After another year of spritzing, swatching and scrubbing, the results are in — Shop TODAY’s Ageless Beauty Awards are here!
Our 63 winners were narrowed down from a pool of hundreds of products, vetted by our expert panel and incorporated into the daily routines of testers of all ages, including women in their 70s. Shop TODAY executive editor Adrianna Brach stopped by Studio 1A to share a few of our award-winning favorites, including a “miracle balm,” face sculpting tool and more beauty innovations.
From skin care to body care, hair care and makeup, scroll on to shop the winners seen on TODAY, and be sure to check out the full list of winners here.
Shop TODAY Ageless Beauty Awards winners seen on TODAY
As we age, our lashes become thinner, shorter and weaker, so choosing the right mascara becomes even more important. This mascara is formulated with lash-loving peptides, proteins and antioxidants, per the brand, so it works as a two-in-one step, depositing color and conditioning lashes. But it can also triple as an eyeliner, since the unique, skinny wand lets you really target the root of your lashes — you can even gently press the wand horizontally at the base of your lashes to get a “tightline” effect (no eyeliner pencils needed!).
The Jones Road Miracle Balm feels more like skin care than traditional makeup, thanks to its buttery texture that’s hydrating and blends in easily with a brush or even just your fingers. Dermatologist Dr. Elizabeth Bahar Houshmand says, “on drier mature skin, a flexible, hydrating finish is often more forgiving than a heavy layer of matte coverage.”
“This won for best two-in-one, but it comes in 15 shades and depending on which shade you’re using, the brand says Miracle Balm can replace your blush, bronzer, highlighter, color corrector, or even your moisturizer… so I’d even say it’s more like a five-in-one,” Brach shares. The Miracle Balm also comes in a miniature size for $20 for those who want a more on-the-go version.
Revision Skincare YouthFull Lip Replenisher
Apologies in advance, because this lip treatment from Revision Skincare just might ruin all other lip balms for you. It’s so good, Brach says you won’t want to use anything else! The squeeze tube has a ceramic applicator that’s easy to use and cool to the touch, plus a fresh minty flavor. The formula contains dermatologist-approved ingredients like hyaluronic acid and vitamins C and E, so it’s super hydrating.
“It really helps to fill in those lip contours and wrinkles and give the look of plumper, more hydrated lips,” Brach reports. “But my favorite part is the brand says it actually helps support natural collagen to visibly enhance lip volume over time… so you’re getting instant and long-term results.”
Plus, now through Nov. 4, you can get 20% off the YouthFull Lip Replenisher at Revision Skincare with our exclusive code: TODAY
CeraVe products are staples in our skin care routines that have stood the test of time, and the brand’s skin-renewing night cream is our pick for a moisturizer that helps restore the skin’s barrier while you sleep. Dr. Robert Anolik, board-certified cosmetic dermatologist and fellow of the American Academy of Dermatology, previously told Shop TODAY that this night cream offers a lot of bang for your buck for under $20.
Houshmand adds that “this is a practical and accessible option for mature skin because it prioritizes hydration and barrier support. Ceramides help replenish the skin’s protective barrier, hyaluronic acid attracts moisture, and niacinamide supports skin comfort. The fragrance-free formula also contains peptides, making it a useful moisturizer for someone who wants to address dryness and the appearance of fine lines in one step.”
When it comes to anti-aging skin care, don’t forget about your hands! They can actually be one of the spots on our body that show our age the most due to wrinkles, prominent veins and age spots. This collagen hand cream moisturizes and can help nourish hands with nightly use.
“A little goes a long way toward justifying the cost,” reports tester Vanessa Gavidia. “You only need a pea-sized amount for each use, meaning the tube lasts a long time.”
Shop TODAY Ageless Beauty Awards winners seen on 3rd Hour of TODAY
If you want super soft skin, Brach says exfoliating is key (especially in the colder months, when skin can get ashy and dry). These exfoliating mitts are basically like an easier-to-use loofah, which we like because they get aired out and can fully dry. Because who knows what is living in your old loofah?
Brach’s pro tip: Pair with your favorite body wash to get a good lather going and tackle two steps at once.
“Hormonal changes during perimenopause and menopause can make dryness and sensitivity more pronounced,” Houshmand explains, which is why it’s smart to up the moisturizing ante as you age. Houshmand says Weleda’s Skin Food Ultra Rich Body Cream is great for very dry areas such as the hands, elbows and shins.
The cream is designed to moisturize dry, rough skin from head to toe, and it even doubles as a primer to get a smooth, hydrated canvas for your makeup, per the brand.
Face patches are a hot beauty trend right now, but this brand has been around since 1889. They’re paper patches that help with reducing the appearance of fine lines and wrinkles when you wear them overnight
“So when we are expressive… happy, upset, surprised or thinking too hard… our muscles move and we’re kind of “training them” to create these lines,” Brach explains. “But the brand says wearing their patches overnight consistently helps train your muscles to stop moving… the results are basically a response to the patches working like a splint on the skin that holds the muscles in place.”
Grace & Stella make some of our favorite self-care and beauty products, and this one is similar to our favorite eye patches, but concentrated into a serum for an instant pick-me-up.
“I’m a mom who never gets enough sleep, and applying this in the morning is such a lovely ritual that’s also super fast and easy,” says tester Dory Zayas. “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.”
According to dermatologist and professor Dr. Adam Friedman, our skin becomes thinner and drier as we age. The same goes for our feet, which is why it’s important to take care of your feet the same way you do the rest of your body. These moisturizing masks are packed with hydrating ingredients like shea butter, hyaluronic acid, macadamia and coconut oils to leave your feet feeling soft and smooth. Just slip them on, relax, and let them work their magic.
The brand likens using this tool to a no-appointment-needed daily facial. The three-in-one sculptor is cool to the touch, with rolling beads to help massage and depuff while promoting a lifted and sculpted appearance. Flip it over for its gua sha design, which you can use to target different contours of the face and neck.
More Ageless Beauty Awards winners
“I think this is an excellent beginner retinol,” offers senior producer Mirjam Lablans. “It’s a very light product, blends in easily. My skin felt smooth after, and I particularly noticed the skin on my forehead looked more even.”
“[You] definitely need to move slowly with this product; my skin got a little irritated because I thought it wasn’t a big deal to use it more frequently than it initially advised, as I had used OTC retinol creams before,” Lablans adds. “The pump only puts out a tiny pea-sized amount per pump, which is helpful in reminding you to limit how much you use. Once I dialed back how frequently I used it, my skin settled down.”
As a self-proclaimed sweaty girl, 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 trick is to apply it at night, just before bed, to give it extra time to work while you sleep.
“What appeals to me about this formula is the combination of sheer color and conditioning ingredients, including shea butter,” Houshmand notes. “For lips that become drier with age, an emollient tint can soften the appearance of dryness and give a smoother, more supple look without relying on heavy pigment.
“I’m usually a skeptic about hair growth products so, admittedly, I didn’t think this one would actually work. But I have to say, I’ve actually noticed a difference in how quickly my eyebrow hairs grew back after getting them threaded,” editor Kamari Stewart-Jackson admits. “I started using it to fill in some spaces I had in my brow from over-plucking years ago (because who didn’t?). The brand says you have to use it every day and night for six weeks for the best results, but, as any regular person would, I was pretty inconsistent, only using it 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. It’s really easy to apply and, thankfully, not messy at all.”
“The combination of encapsulated retinal with moisturizing ingredients, including hyaluronic acid and barrier-supporting lipids, makes this an interesting option for mature skin,” Houshmand calls out. “Retinal can help improve the appearance of fine lines and uneven texture, while the moisturizing base addresses dryness. I recommend introducing it gradually so irritation does not undermine the benefits.”
This tightening body serum gives the effect of turning back the clock to give you a more youthful, toned appearance from the neck down, thanks to ingredients like pro-nad+ complex, microalgae and jojoba to firm and lift. For best results, you can apply twice daily on clean, dry skin in upward strokes.
Tester Jen Share Enriquez says she really likes how lightweight it is, absorbing quickly without feeling sticky or heavy and leaving skin soft and hydrated. She even said she noticed “it helps slightly with some of the sagginess and crepiness, making [her] skin look a little smoother and firmer.”
“What interests me about this formula is its attention to the scalp as skin,” Houshmand comments. “It combines glycerin and niacinamide with biomimetic peptides, bringing hydration and scalp care into the conversation about aging hair. The brand’s early study findings are interesting and look to help with greying hair.”
“This is so good. I have personally used both the serum and cream formulation,” Houshmand raves of this peptide moisturizer, which is a good option for those looking to address visible lines and texture while maintaining hydration. “I appreciate that the brand has evaluated the finished formula rather than relying exclusively on ingredient-level research. I would position it as a topical complement to a skin care routine, with expectations centered on smoother-looking skin.”
Dermatologist Dr. Rosemarie Ingleton told us that when it comes to aging, “the earliest signs are skin dullness and fine lines/wrinkles.” This tool from popular K-Beauty brand Medicube can help.
The Booster Pro is designed to do exactly what the name suggests: it “boosts” your skin care routine, per the brand, delivering firming, brightening, tightening and rejuvenating effects in a single device through a combination of LED, microcurrent and EMS technology. Plus, it can be paired with your existing products to help your serums, treatments and oils absorb better, so you’re getting the most out of every product.
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. Products were independently chosen by members of the Shop TODAY team along with Adrianna Brach.
- Adrianna Brach is the executive editor at Shop TODAY, with over a decade of experience as an editor covering beauty, fashion and shopping.
- 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 in New York City and a fellow of the American Academy of Dermatology.
- Dr. Rosemarie Ingleton, MD, FAAD, is a board-certified dermatologist in New York City, 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 in Washington, D.C.
- Shop TODAY is a team of shopping editors and writers who spend hours every day finding the best new products, tried-and-true favorites and more finds that are worth shopping, according to our high standards.
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.
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
