In this day and age, it seems like we're all trying to turn back the clock on aging. No matter what age group you fall into, we've all seen the thousands of products on the market promising to zap away any sign of aging, and we can confirm, they're not all created equally.
However, luckily for you, our team found a few needles in the haystack when it comes to products that not only walked the walk but talked the talk. We've even highlighted some winners. Intrigued yet?
From dry skin heroes, gentle-yet-effective retinols to foundations and concealers that won't settle in fine lines, our winners for all things anti-aging and mature skin can be found below. But don't forget: A little wrinkle or two never hurt anyone.
Shop TODAY Mature Beauty Award Winners
After using various Palmer’s products for years, former TODAY senior evening editor Sam Kubota couldn’t wait to try out this firming lotion. “I did try the product across my whole body and found that it was quite lovely — a little lighter than the traditional cocoa butter from Palmer’s but still had that great scent and kept my skin from getting ashy.
“I tried to use this lotion daily and put it on some stretch marks from recent weight loss and they definitely did seem a little less prominent.”
Infused with skin care hero ingredients like ferulic acid, shea butter, vitamin E and green tea, it’s no wonder this body cream received high marks across the board. Our testers loved how the fragrance was light but noticeable enough to give you a little something.
“I used this cream alone on evenings where my skin was recovering (I alternate days I use my tretinoin) and it felt super soothing on the skin,” said commerce photo editor Vivian Le.
“I have a bit of inflammation on my chin from time to time due to perioral dermatitis flares, but I felt like this kept my skin moisturized and did not antagonize it any further.” Grab it while it's 30% off for a limited time!
Acne can be a problem at any age. This moisturizer, formulated with dark spots and blemishes in mind, can help you deal with it. That’s how the product earned its name! According to the brand, it contains three blemish-relief ingredients, four nourishing ingredients and five soothing ingredients.
Our testers loved the eye brightening formula that doesn’t crease and sticks around for hours. It’s even become a staple in multiple editors’ beauty routines.
“I loved how smooth this cream was!” said Richardson. “The directions let you put on as much as needed so you really felt like you could moisturize without fearing you would overdo it.”
Her only note was that the scent was a little strong so make sure to keep this in mind if you’re particularly sensitive to smells.
“I absolutely love this AM and PM cream. My skin feels incredibly soft and hydrated immediately after putting it on,” says social media editor Kara Quill.
“My skin looks visibly brighter and the formula melts into my skin quickly. I also feel like I am starting to see less skin imperfections. I even stopped using a primer because my makeup sits so well on top of this cream.”
A long time lover of bareMineral’s, commerce editor Vivien Moon was too excited to try hero product from the brand. “I have been wearing bareMineral’s for 20 years and this has become another go-to for me. I love the lightweight finish that this provides.”
“Even in the dry Las Vegas heat it doesn’t feel heavy and leaves me with a glowing youthful complexion at the end of the day.” Bonus: It's currently at its lowest price this year so far.
In search of a silky, nourishing cream that feels luxurious on your skin? That’s exactly what lifestyle reporter Sarah Lemire noted about this product.
“As someone who’s used the same moisturizer for the past 20 years, this cream was the first product I’ve tried that I’d consider replacing my long-time moisturizer with! I not only used it on my face, but also my neck.”
Collagen production decreases as you get older, so having trustworthy skin care products in your routine to help make up for that is crucial. This moisturizer is packed with three types of peptides to keep your skin looking and feeling plump.
Truth is, you can never have enough makeup, and this specifically formulated anti-aging foundation is the real deal. “This is a really nice foundation. It not only blends so well but it doesn’t feel heavy or wet,” said commerce editor Rebecca Brown.
She did note that this pick is ideal for those who want a matte finish as apposed to a dewy, glossy finish.
Elizabeth Arden is a legacy brand that never disappoints. These retinol capsules were a hit in this year’s Beauty Awards. The capsule form makes them easy to travel with and, according to the brand, they can be used both morning and night.
Moisturizers
According to the brand, this moisturizer is suitable for all skin types and is formulated to target skin care concerns such as loss of firmness and elasticity, fine lines and wrinkles. Plus, since it contains SPF, it can potentially even save time in your skin care routine!
Have you ever used a skin care product formulated with with bee venom and MGO 800+ mānuka honey? We didn’t think so! Commerce editor and producer Julie Ricevuto gave this product a 5/5 by saying, “I love this face cream! It absorbed quickly without feeling greasy. My skin felt super smooth after use.”
Night creams
Susan Cocchi, mom of Shop TODAY senior partnership editor Francesca Cocchi Zabloudil, loved the results this overnight treatment gave her.
“I have been using this product for two weeks and so far I am loving the results! My 60+ skin feels nourished and hydrated. Designed to work while you sleep, it’s made such a difference in my skin in a short amount of time, as a result I will be recommending to my friends.”
Shark Beauty CryoGlow Cooling + LED Face Mask
Winner: Most innovative skin tool
$349.99
Amazon
$349.99
Shark
$349.99
Ulta
E.l.f. Bright Icon Vitamin C + E + Ferulic Serum
Winner: Best antioxidant serum
$16.97
Amazon
$17.00
Ulta
$17.00
Target
Tula Skin Care Barrier Balance Ceramide Body Moisturizer
Winner: Most immediate results
$32.00
Tula
$25.60
$32.00
Amazon
$32.00
Ulta
Essie To The Rescue UV Gel Damage Repair
Winner: Best repair treatment
$7.55
$12.00
Amazon
$12.00
Essie
$11.99
Target
Versed Multi-Serum Skin Tint SPF 40
Winner: Best 2-in-1 tinted moisturizer
$19.99
Versed
$19.99
Target
$19.99
Ulta
Innisfree Green Tea Enzyme Vitamin C Brightening Toner Pads
Winner: Best value exfoliator pads
$28.00
Amazon
$28.00
Sephora
$28.00
Innisfree
Good Molecules 5% Niacinamide Serum with Ectoin
Winner: Best value serum
$8.00
Amazon
$8.00
Ulta
$8.00
Good Molecules
Almay Thickening & Tint Hypoallergenic Volume Mascara
Winner: Best value mascara
$10.38
Amazon
$10.38
Walmart
$10.49
Target
Beekman 1802 Micellar Milk Froth Cleansing Gel
Winner: Best 2-in-1 makeup remover
$29.00
Amazon
$29.00
Target
$29.00
Beekman 1802
The Mane Choice The Alpha Bond Repair Leave-In Conditioner
Winner: Best leave-in conditioner for instant results
$13.97
$14.99
Amazon
$14.99
The Mane Choice
$13.97
Walmart
Elizabeth Arden Retinol + HPR Ceramide Capsules
Winner: Best overall retinol
$84.15
$99.00
Amazon
$99.00
Elizabeth Arden
Retinols
Not only does this product not break the bank but it gave immediate results according to Nicoletta Richardson, trending editor at TODAY. “The lines on my face that I usually wake up with looked more subtle, and my face felt a bit more firm in general.” gredients such as ceramides, glycerin and rosemary leaf extract.
While you’re sleeping, this retinol oil will hydrate your skin and give you the glow you’ve been looking for. It’s also full of skin-loving in
Neck creams
This winner really impressed Cocchi, who not only used this on her neck and décolleté but also on her stomach while recovering from two abdominal surgeries.
"After using for two weeks, I clearly see a difference in my neck, chest and stomach. I highly recommend this as this product has become part of my daily regimen. Also, the texture and smell of this cream is luxurious."
Eye creams
This eye cream from Bubble promises to deeply hydrate and soothe dry, tired under eyes. According to the brand, it helps prevent moisture loss, leaves behind a dewy finish and is even suitable for sensitive skin.
A personal favorite of mine, this is my MVP when it comes to eye creams. Since it’s packed with vitamin C, it makes my skin feel so soft and smooth to the touch. It goes on like a dream before I catch my beauty sleep.
This powerhouse eye cream touts three impressive benefits: reducing the look of three types of dark circles, visibly firming and de-puffing, and targeting hyperpigmentation while strengthening the skin barrier. And if that's not enough, it's even gentle on sensitive skin.
Health reporter Sarah Jacoby noted how cool and hydrating this cream felt under her eyes. "Within a few minutes, I noticed my under-eye area looking brighter, fuller and generally more awake. I found I got the most out of it when I used it in the morning."
Foundations
If you're looking for foundation with full coverage that also happens to be waterproof, look no further than this winner. Jackie Fama, mom of former SEO commerce editor Amanda Fama, raved about this product by saying, "this foundation gave a nice smooth finish for me to apply the rest of my makeup without obvious creases in my skin."
Instantly blurring into your skin, our testers loved this stick foundation from Fenty. Julia Moon, mom of commerce editor Vivien Moon, enjoyed the pillowy texture and soft coverage that lasted all day long.
Providing customizable coverage, this matte foundation doubles as a buildable foundation or even a setting powder. Our testers loved to layer this product over their foundation for a velvety smooth finish.
We've said it once and we'll say it again, Lady Gaga did something so right with this foundation. Fama also tried this product and noted how very creamy and smooth it was. "The coverage was great and a little went a long way for a flawless complexion!"
Cocchi also couldn't get enough of this foundation stick by saying, "It's weightless and works in hot and humid weather, and is even sweat proof. Best of all, it feels like a second skin and leaves my skin feeling moisturized and hydrated. For my over 60 skin, it doesn’t crease or cake just leaves a smooth even complexion."
According to the brand, it's designed to last all day.
This foundation is packed with vitamins and peptides to help with skin elasticity, according to the brand. And with 30 shades to choose from, finding your perfect match is a breeze.
This winner is a tried-and-true favorite from our Shop TODAY editorial director Adrianna Brach, who has been using this foundation since 2018.
“It gives me medium-to-full coverage without feeling heavy or looking caked on. It makes my skin look airbrushed, so I wore it on my wedding day and every time I’m on TODAY. If I want a lighter finish I mix it with my moisturizer on the weekends for a more sheer-light coverage.”
Nivea Skin Firming and Toning Gel Cream
This cream promises to improve firmness in as little as two weeks.
$13.98
Amazon
LilyAna Naturals Eye Cream
This eye cream promises to reverse signs of aging.
$22.99
Amazon
$29.99
LilyAna Naturals
Bio-Oil Skincare Body Oil Serum
Our editors love this oil for hydration without a greasy feel.
$21.49
$23.49
Amazon
Nail-Aid Keratin 3 Day Growth Nail Treatment & Strengthener
This treatment can be used as both a base and top coat.
$4.48
Amazon
Essence Lash Princess Mascara
We love this affordable formula that doesn’t compromise lift.
$4.99
Amazon
$4.99
Ulta
$4.99
Target
Clinique Almost Lipstick in Black Honey
One editor has been wearing this classic shade for over 20 years.
$25.00
Amazon
$25.00
Ulta
$25.00
Nordstrom
Brighten under eyes with this balm.
Winner: Most innovative eye cream
$38.00
Tula
$38.00
Amazon
$38.00
Target
Rizos Curls Curl Defining Cream
Define curls and tame frizz with this nourishing cream.
$15.39
$21.99
Amazon
Resurfacing Retinol Serum
This affordable find is an easy introduction to retinol.
$18.68
$21.99
Amazon
$21.99
Ulta
$18.68
$23.73
Walmart
Laura Geller Baked Color Correcting Foundation
This foundation builds effortlessly to achieve a chic makeup look.
$17.10
$37.00
Amazon
$19.99
$38.00
Laura Geller
L’Oréal Paris Infallible 3-Second Setting Spray Mist
This spray promises to lock in makeup for up to 36 hours.
$10.98
$13.99
Amazon
$10.99
Target
Mielle Scalp & Hair Strengthening Oil
Experts say that rosemary oil can help with hair growth.
$9.97
Walmart
$7.69
$10.99
Ulta
$9.57
Amazon
Concealers
This lightweight, serum-infused concealer promises to brighten, correct and smooth the appearance of under eyes. It contains ingredients such as hyaluronic acid, glycerin and arnica to hydrate and brighten.
Last but certainly not least, this new launch from Saie received a perfect score from our team. Senior partnerships associate Klay Drageset not only loved the glowy coverage of this product but loved the inclusion of niacinamide that actively soothes, conditions, evens and brightens the appearance of your skin.
It can be difficult to travel with your makeup, but this concealer makes it easier because of how portable it is. The coverage of this concealer is amazing, and the shade range is large enough to find any shade you may need.
While NARS might be known for their iconic blush collection, don't sleep on this concealer. Sarah Hoeger, mom of associate SEO editor Sierra Hoeger, was impressed with this product to say the least.
"The concealer did not crease and was long lasting throughout the day. It gave a light amount of coverage without feeling thick and heavy. This concealer gave a natural glowing look and I even skipped wearing foundation a day or two."
Meet the experts
At Shop TODAY, our reporters interview a range of qualified sources and experts to capture a wide scope of perspectives on a given topic. We also ensure that all expert guidance and recommendations are provided independently and without any undisclosed financial conflicts of interest.
- Armando Kole is a celebrity makeup artist based in Los Angeles. Clients include Cardi B., Keke Palmer, Tina Knowles and more.
- Dr. Michael Bassiri-Tehrani is a double board-certified facial plastic and reconstructive surgeon based in New York City.
- Clayton Hawkins is a celebrity hairstylist, specializing in wigs and extensions. Based in Los Angeles, clients include Olivia Rodrigo, Rachel Zegler, Abigail Spencer and more.
- Dr. Michelle Henry is a board-certified dermatologist and Mohs Surgeon based in New York City.
How we choose
We sorted through nearly 1,200 new launches, editor recommendations, trending and tried-and-true products to come up with 155 winners. We hosted an in-house glam session, putting them through practical experiments to see if they meet requirements when it comes to value, satisfaction and quality for makeup, skin care, beauty and hair products and tools.
Over the course of up to four months, our team of editors and writers tried products in every beauty category: hair, body, skin and makeup. Finally, our panel of experts reviewed some of our winners to give their sign-off based on ingredients and other factors.
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