Looking for beauty favourites that actually work? Whether you’re after a nourishing scalp treatment, a shimmery eyeshadow, a sunscreen for deeper skin tones or a bump-erasing body scrub, we’ve rounded up effective picks for every beauty need.
In honour of the 2026 Shop TODAY Beauty Awards, we’re taking a look back at our 2024 Beauty Awards winners, making it easy to rediscover standout products that are still worth adding to your routine.
If we had to describe our second Beauty Awards season in one word, it would be thorough. Every product underwent a rigorous evaluation process, including an in-house testing session, a four-month trial period and final review by industry experts. From more than 1,000 carefully selected products, we chose 155 winners across skin care, body care, hair care and makeup. Each one stood out for its quality, value and overall performance.
Our 2024 winners include products to refresh every step of your beauty routine. Looking for the latest launches? Check out our 2026 Shop TODAY Beauty Awards for this year’s top picks.
Shop TODAY 2024 Beauty Awards skin care winners
The Inkey List Bio-Active Ceramide Moisturizer
Winner: Best overall face moisturizer
$21.50
Sephora
$21.50
The Inkey List
$16.00
$20.00
Amazon
Charlotte Tilbury Magic Water Cream
This luxe cream was a Shop TODAY Beauty Award winner for "best new launch face moisturizer."
$51.20
$105.00
Amazon
$84.00
$105.00
Ulta
$105.00
Charlotte Tilbury
Environ Skincare Vita-Complex Super Moisturiser
Winner: Best splurge face moisturizer
$62.00
Paul Labrecque
$66.00
Rescue spa
Versed Sweet Relief Overnight Barrier Balm
Winner: Best overall night cream
$19.99
Amazon
$12.59
$17.99
Versed Skin
Junk Theory Palo Plum Algae Overnight Treatment
Winner: Best night cream for aging/mature skin
$72.00
JunkTheory
Mario Badescu Seaweed Night Cream
Winner: Best oil-free night cream
$15.40
$22.00
Ulta
$22.00
Mario Badescu
$15.40
$22.00
Amazon
L'Oréal Paris Revitalift Triple Power Anti-Aging Moisturizer
Winner: Best overall anti-aging moisturizer
$31.30
$35.70
Amazon
Manuka Health Eternal Renewal Regenerating Face Cream
Winner: Best splurge anti-aging moisturizer
$140.00
Manuka Health
Summer Fridays Light Aura Vitamin C + Peptide Eye Cream
Winner: Best overall eye cream
$44.00
Amazon
$44.00
Summer Fridays
Estée Lauder Advanced Night Repair Eye Gel-Cream
Winner: Best splurge eye cream
$76.00
Ulta
$64.60
$74.00
Amazon
Roc Multi Correxion Crépe Repair Face & Neck Cream
Winner: Best overall neck cream
$24.99
Target
$36.90
Amazon
$24.99
RoC Skincare
La Roche-Posay Toleriane Hydrating Gentle Face Cleanser
Winner: Best overall facial cleanser for dry skin
$19.99
Amazon
$21.99
Ulta
$19.99
La Roche-Posay
Tula Skin Care Cult Classic Purifying Face Cleanser
Winner: Best overall facial cleanser for oily skin
$17.00
$34.00
Ulta
$17.00
$34.00
Sephora
$38.40
$48.00
Amazon
Neutrogena Oil-Free Salicylic Acid Acne Fighting Face Wash
Winner: Best budget facial cleanser for oily skin
$9.48
$12.29
Amazon
$8.87
$11.70
Walmart
$9.49
Target
Dr. Brandt Microdermabrasion Renewing Face Exfoliator
Winner: Best overall exfoliator for face
$59.00
$79.00
Amazon
$79.00
Ulta
$59.00
$79.00
Dr. Brandt
Dr. Dennis Gross Alpha Beta Universal Daily Peel
Winner: Best splurge exfoliator
$94.00
Amazon
$94.00
Sephora
$70.50
$94.00
Dermstore
Skinceuticals Cell Cycle Catalyst Exfoliating Booster Serum
Winner: Best new launch facial exfoliator
$115.00
Dermstore
$115.00
Skinceuticals
$115.00
Bluemercury
The Ordinary AHA 30% + BHA 2% Exfoliating Peeling Solution
Winner: Best exfoliating mask
$9.50
Sephora
$9.50
Target
$9.50
Amazon
Murad Vita-C Triple Exfoliating Facial
Winner: Best splurge exfoliating mask
$88.00
Amazon
$92.00
Ulta
$92.00
Dermstore
Thayers Hydrating Milky Face Toner
Winner: Best overall hydrating serum
$14.99
Amazon
$14.99
Ulta
$14.99
Target
Jurlique Herbal Recovery Bi-Phase Serum
Winner: Best splurge hydrating serum
$76.00
$88.35
Amazon
$95.00
Jurlique
$76.00
$95.00
LovelySkin
Neutrogena Rapid Wrinkle Repair Retinol Regenerating Cream
Winner: Best budget retinol
$29.49
Target
$19.68
$29.48
Walmart
$29.48
Amazon
Bliss Bright Idea Vitamin C + Tri-Peptide Brightening Serum
Winner: Best overall vitamin C serum
$14.99
$30.00
Amazon
$24.97
Walmart
$16.99
$31.99
Walgreens
Summer Fridays CC Me Serum
Winner: Best splurge vitamin C serum
$68.00
Amazon
$68.00
Sephora
$68.00
Summer Fridays
Banana Boat Light as Air Face Sunscreen Lotion
Winner: Best overall sunscreen for darker skin tones
$15.50
Amazon
$20.77
Walmart
EltaMD UV Lotion Broad-Spectrum SPF 30+
Winner: Best overall sunscreen for face
$44.00
$55.00
Amazon
$44.00
$55.00
Dermstore
Bliss Block Star Invisible Daily Sunscreen
Winner: Best budget sunscreen for face
$12.20
$25.00
Amazon
$24.92
Walmart
$20.00
$25.00
Bliss
Sol de Janeiro Rio Radiance SPF 50 Body Oil
Winner: Best overall body oil
$30.00
Amazon
$30.00
Sephora
$30.00
Sol de Janeiro
Shop TODAY 2024 Beauty Awards hair care winners
Ouai Anti-Dandruff Shampoo
Winner: Best overall shampoo for dandruff and dry scalp
$38.00
Amazon
$38.00
Target
$38.00
Ouai
Nizoral Anti-Dandruff Shampoo
Winner: Best budget shampoo for dandruff and dry scalp
$15.88
Walmart
$15.88
Amazon
$16.89
Target
Redken Frizz Dismiss Shampoo
Winner: Best overall shampoo for frizz-prone hair
$29.00
Amazon
$26.04
Walmart
$29.00
Ulta
Oribe Shampoo for Magnificent Volume
Winner: Best overall volumizing shampoo
$49.00
Amazon
$49.00
Sephora
$49.00
Dermstore
K18 Biomimetic Hairscience Peptide Prep Detox Shampoo
Winner: Best overall clarifying shampoo
$39.00
Amazon
$39.00
Sephora
$39.00
K18 Hair
Drybar Detox Thickening Dry Shampoo for Thinning Hair
Winner: Best dry shampoo for thinning hair
$30.00
Ulta
$30.00
Target
$30.00
Drybar
Color Wow Money Mist Leave-in Conditioner
Winner: Best overall leave-in conditioner
$30.00
Amazon
$30.00
Sephora
Marc Anthony Grow Long Biotin Leave In Conditioner Spray
Winner: Best budget leave-in conditioner
$8.67
Amazon
$10.99
Target
$10.99
Walgreens
NatureLab Perfect Clean Scalp Balancing Sake Rinse
Winner: Best overall scalp treatment
$21.00
Ulta
$21.00
NatureLab
$21.00
Amazon
Ouai Hydrating Scalp Serum
Winner: Best overall hair serum for thinning hair
$54.00
Amazon
$54.00
Sephora
$54.00
Ulta
Shu Uemura Ultimate Reset Overnight Hair Serum
Winner: Best overall hair serum
$68.43
Amazon
$70.00
Sephora
$63.00
$70.00
Shu Uemura
Hairtamin Biotin Deep Condition and Repair Hair Mask
Winner: Best overall hair mask
$36.00
Planet Beauty
$37.00
HAIRtamin
Cantu Shea Butter Leave-In Conditioning Repair Hair Cream
Winner: Best leave-in for curly hair
$6.49
Target
$5.97
Walmart
$7.99
CVS Photo
Kérastase Curl Manifesto Nourishing Mask for Curly Hair
Winner: Best splurge hair mask for curly hair
$68.00
Amazon
$68.00
Sephora
Hairitage Play It Cool Argan Oil Heat Protectant Spray
Winner: Best overall heat protectant
$8.94
Walmart
$8.94
$10.99
Amazon
$9.99
CVS Pharmacy
Moroccanoil Perfect Defense Heat Protectant
Winner: Best splurge heat protectant
$32.00
Amazon
$28.49
Walmart
$32.00
Moroccanoil
Cantu Natural Hair Coconut Curling Cream with Shea Butter
Winner: Best budget curling cream
$5.97
$7.49
Amazon
$6.49
Target
Color Wow Style on Steroids Color-Safe Texturizing Spray
Winner: Best overall texturizing spray
$30.00
Amazon
$30.00
Ulta
$30.00
Color Wow
Got 2b Glued Blasting Freeze Spray
Winner: Best overall hair spray
$5.94
$8.49
Ulta
$8.59
Target
$6.47
Walmart
Garnier Fructis Style Full Control Anti-Humidity Hairspray
Winner: Best budget hairspray
$8.79
Target
$7.99
Garnier
Amika Blowout Babe Thermal Ionic Hairbrush
Winner: Best overall round brush
$100.00
Amazon
$100.00
Sephora
$100.00
Amika
Shark HT202 SmoothStyle Heated Comb + Blow Dryer Brush
Winner: Most innovative blowdry brush
$129.00
Amazon
$129.99
Ulta
Revlon One-Step Volumizer PLUS 2.0 Hair Dryer and Hot Air Brush
Winner: Best budget blow dry brush
$44.99
Amazon
$31.29
$54.18
Walmart
T3 Afar Lightweight Travel-Size Hair Dryer
Winner: Best overall hair dryer
$169.99
Sephora
$179.99
Dermstore
InfinityPro by Conair Quick Styling Salon Hair Dryer
Winner: Best budget hair dryer
$49.99
Amazon
$49.99
Ulta
BaBylissPro Nano Titanium Flat Iron Hair Straightener
Winner: Best overall hair straightener
$109.99
Amazon
$109.99
BaBylissPRO
$76.99
$109.99
Ulta
Hot Tools Pro Artist 24K Gold Collection Barrel Curling Iron
Winner: Best overall curling iron
$47.50
$69.99
Amazon
Pattern The 3-in-1 Interchangeable Curling Iron
Winner: Best splurge curling iron
$259.00
Ulta
$259.00
Pattern
Shop TODAY 2024 Beauty Awards body care winners
Sol de Janeiro Delicia Drench Body Butter
Winner: Best body butter
$48.00
Amazon
$48.00
Sephora
$48.00
Sol de Janeiro
Naturium Skin-Renewing Retinol Body Lotion
Winner: Best overall exfoliating body moisturizer
$24.99
$27.99
Amazon
$24.99
Target
$25.00
Naturium
Palmer's Cocoa Butter Formula Firming Butter
Winner: Best overall firming body lotion
$8.79
Palmers
$7.88
$8.79
Amazon
Medix 5.5 Retinol + Ferulic Acid Age Rewind Body Cream
Winner: Best for crepey skin
$19.99
$20.00
Amazon
$20.00
Walmart
St. Moriz Professional 1-Hour Fast Tan Mousse
Winner: Best overall self tanner
$14.99
Amazon
$14.99
Target
$26.75
Walmart
Jergens Natural Glow Instant Sun Body Mousse
Winner: Best drugstore buy
$13.47
$14.54
Amazon
$13.47
Walmart
$13.49
Target
Cuccio Naturale Milk & Honey Cuticle Oil
Winner: Best overall cuticle oil
$9.99
Amazon
$9.95
$13.34
Cuccio
Sally Hansen Vitamin E Nail and Cuticle Oil
Winner: Best budget cuticle oil
$4.68
$5.62
Amazon
$6.89
Target
$6.74
Walmart
Shop TODAY 2024 Beauty Awards makeup winners
Laura Geller Beauty Spackle Skin Perfecting Primer
Winner: Best overall primer
$19.70
$36.00
Amazon
$18.00
$36.00
Laura Geller
$36.00
Ulta
Morphe Bake + Set Soft Focus Setting Powder
Winner: Best overall setting powder
$15.00
Target
$10.50
$15.00
Ulta
$15.00
Morphe
Wet & Wild Photo Focuse Loose Setting Powder
Winner: Best budget setting powder
$6.64
Amazon
$7.99
Ulta
$6.65
Wet N' Wild
Armani Beauty Luminous Silk Natural Glow Foundation
Winner: Best overall medium coverage foundation
$69.00
Sephora
$69.00
Neiman Marcus
$69.00
Giorgio Armani
Cover FX Power Play Foundation
Winner: Best overall full coverage foundation
$8.00
$44.00
Cover FX
$18.00
$20.01
Amazon
Mirabella Beauty Invincible for All Anti-Aging HD Foundation
Winner: Best full coverage for mature skin
$50.00
Amazon
Fenty Beauty by Rihanna Eaze Drop Stick Blur + Smooth Tint Stick Foundation
Winner: Best overall foundation stick
$39.00
Sephora
$27.30
$39.00
Fenty Beauty
$39.00
Ulta
Bobbi Brown Skin Foundation Stick
Winner: Best for a natural look foundation stick
$57.00
Bobbi Brown
$48.45
$57.00
Nordstorm
Make Up For Ever HD Skin Matte Velvet Undetectable Longwear Powder Foundation
Winner: Best overall powder foundation
$45.00
Sephora
$45.00
Make Up For Ever
BareMinerals BarePro16-HR Skin-Perfecting Powder Foundation
Winner: Best sweat-proof powder foundation
$29.40
$42.00
Amazon
$42.00
Sephora
$42.00
Ulta
It Cosmetics CC+ Cream Natural Matte Foundation with SPF 40
Winner: Best new launch CC cream
$47.00
Sephora
$47.00
Ulta
$47.00
Amazon
La Roche-Posay Toleriane Rosaliac AR Visible Redness Reducing Cream
Winner: Best CC cream for redness
$30.99
Amazon
$30.99
Dermstore
$30.99
Ulta
Dermablend Continuous Correction Tone-Evening CC Cream Foundation SPF 50+
Winner: Best CC cream for color match
$29.40
$41.00
Amazon
$42.00
Ulta
$43.00
Dermablend
Ulta Beauty Collection Full Coverage Liquid Concealer
Winner: Best full coverage concealer
$10.00
Ulta
Nars Radiant Creamy Concealer
Winner: Best overall medium coverage concealer
$34.00
Sephora
$34.00
Nars Cosmetics
$34.00
Ulta
Saie Slip Tint Radiant All Over Concealer with Niacinamide
Winner: Best new launch medium coverage concealer
$28.00
Sephora
$28.00
Saie
Dibs Beauty GlowTour Duo Shimmering Blush and Contour
Winner: Best overall multi-stick blush
$38.00
Ulta
$38.00
Revolve
$38.00
DIBS Beauty
Milk Makeup Cooling Water Jelly Tiny Lip + Cheek Bush Stain
Winner: Best new launch multi-stick blush
$26.00
Amazon
$26.00
Sephora
$26.00
Milk Makeup
Patrick Ta Major Headlines Double-Take Creme and Powder Blush Duo
Winner: Best overall powder blush
$40.00
Sephora
$40.00
Patrick Ta
$40.00
Kohl's
Catrice Cosmetics Blush Affair Liquid Blush
Winner: Best cream blush
$6.00
Amazon
$6.00
Catrice Cosmetics
Glow Recipe Watermelon Glow Niacinamide Hue Drops Sun Glow Serum
Winner: Best bronzing drops
$36.00
Amazon
$36.00
Sephora
$36.00
Glow Recipe
It Cosmetics Glow with Confidence Sun Blush
Winner: Best 2-in-1 bronzer
$34.00
Amazon
$34.00
It Cosmetics
$34.00
Ulta
Rare Beauty by Selena Gomez All of the Above Eyeshadow Stick
Winner: Best overall eyeshadow stick
$22.00
Sephora
$22.00
Kohl's
$22.00
Rare Beauty
Julep 101 Crème to Powder Waterproof Eyeshadow Stick
Winner: Best budget eyeshadow stick
$10.59
$18.00
Amazon
$16.00
QVC
$9.00
$18.00
Julep
Laura Mercier Caviar Stick Eye Shadow
Winner: Best shade range eyeshadow stick
$33.00
Sephora
$33.00
Ulta
$33.00
Nordstrom
Bobbi Brown Dual-Ended Long-Wear Waterproof Eyeshadow Stick
Winner: Best two-in-one eyeshadow stick
$29.40
$42.00
Sephora
$42.00
Ulta
$29.40
$42.00
Kohl's
Urban Decay Naked3 Eyeshadow Palette
Winner: Best overall powder eyeshadow
$59.00
Kohl's
$59.00
Urban Decay
$59.00
Target
L'Oreal Paris Colour Riche La Palette Eyeshadow
Winner: Best budget powder eyeshadow
$7.24
Amazon
$9.69
Walmart
Ilia The Necessary Eyeshadow Palette
Winner: Best beginner-friendly palette
$40.00
Amazon
$40.00
Ulta
$40.00
ILIA
Revlon ColorStay Crème Eyeshadow
Winner: Best budget cream eyeshadow
$10.99
Ulta
$7.47
$8.22
Amazon
$7.97
$8.63
Walmart
Hourglass Scattered Light Glitter Eye Shadow
Winner: Best splurge cream eyeshadow
$30.00
Amazon
$30.00
Sephora
$30.00
Ulta
Lancome Idôle Tint Liquid Eyeshadow & Eyeliner
Winner: Best splurge liquid eyeshadow
$30.00
Amazon
$30.00
LANCOME
$30.00
Ulta
Gen See Mixed Media Liquid Eyeshadow
Winner: Best matte liquid eyeshadow
$29.00
Gen See Beauty
$27.00
Credo
Pat McGrath Perma Precision Liquid Eyeliner
Winner: Best smudge-proof eyeliner
$36.00
Ulta
$36.00
Sephora
Cle Cosmetics Fluid Touch Liquid Eyeliner
Winner: Best for precision liquid eyeliner
$26.00
CLE Cosmetics
Maybelline Tattoo Studio Gel Pencil Waterproof Gel Liner
Winner: Best gel eyeliner
$11.99
Ulta
$8.98
Walmart
Anastasia Beverly Hills Brow Definer
Winner: Best overall product for bolder brows
$17.01
$27.00
Amazon
$27.00
Sephora
$27.00
Ulta
Benefit Cosmetics Gimme Brow+ Tinted Volumizing Eyebrow Gel
Winner: Best tinted eyebrow gel
$28.00
Sephora
$28.00
Benefit Cosmetics
$28.00
Ulta
Benefit Cosmetics Roller Lash Curling Mascara
Winner: Best curling mascara
$29.00
Sephora
$29.00
Ulta
$29.00
QVC
Maybelline Lash Sensational Sky High Mascara
Winner: Best budget lengthening mascara
$10.82
$13.99
Amazon
$10.82
Walmart
$12.19
Target
Lancôme Definicils Defining and Lengthening Mascara
Winner: Best splurge lengthening mascara
$34.00
Amazon
$34.00
Ulta
$20.40
$34.00
Nordstrom
Thrive Causemetics Liquid Lash Extensions Mascara
A Shop TODAY Beauty Awards winner for best overall tubing mascara.
$26.00
Thrive Causemetics
$32.00
Amazon
Haus Labs PhD Hybrid Lip Glaze Plumping Gloss
Winner: Best splurge plumping lip gloss
$26.00
Sephora
$26.00
Haus Labs
E.l.f Pout Clout Plumping Lip Pen
Winner: Best budget plumping gloss
$9.00
e.l.f. Cosmetics
$8.12
Walmart
$8.12
$9.00
Amazon
Stila Stay All Day Liquid Lipstick
Winner: Best overall liquid lipstick
$24.00
Ulta
$24.00
Stila
$24.00
Amazon
Revlon ColorStay Ultimate Liquid Lipstick
Winner: Best budget liquid lipstick
$10.16
$13.99
Amazon
$10.16
Walmart
$15.99
Walgreens
Charlotte Tilbury Matte Revolution Hydrating Lipstick
Winner: Best overall cream lipstick
$35.00
Sephora
$35.00
Ulta
$35.00
Kohl's
Clinique Almost Lipstick in Black Honey
This lipstick is a bestseller with its flattering shade.
$25.00
Amazon
$25.00
Ulta
$25.00
Nordstrom
NYX Professional Makeup Butter Gloss Non-Sticky Lip Gloss
Winner: Best overall lip gloss
$5.97
Amazon
$5.99
Target
$6.00
Ulta
Saie Glossybounce High-Shine Hydrating Lip Gloss Oil
Winner: Best splurge lip gloss
$22.00
Amazon
$22.00
Sephora
$22.00
Saie
E.l.f. Glow Reviver Tinted Lip Oil
Winner: Best overall lip oil
$9.00
Target
$8.00
$9.00
Amazon
$9.00
e.l.f. Cosmetics
Catrice Cosmetics Glossin’ Glow Tinted Lip Oil
Winner: Best budget lip oil
$6.00
Amazon
$6.00
Catrice Cosmetics
Gisou Honey Infused Hydrating Lip Oil
Winner: Best splurge lip oil
$28.00
Sephora
$28.00
Gisou
$28.00
Amazon
Real Techniques Everyday Essentials Makeup Brush Kit
Winner: Best overall makeup brush set
$18.60
$22.98
Amazon
$20.00
Ulta
$21.49
Target
Morphe x Ariel Signature Look 12-Piece Set
Winner: Best splurge makeup brush set
$98.00
Ulta
$98.00
Morphe
The Inkey List Oat Cleansing Balm
Winner: Best overall cleansing balm
$13.00
Amazon
$6.50
$13.00
Sephora
$13.00
The Inkey List
CeraVe Comforting Eye Makeup Remover with Hyaluronic Acid
Winner: Best liquid eye makeup remover
$11.99
Ulta
$9.25
Walmart
$10.99
Dermstore
How we chose
Shop TODAY editors reviewed nearly 1,200 editor recommendations, trending products and tried-and-true favorites, narrowing the list to more than 400 products to test based on availability, skin care or hair concern, and price.
Next, TODAY staffers tested the products both at home and during a two-day in-house glam session. From hair and skin care tools to body care and makeup, each product was thoroughly evaluated before testers shared their honest feedback. Shop TODAY used those results to select this year’s 155 winners.
