Every vote counts, some say. And that's the mantra that drives the Allure Readers' Choice Awards.
The annual awards allow the magazine's readers to vote for their favorites in skin care, makeup, hair and other categories. And this year's picks are some you don't want to miss, including breakthrough products and clean beauty.
To reveal some of the highly loved picks, Allure Editor-in-Chief Jessica Cruel stopped by the 3rd hour of TODAY with a few of her favorites from the lot. From an affordable lash-boosting mascara to a brightening eye cream, here are the beauty essentials that readers just like you swear by.
Allure Readers’ Choice Awards 2026 winners seen on the 3rd hour
Best moisturizer:
Loved by Shop TODAY experts, editors and Allure readers alike, the La Roche-Posay Toleriane Double Repair Face Moisturizer is packed with prebiotic thermal water, ceramides and niacinamide for lasting hydration up to 48 hours. According to the brand, it is suitable for all skin types, sensitive included.
Best clean ingredient body wash:
“No sulfates and no parabens in this formula, and it meets the Allure Clean Standard,” Cruel says. Native’s Moisturizing Body Wash contains no sulfates and no parabens, meeting the Allure Clean Standard. “Even though it’s without sulfates, this formula still gives off a good amount of foam,” she adds.
As it cleanses, the body wash helps maintain moisture with shea butter, which helps keep skin smooth and not tight-feeling post-wash.
Best face mask:
When skin is extra dehydrated, this viral face mask from Summer Fridays can be used as an all-over moisturizer or overnight face mask to nourish dull, depleted skin in need of moisture. Great for on-the-go, travel and whenever your skin needs a pick-me-up.
Mascara winner:
“Since the pink and green tube, Maybelline has been known for high-quality drugstore mascara,” claims Cruel, including the award-winning Lash Sensational Sky High Washable Mascara.
Just some of the reasons why Allure readers love it: “Sky High has a flexible wand that has small bristles near the front and longer ones near the back,” explains Cruel. “That is going to give you the cat-eye, fanned out lash effect,” which, in turn, helps give your lashes a longer appearance.
Breakout K-Beauty winner:
K-Beauty is dominating the beauty market for its innovative textures and formulas, including this viral cushion foundation from Allure reader-favorite brand TIRTIR. With over 30 shades, the foundation offers a semi-matte, medium-to-full coverage finish for confident, all-day wear, per the brand. Plus, its compact size makes it easy to throw in your bag or touch up on the go. Shop the full size here.
Breakout product hair winner:
This lightweight volume spray coats the hair with amino acids, algae, and polymers to thicken individual strands and fight against humidity in one. Just spritz from root to tip for lasting volume, including the next day, per Cruel. Shop the full-size here.
Allure Readers’ Choice Awards 2025 winners previously seen on TODAY
Best eye cream:
OleHenriksen’s Banana Bright+ Eye Crème has previously won an Allure award and has earned a spot again in their Readers’ Choice Awards. Here’s why: Since the eye area is extremely delicate, this eye cream brightens and firms the under eyes in one — essentially, it’s an under-eye corrector and eye cream in one.
Best body scrub:
Here’s another product both the Shop TODAY team and Allure readers agree with. The Tree Hut body scrub contains shea butter, sugar and natural oils to moisturize and gently exfoliate the skin. Cruel even recommends using the product on the lips for a lip scrub! Select fragrances start at $5.75.
Best breakthrough in skin:
"This is a multi-purpose serum that combines skin care and makeup effects to give you that sun-kissed, radiant glow," explains Cruel, and says it's perfect for use all year long. Cruel says that the Allure team tested it themselves, and enjoyed the perks of niacinamide and other Korean skin care ingredients. The Shop TODAY team has even included it in our own Beauty Awards, which you can read our review.
Prefer a non-tinted version? The brand offers another version of the dew drops. Shop here.
Best hair tool:
There’s no need to go to the hair salon for a professional-worthy blowout — the One-Step hot air brush from Revlon provides the results at home. According to Cruel, what won this device over with their readers and team is that “it’s a one-stop shop for your hair because it dries, volumizes, adds shine, reduces frizz and reduces the risk of hair damage, all while giving you lifted soots and bouncy, soft waves” at an attainable price point.
Best dental care:
Cruel says this Sensodyne toothpaste is a “great replacement for anyone looking to refresh or upgrade their toothpaste, especially those with more sensitive teeth.” It equally protects and strengthens your teeth, all while gently removing stains and whitening teeth by two shades, according to the brand.
The toothpaste also doesn’t contain hydrogen peroxide (a common ingredient in whitening products), which recent studies show that it can break down the enamel and collagen in your teeth.
Best blush:
It seems that Allure readers love Rare Beauty just as much as we do. A mutual favorite is their highly viral Soft Pinch Liquid Blush, which only requires a very tiny amount to give the cheeks a radiant flush.
Allure Readers' Choice Awards 2024 Winners
Best new brand: Prequel
Prequel was founded by Dr. Sam Ellis, a board-certified dermatologist, so each product — including the Moisturizing Milk — is dermatologist-developed to aid with optimal skin health. This product, in particular, is meant to bring the skin's hydration levels to its prime state, even for those with eczema, rosacea and other sensitive skin types.
"Urea is the star ingredient and this product has 10% that draws water to the skin and helps smooth the skin," says Cruel. "Other ingredients include niacinamide, glycerin and shea butter," to nourish and tone.
Best breakthrough skin product:
The secret to dewy skin? We might say it's the Drunk Elephant D-Goldi Bright Drops — and that's what Allure readers suggest too, since this makeup-meets-skin care product offers an illuminating complexion that treats the skin with niacinamide.
"[It] can be applied to face, chest, legs or anywhere else you want a touch of luminosity," Cruel suggests.
Best breakthrough makeup product:
What makes Haus Labs' foundation different than the rest is that it focuses on the skin first with fermented arnica, herbs and antioxidants that help calm irritation and redness as you apply. That way, you get the benefits of coverage and skin care as you use.
Plus, the product also "meets the Allure clean standard which means it is free of parabens, phthalates and mineral oil," notes Cruel. We even reviewed it ourselves to put it to the test.
Best viral product:
Now that summer is near, it is time to think carefully about our makeup prep. To start, this e.l.f. primer promises to keep your makeup intact throughout the day, so you can expect it to be your trusty sidekick over the next few months. And it doesn't hurt that the price point is unbeatable, too. "The formula goes on clear, making it the ideal makeup application base for all skin tones," Cruel notes. See our review here.
Best clean blush/multi-stick:
This award-winning multi-stick is organic and extremely versatile. Use it on your lips, on your cheeks or even on your eyelids to add a pop of color. With so many options, you’ll want to try every shade — we won’t stop you!
Best body lotion: Sol de Janeiro Brazilian Bum Bum Cream
For a second year in a row, Sol de Janeiro's Brazilian Bum Bum Cream has earned high remarks from Allure readers. We can guess that the creamy texture, ultra-hydrating ingredients, and delicious pistachio-and-salted-caramel scent are the reasons behind the love.
"Filled with caffeine-rich Guaraná Extract and caffeine, [it] helps with temporary tightening of the blood vessels which make the skin appear smoother," Cruel adds.
Meet the expert
- Jessica Cruel is the Editor-in-Chief at Allure.
How we chose
Our team features a range of qualified experts and contributors in our broadcast segments to reveal the latest trends, remarkable sale events, and all things shopping across a variety of categories. Products were independently chosen by members of the Shop TODAY team, along with Jessica Cruel.
Allure Editor-in-Chief Jessica Cruel shared with The Shop TODAY team about her favorite items from the Allure Reader's Choice Awards winners, along with tips on proper usage.
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