With the world of online shopping, ride share services and groceries delivered right to your door — everything is right at our fingertips, making it more convenient to purchase the items we want without leaving our couch.
Whether you're in a pinch or are already doing a big haul, Amazon has made it easier than ever to affordably order your favorite products and receive them within hours.
Because of this, we decided to round up all of the Shop TODAY 2025 Beauty Award winners that are available to shop now via Amazon. From editor-loved, long-lasting lip shades to travel-friendly serum sticks that help to achieve noticeably younger-looking skin, our favorite finds start at just $5.
Yes, you read that right — $5 and even same-day shipping in some cases!
Shop TODAY 2025 Beauty Awards Winners found on Amazon
For a makeup product that costs less than your daily coffee run, it's proven to not only be affordable, but effective in producing a buildable, long-lasting color that will stay on — even while sipping your coffee.
Its black cherry shade is trending and well-loved by Shop TODAY editors.
These wipes are gentle on my own skin and remove makeup with one swipe. I used to use rose water spray in high school and college, and these wipes provide the same hydrating, clean feel that those once did.
While I don't wear mounds of makeup on a daily basis, they removed tinted SPF and mascara alike without having to use much elbow grease or push too hard.
Mom Squad member and mother of associate editor, Shannon Garlin, Mary Lou McGarry, noted that she appreciates the matte feeling this tint leaves behind once it dries.
"It lasted a long time where most products I’ve used wear off quickly," she adds.
"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," says editor Vivien Moon, who further recommends this product for those who similarly, want a lightweight, brightening product that completes any natural makeup look.
"It lathers super well and leaves my hair hydrated and slippy, not that coarse, squeaky feeling," says Erika Glass, a producer for the 3rd Hour of TODAY.
Another reviewer also noted it has great frizz control, able to tame otherwise unruly curls.
For cleaner, smoother strands that won't feel weighed down by product, Marquita Pagnotta, member of our Mom Squad and mother of editorial operations manager, Jill Ortiz, recommends this conditioner.
Better yet — it can be paired with the shampoo above for frizz-free curls.
Looks are deceiving with this highlighter — that senior social media editor, Kate McCarthy noted was highly pigmented, meaning she only had to apply a little to achieve desired results.
"I really liked the packaging for this product — having a brush/comb on the other end of the brow gel is so convenient (since I'm always digging around in my makeup bag for my spoolie)," says partnerships associate editor, Lauren Witonsky. "And, if you're into the laminated brow look, this product delivers! I followed the instructions exactly as directed — brushing hair back AND forth to fully cover before shaping — and my brows did look laminated."
"My skin is super sensitive to flushing/rosacea and this active did not irritate or dry me out me at all," says Angie Lassman, meteorologist for NBC News. "It was a seamless addition to my regimen and helped brighten my skin during use. I used it every morning and found that it laid well under my moisturizer."
Its lightweight formula and ingredients such as niacinamide and ectoin help it to remain gentle on the skin — especially sensitive skin.
"I was most impressed by how invisible it was on my skin," says senior SEO editor, Jess Bender. "From first glance, it was hard to identify that I was wearing it whether my skin was bare or I was hiding it under makeup. The stickiness is also unparalleled, fully staying intact on my skin for a full 12 hours without the edges peeling off."
The brand claims these patches help to shrink the look of acne in just a day — a claim Bender says reigns true. "These hydrocolloidal patches managed to shrink down or eliminate smaller blemishes and whiteheads I had on my face and chest over the span of a day," she notes.
"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," says production associate, Audrey Ekman. "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!"
For a long-lasting look that will carry you from coffeeshop mornings to happy hours and everything in between, our editors appreciated the longevity and glossy sheen provided by this 2-in-1 stick.
Members of the Shop TODAY Mom Squad received many a compliments when wearing this mascara that left their lashes clump-free and visibly more thick.
"This plumping gloss has a minty tingle that was a surprisingly pleasant sensation — none of the burning or stinging I've experienced with other plumpers," says Ekman. While it leaves lips feeling better, it might not provide as much volume or plump compared to others, she notes.
"I'm a lotion snob, I admit it," says Jacqueline Agnolet, talent assistant and researcher at TODAY. "I love the high-end fancy brands. That being said, if you have dry skin and you need your lotion to work, buy this. It gets the job done."
This more "basic" lotion earned a perfect, 5/5 score from editors — who also loved how smooth it goes on, leaving skin feeling truly moisturized.
Not only does this face sunscreen provide SPF 60 protection against the sun, but it employs the use of hyaluronic acid, to hydrate and add moisture to the face when you need it most.
It promises to have a sheer texture that blends in with any skin tone, and the only con our reviewers noted was that it feels a bit greasy after application.
"It has a delicious but not overwhelming vanilla scent, and is so thick on the lips, so I really feel like they're being nourished (however, it's never uncomfortable!)," says social video producer, Meghan Murakami. "My lips soak the mask up overnight and truly made them less cracked and more moisturized. And for the price point, I feel like it is affordable and will last me a long time. A little goes a long way!"
Successfully shrink the appearance of acne and pesky pimples with one simple overnight solution: acne patches.
"I loved how I was able to heal a lot of my acne by just sticking one of the patches on overnight," says commerce insights associate, Lauren Andre. "I would put it on pimples that were taking a while to heal, and it helped to speed up the healing process."
Ekman has a rather large checklist when it comes to shopping for mascara, especially waterproof mascara.
"I'm a bit of connoisseur when it comes to waterproof mascaras — I got lucky in the lash department and inherited my dad's naturally long eyelashes, but because of this I find I'm more prone to my mascara smudging and my lashes drooping flat than most," she says. "To combat perpetual raccoon eyes, I almost exclusively use waterproof formulas, so I've tried dozens of popular options over the last decade. My favorite kinds have defined bristles that separate every lash and resist clumping, paired with a formula that adds length without weighing lashes down. This mascara checks all of my boxes, with a buildable formula that looks pristine even through 16-hour days."
"The 1-hour express lived up to its name," says Glass, who was hoping to achieve a bronze-like look. "I got a nice warm glow after about an hour and 30 minutes. It rinsed off nicely and I didn't see any residue on my robe. I used a grey towel to apply the product which was a little too thin and I ended up staining my hands. It was easy to wash off, though and by the end of the whole process, my hands are back to normal. As someone who really doesn't tan I would opt for taking this mousse on a beach vacation and reapplying every couple of days instead of getting a spray tan ahead of time."
"This contour was great, even for someone like me who struggles with doing my makeup," says writer Emma Stessman. "It blended in really easily and left behind bronzed lines along my cheek and jawlines. It's buildable so you can make it as intense or as light as you want."
The only thing to look out for, according to Stessman, is that some of the product can get stuck in the sponge applicator.
Phoebe Curran, producer at TODAY, described this leave-in conditioner as lightweight and hydrating, while also saying it doubles as a styling cream when wanting to do a slick-back bun.
"Pro tip: Use this instead of a gel when doing a slicked back bun! It keeps everything super glossy and in place, while doing double duty hydrating and refreshing your hair," she says.
"My skin is super sensitive so I was nervous to try a new product, but this serum is deeply hydrating while also being lightweight," raves lifestyle reporter, Rachel Paula Abrahamson. "I layered it under makeup with no problem, didn't break out, and my skin was glowing afterward. I'm now a serum person!"
This serum doesn't utilize snail mucin, instead using a plant-based mucin to help lock in moisture and make the skin barrier stronger.
For a face mask that will leave your skin feeling more hydrated and moisturized after use, add this one to cart during your next Amazon haul.
"It really helped when my skin was extra dry and the full face, chin lifting part was unique and satisfying," says TODAY reporter, Liz Calvario.
“You know when you take off a nose strip and feel so satisfied seeing how much gunk it pulled out of your pores?” asks Melea McCreary, TODAY producer. “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!”
Gentle and sensitive skin-friendly ingredients like calendula, salicylic acid and niacinamides work together to clear acne, hydrate and brighten the 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!” McCreary says.
"This toner is soothing and feels so nice on the skin," says TODAY researcher, Kayiu Wong. "It's lightweight and very effective at making my skin feel well hydrated and moisturized. It did not irritate or dry my skin at all, which is something I am nervous about when trying new toners."
The only thing to note per reviewers, is that you'll want to utilize cotton rounds when applying, rather than your hands.
"This formula has improved my skin texture since using it," says writer Jannely 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."
Salicylic acid and papaya enzymes team up in this exfoliant to unclog pores with an eventual goal of clearing up acne. "I have noticed a reduction on blackheads since using this product," notes Espinal.
"I found this to be easy to adjust to your face shape," says Garlin. The mask comes in two separate pieces — one for the top and bottom 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 look glowy, super hydrated and soft. I will definitely use again, and would buy a bigger pack!"
Multiple reviewers noted this deodorant-like stick was easy to add into their routine, by swiping it when needed under the eyes, over cheeks, or even around the neck.
Vitamin C and hyaluronic acid make a great pair — adding moisture and brightening skin that earned Mom Squad member, Louise Witonsky, grandmother of partnerships associate editor Lauren Witonsky, compliments on younger-looking skin.
"I love the texture of this product!" praises former editor, Amanda Fama. "It has a soft and fluffy (yet sturdy) consistency that's reminiscent of icing. It blends beautifully, too!"
With 30 different shades to choose from, you can go neutral for more casual looks, or opt for a pop of color for your next GNO.
"These reusable eye patches are a convenient addition to any skincare routine," says Mom Squad member, Sarah Hoeger, mother of associate editor, Sierra Hoeger. "The included wash bag makes cleaning simple, and the reusability offers great value. After two weeks of consistent use, I noticed a reduction in under-eye puffiness."
Hoeger appreciated the fact that you only need water or your favorite serum to "activate" these patches, making them a "smart, sustainable choice for skin care," she adds.
Susan Cocchi, Mom Squad member and mom of senior partnerships editor, Francesca Cocchi Zabloudil, adores this lip oil for the way it "combats chapped lips and dryness."
"Upon application it is pH activated, an innovative formula that instantly reacts to your skin's chemistry resulting in a beautiful flush of color that is longwear and unique to you," she adds. "The serum is extremely hydrating."
"The mascara applied smoothly without clumping, giving my lashes a natural-yet-extended look," says Sarah Hoeger. "It performed well on its own, eliminating the need for a lash primer. Best of all, it stayed fresh and intact throughout the day."
Want to achieve cleaner skin with a couple of swipes? Head of TODAY Parents, Rebecca Dube, recommends adding this lightweight mositurizer to your lineup.
"This product packs a LOT of mosturizing power into a very lightweight cream," she says. "If you want a powerful moisturizer but hate the feel of heavy creams, this is the one for you. Also it's got a really nice, light, soap-like scent. It just smells and feels clean."
Reviewers adored this cleanser not only because it effectively removed a days' worth of makeup with a couple of swipes, but because it did so without stripping moisture and leaving their skin with a dry feeling afterward.
"I was a little intimated by this liquid bronzer when I first tried it, however it was just creamy enough that it stayed in place and didn't go everywhere," says Andre. "It really helped to snatch my face and bronze my complexion."
Another reviewer, social media editorial assistant Annie Shigo, noted that she had only ever used a powder bronzer before, yet appreciated the "nice" application process of this liquid one.
"It's so handy to have a brush, gel and pencil all in one," says Stessman of this multifunctional makeup tool. "The pencil itself is pigmented and easy to use, though it doesn't quite provide the hair like strokes others do. But I found it worked really well for filling out my brows."
Stessman further complimented the innovation behind this tool, allowing you to do touch ups on the go, or pack less when wanting to travel light.
"I can't live without these in my morning routine anymore," raves media coordinator, Lauren Biggerstaff. "I reach for these over my other vitamin C serums just because I can do a quick wipe over in the morning, then follow with a sunscreen and be set for the day."
Their mess-free application of these toner pads allows for an easier process, compared to vitamin C serums, lotions or creams.
"The finish is beautiful, though, since there's skin care infused in its formula that I say help add to its radiance," says editorial assistant, Madison San Miguel. "Very buildable, even with other products!"
San Miguel also noted that this blush has a texture that allowed it to blend easier compared to other blushes she's tried.
Thinning hair? All roads lead back to the scalp. This product not only promises hair growth and strand thickness in two weeks, but also manages to help hair feel "silkier," and healthier.
It's packed with ingredients like salicylic acid and panthenol, that pair together to cleanse and nourish the scalp.
"I've tried many wave sprays in an effort to give extra definition to my natural hair texture, but they've always delivered a ton of stickiness and crunchiness as a result...until now," says Bender. "What's different about this wave spray is that it swaps the salty formulation with ingredients like vitamin B5 and jackfruit to enhance waves without leaving an unpleasant feel. I was pretty blown away right off the bat right after my first use; I could see the waves form in my tresses in mere seconds without drying them out. It also added extra volume and body throughout and removed stubborn frizziness that I can never seem to tame."
"I love how easy this is to apply, the nice citrusy scent and also how it feels light and good for your skin rather than like it's clogging your pores," says Dube.
Our reviewers noted that this sunscreens' size makes it easy to pack and take on-the-go, no matter if you're flying to a beach vacation, or packing it in a work tote.
One look at this palette and we're immediately transported to the early 2000's and 2010's. Our editors feel the same, naming this nostalgic product a true classic.
"The Naked Palette is iconic because it's just good and classic," says Moon. "If you love the basics and want them in one spot, this is a one and done that can give you a perfect smokey eye. I love that each shade is one I'd reach for on any basis which isn't the case for all makeup palettes so that is a huge win for this."
"The soft vegan bristles left my skin feeling flawless," says Crissy Siragusa, member of our Mom Squad and mother of San Miguel. "I had steered away from brushes due to them always leaving lines, which this brush did not do."
"I've never been more committed to applying a product as I was with this," says deals editor, Rebecca Brown. "Hyaluronic lotions and serums are notoriously sticky. This just isn't sticky. I leave it in my closet and apply it after the shower, before bed and before getting dressed in the morning. It feels wonderful on my skin."
Experts recommend using mineral sunscreens compared to chemical-based sunscreens, because the difference in ingredients. Not only this, but mineral sunscreens act as a defense layer on the skin to shield against harsh rays.
"It's light and comfortable and I look forward to applying it every morning," raves Brown.
For SPF protection and a lightweight formula that provides enough coverage to replace your current skin tint — or even daily foundation, our reviewers recommend this splurge-worthy pick.
"This tinted sunscreen provides skin tint level coverage (maybe a little more) and goes on so smoothly!" says Andre. "With many skin tints/foundations it gets streaky if I apply with my hands, but I didn't notice that with this product. It looks so natural on and feels like I am wearing nothing, it has replaced my skin tint!"
"I must say that I have been using the same Chi straightener for two decades, so this was a huge upgrade," says lifestyle reporter, Rosie Colosi. "I love that it heats up almost instantly and I can see the exact temp on the tool. Rather than going over and over my hair, I was able to create curls [and] straighten insanely fast, which cut my getting ready time in half."
When incorporating a retinol into your skin care routine — no matter if you're using it for anti-aging or to manage oily skin — experts recommend starting with small doses.
This serum comes in portable, easy-to-pack capsules that make it convenient to stick to your routine, no matter where you are. "I liked the packaging of the product and the individual capsules that make sure you use the correct amount per usage," says Calvario. "The serum is super soft, feels very velvety and goes on clean and clear."
More Shop TODAY 2025 Beauty Awards Winners found on Amazon
Ilia Super Serum Skin Tint SPF 40
Winner: Best overall tinted moisturizer
$48.00
Amazon
$48.00
ILIA
$48.00
Sephora
Benefit Cosmetics Badgal Bounce Mascara
Winner: Best new launch mascara
$29.00
Benefit Cosmetics
$29.00
Sephora
$32.00
Amazon
Iconic London Enrich & Elevate Lash Growth-Active Eyeliner
Winner: Best dual-ended eyeliner
$28.00
Ulta
$28.00
Amazon
$24.18
$28.00
Walmart
Milk Makeup Hydro Grip 12-Hour Hydrating Gel Skin Tint
Winner: Best hydrating tinted moisturizer
$36.00
Amazon
$36.00
Sephora
$36.00
Ulta
MCoBeauty Flawless Glow Foundation
Winner: Best value foundation
$14.99
Target
$14.99
MCoBeauty
$14.99
Amazon
Wonderskin Wonder Blading Lip Stain Masque
Winner: Most viral lip stain
$22.00
Amazon
$22.00
Wonderskin
$22.00
Nordstrom
Becca Shimmering Skin Perfector Pressed Highlighter
Winner: Best powder highlighter
$42.00
Amazon
$31.50
$42.00
Smashbox
Catrice Cosmetics Aqua Splash Grip Primer
Winner: Best overall primer
$8.00
Amazon
$8.00
Catrice Cosmetics
Summer Fridays Lip Butter Balm
Winner: Best overall lip balm
$24.00
$26.00
Amazon
$24.00
Summer Fridays
$24.00
Sephora
Pure Radiance Overnight Lip Treatment
Winner: Best splurge lip treatment
$32.00
True Botanicals
$32.00
Nordstrom
Tula Skin Care 24-7 Moisture Day & Night Peptide Lip Mask
Winner: Best overnight lip mask
$18.00
Amazon
$18.00
Target
$18.00
Tula
Lubriderm Daily Moisture Lotion
Winner: Best fragrance-free body lotion
$9.59
$10.71
Amazon
$12.79
Walgreens
Cetaphil Hydrating Face & Body Moisturizer
Winner: Best 2-in-1 body lotion
$12.63
$15.79
Amazon
$16.99
Target
$20.99
Ulta
St. Tropez Self Tan Classic Bronzing Mousse
Winner: Best overall body tanner
$44.00
Amazon
$44.00
Sephora
$44.00
Target
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
Derma-E Retinol Line Smoothing Hydro Gel Patches
Winner: Best retinol for eyes
$30.00
Ulta
$29.99
Dermae
$29.99
Amazon
SkinMedica TNS Advanced+ Serum
Winner: Best splurge serum
$295.00
Amazon
$295.00
Skinmedica
$295.00
Dermstore
Dr. Althea 345 Relief Cream
Winner: Best moisturizer for acne-prone or sensitive skin
$27.00
Amazon
$27.00
Dr. Althea
$10.17
$11.31
Walmart
Hero Cosmetics Mighty Patch for Tired Eyes
Winner: Best value eye mask
$14.99
Hero Cosmetics
$14.88
Amazon
$14.89
Target
TULA Skin Care Eye Balm Glow & Get It Eye Balm
Most innovative eye cream
$38.00
Tula
$38.00
Amazon
$38.00
Target
Beekman 1802 Micellar Milk Froth Cleansing Gel
Winner: Best 2-in-1 makeup remover
$29.00
Amazon
$29.00
Target
$29.00
Beekman 1802
St. Tropez Sunlit Skin Bronzing Tint and Self Tan Serum
Winner: Best tanning serum
$34.00
Amazon
$34.00
Sephora
$34.00
Target
CeraVe Gentle Scalp Care Conditioner
Winner: Best conditioner for scalp care
$8.97
$10.99
Amazon
$10.99
Target
$8.97
Walmart
Red by Kiss Growth MD Silicone-Free Conditioner
Winner: Best conditioner for aging hair
$10.99
$11.99
Amazon
$11.99
Ivy Beauty
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
Briogeo Style + Treat Hair Styling Sleek Stick
Winner: Best styling stick
$23.00
Sephora
$23.00
Amazon
$23.00
Briogeo
Dae Hair Cactus Fruit 3-In-1 Styling Cream & Taming Wand
Winner: Best overall styling cream
$30.00
Amazon
$30.00
DAE Hair
Color Wow Texas Hold 'Em Big Hold Hairspray
Winner: Best overall hairspray
$30.00
Amazon
$30.00
Sephora
$30.00
Color Wow
FHI Heat UNbrush Detangling Brush
Winner: Best overall hair brush
$18.00
Amazon
$18.00
Target
$18.00
FHI Heat
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
Shop TODAY 2024 Beauty Awards Winners found on Amazon
Versed Sweet Relief Overnight Barrier Balm
Winner: Best overall night cream
$9.99
$17.99
Amazon
$12.59
$17.99
Versed Skin
La Roche-Posay Toleriane Hydrating Gentle Face Cleanser
Winner: Best overall facial cleanser for dry skin
$17.99
Amazon
$19.99
Ulta
$17.99
La Roche-Posay
Tula The Cult Classic Purifying Face Cleanser
Winner: Best overall facial cleanser for oily skin
$24.00
Amazon
$34.00
Ulta
$34.00
Sephora
Dr. Brandt Microdermabrasion Renewing Face Exfoliator
Winner: Best overall exfoliator for face
$79.00
Amazon
$63.20
$82.00
Ulta
$79.00
Dr. Brandt
Murad Vita-C Triple Exfoliating Facial
Winner: Best splurge exfoliating mask
$79.20
$88.00
Amazon
$88.00
Ulta
$88.00
Dermstore
Thayers Hydrating Milky Face Toner
Winner: Best overall hydrating serum
$11.21
$14.99
Amazon
$14.89
$16.95
Walmart
$14.99
Ulta
Neutrogena Rapid Wrinkle Repair Retinol Regenerating Cream
Winner: Best budget retinol
$29.20
Amazon
$29.49
Target
$29.48
Walmart
Bliss Bright Idea Vitamin C + Tri-Peptide Brightening Serum
Winner: Best overall vitamin C serum
$15.18
$30.00
Amazon
$24.97
Walmart
$31.99
Walgreens
Summer Fridays Light Aura Vitamin C + Peptide Eye Cream
Winner: Best overall eye cream
$44.00
Amazon
$44.00
Sephora
$44.00
Summer Fridays
Roc Multi Correxion Crépe Repair Face & Neck Cream
Winner: Best overall neck cream
$27.99
Amazon
$24.99
Target
Banana Boat Light as Air Face Sunscreen Lotion
Winner: Best overall sunscreen for darker skin tones
$15.50
Amazon
$20.77
Walmart
EltaMD UV Lotion Broad-Spectrum SPF 30+
Winner: Best overall sunscreen for face
$48.45
$51.00
Amazon
$51.00
Dermstore
The Inkey List Oat Cleansing Balm
Winner: Best overall cleansing balm
$13.00
Amazon
$13.00
Sephora
$13.00
The Inkey List
Sol de Janeiro Rio Radiance SPF 50 Body Oil
Winner: Best overall body oil
$30.00
Amazon
$30.00
Sephora
$30.00
Sol de Janeiro
Sol de Janeiro Delicia Drench Body Butter
Winner: Best body butter
$48.00
Amazon
$48.00
Sephora
$48.00
Sol de Janeiro
Naturium Skin-Renewing Retinol Body Lotion
Winner: Best overall exfoliating body moisturizer
$24.99
$27.99
Amazon
$24.99
Target
$25.00
Naturium
Palmer's Cocoa Butter Formula Firming Butter
Winner: Best overall firming body lotion
$8.79
Palmers
$6.39
$8.79
Amazon
St. Moriz Professional 1-Hour Fast Tan Mousse
Winner: Best overall self tanner
$14.99
Amazon
$14.99
Target
$26.75
Walmart
Cuccio Naturale Milk & Honey Cuticle Oil
Winner: Best overall cuticle oil
$9.99
Amazon
$9.95
$13.34
Cuccio
Ouai Anti-Dandruff Shampoo
Winner: Best overall shampoo for dandruff and dry scalp
$38.00
Amazon
$38.00
Target
$38.00
Ouai
Redken Frizz Dismiss Shampoo
Winner: Best overall shampoo for frizz-prone hair
$27.00
Amazon
$24.99
Walmart
$27.00
Ulta
Oribe Shampoo for Magnificent Volume
Winner: Best overall volumizing shampoo
$49.00
Amazon
$49.00
Sephora
$49.00
Dermstore
K18 Biomimetic Hairscience Peptide Prep Detox Shampoo
Winner: Best overall clarifying shampoo
$38.00
Sephora
$38.00
K18 Hair
Color Wow Money Mist Leave-in Conditioner
Winner: Best overall leave-in conditioner
$29.00
Color Wow
$29.00
Sephora
$29.00
Ulta
Ouai Hydrating Scalp Serum
Winner: Best overall hair serum for thinning hair
$39.99
$52.00
Amazon
$52.00
Sephora
$52.00
Ulta
Shu Uemura Ultimate Reset Overnight Hair Serum
Winner: Best overall hair serum
$68.50
Amazon
$70.00
Sephora
$70.00
Shu Uemura
NatureLab Perfect Clean Scalp Balancing Sake Rinse
Winner: Best overall scalp treatment
$21.00
Ulta
$21.00
NatureLab
$21.00
Amazon
Hairitage Play It Cool Argan Oil Heat Protectant Spray
Winner: Best overall heat protectant
$7.94
$8.94
Walmart
$8.94
$10.99
Amazon
$9.99
CVS Pharmacy
Kérastase Curl Manifesto Nourishing Mask for Curly Hair
Winner: Best splurge hair mask for curly hair
$68.00
Amazon
$68.00
Sephora
$44.95
Walmart
Color Wow Style on Steroids Color-Safe Texturizing Spray
Winner: Best overall texturizing spray
$28.00
Amazon
$28.00
Ulta
$28.00
Color Wow
Amika Blowout Babe Thermal Ionic Hairbrush
Winner: Best overall round brush
$100.00
Amazon
$100.00
Sephora
$100.00
Amika
Hot Tools Pro Artist 24K Gold Collection Barrel Curling Iron
Winner: Best overall curling iron
$69.99
Ulta
$50.63
$69.99
Amazon
$69.99
Sally Beauty
T3 Afar Lightweight Travel-Size Hair Dryer
Winner: Best overall hair dryer
$169.99
Amazon
$169.99
Sephora
$179.99
Dermstore
BaBylissPro Nano Titanium Flat Iron Hair Straightener
Winner: Best overall hair straightener
$99.99
Amazon
$79.99
$99.99
BaBylissPRO
$99.99
Ulta
Maybelline Tattoo Studio Gel Pencil Waterproof Gel Liner
Winner: Best gel eyeliner
$8.48
$8.99
Amazon
$9.99
Ulta
$8.48
Walmart
Julep 101 Crème to Powder Waterproof Eyeshadow Stick
Winner: Best budget eyeshadow stick
$18.00
Amazon
$16.00
QVC
$18.00
Julep
Cover FX Power Play Foundation
Winner: Best overall full coverage foundation
$10.00
$44.00
Cover FX
$22.00
$27.99
Amazon
La Roche-Posay Toleriane Rosaliac AR Visible Redness Reducing Cream
Winner: Best CC cream for redness
$23.24
$30.99
Amazon
$30.99
Dermstore
Glow Recipe Watermelon Glow Niacinamide Hue Drops Sun Glow Serum
Winner: Best bronzing drops
$36.00
Amazon
$36.00
Sephora
$36.00
Glow Recipe
NYX Professional Makeup Butter Gloss Non-Sticky Lip Gloss
Winner: Best overall lip gloss
$4.99
$6.00
Amazon
$5.99
Target
$6.00
Ulta
Stila Stay All Day Liquid Lipstick
Winner: Best overall liquid lipstick
$24.00
Amazon
$24.00
Ulta
$24.00
Stila
Catrice Cosmetics Glossin’ Glow Tinted Lip Oil
Winner: Best budget lip oil
$6.00
Amazon
$6.00
Catrice Cosmetics
Wet & Wild Photo Focuse Loose Setting Powder
Winner: Best budget setting powder
$5.39
$6.49
Amazon
$5.99
$7.99
Ulta
$6.65
Wet N' Wild
Maybelline Lash Sensational Sky High Mascara
Winner: Best budget lengthening mascara
$8.32
$12.99
Amazon
$12.99
Ulta
$11.19
$12.69
Target
Real Techniques Everyday Essentials Makeup Brush Kit
Winner: Best overall makeup brush set
$17.62
$22.98
Amazon
$19.99
Ulta
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.
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.
Has your product been featured?
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