When it comes to the beauty products we recommend to our readers, we don’t give out the title of ‘holy grail‘ very lightly. Our editors spend most of their days going through viral trends, testing products for TODAY and documenting our thoughts on what’s up-and-coming to ensure that you, too, can find the beauty products that you can’t live without.
We hit many milestones in 2025 that testify that statement. We launched our third annual Beauty Awards, expanding it into other categories later in the year with Hair and Mature Beauty Awards, and hosted our first ever in-person event, Stages. All of which showcase our team’s dedication to ensuring that what we recommend is worth the hype (and most importantly, worth the price tag). Whether that was asking the Shop TODAY mom group to try new launches or our team members spending hours of their work day in our self-proclaimed ‘glam room’ to document our testing process, we are constantly reviewing products to find you the best of the best.
Below are just some of the hundreds of beauty products we rummaged through last year. Specifically, the 100 best beauty products our editors tried in 2025, from mature beauty must-haves to Shop TODAY award winners.
Our editors also recommend applying this product onto already-wet skin, for less irritation and a more-hydrated feel.
Size: Available in 1 and 2 oz. options | Key ingredients: Hyaluronic acid, vitamin B5, ceramides
What we like
MoisturizingMakes skin glow
At just under $10, The Ordinary Hyaluronic Acid 2% + B5 Hydrating Serum is a huge bang for your buck if you have dry skin, with a long-lasting and impressive quality that is worth more than the price tag.
An easy-to-peel off face mask that works overtime while you sleep.
Size: 2.53 oz | Key ingredients: Ceramide NP, collagen extract and adenosine
Wearing a mess-free face mask while you sleep doesn’t sound realistic, but Medicube managed to make the impossible, possible with the Collagen Overnight Wrapping Peel-Off Facial Mask. Per the brand, the face mask delivers up to eight hours of moisture and hydration, and comes off in one, clean-piece once you’re ready to start your day.
Medicube’s peel-off face mask in useCourtesy Aidan Bradley
Dealing with puffy eyes or dark circles? These under-eye patches are formulated with hyaluronic acid and provide a cooling effect to rejuvenate your eyes, says the brand.
Size: 6 pairs, 24 pairs or 48 pairs | Vegan: Yes | Scented: No | Key ingredients: Hydrolyzed vegetable protein, hyaluronic acid, glycerin and trehalose
What we like
Cooling effectMoisturizes and depuffs
From tackling dryness to dark circles, these Grace & Stella Eye Patches address multiple concerns while you wear, depending on the pack you choose.
“Whether my skin is feeling dry, tired or irritated, the second I put these patches on, it feels like my skin just had the most refreshing drink of water!,” raved social video producer Anita Chomenko on the Illuminating Eye Masks. “I always feel better after wearing these for even just 20 minutes. If you’re in a pinch, 10 minutes does the trick, too!”
This lip mask will leave your lips feeling soft and rejuvenated.
Flavors: 12 | Size: 0.7 oz | Key ingredients: Vitamin C, coconut oil, shea butter and berry mix complex
What we like
Moisturizing and smoothingNon-sticky
Something to note
In a pot; need to use fingers
Pucker up! A constant bestseller during Amazon Prime Day, holidays and any time of year, this Laneige lip mask deeply hydrates your pout with with a berry fruit complex, murumuru seed and shea butter while you sleep.
Use 2% salicylic acid and green tea to unclog pores and control oil.
Size: 4 oz, 1 oz and 8 oz | Key ingredients: 2% salicylic acid and green tea
With 2% BHA and other skin-clearing ingredients, pores and excess oil won’t have much power against Paula’s Choice Skin Perfecting 2% BHA Liquid Exfoliant. It’s a highly-rated product across many retailers, with many customers praising its efficacy on addressing current and preventing future breakouts.
This anti-aging moisturizer offers deep hydration and brightens the skin.
Size: 1.0 oz, 1.7 oz and more | Key ingredients: Vitamin C, vitamin E and hyaluronic acid
We rounded up the best Charlotte Tilbury products, and we obviously had to include the Magic Cream in the line-up. The anti-aging moisturizer does more than just hydrate — according to the brand, uneven skin tone and wrinkles can improve with consistent use.
“[I] will sing its praises to anyone who will listen,” boasts associate editor Kamari Stewart-Jackson. ”I love that it doesn’t make my skin feel heavy or extra greasy,” she adds.
Best sunscreen and SPF products
A tinted SPF that protects from powerful UV while also leaving the skin with a healthy glow.
Size: 1.7 oz | Shades: 3 | Key ingredients: Zinc oxide, titanium dioxide, ceramides and niacinamide | SPF: 30
What we like
Hydrating formulaLeaves no white castEasy to blend
This tinted SPF comes in three shades to even complexion and prevent a white cast. While we do wish for more shades, the brand claims the finish is sheer and flexible.
Editor’s pick
These innovative UV detection stickers turn purple when it’s time to reapply your SPF.
Comes with: 16 stickers in 1 pack; other pack sizes available | Key details: Hypoallergenic and latex-free adhesive
What we like
Durable against sand and moreTurns purple to notifyHas skin-mimicking technology
Something to note
Won’t turn purple if low SPF
New to UV stickers? Commerce writer Emma Stessman suggests in her review that they’re a great way to remember to re-apply your SPF.
“On a recent trip to Greece, I spent nearly a week lounging, swimming, walking around and spending a majority of the daylight hours in direct sunlight, but I didn’t get sunburned once — and I think a lot of the credit for that can go to these stickers,” she wrote in her review.
Before (left) and after (right)Courtesy Emma Stessman
A reef-safe Korean sunscreen, formulated to work well with sensitive and acne-prone skin.
SPF level: 45 | Size: 1.69 fl oz | Key ingredients: Glyceryl glucoside, panthenol, purslane extract, birch tree sap, homosalate, niacinamide | Reapplication: Every 2 hours
What we like
Blue light protectionMeets US FDA standards
Something to note
Mixed reviews on consistency
Commerce writer Danielle Murphy put multiple face sunscreens to the test for our Ranked series, and ranked this K-beauty pick a favorite for pairing with makeup. The formula is lightweight, leaves no white cast and consists of zero fragrance.
This lip balm provides SPF 15 protection and nourishes with a blend of shea butter, coconut oil and vitamin E.
SPF: 15 | Size: 0.13 Ounces
Because your lips deserve protection, too! Protect your pout from dryness and UV rays with this SPF-infused lipstick balm from Elizabeth Arden that was a top seller during Black Friday weekend last year.
An oil-free sunscreen that calms and protects the skin, without leaving behind a white cast or greasy residue.
SPF level: 46 | Size: 1.7 oz | Key ingredients: Zinc oxide, niacinamide, vitamin E | Reapplication: At least every 2 hours
What we like
Noncomedogenic formulaLightweight
“I’m pleasantly surprised by this sunscreen’s feel. It has a thicker consistency than other formulas but it doesn’t leave feel heavy on my skin,” Murphy previously said. “It also sinks in quickly, so I don’t need to wait long for it to dry down before adding makeup. I found that my complexion products worked well with EltaMD’s formula — never creasing or cracking — and even lasted a pretty long time on the face.”
Helps improve the appearance of scars and stretch marks overtime.
Size: 2 oz | Key ingredients: Vitamin E, chamomile and lavender oils
If you are looking for a solution to minimize the appearance of scars and stretch marks, the perenially adored Bio-Oil body oil serum is a true treat for post-surgery, pregnancy, acne scars and more.
The CeraVe Moisturizing Cream is rich, non-greasy, and fast absorbing formulated with essential ceramides that will lock in hydration to maintain the skin’s protective barrier.
Size: 19 oz | Key Ingredients: Ceramides, hyaluronic acid, petrolatum
What we like
InexpensiveLasts a long timeUnscented
Moisturize your skin from head-to-toe. Whether you apply on your skin or body (or both), this bestselling moisturizing cream from CeraVe supports and strengthens the skin barrier for smoother, hydrated skin.
This body wash is designed to provide 24-hour moisture and is a great choice for dry and sensitive skin types.
Suitable for: All skin types | Fragrance?: Yes | Size: 16.9 fl oz and more
Moisturized skin starts in the shower. Case in point: the much-hyped-about Bioderma Atoderm Shower Oil, which promises up to 24 hours of moisture for even the driest of skin.
This travel set will keep you smelling amazing no matter where you’re headed.
Scents: 4 | Includes: Bum Bum Cream, Brazilian Play Body Wash, Perfume Mist
All your body care travel essentials in one iconic Sol de Janeiro kit, featuring TSA-friendly bestsellers from the brand, so you smell amazing no matter your destination lands. Even better: It makes for an excellent last-minute gift if you’re ever in a time crunch.
Soften and cleanse the skin with the sweet smell of almond.
Size: 8.4 oz; other sizes available | Key ingredient: Sweet almond oil
With sweet almond oil as its star ingredient, this viral shower oil (which regularly sells out during major sales events like Black Friday and Cyber Monday) effectively softens and nourishes skin as you wash. But the sweet almond smell is what we can’t get enough of.
Infused with retinol to address firmness while hydrating dry skin.
Size: 4.0 oz | Key ingredients: Shea butter, vitamin C, retinol and glycerin
Something to note
Some users say pump broke
We think of skin care serums and treatments for just our face, but they are also useful in our body care routines, too. This pick addresses uneven skin tone, dryness, firmness and more for smoother and more hydrated skin with time.
This body cream moisturizes and firms the skin.
Size: 8.1 oz | Scent: Cheirosa 62 | Key ingredients: Caffeine-rich guaraná, cupuaçu butter, coconut oil
On Amazon, Sol de Janeiro’s Brazilian Bum Bum Cream boasts over 53,000 positive reviews and an average 4.6-star rating. Other retailers nearly echo the same, telling us that the hype around the body cream (especially its delicious nutty smell) is definitely real.
Nearly every person on the Shop TODAY team can’t resist Sol de Janeiro’s breakthrough creamBest hair care
Touch up your gray hairs with this quick stick that is also portable for when you need to touch up on the go.
Award: Best overall root touch-up | Score: 5/5 | Size: 0.1 oz. | Shades: 4 | Water resistant: Yes | Transfer resistant: Yes
What we like
Great coverageEasy to use
Stubborn grays? This affordable root touch-up stick offers a quick solution to hiding unwanted grey hairs, especially when you’re in-between salon appointments.
“A hairstylist recommended this to us and says to think of it like filling in those test score bubbles from school: Start off light, then go back and fill in where needed,” editorial director Adrianna Brach recommends. “[It’s a] genius little thing to throw in your purse and easily touch up in your car or even to travel with.”
Before (left) and after (right)Courtesy of Adrianna Brach
This set revitalizes your hair and provides frizz control.
Award: Best strengthening set | Overall score: 5/5 | Size: 16.9 oz. each | Key ingredients: Rice water, biotin and rice ferment filtrate | Sulfate free: Yes | Hair type: Fragile
Another Shop TODAY Hair Awards winner, the shampoo and conditioner duo above promotes fuller hair and controls frizz with the help of rice water.
Humidity is no match for the spray.
Size: 6.7 Ounces | Hair Type: Fine or medium | Ingredients : Proprietary anti-humidity complex, chamomilla extract, glycerin
What we like
Has a silky/glossy finishLasts 3-4 shampoos
Just a few spritzes of the Color Wow Dream Coat Spray results in frizz-free, glassy hair that just requires heat to activate.
This shampoo activates your hair follicles to stimulate hair growth.
Award: Best hair growth shampoo | Overall score: 5/5 | Size: 8.1 fluid oz. | Key ingredients: Lauric acid, caffeine and niacinamide | Hair type: All hair types | Scented: No
What we like
Great hair growthNo overpowering smell
Nioxin’s Hair Fall Defense Shampoo is a part of commerce editor and producer Julie Ricevuto‘s hair loss routine, which she highly contributes to her hair growth after stress-induced hair loss.
“It also deeply cleanses the scalp to remove buildup and create the optimal environment for hair to grow,” she added.
Before (left) and after (right)Courtesy Julie Ricevuto
A heat-activated spray that protects hair against humidity for up to 24 hours, per the brand.
Size: 5.3 fl oz | Key ingredients: Sea buckthorn berry
What we like
Heat protection up to 450°FProtects against UV raysSafe on color-treated hair
This lightweight heat protectant spray promises protection against humidity and frizz for up to 24 hours, according to the brand.
Before (left) and after (right)Courtesy Eden Strassburg
This treatment is designed to target hair loss with its moisturizing, exfoliating formula that leads to healthy hair after just one wash, according to the company.
Award: Best hair growth treatment | Overall score: 4.5/5 | Size: 8.4 fl. oz | Key Ingredients: Biotin, rosemary oil, salicylic acid, niacinamide | Hair Type: All | Fragrance: Yes, fresh lemon verbena and herbal scent
What we like
Softens hairGood for sensitive scalpMoisturizing
“Post-application and blow-dry, I could feel a difference immediately. My head felt lighter somehow, but the formula didn’t take away the fullness of my naturally thick hair,” Murphy raved in her personal review. “I also couldn’t stop myself from running my fingers through my hair every few minutes or so because my hair felt so, so soft. Again, this is without any styling products!”
Give your lashes a longer appearance with this bestselling mascara.
Award: Best lengthening mascara | Score: 4.5/5 | Size: 0.24 fl oz | Shades: 9 | Special feature: High pigment density
What we like
Long-lastingDoesn’t clump
A No. 11 bestseller in the mascara category on Amazon, Maybelline’s Lash Sensational Sky High Washable Mascara proves that longer lashes doesn’t have to break the bank.
This set features four bestselling Lash Princess mascaras: False Lash Effect, Waterproof, Curl & Volume, and the Lash Princess Primer.
Quantity: 4
This gift set includes four bestsellers from Essence’s Lash Princess collection, so you can find the right match for you or to gift to someone else.
A brightening powder foundation that is suitable on mature skin.
Colorways: 8+ | Skin Types: All
If you love Laura Geller as much as we do, the brand’s powder foundation is a favorite amongst the Shop TODAY team and customers for a reason. Over 64,000 Amazon reviewers raved that the formula is blendable, smoothing and suitable on mature skin.
Target and conceal dark spots with this brightening concealer.
Shades: 12+ | Size: 0.22 oz | Key ingredients: 2% niacinamide, hyaluronic acid and caffeine
This concealer conceals and treats in one, promising the improvement of dark spots, fine lines, skin texture and more as you use.
Editor’s pick
A sheer, lightweight lipstick color that melts into lips, playing up their natural color, according to the brand.
Award: Best viral find cream lipstick | Formula: No parabens or phthalates | Coverage: Light
What we like
Lightweight and buildableFlattering colorTravel-friendly
Where would we be without Clinique’s iconic Black Honey lipstick? It is a staple in the beauty world and in the Shop TODAY office for a very good reason, with a sheer, universal color that enhances your natural lip tone.
Courtesy Melissa Garcia / Susan Cocchi
A highly volumizing and lengthening waterproof mascara.
Type : Waterproof mascara | Colors : 2
After trying over 50 mascaras, this pick from Clinique was in associate editor Shannon Garlin‘s top five favorite mascaras of all time. “The buildable formula applies effortlessly without any clumping. And for sensitive eyes, the first ingredient in it is water, so I found it to be super gentle when taking off at the end of the day,” she wrote.
Before (left) and after (right)Courtesy Shannon Garlin
Designed for mature faces, this mascara is perfect to apply onto sensitive eyes.
Award: Best for sensitive eyes | Score: 5/5 | Size: 1.13 oz | Shades: 3 | Water resistant: Yes
What we like
Washes off easilyDoesn’t flake
For those with sensitive and/or mature eyes, this mascara from Prime Prometics was specifically designed for these lashes in mind. As we age, our lashes become thinner and shorter, but the mascara makes it easier to apply and layer on this lash type.
Courtesy of Faissal DarwishBest hand and nail care products
Address brittleness, growth and dryness in one.
Size: 0.5 fl oz | Key ingredients: Rice bran oil, vitamin A, aloe vera, shea butter
This powerful nail serum treats both brittle nails and dry cuticles without the greasy and heavy residue.
Undo years of damage and rebuild nails with this easy-to-use and simple solution.
Size: 0.3 oz. | Key ingredients: Ethyl acetate, diethylhexyl maleate
Brittle, dry nails? We might’ve found the solution. According to the brand, this reparative treatment rebuilds years of damage on nails to encourage stronger growth.
Reduce spots and wrinkles with this daily hand serum.
Award: Best retinol treatment for hands | Score: 5/5 | Size: 2.2 oz | Key ingredients: Retinol, AHAs, niacinamide, hyaluronic acid, glycerin
What we like
Hydrating, but not oilyAbsorbent
Don’t forget your hands! This Mature Beauty Awards bestseller reduces sports and wrinkles with daily use.
Improves skin and leaves you feeling soft and hydrated.
Award: Best budget retinol body lotion | Score: 5/5 | Size: 15 fl oz | Key ingredients: Retinol, ferulic acid, licorice root, vitamin E
What we like
Subtle scentGreat for sensitive skin
With over 37,000 rave reviews on Amazon, we obviously had to put the Medix 5.5 Retinol Body Lotion to the test. Freelance writer Tanya Edwards said in her personal assessment on the product that she applies the lotion “every morning after my shower, and it keeps my skin feeling soft all day without having to reapply.”
Courtesy Tanya Edwards
Formulated with pro-retinol, hyaluronic acid and vitamin C, this anti-aging face cream claims to address multiple signs of aging skin in just one week.
Size: 2.55 ounces | Key ingredients: Pro-retinol, hyaluronic acid, vitamin C
A good moisturizer doesn’t have to break the bank. At under $30, L’Oreal Paris’s Revitalift Triple Power proves just that, with a bold promise of smoother and lifted results in just one week of use.
Other key ingredients in this top-rated moisturizer include glycerin and hyaluronic acid.
Size: 1.7 fl oz. | Some key ingredients: Hyaluronic acid, retinol
What we like
Feels gentle on skinDoesn’t feel greasyMany see results in weeks
Something to note
No protective seal, per buyers
This quickly-hydrating cream smooths fine lines and wrinkles while delivering up to 24 hours of hydration, per the brand.
This product offers quick results and will keep your face looking fresh and lifted.
Award: Best instant eye treatment | Score: 5/5 | Size: 0.67 oz | Key ingredients: silicates, seaweed extract, peptides
What we like
Works quicklyHolds for hours
The results speak for themselves! Jody Ricevuto, mom of Ricevuto, gave it a perfect score for our Mature Beauty Awards for its instant firming and tightening effect on deep wrinkles and crow’s feet.
Before (left) and after (right)Courtesy of Jody Ricevuto
An anti-aging ceramide serum filled in single-dose capsules.
Skin Type: All | Fragrance?: No | Key Ingredients: Ceramides
You’ll get the right amount of product each time you use these single-dose capsules from Elizabeth Arden, which are filled with an anti-aging ceramide-based seurm.
This lightweight serum is formulated with niacinamide, caffeine and a patented technology to visibly tighten the jaw and neck.
Size: 1.7 oz | Key ingredients: NX35™ Sculpt Technology, peptides, caffeine, niacinamide, shea butter
Edwards spent six weeks applying the SickScience ShapeShift Jaw Defining Serum as recommended, and saw visible tightening along her jawline. Read more of her review here.
Before (left) and after (right)Courtesy Tanya EdwardsBest dental care
An overnight teeth-whitening duo with fast results.
Active Ingredients: Sodium Monofluorophosphate, Hydrogen Peroxide
This powerful teeth whitening duo promises a brighter smile in just one week, according to the brand.
These whitening trays from a dentist-created brand are designed to conform to your teeth for a close fit.
Key ingredient: Hydrogen peroxide | Time frame: 15-20 minutes; Once a day | Treatments: 10
What we like
Adheres to teeth wellLasting results, says reviews
These prosthodontist-approved, pre-filled whitening trays contain 15% hydrogen peroxide to effectively whiten teeth.
Features multiple settings to gently and effectively floss the teeth and gums.
Colorways: 4 | Power source: Corded electric
With 10 settings for a personalized clean, your gums and teeth will surely feel the clean, especially with a brand promise of 99.9% of plaque bacteria removal with use. Several members of the Shop TODAY team consider it a tried-and-true favorite, including deputy managing editor Jess Bender who says “over time with regular use, I’ve noticed my gums becoming less sensitive and have overall less plaque buildup versus my experience with other water flossers.”
This Waterpik is dentist recommended, good for travel and features a 360 degree rotating tip for easy reach to even back teeth.
Power Source: Battery Powered | Tips: 4 | Colors: 4
Ideal for travel, bring this dentist-recommended water flosser on your next trip, as it features a water-proof, cordless and portable design that makes it easy to pack.
Contains 20 treatments and a whitening light to brighten your smile.
Quantity: 20 pack (40 strips) | Active Ingredients: Hydrogen Peroxide
According to the brand, expect teeth 34 levels brighter with this kit alone, featuring 20 whitening strips and a whitening light for fast and noticeable results.
A difference you will feel.
Cleaning modes: 3 | Features: Pressure Sensor, SmarTimer and QuadPacer
This bestselling smart toothbrush reminds you when it is time to replace your brush head, when to stop brushing and when you’re using too much pressure for a tailored cleaning experience.
Reaches where manual brushes don’t.
Colors: 3 | Brush Heads: 2 | Cleaning Modes: 3 | Money Back Guarantee: 30 Days
With three brushing modes, pressure sensing and deep plaque removal, it’s no doubt the Oral-B iO delivers an effective clean.
Keep your teeth extra clean this year with this electric toothbrush that’s tough on plaque but gentle on your gums.
Batteries: Included | Colors : 2
This Oral-B electric toothbrush promises 100% more plaque removal compared to a manual toothbrush. And with a ‘personal coaching’ feature, the toothbrush even directs you on the right amount of coverage and pressure while you brush.
Removes dirt, makeup and oil.
Shades: 5+ | Materials: 100% polyester
One Makeup Eraser equals to 3,600 makeup wipes, according to the brand. It offers a sustainable, built to last alternative to removing makeup and grime.
Turn your shower into an at-home spa experience when you utilize these steamers that are infused with essential oils.
Quantity: 6 | Scents: Tea tree, lavender, milk and honey, floral rose, eucalyptus mint, citrus grove
You deserve a spa day. Give yourself a boost of relaxation with these bestselling aromatherapy shower melts, which are infused with essential oils for a true at-home spa experience.
This set of ‘always clean’ face towels aim to give you a bacteria-free way to dry your face every time.
Quantity: 50
Made from compostable materials, these ‘always clean,’ disposable face towels give you a bacteria-free use each time you dry your face.
This essentials kit has all of the brushes you need to create your ideal full-face makeup routine.
Number of Pieces: 5 | Material: Aluminum, Polyester | Style: Blush brush, powder brush, eye shadow brush, bronzer brush, blending sponge | Award: Best overall makeup brush set
What we like
Good valueSoft bristlesBlend well
This makeup brush kit includes all of the essentials to apply your favorite creams and powders, from eyeshadows to blushes.
Dry and diffuse your hair with ease as well as speed with this blow dryer.
Award: Best overall hair dryer | Overall score: 5/5 | Colors: 4 | Wattage: 1500 Watts | Special feature: Reduced frizz | Power source: Corded electric
What we like
Very quietEasy to useDries hair fast
“I was blown away when I first switched it on — literally,” Garlin said in her review. “It’s so compact and lightweight; I was not expecting the wind power of this hair dryer. There are three speeds, and the lowest speed is similar to a standard hair dryer, while the highest speed feels like a Category 5 hurricane.”
Vivian Le / TODAY
Red light therapy provides hair growth and with this hat you can be stylish as well as improving your hair health.
Award: Best hair growth splurge | Overall score: 5/5 | Colors: 1 | Cordless: Yes | Special feature: 120 Medical grade LED diodes
What we like
Hair growthStronger hairHealthier hair
Read light therapy can be an effective treatment for address hair loss. Instead of using a panel or brush, this award-winning red light hat just requires you to wear it as is to see results.
Vivian Le / TODAY 
A viral multi-styler for a voluminous blow dry with minimal heat damage.
Includes: Long barrel, smoothing dryer and volumizing brush | Speeds: 3 airflow speeds and 3 precise heat settings
It seems that everyone knows about the Dyson Airwrap. For a voluminous blow out to swift, dried hair without the heat damage, you’ll want to give this viral product a try for yourself.
How we chose the best beauty products
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. We based the best beauty products on editor-tested and -recommended picks, along with Shop TODAY bestsellers.
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.
