If we were to make a Shop TODAY "wrapped," it would go something like this: This year, our team tried a practically endless number of beauty products, ran hundreds of miles in sneakers, spent hours in the kitchen testing gadgets and cleaned just about every surface in our homes, all in the name of discovering the products in every category that are actually worth your money.
And in 2025, we found plenty of good ones (probably hundreds to be exact, but we narrowed it down to just 100 of our favorites for this list). From new releases to time-tested favorites, it's part of our job to keep you updated on the best of the best — the products that will improve your life in some way, and this year, we discovered so many finds that will do just that. Whether it's by cutting down the time you spend cleaning your shower or making it easier to reach those fitness goals you're setting for yourself in the new year, our top finds for the year actually made an impact on our lives, and will on yours, too.
From beauty tools to fashion essentials, these are 100 of the top products we tried and loved this year.
Best beauty products of 2025
When you’re desperate to touch up your roots but don’t have the time (or money...or energy...) to get to the salon, this affordable hack will get the job done. Plus, it’s said to be transfer- and rain-resistant.
"I’m able to do 90% of my makeup with this set alone,” commerce writer Danielle Murphy says about this five-piece makeup brush set. It comes with four brushes for blush, bronzer and more, as well as a blending sponge.
Associate editor Shannon Garlin says she’s saved hundreds of dollars at the nail salon by switching to this easy-to-use kit. “It looks like you walked straight from a salon,” she shared about Dashing Diva’s at-home kit.
One writer shared that she has tried a range of body moisturizers, and this is one of her top picks. "Since using this product, I’ve noticed the sun damage on my arms has faded slightly, and my skin’s texture is soft and supple," she said.
While this lip stain may look strange at first (it goes on blue), after wiping away the initial color, it leaves you with a “stunning shade” Garlin says.
“The finish of the lip stain is matte and so natural-looking that it looks like I was born with a naturally cherry-colored pout and not my usual ghostly pale lips. Plus, it lasts for a long time and doesn’t transfer! I applied it before work, and during that time, I drank water, coffee and ate lunch. The color held up for most of the day, not starting to fade until mid-afternoon. I also like that it didn’t leave marks on my mug or straw either.”
"Whether my skin is feeling dry, tired or irritated, the second I put these patches on, it feels like my skin just had the most refreshing drink of water! I always feel better after wearing these for even just 20 minutes. If you’re in a pinch, 10 minutes does the trick, too," social video producer Anita Chomenko shares about these popular eye patches.
Clinique Almost Lipstick in Black Honey
This lipstick is a bestseller with its flattering shade.
$25.00
Amazon
$25.00
Ulta
$25.00
Nordstrom
COSRX Snail Mucin Repairing Serum
This serum can help soothe dry skin and address aging.
$19.35
$25.00
Amazon
Elizabeth Arden Eight Hour Cream
This rich and moisturizing balm is made to protect and strengthen the moisture barrier.
$38.00
Amazon
$38.00
Ulta
$38.00
Macy's
Marc Anthony Anti-Frizz Shield Ultimate Blowout Spray
This spray is said to be gentle on all hair types to help protect hair.
$9.97
$11.99
Amazon
Kiehl's Ultra Facial Cleanser
This gentle exfoliator is said to be suitable for all skin types.
$13.00
$26.00
Amazon
essence Lash Princess Waterproof Mascara
Get a false lash effect at an affordable price with this mascara.
$4.97
Amazon
$4.99
Ulta
Best cleaning products of 2025
Social media editorial assistant Annie Shigo tried six different stain removers and this was one of her top picks overall. On the white T-shirts she tried it on, she says that "it was particularly good at getting out coffee and red wine" stains.
When I tried out different shoe deodorizers on some of my sweatiest gym sneakers, I found that this one did a great job of both tackling both moisture and odor. "After spraying this and letting it sit, I didn’t smell any odor left in my shoe. My shoes were also still a little damp with sweat, and I noticed that they were dry after I sprayed them."
Hate cleaning your shower? This innovative multi-surface cleaner makes it easy. All you have to do is spray it on and the brand says that it will do the hard work for you.
"Now that I’m satisfied with my tub and the stains are way less noticeable, I’m going to use the cleaning solution once a week as recommended — and finally enjoy those no-scrub perks," one writer shared. "With weekly use, I’m confident I’ll be able to keep the soap scum and grime at bay."
“I will never use another soap in my life after using this spray," says editorial operations manager Jill Ortiz. "I’ve used it to clean my oven, baking pans and pretty much everything in my kitchen. It gets to work right away and makes cleaning greasy items or pans with food encrusted on them super easy.”
Bissell Little Green Portable Carpet Cleaner
This portable carpet and upholstery cleaner tackles tough messes.
$81.99
$123.59
Walmart
$89.99
$139.99
Amazon
Cascade Platinum Plus Dishwasher Pods
This pack includes 62 pods to help clean all food residue.
$17.49
$24.99
Amazon
Clorox ToiletWand Toilet Cleaning Kit
This easy-to-use toilet bowl cleaning kit was awarded best overall in one editor's tests.
$12.68
Amazon
$12.68
Home Depot
$14.79
$15.79
Staples
Arm & Hammer Deodorizer Odor Busterz
This is a top editor pick for fighting smelly shoes.
$5.98
$6.99
Amazon
$5.98
Home Depot
Best fashion products of 2025
Murphy was impressed by how soft this winter beanie felt. “The fit was definitely on the looser side, but that didn’t stop it from keeping my ears nice and warm. I experienced a little of static upon removing it, but my hair maintained its volume and stayed knot-free.”
“I hate having my hair in my face, so I always opt for hair accessories, like headbands and hats," shares associate editor Allie Wise. "This stylish Panama hat is everything you want in a sun hat. It’s lightweight, fashionable and covers your face from the sun. Need I say more?”
“I was actually surprised by how much I liked these,” shares associate editor Kamari Stewart-Jackson. “They have a ‘satiny’ feel to them and are both soft and stretchy. I wore these on a flight and on public transit [and] walking to my hotel, and I was comfortable enough to keep wearing them for the rest of the day if I had to. The pockets are decently deep, too, so I wasn’t worried about things falling out while I was on the move.”
Along with two other editors, I tried seven different sports bras for everything from runs to workout classes and this was our top pick overall. Not only was it super cute and comfortable, but we also all felt fully supported.
“I was skeptical of Good American at first, but after trying them out, I totally understand the hype,” Stewart-Jackson shares about these jeans. The mid-rise bottoms feature tech to help smooth your stomach and a gap-proof waistband, the brand says.
Gap Rib Scoop Tank Top
This scoop neck tank has thick straps and it comes in multiple lengths.
$12.99
$24.95
Gap
Uniqlo Crew Neck T-Shirt
The perfect, basic tee that can take you from a casual day out to a layered office look.
$14.90
Uniqlo
Jill Martin Sherpa Lounger Jacket
We Love It for: Rooting from the couch.
$98.00
$179.00
By Jill Martin
Hanes EcoSmart Sweatshirt
This is bound to be your new wear-everywhere cozy sweatshirt.
$9.20
$18.00
Amazon
Crz Yoga Butterluxe High-Waisted Leggings
These leggings are "extremely soft" and "ultra stretchy."
$32.00
Amazon
Best shoes of 2025
Garlin walked over 100,000 steps in these shoes and her feet felt comfortable the whole time. "These sneakers saved my feet and provided so much support and comfort for an exhausting (but fun!) and active day on my feet, I could almost feel the shock absorption taking place," she says.
Wise “immediately fell in love” with these sneakers when she tried them — and they were a top pick during this year’s Sneaker Awards. “Not only are they super stylish and trendy, but they are uber comfortable as well. Oftentimes, you sacrifice function for fashion, but not in this case.”
Senior social media editor Kate McCarthy has run multiple marathons in Brooks' Ghost sneakers and says that they've never let her down.
"While these shoes have joined me for thousands of miles on runs and walks, they aren’t only for pacing," she says. "They have also made appearances in HIIT and boot camp-style workout classes. Whether I’m toeing the start line of a marathon or strolling through Central Park on a lazy Sunday morning, these are the shoes I always reach for."
The Bondi sneaker is one of the most cushioned shoes in Hoka's lineup and I love it for long days spent standing or walking. It has a wide base and an active foot frame, so it feels secure and stable.
Hoka Clifton 10
These fan-favorite sneakers feature a better fit, more breathability than previous versions.
$154.95
Amazon
$155.00
Hoka
$155.00
Zappos
Veja Volley Sneaker
Make a statment in these cute sneakers.
$155.00
Neiman Marcus
$155.00
Anthropologie
$155.00
Veja
Best wellness products of 2025
This bestselling mat and pillow set promises to help relax muscles, improve recovery and provide a gentle massage, the brand says. Both are covered in small plastic spikes that are said to apply pressure to key points of your body.
This bestselling weighted vest is great for anyone looking to add some intensity to their walks or workouts. “When I take it off, I can immediately feel the difference and I love that it’s so easy to wear,” editor Vivien Moon says. “I don’t know if I can say that I’m stronger because of it, but I do feel an improvement in my physical being.”
AXV Vibration Plate Fitness Platform
This vibration plate features a nonslip grip and acupressure buttons for your feet.
$99.99
$129.99
Amazon
Chirp Wheel XR Foot Roller
We Love It for: The avid runner or walker who needs some TLC.
$17.99
$19.99
Chirp
Stanley The Quencher H2.0 Flow State Tumbler
This colorful tumbler is strong and stylish.
$45.00
Stanley
$45.00
Dick's Sporting Goods
Gaiam Restore Mini Band Kit (Set of 3)
This pack of bands has light, medium and heavy resistance levels.
$8.99
$11.66
Amazon
$15.88
Walmart
OOFOS OOahh Recovery Slide
These recovery sandals are well-loved by editors on the team who are avid runners.
$59.95
Amazon
$49.90
$59.95
Zappos
$59.95
Oofos
Charmking Compression Socks (3 Pairs)
Winner: Best value compression socks
$12.99
Amazon
$13.99
Charmking
Best home products of 2025
"This fabric shaver was very easy to use," says Shigo. "I really liked that it had just one setting and the mechanism to turn it on and off was a simple slide on the side." She adds, "In just a couple of swipes, it was able to take off these really small pills that I could not pick off with my fingers."
Associate editor Sierra Hoeger says that after tying this pillowcase, she'll never use a different one again. “Even on nights where I don’t wash my hair, I’ll still wake up with smooth, frizz-free hair,” she says.
“I was skeptical about the efficacy of wrinkle-release sprays until I tried Cold Iron’s formula,” shares writer Jannely Espinal. “Though it comes in a big bottle, this one can replace the use of iron and steamers. It has become my favorite ironing alternative when juggling many tasks around my home, since it’s gentle on the fabric and reduces wrinkles in minutes.”
I bought this cervical pillow a few years ago and love it so much, it's still one of the best things I've ever purchased. In fact, I've even turned some friends onto it. It's great for side sleepers, as it provides support for your neck without straining it. It even won a Shop TODAY Sleep Award for 2025.
Mrs. Meyer's Clean Day Hand Soap
This soap has moisturizing ingredients to help prevent dry hands.
$13.81
Amazon
Mcgor Under Cabinet Lighting
These motion sensor lights are rechargeable and turn off automatically.
$17.99
$27.99
Amazon
Kasa Smart Plug Mini
Control your lamps and other devices from anywhere with this smart plug.
$8.49
$11.99
Amazon
ODISTAR Desktop Vacuum Cleaner
This is small enough to be used on your desk or even your floor.
$12.99
$15.98
Amazon
Best kitchen products of 2025
"I use this for everything from mixing protein powder to matcha," says Ortiz. "It was something I never could picture myself using, but now find that it comes in so handy."
This cookbook, which was released earlier this year, features recipes from TODAY hosts like Savannah Guthrie, Craig Melvin, Al Roker and more as well as fan-favorite guests and top chefs. It's perfect for TODAY fans as well as home cooks.
Auoon Pots and Pans Clip On Strainer
This handy kitchen gadget allows you to quickly drain pasta, wash fruit and more.
$9.89
$10.99
Amazon
Govino Unbreakable Stemless Wine Glass (Set of 4)
These unique wine glasses are made with shatter-proof material.
$24.95
Amazon
Keurig Brewer Maintenance Kit
Cleaning your Keurig is easy with this three-month kit.
$17.99
$21.99
Amazon
Owala FreeSip Water Bottle
This trendy water bottle is designed to keep your beverages at an ideal temperature.
$34.98
Amazon
$34.99
Dick's Sporting Goods
$34.99
Owala
NutriChef 3-Piece Nonstick Kitchen Oven Baking Pans
These non-stick pans come in a variety of sizes for any type of prep.
$15.98
$33.99
Amazon
Dewpeton 16-in-1 Vegetable Chopper
With interchangeable blades, this time-saving kitchen tool can chop, slice, shred and more.
$25.99
$30.99
Amazon
Crockpot Lunch Crock Food Warmer
Enjoy warm food with this portable crock-pot.
$39.99
Amazon
$69.99
Kohl's
YouCopia Storalid Lid Organizer
Featuring five adjustable dividers, this item keeps your lids organized.
$15.99
$19.99
Amazon
Keurig K-Express Single Serve K-Cup Pod Coffee Maker
Make single-serving brews with this coffee maker.
$69.99
$109.99
Amazon
$59.99
$109.99
Keurig
Best tech of 2025
When I compared Apple's AirTag versus the popular Tile tracker, I found that this was the best option for iPhone users. Not only is it super easy to use and set up when you're an Apple user, but it also draws on Apple’s Find My network to help you find your items, even if you're nowhere close to where you are.
If you're looking for a fitness tracker that helps you monitor your health stats, track sleep and more with an easy-to-use interface. When I wore it, along with two other popular trackers, for a month, I found that this was the best option overall.
Murphy is a big fan of this streaming stick, saying that its voice control is a game-changing feature. "You can say “Peacock” or “The Last of Us” and the correct channel or show will automatically launch or appear on the screen, respectively," she says. Plus, there's hardly any lag time after giving a voice command.
The Apple Watch SE is the perfect choice for anyone who wants one of Apple's popular smartwatches at a more affordable price point. The third version, which was released earlier this year, has an extended battery life (more than 30 hours when you put it on low power mode), new health features and wrist temperature sensing.
Apple AirPods 4 Wireless Earbuds
These buds are compact and easy to wear, take calls and listen to music on.
$99.00
$129.99
Walmart
$148.99
$179.00
Amazon
Jteman Cell Phone Stand with Wireless Bluetooth Speaker
We Love It for: Portable entertainment.
$25.99
$35.99
Amazon
Twelve South AirFly Pro 2
Traveling by air? This smart gadget makes it easy to use Bluetooth headphones for in-flight entertainment.
$49.99
$59.99
Amazon
$59.99
Twelve South
$59.99
Verizon Wireless
Amazon Kindle Paperwhite
This editor-loved device makes reading even easier, no matter where you are.
$159.99
Amazon
$159.99
Best Buy
JBL Go 4 Bluetooth Speaker
This highly portable speaker packs tons of sound for music no matter where you are.
$39.95
$49.95
Amazon
$39.99
$49.99
Best Buy
$39.95
$49.95
JBL
Best toys of 2025
Engage your gaming spirit with everyone’s favorite love-to-hate game — NFL version. It features all 32 teams, and players will have to collect three sets to win.
If they love following you around in the kitchen, gift them their own food to play with. It even changes colors when you add water!
One of our experts called this toy the best airbrush set she’s ever seen for kids “hands down.” It comes with markers, reusable stencils and everything else you need to create airbrush designs. Just load and push the spray button!
This toy takes doodling to a 3D level. It uses child-friendly plastic filaments (no burn risks!) and come with a variety of starter templates so you can start building right away.
Senior partnerships editor Francesca Cocchi Zabloudil bought this toy (a Gifts We Love winner!) for her nephews and shares that "it was so captivating" her whole family gathered around to watch the hatching process. "Realistic details like the sound effects, movement and gooey red slime really blew me away," she says.
Shashibo Shape Shifting Box
You can create up to 70 different shapes with this sensory toy.
$24.99
$27.99
Amazon
Ms. Rachel Official Speak & Sing Doll
This interactive toy recites four songs and more than a dozen phrases.
$15.99
Amazon
$15.99
$32.99
Walmart
Stretch Armstrong
This classic toy has been reimagined for even more stretchy fun.
$14.99
$18.99
Amazon
Toniebox 2 Starter Set Bundle
We Love It For: Changing the story game.
$139.99
Amazon
$139.99
Target
$99.99
$139.99
Kohl's
Best travel essentials of 2025
We love a slouchy oversized bag, but you have to admit that they don’t offer much in the way of organization. Use this clever insert to create more space and keep things tidy.
Escaping the cold weather soon? If your upcoming vacation involves swimming, jetskiiing, waterfalls and the like, this phone pouch is a must-have for keeping your device safe and dry.
Contributor and travel expert Katie Jackson says this former Travel Gear Award-winning gadget “helps to make packing as easy and stress-free as possible.” She’s also a fan of its easy-to-read indicator, so she never has to worry about accidentally overpacking.
Garlin says she’s tried every drugstore earplug out there but none feel as comfortable or work quite as well as Loop’s products. She brings the Quiet 2 options with her any time she needs to keep noise at a minimum, whether it’s at work or traveling in the air.
“This Shop TODAY Travel Awards winner helps me save so much space in my suitcase, which means I can bring more outfit options on my trips,” says associate editor Dani Musacchio. “Plus, I love how they keep everything organized so I don’t have to rummage through my luggage.”
"As a journalist who spends hours looking at a screen, this is one of my all-time favorite masks to use when I seriously need to unwind," raves Espinal. She loves the weighted microfleece eye cover because it blocks out light and has flexible adjustments to comfortably fit any type of sleeper.
Baggallini Hanging Travel Toiletry Kit
Winner: Best splurge toiletry bag
$40.00
Amazon
$40.00
Zappos
$40.00
Baggallini
Baggu Medium Nylon Crescent Bag
Winner: Best travel purse
$52.00
Amazon
$52.00
Urban Outfitters
$52.00
Baggu
Hatch Rest Go Portable Sound Machine
Winner: Best sleep gadget for travel
$39.99
Amazon
$39.99
Target
$39.99
Hatch Co.
How we chose
The Shop TODAY team spends the entire year testing products across all categories. (Yes, our desks are just as cluttered as you'd expect.) The above products are what we consider to be some of the best of the best. They are all products that our editors tried this year — or some that they have been using consistently for years and still make their all-time favorite product list — and that were bestsellers among our readers, too. In the rare case that we didn't try an item ourselves, rest assured that it came recommended to us by one of our experts.
