Getting tired of your same old beauty routine? Are your products just not working as well as they used to? Well, Real Simple recently launched their 2025 Smart Beauty Awards in an attempt to help. They tested hundreds of beauty products, eventually narrowing it down to items that will enhance skin, speed up hair-drying times, and even reduce frizz and fine lines.
Heather Muir, Beauty Director at Real Simple Magazine, stopped by the 3rd hour of TODAY to highlight (no pun intended) award-winning picks from trending brands like Tarte, EltaMD, Ilia and more.
See below for name-brand picks and even some underrated favorites, starting at just $11.
Real Simple's 2025 Smart Beauty Award Winners seen on the 3rd hour of TODAY
While the ingredients in this serum seem to contradict one another (mountain cherry for tightening the skin and a peptide complex for relaxing fine lines), reviewers noticed an immediate difference.
"This serum is easy to apply, sinks in nicely and I haven’t had a negative reaction to it, despite my neck being very different from the rest of my skin," says one reviewer.
The brand says that this serum can even help to reduce the appearance of tech neck, with consistent and everyday use. Even better? You can now get this pick 20% off when you use the code TODAY at checkout on the brand's website, through 8/29.
If your nails are facing damage brought on by years spent getting acrylics at the salon, or have been the victim of a nail-biting habit, strengthen them with this one-step solution.
Simply brush the treatment over unpolished, clean, dry nails for up to three times a week for best results.
Caffeine isn’t just for your morning cup of Joe anymore. It’s been an increasingly popular ingredient in hair thickening products as a way to stimulate strands and promote growth.
It’s featured in this product’s ingredient list as well, working together with biotin, hyaluronic acid and peptides to further nourish and hydrate the hair.
For an eyeshadow stick that's easy to apply, proves to last all day and leaves you with a shimmery or matte finish, turn to Real Simple's pick for Best Shadow and Liner.
Within, you'll find a creamy, waterproof eyeshadow that the brand says will last up to 12 hours — seamlessly taking you from the office to date night without missing a beat.
We're big fans of Tarte at Shop TODAY, and Real Simple agrees, naming this concealer their top pick. It comes in a wide range of shades, and not only conceals dark circles, but works to brighten and soothe the under eye area as well thanks to key ingredients caffeine and aloe.
Experts we previously interviewed recommend mineral sunscreen for those with acne-prone skin, as they commonly include ingredients that won’t further irritate the skin.
This SPF blend is suitable for those with rosacea-prone skin, as it works to “neutralize” the redness brought upon by it.
More Real Simple Smart Beauty Award Winners to shop
Described by reviewers as "pure magic," this lip balm employs the use of skin care ingredients to work in tandem with SPF in order to plump, protect and further nourish the lips.
Plus, it's available in two different shades that pack a powerful amount of color.
When paired with the brand's conditioner bar, this duo earned the award for Best Shampoo and Conditioner during the Real Simple Smart Beauty Awards.
This shampoo bar has the same amount of product as three bottles of shampoo, according to the brand. Plus, it's easy to use — simply lather it in between your palms and into your hair for a less flaky, better-hydrated scalp.
In addition to Shop TODAY, Real Simple awarded this with the title of Best Mascara, due to its longevity and ability to truly lengthen lashes.
“The mascara applied smoothly without clumping, giving my lashes a natural yet extended look,” said one of our Mom Squad testers, Sarah Hoeger, mother of associate editor, Sierra Hoeger. “It performed well on its own, eliminating the need for a lash primer. Best of all, it stayed fresh and intact throughout the day.”
A lightweight formula provides a barely-there feel, with two finishes (matte or satin) in a variety of shades, whether you prefer a deep red or brown, or a pop of pink.
Made with shades that are designed to inspire, this cream-to-powder blush leaves behind a matte finish. The brand says it's sweat-, water- and humidity-resistant, meaning it'll stay put even on the warmest of days.
Say bye-bye to your blowout brush (at least at nighttime!). When combed through towel-dried hair, this styling cream promises they'll be smooth, frizz-free and shiny once fully dry.
This product also earned a Shop TODAY 2025 Beauty Award for best hydrating tinted moisturizer, with editorial assistant Madison San Miguel describing it as "hydrating," and "comfortable to wear before and after I used a setting powder, without the annoying “tight” feel."
Four different editors with four different skin types put this product to the test, delivering impressive results that left their skin with a dewy finish.
This combination primer and highlighter promises to enhance skin to give you a silky, glowy finish. It's available in five different shades that easily blend into skin without leaving a cast behind. Plus, it's suitable for sensitive skin and is made with clean, cruelty-free ingredients to prevent breakouts or flare-ups.
For "instantly transformed skin" per the brand, reach for this exfoliating scrub after your next shower. Ingredients like sweet rice and Balinese sea salt work in tandem to achieve anti-aging and brightening goals.
Plus, it works to absolve the skin of any dead skin cells without stripping skin itself.
Meet the expert
- Heather Muir is the Beauty Director at Real Simple and Health magazines.
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How we chose
The Shop TODAY editors and writers search the internet to find the best products out there. We interview expert sources, comb through customer reviews and even use our own personal experiences to make shopping easier for our readers. The products above were selected by Heather Muir and members of the Real Simple team.
As an editorial team, we independently create content and determine coverage based on research, reporting and what we think TODAY.com readers would like to read about. The goal of our content is to provide a service and inform readers who are on the hunt for the latest products to help make their life better. Items are sold by retailer, not TODAY. Pricing and availability are accurate as of publish time.
Medicube Collagen Jelly Cream
Medicube Collagen Jelly Cream