Similar to when you enter teenhood, your early 20s and maybe motherhood, your body and skin tend to change. This especially happens as you start to age, with your body, skin and hair developing fine lines, wrinkles, gray strands and more.
Shop TODAY's Mature Beauty Awards aims to provide readers with editor-tested, Mom Squad-approved products that combat these anti-aging woes.
This list is made up of splurge-worthy and budget-friendly finds alike, with name brands and under-the-radar picks scattered throughout. Plus, they're all available on Amazon — scroll through to shop award-winning solutions for dry skin, fine lines, graying hair and more.
Mature Beauty Award body care winners found on Amazon
Mom Squad member Jude Bender (and mother of deputy managing editor Jess Bender) called this formula just right. Not too greasy, not too silky — just right.
"It's so moisturizing yet doesn't lease my skin feeling greasy or sticky," adds partnerships manager Klay Drageset. "I stay moisturized all day! I definitely feel like the retinol and niacinamide are making my skin firmer as well."
We loved our pick for best budget retinol body lotion so much, it's a repeat winner! This lotion combines the use of retinol, licorice root, vitamin E and ferulic acid to provide you with all-over, anti-aging results.
"I was skeptical about this one, since I've tried other retinol-based body moisturizers and they all smell pretty terrible," says TODAY senior lifestyle editor Rachel Sylvester. "I was surprised because the scent is so light [and] lovely, and I ended up really loving this as a night cream post-shower."
You don't need to splurge on luxury beauty items to achieve goals of hydrated, smooth skin. This affordable and sizable pick from Saltair was well-loved by photo editor Vivian Le for its light consistency and the way it easily blends into her skin.
This lotion in particular has four goals: soothing and nourishing dry skin, maintaining skins' moisture and restoring and replenishing fatty acids.
Production associate Audrey Ekman sings the praises of this body butter, noting "it has a deliciously thick, creamy texture that absorbs into the skin for lasting hydration that's non-greasy. Thanks to gentle exfoliating ingredients in the formula, it also gently smooths rough, bumpy areas, like the backs of my arms (without causing irritation)."
"This is a skin care product that is absolutely worth investing in," says senior social media editor Kate McCarthy. "I felt like I had a mini spa in a bottle right on my bathroom counter. It had a light, subtle smell that felt so luxurious, and the cream itself was thick and hydrating, without feeling greasy."
Mature Beauty Award hair care winners found on Amazon
"My hair has a much thicker appearance after use," says commerce editor and producer Julie Ricevuto. "It uses biotin and hyaluronic acid, so my hair feels softer, too."
The brand promises 200% thicker and more voluminous hair compared to general shampoos, and recommends utilizing this as step one in a three-step routine with their conditioner and thickening spray.
Lock in color, prevent frizz and ensure shiny, smooth strands with the use of this conditioning glaze. It takes little to no time to apply and massage the solution through your hair in the shower, before letting it sit for up to three minutes, then rinsing it out.
It's available in seven different shades to match the strands of your hair, and is even safe to use on color-treated hair.
It's no secret that your hair color changes as you age. This editor-loved cover-up spray provides a precise application (ensuring you don't miss any pieces of hair), is available in a variety of shades and doesn't transfer onto pillowcases or baseball caps — further proving its longevity.
For salon-like results without having to leave the comfort of your home, put your trust (Ricevuto does!) in this easy and quick-to-use hair tool.
It utilized ionic smoothing power that tames frizz and flyaways, providing you with sleeker, smoother hair with each pass through. And, it has five different temperature settings to toggle through, depending on your hair type.
This spray transforms hair from looking dull and flat to bouncy and full of volume. Its formula stands tough against humidity, working to maintain and preserve volume, no matter the weather.
Said volume lasts for up to two days, per the brand, when sprayed in either damp or dry hair.
Mature Beauty Award hand and foot care winners found on Amazon
This easy-to-use spray helps you achieve the same results as a foot mask, minus the mess! Spray it onto designated areas such as the heel or soles of your feet, rub solution in and watch dead skin flake away, then rinse feet off in the shower.
Coconut and aloe help the formula go on smooth, further soothing the feet while you massage away dead skin, rather than leaving a rough texture behind.
“Your nails need this product,” says Jude Bender. Consider us sold — this powerhouse product works to strengthen nails in as little as 14 days.
It has two specific goals: to take care of and condition the nails, which is made possible thanks to ingredients like celery seed extract and Tsubaki oil.
Editor Vivien Moon describes this product as the "Goldilocks of hand lotions," further noting that it has a formula that strikes the perfect balance between "not too lightweight," and "not so rich" that her hands feel greasy after use. Plus, she can't get enough of its "luxurious" scent of cashmere vanilla.
Tackle a myriad of anti-aging woes with this all-in-one serum: crepiness, brittle cuticles, fine lines, wrinkles and more. It was carefully tested by dermatologists, who approve its ingredient list consisting of peptides, retinol and 5% AHA.
Mature Beauty Award makeup winners found on Amazon
Available in 20 different shades, this multipurpose eyeshadow stick has 3-in-1 capabilities, allowing you to prime, shadow and draw lines on your eyes to complete your next best eye makeup look.
It's available in neutral shades and pops of color, as well as shimmery, glimmery textures or a more solid, subtle look.
Looking for an under-eye concealer that won't sink into fine lines? Experts recommend this affordable pick from Revlon. Key ingredient caffeine helps to decrease the appearance of puffiness, while vitamin C brightens the under-eye area.
A trifecta of ingredients (including a hyaluronic complex, niacinamide and vitamin C) work together to not only provide you with a full-coverage look, but lessen the look of fine lines and wrinkles, while helping skin feel hydrated.
"Who knew my lashes were this long?," asks social media associate editor Dani Musacchio. "It also left my lashes looking curled, which is impressive because they’re normally pretty flat. While this mascara isn’t super volumizing, I like how it feels weightless on my lashes and doesn’t feel like I’m wearing mascara at all."
Musacchio also says it "lives up to its name as a lengthening mascara," especially with an under-$10 price point.
Sarah Whitman, Mom Squad member and mother of partnerships associate editor Lauren Witonsky, adores the "wonderful consistency" of this lip oil, that melts ever so slightly onto your finger, allowing for a smooth application.
"My lips felt soft and hydrated even initially when I put it on, and it worked well overnight," she says.
Board-certified dermatologist Dr. Marisa Garshick recommends this concealer due to its skin care-forward ingredient list. Its name boasts the hydrating qualities brought upon by key ingredient, hyaluronic acid, which works to hydrate the skin while concealing fine lines, wrinkles, under-eye areas and more.
This portable foundation "is a game-changer for me, offering a moisturizing foundation in a convenient stick form," says Mom Squad member, Julia Moon, mother of editor Vivien Moon. "It glides on effortlessly, providing a radiant and beautiful finish that hydrates while evening out my skin tone. Perfect for a quick, luminous glow on the go."
Both TODAY news and trending reporter Anna Kaplan and commerce integrations producer Checka Ciammaichelli admit that this lip balm earned a spot in their lineup and rotation of lip products, beating out former favorites.
"It fills in the lines in my lips and makes them look super plump while also acting as a gloss," says Ciammaichelli.
There's high expectations for this concealer, as the name implies it can truly do it all. It promises 16 hours of comfortable wear, without cracking or creasing, as well as four different solutions to skin woes, working to brighten, conceal, plump and brighten skin.
It has a vitamin-forward ingredient list that includes vitamins B3, B5 and E to improve skins texture and radiance.
The purpose of a lip oil is threefold, according to Shop TODAY writer Colleen Sullivan. They combine the "color of a lipstick, the shine of a gloss and the hydration of an oil." This editor-approved lip oil checks all of those boxes!
Apt for "older women," according to the brand and designed with sensitive skin and eyes in mind, this mascara combines a hypoallergenic formula with a wand that disentangles and lifts lashes to provide you with added volume.
Jude Bender compliments this primer's lightweight application, going on smooth and remaining as such all day, without weighing skin down or feeling heavy afterwards.
It also includes SPF 30 to further protect the skin while helping makeup remain in place all day.
This primer is safe for all skin types, including mature skin that doubles as oily or dry. Its TSA-friendly and portable size helps make it easy to pack along for destination weddings, weekends away or even tossing into your purse for a night out when you want makeup to stay in place.
"Cream blush is always a go-to for creating a natural flush on the skin," says an expert we previously interviewed. They especially admire how Jouer's stick comes outfitted with a blush on either side, each in a different tint to apply to cheeks or lips.
It pulls properties from ingredients like shea butter, vitamin E and rose hip oil to go on soft and smooth.
Mature Beauty Award skin care winners found on Amazon
Truly a hero in the acne patch space, Hero Cosmetics' patches have helped editors rid cheeks, shoulders, foreheads and more of pesky pimples. Now, they're hoping to combat dark spots that are left behind once blemishes go away.
Four ingredients aim to rid the appearance of dark spots: licorice root, niacinamide, vitamin C and tranexamic acid. Vitamin C plays an active role in hoping to brighten skin and diminish dark spots.
Rather than aloe vera or a host of other soothing ingredients commonly found in facial beauty products, this serum employs the use of oat kernel extract to avoid irritating the skin while leaving behind a "silky smooth feel," according to the brand.
Overall, this product aims to reduce redness with each swipe, with best results seen if used twice daily.
L’Oreal Paris is a recognizable, household name brand that’s been a mainstay in our grandmother’s bathroom, mother’s beauty routine and even in our own. We love this face moisturizer for its anti-aging ingredients of hyaluronic acid, pro-retinol and vitamin E, the visible results after four weeks of consistent use and its non-greasy consistency.
“This is such a unique product, since it’s the toner version of the brand’s viral face mask,” says Garlin. “I love that I can use these daily and it takes less time to use than the mask. I feel like it helps me reap the hydrating and plumping benefits of the face mask in less time. I’ve been using them at night after cleansing my face and it skin feels ultra moisturized and dewy.”
Skin felt "smoother to the touch" for one of our writers, after just one week of using this vitamin C serum. This affordable solution for dull skin does more than just brighten its overall appearance — it tackles fine lines, wrinkles and works to even skin tone.
Commerce studios producer Eden Strassburg applied this gel-based moisturizer during both a day and nighttime getting-ready routine.
"Since it is a gel, it's lightweight enough to wear under makeup or wear to bed and wake up with your face hydrated," says Strassburg. "I can definitely feel the pro-collagen effects while using this and would recommend this to anyone!"
We know what you're thinking, because we thought it too: this serum is "too good to be true," right? One of our writers put it to the test, applying it both morning and night for six weeks, and noticed an "immediate tightening" in the jawline. Its futuristic capsule container allows for modern-day, pain-free solutions to sagging skin and more defined jawlines.
"I’ve been using this product for months now and I love how clean and plump my skin has felt since," says writer Jannely Espinal. "The oily texture feels like a relief on my skin and love how smooth the texture is."
Espinal also notes that the formula feels gentle and hydrating upon application, and has a thick yet moisturizing feel.
Chebula is the main ingredient in this moisturizer, acting as an anti-aging agent and working to resolve five different signs of anti-aging, while promoting the skins barrier.
Its made with nontoxic and vegan materials, helping it remain safe for sensitive skin. Plus, reviewers say it has a non-greasy, soft and lightweight feel.
"I wear this serum day and night, and love how the serum has a thicker consistency than other skin care products in the market," says Espinal. "I’ve used this for three weeks and have noticed reduced fine lines on my face."
This serum was crafted for all skin types, and utilizes a pro-collagen preservation complex, polyglutamic acid and wild indigo as its core ingredients to plump, hydrate and radiate skin.
Mature Beauty Award tool winners found on Amazon
This simple tool helps resolve puffy skin or dark circles (or can provide ice cold relief on sunny, sweltering days). Store it in your freezer and pull it out when you're ready to use, swiping it "from the middle [of your face] and working outward — similar to the paths that I follow when using a jade roller or a gua sha tool," says writer Emma Stessman.
This 2-in-1 tool utilizes both heating and cooling technology, to provide you with results related to de-puffing, firmer, more radiant skin.
The angled tip is tailored to help you reach areas such as under-eyes and cheekbones, ensuring you're receiving the full benefits of the heat and cryo-therapy.
Meet the experts
- Lauren D’Amelio Ventre is a celebrity makeup artist, educator and brand founder of D’Amelio Cosmetics and The Art of Enhancement.
- Rogerio Cavalcante is a hairstylist and the founder of The Second Floor Salon.
How we chose
Shop TODAY’s inaugural Mature Beauty Awards features a combination of tried-and-true favorites and new launches across skin care, hair care, makeup and more, all addressing the concerns that may arise as your beauty needs evolves over time. From foundation that tackles dryness to red light therapy tools that targets fine lines and discoloring to volumizing hair styling necessities, these products have been approved by staffers across various age ranges and have solidified spots in our everyday routines.
Our team of editors and staffers sorted through and tested over 700 new launches, editor recommendations, trending and tried-and-true products to solidify our list of 70 winners. We incorporated products into our everyday, regular beauty routines over the course of up to eight months to see if they meet requirements when it comes to value, satisfaction and quality for hair products and tools. Finally, our panel of experts reviewed some of our winners to give their sign-off based on ingredients and other factors.
