It's time to celebrate! Shop TODAY's inaugural Mature Beauty Awards are here and there's no shortage of stellar products to shop. For the first time, our team of editors, along with our darling mothers, aunts and grandmothers, tested over 700 beauty items to find the 70 best anti-aging skin care, must-have hair tools and more to help get one step closer to the coveted fountain of youth.
In order to help bring you the latest and greatest beauty products, we combed through our award-winning picks to provide a list of cutting-edge essentials that recently launched. From a budget-friendly firming cream to a mom-approved hydrating serum, we've got you covered.
Keep scrolling to score new and improve formulas from top brands like Cetaphil, RoC, Laura Geller and much more — starting at $10. Whether you're stocking up on holiday gifts for your lifelong gal pals or eyeing a new cream to reduce fine lines, we've got something for everyone.
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Shop TODAY Mature Beauty Award-winning skin care products
This Amazon's Choice firming cream helps activate "sleeping surface skin cells" and firms face, neck and chest in just four weeks, according to the brand. Enriched with mandelic acid, this moisturizing formula is super hydrating, dermatologist-tested and suitable for sensitive skin.
“As a 65-year-old woman, I have tried many facial products and I would recommend this one for maturing skin," suggested Mary Lou McGarry, who is the mother of Shop TODAY associate editor Shannon Garlin. "It felt so soothing and has a firming effect. I did not have to apply much. I would definitely continue to use this product."
This hydrating serum is formulated with clean ingredients and absorbs quickly into the skin.
Say goodbye to crepey skin with this affordable firming body lotion from Cetaphil. This lightweight formula is very hydrating and is free of parabens. Satisfied Amazon customers speak to the product's softness, ability to lock in moisture and overall quality.
This award-winning body butter comes in five unique scents and provides 24-hour moisture, according to the brand.
"I really like how this product is not overly fragrant," said junior commerce insights associate Elizabeth Iskander. "It's a good subtle body lotion that doesn't feel too thick or too greasy."
As someone who hates her under-eye circles, this product was a game-changer for me. Not only was it super hydrating and brightening, but felt so good on my skin, which was reason alone to keep using in my opinion.
Deputy managing editor Jess Bender's mother Jude Bender also saw positive results with the Curology Hydro+ Eye Gel. [It was] "easy to apply," she said. "This product took away my morning puffiness. I love it!”
Tired of wrinkles? This dermatologist-tested cream from RoC is super hydrating and reduces fine lines and wrinkles. Infused with retinol and hyaluronic acid, this hydrating formula absorbs quickly into the skin and should be applied to the face or neck daily.
Feeling tired? Enriched with RoC patented retinol and niacinamide, this hypoallergenic eye cream helps reverse the look of dark circles and brightens the eyes. According to the brand, it is best to start with using this product every other day morning or night and slowly increase frequency.
Not only is this buzzy formula all the rage on TikTok, but it also won a Shop TODAY Mature Beauty Award for best instant eye treatment with a perfect overall score of 5/5. This editor-loved eye tightener instantly firms the skin and reduces the look of deep wrinkles and crow's feet.
"I've heard so much hype around Josie Maran's body butters so I was excited to add this new launch into to my body care routine," shared production associate Audrey Ekman. "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)."
While Ekman is a fan of the product, her only caveat is the overpowering powdery scent since the body butter is fragrance-free.
"I’ve done microneedling a couple of times, so I was expecting a tamer version of that procedure at home," explained Jess Bender. "Nope — applying this for the first time felt like a proper in-office treatment. The initial sensation startled me because I wasn’t expecting that level of strength, but it’s been extremely effective at evening out some of the rougher areas of my skin."
Shop TODAY Mature Beauty Award-winning hair products
Get instant volume with this lightweight formula from Moroccanoil that won our award for best texturizing hair powder. Made with lavender oil, this popular powder offers buildable results for a natural-looking finish and is suitable for fine to medium hair.
Want sleeker, shinier hair instantly? You're in luck! This heated brush from Wavytalk reduces frizz and features five temperature settings and LED digital display. With its two PTC heaters, this handy hairbrush cuts styling time by 50%, according to the brand.
Shop TODAY Mature Beauty Award-winning makeup products
"I fell in love with this foundation," raved Julia Moon, mother of commerce editor Vivien Moon. "It is a game-changer for me, offering a moisturizing foundation in a convenient stick form. It glides on effortlessly, providing a radiant and beautiful finish that hydrates while evening out my skin tone. [It's] perfect for a quick, luminous glow on the go."
Jude Bender also tested this Laura Geller Beauty Spackle Skin Perfecting Primer with SPF and noticed instant results. "[It] "smoothed my skin while feeling lightweight," she summarized.
Formulated with green tea extract, this soothing formula helps blur the look of pores and is good for all skin types.
If you're thinking of splurging on a makeup product, look no further than Danessa Myricks's Colorfix Stix. This versatile pigment stick comes in 10 unique shades, is easy to apply and provides a relaxing cooling sensation on the skin. Even cooler, the packaging is magnetic, which means you can customize your perfect stick with your favorite shades.
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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.
