Shop TODAY’s Ageless Beauty Awards are finally here! After testing hundreds of formulas, anti-aging ingredients, skin care heroes and rejuvenating devices, Shop TODAY editors decided which ones are worth adding to your skin care routine.
As we age, skin concerns such as dryness, hyperpigmentation, redness and fine lines can become more noticeable. The right products, however, can help minimize wrinkles, improve uneven texture, and even address visible signs of aging. With effective formulas tailored to your needs, you can maintain healthier-looking skin at every age. From serums that target dark spots to hair conditioners that smooth and soften your locks, our editors spent weeks testing each product to determine the standouts worthy of recognition.
Discover our winners’ slate of tried-and-true formulas under $50 that delivered results and earned the seal of approval from our experts.
Best beginner-friendly retinol$undefined$15.00
Best foot mask$undefined$9.50
Award-winning skin care under $50
Tester Dory Zayas says this eye roller from Grace & Stella is a game-changer and a “lovely ritual” that is easy to apply and roll with, literally.
“I keep mine in my fridge for an even more intense cooling effect and it wakes up my tired eyes right away. It’s super hydrating thanks to the ceramides and hyaluronic acid, and the niacinamide and caffeine plumps and refreshes. It doesn’t have a fragrance, and didn’t sting or burn my sensitive skin,” she says.
For skin that needs more hydration, tester Vanessa Gavidia gave her thumbs up to this gel mask containing peptides and collagen.
“This neck mask was so easy to use, felt comfortable while using it and you can see immediate results,” she emphasizes. “My skin felt firm, hydrated and plumped after using it. I will definitely repurchase it again!”
Tester Donna Pilikyan says this retinol is ideal for beginners who want to give the ingredient a try.
“I was honestly a little nervous to try retinol for the first time, but this serum ended up being a great introduction,” she comments. “It was really gentle on my skin, and when I used it at night with a moisturizer, I didn’t experience any irritation or other adverse reactions. For only $15, I think it’s an amazing value and a great option for anyone who wants to start incorporating retinol into their skin care routine without spending a lot.”
Your shortcut to editor approved picks
Renovate your skin at night with this face cream encompassing niacinamide, hyaluronic acid and peptide complex.
Dr. Robert Anolik, fellow of the American Academy of Dermatology, previously told Shop TODAY the added ceramides help in improving the natural skin barrier while the peptides help stimulate collagen production. “It’s also rich with hyaluronic acid that may attract and retain moisture in the skin,” he mentioned.
If hyperpigmentation is your main concern, this formula can help with deep-rooted spots.
“While I don’t have a ton of hyperpigmentation, I recently noticed some dramatic dark spots behind my boyfriend’s ears after his annual haircut that would be worth giving this serum a shot,” shares deputy managing editor Jess Bender.
After consistent use, she noticed his spots fading away progressively. “Over the span of about a month and a half, the bigger patches of pigmentation I originally caught reduced by about half, with some of the smaller spots even disappearing over that time frame. We also noticed that the product absorbed quickly and without irritation,” she adds.
Shop TODAY editors have personally loved this sheet mask since its introduction, but our slate of external testers also sang its praises over time.
One tester, Jody Ricevuto, mom of senior editor Julie Ricevuto, says, “It did a great job of lifting my skin. It’s the perfect product to use before a special occasion because you do get great results, but it has to be used often, because the results only last a few days.”
With added collagen and hyaluronic acid, this is also a great booster for days you need extra moisture in your skin.
For those looking for firmness and to refine texture, this peeling mask can visibly show results.
“I loved using this face mask! It was easy to apply and use, and after removing it, my skin looked visibly firmer with a nice glow to it! For $25 I was pleasantly surprised with the results,” shares tester Andrea Gavidia.
If your smile lines and skin firmness have been of concern, this collagen-infused serum could be a useful resource to reverse course.
Tester Marquita Pagnotta says, “In conjunction [with a microneedling serum], it worked well. [My] fine lines are less visible and my makeup application is smooth.”
She also notes that a little goes a long way with this formula.
Want minimal skin care without the added time? This serum is hydrating and absorbs quickly into the skin — allowing you to maximize your routine while keeping your skin dewy and moisturized.
“I was very skeptical after trying a luxury serum the months before but I loved this product. While the packaging is basic compared to other serums, after using this product, all my mature friends asked me what I was using. I used it twice a day under my moisturizer. I have already recommended it to all,” says tester Gail Cohen.
Looking for an effective, protective base layer for your foundation? Bender has the solution after testing this formula.
“As a low-maintenance person, I naturally gravitate towards multipurpose products to save me a couple extra minutes in my morning routine. I was introduced to No7’s new Prime Forever line several months ago, and this versatile sunscreen/primer is the product I keep coming back to out of the entire slate,” she notes. “Aside from offering SPF 50 protection, it’s pretty much the perfect base for my makeup with how quickly it dries down without leaving an oily finish.”
Your lips also need protection, and this formula combines bioactive phloretin and murumuru butter to nourish your pout.
Cohen says this “lip fixer was a delight to use in the hot, dry summer. I put it on before going to sleep, and when I wake up, my lips were not chapped and felt like it plumped up the small lines around my mouth.”
For initial signs of aging, these facial patches help to target small concerns like crow’s feet, fine lines around your mouth or eyes, and even frown lines.
Writer Cheryl Fenton previously tested the Blumbody patches and said the guitar-shaped stickies are easy to apply and ideal for the elevens.
“The patch stuck easily to my skin, and I woke up to pretty good results after just one use. My skin even felt a little softer in that area. The thin lines were erased, although they did return later that day. These gems are so discreet, you could even wear them out and about,” she adds.
Stimulate collagen production with this retinal product containing black carrot root extract, a Korean-based ingredient.
“It felt great on my skin and was incredibly hydrating without feeling heavy or greasy. It also worked beautifully under makeup, and while I can’t say I noticed a dramatic improvement in my skin, it was still a really good serum that I enjoyed using. I would definitely repurchase it and would recommend it to anyone looking for a hydrating retinal serum that layers well with makeup,” says tester Jen Share Enriquez.
This creamy formula combines ceramides and prebiotics that deliver a healthy glow to the skin.
“I love Tula cleansers and I use the Cult Classic one all the time. This one is very similar to that one but my skin feels less dry and more nourished post-wash,” says tester Nicole Kelleher. “I love the lather of the product and you get a really good clean. All of my makeup comes off with one wash and my skin feels super soft afterwards.”
Kelleher also tested this winning product, which helps to depuff and smooth eye bags.
“I loved how cooling and refreshing this product felt! It went on so smoothly and instantly made my under-eye area feel hydrated. I also noticed a difference in the appearance of my under-eye bags, which is a huge plus for me,” she adds.
The hydration can last all day, according to her testing notes, and offers extra nourishment thanks to the guayusa extract, which contains natural caffeine.
This non-invasive eye treatment helps improve fine lines over time and reduce dark circles.
“This formula brings together a wonderful combination of retinol, niacinamide and antioxidants to address several contributors to the appearance of tired-looking eyes,” says double-certified dermatologist Elizabeth Bahar Houshmand, M.D..
Tester Caroline Holmberg adds, “The cream is hydrating and absorbs easily. The application is great — I loved that the metal applicator had a cooling effect, and felt gentle on my skin.”
With a mix of shea butter, hyaluronic acid, raspberry extract and bio-peptides, this lip treatment is meant to hydrate and protect. Tester Jude Bender says this lip treatment offers an “easy, gentle application to moisturize dry lips. [It’s a] well-made product that lasts through the day.”
Jude Bender also tested this serum and summarized her experience by saying, “If you have dry skin, this product is excellent. I’ve been applying it twice a day for six weeks now and will continue.”
This formula offers all-day hydration thanks to its improved hyaluronic acid formula that encompasses six forms of the ingredient to improve vibrance and deliver a healthy glow.
Neck lines can become noticeable when we age, but you can start treating them every day. Tester Crissy Siragusa says this product really promises results.
“I really love [this treatment] because it makes my neck feel incredibly smooth, hydrated and soft, while giving the skin a noticeably firmer, more plump appearance,” she comments. “I’ve also noticed that my neck lines look softer and less pronounced, and my skin overall looks healthier and more youthful with consistent use.”
Award-winning body care under $50
Jess Bender likes to have smooth feet, and she has tried many types of foot creams and masks without luck — until now! This one delivers results on her cracked feet and she says, “It penetrates deep within the dermis and its formulation features several of the heavy-hitting ingredients you’d expect from an effective foot care product like urea, shea butter, hyaluronic acid and several types of nourishing oils.”
She notes that this formula brings back her feet to “baby smooth softness” and recommends “working this into your evening routine and kill time by binge-watching an episode of something on your queue.”
This product works as an anti-chafing formula and moisturizer at once, delivering smooth results to tough areas like elbows, knees and feet.
Tester Jody Ricevuto says,“This worked so quickly on my super dry heels, I was shocked. My cracked skin looked so much smoother and felt deeply hydrated directly after I put this on, and felt moisturized for longer than expected.”
If your body wash is not hydrating your skin, it’s time to change. This formula is infused with jojoba oil to moisturize and revive the skin.
“It smells amazing without being too sweet or fake-smelling, and the lather is utter perfection. It gives just the right amount of milky hydration thanks to sugarcane extract and jojoba oil. Willow bark extract exfoliates skin gently without any harsh or abrasive particles. I love the size of the bottle, and the formula left me feeling soft and smooth after my shower,” mentions Zayas.
Mask any odor with this award-winning formula from Secret.
Associate market editor Audrey Ekman says, “I’ve tried a ton of clinical-strength antiperspirants and this ranks among my favorites. The high percentage of aluminum really pulls its weight and helps with odor as well as perspiration. The key is to apply it at night, just before bed, to give it extra time to work while you sleep.”
This budget-friendly body cream is sold every five seconds, according to the brand, and has won over 100 beauty awards, including our Ageless Beauty Awards.
Houshmand says, “this is great for very dry areas such as the hands, elbows and shins. Its combination of plant oils, lanolin, beeswax and glycerin helps soften rough skin and retain moisture.” However, she notes that the added fragrance could affect people with eczema or sensitive skin.
Special projects associate Jordan Murray says this Rhode lip formula comes in a new shade and scent that continues to deliver a perfect shade.
“Thank god Mrs. Bieber did not partake in the trend of reformulating products that are already good. This formula is still just as hydrating and shiny as it was when it was first released in 2022. But I love this new shade. I got macadamia butter, and it is a stunning neutral brown. It’s the perfect mid-range shade of brown for summer. In my opinion, darker browns should be reserved for the fall,” she raves.
Suffering from dry hands? This hand cream delivers a nourishing feel, according to tester Christina Murphy.
“I absolutely love this [hand cream] and it has quickly become a staple in my daily routine. It smells so fresh and clean and absorbs quickly with no greasy feel, leaving my skin incredibly soft without any sticky residue,” she confirms.
“I’ve incorporated this into my weekly everything shower routine for the last two months to target lingering dead/dry skin from my biggest problem areas (my elbows, knees, upper arms, back of the ears) along with evening out smoothness around the rest of my body,” summarized Jess Bender.
This award-winning body wash exfoliates your skin by removing all the aforementioned skin concerns. “In the past I’ve used similar exfoliating body washes that dried me out, but I’ve yet to come across that with this nourishing formulation featuring glycolic acid and squalane,” she adds.
Tester Jonathan Jackson tested these fun patches and says they really helped with de-puffing his tired-looking eyes thanks to the caffeine and peptides they contain.
“I have some really stubborn designer bags under my eyes and have always struggled with them, but this is one of the few products that worked for me,” he notes. “It was super convenient to throw on during my nightly routine and the cool sensation was a very nice plus.”
Washing your hands is important, but there’s nothing quite like exfoliating them. Jess Bender says this hand wash can be filed under “little luxuries” she didn’t know she needed.
“My entire life has been dedicated to using hand soaps that are strictly cleansing, moisturizing and incredibly aromatic, so one that was also exfoliating wasn’t exactly on my radar. While the texture feels super abrasive, the granules they use (a non-irritating volcanic pumice) do wonders with smoothing out my texture without stripping the skin barrier,” she shares.
The best part? This product is made in the U.S.A.
If your lips are super dry, this anti-aging formula will give you that plumpness your lips desire. The combination of hyaluronic acid and vitamins C and E helps to hydrate the delicate area.
“It really helps to fill in those lip contours and wrinkles and give the look of plumper, more hydrated lips,” says executive editor Adrianna Brach.
This is another hydrating product Pilikyan tried and loved how luxurious it feels.
“I really enjoyed how luxurious this body cream felt every time I used it,” she says. “It has a beautiful scent, leaves my skin feeling soft and hydrated, and makes my skin look really healthy. It feels like such a nice treat, so I love using it before a special occasion or a night out when I want my skin to look and feel its best.”
Award-winning makeup under $50
If you love the look of foundation but don’t want all that coverage, this tinted moisturizer is a great middle ground. It gives your skin a lightweight, buildable coverage with a fresh, dewy finish that still looks like skin. The water-gel formula combined with hyaluronic acid helps keep skin hydrated and gives it that extra boost of glow.
Add a lengthy texture to your eyelashes with this mascara that won’t damage your growth — instead, it will enhance it. Social video producer Anita Chomenko tested this and says, “I ended up really loving this mascara! My lashes felt defined and enhanced! It didn’t smudge through the day; it didn’t sweat off during 90-degree heat or a workout. It didn’t flake or come off if I rubbed my fingers on my lashes,” she says. Basically, it outperformed!
Don’t be deceived by this compact formula. The semi-matte foundation offers full coverage that can last up to 72 hours.
“I get why this is viral, the formula applies seamlessly into the skin and dries evenly with a matte finish, lightly covering any hyperpigmentation or blemishes. Normally, I have to set foundation with a setting powder but this dries with a powder-like feel and lasted all day,” says editor Shannon Garlin.
Yes, mature eyes also need great mascara to preserve thinning lashes. “This multitasker from IT Cosmetics is really unique — it’s actually a primer, mascara and an eyeliner all in one,” shares Brach. With its lash-loving peptides, proteins and antioxidants, this mascara is meant to condition your lashes while giving your eyes a smoky look.
If your eyebrows are always mismatched, then it is time to switch your product. Writer Emma Stessman trusts this eyebrow pencil for its thin blade tip.
“This one did exactly what it promised: It created super thin lines that blended seamlessly in with my eyebrows and looked like real hairs while filling in sparse areas. I was surprised by how well the color matched my natural color, too, since it’s always a bit of a gamble. And it really does last all day! I’ve been applying before work and the effect is still there once I get home,” she quips.
A creamy eyeshadow is great for mature skin, especially if it is a champagne gold.
Freelance writer and tester Andrea Smith says, “The colors are beautiful and gave my eyes a polished look with very little effort. The creamy formula glided on smoothly without tugging, which was a welcome surprise. It felt lightweight on my lids and stayed put once it set. I also liked that the sticks were easy to layer, and came in matte and shimmery finishes.”
“This Ilia concealer is 100% replacing the last brand I had been using for years,” confirms associate editor Lauren Witonsky.
This blendable formula comes in many shades to help conceal dark circles and fine lines.
“My favorite part about this concealer is definitely the skin-like finish and lightweight feel, but it also lives up to claims of being medium-coverage with a blurring effect,” says Witonsky who has added it as one of her main beauty products.
This award-winning makeup balm can easily replace your moisturizer. It can highlight and add tint to your skin while delivering a smoothing effect. “On drier mature skin, a flexible, hydrating finish is often more forgiving than a heavy layer of matte coverage,” explains Houshmand.
If you’re looking for a smooth lipstick that won’t crack your smile, this is it.
“The formula is so creamy (which feels great on) but to get the formula to really stick, you would have to do some setting spray/powder, otherwise you can easily wipe it right off. Definitely something you need to reapply on throughout the day versus a lip stain,” explains Chomenko, who enjoyed its skin-friendly ingredients.
Julie Ricevuto says this SPF 30 BB cream is ultra-hydrating with its niacinamide-loaded formulation and blends easily.
“The Dr. Jart+ BB cream gives my skin the most natural, luminous glow with light coverage that has a ‘your-skin-but-better’ look to it,” she summarizes.
Award-winning hair care under $50
Aging hair also needs great ingredients and this formula from L’Oreal delivers color protection and hydration. It is infused with rosemary and arginine to help nourish the scalp while delivering growth. Use it along with its award-winning shampoo duo to maximize your hair care routine.
This shampoo is dermatologist-approved for its thickening ingredients. “I like this one! This is an option for fine, fragile hair when the goal is a fuller-looking result and less breakage. I would describe its benefits in terms of hair appearance and manageability,” mentions Houshmand.
Reduce frizz and smoothe your grays with this award-winning hair mask containing amino acids and keratin.
Senior editor Evan Siegel’s mom, Maren Siegel says, “This hydrating hair mask did a nice job of ‘deflating the fluff’ that my curly, thick and peppered hair often struggles with. Once applied, my hair was smoother, softer and turned the usual puffy frizz into wavy, pillowy curls. It also held the whitish hue in my gray streaks, instead of turning them dull and yellow. Unlike purple shampoos, which accomplish the same result but tend to leave a harsh, brittle texture, this product was gentle and kind to my aging hair while keeping its color’s integrity.”
Editor Kamari Stewart-Jackson tested this growth formula and says she noticed a difference on her eyebrows after use.
“The brand says you have to use every day and night for six weeks for the best results but, as any regular person would, I was pretty inconsistent, only using a couple times a week. I think it’s impressive that I’ve seen results just from that; I’m sure I would see even better results from more regular use,” she notes.
If you want thicker, fuller hair, this scalp serum is designed to boost hair density and reduce shedding.
“This serum combines a peptide and red clover complex with caffeine and other scalp-care ingredients. It may appeal to someone seeking a lightweight cosmetic addition to a routine focused on fuller-looking hair. I would keep expectations realistic, since the brand’s study was small, and be selective for sensitive scalps because the formula contains essential oils,” explains Houshmand.
Award-winning beauty tools under $50
These Korean beauty mitts are great for in-shower treatments. They are easy to use and can be used as a washcloth.
“It’s like a deconstructed loofah, which we like because it gets aired out and can fully dry, versus who knows what is living in a loofah,” says Brach.
This brand has been around since 1889 — now that is heritage! The paper patches help in reduce the appearance of fine lines and wrinkles when you wear them overnight.
Fenton tried these and says she “was surprised to see my lines diminished a little more each time I used the patches. With a whopping 144 patches in one pack, I feel like I’d see impressive rules with even more continued use before needing to replenish my stash.”
If you’re into dry brushing, this tool won an award for its ergonomic base and vegan bristles.
“One of the standout features of this brush is its soft, yet densely packed vegan bristles. The bristles feel firm enough to exfoliate effectively, yet gentle enough not to irritate my sensitive skin. I’ve tried a handful of dry brushes over the years, and none have come close to the softness of this one,” says writer Daley Quinn.
This award-winning cooling device is designed to sculpt your face and reduce puffiness.
“I have been using this face sculptor in the morning and it’s been super helpful in de-puffing my skin — my under-eyes are so puffy in the morning. The cooling aspect also just feels so good on my skin when I wake up!” shares Julie Ricevuto.
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.
- Elizabeth Bahar Houshmand, MD, is a double board-certified dermatologist and internist based in Dallas, Texas. She is a diplomate of the American Board of Dermatology.
- Robert Anolik, MD, is a board-certified cosmetic dermatologist and a fellow of the American Academy of Dermatology.
- Dr. Rosemarie Ingleton, MD, FAAD, is a board-certified dermatologist, the Medical Director of Ingleton Dermatology and a Fellow of the American Academy of Dermatology.
- Adam Friedman, MD, is a dermatologist, professor and Chair of Dermatology in the Department of Dermatology at The George Washington University School of Medicine & Health Sciences.
Frequently asked questions
Shop TODAY’s Ageless Beauty Awards recognize the beauty products that stand out for addressing the evolving concerns many consumers experience over time. The awards highlight standout products across skin care, makeup, hair care, body care and beauty tools that deliver real results while fitting seamlessly into everyday routines.
Our goal is to help readers discover products that effectively address common concerns such as dryness, loss of firmness, fine lines, discoloration, thinning hair, volume loss and changing beauty needs, while offering strong performance, value and user satisfaction.
According to board-certified dermatologist, Dr. Rosemarie Ingleton, MD, retinoids and AHAs become essential as we mature. "As we age also increasing the moisturizing ingredients becomes more important as skin becomes drier with time. The frequency of use of retinoids (support collagen production) and AHAs (promote skin's radiance) should increase as the skin ages to get the most benefit, but both ingredients should be slowly titrated up, and should not be used so often that skin peeling and irritation occur," she adds.
Dr. Houshmand also recommends being consistent with your routine and stick with it. Other ingredients she recommends include:
- SPF: "It helps prevent additional UV damage that contributes to wrinkles, uneven pigmentation, and loss of firmness."
- Retinol and retinal: "These vitamin A derivatives can improve fine lines, texture, and uneven tone."
- Ceramides: "These help replenish the lipids in the skin barrier, reducing moisture loss and improving comfort."
- Hyaluronic acid and glycerin: "These humectants attract water, helping skin look temporarily plumper and making dehydration lines less noticeable."
- Niacinamide: "This versatile ingredient supports the skin barrier and can help improve uneven tone."
- Peptides: "They help improve the appearance of fine lines, but benefits depend on the specific peptide, its delivery, and the finished formulation."
- Vitamin C: "One of my personal must haves, a good vitamin C product provides antioxidant support and can help improve discoloration and signs of photodamage."
According to Dr. Ingleton, some people start noticing reduced density, a smaller ponytail, a widening part, graying and changes in texture or manageability. "Gradual changes in the hair fiber differ from pattern hair loss or sudden shedding. A noticeable increase in shedding or scalp visibility deserves an evaluation rather than automatically being attributed to age," she adds.
The Shop TODAY editorial team sifted through hundreds of beauty products throughout the year, including new launches, editor and expert recommendations, viral finds and TODAY bestsellers. From this larger pool, our team selected 115 products designed to address beauty concerns commonly associated with aging skin, hair and body care needs.
Products are sourced through brand submissions, editor recommendations, expert suggestions and market research. Selections represent a range of price points and categories, with a focus on innovation, efficacy and accessibility for a wide variety of consumers.
A team of 40 Shop TODAY editorial writers, editors and trusted testers evaluated products over a four-month period as part of their everyday beauty routines. Rather than relying on a single impression, testers use products in real-world conditions to assess how they perform over time and whether they deliver meaningful, lasting results.
Each product is evaluated using a standardized testing framework that considers effectiveness, overall satisfaction, ease of use, product quality, value and performance compared with similar products in its category. Testers also assess how well products address common beauty concerns that may evolve over time, including dryness, uneven texture, loss of firmness, fine lines, discoloration, thinning hair, volume loss and overall appearance.
Beyond numerical ratings, testers provide detailed written feedback about visible results, consistency of performance, comfort, ease of incorporating the product into a routine and whether they would continue using, repurchase or recommend it. This combination of quantitative scoring and real-world experiences helps us identify products that truly stand out for people navigating changing beauty needs.
Our editorial team reviewed quantitative tester scores alongside qualitative feedback to identify products that consistently delivered outstanding results.
While strong test performance was essential, editors also considered factors such as innovation, ingredient quality, value, ease of use, consistency of results and how products compared with others in their category. Particular consideration was given to products that effectively addressed concerns often associated with evolving skin, hair and beauty needs.
Select winners were also reviewed by beauty experts to validate ingredient choices, product positioning and overall effectiveness.
The final slate of winners represent products our testers would continue using, purchase again and confidently recommend to others.
The Shop TODAY editors and writers interview expert sources, test newly launched products and research emerging trends to find standout products worth recommending. Through a consistent, rigorous testing process, every product is evaluated using the same methodology to ensure fair and thorough consideration.
When a product earns a Shop TODAY Ageless Beauty Award badge, it signifies that it stood out among its peers for performance, quality and overall user experience. These are products our editors and testers genuinely believe are worth considering for readers navigating changing beauty needs and concerns.
Has your product been featured?
The Shop TODAY editors and writers interview expert sources, try newly launched products and search the internet to find the best products out there. Based on personal experiences and expert recommendations, we aim to make shopping easier for our readers. With our rigorous methodology created to ensure every product is reviewed the same way, we stand by everything we recommend across our broadcast, digital and social platforms.
Revision Skincare YouthFull Lip Replenisher
Revision Skincare YouthFull Lip Replenisher