The beauty industry never stops innovating, with new skin care, makeup and beauty tools launching every day. To separate the standouts from the hype, Shop TODAY editors and testers spent weeks evaluating more than 400 products to identify the very best beauty launches of 2026 for our fourth annual Beauty Awards.
As dedicated beauty enthusiasts, we tested everything from under-the-radar brands to beloved favorites with newly updated formulas, assessing the latest innovations across skin care, makeup and beyond. Along the way, we discovered products that sculpt and define facial features, soften the look of fine lines, prevent chafing, lock makeup in place for hours and feature waterproof formulas that push the boundaries of performance.
Below, you’ll find our favorite innovations, multitasking skin care and editor-approved treatments that earned a spot on this year’s list. These are the products that stood out from the rest and made the final cut.
Best new skin care launches
For those looking to reduce dark spots, this award-winning serum will gently improve your skin concerns. The combination of mandelic acid and squalane is gentle enough to improve skin’s texture and post-acne marks. Take note from senior entertainment editor Elena Nicolau, who says this product is the “real deal”.
“This cleared up my persistent acne; I am so freaking floored,” she said. “I was using stuff from a dermatologist, and it wasn’t going anywhere. Then I started using this and bam! My congestion on the side of my face cleared up.”
Commerce insights manager Donna Pilikyan says she had a positive experience with this moisturizer. The lightweight texture was ideal for her “very dry skin” before applying foundation.
“It hydrated my skin without feeling heavy, and my foundation applied smoothly on top of it. I also noticed that my makeup looked great throughout the day and didn’t settle into creases or dry patches,” she adds.
This jar can definitely do some magic on people’s skin, especially when you slather it each morning. Editor Vivien Moon’s mom, Julia Moon, tried this creamy moisturizer and says, “The texture is lovely and absorbs well into the skin because it’s soft and lightweight, ideal for the warm and dry weather of Las Vegas.”
“After just one week of applying it twice a day, my skin feels intensely moisturized and noticeably plumped, visibly softening some of my fine lines,” says another editor’s mom, Christina Murphy.
Dermaflash Cool Sonic Depuffing Tool
For those looking to incorporate a skin tool into their routine, this compact tool will give you an at-home massage without the high-end service fee. “The way this massages out all the stress out of my face after a long day or snatches me up before heading out the door for work is a kind of pleasing I haven’t felt before,” says deputy managing editor Jess Bender.
“Unlike other facial massagers that tend to be bigger and clunkier in size, it’s nice that this option is small enough to tackle the eye area with relative ease,” she adds.
Best new body care launches
This new wax product will make hair removal a speedy process. Associate social media editor Daniella Musacchio says she gave this product a fair chance to avoid pricey salon fees.
“After carefully reading the instructions, I mustered the courage to apply a wax strip to my armpit. The first attempt left my skin feeling and looking irritated, but once I got the hang of it, it was actually quite easy to use. I liked how I could use the same strip to go over small areas that I missed. The irritation completely subsided after a day, and the next time I used the strips, it was way less irritating because I knew the process,” she says.
Chafing is “no bueno” when you are running or walking — especially in the summer. This new launch received major praise for its soothing sensation. Bender says she uses the gel in humid environments to avoid her skin getting irritated.
“Megababe’s one of those brands that have saved my skin (literally) over the years, and their new anti-chafing gel continues the trend of being lifesavers for those with a bit more jiggle. They really make the user experience as easy as it comes with the touch-free applicator that you can just roll onto your desired area without getting any product on your hands. It also dries down extremely quickly,” she shares.
Tester Bianca Clendenin says she loved using this body butter because the “texture was quite smooth,” making it ideal for summer months. Also, if you have dry skin, the combination of shea butter and ceramides will fully hydrate skin.
“It’s such a lush and thick body cream that just feels so good and smells so yummy on my skin. I really enjoyed how this melted into my skin after a shower,” adds former commerce insights associate Liz Iskander.
Best new makeup launches
This new lip balm launch will leave your pout smooth and glowy. Partnerships editor Kara Quill has been using the brand for a while, so testing this new iteration was a no-brainer.
“It feels so creamy and hydrating on and comes with an easy-to-use applicator, so I avoid getting a tint on the skin around my mouth. The color is also a true tint — it’s noticeable but not too dark or overpowering. It leaves a great dewey look with a hint of color,” she says.
Lengthen your lashes and add nourishment with this award-winning mascara. The mix of shea butter and castor oil is infused in the formula to protect your lashes while giving them oomph. Associate editor Lauren Witonsky tried this formula and she thinks this “may have delivered a slightly fuller look.”
“It has a great applicator with a slender tip, but a thicker end that allows for precision when it comes to general application, getting into your inner corner and coating your bottom lashes without smudging your lower lash line,” adds special projects associate Jordan Murray.
Murray also tested this sponge and says “it feels really gentle on the skin, but is firm enough to be able to tap on your face and get the product melted into the skin.” It’s softer than most makeup brushes, and the waterdrop shape can help with intricate blending.
“The flat edge makes blending under your eyes and getting into the inner corner a breeze,” she adds.
Associate market editor Audrey Ekman tried this mascara makeup remover and says it “works really well on a heavy coat of waterproof mascara” and is also suitable for sensitive eyes — in case you wear contact lenses, this is also for you.
“The wand really gets in between every lash, and it genuinely feels like it “melts” the formula off… 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,” she explains.
Associate editor Erica Marrison says she has tried plenty of skin milks and highlighters, but “never one that does both.”
“After testing it, I love this product! Its runny consistency is unusual for highlighters, but I actually think that that’s what makes it so effective — you can apply it to your whole face or even parts of your body, or you can just dab a tiny bit on your cheekbones, brow bone and other areas the sun hits,” she says.
Murray confirms this glowy effect as well, saying that this product provided a “dewy” and “bronze-y” look to her skin.
For days when you need extra hold from rain and humidity, this waterproof mascara will do the trick. Senior editor Liz Calvario says this mascara “did not smudge and lasted all night, even after a workout. I appreciated that it stayed on and didn’t become flaky.”
Another tester, Nicole Kelleher, says this is the one you use for outdoor activities, sports and anywhere you’ll get your lashes wet. “The formula applies easily and builds beautifully without clumping. Most importantly, it stays put all day,” she adds.
Photo editor Kara Birnbaum says this hydrating primer is one of her favorite products from this round of testing. “I’ve tried grippy primers before that felt sticky and heavy on my skin, but this one is perfect head to toe. It comes out in small amounts, and a little goes a long way,” she says.
As for tester Vanessa Gavidia, the primer helped with makeup longevity. “After using it in extreme heat, concerts and even travel days, my makeup didn’t budge and looked as good as it did when I first applied it. I even got compliments at night about how my makeup looked despite having done it earlier in the morning,” she adds.
Writer Dory Zayas says this is the perfect foundation stick for traveling. “I’m obsessed with the magnetic cap. It’s mess-free, and small but mighty. You can apply the stick directly and use your fingers in a pinch, but I used a brush to even it out a bit better. It feels super lightweight and hydrating with skin-loving ingredients like ceramides, squalane and sodium hyaluronate.”
Gavidia also tried this product and confirms that the compact packaging makes it easy for travel. “The color match is impeccable; it applies smoothly and blends like butter while lasting all day,” she adds.
Whether your lip blushing procedure is fading or you need a color enhancement, this lip blusher will elevate all lip tones. “It goes on silky, smooth and leaves your lips feeling moisturized with a subtle tint. It only comes in neutral colors, so it’s really good for everyday wear,” shares nutrition editor Natalie Rizzo.
Another Shop TODAY editor’s mom, Chrissy Siragusa, says it is the perfect “buildable” lipstick because it “glides on smoothly and doesn’t feel drying throughout the day. It’s become one of my favorite everyday lipsticks because it gives just the right amount of color while still looking natural and polished.”
Frequently asked questions
According to board-certified dermatologist Dr. Jenna Queller, look for ingredients containing ceramides, hyaluronic acid, glycerin and squalane for hydration and barrier support because they help attract moisture.
"For rough texture or keratosis pilaris, ingredients like urea or lactic acid gently exfoliate while improving smoothness. If the goal is brightening or improving uneven skin tone, ascorbic acid or vitamin C is a great option," adds Queller.
Board-certified dermatologist Dr. Sapna Paleo says there is a general order to consider when it comes to skin care. “First, start with a cleanser, and then apply from the thinnest to the thickest formula. That generally means you first apply a body serum (try to apply within a few minutes after showering for the most benefit), then a lotion, then a cream.”
“Moderate wrinkling, uneven texture and tone are best treated with professional tools and cosmetic procedures at the dermatologist’s office compared to topical skincare products. Topical skincare is often paired with a cosmetic procedures for best results,” shares Palep.
According to celebrity makeup artists Sarah Tanno, you want to choose makeup with your skin type in mind.
"The best products are the ones that enhance what you already have rather than trying to completely transform it. For skin type, start with the finish. If your skin is dry, look for hydrating, luminous formulas that melt into the complexion. If you’re oily, reach for lightweight, long-wearing formulas that help control shine without looking flat," she says.
As for combination skin, Tanno suggests "adding hydration where it’s needed and setting only the areas that tend to get oily."
When it comes to choosing the right shade for you Tanno recommends "respecting the natural undertones that make your complexion unique" and not to worry about making your skin tone darker or cooler. "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," she adds.
According to board-certified dermatologists Dr. Marisa Garshick, choose skin care products base on primary concerns. "For example, those with oily or acne-prone skin may prefer lightweight, non-comedogenic formulas, while dry skin benefits from richer creams containing ceramides and humectants. Those with sensitive skin should look for fragrance-free products with soothing ingredients like niacinamide. It’s also important to avoid introducing too many active ingredients at once, which can increase irritation," she explains.
Our selection process
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.
- Dr. Sapna Palep is a board-certified dermatologist and co-founder of Journelle Skin.
- Dr. Jenna Queller is a board-certified dermatologist and founder of DermWorks Dermatology and Aesthetics.
- Sarah Tanno is a makeup artist and the global artistry director of Haus Labs.
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