleaning experience.
With three brushing modes, pressure sensing and deep plaque removal, it's no doubt the Oral-B iO delivers an effective clean.
This Oral-B electric toothbrush promises 100% more plaque removal compared to a manual toothbrush. And with a 'personal coaching' feature, the toothbrush even directs you on the right amount of coverage and pressure while you brush.
Best beauty tools
One Makeup Eraser equals to 3,600 makeup wipes, according to the brand. It offers a sustainable, built to last alternative to removing makeup and grime.
You deserve a spa day. Give yourself a boost of relaxation with these bestselling aromatherapy shower melts, which are infused with essential oils for a true at-home spa experience.
Made from compostable materials, these 'always clean,' disposable face towels give you a bacteria-free use each time you dry your face.
This makeup brush kit includes all of the essentials to apply your favorite creams and powders, from eyeshadows to blushes.
"I was blown away when I first switched it on — literally," Garlin said in her review. "It's so compact and lightweight; I was not expecting the wind power of this hair dryer. There are three speeds, and the lowest speed is similar to a standard hair dryer, while the highest speed feels like a Category 5 hurricane."
Read light therapy can be an effective treatment for address hair loss. Instead of using a panel or brush, this award-winning red light hat just requires you to wear it as is to see results.
It seems that everyone knows about the Dyson Airwrap. For a voluminous blow out to swift, dried hair without the heat damage, you'll want to give this viral product a try for yourself.
Body Restore Heated Eye Mask (5 Pack)
Relax tired eyes with this self-care-supporting gift set.
$13.99
Amazon
How we chose the best beauty products
The Shop TODAY editors and writers search the internet to find the best products out there. We interview expert sources, comb through customer reviews and even use our own personal experiences to make shopping easier for our readers. We based the best beauty products on editor-tested and -recommended picks, along with Shop TODAY bestsellers.
As an editorial team, we independently create content and determine coverage based on research, reporting and what we think TODAY.com readers would like to read about. The goal of our content is to provide a service and inform readers who are on the hunt for the latest products to help make their life better. Items are sold by retailer, not TODAY. Pricing and availability are accurate as of publish time.
