Beauty products often have an expensive price tag. Whether it’s the latest innovative hair dryer brush or a skin tint that provides natural, buildable color, our wallets simply can’t keep up!
At Shop TODAY, we scour social media feeds, drugstore aisles and email inboxes to find top products at unbeatable prices.
We’re also big fans of sales, discount codes and anything else that will help us save a couple of dollars. That’s why we rounded up Shop TODAY's 2025 Beauty Award winners that are both affordable and effective.
From makeup removing wipes to lip oils, and viral brands to those that have been trusted by many generations, these award-winning products promise to give you the most bang for your buck — and they’re all under $25.
Shop TODAY 2025 Beauty Award winners under $25
“I found this to be easy to adjust to your face shape,” says associate editor Shannon Garlin, alluding to how it arrives with one mask for the upper and lower half of your face. “I can’t sleep with masks on overnight so I left it on for a couple of hours and it still made my face looking glowy, super hydrated and soft. I will definitely use again, and would buy a bigger pack!”
It doesn't get better than this! An affordable, long-lasting lipstick that provides buildable color in shades that complement any skin tone.
Its ingredients aim to provide hydration and moisture to the lips, all while also working to soothe and soften them at the same time. "The shade lasts for hours, too," says Garlin, who recently put five Black Honey lip products to the test. "Even after it “faded,” a subtle color was left behind, so it almost acts like a lip stain, too."
I personally enjoyed testing these wipes that provide a gentle cleanse to remove mascara, blush or sunscreen with just one swipe. I used to use rose water spray in high school and college, and these wipes provide the same hydrating, clean feel that once did.
Shop TODAY Mom Squad member and mother of Garlin, Mary Lou McGarry, appreciated how truly long-lasting this lip tint was in comparison to others she’s used in the past.
“[I] loved the color and the matte feeling when it drys,” she adds.
Our editors prefer this petite-sized setting powder for topping off barely-there makeup looks.
"I am a fan of setting powders and this one surprised me because of how well it applies and how it makes a subtle difference which is what I want from my makeup; I don't want to look like I'm wearing it most days," says editor Vivien Moon. "It offers a little brightening and I would recommend it to somebody who is interested in a brightening powder that doesn't feel cakey."
"I surprisingly really liked this!" says senior editor Jess Bender. "It's a liquid formulation, but the texture dries into a more powdery finish, which I wasn't anticipating. The blending was super simple thanks to the sponge applicator that dispersed as much (or as little) product I needed dependent on how much I squeezed out. It also didn't budge throughout the day when I applied a setting spray, so it's comforting to know that I can rock a cute, dewy look throughout the day without fretting about reapplying."
This lip tint provides the same qualities you know and love about Burt's Bees — smooth texture, quality ingredients — but with a bit of added color that makes it a new go-to for date nights, in-office days and more.
"Putting this product on did feel very luxe!" says social media editor Kara Quill. "I loved that it came in two pieces, a half for the upper portion of your face and a half for the lower portion. It really helped the mask fit better than others I’ve tried."
Quill also recommends following this tip from the instructions: tear off the flaps designed to cover your eyes and lips for any uncovered spots the mask doesn't stretch to fit over.
"My skin did feel super hydrated and had a nice glow that I still had the next morning," she adds. "Midway through the next day, my skin still felt softer than before."
Employ the use of this serum for tackling uneven skin texture and dry patches. Ingredients like vitamin B3 and ectoin work to help revive and balance skin while adding hydration.
"I appreciate the accessible price point of this product and think it would be a good serum to pick up if you're trying to implement a niacinamide or ectoin product into your routine," says production associate Audrey Ekman. "It felt substantial but not sticky and left my skin feeling soothed and plump right upon application."
"[The] application is smooth and there is no transfer when you eat or drink [when used as a lip liner]," says former Shop TODAY page Melanie Faz. "It’s very lightweight and matte with no sticky finishes."
You can also highlight or add faux freckles with this product, says Faz. It features a traditional eyeliner pencil on one side, and on the opposite side a miniature brush that ensures looks are seamless and blend easily.
We were quick to add this affordable lip gloss to cart, but especially so after discovering the practical built-in features and its buildable tint.
"I love a good gloss and this one is definitely going to be added into my regular rotation," admits associate editor Kamari Stewart. "First and foremost, it has a LIGHT built-in to the applicator handle. That absolutely blew my mind! It makes it so easy to see where you're applying product. I love that the color is sheer and buildable. Perfect for wearing alone everyday or throwing over a lipstick for a fancier look. I didn't find the gloss to be sticky which was nice, too. I'm really impressed with this, especially for less than $9."
Don't let pesky pimples get in the way of your summer plans. These ultra-thin patches come in two sizes — small and large — and include a standout acne-fighting ingredient, hydrocolloid.
Thayers promises acne will be diminished after just one use — no matter if you wear them overnight or underneath makeup while out and about.
"We all know and love Maybelline's Super Stay Liquid Lipstick, and this new launch is like its cooler, more understated little sister," says Ekman. "The liquid lipstick has a neat blurring effect that makes it look soft and effortless on, but the formula stays on all day with zero transfers or smudging. The color range offers some great versatility and the shade I opted for (Mascara Tear) is buildable from a light mauvey-brown tint to a cool-toned, almost burgundy deep brown. And that price point... you can't beat it!"
Multiple members of our Mom Squad noted this mascara remained clump-free during application and produced lashes that were visibly thicker.
Our editors adored this 2-in-1 lip tint not only for how affordable it is, but how they're able to achieve the "perfect gloss" with just one swipe, all while providing natural color and more hydrated lips.
We mostly loved this plumping lip gloss for providing the tingly sensation without the burn or sting that oftentimes tags along.
“Overall, I think it’s a great value at under $10 to add shine and a slick of color or sparkle,” says Ekman.
This blush easily blends (and is buildable) to help you achieve a sunkissed, just-spent-all-day-outside glow.
"The blush is pigmented with a sparkly base that makes the color pop even more," says Faz. "A little goes a long way, so it will last you a long time!"
"This lip balm outshines every other lip balm I've ever used! My absolute new favorite and perfect price," praises senior commerce producer Lindsey Bomnin. "My lips have never felt more consistently moisturized throughout the day even after just one use!"
This lip balm was designed with sensitive skin (that extends to lips, too!) in mind, creating a formula that focuses on shades, rather than flavors and fragrances.
"This concealer is an instant under eye brightener that also offers a skin-like finish," says writer Danielle Murphy.
Other members of the team were surprised by how well the shade matching process worked, and how the product truly helped to conceal under eye circles.
"My lashes have seriously never looked better," admits Quill. "I usually use two mascaras each morning to get the look I want, and this mascara had me questioning if I really needed to do that."
This mascara truly adds definition and volume to lashes, and has a buildable formula that other members of our team appreciated for filling out their lashes.
This sheer sunscreen blends into any skin tone seamlessly without leaving a white cast or residue behind, while also packing a hydrated punch thanks to the addition of hyaluronic acid.
It's also travel-friendly, making it easy to remain protected when on your next beach or tropical vacation.
"I don’t regularly get zits or pimples, but whenever I do, they’re brutal in size!" says Bender. "I’ve tried several types of hydrocolloid stickers over the years and this one is the only one that’s effective enough to tackle my hormonal breakouts. The adhesion on these are strong enough to stay on throughout the duration of my sleep, but they peel off gently without leaving irritation behind. If I do have to wear one during the day, it's translucent enough to blend into my skin."
Editorial assistant Madison San Miguel described this lip mask as "very very moisturizing — [it] sort of feels like it's wrapping around your lips, in a good way."
She also noted that it's sure to last you a long time, thanks to the size and packaging of the product.
"I love using it at night, in particular, when my lips need extra moisture," she adds.
One glance at this sunscreen bottle and you're immediately transported to the days of soccer practices and applying sunscreen on family vacations. But, it's a classic for a reason.
"I don’t usually wear sunscreen when going on walks in the city, but am so glad I happened to test this product on the day that I did," says partnerships associate editor Lauren Witonsky. "I quickly sprayed my shoulders before heading out to Central Park and ended up spending several hours walking around on one of the sunniest days yet this year. When I came home, I found a small sunburn on the back of my neck (where I forgot to apply), but my shoulders stayed completely protected and burn-free. The mist is a little stickier than I prefer, but I love how quick and easy it is to spray on."
Squalane and shea butter work together to not only add moisture, but lock it in place for long-lasting hydration.
"This under-eye lotion is simple to blend and lightweight, but it definitely delivers an impressive amount of hydration to the area," says former editor Amanda Fama.
"This leave-in conditioner leaves my hair softer after use, especially that I have frizzy and dry hair, " says Mom Squad member and mother of writer Jannely Espinal, Maria Espinal. "I noticed instant results right after its first use and I feel the ultra hydration once I blow dry my hair. Overall, the product is smooth and leaves my waves more defined."
"The shade matching from my pick online was actually pretty accurate which is nice because I often struggle with that," says Stewart. "It blends really easily and definitely looks just like a second skin, which is my preferred foundation type. It promises a dewy/glowy look which usually isn't the best for oily skin like mine so having a good mattifying primer/setting powder to use above and below this is key if you want to make sure you don't look greasy. For $14.99, I definitely can't complain and will be using this throughout the rest of the summer."
"These worked so well it felt like I had a cup of coffee after using them," says Joseph Lamour, TODAY.com food reporter. "I'm not sure if that was a placebo or a second wind, but either way, after I put them on, I forgot about them but also forgot I was tired. I give these an A + grade."
This affordable cleanser was well-loved by editors for its fragrance-free formula, immediately promising not to irritate skin.
This cleanser is designed for those with dry skin — hydrating ingredients such as hyaluronic acid, aloe vera, squalane, sodium PCA and more promise to not only add moisture, but lock it in as well.
"As soon as I applied Neutrogena's Hydro Boost lip oil, I noticed that my lips instantly felt hydrated," said a member of our Shop TODAY Mom Squad, Susan Cocchi, mother of senior partnerships editor Francesca Cocchi Zabloudil. "I also love the subtle shine and gloss! Without prompting, I received many compliments from friends and family at a recent family gathering! I have been using it daily since receiving it. It has become a staple in my makeup routine."
The brand recommends using this lightweight serum before applying your moisturizer, for skin that feels stronger and looks brighter. "The serum absorbs quickly into my skin and delivers instant hydration and glass-like skin," says Kayiu Wong, researcher for the TODAY Show. "I love that there is no sticky feeling after applying it and it leaves my skin soft, glossy and glowy!"
Phyto-mucin (a plant-based alternative to snail mucin) works to not only hydrate and strengthen the skin, but it also has anti-aging benefits as well, working to reduce the appearance of wrinkles.
The most-used word to describe this eye shadow was "bold," with our reviewers noting that not only do the shades themselves provide a powerful pop of color, but a little goes a long way — meaning you want to start small and build on for a desired look.
"This is the most powerful and pigmented liquid eye shadow I've ever used," says Murphy. "It lasts forever and offers a beautiful matte — not DRY — finish."
If you're utilizing an anti-aging skin care routine, experts recommend adding vitamin C to your everyday lineup. Not only does this multifunctional ingredient work to lighten dark spots and even out skin tone, but it aids in collagen production. Without collagen, your skin starts to appear dull and saggy, per experts.
Reviewers say they noticed results almost immediately after adding this affordable serum to their morning routine.
"The face mask stayed on my face and was very moisturizing," says Liz Calvario, TODAY.com editor and reporter. "It did not dry out. I could see how people with smaller faces or smaller ears might have an issue with the chin strap portion, but it wasn’t a bother for me. It was very hydrating and I liked that it was a quick 15 minutes."
"Much like my skin, my lips are in constant need of a boost of hydration," says writer Emma Stessman. "And this formula gave them just that. It feels super soothing and provides long-lasting hydrating (although it's not the 24 hours that the brand promises). It's small enough to easily carry around in your pocket and the applicator top is easy to use."
"You know when you take off a nose strip and feel so satisfied seeing how much gunk it pulled out of your pores?" says TODAY producer Melea McCreary. "This is like that, but for your whole face, and far less irritating to remove. The mask really does come off in one large piece! And amongst the calendulas, you can see allllll the nasty it’s taken out of your skin. As someone who suffers from a lot of redness and rosacea in warmer months, it’s also done wonders for my redness and oil production after particularly hot days!"
This satisfying skin care product combines the soothing qualities of calendula, the pore-fighting traits of salicylic acid and the brightening aspects of niacinamide for a well-rounded face mask you'll want to reach for every self care night.
"I have curly, coily hair and this brush makes me dread wash day way less!" says TODAY social media producer, Dana Samuel. "This is one of those products that went viral for valid reasons. I've used nearly every hairbrush targeted for curly hair on the market and this one is in my top five. I wouldn't say this is one I'd reach for to achieve defined curls/coils, but for the sake of detangling it's great."
"This formula has improved my skin texture since using it," notes Espinal. "As someone with sensitive skin, this exfoliant feels gentle and can be used daily. It leaves my skin soft and radiant, plus it has improved my pores since then. I have noticed a reduction on blackheads since using this product."
Its powder formula makes for a great exfoliant, another member of the team said. Plus, it's easy to dispense without getting too messy.
“I used this treatment as my nightly lip product and would recommend everyone have this on their nightstand,” says Murphy. “I didn’t get chapped lips once during my testing period because this formula kept them moisturized all night long. It’s thick, but not sticky.”
Its formula is safe and suitable for those with eczema-prone skin without fear of irritation, according to the brand.
“I’ve been such a fan of skin tints lately for the hydrating ingredients, lightweight formula and SPF,” says Garlin of this star product from Versed's recently launched makeup line. “This one checked all those boxes! It felt like I was just putting on a moisturizer and the coverage was impressive, the most I’ve seen with any skin tint! It also lasted all day and didn’t seep into creases or pores.”
"The lip liner glides on super smooth and the formula is very creamy," says commerce insights associate Lauren Andre.
The brand says this lip liner aims to remain "confusion-free," with its simple, pencil format.
"The Wonderskin Lip Rehab oil in clear has quickly become a mainstay in my daily routine," says Susan Cocchi, who tried both the clear and tinted versions of this lip oil. "I love the ease of application and the recommendation to wear overnight as a sleep oil due to it having no color."
"It has a soft and fluffy (yet sturdy) consistency that's reminiscent of icing," says Fama. "It blends beautifully, too!" This multifunctional product can help save space when packing for summer weddings, long weekends or even work trips.
The brand says it provides a "natural flush" to lips and cheeks, promising not to overdo it no matter which shade you select.
"I'm not normally a big eye patches girlie, but these may change my mind," admits commerce producer Checka Ciammaichelli. "The fact that all you need is to wet them and stretch them a little and they stay super cold is nothing short of magic. They're reusable so I used them several times, usually in the morning when I wake up with a puffy face, and they're so calming and cool."
"As a dry skin girly with the eczema to boot, I love a good hydrating and nourishing product," Stewart says. "I'm a big fan of Naturium's other products and proud to say that this one doesn't disappoint! My fiancé has mentioned no less than five times how soft my skin feels since I started using this product. I really notice the difference using it on my feet. It's kept the skin down there the softest it's ever been between pedicures. Since it's a serum, I tried layering it with a lotion but that felt a little too heavy for some of the heatwaves we were having, so I've been using it solo and it's been great. It feels really light when applied and doesn't leave you feeling sticky or greasy."
"The formula is super buildable so I could just use a few dots and get some cute pink color on my cheeks," says Stessman, making it perfect for casual moments and those where you want the color on your cheeks to pop. "It's lightweight and layers really well with other makeup and doesn't feel cakey. A little goes a long way, so it seems like the product will last for a while."
This multifunctional makeup product sat well on reviewers' skin, achieving a bright, lightweight look. It has goals of acting as both a setting powder and a blush, providing color that truly stays all day.
This beginner-friendly face SPF provides ample amount of protection while adding benefits to the skin, making it an obvious choice for those starting to build a skin care routine. It doesn’t leave a white cast or residue behind, instead leaving skin feeling moisturized and looking smooth.
For those hoping for a longer-lasting color (and have a couple of extra minutes in their morning routine), this lip stain is applied to the lips in a galaxy blue-like color, then can be wiped away to reveal the shade selected.
For added shine, the brand recommends layering your favorite gloss or lipstick over top. Garlin did exactly this — applying a touch of Vaseline over top for a touch of shine and moisture.
"My lips are super dry, it doesn't provide any moisturizing effects, just a pretty stain!" she says.
“This is the best cleansing balm I think I’ve ever used,” praises Murphy. “The formula breaks down every stitch of my makeup and doesn’t leave a greasy residue. The grinding cap is genius — so much better on a hygienic level and easier to grab the perfect amount of product.”
“I AM OBSESSED!” exclaims Moon. “This might be the greatest skin care launch of the last few years because it’s just perfect. From the application process (who doesn’t love whipped cream?) to the formula of the SPF, it’s a perfect product in my opinion. I’ve used it a handful of times for my body and I’m thrilled by how much product you get considering you aren’t sure if it’ll actually last multiple applications — I still have a lot left that I’m using regularly. It goes on beautifully and I have even recommended to friends who also love it. If I could give it 100/5, I would.”
A serum stick that fits in any sized purse, clutch or toiletry bag? We're sold. It's filled with ingredients like hyaluronic acid and ceramides to ensure more hydrated, bright skin, especially around the eyes and upper cheeks.
Mom squad member and grandmother of Witonsky, Louise Witonsky, noted she received compliments after implementing this product into her skin care routine — with others saying she appeared younger.
This once-viral lip balm still earns strides with our team, thanks to its "slim tube, the attractive packaging, fun flavors and chic, subtle colors," according to Cocchi Zabloudil. "This product glides on like a dream, thanks to the shape of the applicator, which follows the natural curve of the lip, as well as the appealing consistency of the balm itself. It's not sticky and definitely lives up to its buttery name!"
Easy to go on, easy to swipe off at the end of the day, this lip stain proved to be perfect for beginners and those hoping for a little bit of added color.
"It actually changes to your chemistry," says Chrissy Siragusa, member of the Mom Squad and San Miguel's mom. "It went on as a clear gloss and gradually changed to a cool pink."
More Shop TODAY 2025 Beauty Award winners under $25
Catrice Cosmetics Aqua Splash Grip Primer
Winner: Best overall primer
$8.00
Amazon
$8.00
Catrice Cosmetics
Cetaphil Hydrating Face & Body Moisturizer
Winner: Best 2-in-1 body lotion
$12.63
$15.79
Amazon
$16.99
Target
$20.99
Ulta
Lubriderm Daily Moisture Lotion
Winner: Best fragrance-free body lotion
$9.59
$10.71
Amazon
$12.79
Walgreens
Dial Healthy Hydration Shea Butter Body Wash
Winner: Best overall body wash
$4.49
$5.99
Target
$4.97
Walmart
L'Occitane Nourishing Nail & Cuticle Oil
Winner: Best cuticle oil
$22.00
Amazon
$22.00
Sephora
$22.00
Nordstrom
Essie To The Rescue UV Gel Damage Repair
Winner: Best repair treatment
$11.97
Amazon
$12.00
Essie
$14.69
Target
Cantu Weightless Smoothing Shampoo
Winner: Best smoothing shampoo
$6.99
$7.99
Amazon
$6.99
Target
$6.99
Walmart
Cantu Weightless Smoothing Conditioner
Winner: Best value conditioner
$6.99
$7.99
Amazon
$6.99
Target
$7.99
CVS
CeraVe Gentle Scalp Care Conditioner
Winner: Best conditioner for scalp care
$8.97
$10.99
Amazon
$10.99
Target
$8.97
Walmart
Mielle Deep Hydration Multi-Tasking Leave-In Conditioner
Winner: Best overall leave-in conditioner
$15.97
Amazon
$15.99
Mielle
$15.99
Target
Briogeo Style + Treat Hair Styling Sleek Stick
Winner: Best styling stick
$23.00
Sephora
$23.00
Amazon
$23.00
Briogeo
Lottabody Wrap Me Foaming Curl Mousse with Coconut and Shea Oil
Winner: Best value curl cream
$3.98
$5.74
Amazon
$3.98
Walmart
$4.99
Sally Beauty
Meet the experts
- Sara Hallajian is a certified trichologist and founder of âme. With over 13 years of experience in the hair industry, Sara specializes in non-surgical hair restoration and integrative scalp health.
- Lauren D’Amelio Ventre is a celebrity makeup artist, educator and brand founder of D’Amelio Cosmetics and The Art of Enhancement.
- Dr. Michael Bassiri-Tehrani is a double board-certified Facial Plastic and Reconstructive Surgeon based in New York, specializing exclusively in the face, head and neck.
- Rogerio Cavalcante is a hairstylist and the founder of The Second Floor Salon.
- Dr. Angela J. Lamb is an Associate Professor of Dermatology and the Dermatology System Vice Chair of Clinical Operations and Strategy at Mount Sinai. She also serves as the Medical Director of the Mount Sinai Doctors Patient Access Center and leads clinical access efforts across the entire Mount Sinai health system.
How we chose
Shop TODAY’s 2025 Beauty Awards is our third annual iteration of the franchise, where our team of editors and staffers across the entire TODAY team try and review more than 500 products to find the best items on the market. From retinols to lip products to cuticle oils and more, this list is everything that has earned the Shop TODAY stamp of approval.
We sorted through nearly 1,500 new launches, editor recommendations, trending and tried-and-true products to come up with 165 winners. We hosted in-office glam sessions and incorporated products into our everyday beauty routines to determine which picks would surpass our sky-high standards when it comes to value, satisfaction and quality. Over the course of five months, our team of editors and writers tried products in every beauty category — hair, body, skin and makeup — swatching and slathering what felt like endless formulas. Finally, our panel of experts reviewed some of our winners to give their sign-off based on ingredients and other factors.
Has your product been featured?
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