Whether you opt for a full glam or natural beat for your everyday look, we’ve all faced the challenge of shopping for the right makeup products. However, it doesn’t always have to be complicated. The best makeup products start with identifying your skin type, concerns and the products you’ll actually use on the regular.
“I always tell people that makeup should work with your skin, not against it,” suggests celebrity makeup artist Sarah Tanno. “The best products are the ones that enhance what you already have rather than trying to completely transform it.”
For our fourth annual Beauty Awards, the Shop TODAY team spent weeks hunting for the best makeup products that achieve just that. We tested hundreds of products across various age groups, skin types and skin concerns to determine the best makeup products for everyone. Our team also reached out to makeup artists and beauty experts to verify the list of winners and share their best application tips.
From skin-enhancing skin tints to volume-boosting mascaras, read on to discover all of the makeup products that earned our stamp of approval for our 2026 Beauty Awards.
Best Volumizing Mascara$undefined$30.00
Best foundations and skin tints
If travel is on your agenda this year, consider bringing along the Jones Road Your Skin Foundation Stick. Our testers praised its travel-friendly packaging, calling it “tiny but mighty” for its thoughtful design. For instance, the cap is magnetic, the bottle is just a few inches high and the product is able to be twisted up or down.
This foundation claims to be acne- and sensitive skin-safe, containing soothing ingredients like azelaic acid, centella asiatica, aloe vera and niacinamide that equally prioritize hydration, preventing irritation and calming blemishes.
“I have acne-prone skin, and a lot of makeup can sometimes cause breakouts,” reveals commerce writer Danielle Murphy. “With foundation being one of the only products in my routine that touches all parts of my face, choosing the wrong one could result in weeks of trying to calm down sudden pimples. This didn’t cause a single reaction throughout the testing period.”
For a “your skin, but better” finish, opt for the Makeup By Mario SurrealSkin Natural Finish Foundation. Its lightweight, buildable formula provides a second-skin affect that feels weightless, hydrating and non-drying, even for both oily and dry skin types, per the brand.
Tinted moisturizers are a skin-forward alternative to foundations, combining breathable and sheer color correction with a moisturized base. This option from Armani Beauty stood out to our team for many reasons, with its lightweight coverage taking the cake. Our testers say this helps with the product’s longevity and preventing it from settling into fine lines.
“As someone who rarely wears foundation, I’m in love with the results I saw,” boasts reviewer Claudia Fernandez. “It delivers on everything it mentions ... Despite being a matte foundation, it doesn’t completely remove your initial sheen or glow. A first layer is great for evening out your complexion.” She continues, “I saw the best results when using a beauty blender, but even my fingers did the trick.”
Best concealers
E.l.f. Cosmetics’ Soft Glam Satin Concealer is proof that you don’t always need to splurge to get a high-performing product. From its decent shade range to high coverage finish, the concealer packs a ton of benefits for just $5.
Associate market editor Audrey Ekman swears that she’ll be using this concealer from Patrick Ta to the very end. “It’s got a thick, creamy texture that is super easy to apply and blend out with just my fingers, and doesn’t feel heavy on,” she praises. “Even after a full day at the office plus an evening out and about in 90-degree heat, it didn’t look cake-y by the end of the day.”
Another tester, Lily Vasquez, also adds that finding a shade was an easy match, and recommends setting with powder for best results. “When set properly, I didn’t have any creasing which can often happen with other concealers,” she shares. “This product has made it to my everyday makeup routine!”
Best eyeshadows
Receive two types of product with Fwee’s dual-ended eyeshadow stick. On one end, the eyeshadow stick includes a slim liner tip for precise application. The opposite side of the product is a rounded-tip eyeshadow, offering an opportunity to add a wash of color or depth to the eyelids.
If you haven’t heard yet: Marc Jacobs Beauty has officially returned to the market after disappearing for five years. The relaunch came with new products and new packaging inspired by the brand’s whimsical style.
A favorite of the collection is the Born Star Cream-to-Powder Long-Wear Eyeshadow, which impressed special projects associate Jordan Murray for its high color payoff. “The formula is super easy to blend and mix with other shades,” she sung. “I tested it out with a brush and my fingers, [and] it blended amazingly with both.”
This eyeshadow stick requires little effort to complete your eye look. According to the brand, just one swipe is all you need to reveal high-pigmented color. And the best part: It doesn’t require much blending — just your fingertips is all you need!
“The way Patrick Ta Beauty eyeshadows in general blend are unlike any others (and as a pro makeup artist of almost 15 years, I’ve tried them all),” says makeup artist Caitlyn Dominic. “The shade range works for every skin tone, and the formula truly blends like a dream — even beginners can create a soft, easy, luxe looking eye.”
Best bronzers and contour
When it comes to the best Rhode products, the Pocket Bronze quickly become a top contender for multiple Shop TODAY editors. Thus, naming a winner for this category was a no-brainer for our team.
The long-wearing cream bronzer comes in eight diverse shades, ranging in a fair skin-friendly tone to a true rich bronzer for deeper skin. While that alone impressed us the most, our team also obsessed over the blend-ability of the formula. Regardless of how much you apply, the products blends just as smooth as it does to apply.
Ready to sculpt? Not that kind of sculpt — a contour sculpt! Haus Labs’ Precision Sculpt Shaping Balm earned the award as the “best contour stick” because precision, glide and wear. Our testers claim that once it sets, the product, despite being a cream formula, does not budge. So no powders required!
Earning a perfect score from our testing, a little goes a long way when applying these bronzing drops from Summer Fridays. “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 a glow,” raves editor Shannon Garlin. “My face immediately looked glowy and sun-kissed. I’ve continued using this in my daily makeup routine!”
Best setting powders and sprays
Urban Decay’s All Nighter Setting Spray is a fan favorite for good reason. Besides gripping makeup for up to 24 hours, the setting spray also helps blend powders and creams for a seamless base. Expect a natural finish that is resistant to water, transfer and sweat, according to the brand.
Prone to oiliness? This blurring setting spray uses niacinamide, upsalite and hyaluronic acid to keep skin matte, control oil and maintain skin hydration.
“It has a more wet effect after applying, but give it a beat and it dries down very quickly,” suggests tester Bianca Clendenin. “In 90 degree weather, my makeup was not moving or melting off after a whole day.”
Before you head out for the day, don’t forget to set. This iconic formula has been a reliable favorite since launch, from its comfortable wear to ultra-blurring power even against pores and fine lines.
“Everything about this product impressed me,” boasts deputy managing editor Francesca Cocchi Zabloudil. “As the brand promises, the powder is comfortable and lightweight. It didn’t feel like I was adding on a heavy makeup product, which I appreciated, especially on several 90+ degree days during the testing period.”
Best lip products
At just $8, the Maybelline Serum Lipstick was quick to impress us. Besides the price tag, its plumping moisture was one key highlight from our tester. Unlike standard lipstick, this one didn’t leave her with a dry, “chalky” feel and finish.
Before applying any lip product, Tanno starts with a lip prep for best results. “Great lip makeup always starts with healthy lips, and this balm delivers lasting hydration without feeling heavy or overly glossy,” she suggests. “It creates the kind of smooth, conditioned canvas that helps every lip product wear and look more beautiful.”
Powered by 90% lanolin, this whipped lip balm dispenses an ultra-smooth glossy sheen that helps boost lip softness for hours. Choose from four buildable colors that grow in intensity (and plumpness) as you layer on.
Earning a perfect score from our testers, the Being Frenshe Lip Mask is a two step-ritual packed in tiny container. The lip mask encourages a moment of self care, starting from its mood-boosting scent and following with application. It’s nourishing, calming and soothing all-in-one.
This lip liner is so pigmented, you can easily wear it with or without lipstick. “The formula blend so well, and the best part is that you do not need a sharpener,” raves writer Jannely Espinal. “The packaging is slim, weightless and non-messy — basically, you don’t have to worry about the tip to break...If you lack precision when applying a lip liner, this is it!”
“This is one of my ‘stranded on a deserted island’ products — I can’t go without it in my purse or pro makeup kit,” shares Dominic. “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.”
The nourishing lip oil above contains eight “super oils” that target common aging concerns on the lips. To name a few, vitamin E oil, coconut oil and rice brand oil are just three of the eight oils you can find in the formula, which address everything from dryness to collagen production.
Wanting lasting color? Lip tints are the easiest way to maintain color all day long. This lip stain from Violette_Fr glides on smooth and leaves a high-shine gloss that isn’t sticky or drying.
“Most lip stains I’ve tested over the years don’t have the lasting power they think they do, but this one absolutely does,” claims deputy managing editor Jess Bender. “I typically do my makeup in the mornings around 7:15 a.m., and the stain generally lasts until I get home around 5:00 p.m. after a day of talking, eating and sipping all of the desk beverages with just a touch of fading.”
“I love that it approaches lip plumping through skin care, giving lips a naturally fuller, healthier appearance instead of relying on an intense tingling sensation,” says Tanno. “It leaves lips looking soft, hydrated and subtly enhanced, which is always my preferred approach to beauty.” According to the brand, users can expect plumper results in just minutes.
Approved by Shop TODAY editors, their moms and besties alike, we aren’t kidding when we say this YSL lipstick is “worth the splurge.” It doesn’t enhance lip lines, glides on smooth and feels highly moisturizing on.
Best eyeliners
In just a click, the eyeliner delivers one-swipe of epic color for up to 24 hours. Like a pencil, the slanted tip allows for precise application for thick to thin wings or to just freestyle.
However, the gel-based formula gives it a fluid-like finish for high color contrast. But don’t fret: Our testers say it dries down quickly, so you won’t have to worry about it smudging or transferring.
“The Sarah Creal Eyes Up 24H Creamy Kajal Longwear Eyeliner is perfection,” praises Shop TODAY contributor Dory Zayas. “It glides so easily and smoothly, and doesn’t tug on sensitive eyes. I love the range of colors in both matte and shimmer options, and the eyeliner itself comes with a little brush on the other end to smudge or create a cat eye.”
Zayas adds that the hydrating and soft formula makes it ideal for mature skin, and lasts from day to evening.
Best mascaras
Traditional mascaras coat the lashes, but tubing mascaras wrap each individual lash for gentle removal and application. By just using water, tubing mascaras can slip off the lashes with ease for seamless cleansing.
Our favorite tubing mascara formulas is the tubing version of the bestselling Maybelline Lash Sensational Mascara. We found that it left zero flaking and smudging after long wear, and was incredibly smooth to remove.
If volume is what you prioritize in a mascara, Clinique’s High Impact High-Fi Full Volume Mascara has a precise tip and wavy comb to coat every lash. This, in turn, amplifies the appearance of your lashes, giving the illusion of intense volume as you layer.
According to the brand, you can expect up to 70% longer lashes with just the mascara alone. Regardless of how much you build on, our team found that it kept lashes soft, not crunchy and void of any clumps. Lashes appear separated, lifted and sculpted with each stroke.
“I have really short, puny eyelashes, so I’m always on the hunt for a mascara that actually makes a difference,” notes TODAY lifestyle reporter Rachel Paula Abrahamson. “This grabbed even my tiny lashes and made them look longer, lifted and much more noticeable without clumping them together. That is key.”
Best blushes and highlighters
Our testers gave this creamy blush a perfect score for its innovative formula at budget-friendly price point. Its texture appears soft and whipped to the touch, but when blended, the blush seamlessly melts into the skin and turns into a diffused powder.
This blush trio comes with three blushes in three different textures and finishes — a satin cream, luminous balm and velvet powder — to mix, match and layer. Each trio is intended to experiment with and create your own shades.
Expect serious pigment all-day long — really. According to the brand, their serum-infused blush leaves a soft-satin “stain” on the cheeks and lips that our testers say really lasts. The metal-tip applicator allows for cooling precision, and gives a luxury experience to the skin care-packed formula.
Inspired by the brand’s bestselling Glazing Milk, adding just a few drops of Rhode’s new Highlight Milk to bare skin leaves it with a natural, luminous glow. Choose from four shades — pearly pink, champagne, warm bronze and rich warm — based on your ideal finish.
“This gel product gives the most natural, lit-from-within glow without any glitter or grit,” Dominic claims. “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.”
Best brow products
Define, shape and fill brows in one go with ColourPop’s Brow Boss Waterproof Eyebrow Pencil. The ultra-fine tip creates hair-like strokes (although, this might take some practice) for perfectly arches brows.
This brow gel holds brows in place, leaves a wash of color and conditions each hair as you style. There’s no flaking, crunch or smudging, just stronger, sculpted brows.
Best primers
“At $7.99, this primer does exactly what I need it to do,” shares editor Kamari Stewart-Jackson, who gave the primer a perfect score. “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. It’s a small bottle, but a little goes a long way.”
Foundation, concealer and any makeup best has been no match against the intense summer heat. But just using a little of Fenty Beauty’s Grip Trip Hydrating Primer locks in makeup for up to 12 hours. The finish is smooth, hydrated skin that is resistant to sweat and humidity.
Best makeup brushes and sponges
For touch-ups on-the-go, this affordable travel brush set is compact enough to be stored away in your personal or carry-on bag. It comes with 14 miniature brushes, ranging from full-face to eyeshadow, and an LED lighted mirror.
This larger-than-life makeup sponge was highly rated by many testers, who praised its bouncy feel, round and flat edges and bigger size. Each claimed all of the above helped evenly blend makeup across the face, even in hard-to-reach corners like the under eyes and corners of the nose.
“The brush feels high quality and holds up well compared to some of my favorite tools,” reveals reviewer Makinsy Fitzgerald. “As always, Rare Beauty’s packaging is beautiful and thoughtfully done. I’ve been using it with the powder bronzer, and it helps apply product evenly without looking patchy.”
She continues, “The shape makes it easy to build warmth naturally, and it blends really smoothly into the skin. The bristles are soft and pick up just the right amount of powder, giving a soft, seamless finish for everyday use.”
From blending foundation to blush, this dual-ended makeup brush uses ultra-plush synthetic fibers to softly sweep product across the face. One side of the brush is large and dense, and the other is just a bit lighter and smaller in size.
“I love that there are two sides to the brush: A bigger one to smooth out bigger surface areas, and a smaller one to get in all the nooks and crannies,” says tester Emily Alek. “The big side did an especially great job of making sure all the products blended together seamlessly.”
The award-winning makeup brush set comes with 17 pro-quality brushes, including complexion and eyeshadow brushes, to use in every step of your routine. Plus, it comes in a synthetic leather travel bag to easily roll up and go.
Best makeup removers
Ever wished fixing a makeup mistake was as easy as a simple swipe? MakeUp Eraser’s new TouchUp Pen cleans up mascara smudges, eyeliner slips, lipstick mistakes and more, so you can perfect your look without majorly disrupting the rest of your glam. Plus, you don’t have to reach for cotton swabs since the pen is reusable.
“This product is a game changer for the people who love to work with eyeshadow or layer their mascara,” says Murray. “With a light swipe you can remove any smudges and create clean lines. Pro tip: when using this around the edges of your eyes, you’ll want to be gentle, since being too harsh may swipe off your foundation or concealer.”
What sold us the most when trying the Dr.Althea Pure Grinding Cleansing Balm was its thoughtful packaging. Most cleansing balms require you to dip your fingers into the formula, but this one doesn’t. Just twist the container clockwise to dispense the product without making during hand contact.
Instead of tugging at your eyelids to remove that pesky mascara, this “mascara melter” wand requires absolutely no rubbing. Each swipe helps loosen formulas for fast, gentle and easy removal.
“The wand really gets in between every lash, and it genuinely feels like it ‘melts’ the formula off,” Ekman sings. “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.”
Frequently asked questions
What might work for someone, might not always work for you. When choosing the right makeup product, the same rules apply. Often times, how well a makeup product settles on your skin relies on a few factors:
Skin type: Formula is everything when opting for base products for your skin type. The finish is an indicator of how well it will suit your complexion. For instance, “If your skin is dry, look for hydrating, luminous formulas that melt into the complexion,” notes Tanno. “If you’re oily, reach for lightweight, long wearing formulas that help control shine without looking flat. Combination skin often benefits from balancing both, adding hydration where it’s needed and setting only the areas that tend to get oily.”
Skin tone: Selecting a base shade for your skin tone is all about the undertone. “It’s less about making everything warmer or cooler, and more about respecting the natural undertones that make your complexion unique,” Tanno recommends. “When your foundation disappears into the skin instead of sitting on top of it, everything else, from blush to bronzer to lipstick, feels more effortless and harmonious.”
Skill level: No matter your skill level, the makeup artist recommends all levels to keep their routine simple. “A beautifully blended complexion, soft dimension and a touch of color will always have more impact than using ten products you’re unsure how to apply,” Tanno shares. “Makeup should feel intuitive and expressive, not intimidating.”
“Long-lasting makeup begins long before the first product touches the skin,” reveals Tanno. “I think of skincare as the canvas and makeup as the artistry layered on top of it. When the skin is properly hydrated and balanced, makeup naturally wears more beautifully throughout the day. The key is applying thin, intentional layers rather than one heavy application.”
Dominic chimes that if you like to use a primer, “use one that’s suited to your skin type, such as a mattifying primer for oily skin, and apply strategically instead of all over — just the areas that get oily or move the most, like the T-zone.” And as a final step: Tanno recommends “setting strategically rather than powdering the entire face” and to “keep luminosity where you want life and only lock down the areas that truly need it.”
For beginners, both of our experts praised that less is more. To start: Begin with light bases (skin tints, lightweight foundation, concealer) and cream-based products (bronzer and blush), and take your time with blending.
Following your base, you can opt for a setting powder. “Then, do a bit of something for your eyes,” suggests Dominic. “For example, use a brow gel to hold your brows in place, curl your lashes and apply mascara. Don’t fuss too much over eyeshadow or eyeliner if you don’t need to.” And for the lips, the MUA recommends using a hydrating product, such as a tinted lip serum or lip balm.
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 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.
- Caitlyn Dominic is a Charlotte, North Carolina-based makeup artist.
- Sarah Tanno is a celebrity makeup artist and the the Global Artistry Director for Haus Labs.
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