Ready for a glow-up? The fourth annual Shop TODAY Beauty Awards are here, and we did the testing so you don’t have to. From soothing and hydrating to exfoliating and moisturizing, our team put more than 400 beauty products to the test to find the skin care standouts worth adding to your routine.
After weeks of cleansing, lathering, slathering, patch testing, masking (with plenty of TV binges along the way), and carefully following each product’s directions, we narrowed the field to the formulas that truly delivered. We evaluated ingredients, ease of use and real-world results, relying on our editors’ honest feedback to crown the products that earned a Shop TODAY Beauty Award.
Below, you’ll find our winning face mists, acne treatments, beauty tools, masks, serums, toners, moisturizers and cleansers to give your routine a much-needed refresh. If you’d like a taste of the rest of our winners, check out the rest of the slate here.
Best Hydrating Face Cleanser$undefined$22.00
Best Toner for Redness$undefined$39.00
Best Moisturizer for Dry Skin$undefined$19.99
Best cleansers
The discreet packaging and impressive results earned this product a five-star rating. “With just two pumps, you get a good foam going. It does not burn the eyes,” shares social media video producer Meghan Murakami. If you’re looking for a cleanser that doubles as a makeup remover, this is the one. “This cleanser was able to remove my makeup and get my face feeling nice and clean without leaving my skin feeling tight or dry,” added tester Emily Alek.
Board-certified dermatologist Dr. Marisa Garshick also signed her approval and says this formula “combines a blend of ceramides, niacinamide and hyaluronic acid as well as snow mushroom, which together boosts hydration and supports the skin barrier.”
Editor Kamari Stewart-Jackson was skeptical about this at first because it’s “marketed as an acne-treatment paste” — something she usually doesn’t buy. “I didn’t find it drying at all, and it made my skin feel clean by the time I was done washing my face,” Stewart-Jackson emphasizes.
“This 3-in-1 product can be used as a cleanser, mask and spot treatment as it contains salicylic acid to help unclog the pores as well as kaolin clay and charcoal to absorb excess oil and draw out impurities,” adds Garshick.
Special projects associate Jordan Murray says this cleanser is super gentle despite her having sensitive skin. “I’m always worried about breaking out or becoming irritated, but this was super gentle. And, even though it was gentle, it still got my face squeaky clean.” The soothing and moisturizing texture makes this winner a must-have for those prone to skin reactions. “It has such a good lather and even worked on my mascara when I was too lazy to use my oil-based cleanser first. I also love the glass packaging because it’s cute and makes me feel boujee,” she quips.
Best toners
Writer Dory Zayas says she hasn’t used a toner in a minute due to their stripping and drying formulas. This one is the opposite of traditional toners. “It’s milky and lush and feels like a dream. It really hydrated my skin thanks to the colloidal oat and niacinamide in the formula. It was calming and soothing, and a great layer under makeup to provide moisture without making my skin oily. It also contains antioxidants and vitamins C and E for extra stress reduction,” she adds, calling this a satisfying product to use.
Stewart-Jackson’s husband, Jonathan Jackson, rated this toner formula five stars, praising its value, effectiveness and visible results. “This is the most convenient toner I’ve ever used. If you are clumsy and prone to spilling product, having the pads already saturated in the formula makes it easy and mess-free. Additionally, my skin has been the most hydrated since starting to use this product,” he shares.
“I love that they feature colloidal oatmeal to help soothe irritation and ceramides to replenish the skin barrier, leaving the skin feeling calm, nourished and refreshed,” adds Garshick.
Best moisturizers
Murakami tested this lightweight moisturizer, which is great for eczema-prone skin. “It is very lightweight, and I liked that the push top lets you control how much product you’re giving yourself — it also feels more sanitary than digging your finger in a jar of product,” she says. After weeks of using this product, Murakami says she has seen improvements in her skin barrier. “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!”
Senior parents editor Kavita Varma-White says this product is lightweight and feels luxuriously hydrating. “I like how easily it absorbed, and my face felt soft, smooth and not greasy at all. Love the affordable price point, too!” The added centella asiatica also helps to soothe redness — an anti-inflammatory that calms down flare-ups.
“The texture is super lightweight and feels almost like a soft sorbet, so it sinks in quickly without leaving any greasy or heavy feeling behind,” points out commerce insights manager Donna Pilikyan.
This moisturizer-serum hybrid has a bouncy texture that will give you that extra glow. Senior entertainment editor Elena Nicoloau tested this “witchcraft” product and is amazed.
“When I put this on, it was like I was getting a new layer of skin,” she quips. “You just take a little scoop of the serum ball and put it on your face. It is instantly brightening and soothing. I truly felt like this delivered on all the fronts I need: Moisturizing, vitamin C and brightening. THIS DELIVERS!”
Deputy managing editor Jess Bender’s mom, Jude Bender, tried this Korean award-winning product, which combines caffeine, hyaluronic acid, red ginseng and more to improve the appearance of under-eye bags, making them “appear smoother, brighter and more refreshed over time,” according to Garshick.
“Eye cream is important to me. This product is light and soft in texture, which gently covers fine lines. [I] love applying this daily,” says Jude.
Associate social media editor Daniella Musacchio says the packaging is one of the most captivating things about this product. “It looks really sleek, and I love how it is a pump, but I can still see how much product I have left in the bottle. I found that just two pumps is the perfect amount for my face,” she says. The lightweight consistency appeals to most skin types and is designed to lift skin gently. “The formula is not greasy and absorbs quickly into the skin - ideal for someone with oily skin like me! It’s not too light and not too rich, making it the perfect night cream for warmer months,” she adds.
Another tester, Jonathan Bender, says he has no negative feedback about this product despite the price tag. “After a day in the sun, my skin needed some speedy plumping, healing and moisture. Have been utilizing it every evening in my pre-bed sleep routine and have noticed how refreshed, plumped and line-free my face is the morning after. Definitely perks up your skin and revitalizes as intended. Worth the price-point,” he praises.
This high-quality product is so rich in texture thanks to the combination of ceramides, copper peptide and chebula. If long-lasting hydration is your goal, editorial operations manager Jillian Ortiz approves it for its thick consistency. “ It is such a treat to put this moisturizer on. It has a refreshing scent and feel and, if it wasn’t so expensive, would be the only moisturizer I would ever use moving forward. For that reason, I would say it’s worth the money,” she says.
Talk about excellence! This magic cream is magical indeed thanks to its thick consistency and hydration. “Charlotte’s Magic Cream is a smooth, silky product. It’s truly a recovery cream, leaving your face so soft. Fragrance is a gentle rose smell. No wonder it’s an award winner,” shares Jude Bender.
“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,” adds tester Christina Murphy.
Best face serums and oils
For those looking to boost their external glow, this serum will pay off with consistent use over the long term. Social video producer Anita Chomenko says this product is “light and not goopy. It blended and absorbed easily, didn’t leave my skin feeling greasy or anything. Loved adding it to my routine. The smell of this is seriously so good, and I notice a glow boost, especially when pairing it with a hydrating/glowing toner,” she explains.
Murakami says this product absolutely helped repair her skin barrier after two weeks of use. “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! It also has very cute packaging and directions that made it feel very clear how much product to use (a little goes a long way with this one!) and where to put it in my skin routine,” she shares.
Bender also notes that this product helped minimize her rosy patches around her nose, cheeks and forehead, which “definitely helps with refining that red appearance.”
If hyperpigmentation is your main concern, Makinsy Fitzgerald says this is a great product for niacinamide lovers thanks to its high concentration. “It feels lightweight, absorbs quickly and never leaves my skin feeling sticky or tacky, making it easy to layer with the rest of my products.”
“After using it consistently, I’ve noticed my skin looks brighter and has a healthy glow. I also struggle with occasional blemishes and hyperpigmentation, and while I know those concerns take time to improve, I’ve already started to notice a subtle difference,” she adds.
Writer Danielle Murphy says she loves this product with a capital L. If you have acne-prone skin, this serum will deliver true results. Mandelic acid aims to exfoliate the skin, while the added ingredients help to replenish the natural oils. “The balm quickly melts into the skin and is very gentle on my acne-prone skin. It made for a great first step in my double-cleanse routine, and I could rely on it to get a majority of my makeup off fast,” she says.
This luxurious rose-scented oil is meant for pampering. With a steep price point, the formula is designed to deliver ultra-hydration during your slumber without the heavy texture of a traditional oil.
“It absorbed quickly as I worked a few drops into my skin with my fingertips, leaving my skin feeling hydrated without any oily residue. Even with retinol in the formula, it didn’t irritate my skin. I was able to use it as part of my regular nighttime routine without changing anything else, simply applying my moisturizer afterward,” shares writer Andrea Smith.
Best face mists
Associate producer Sofia Sellar says this lightweight formula is great for instant hydration year-round. “In the winter, it’s perfect for giving dry skin an extra dose of moisture, while in the summer, it works as a cooling, refreshing mist after spending time in the sun. It instantly revives and hydrates the skin,” she adds. The aerosol form helps distribute the moisturizer evenly and quickly without the need to rub it — a quick spray after a shower to lock in moisture.
Another cooling formula ideal for runners and stressed skin is this mist from Cocokind. According to Musacchio, this face mist is ideal to refresh your face and body throughout the day. “I love to use it after a run, when my face gets red and sweaty. This spray feels so cooling and even helped soothe my sunburnt skin. Most of the other facial mists I own are 2 fl oz, so I appreciate that this one is double the size, as it will last much longer. It is fragrance-free, but I find that it has a natural, nice, light scent,” she confirms.
Senior producer Lindsey Bomnin says she is addicted to this spray for its instant cooling relief. “I’m currently pregnant, and the hormonal cystic acne destroyed my cheeks and jawline — SOS Daily to the rescue! This spray seriously calmed down the redness, significantly,” she says.
Additionally, this product helps calm inflammation and reduces redness, according to Garshick. “It supports the skin’s natural healing process, making it a good addition for hormonal breakouts.”
Best acne treatments
“I’ve used a few different types of pimple patches like Starface and Might Patch; these Bioré patches were a great alternative for the summer because it starts as a gel-like substance and molds into a patch you keep on for a couple of hours, which is not too noticeable,” says senior social media editor Bianca Clendenin. This is a great alternative if you want to conceal the pimple and need targeted coverage. “I liked using it on days when I’m not wearing makeup but wanted to run errands, etc. Because it’s not a traditional patch, you simply wash it off, reducing waste for the planet,” she adds.
Looking to reduce the appearance of fine lines? These exfoliating pads combine glycolic acid and witch hazel to exfoliate skin and deliver a smooth texture.
“My face really felt nice after using. There is a very subtle stickiness left after using the pad, but it also instructs you to wait until the product fully dries before continuing with your nighttime routine, which was easy. It left my face with a dewy look and feel,” shares associate producer Cassidy McKenna.
Worried about uneven skin tone? This dark spot corrector encompasses exosomes and alpha-arbutin to help reduce dark spots while smoothing skin’s texture. Associate editor Madison San Miguel’s mom, Crissy Siragusa, says this formula has made a noticeable difference in her skin. “I deal with hyperpigmentation and a sun spot, and over time I’ve seen them gradually fade. It’s gentle and doesn’t cause any stinging or irritation. The packaging feels premium, and the pump dispenses just the right amount of product with each use. A small amount goes a long way, so the bottle should last quite a while,” she adds.
Best face and eye masks
Sheet masks offer an effective and fast way to hydrate skin while multitasking. This award-winner is “good bang for your buck” because the package offers seven for the low price of $12. “I liked how all the masks were in the same bag, which reduces waste and keeps more serum in there. The bag sealed nicely and it didn’t seem like the serum dried out,” shares senior editor Liz Calvario.
Jonathan Bender also praised these masks for their plumping effect and microneedling sensation. “The after-effects for the day had my skin tone both dewy and even, which garnered some compliments from colleagues during my work day.”
This K-Beauty product has become a favorite for editor Shannon Garlin, who uses it every morning. “If I am feeling fatigued, my under-eyes show it, and these little masks instantly give them a boost, looking brighter, hydrated and plump. I also loved that the masks were textured; it kept them in place and didn’t slide down,” she says.
Stewart-Jackson tested this facial peel-off mask without prior knowledge of how the peel-off formulas work. “I found myself loving this one! I believe the directions say to let it sit for 25 minutes and it was completely dry by the end of that time. The most satisfying part was how it peeled off. I nearly got my full face in one full strip on multiple occasions. This is the type of mask that’s fun and easy enough to use that I would use it several times per week. Plus, my skin looks brighter after using it, which is exactly what it promises,” she says.
Jess Bender tried this “thirst-quenching face mask” and loves how smooth her skin feels after use. “I’m not joking, it leaves my face feeling Moo Deng levels of smooth and supple after I wash it off after 15 minutes of wear. It also has an iridescent appearance when it comes out of the bottle, which is a feature I’ve never seen with any other skin care product I’ve ever used,” she adds. The hyaluronic acid is what delivers that long-lasting hydration, which is ideal for skin post-procedure.
Zayas tested this mud mask, which can be used for both face and body. “It dried quickly, didn’t drip at all, and a little went a very long way. I just came back from Costa Rica, where I got a mud treatment, so I was excited to use this on my body as a little at-home day spa. Other than having to stand up for a few minutes while the mask was drying, my skin felt smooth and hydrated after the mask came off easily, with a wet washcloth,” she says, adding that the formula delivers smooth results.
Editor Vivien Moon’s mom, Julia Moon, says she loves these patches because they help in addressing fine lines. “These are my new favorite patches and fit perfectly between the brows — they’re truly the right size,” she shares.
Also, these patches offer noticeable results with consistent use, according to senior social media editor Kate McCarthy. “While my lines around my eyes and between my eyebrows are subtle, I swear that when I removed the patches they did not look as prominent,” she adds.
Best beauty tools
Jess Bender has never had interest in incorporating a high-end skin tool until now. “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 — I feel like the type of girly who can afford to get a lymphatic drainage facial every month, except I’m able to do it practically every day for one easy payment,” says Jess. The compact option is easy to tackle around the eye area for a cooling sensation that easily plumps and depuffs.
Tester Vanessa Gavidia used this mask before testing other skin care products and was pleasantly surprised with the results. “I didn’t have big expectations, as I have used a mask from a very well-known brand that’s more expensive and delivers good results. But after the first time using this one, I noticed a big improvement in my skin. The more I’ve used this mask, the better my skin looks. I love the rejuvenation mode,” she says.
This flexible silicone on the mask also features a T-zone and U-zone precision to deliver proper light therapy.
Whether you need to improve fine lines, reduce puffiness around the eye or deliver a plump-looking effect on your lips, this wand will do the trick.
“I love my original NuFace, but this is a nice entry point for folks curious about microcurrent. It’s low effort, but the payoff is so good. This is nice to smooth out fine lines around the eyes, but I also use it between my eyes and around my mouth. The key is to be consistent though! I do it while I watch TV and keep it by my nightstand,” shares executive editor Adrianna Brach.
Frequently asked questions
Board-certified dermatologist Dr. Sapna Palep says to focus on looking for hydrating ingredients in the label, like "ceramides, oat butter, shea butter, glycerin, hyaluronic acid and oatmeal which are ideal for sensitive and eczema-prone skin. Niacinamide is generally tolerated when skin is not actively breaking out."
"Sensitive and eczema-prone skin requires simple, fragrance-free formulas that focus on repairing the skin barrier," adds board-certified dermatologist Dr. Jenna Queller.
Palep 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 Palep, people with darker skin tones should use at-home tools very carefully. "Certain light wavelengths can trigger an immune response, leading to hyperpigmentation or hypopigmentation. If you have a skin condition like eczema or rosacea, or severe acne, I would avoid at-home skincare tools until you can speak with a board-certified dermatologist," she emphasizes.
According to Queller, the ideal frequency depends on the specific device and manufacturer's recommendations. "Some tools, like LED light therapy devices, may be designed for frequent use, while exfoliating brushes, microneedling devices, and other more intensive at-home treatments should be used much less often to avoid irritation or damage to the skin barrier," 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. Marisa Garshick is a board-certified dermatologist at MDCS Dermatology focused on medical dermatology and cosmetic surgery.
- 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.
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NuFace Fix Microwand
NuFace Fix Microwand