Shop TODAY Ageless Beauty Awards are finally here, bringing you the most noteworthy beauty products you can find right at your local drugstore. Whether you shop at CVS, Walgreens or your neighborhood pharmacy, our editors put these formulas and ingredients to the test to find the ones that are truly worth adding to your routine.
From smoothing skin tints to soothing foot masks, there’s a drugstore beauty find for nearly every concern, and you don’t need a prescription or a triple-digit price tag to have the best skin. Our editors’ testing proved that some of the best products for maintaining healthy, radiant-looking skin can cost far less than you might expect. After weeks of slathering on creams, washing and styling our hair, and testing beauty tools, our editors narrowed down the products that earned their stamp of approval.
Best foot mask$undefined$9.50
Drugstore award-winners for mature skin and hair
Deputy managing editor Jess Bender has tried numerous foot masks and creams without luck, but this one did the job.
“I’ve found Dr. Scholl’s to be one of the best at bringing my feet back to baby-smooth softness,” she comments. “It penetrates deep within the dermis and its formulation features several of the heavy-hitting ingredients you’d expect from an effective foot care product like urea, shea butter, hyaluronic acid and several types of nourishing oils. Since it does take at least 30 minutes to work its magic, I recommend working this into your evening routine.”
Looking for smooth feet? This formula combines beeswax, shea butter and coconut oil to protect rough areas such as elbows, cracked heels and chafed skin.
“This worked so quickly on my super dry heels, I was shocked. My cracked skin looked so much smoother and felt deeply hydrated directly after I put this on, and felt moisturized for longer than expected,” says Jody Ricevuto, mother of senior editor Julie Ricevuto.
“I absolutely love this cooling eye roller from Grace & Stella. I’m a mom who never gets enough sleep, and applying this in the morning is such a lovely ritual that’s also super fast and easy,” says tester Dory Zayas.
It offers a cooling effect on puffy eyes, and the added caffeine and hyaluronic acid help keep eyes awake and hydrated.
“It doesn’t have a fragrance, and didn’t sting or burn my sensitive skin. I love this product for a nice pick-me-up in the morning,” she adds.
Your shortcut to editor approved picks
Add more hydration into your shower routine with this award-winning body wash.
“It smells amazing without being too sweet or fake-smelling, and the lather is utter perfection. It gives just the right amount of milky hydration thanks to sugarcane extract and jojoba oil. Willow bark extract exfoliates skin gently without any harsh or abrasive particles. I love the size of the bottle, and the formula left me feeling soft and smooth after my shower,” mentions Zayas.
If you’re looking for something that looks like foundation without the full-coverage feel, this tinted moisturizer delivers lightweight coverage with a naturally dewy finish. Its hyaluronic acid helps hydrate the skin, while the water-gel formula adds an extra boost of glow without feeling heavy.
Associate editor Erica Marrison tried this mascara and says it was love at first application.
“It defines and lengthens my lashes, making my eyes look more open. Plus, even though I have oily eyelids (which often means my mascara smudges on my eyelids and under eyes), this one doesn’t — a savior in the summer heat! When it’s time to remove it, you don’t need a micellar water or other makeup remover. Just use warm to hot water and it will come right off on your cloth or hand,” she notes.
This dermatologist-approved hair shampoo is packed with vegan ingredients to add volume and shine to your dry hair.
“This is an option for fine, fragile hair when the goal is a fuller-looking result and less breakage,” mentions double board-certified dermatologist Dr. Elizabeth Bahar Houshmand. “I would describe its benefits in terms of hair appearance and manageability.”
If your hair is aging, it’s time to add a formula with more hydration and protection. This award-winning conditioner from L’Oreal is infused with rosemary and arginine to help protect your hair color while nourishing it. Use it along the award-winning shampoo from the same line to leverage your hair care routine.
This face cream’s intention is to deliver full hydration at night with its combination of peptide complex, niacinamide and hyaluronic acid.
Dr. Robert Anolik, fellow of the American Academy of Dermatology, previously told Shop TODAY the added ceramides help in improving the natural skin barrier while the peptides help stimulate collagen production. “It’s also rich with hyaluronic acid that may attract and retain moisture in the skin,” he mentioned.
Bender is a low-maintenance person who gravitates toward multipurpose products and this one delivers.
“I was introduced to No7’s new Prime Forever line several months ago, and this versatile sunscreen/primer is the product I keep coming back to out of the entire slate. Aside from offering SPF 50 protection, it’s pretty much the perfect base for my makeup with how quickly it dries down without leaving an oily finish,” she says.
“This formula brings together a wonderful combination of retinol, niacinamide and antioxidants to address several contributors to the appearance of tired-looking eyes,” says Houshmand, emphasizing that it helps to improve fine lines over time and reduce dark circles.
Tester Caroline Holmberg adds, “The cream is hydrating and absorbs easily. The application is great — I loved that the metal applicator had a cooling effect, and felt gentle on my skin.”
Meet the 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.
- Elizabeth Bahar Houshmand, MD, is a double board-certified dermatologist and internist based in Dallas, Texas. She is a diplomate of the American Board of Dermatology.
- Robert Anolik, MD, is a board-certified cosmetic dermatologist and a fellow of the American Academy of Dermatology.
- Rosemarie Ingleton, MD, FAAD, is a board-certified dermatologist, the Medical Director of Ingleton Dermatology and a Fellow of the American Academy of Dermatology.
- Adam Friedman, MD, is a dermatologist, professor and Chair of Dermatology in the Department of Dermatology at The George Washington University School of Medicine & Health Sciences.
Frequently asked questions
According to board-certified dermatologist Dr. Rosemarie Ingleton, MD, retinoids and AHAs become essential as we mature.
"As we age, increasing the moisturizing ingredients becomes more important as skin becomes drier with time. The frequency of use of retinoids (support collagen production) and AHAs (promote skin's radiance) should increase as the skin ages to get the most benefit, but both ingredients should be slowly titrated up, and should not be used so often that skin peeling and irritation occur," she adds.
Houshmand also recommends being consistent with your routine and sticking with it. Other ingredients she recommends include:
- SPF: "It helps prevent additional UV damage that contributes to wrinkles, uneven pigmentation and loss of firmness."
- Retinol and retinal: "These vitamin A derivatives can improve fine lines, texture and uneven tone."
- Ceramides: "These help replenish the lipids in the skin barrier, reducing moisture loss and improving comfort."
- Hyaluronic acid and glycerin: "These humectants attract water, helping skin look temporarily plumper and making dehydration lines less noticeable."
- Niacinamide: "This versatile ingredient supports the skin barrier and can help improve uneven tone."
- Peptides: "They help improve the appearance of fine lines, but benefits depend on the specific peptide, its delivery and the finished formulation."
- Vitamin C: "One of my personal must-haves, a good vitamin C product provides antioxidant support and can help improve discoloration and signs of photodamage."
According to Ingleton, some people start noticing reduced density, a smaller ponytail, a widening part, graying and changes in texture or manageability.
"Gradual changes in the hair fiber differ from pattern hair loss or sudden shedding. A noticeable increase in shedding or scalp visibility deserves an evaluation rather than automatically being attributed to age," she adds.
Shop TODAY’s Ageless Beauty Awards recognize the beauty products that stand out for addressing the evolving concerns many consumers experience over time. The awards highlight standout products across skin care, makeup, hair care, body care and beauty tools that deliver real results while fitting seamlessly into everyday routines.
Our goal is to help readers discover products that effectively address common concerns such as dryness, loss of firmness, fine lines, discoloration, thinning hair, volume loss and changing beauty needs, while offering strong performance, value and user satisfaction.
The Shop TODAY editorial team sifted through hundreds of beauty products throughout the year, including new launches, editor and expert recommendations, viral finds and TODAY bestsellers. From this larger pool, our team selected 115 products designed to address beauty concerns commonly associated with aging skin, hair and body care needs.
Products are sourced through brand submissions, editor recommendations, expert suggestions and market research. Selections represent a range of price points and categories, with a focus on innovation, efficacy and accessibility for a wide variety of consumers.
A team of 40 Shop TODAY editorial writers, editors and trusted testers evaluated products over a four-month period as part of their everyday beauty routines. Rather than relying on a single impression, testers use products in real-world conditions to assess how they perform over time and whether they deliver meaningful, lasting results.
Each product is evaluated using a standardized testing framework that considers effectiveness, overall satisfaction, ease of use, product quality, value and performance compared with similar products in its category. Testers also assess how well products address common beauty concerns that may evolve over time, including dryness, uneven texture, loss of firmness, fine lines, discoloration, thinning hair, volume loss and overall appearance.
Beyond numerical ratings, testers provide detailed written feedback about visible results, consistency of performance, comfort, ease of incorporating the product into a routine and whether they would continue using, repurchase or recommend it. This combination of quantitative scoring and real-world experiences helps us identify products that truly stand out for people navigating changing beauty needs.
Our editorial team reviewed quantitative tester scores alongside qualitative feedback to identify products that consistently delivered outstanding results.
While strong test performance was essential, editors also considered factors such as innovation, ingredient quality, value, ease of use, consistency of results and how products compared with others in their category. Particular consideration was given to products that effectively addressed concerns often associated with evolving skin, hair and beauty needs.
Select winners were also reviewed by beauty experts to validate ingredient choices, product positioning and overall effectiveness.
The final slate of winners represents products our testers would continue using, purchase again and confidently recommend to others.
The Shop TODAY editors and writers interview expert sources, test newly launched products and research emerging trends to find standout products worth recommending. Through a consistent, rigorous testing process, every product is evaluated using the same methodology to ensure fair and thorough consideration.
When a product earns a Shop TODAY Ageless Beauty Award badge, it signifies that it stood out among its peers for performance, quality and overall user experience. These are products our editors and testers genuinely believe are worth considering for readers navigating changing beauty needs and concerns.
Has your product been featured?
The Shop TODAY editors and writers interview expert sources, try newly launched products and search the internet to find the best products out there. Based on personal experiences and expert recommendations, we aim to make shopping easier for our readers. With our rigorous methodology created to ensure every product is reviewed the same way, we stand by everything we recommend across our broadcast, digital and social platforms.
Revision Skincare YouthFull Lip Replenisher
Revision Skincare YouthFull Lip Replenisher