With hundreds of products on the market promising wrinkle-reduction and care, it can be difficult to build an effective beauty routine for mature skin. Thankfully, we have compiled a list of the best products to use as you age from our past Shop TODAY Mature Beauty Awards. Spanning all areas of skin, hair, body and makeup, these curated winners were hand-picked to ensure your beauty routine grows (and glows) with you.
Starting at 700 products, expert panels and testers, including women in their 80s, trialed and reviewed them all. Our Shop TODAY staff and editors jumped in, slathering serums and blended makeup over fine lines for up to eight months. These chosen standouts stood up to the test, earning their spots for value, satisfaction and quality.
We found everything. From hair care to a dark spot treatment and a jaw-defining serum, here are our lists of 2025 winners in one convenient place. Refresh your beauty routine with last year’s favorites and look out for our 2026 Mature Beauty Awards coming up in the near future to discover new finds!
Shop TODAY Mature Beauty Awards skin care winners
Many of our skin care winners are anti-aging products that reduce the appearance of wrinkles and fine lines. Our experts explain that products with higher concentrations of active ingredients are best, increasing collagen production to promote new skin cell growth and antioxidant protection.
We chose products with these properties in mind. Our anti-aging picks feature active ingredients like vitamin C, retinol and, it’s sensitive-skin-friendly equivalent, bakuchiol which help quicken cell turnover. To tighten loose skin, our experts recommended antioxidant-infused care including vitamin E, niacinamide and squalane, while ensuring these products are free of fragrance, grease and parabens.
RoC Eye Repair Dark Circle Cream
Best eye cream for dark circles
$29.99
Target
$38.99
Ulta
$38.99
RoC Skincare
Soft Services Software Update Performance Retinol Serum
Winner: Best body retinol
$44.00
Sephora
$44.00
Soft Services
Alpyn Beauty Clarifying Facial Oil with Retinol & Pink Algae
Winner: Best facial oil
$56.00
Sephora
$56.00
Alpyn Beauty
Dr. Brandt Bright This Way Glow Overnight Retinol Oil
Winner: Best splurge retinol
$82.00
Amazon
$82.00
Macy's
$82.00
Dr. Brandt
Dermalogica Pro Collagen Banking Serum
Winner: Best plumping serum
$89.00
Amazon
$89.00
Sephora
$89.00
Dermalogica
Tatcha Brightening & Firming Vitamin-C Serum with Ferulic Acid
Winner: Best plumping serum
$89.00
Sephora
$89.00
Tatcha
$89.00
Kohl's
Biodance Collagen Gel Toner Pads
Best moisturizing toner pads
$19.50
$26.00
Amazon
$20.80
$26.00
Sephora
$20.80
$26.00
Kohl's
Naturopathica 10% Glycolic Acid + Aloe Vera Resurfacing Pads
Best brightening exfoliating pads
$75.00
Naturopathica
$70.00
Dermstore
$75.00
LovelySkin
To elevate your mature skin care routine beyond cleansers and moisturizers, consider using a microcurrent device included in the list below. Experts say the low-level electrical impulses stimulate facial muscles to lift skin and increase elastin and collagen production in the cells. However, they note that longer-lasting results only appear with consistent use.
Hero Cosmetics Mighty Patch Micropoint for Dark Spots
Winner: Best dark spot treatment
$12.97
Amazon
$12.99
Ulta
$12.99
Target
Therabody TheraFace Depuffing Wand
Most innovative face tool
$169.99
Amazon
$169.99
Best Buy
$169.99
Bloomingdale's
Shop TODAY Mature Beauty Awards hair care winners
It’s important to protect your aging hair as it loses elasticity and volume. Experts say breakage and damage are the most common side effects with this and they stress that focusing on scalp health can improve overall hair health. These products were chosen for their protective, volumizing and strengthening abilities.
Moroccanoil Texture & Volume Hair Powder
Best texturizing hair powder
$30.00
Sephora
$30.00
Ulta
$30.00
Moroccanoil
dpHue Glossy Glaze Hair Coloring Treatment
Best in-shower color treatment
$29.00
Amazon
$14.50
$29.00
Ulta
Wavytalk Blowout Boost Brush
Best volumizing hair tool
$47.99
Target
$47.98
$69.00
Amazon
$47.98
$69.00
Wavytalk
Kérastase Densifique Densimorphose Hair Mousse
Best hair mousse for fullness
$50.00
Kerastase
$50.00
Sephora
$48.00
Kohl's
Shop TODAY Mature Beauty Awards body care winners
Just like your face, your body’s skin ages as well, and it’s important to take care of your body as it matures. These products aim to replenish and moisturize the skin on your hands, feet and overall body, featuring active ingredients like retinol, squalane and vitamin E for effective body care.
Josie Maran Pink Algae Pro-Retinol Body Butter
Best retinol body treatment
$42.00
Sephora
$42.00
Josie Maran
$46.00
Amazon
Murad Retinal ReSculpt Body Treatment
Best splurge body treatment
$79.00
Amazon
$79.00
Sephora
$79.00
Murad
CND Strengthener RXx for Nails
Best strengthening nail product
$15.57
$22.25
Amazon
$15.57
$22.25
Ulta
$17.84
$22.30
Beauty Brands
Shop TODAY Mature Beauty Awards makeup winners
As your skin matures, your serums and moisturizers don’t have to be the only nourishing elements of your beauty routine. Experts recommend formulas that hydrate and smooth the skin, compensating for the decreased oil production that causes makeup to settle in fine lines. These makeup award winners are lightweight and hydrating, making your face radiant and glowy while nourishing your skin and eyelashes!
Neutrogena Hydro Boost Hydrating Tint Foundation
Best hydrating foundation
$12.47
Amazon
$12.47
$13.94
Walmart
$12.49
Target
CoverGirl Simply Ageless 3-in-1 Liquid Foundation
Best full coverage foundation
$9.97
Amazon
$18.99
Ulta
$18.29
Target
Maybelline Lash Sensational Sky High Washable Mascara
Best lengthening mascara
$10.82
$13.99
Amazon
$12.19
Target
$13.99
Ulta
NuFace Fix Microwand
NuFace Fix Microwand