Trend Report: A 'tightening' jawline serum, arch-supporting flip-flops, more

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Beauty

Whether you’re looking for affordable skin care or a new makeup go-to, you’ll find it here.

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Amazon

Shark Beauty CryoGlow Cooling + LED Face Mask

Winner: Most innovative skin tool

$349.99

Shark

$349.99

Ulta

$349.99

Nordstrom

Amazon

Derma-E Retinol Line Smoothing Hydro Gel Patches

Winner: Best retinol for eyes

$30.00

Ulta

$29.99

Dermae

$29.99

Amazon

Amazon

E.l.f. Bright Icon Vitamin C + E + Ferulic Serum

Winner: Best antioxidant serum

$16.00

e.l.f. Cosmetics

$16.00

Ulta

$16.00

Target

Amazon

Tula Skin Care Barrier Balance Ceramide Body Moisturizer

Winner: Most immediate results

$32.00

Tula

$32.00

Amazon

$32.00

Ulta

Amazon

Essie To The Rescue UV Gel Damage Repair

Winner: Best repair treatment

$11.97

Amazon

$12.00

Essie

$14.69

Target

Amazon

Versed Multi-Serum Skin Tint SPF 40

Winner: Best 2-in-1 tinted moisturizer

$19.99

Versed

$24.49

Target

Amazon

Tatcha The Brightening Eye Cream

Winner: Best overall eye cream

$64.00

Sephora

$64.00

Tatcha

$64.00

Kohl's

Amazon

Innisfree Green Tea Enzyme Vitamin C Brightening Toner Pads

Winner: Best value exfoliator pads

$22.40

$28.00

Innisfree

$28.00

Amazon

$28.00

Sephora

Amazon

Good Molecules 5% Niacinamide Serum with Ectoin

Winner: Best value serum

$8.00

Amazon

$8.00

Ulta

$8.00

Good Molecules

Amazon

Aprilskin Calendula Peel Off Mask

Winner: Best peel off face mask

$17.47

Amazon

$19.00

April Skin

Amazon

Dr. Groot Miracle in Shower Treatment

Winner: Best hair growth treatment

$30.00

Amazon

Amazon

Almay Thickening & Tint Hypoallergenic Volume Mascara

Winner: Best value mascara

$9.97

Amazon

$9.97

Walmart

$11.59

Target

Amazon

It Cosmetics Do It All Radiant Concealer

Winner: Best new launch concealer

$30.00

Sephora

$30.00

Ulta

$30.00

Macy's

Amazon

Subtl Beauty 3-in-1 Brow Pencil

Winner: Best overall brow pen/filler

$26.00

Amazon

$28.00

Subtl Beauty

Amazon

Beekman 1802 Micellar Milk Froth Cleansing Gel

Winner: Best 2-in-1 makeup remover

$29.00

Amazon

$29.00

Target

$29.00

Beekman 1802

Amazon

Neutrogena Hydro Boost Lip Oil

Winner: Best value lip oil

$9.97

Neutrogena

Amazon

The Mane Choice The Alpha Bond Repair Leave-In Conditioner

Winner: Best leave-in conditioner for instant results

$13.97

$14.99

Amazon

$14.99

The Mane Choice

$13.97

Walmart

Amazon

Elizabeth Arden Retinol + HPR Ceramide Capsules

Winner: Best overall retinol

$99.00

Elizabeth Arden

$99.00

Amazon

See all of the 2025 winners here!

Shop Today 2025 Beauty Awards Winners to Shop on Amazon, Starting at $5

Shop TODAY 2025 Beauty Awards: 25+ Viral and Trending Winners From Shark, Drunk Elephant, Chillhouse and More

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Shop TODAY Beauty Awards: Makeup winners starting at $5

Shop TODAY Beauty Awards: 50+ skin care picks that took first place

Shop TODAY Beauty Awards: 23 Award-Winning Body Care Products Starting at $4

Get More Bang for Your Buck With These Affordable Winners From Shop TODAY's 2025 Beauty Awards — All Under $25

This Award-Winning Skin Tint Is the Much-Needed Addition to Your Skin Care Routine

Our Editors Tried The No. 1 Most Reviewed Foundation Online — Here Are Our Thoughts

Trend Report: A 'Tightening' Jawline Serum, Arch-Supporting Flip-Flops, More

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Shark Beauty CryoGlow Cooling + LED Face Mask

This red light therapy mask won most innovative skin tool for our Beauty Awards.

$349.99

Shark

Stanley the Quencher 40oz Tumbler

This tumbler will keep you hydrated while staying cold all day long.

$27.00

$45.00

Stanley

Almay Thickening & Tint Hypoallergenic Volume Mascara

This mascara creates instantly longer and thicker lashes.

$9.59

Amazon

$9.49

Target

Knockaround Obsidian Sunglasses

The polarized smoke lenses in these sunglasses have full UV400 eye protection.

$28.00

Knockaround

Goaus Passport Holder with Airtag Slots

This passport holder has airtag slots so you'll never misplace your travel essentials again.

$15.99

Amazon

SpotMyUV UV Detection Stickers for Sunscreen

These handy stickers help protect from harmful UV rays.

$13.49

$19.95

Amazon

Epi-Pet Sun Protector Skin Treatment Spray

Editors and experts-recommend wearing SPF daily.

$17.95

Chewy

Grace & Stella Under Eye Patches (48 Pairs)

These undereye patches will help you look well-rested even after a late night.

$29.95

Amazon

Thrive Liquid Lash Extensions Mascara

This lengthening mascara promises to deliver a false-lash look at a smaller price tag.

$26.00

Thrive Causemetics

Billie Dermaplane Starter Kit

This starter kit will help smooth your face while protecting it from unwanted scrapes.

$12.99

Amazon

Thrive Causemetics Brilliant Eye Brightener

The brand says these highlighter sticks "instantly awaken the eyes."

$26.00

Thrive Causemetics

Sam's Club Membership (1 Year)

A Sam's Club membership offers extra savings, Sam's Cash and more.

$25.00

$50.00

Sam's Club

PIC Flickering Flame Mosquito Repellent

Enjoy patio hangouts pest-free with this tabletop appliance.

$39.97

Walmart

Shapermint All Day High-Waisted Shaper Shorts

One editor says these shorts can help prevent chafing.

$27.99

Amazon

Round Lab Birch Juice Moisturizer with SPF 45

This sunscreen soothes and moisturizes skin while protecting you from the sun.

$21.96

$28.00

Amazon

$24.99

Target

Kobo Clara E-Reader

Bring your books on-the-go with this e-reader.

$139.99

Kobo

Mosquito Repellent Incense Sticks (50 Pieces)

This all-natural mosquito repellent is easy to use, whether at home or on the go.

$8.99

Amazon

Peeps Carbon Klean Eyeglass Lens Cleaner

This durable eyeglass cleaner won't damage lenses.

$19.99

Amazon

Deck of Scarlet Threeway Solid Lip Oil

One Shop TODAY writer loves how “young” this oil makes her lips look.

$28.00

QVC

Shop TODAY Beauty Awards

Shop TODAY Beauty Award winners

Vivian Le / TODAY

Shop TODAY Beauty Awards

Conquer Your Mature Skin Woes With These Award-Winning Beauty Products

Courtesy Shannon Garlin

Beauty

Everyone Is Using Blue Lipstick. I Tried the Viral (and Now Award-Winning) Lip Stain

Vivian Le / TODAY

Shop TODAY Beauty Awards

Beauty Awards: Shop our hair care winners — starting at $6

Courtesy Shannon Garlin / TODAY

Beauty

This $23 hair loss serum undid years of damage to my hairline

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For when you need to find hair supplies including sulfate free shampoos, conditioners and flat irons to avoid frizz and bad hair days.

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For when you need to find some of the best face moisturizers, face masks, eye creams and dermatologist-recommended brands for your daily skin care routine.

I Tried 2 Top At-Home Laser Hair Removal Devices and I Couldn’t Believe the Results

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These Viral UV Detection Stickers Tell You When It's Time to Reapply Sunscreen

How Do You Get Rid of Ingrown Hairs? Dermatologists Explain, Plus Products That Really Work

These Beauty Award-Winning Exfoliating Pads Got Rid of Dark Spots I've Had for Years

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Ziip Vs. NuFace: Which Facial Toning Device Is Better?

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Save up to 56% off summer fashion, beauty essentials and more ahead of Memorial Day

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I tried the viral cordless straightening brush — now I can style my hair from anywhere

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Eva Mendes on cleaning, beauty and the 1 thing she always buys at Target

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Shop patio furniture and more Amazon editors' picks, from $6

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This rotating curling iron cut my styling time in half — it has two speed settings and is easy to use

TikTokers claim these viral patches smooth wrinkles — but what do the experts think?

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