While we love a beauty splurge as much as the next person, many of our favorite products cost less than $20 at the drugstore.
During our testing for the 2026 Shop TODAY Beauty Awards, our editors tried hundreds of products and we found so many that we love that have a super affordable price tag.
To make it easier for you to shop our award-winning drugstore finds, we compiled them all in one place. So whether you’re looking for a new hydrating moisturizer or a volumizing mascara, we’ve got you covered. Make sure to check out of the rest of our winners here!
Shop TODAY Beauty Awards drugstore skin care winners
While Lindsey Bomnin, a senior producer for Commerce Studios, says that there’s nothing fancy about this lip balm, that’s part of what makes it so great. “It’s a simple lip balm with a very hydrating formula that lasts hours and visibly makes my lips look softer and healthier,” she shares. It features a toasted coconut scent that she calls “lovely” and says is reminiscent of summer beach days.
Celebrity makeup artist Sarah Tanno is also a fan of this balm. “Great lip makeup always starts with healthy lips, and this balm delivers lasting hydration without feeling heavy or overly glossy,” she shares. “It creates the kind of smooth, conditioned canvas that helps every lip product wear and look more beautiful.”
Social media video producer Anita Chomenko says she loves the “light” consistency of this serum. “It blended and absorbed easily and didn’t leave my skin feeling greasy. I loved adding it to my routine.”
Editor Kara Quill was already a fan of Lanolips, so she eagerly signed up to test the brand’s tinted balm. “It feels so creamy and hydrating on and comes with an easy-to-use applicator so I didn’t get color on the skin around my mouth,” she shares. “The color is also a true tint — it’s noticeable but not too dark or overpowering. It leaves a great dewy look with a hint of color.”
Biore’s classic pimple patches got even better with this unique liquid formula. TODAY social editor Bianca Clendenin has tried a handful of other kinds of pimple patches but likes how these aren’t very noticeable. “It starts off as a gel-like substance and molds into a patch you keep on for a couple of hours.” She adds, “I liked using it on days where I’m not wearing makeup but want to still run errands, etc. Because it’s not a traditional patch, you simply wash it off, leaving less waste for the planet.”
For those with dry skin, this affordable moisturizer packs a powerful punch. Multiple testers shared that the formula did the trick when it came to tackling dry skin and areas of flakiness. “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,” one person said. Testers also noted that they appreciated the push-top design.
TODAY.com senior editor Elena Nicolaou was so impressed by this serum’s results that she called it “witchcraft.” She shares, “When I put this on, it was like I was getting a new layer of skin. I looked forward to my seconds with my Pixi every day.” She adds, “I truly felt like this delivered on all the fronts I need: Moisturizing, vitamin C and brightening ... Unlike other vitamin C serums, it is really hydrating.”
While Nicolaou was already a fan of plumping lip products, she says that this one made her realize she may have been using the wrong formulas all along. “This really worked but did not have the sting [that others have]. I was shocked.” Another big difference, she shares, is that this product feels like it’s hydrating her lips as it plumps. “The other products make me feel like I’m damaging my lips. This doesn’t.”
Shop TODAY Beauty Awards drugstore body care winners
“I’m pretty particular about body lotion because I have sensitive skin and am sensitive to fragrance,” says associate editor Erica Marrison. “My go-to formulas usually cost $30 or more, but this one performs just as well — and it’s under $10 and easy to pick up at the drugstore! I’ll be repurchasing again and again. I also love that it mixes seamlessly with my tanning drops without affecting the texture. It absorbs quickly, never feels greasy and leaves my skin feeling hydrated. I enjoy the cocoa scent, but if you prefer something fragrance-free, there’s an unscented version as well, which I’ll try next time.”
The summer heat requires an extra-strong deodorant, and this one was our favorite clinical-strength formula. “It kept my underarms feeling dry and fresh throughout the day and did a great job preventing odor, even on really hot days when I was outside and active,” says commerce operations manager Donna Pilikyan.
“If you’re already a fan of Aquaphor like me, you’re going to love this balm,” says social media producer Dani Musacchio. Its uses are endless. Pop it in your purse and use it on dry elbows, chapped lips, under eyes, you name it. I got a tattoo and applied a thin layer of this balm on it twice a day to help it heal beautifully.”
As a runner, this multi-purpose product has become one of my personal go-tos for preventing chafing. I just rub it on any problem areas before I head out the door, and it helps to keep irritation at bay. The stick formula also means that you can keep your hands clean when applying it.
Board-certified dermatologist Dr. Marisa Garshick calls this a “mess-free multitasker” and shares that it “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.”
While one tester who tried this moisturizing body oil shares that they were already a fan of the brand’s mist, they appreciate that this scented version features an aroma that is “nice but not too overpowering.” As for its moisturizing abilities, they share that it made their skin “soft” and gave it “a nice shine.”
Dove is a classic name in body care, and our testers loved how hydrating its oil body wash is. “I’m a Dove girly through and through,” says editor Kamari Stewart-Jackson. “I’ve been using it since I was a kid, so I was excited to try this recent launch. It’s definitely much gentler than their traditional soaps and it has a great scent to it that’s not overpowering at all. I love that it lathers, too.”
“The lotion immediately sinks into my skin, providing deep hydration with absolutely no greasy residue left behind,” one tester shares. It’s enriched with hemp seed oil, shea butter and sweet almond oil, which the brand says deliver antioxidants and fatty acids to your skin. The tester also notes that they liked the pump dispenser, which allows them to get “the perfect amount of lotion” every time.
Shop TODAY Beauty Awards drugstore makeup winners
This has become the concealer that Stewart-Jackson reaches for every day. She shares that the color match is “really good,” and she calls the coverage “just what I need.” She shares, “I struggle with dark under 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.”
One tester notes that this is a “great drugstore lipstick,” thanks to its creamy and pigmented formula that doesn’t look chalky when applied. It features an oil blend and hyaluronic acid, so the brand says that it provides up to eight hours of lip-plumping moisture.
This eyeliner is “easy to apply” and doesn’t smudge or fade, says Chomenko. “I applied the liner at 7:40 a.m. and removed it around 9 p.m. (at that point it was a little faded), but it lasted through a cardio workout and looked strong through the end of the workday. I’m impressed with the staying power!”
Freelance writer Colleen Sullivan has tried more than 500 mascaras in her 30-plus years as a beauty editor and still favors the Maybelline formula she discovered in high school, so she approached this new formula with a bit of skepticism — and she was pleasantly surprised by the results. “My lashes looked defined after the first coat, but the second coat is where this mascara really shines, delivering noticeably fuller lashes with impressive separation.” She adds, “After the week-long testing period, I found myself reaching for Colossal Bubble over my favorite pink-and-green wand.”
Not only does this 17-brush set come with everything you need to perfect any makeup look, but the roll case makes it easy to bring along when you’re traveling. Special projects associate Jordan Murray calls them “a solid set of brushes.” She adds, “They do a pretty good job of application and blending. I didn’t notice any patchiness or struggle to pick up the formulas and pigments.”
Shop TODAY Beauty Awards drugstore nail care winners
“I think these nails could also survive climbing the Empire State Building,” says editor Shannon Garlin. “They last so long and are very durable. 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.”
“When it comes to nail polish, I don’t love a heavy polish,” says Shop TODAY editor Vivien Moon’s mom, Julia Moon. “This one is quick-drying, long-lasting and SO easy to apply. For me, it lasted around five days, which is impressive considering how often I wash my hands or use them. The color is beautiful, and I love that it didn’t smudge right away.”
Frequently asked questions
"Sensitive and eczema-prone skin require simple, fragrance-free formulas that focus on repairing the skin barrier," shares board-certified dermatologist, Dr. Jenna Queller. "Ingredients like ceramides, colloidal oatmeal, petrolatum, shea butter, glycerin, and hyaluronic acid help restore moisture and protect against water loss. I recommend avoiding products with fragrance, essential oils, or harsh exfoliating acids in eczema prone patients."
Queller shares that when it comes to applying things like serums, lotions and more, "order and timing matters." She adds, "Start with a gentle cleanser that doesn’t strip the skin. After showering, pat the skin dry rather than rubbing, leaving it slightly damp. Apply lightweight products like body serums first, followed by lotions or creams to seal in hydration. Rich ointments or occlusive moisturizers should be the final step when extra barrier protection is needed. Applying moisturizer within a few minutes after bathing is one of the most effective ways to maximize hydration."
"It is important to maintain the skin barrier with rich moisturizers, ceramides, and gentle cleansers while continuing daily sunscreen and active ingredients like peptides that are well tolerated, recognizing that consistency is more important than an overly complicated routine," Garshick says.
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.
- Dr. Jenna Queller, M.D., is a board-certified dermatologist in Boca Raton, Florida. She is the founder of DermWorks.
- Sarah Tanno is a celebrity makeup artist who has worked with many notable names in the entertainment industry.
Has your product been featured?
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NuFace Fix Microwand
NuFace Fix Microwand