Beauty lovers, rejoice: Shop TODAY’s 2026 Beauty Awards are here! This year, we narrowed down from a list of nearly 2,600 products across skin care, makeup, body care and more to find the best in every category, crowning a total of 120 winners.
To break the news, Shop TODAY executive editor Adrianna Brach stopped by Studio 1A with a sampling of our award winners. From longtime drugstore favorites that proved they can’t be beat to the new launches we’ve deemed actually worth the hype, these winners represent the best of the best currently on the market.
Just keep scrolling to shop these editor-tested-and-approved beauty products, and be sure to check out the full list of winners here.
Shop TODAY Beauty Awards winners seen on TODAY
Wavytalk Glow Time LED Therapy Mask
This mask combines red, infrared and blue light to give you multiple treatment options in one device, meaning you can reduce the appearance of fine lines and wrinkles, kill acne-causing bacteria and brighten dull skin in just 10 minutes a day. From the first use, testers say they noticed big improvement in their skin and the more they use this mask, the better their skin seems to look.
“The design is really well thought out — it’s not too heavy on and the charge lasts a long time, so it’s not too clunky to move around in if you want to wear this as you do the dishes or chores,” Brach says. “These light masks are such an investment, so the fact that this does all of these things in one makes it a smart buy for the beauty lover who wants to get the most bang for their buck.”
Plus, readers can get 50% off the Wavytalk Glow Time LED Therapy Mask through July 23 with our exclusive code: TODAYWAVY50
Beauty PSA: Experts say you’re supposed to be cleaning your brushes at least once per month. If you can’t remember the last time you gave them a good wash, it’s time to swap them out. At about $1 per brush, this set of 14 brushes has something for every step of your routine, plus a travel-friendly organizer.
“This is a Shop TODAY bestseller we’ve been singing the praises of for years,” Brach reports. “I personally own and love these.”
For years, our editors have sworn by Maybelline’s “Sky High” line of mascaras for long, lifted and defined lashes. The original previously won a Shop TODAY Beauty Award, and the waterproof version just earned the title of “best waterproof mascara” in our ranked series. And now, there’s a new formula to fall in love with: this tubing version.
Pro makeup artist Mone’t Howard previously told us that tubing mascaras are “made with polymers that wrap around each individual lash to create tiny tubes.” So, they usually last longer than traditional mascaras, because they don’t smudge or flake easily. At the end of the day, simply swipe down to pull the tubes off in one easy motion (no harsh rubbing needed).
Dr. Dennis Gross’ Alpha Beta Peel Pads are a personal favorite of Brach’s, and now the brand is leveraging its ingredient-packed towelette design in a self tanner for your body. Brach’s pro tip: As with any self-tanner, go lighter on or skip areas like your knees, ankles, elbows and wrists since the skin there is rougher and tends to hold onto more color.
“I loved how easy these body pads were to use — just one quick wipe all over my body before bed, and I woke up with a natural-looking glow,” notes commerce insights associate Lauren Andre. “They also helped smooth some of my rough patches and keratosis pilaris, so my skin looked brighter and felt softer. It was an effortless way to get both skin care and a subtle tan in one step.”
For this year’s Beauty Awards, we tested 25 of the most popular moisturizers on the market, and this lightweight one was among the best. It claims to be sculpting and lifting, and testers with very dry skin to very oily skin all raved about it.
“It hydrated my skin without feeling heavy, and my foundation applied smoothly on top of it,” reports commerce insights manager Donna Pilikyan. “I also noticed that my makeup looked great throughout the day and didn’t settle into creases or dry patches.”
“The formula is not greasy and absorbs quickly into the skin — ideal for someone with oily skin like me! It’s not too light and not too rich,” adds social video producer Dani Musacchio.
If you struggle with flat or thinning hair, this thickening duo may be just what you need. The brand says key ingredients like rosemary, biotin, caffeine and peptides stimulate the scalp, boost density and strengthen strands to create fuller-looking hair. Each bottle is less than $15 and will last months.
“This is my third bottle of this shampoo since I first discovered it last year, so I’m coming into this extremely biased,” admits deputy managing editor Jess Bender. “You would think this costs way more than $12 with the way it delivers on its promise of ample volume and density, but my bank account is relieved that this is the type of hair product I’m going out of my way to purchase.”
Shop TODAY Beauty Awards winners seen on The 3rd hour of TODAY
Dr. Marisa Garshick told us that peptides are a key ingredient to prioritize starting in your 30s and up. These non-irritating patches pair the powerful ingredient with niacinamide, hyaluronic acid and squalane help to soothe, brighten and moisturize the under-eye area, giving you visible results in just 10 to 15 minutes. Our testers are hooked, saying the teardrop shape helped to cover both the under eye area and the crow’s feet area, but you can position them based on the region you most want to target (even those lines on your forehead and brow area!).
Naturium’s body wash is a true multitasker, not only acting as a cleansing step for your body but also hydrating with its creamy peptide complex. It lathers up to give you that fresh and clean feeling, without stripping your skin of moisture or leaving it dry. Plus, it’s fragrance-free, so it’s great for sensitive skin.
Follow up after your shower with this lotion, which is also from Naturium and contains retinol, the gold standard for smoothing fine lines and crepey skin. A dermatologist previously told us that body lotions with retinol are great for treating ashy skin and body acne, fading brown spots and keeping skin smooth and tight. This contains 0.05% retinol, which is on the gentler end, plus nourishing ingredients like shea butter. The brand suggests using this lotion from the neck down to target uneven skin tone, firm and add moisture.
Our best cream eyeliner is another multitasker, making it easy to get clean, defined lines or go for a smoky look. What makes it different from other creamy eyeliners is its built-in tapered precision brush, which lets you blend across your eye. It’s great for mature and hooded eyes, too — our over-40 tester said most eyeliners smudge on her, but this one doesn’t make a mess.
“This is the first non-liquid eyeliner that I actually love,” confesses editor Shannon Garlin. “It allows you to seamlessly blend the eyeliner across your eyes and achieve a wing as sharp as liquid liners, but not as harsh! I love the brown shade and how subtle and long lasting it is.”
This touch-up pen works with just water to remove unwanted makeup… no cleanser or makeup remover solution needed! The dual-ended format gives you precision, thanks to its pointed edge, which is genius for getting stray mascara off of your brow bone or on your lower lid, or cleaning up lipstick and eyeliner.
“This will save you money because it’ll replace hundreds of cotton swabs, since you can reuse it over and over again,” Brach points out. “It’s also great for travel and on-the-go touch-ups. It’s super quick and easy to clean too… just wash with a mild soap or cleanser and let it air dry.”
Editor’s note: Our pick is now sold out, but you can still shop another bestseller from the brand, plus more Beauty Award-winning makeup removers, below.
More Beauty Award-winning makeup removers to shop:
- Best Mascara Remover: Lancôme Mascara Melter, $28
- Best Cleansing Balm: Dr. Althea Pure Grinding Cleansing Balm, $22.90
NuFace Fix Microwand
If you’ve been curious to try microcurrent at home, NuFace’s Microwand is our winner for best compact device. Experts say microcurrent devices work by stimulating the facial muscles to help your skin appear lifted and tighter, while also stimulating elastin and collagen. This one has a pen design that helps you target delicate areas, depuffing under the eyes, smoothing smile lines and plumping lips. The brand says just a few minutes in each area yields noticeable results, and dermatologist Dr. Sapna Palep told us you can use microcurrent devices like this three to four times per week to see results.
“To use, prep skin with the serum, and use quick flicking motions around the eyes, lips and forehead,” instructs Brach.
Plus, we’ve secured an exclusive code for our readers! Through July 30, you can get 30% off the Fix Microwand at checkout on the NuFace website with code: TODAY
Shop TODAY Beauty Awards winners seen on TODAY with Jenna & Sheinelle
“Love love love this eyeshadow stick,” raves editor Kamari Stewart-Jackson. “I use the thicker side to swipe some product onto my eyelid and was successfully able to blend it out with both my fingers and a brush. It dries into a powder at the perfect rate so I’m never rushing to blend it out. It’s very buildable so I usually do one or two swipes for a natural look and then I’ll apply more when I want something a little bolder. If you’re doing more precise eyeshadow looks, the thinner end is perfect.”
Moroccanoil Treatment Mist
“When Moroccanoil launched its original treatment in 2008, the brand sparked a global obsession with argan oil, and today it’s still the gold standard for premium oil-infused haircare,” Brach says. “This year, the brand launched this light-as-air dry oil spray, which is formulated for weightless, hands-free application. You can use it from mid-lengths to ends on wet hair to prep for styling, or on dry hair to tame flyaways and frizz. One of our testers says she has very frizzy hair, but she used the Moroccanoil Treatment Mist and it kept her hair smooth and shiny, even in the humidity.”
Dermaflash Cool Sonic Depuffing Tool
“The way this massages out all the stress out of my face after a long day or snatches me up before heading out the door for work is a kind of pleasing I haven’t felt before — I feel like the type of girly who can afford to get a lymphatic drainage facial every month, except I’m able to do it practically every day for one easy payment,” shares Bender. “Unlike other facial massagers that tend to be bigger and clunkier in size, it’s nice that this option is small enough to easily tackle the eye area with relative ease. And what a blessing that is! This feels incredible around the lower eyes and lids!”
Now through July 27, readers can get 40% off Dermaflash sitewide with our exclusive code: TODAY
“Armani makes the best complexion products… I’ve been wearing the brand’s foundation for years and now we’re loving this new skin tint,” Brach shares. “It comes in 20 shades. The formula is lightweight, buildable and easy to apply. Thanks to the hyaluronic acid in the formula, it’s hydrating too. And our mature testers vouch that this doesn’t settle into fine lines or pores.”
Urban Decay’s “All Nighter” setting spray is a classic for a reason, and the brand recently reformulated with an even finer mist. We asked a professional makeup artist Caitlyn Dominic how to make makeup last all day and she said a good setting spray at the very end not only locks everything together, but it also melts the layers into skin instead of sitting on top. This setting spray does exactly that. One tester says this kept her makeup on through a long day of 100 degree weather!
More Shop TODAY Beauty Awards winners
“If I could give this lotion a 200/5, I would,” gushes Stewart-Jackson. “After using this for a few weeks and noticing how much I’d already gone through, I said to my husband, ‘I’m going to be really sad when I finish this.’ Nivea is a classic and they’ve delivered once again with this cocoa butter body lotion that is perfectly lightweight yet still moisturizing for the entire body. The scent is even a little nostalgic for me, because it smells like the super heavy cocoa butters I grew up using but this one is light and great for summer. I have really dry skin all year round and this leaves it both looking and feeling hydrated without leaving me feeling greasy.”
“Most brow pens give you strokes that are too thick, so your brows tend to look colored instead of shaded, but not the ColourPop Brow Boss,” shares special projects associate Jordan Murray. “The thin pencil allows for more precision and a lighter touch. The shading resembles the look of real hair and is undetectable. And, it remains undisturbed when I layer my brow gel on top. Plus, I love that it comes with a spoolie attached, so I don’t need to reach for another brush.”
“When it comes to nail polish, I don’t love a heavy polish. This one is quick-drying, long-lasting and so easy to apply,” reports tester Julia Moon. “For me, it lasted around five days, which is impressive considering how often I wash my hands or use them. The color is beautiful and I love that it didn’t smudge right away, I gave it the time it needed and the results have lasted so well. I know I’m going to use this until the last drop.”
“If you’re already a fan of Aquaphor like me, you’re going to love this balm,” claims Musacchio. “Its uses are endless. Pop it in your purse and use it on dry elbows, chapped lips, under eyes, you name it. I got a tattoo and applied a thin layer of this balm on it twice a day to help it heal beautifully.”
After years of searching for a product that could help tame her curly flyaways, one editor says she’s found her slicked back holy grail product in this wand. It doesn’t make her strands feel stiff or flaky, meaning she can go a few days with it before needing to wash her curls.
“I usually use oil before body butter and lotion, and I really liked trying this version out because the scent was nice but not too overpowering,” says senior social media editor Bianca Clendenin. “I could really layer without it interrupting the flow of all the other scents. Moisture wise, I felt like my skin was soft and had a nice shine, especially for the summer.”
“Like all Rhode products, it has the creamiest formula that blends like butter and doesn’t dry out the skin,” notes Murray. “I love the stick packaging because it makes it easy to apply. For my cheeks and forehead, I apply it directly to my face, but for precision on my nose, I use a brush. The product picks up on the brush nicely and transfers the same as it does directly from the tube. I also love how the shade has bronze undertones and isn’t ashy.”
“I really loved this product,” raves associate producer Cassidy McKenna. “You’re instructed to use it after cleansing, and the combo of a cleanse and face wipe leaves your face feeling so clean and fresh. My face really felt nice after using. There is a very subtle stickiness left after using the pad, but it also instructs you to wait until the product fully drys before continuing on with your nighttime routine, which was easy. It left my face with a dewy look and feel.”
Over the last year, I’ve personally struggled with hormonal acne around my chin and cheeks. During my worst breakouts, I’ve used Tower 28’s hypochlorous acid spray religiously (three to four spritzes morning, night and sometimes here and there throughout the day) and I have noticed how much more quickly my breakouts heal. It has a very soothing feeling and isn’t at all harsh or difficult to pair with actives that may be a part of your skin care routine. Even if you’re not acne-prone (lucky duck!), it has a ton of uses for stressed-out skin, from sunburns and rashes to eczema, rosacea and post-workout redness. I’ve even put a few friends onto it.
“It feels really satisfying to brush the curved applicator through my caked-up lashes and have product melt off,” Bender shares of this mascara remover. “The mascara that remains under my eyes was giving ‘crying in the club’ vibes, so be prepared to give the eye area some extra love when finishing your cleansing routine. The squalane within the formulation also helps leave my lashes feeling soft at the end of the day.”
Personally, this just might be the best hair mask I’ve ever used. It’s got a deliciously thick and rich paste-like consistency (nothing like some of the watery masks I’ve tried in the past, where half of the product drips off onto the shower tiles). For almost two months, I’ve been using it once a week, leaving it on for about five minutes and rinsing it out to feel incredibly silky strands. It’s been a godsend for summer, when I’ve been putting my dyed hair through the wringer between dips in the pool, beach time and extra showers.
“I honestly loved using this toothbrush from the first time I tried it. It has a lot of power, but it still feels gentle enough to use every day, and my teeth always felt super clean afterward,” says Pilikyan. “The battery life was also amazing — I barely had to think about charging it, which made it really convenient, especially when traveling. Even though it isn’t the cheapest electric toothbrush, I think it’s absolutely worth the $120 because of how well it performs and the overall quality.”
“I really enjoyed using the BaBylissPRO Nano Titanium StyleSwitch Ionic Multi-Styler & Dryer,” notes Pilikyan. “One of my favorite things about it is how lightweight and quiet it is compared to other multi-stylers I’ve tried. It was comfortable to hold for longer styling sessions and delivered results that were very comparable to its more expensive competitors.”
How we chose the Shop TODAY Beauty Awards winners
The 2026 Shop TODAY Beauty Awards mark the fourth year of our annual franchise, for which editors and staffers across TODAY put hundreds of beauty products to the test to uncover the very best. To build this year’s list, we sorted through nearly 2,900 new launches, editor favorites, trending buys and trusted classics before selecting 420 products for hands-on testing. Over the course of two months, we worked these products into our daily routines, evaluating each one for quality, value and overall performance across hair, skin, body and makeup. After countless swatches, applications and wear tests, we narrowed the field to 120 winners that truly stood out. To ensure our picks met the highest standards, a panel of beauty experts also reviewed many of the winning products, weighing in on ingredients and other key factors before giving their final seal of approval.
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. Learn more about Shop TODAY.
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.
- Caitlyn Dominic is a Charlotte, North Carolina-based makeup artist.
- Dr. Dara Spearman is a board-certified dermatologist and founder of Radiant Dermatology Associates.
- Dr. Jenna Queller, MD, FAAD, is a board-certified dermatologist and the founder of DermWorks.
- Dr. Marisa Garshick is a board-certified dermatologist at MDCS Dermatology.
- Dr. Sapna Palep is a board-certified dermatologist and co-founder of Journelle Skin.
- Sarah Tanno is a celebrity makeup artist and the the Global Artistry Director for Haus Labs.
- 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.
Has your product been featured?
Shop TODAY is editorially independent, and our team of editors and writers work hard to pick the best products to share with our readers and viewers. We may license our logo to brands or products that have been featured on Shop TODAY. Click here if you’re interested in licensing your inclusion in Shop TODAY content or to learn more from our licensing partner, Wrights Media.
NuFace Fix Microwand
NuFace Fix Microwand