Americans spend billions every year on beauty products promising big results. But with so many options on the market, how do you know what actually works?Good Housekeeping spent months testing hundreds of products for its 2026 Beauty Awards, using scientific tools and consumer testing to separate facts from marketing claims.The National Consumer Unit got a look inside Good Housekeeping’s Beauty Lab to see some of the high-tech devices used during testing and the award-winning products that stood out.Measuring hair color fade To evaluate products designed for color-treated hair, Good Housekeeping uses a VeriVide DigiEye system to measure color changes in dyed hair samples after repeated washing, drying and ultraviolet exposure.One standout performer in the category was TRESemmé’s Revitalized Color Shampoo and Conditioner.“TRESemmé tested really well in our study, but we also tested with consumers,” said Sabina Wizemann, director of Good Housekeeping’s Beauty Lab. “They raved about how shiny their hair was and soft.”Measuring skin hydration The Beauty Lab also uses scientific instruments to evaluate skincare products that claim to improve hydration.One of those devices is a Corneometer, which measures moisture levels in the skin before and after product use.Olay Regenerist Micro-Sculpting Cream was one of the top performers in hydration testing.“It increased skin moisturization 47% over six hours,” Wizemann said.Measuring complexion changes To analyze wrinkles, pores and skin texture, Good Housekeeping uses the VISIA Complexion Analysis system. “It’s a professional facial system that takes images of the face and objectively analyzes skin features,” Wizemann said.One product that stood out for smoothing wrinkles was Clarins Instant Smooth Perfecting Touch Primer.“It really showed excellent results,” Wizemann said. “Testers who tried it at home thought that it really blurred their lines well.”The full list of Good Housekeeping Beauty Award winners — along with more information about the testing process — is available here. Stay connected with the National Consumer UnitGet clear, actionable consumer reporting delivered across platforms.Follow National Consumer Correspondent Allie Jasinski for real-time updates, myth-busting videos and behind-the-scenes reporting on Instagram, TikTok and YouTube.Have a question you’d like us to investigate? Email us at askallie@hearst.com.
Americans spend billions every year on beauty products promising big results. But with so many options on the market, how do you know what actually works?
Good Housekeeping spent months testing hundreds of products for its 2026 Beauty Awards, using scientific tools and consumer testing to separate facts from marketing claims.
The National Consumer Unit got a look inside Good Housekeeping’s Beauty Lab to see some of the high-tech devices used during testing and the award-winning products that stood out.
Measuring hair color fade
To evaluate products designed for color-treated hair, Good Housekeeping uses a VeriVide DigiEye system to measure color changes in dyed hair samples after repeated washing, drying and ultraviolet exposure.
One standout performer in the category was TRESemmé’s Revitalized Color Shampoo and Conditioner.
“TRESemmé tested really well in our study, but we also tested with consumers,” said Sabina Wizemann, director of Good Housekeeping’s Beauty Lab. “They raved about how shiny their hair was and soft.”
Revitalized Color Vibrance & Shine Shampoo and Conditioner
Tresemmé
target.com
$6.39
Measuring skin hydration
The Beauty Lab also uses scientific instruments to evaluate skincare products that claim to improve hydration.
One of those devices is a Corneometer, which measures moisture levels in the skin before and after product use.
Olay Regenerist Micro-Sculpting Cream was one of the top performers in hydration testing.
“It increased skin moisturization 47% over six hours,” Wizemann said.
Anti-Aging Face Moisturizer Cream by Olay Regenerist, Micro-Sculpting & Fragrance-Free 1.7 Ounces (packaging may vary)
Measuring complexion changes
To analyze wrinkles, pores and skin texture, Good Housekeeping uses the VISIA Complexion Analysis system.
“It’s a professional facial system that takes images of the face and objectively analyzes skin features,” Wizemann said.
One product that stood out for smoothing wrinkles was Clarins Instant Smooth Perfecting Touch Primer.
“It really showed excellent results,” Wizemann said. “Testers who tried it at home thought that it really blurred their lines well.”
Clarins Instant Smooth Perfecting Touch | Primer, Face Makeup Pore Minimizer | Blurring Primer Targets Wrinkles and Pores | All Skin Types | 0.5 Ounces
Clarins
nordstrom.com
$42.00
The full list of Good Housekeeping Beauty Award winners — along with more information about the testing process — is available here.
Stay connected with the National Consumer Unit
Get clear, actionable consumer reporting delivered across platforms.
Follow National Consumer Correspondent Allie Jasinski for real-time updates, myth-busting videos and behind-the-scenes reporting on Instagram, TikTok and YouTube.
Have a question you’d like us to investigate? Email us at askallie@hearst.com.