For our 2026 Shop TODAY Beauty Awards, our testers tried hundreds of products, from face moisturizers to body washes and nail polishes, to determine the absolute best of the best.
The result is a list of 120 products that span new releases, hot beauty tech and tried-and-true bestsellers, all of which have been given the seal of approval by our group of testers. And for those who use Amazon as one of their go-to online shopping destinations, we rounded up all of our winners that are available on the retail site, so you can easily shop our top picks.
Keep reading to discover the best finds across skin, hair, oral care and more that you can add right to your cart on Amazon.
Best Moisturizer for Dry Skin$undefined$19.99
Shop TODAY Beauty Awards skin care winners on Amazon
This serum has a “light and not goopy” consistency, says social video producer Anita Chomenko. “It blended and absorbed easily, and didn’t leave my skin feeling greasy or anything. I loved adding it to my routine. The smell of this is seriously so good, and I notice a glow boost, especially when pairing it with a hydrating toner.”
While Bianca Clendenin, senior social media editor for TODAY.com, has tried a number of pimple patches from popular brands, she says these are a great alternative for the season, because they can easily be worn for hours and aren’t super noticeable. Unlike traditional sticker patches, this formula dries into an invisible patch and then can be washed or peeled off after all-day wear.
“This spray feels incredibly refreshing,” says associate producer Sofia Sellar. “It’s completely fragrance-free and provides an instant boost of hydration without feeling greasy or heavy on the skin. The formula is lightweight and comfortable, making it a great option for virtually any skin type. I can see people reaching for it year-round. In the winter, it’s perfect for giving dry skin an extra dose of moisture, while in the summer, it works as a cooling, refreshing mist after spending time in the sun.”
“Since trying these eye masks, they’ve become my favorite and I’ve been using them most mornings,” says editor Shannon Garlin. “If I haven’t slept or am feeling fatigued, my under-eyes show it, and these little masks instantly gave them a boost, looking brighter, hydrated and plump. I also loved that masks were textured; it kept them in place and they didn’t slide down.”
“As a longtime fan of Cocokind’s skin care products, I wasn’t surprised that I loved this product,” says social producer Dani Musacchio. “I love keeping a facial mist on me during the hot summer months when I feel like my face could use a little refresh throughout the day. I also love to use it after a run, when my face gets red and sweaty. This spray feels so cooling and even helped soothe my sunburnt skin. Most of the other facial mists I own are smaller, so I appreciate that this one is double the size, as it will last much longer.”
“I’ve never used a peel-off mask before but have always seen videos of it, so I had high hopes but low expectations in case the internet was duping me. Instead, I found myself loving this one,” says editor Kamari Stewart-Jackson. “I believe the directions say to let it sit for 25 minutes, and it was completely dry by the end of that time. The most satisfying part was how it peeled off. I nearly got my full face in one full strip on multiple occasions. This is the type of mask that’s fun and easy enough to use that I would use it several times per week. Plus, my skin looks brighter after using it, which is exactly what it promises.”
“It left my skin feeling moisturized and soft without feeling greasy,” says Donna Pilikyan, commerce operations manager. “The scent smells so good without being overpowering and it can be layered with lotions for an extra skin glow.”
One tester shared that this moisturizer for dry skin “does the job.” When they used it on a trip to a higher-elevation area where skin tends to get drier, they share that it kept their skin “smooth and hydrated.”
“My favorite thing about the product was the texture,” one tester says. “It is a very, very soft waxy material when it comes out of the jar, and quickly softens even more on your fingers. It felt both gentle to apply, and nourishing to my skin. It took off my makeup very well, without a harsh soap. It smelled sort of like cotton, very fresh and natural with really no discernible fragrance.”
After a few weeks of use, one tester shares that “sun spots seemed lighter and brighter, and my skin was clear from acne.” They add, “The smell isn’t overwhelming and the formula is gentle enough for sensitive skin—I didn’t feel any tingling or burning sensation. It can be used nightly, but I would probably skip it on nights you’re applying other harsh acids like retinol. It’s an easy step that might be great for a tired mom with a simplistic routine of cleansing and moisturizer.”
“This product absolutely helped repair my skin barrier after two weeks of use,” shares TODAY social video producer Meghan Murakami. “Before using this product, I had flakiness around my nose that my makeup would very obviously pick up. After a couple of weeks, my skin smoothed out! It also has very cute packaging and directions that made it feel very clear how much product to use (a little goes a long way with this one!) and where to put it in my skin routine.”
“I’m absolutely obsessed with these patches, says senior social media editor Kate McCarthy. “I’m familiar with eye patches, but I’ve never seen the patches designed specifically for the space between your eyebrows, and I loved how they were the perfect size to target those pesky lines I have there. The patches were lightweight, stayed on easily, and, most importantly, actually worked. While my lines around my eyes and between my eyebrows are subtle, I swear that when I removed the patches, they did not look as prominent.”
Deputy managing editor Jess Bender’s brother, Jonathan, says that he’s been using this every night in his pre-bed skin care routine, and he shares that he’s noticed “how refreshed, plumped, and line free my face is the morning after.” He adds, “It definitely perks up your skin and revitalizes as intended. It’s worth the price point.”
Wavytalk Glow Time LED Therapy Mask
One tester shares that they “noticed a big improvement” in their skin after using this mask. “The next morning, my skin looked bright while also feeling so plump and healthy. And the more I’ve used this mask, the better my skin looks. I love the rejuvenation mode. It’s so relaxing to use that I look forward to using this mask prior to going to sleep. It has definitely become my favorite night ritual.”
Shop TODAY Beauty Awards body care winners on Amazon
“If I could give this lotion a 200, I would,” says Stewart-Jackson. “After using this for a few weeks and noticing how much I’d already gone through, I said to my husband, ‘I’m going to be really sad when I finish this.’ Nivea is a classic and they’ve delivered once again with this cocoa butter body lotion that is perfectly lightweight yet still moisturizing for the entire body. The scent is even a little nostalgic for me, because it smells like the super heavy cocoa butters I grew up using but this one is light and great for summer. I have really dry skin all year round and this leaves it both looking and feeling hydrated without leaving me feeling greasy.”
“I loved this shave cream so much more than anything I’ve used before,” one reviewer shares. “It also has a yummy vanilla smell that stayed, leaving my skin smelling so good even after I washed it off. I will definitely be adding this to my regularly used products.”
“While there’s nothing wrong with body hair, I prefer to have none under my armpits during the summer,” says Musacchio. “Since going to a waxing salon is pricey, I usually resort to shaving my armpits. I won’t lie - I was pretty intimidated to wax my own armpits ... The first attempt left my skin feeling and looking irritated, but once I got the hang of it, it was actually quite easy to use. I liked how I could use the same strip to go over little areas that I missed. The irritation completely subsided after a day, and the next time I used the strips, it was way less irritated because I knew what I was doing.” She adds, “It took around two weeks for the hair to start growing back. I loved not having to worry about shaving or tweezing!”
“This mess-free multitasker uses petrolatum to create a protective barrier and nourishing ingredients like shea butter and avocado oil to help lock in moisture and protect dry lips, rough patches, chafing, cracked heels and other areas of irritation, making it easy to use and great for on-the-go,” shares dermatologist Dr. Marisa Garshick. She adds that “it can be used by the whole family.”
“I really liked that this antiperspirant glided on smoothly and dried quickly without feeling sticky or tacky,” Pilikyan says. “It’s one of the few unscented invisible solid formulas I’ve used that truly goes on clear and doesn’t leave white marks on my clothing if I use it before getting dressed. The formula was also gentle on my skin, making it comfortable enough to use every day without irritation.”
According to one tester, there are multiple things to appreciate about this moisturizing body oil. First, they note that it made their skin soft and gave it a “nice shine” after use. They also share that the scent is “nice but not too overpowering.”
“I was a devout bar soap user until this body wash came along,” says editorial operations manager Jill Ortiz. “It smells heavenly, lathers deliciously and feels good. I love that the scent lasts for hours after I shower. There is no better feeling than showering and smelling squeaky after. I also like that it is formulated with oil because I have very dry skin.”
Megababe Thigh Rescue Gel
“I’ve been blessed with big boobs and big thighs, which is a gift in many situations but a burden during humid summers or sweaty workouts,” says Bender. “I regularly end up with chafed, raw skin around those areas no matter how much baby powder I throw onto these areas. Megababe’s one of those brands that have saved my skin (literally) over the years and their new chafing gel continues the trend of being a lifesaver for those with a bit more jiggle. They really make the user experience as easy as it comes with the touch-free applicator that you can just roll onto your desired area without getting any product on your hands. It also dries down extremely quickly in the matter of seconds, so you can just apply and get your day going!”
“Hempz Triple Moisture Body Lotion has a pleasant citrus scent that lasts,” shares writer Danielle Murphy’s mom, Christina. “The lotion immediately sinks into my skin, providing deep hydration with absolutely no greasy residue left behind. And I really like the pump dispenser to get the perfect amount of lotion.”
Murphy’s sister, Nicole Kelleher, was a big fan of this body wash. “It creates nice lather while remaining completely fragrance-free, which is perfect for my sensitive skin. It was gentle enough to use even after shaving and left my skin feeling incredibly soft, smooth, and hydrated. What impressed me most was how moisturized my skin felt afterward. I usually need to apply lotion immediately after showering, but with this body wash, my skin felt comfortable and hydrated on its own. I also appreciate the generous size of the bottle. You get a lot of product, so it’s a good value. This has quickly become a staple in my shower routine.”
According to the brand, along with hydrating your skin, this cream also addresses signs of aging in the area. “It’s thick but not excessively so, where it doesn’t absorb into your skin,” says deputy editorial director Jess Bender. “It’s silky but not especially greasy. Most importantly, it’s extremely effective at tackling dry hands and nourishing sore cuticle beds for an extended amount of time.”
One tester calls this exfoliating scrub a “pure spa experience.” They add, “This product made my skin feel soft, supple, and even in tone after use. Fragrant scrubs, moisturizers and lotions can sometimes cause reactions on my combination skin, but this one did not — also really enjoyed the luxurious scent, making for an enjoyable shower experience.”
Shop TODAY Beauty Awards makeup winners on Amazon
“This concealer has made itself the one I reach for every day,” says Stewart-Jackson. “The color match is really good, another thing that’s typically hard for me to perfect with concealers, and the coverage is just what I need. I struggle with dark circles under my eyes, and this has helped cover them without being too heavy. I also like to use it to gently cover blemishes. I don’t need much of it, as a little goes a long way. It blends out really nicely, as well. Plus for $5, it’s one I can easily keep stocked.”
“I didn’t check the price of this until I sat down to write my thoughts, but if you’d have asked me before now, I would’ve said it was at least $20,” says Stewart-Jackson. “$7 for this is an absolute steal. It’s super pigmented, so you only need a few dots on each cheek for a natural look, and it blends out beautifully.”
“This is a great drugstore lipstick,” one tester shares. “I instantly loved how creamy and pigmented the formula glided onto my lips. Usually, lipsticks look more chalky on the lips, but this has a great shine to it.”
For an affordable price of just $8, Stewart-Jackson says that this primer “does exactly what I need it to do.” She shares, “It leaves my skin looking super hydrated and glowy while being sticky enough to hold my foundation to my skin. My makeup looks very smooth when I apply it over this primer, too.”
“This a great and affordable option if you want a natural and fluffy-looking brow,” Chomenko says. “The formula is forgiving and is quite buildable. My favorite thing about the product is that it doesn’t weigh down my brows or make them look crunchy. My brows are still soft to the touch while being held in place. After a full work day, my brows do not move much, if at all!”
“For $12, this is an incredible mascara,” says Murray. “It has a great applicator with a slender tip, but a thicker end that allows for precision when it comes to general application, getting into your inner corner and coating your bottom lashes without smudging your lower lash line. And, the formula is the perfect midpoint between being too thin and super thick. This makes it great for evenly coating all your lashes and avoiding clumping when adding layers.”
One tester calls this “one of the creamiest and smoothest tinted lip balms I’ve recently.” They add, “There’s no gritty texture or goopy feel; it slides onto the lips easily and the color is subtle but flattering! Perfect topper for my everyday lip combo. It’s a rich texture but does not feel heavy on my lips.”
Stewart-Jackson says that she “love love loves” this eyeshadow. “I used the thicker side to swipe some product onto my eyelid and was successfully able to blend it out with both my fingers and a brush. It dries into a powder at the perfect rate, so I’m never rushing to blend it out. It’s very buildable, so I usually do one or two swipes for a natural look and then I’ll apply more when I want something a little bolder.”
BS-Mall’s makeup brushes have long been a Shop TODAY reader and editor favorite. This set comes with 14 different brushes, ranging from foundation to eye shadow, and features a compact case with an LED mirror inside, making it perfect for travel.
Ekman says this is her “go-to” for taking off mascara. “This works really well on a heavy coat of waterproof mascara. The wand really gets in between every lash and it genuinely feels like it “melts” the formula off: The mascara turns from crusty to goopy in just a few swipes. I never have to scrub my eyes at all; I just gently wipe it off after.”
“This gel product gives the most natural, lit-from-within glow without any glitter or grit,” shares professional makeup artist Caitlyn Dominic. “It looks like your skin, just better. I often start many of my makeup looks on clients with the Glowy Super Gel to achieve the look of glassy, glowy highlight without ever using a powder highlighter on top of the skin.”
TODAY.com senior entertainment editor Elena Nicolaou had this product on her must-try list for a while — and she shares that it really delivered. She even notes that she likes it more than a similar option she’s tried from another popular brand. “It’s less thick and I feel like it lies sparkly on my skin,” she says about the formula. “It looks great alone or under makeup. I think this is great for people who don’t like wearing makeup but want their skin to be a bit more alive and dewy.”
“I love the shape of the wand,” Chomenko says about this volumizing mascara. “The end tapers in skinny so you can get into the inner corner of your eye without poking it. The end tapers out wider for other lashes. It’s buildable so you can get a lot of volume too. You don’t need to use an eyelash curler before using this.”
“I’ve always been a little scared to use this type of makeup product because I’m so fair, but this product applies like serum with just a touch of glow,” says Garlin, who adds that they’re beginner-friendly. “My face immediately looked glowy and sun-kissed. I’ve continued using this in my daily makeup routine!”
Vanessa Gavidia, mom of one of our partnerships coordinators, shares that this spray “makes your makeup last all night long.” She adds that it’s “easy and pleasant to apply this product” and “makes your makeup stay on.”
“I used this for night outs, concerts and in extreme heat and my makeup didn’t melt; I was able to end the night, and my makeup was still looking great,” she says.
“This is one of the most hydrating, glossy and smooth lip balms I’ve ever tried,” says writer Jannely Espinal. “The tint is subtle and I can reapply as many times as I want. Even though it is labeled as a balm, I feel that the formula offers full coverage and a shiny texture on the lips.”
Dominic is also a big fan of the product. “This is one of my ‘stranded on a deserted island’ products — I can’t go without it in my purse or pro makeup kit. It gives that plumped, glassy finish without the sticky feeling a lot of glosses have. [It’s] comfortable enough to wear all day and comes in so many gorgeous shades for any and all skin tones.”
“I absolutely loved this brush set,” shares one team member’s mom. “The brushes are soft, easy to use, and work just as well as some much more expensive ones I’ve tried. The blush brush is my favorite in the set because it applies product beautifully and blends everything out so effortlessly. In fact, my daughter loved the brushes so much that she ended up ‘borrowing’ most of them for herself, so I may need to buy another set!”
Shop TODAY Beauty Awards oral care winners on Amazon
Freelance writer Dory Zayas says these dissolvable whitening strips are “so much more convenient than traditional whitening strips.” She shares, “Application took me a couple of tries to perfect, but you just lick your teeth, apply the dry strip and lick again to set it in place. At first, I definitely felt it on my teeth, but after a few minutes, I completely forgot about it! It totally dissolves in about 15 minutes, so it’s mess-free and fast! I like doing them in the car on the way to pick up my daughter from camp!”
“I honestly loved using this toothbrush from the first time I tried it,” says Pilikyan. “It has a lot of power, but it still feels gentle enough to use every day, and my teeth always feel super clean afterward. The battery life was also amazing — I barely had to think about charging it, which made it really convenient, especially when traveling.”
“This flosser has become a fixture in my oral care routine,” says special projects associate Jordan Murray. “I’ve been using it about three times a week, and it gives me such a good floss every time. First of all, it’s super user-friendly: It’s easy to set up, plug-in and customize the settings. I love how it has different pressure options to use depending on what I’ve been eating and what I may need to fish out of the space between my teeth. And it’s honestly pretty compact. It takes up minimal space on my sink.”
Shop TODAY Beauty Awards hair care winners on Amazon
Tired of hairsprays leaving your freshly styled locks feeling crunchy? One tester shares that “this product held and left a nice light shine without feeling stiff.” They add that they plan to keep using it long after the testing period ends.
“This just might be the best hair mask I’ve ever used,” shares associate market editor Audrey Ekman. “It’s got a deliciously thick and rich paste-like consistency (nothing like some of the watery masks I’ve tried in the past, where half of the product drips off onto the shower tiles). For almost two months, I’ve been using it once a week, leaving it on for 5-10 minutes and rinsing it out for incredibly silky strands. It’s been a godsend for summer, when I’ve been putting my dyed hair through the wringer between dips in the pool, beach time and extra showers.”
Pilikyan says that this multi-styling tool is a great alternative to other popular, priceier options on the market. “One of my favorite things about it is how lightweight and quiet it is compared to other multi-stylers I’ve tried. It was comfortable to hold for longer styling sessions and delivered results that were very comparable to its more expensive competitors.”
Shop TODAY Beauty Awards nail care winners on Amazon
Garlin says these press-on nails “last so long and are very durable.” She adds, “They survived through packing a suitcase, going through TSA ... twice! Also, they’re very easy to apply. I have small hands and nail beds, and can never find press-ons that fit me, and these were the perfect size.”
One tester notes that this nail polish is “quick-drying, long-lasting and so easy to apply.” What more could you want, really? According to the brand, it dries in just 60 seconds, so you can immediately start going about your day and showing off your new mani.
“This is a great nail oil,” Murray says. “It’s lightweight with quick absorbency, so your fingers don’t stay oily for long. And the hydration is instant, but it lasts. After weeks of use, my cuticles looked hydrated and felt soft.”
How we chose
The 2026 Shop TODAY Beauty Awards mark the fourth year of our annual franchise, where editors and staffers from across TODAY put hundreds of beauty products to the test to uncover the very best. From red light therapy devices and acne treatments to cuticle oils and everything in between, these are the products that earned the Shop TODAY stamp of approval.
To build this year’s list, we sorted through over 2,600 new launches, editor favorites, trending buys and trusted classics before selecting 420 products for hands-on testing. Over the course of nearly two months, we worked them into our daily routines, evaluating each one for quality, value and overall performance across hair, skin, body and makeup. After countless swatches, applications and wear tests, we narrowed the field to 120 winners that truly stood out. To ensure our picks met the highest standards, a panel of beauty experts also reviewed many of the winning products, weighing in on ingredients and other key factors before giving their final seal of approval.
Meet our experts
At Shop TODAY, our reporters interview a range of qualified sources and experts to capture a wide scope of perspectives on the latest beauty products. We also ensure that all expert guidance and recommendations are made independently and without undisclosed financial conflicts of interest.
- Dr. Marisa Garshick, M.D., is a board-certified dermatologist and clinical assistant professor of dermatology at Weill Cornell Medicine.
- Caitlyn Dominic is a celebrity and bridal makeup artist based in Charlotte, North Carolina.
Has your product been featured?
Shop TODAY is editorially independent, and our team of editors and writers work hard to pick the best products to share with our readers and viewers. We may license our logo to brands or products that have been featured on Shop TODAY. Click here if you’re interested in licensing your inclusion in Shop TODAY content or to learn more from our licensing partner, Wrights Media.
NuFace Fix Microwand
NuFace Fix Microwand