Searching for the best of the best when it comes to all things beauty? We're talking anti-aging products that actually work, hydrating body lotions for glistening skin and shampoos that promise strong and healthy hair. If this sounds right up your alley, our third-annual Shop TODAY Beauty Awards has you covered.
Selecting products for these awards is no walk in the park. We sorted through nearly 1,500 new launches, editor recommendations, trending and tried-and-true products to come up with 155 winners.
We even 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.
To make finding your new favorite product as seamless as possible, here are lists of all our winners from 2025 in one convenient place. Happy shopping and make sure to stay tuned for our 2026 Beauty Awards! It's sure to be even bigger and better — if that's even possible.
Shop TODAY Beauty Awards skin care winners
Dr. Dennis Gross Alpha Beta 2% BHA+ Breakout Solution
Winner: Best overall acne treatment
$38.00
Sephora
$38.00
Dermstore
Thayers Invisible SOS Acne Patches
Winner: Best new launch acne/pimple patches
$8.99
Thayers
$9.60
Amazon
$12.19
Target
Hero Mighty Patch Original
Winner: Best overall pimple patches
$12.99
Amazon
$9.99
Target
$12.99
Hero Cosmetics
Kiehl's Ultra Facial Barrier-Hydrating Cleanser
Winner: Best skin barrier boosting cleanser
$15.00
$29.00
Amazon
$15.00
$29.00
Ulta
$29.00
Kiehl's
Dr. Althea Pure Grinding Cleansing Balm
Winner: Best cleansing balm
$17.77
$22.90
Amazon
$22.90
Ulta
$22.99
$28.00
Target
Farmacy Green Clean Gentle Creamy Cleanser
Winner: Best cleanser for sensitive skin
$32.00
Amazon
$32.00
Sephora
$32.00
Farmacy Beauty
True Botanicals Ginger Turmeric Cleansing Balm
Winner: Best splurge cleanser
$36.40
$52.00
Amazon
$52.00
True Botanicals
$52.00
QVC
Burt's Bees Micellar Makeup Removing Towelettes with Rose Water
Winner: Best value makeup remover
$5.47
$5.99
Amazon
$5.49
Target
$6.59
Burt's Bees
Beekman 1802 Micellar Milk Froth Cleansing Gel
Winner: Best 2-in-1 makeup remover
$29.00
Amazon
$29.00
Target
$29.00
Beekman 1802
Bliss Drench and Quench Moisturizer
Winner: Best value moisturizer
$24.31
$26.00
Amazon
$24.31
Walmart
$26.00
Bliss
Dr. Althea 345 Relief Cream
Winner: Best moisturizer for acne-prone or sensitive skin
$21.60
$27.00
Amazon
InnBeauty Project Project Extreme Cream Firming & Lifting Moisturizer
Winner: Best firming moisturizer
$48.00
iNNBeautyProject
$48.00
Sephora
$48.00
Kohl's
Paula's Choice Pro-Collagen Peptide Plumping Moisturizer
Winner: Best overall moisturizer
$39.20
$49.00
Paula's Choice
$49.00
Sephora
$49.00
Amazon
Skinbetter Science AlphaRet Overnight Cream
Winner: Best splurge night cream
$145.00
Skinbetter Science
Dr. Brandt Bright This Way Glow Overnight Retinol Oil
Winner: Best splurge retinol
$82.00
Amazon
$82.00
Macy's
$82.00
Dr. Brandt
Elizabeth Arden Retinol + HPR Ceramide Capsules
Winner: Best overall retinol
$84.15
$99.00
Amazon
$99.00
Elizabeth Arden
Clearstem Skin Spray All Day
Use promo code TODAY for 40% off until 10/21. Winner: Best overall facial spray
$38.00
Clearstem
Good Molecules 5% Niacinamide Serum with Ectoin
Winner: Best value serum
$8.00
Amazon
$8.00
Ulta
$8.00
Good Molecules
Murad Heartleaf Gentle Resurfacing Serum
Winner: Best serum for sensitive skin
$65.00
Amazon
$65.00
Murad
$65.00
Ulta
Laneige Perfect Renew Triple Signature Serum
Winner: Best anti-aging serum
$39.00
Amazon
$39.00
Laneige
$39.00
Sephora
E.l.f. Bright Icon Vitamin C + E + Ferulic Serum
Winner: Best antioxidant serum
$16.97
Amazon
$17.00
Ulta
$17.00
Target
SkinMedica TNS Advanced+ Serum
Winner: Best splurge serum
$295.00
Skinmedica
$295.00
Dermstore
$295.00
Bloomingdale's
Drunk Elephant C-Luma™ Hydrabright Serum
Winner: Best vitamin C serum
$68.00
Sephora
$68.00
Ulta
$68.00
Amazon
Sunday Riley Good Genes Lactic Acid Treatment
Winner: Best lactic acid serum
$59.50
$85.00
Amazon
$59.50
$85.00
Nordstrom
$85.00
Ulta
Dr.Jart+ Every Sun Day Ultra-Sheer Priming Sunscreen Stick
Winner: Best new launch face SPF
$30.00
Amazon
$30.00
Sephora
$30.00
Kohl's
Colorescience Sunforgettable Total Protection Face Shield Flex
Winner: Best tinted face SPF
$58.00
Amazon
$58.00
Dermstore
$58.00
ColoreScience
Hello Sunday The Everyday One SPF 50 Face Moisturiser
Winner: Best skin care-forward SPF
$22.00
Sephora
$22.00
Hello Sunday
Hawaiian Tropic Sheer Touch Face SPF 60+
Winner: Best overall face SPF
$12.99
$14.99
Amazon
$14.99
CVS Photo
$15.89
Target
Banana Boat Sport Spray SPF 50
Winner: Best new launch body SPF
$13.99
Target
$13.99
Walgreens
$17.73
Amazon
Benefit Cosmetics The Porefessional Shrink Wrap
Winner: Best overnight exfoliator treatment
$39.10
$46.00
Macy's
$46.00
Benefit Cosmetics
$46.00
Ulta
Dermalogica Daily Microfoliant
Winner: Best overall exfoliator
$19.50
Amazon
$19.50
Dermalogica
$19.50
Sephora
Innisfree Green Tea Enzyme Vitamin C Brightening Toner Pads
Winner: Best value exfoliator pads
$28.00
Amazon
$28.00
Sephora
$28.00
Innisfree
YSE Beauty Your Favorite Ex Exfoliating Pads
Winner: Best splurge exfoliator pads
$75.00
YSE Beauty
$75.00
Sephora
Olehenriksen Après Skin Multi-Use Rescue Crème Overnight Moisturizer + Mask
Winner: Best face mask for sensitive skin
$48.00
Ole Henriksen
$48.00
Sephora
$48.00
Ulta
Peach & Lily Glass Skin Ginseng Collagen Mask
Winner: Most hydrating sheet face mask
$8.00
Peach and Lily
$8.00
Target
$8.00
Ulta
Medicube Salmon PDRN Pink Collagen Jelly Gel Mask (Pack of 4)
Winner: Most viral sheet face mask
$13.00
$20.90
Amazon
$26.13
$27.50
Medicube
Numbuzin No.9+ NAD+ BIO Lifting-sil Full Face Mask (Pack of 4)
Winner: Best splurge sheet face mask
$17.60
Amazon
Hero Cosmetics Mighty Patch for Tired Eyes
Winner: Best value eye mask
$14.88
Amazon
$14.89
Target
$14.99
Hero Cosmetics
Makeup Eraser Cooling Clouds Undereye Patches
Winner: Best reusable eye mask
$15.95
$20.00
Amazon
$16.89
Target
$20.00
Makeup Eraser
Bubble Star Dew Hydrating Eye Cream
Winner: Best value eye cream
$14.00
Bubble Skincare
$14.00
Amazon
$14.99
Ulta
Tula Skin Care Eye Balm Glow & Get It Eye Balm
Winner: Most innovative eye cream
$38.00
Tula
$38.00
Amazon
$38.00
Target
Shop TODAY Beauty Awards hair care winners
Cantu Weightless Smoothing Shampoo
Winner: Best smoothing shampoo
$6.97
$7.99
Amazon
$6.99
Target
$6.99
Walmart
CeraVe Gentle Scalp Care Conditioner
Winner: Best conditioner for scalp care
$8.97
$10.99
Amazon
$10.99
Target
$8.97
Walmart
Cantu Weightless Smoothing Conditioner
Winner: Best value conditioner
$6.97
$7.99
Amazon
$6.99
Target
$7.99
CVS
Red by Kiss Growth MD Silicone-Free Conditioner
Winner: Best conditioner for aging hair
$10.99
$11.99
Amazon
$11.99
Ivy Beauty
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
Mielle Deep Hydration Multi-Tasking Leave-In Conditioner
Winner: Best overall leave-in conditioner
$13.97
Amazon
$15.99
Mielle
$13.97
$15.97
Walmart
Color Wow Texas Hold 'Em Big Hold Hairspray
Winner: Best overall hairspray
$30.00
Amazon
$30.00
Sephora
$30.00
Color Wow
Lottabody Wrap Me Foaming Curl Mousse with Coconut and Shea Oil
Winner: Best value curl cream
$3.98
$5.74
Amazon
$3.98
Walmart
$4.99
Sally Beauty
Dae Hair Cactus Fruit 3-In-1 Styling Cream
Winner: Best overall styling cream
$30.00
Amazon
$21.00
$30.00
DAE Hair
Olaplex N°.0.5 Hydrating and Anti-Aging Scalp Serum Treatment
Winner: Best overall scalp treatment
$44.00
Sephora
$44.00
Olaplex
FHI Heat UNbrush Detangling Brush
Winner: Best overall hair brush
$18.00
Amazon
$18.00
Target
$18.00
FHI Heat
Wavytalk Steamline Pro
Winner: Best overall straightener
$63.99
$79.99
Amazon
$89.99
Walmart
$89.00
Wavy Talk
T3 Airebrush Blow Dry Brush
Winner: Best overall multi-styler
$159.99
Ulta
$159.99
T3
$111.99
$159.99
Nordstrom
Shop TODAY Beauty Awards body care winners
Curel Ultra Healing Intensive Fragrance-Free Lotion
Winner: Best value lotion
$10.97
$11.64
Amazon
$10.97
Walmart
$8.99
Walgreens
Lubriderm Daily Moisture Lotion
Winner: Best fragrance-free body lotion
$10.12
$10.71
Amazon
$14.99
Walgreens
Cetaphil Hydrating Face & Body Moisturizer
Winner: Best 2-in-1 body lotion
$15.79
Amazon
$13.49
Target
$20.99
Ulta
Tula Skin Care Barrier Balance Ceramide Body Moisturizer
Winner: Most immediate results
$32.00
Tula
$25.60
$32.00
Amazon
$32.00
Ulta
Dial Healthy Hydration Shea Butter Body Wash
Winner: Best overall body wash
$4.49
$5.99
Target
$4.97
Walmart
St. Tropez Sunlit Skin Bronzing Tint and Self Tan Serum
Winner: Best tanning serum
$20.40
$34.00
Amazon
$34.00
Sephora
$34.00
Target
+Lux Unfiltered N°12 Bronzing Face Drops
Winner: Best bronzing drops
$42.00
Amazon
$42.00
Sephora
$42.00
+Lux Unfiltered
St. Tropez Self Tan Classic Bronzing Mousse
Winner: Best overall body tanner
$44.00
Amazon
$44.00
Sephora
$44.00
Target
Soft Services Theraplush Retinol Hand Repair Cream
Winner: Most viral hand cream
$62.00
Sephora
$62.00
Soft Services
L'Occitane Nourishing Nail & Cuticle Oil
Winner: Best cuticle oil
$22.00
Amazon
$22.00
Sephora
$22.00
Nordstrom
Essie To The Rescue UV Gel Damage Repair
Winner: Best repair treatment
$7.55
$12.00
Amazon
$12.00
Essie
$11.99
Target
Shop TODAY Beauty Awards makeup winners
MCoBeauty Flawless Glow Foundation
Winner: Best value foundation
$14.99
Target
$14.99
MCoBeauty
$14.99
Amazon
Patrick Ta Major Skin Hydra-Luxe Luminous Skin Perfecting Foundation
Winner: Best overall foundation
$58.00
Sephora
$58.00
Patrick Ta
Versed Multi-Serum Skin Tint SPF 40
Winner: Best 2-in-1 tinted moisturizer
$19.99
Versed
$19.99
Target
$19.99
Ulta
Milk Makeup Hydro Grip 12-Hour Hydrating Gel Skin Tint
Winner: Best hydrating tinted moisturizer
$38.00
Amazon
$38.00
Sephora
$38.00
Ulta
Ilia Super Serum Skin Tint SPF 40
Winner: Best overall tinted moisturizer
$48.00
Amazon
$48.00
ILIA
$48.00
Sephora
Catrice Under Eye Brightener Setting Powder
Winner: Best overall setting powder
$6.00
Amazon
$6.00
Catrice Cosmetics
Anastasia Beverly Hills Impeccable 24HR Blurring Matte Setting Spray
Winner: Best overall setting spray
$36.00
Sephora
$36.00
Ulta
$36.00
Anastasia Beverly Hills
Catrice Cosmetics Aqua Splash Grip Primer
Winner: Best overall primer
$8.00
Amazon
$8.00
Catrice Cosmetics
Maybelline Sunkisser Multi-Use Blendable Liquid Blush
Winner: Best value blush
$7.28
$11.99
Amazon
$9.99
Target
$9.98
Walmart
Tower 28 Getset Blur + Set Matte Powder Blush
Winner: Best 2-in-1 blush
$22.00
Sephora
$22.00
Revolve
$22.00
Tower 28
Summer Fridays Lip Butter Balm
Winner: Best overall lip balm
$24.00
Amazon
$24.00
Summer Fridays
$24.00
Sephora
Tula Skin Care 24-7 Moisture Day & Night Peptide Lip Mask
Winner: Best overnight lip mask
$18.00
Amazon
$18.00
Target
$18.00
Tula
Wonderskin Lip Rehab Serum Oil
Winner: Best overall lip oil
$20.00
Wonderskin
$20.00
Amazon
$20.00
Nordstrom
Covergirl Clean Fresh Yummy Gloss Plumper
Winner: Best overall lip plump
$9.20
$12.99
Amazon
$9.99
Target
$12.99
Ulta
Wonderskin Wonder Blading Lip Stain Masque
We Love It for: A one-and-done bold lip.
$22.00
$23.99
Amazon
$22.00
Wonderskin
Maybelline Super Stay Teddy Lip Tint
Winner: Best overall lip tint
$9.97
$12.99
Amazon
$12.99
Ulta
$9.99
Target
Pure Radiance Overnight Lip Treatment
Winner: Best splurge lip treatment
$32.00
True Botanicals
$32.00
Nordstrom
Iconic London Enrich & Elevate Lash Growth-Active Eyeliner
Winner: Best dual-ended eyeliner
$28.00
Ulta
$28.00
Amazon
$24.18
$28.00
Walmart
Valentino Beauty Colorgraph Eyeliner
Winner: Best splurge eyeliner
$38.00
Valentino Beauty
$38.00
Sephora
$29.00
Nordstrom
Benefit Cosmetics Badgal Bounce Mascara
Winner: Best new launch mascara
$29.00
Benefit Cosmetics
$29.00
Sephora
$32.00
Amazon
Almay Thickening & Tint Hypoallergenic Volume Mascara
Winner: Best value mascara
$10.38
Amazon
$10.38
Walmart
$10.49
Target
L'Oreal Paris Paradise Big Deal Mascara
Winner: Best waterproof mascara
$11.14
$15.99
Amazon
$12.97
Walmart
Lancôme Lash Idôle Fluttter Extension Mascara
Winner: Best splurge mascara
$15.00
$30.00
Amazon
$15.00
$30.00
Ulta
$30.00
Nordstrom
Urban Decay Naked 2 Basics Mini Eyeshadow Palette
Winner: Best eyeshadow palette
$35.00
Amazon
$35.00
Sephora
$32.95
$27.95
Walmart
Haus Labs Bio-Radiant Glassy Highlighter Balm
Get 30% off with code TODAY through 12/15.
$32.79
$34.90
Amazon
$30.00
Sephora
$30.00
Haus Labs
Becca Shimmering Skin Perfector Pressed Highlighter
Winner: Best powder highlighter
$42.00
Amazon
$42.00
Smashbox
$42.00
Ulta
Charlotte Tilbury Airbrush Matte Bronzer
Winner: Best splurge bronzer
$49.30
$58.00
Amazon
$58.00
Sephora
$58.00
Ulta
Rare Beauty Warm Wishes Effortless Cream Bronzer Stick
Winner: Best stick bronzer
$28.00
Sephora
$28.00
Rare Beauty
MCoBeauty Instant Contour Beauty Wand
Winner: Best contour for beginners
$8.99
$14.99
Amazon
$14.99
MCoBeauty
Westman Atelier Face Trace Contour Stick
Winner: Best overall contour
$26.00
$48.00
Sephora
$26.00
Westman Atelier
E.l.f. Cosmetics Brow Laminating Gel
Winner: Best value brow gel
$9.00
Amazon
$9.00
Ulta
$9.00
e.l.f. Cosmetics
Benefit Cosmetics 24-HR Brow Setter Clear Brow Gel
Winner: Best overall brow gel
$28.00
Sephora
$28.00
Ulta
$28.00
Benefit Cosmetics
Ulta Beauty Collection Precision Foundation Brush #106
Winner: Best value foundation brush
$10.80
$18.00
Ulta
Morphe Along for the Glide 6-Piece Travel Brush Set
Winner: Best powder brushes for travel
$28.00
Ulta
$28.00
Morphe
More of the best from Shop TODAY's 2025 Beauty Awards
