We're coming up on the longest, sweatiest days of the year, but there's no need to fear separating foundations and runny mascaras — Shop TODAY's 2025 Beauty Awards have launched just in time to solve your summer makeup woes.
Narrowed down from hundreds of products our team carefully trialed, these makeup MVPs impressed both our team of TODAY staff and beauty experts. Tested on everyone from acne-prone 20-somethings to age 60+ women with mature skin, these award-winning priming potions, foundations, concealers, blushes, bronzers and setting products are here to help you achieve the beat of your dreams. For the finishing touches, perfect your glam with our top-rated eyeliners, eyeshadows, mascaras, brow products, lipsticks, stains and glosses. And, when the time comes to take it all off, we found the makeup-melting all-stars that'll actually have you excited to kick off your nighttime skin care routine.
From pore-minimizing primers to budget-friendly blushes, scroll on for the complete list of this year's Shop TODAY Beauty Award-winning products that'll help you put your best face forward.
Shop TODAY Beauty Award-winning primer
"I am so RELIEVED to see that this primer is so cheap because I will 100% be repurchasing," claims editorial operations manager Jill Ortiz. "This made me switch up my moisturizer — I usually use a silicone-based moisturizer but bought a water-based one just to use this. It feels so hydrating and actually works ... I will be reaching for it over and over again."
Shop TODAY Beauty Award-winning foundations and tinted moisturizers
“The shade matching from my pick online was actually pretty accurate which is nice because I often struggle with that,” says associate editor Kamari Stewart of this affordable foundation. “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," Stewart notes. "For $14.99, I definitely can’t complain and will be using this throughout the rest of the summer.”
In case you missed it, Versed launched a makeup line a few months back, and this skin tint didn’t disappoint. It’s a serum, makeup and SPF 40 all in one, with buildable coverage that lasts all day.
For an anti-aging makeup routine, celebrity makeup artist Lauren D’Amelio Ventre recommends including products like this that contain ingredients like hyaluronic acid. “These are great for smoothing texture while preventing creasing, settling and dullness of makeup,” D’Amelio Ventre explains.
Milk Makeup recently launched a skin tint that has become a fast favorite among the Shop TODAY team. We had four editors of different skin types and tones try the product, and each complimented its buildable coverage, comfortable feel and powerful 12-hour wear. Plus, the skin tint is filled with skin care ingredients, like niacinamide and hyaluronic acid, so those with sensitive and acne-prone skin can enjoy it, too.
Your days of cakey foundation are over, thanks to this buildable, editor-loved formula from Il Makiage. It's available in 50 shades and the brand has a color match test to help you find your perfect hue.
Commerce writer Emma Stessman is a big fan of this lightweight skin tint and noted that it’s great for her dry skin. This liquid formula contains zinc oxide, plant-based squalane, niacinamide and hyaluronic acid to help hydrate and plump skin. It is also dermatologist-tested and free of fragrances, according to the brand.
Plus, TODAY readers can save 20% off on the brand’s site with code TODAY until June 18!
"This delivered on every single one of its claims," raves audience development writer Danielle Murphy. "It left a radiant finish, kept my skin hydrated and offers medium coverage. I'm more of a full-coverage gal, so I was able to build up the formula by using my fingers. Because it's very serum-like, it laid on the skin beautifully and never caked."
Shop TODAY Beauty Award-winning concealers
"I was skeptical about this product because I went for a color-correcting shade (that did not look like my skin tone), but I was surprised," admits social media video producer Anita Chomenko. "The color correcting helped with my dark under-eye circles. A little goes a long way. I only needed one dot under each eye. At only $12, this is gonna last a while!"
Promising a crease-proof formula that is both long-wearing and nourishing, this stick concealer landed on our winner's list because it lives up to its claims and looks mighty fine doing it. A new launch from Tarte, this waterproof formula comes in 48 shades so you can find your perfect match.
Consider your search for the best concealer for mature skin over, because this new launch from It Cosmetics claims to plump wrinkles, hydrate the under-eye area and brighten dull skin. The hydrating concealer has a creaseless, buildable medium coverage with a radiant finish, which is the key to not looking cakey. It comes in more than two dozen shades, so you can find your flawless match.
Shop TODAY Beauty Award-winning bronzing products
“This contour was great, even for someone like me who struggles with doing my makeup,” vouches 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. It’s hard to keep the sponge tip clean though and some of your foundation can get trapped in there.”
Testers liked how creamy and easy to blend this stick was, creating a natural-looking contour. Earning a perfect score, reviewers say it is a go-to for defining features and giving a sculpted look.
“I was a little intimated by this liquid bronzer when I first tried it,” admits commerce insights associate Lauren Andre. “However, it was just creamy enough that it stayed in place and didn’t go everywhere. It really helped to snatch my face and bronze my complexion.”
“I love this bronzer!” praises social media editor Kara Quill. “Some bronzers can be very sparkly or do not blend easily into the skin, leaving my skin tone with noticeable shadows. This formula blows that all out of the water, it’s so creamy and easily blends into the skin. It gave me a nice warm tone without sticking out too much.”
"These bronzing drops are so nice," gushes Andre. "It was buildable, which was nice because I didn't end up too bronzed! I was able to mix these with my foundations and moisturizers, and had no issues with pilling or changing the texture."
"It's so worth it," writes commerce editor and producer Julie Ricevuto. "It's such fine powder so it goes onto your skin without caking. It goes on natural-looking and doesn't transfer when you're wearing it."
This dual-toned bronzer gives you the option to customize your perfect shade. One tester notes that she struggled in the past to find a bronzer that wasn’t too overpowering on her lighter skin, but this bronzer gave her that hint of extra tan that she'd been searching for.
Shop TODAY Beauty Award-winning blushes
“The color I chose had the perfect gloss and made my lips feel very natural and hydrated,” former editor Amanda Fama shares of this multitasking lip and cheek product. “It’s long-lasting and easy to apply.”
Personally, I'm usually a powder-over-liquid blush kind of girl, but I was coaxed into giving this formula a try because of the matte options. I was pleasantly surprised to find it way easier to use than I imagined — you can blend with a brush or just use your fingers. And it's totally buildable, which was a welcome discovery because of how crazy pigmented it looks in the tube (I got an aptly-named shade called 'spicy red'). As a big fan of Maybelline products, I'm happy to report that the brand has hit it out of the park again with this new launch!
“I think this product will last a long time, because a little goes a long way (especially when you use it as blush),” says Fama. “I only need about two pats on each cheek before blending, and it produces more than enough color. I’m a fan!”
"If you're looking for pigment this would be a great blush option for you," recommends Quill. "It sits well on the skin and the shade I tried really was gorgeous."
"When I first received this blush I was nervous, as my shade was pinker than I expected," says Stessman. "But I ended up really liking it because the formula is super buildable so I could just use a few dots and get some cute pink color on my cheeks. 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."
“The finish is beautiful,” remarks editorial assistant Madison San Miguel of this blush. “There’s skin care infused in its formula that I say helped add to its radiance. Very buildable, even with other products!”
Shop TODAY Beauty Award-winning highlighters
"Honestly? For $7, you could do a LOT worse when it comes to an affordable highlighter — I surprisingly really liked this," shares 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 depending 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."
"I don't really wear highlighters much, so I picked shade Glassy Pink Opal to bring out the radiance of my blush," shares San Miguel. "It was so easy to apply, as it didn't pick up any of the product I already had on, even powders. I love that it added a natural glow on my skin without making me look greasy, but I do think this could depend on the shade. Packaging is travel-friendly and most importantly, gorgeous!"
"Such a gorgeous color and formula," raves commerce partnerships coordinator Aidan Bradley. "The shimmer adds a nice dewy glow to any makeup look. The rose gold hue pairs nicely with both warm and cool-toned looks."
Shop TODAY Beauty Award-winning setting products
“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.”
Shop TODAY Beauty Award-winning lip balms, masks and treatments
Our winner for best tinted lip balm gives a sheer, “your lips but better” boost of color while nourishing dry lips. It contains shea butter, beeswax and vitamins C and E and quickly became a favorite on the Shop TODAY team for its efficacy and value.
"This lip balm outshines every other lip balm I've ever used," swears senior producer Lindsey Bomnin. "My absolute new favorite and perfect price. My lips have never felt more consistently moisturized throughout the day even after just one use!"
“I’m picky about my lip balms and masks, and this one really impressed me,” shares San Miguel. “The packaging is HUGE, for one, so it should last you a while since only a tiny amount goes far. But second, it’s very very moisturizing — sort of feels like it’s wrapping around your lips, in a good way. I love using it at night, in particular, when my lips need extra moisture.”
“Much like my skin, my lips are in constant need of a boost of hydration,” says Stessman. “And this formula gave them just that. It feels super soothing and provides long-lasting hydration ... It’s small enough to easily carry around in your pocket and the applicator top is easy to use.”
“I used this treatment as my nightly lip product and would recommend everyone have this on their nightstand,” shares 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.”
A personal favorite, this lip balm is viral for a reason. The applicator is perfectly curved to fit the contours of your lips, the formula feels so buttery and nourishing, and it lasts for hours without needing any touch-ups. 5/5, no notes.
Able to take you from day to night, this lip treatment is worth every penny, per our testers. It smooths fine lines and blurs any imperfections in the lips, keeping your pout hydrated and glossy around the clock.
Shop TODAY Beauty Award-winning lip liners, stains and sticks
This affordable, long-lasting lipstick provides buildable color in shades that complement any skin tone. Its ingredients 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.”
"Loved the color and the matte feeling when it drys," Notes tester Mary Lou McGarry. "It lasted a long time where most products I’ve used wear off quickly. I would use/buy this product again."
We all know and love Maybelline’s Super Stay Liquid Lipstick, and this new launch is like its cooler, more understated little sister. The liquid lipstick has a neat blurring effect that makes it look soft and effortless, but the formula stays on all day with zero transfers or smudging. The color range offers some great versatility. And that price point ... you can’t beat it!
"This product is super easy to use," Andre vouches. "The lip liner glides on super smooth and the formula is very creamy."
"This was a fun product," associate editor Shannon Garlin says of the viral peel-off stain. "I was a bit scared when applying it because it’s such an electric blue but when you wipe it away a pretty rosy color is left behind. It lasts pretty long, too. I even ate a snack after applying it and it stayed! I did have to use this with Vaseline/balm over the color because my lips are super dry, it doesn’t provide any moisturizing effects, just a pretty stain!"
This glossy tint was fun to use and it actually changes to your chemistry, one reviewer said. It goes on as a clear gloss and gradually changes to a custom pink.
"I LOVE this Bisou Balm," praises associate editor Allie Wise. "I don’t typically wear lipstick, but I may start after trying this one! I absolutely love the color, and it goes on so easily. The tube is super chic as well! I’m going to tell all my friends about this lipstick."
Shop TODAY Beauty Award-winning lip oils, glosses and plumpers
“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."
Lip oils have the shine and sheer color of a gloss, but with a bit more of a cushion, making them feel super nourishing and like a dream on. Plus, this lip oil is packed with ingredients you’d normally find in a balm, like hyaluronic acid. The light pink shade is universally flattering and adds a barely there pigment that testers say attracted a ton of compliments.
“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.”
When it comes to your sun protection, don’t forget your lips this summer! This tinted lip oil contains SPF 20, so it’s perfect to add to your daily bag.
Shop TODAY Beauty Award-winning eyeliners
“[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 the look is seamless and blends easily.
"I'm such a fan of liquid eyeliner and this one from Iconic London might be my new favorite," Garlin says. "It has a double endpoint, one for thin lines and one for thicker, so I love that you can play around with how bold you'd like your liner. It also glided on smoothly and I had an easy time perfecting the wing, which is not an easy task. The formula is long-lasting, doesn't smudge and is easy to take off with a cleanser."
"I really didn't want to love this eyeliner because it is a luxury brand, but it was SO hard not to love," confesses San Miguel. "I wear eyeliner practically every day, and had one I heavily relied on. This one has become my all-time favorite eyeliner because it is SO creamy, SO pigmented and does not smudge. I've worn it all day, and I had zero 'raccoon' eyes!"
Shop TODAY Beauty Award-winning mascaras
Another total steal at under $10, this is basically everything you could want out of a daily staple mascara: it creates instantly longer, thicker lashes, has impressive wear time and never clumps. The brand shares that it is formulated with a lash-caring complex to deeply condition, and it also tints your lashes over time.
I’m a bit of a 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. 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 price is great at about $15, too!
"The mascara applied smoothly without clumping, giving my lashes a natural yet extended look," reports 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."
“My new go-to mascara for sure,” proclaims media coordinator Lauren Biggerstaff. “The packaging is fun and unique, and the applicator works really well for my eyelash type (long, but a bit flat). It wasn’t clumpy and lasted the whole day.”
Shop TODAY Beauty Award-winning eyeshadows
"This is the most powerful and pigmented liquid eyeshadow I’ve ever used," says Murphy. "The packaging may look tiny, but it might as well be a tub of product because the tiniest pinch offers enough pigment to create a look on both eyes ... It lasts forever and offers a beautiful matte — not DRY — finish."
"This was my first time using an eye shadow stick! There were plenty of things to like about this one," says Stessman. "First of all, it’s super portable and less likely to make a mess than other shadows, it’s easy to just swipe on and you can make it so the color is just barely there or super noticeable. However, since you only get one stick you need to know which shade you want, unlike a palette where you have multiple to pick from."
"The Naked Palette is iconic because it’s just good and classic," shares Moon. "If you love the basics and want them in one spot, this is 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. I don’t have a lot I don’t love about it."
Shop TODAY Beauty Award-winning brow products
This clear, waterproof brow laminating gel will lock your arches in place through summer sweat and humidity. Users love the dual-ended applicator, which allows you to comb and brush through brows before applying the gel to get every stray hair to lay down exactly where you want it.
This brow product is about to be your new BFF for creating perfect sculpted arches, with a spoolie brush, brow pencil and a clear gel all in one. It comes in five shades, and the brand says it even doubles as an eyeliner, thanks to a clean, vegan formula that’s safe to use around the eyes.
"I have naturally thin eyebrows and use a powder eyebrow filler to help fill in the gaps in my eyebrows," shares Crissy Siragusa. "I often find myself having to reshape my eyebrows but have always been afraid to try eyebrow shaping gels, worried they might mess them up or thin them out. I really like how the 24-hour Brow Setter by Benefit was easy to apply, wasn’t thick or heavy and went on smoothly. I didn’t even have to reshape my eyebrows like I always do. This setter is now part of my makeup routine!"
Shop TODAY Beauty Award-winning brushes
"I love the precise shape of this brush," shares editorial assistant Erica Marrison. "It's also super dense, which means it keeps the product on the surface, rather than soaking up all of your product."
“Morphe brushes are just top tier,” shares Murphy. “These brushes blend shadows and creams like it’s their job. Plus, the bristles are incredibly soft and don’t pull on sensitive eyelid skin. I only wish that it came with more brushes that worked on creams.”
"This kit comes with everything a barely (me) or beginner makeup user could need for a minimal routine," says associate editor Sierra Hoeger. "The handles are easy to grip and the bristles feel soft."
San Miguel loves using dual-ended brushes, especially this one for its soft bristles.
“While it can sometimes have a learning curve (at least for me since I’m used to denser brushes), it’s been easy to apply creams and powders once I got the hang of the brush,” she says. “I mainly use the denser side since I find the powder side a bit too soft for me. But it is great for applying setting powder, cream blush and more!”
“This was great when I was in a rush and wanted to blend tinted moisturizer or foundation quickly,” reports deals editor Rebecca Brown. “I didn’t have to worry about how I applied it because I knew the brush would take care of my sloppiness.”
Shop TODAY Beauty Award-winning makeup removers
Hoeger uses these wipes periodically because they're efficient at removing heavy makeup."These wipes are gentle on my 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 once did," she says.
This micellar gel cleanser will help eliminate the double cleansing routine thanks to the milky texture.
"I really didn't think this was going to be good as a makeup remover. As a cleanser, yes, but as a makeup remover? No way. I was shocked when it helped remove makeup and mascara from my face. I didn't need to do two steps or go back in and fix my eyes. The froth is super nice, I would buy this again," says Chomenko.
Meet the expert
- Lauren D’Amelio Ventre is a celebrity makeup artist, educator and brand founder of D’Amelio Cosmetics and The Art of Enhancement.
How we chose
We sorted through nearly 1,200 new launches, editor recommendations, trending and tried-and-true products to come up with 165 winners. We hosted an in-house glam session, putting them through practical experiments to see if they meet requirements when it comes to value, satisfaction and quality for makeup, skin care, beauty and hair products and tools. Over the course of up to four months, our team of editors and writers tried products in every beauty category: hair, body, skin and makeup. 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?
Shop TODAY is editorially independent and our team of editors and writers work hard to pick the best products to share with our readers and viewers. We may license our logo to brands or products that have been featured on Shop TODAY. Click here if you're interested in licensing your inclusion in Shop TODAY content or to learn more from our licensing partner, Wrights Media.
- Shop TODAY Beauty Award-winning primer
- Shop TODAY Beauty Award-winning foundations and tinted moisturizers
- Shop TODAY Beauty Award-winning concealers
- Shop TODAY Beauty Award-winning bronzing products
- Shop TODAY Beauty Award-winning blushes
- Shop TODAY Beauty Award-winning highlighters
- Shop TODAY Beauty Award-winning setting products
- Shop TODAY Beauty Award-winning lip balms, masks and treatments
- Shop TODAY Beauty Award-winning lip liners, stains and sticks
- Shop TODAY Beauty Award-winning lip oils, glosses and plumpers
- Shop TODAY Beauty Award-winning eyeliners
- Shop TODAY Beauty Award-winning mascaras
- Shop TODAY Beauty Award-winning eyeshadows
- Shop TODAY Beauty Award-winning brow products
- Shop TODAY Beauty Award-winning brushes
- Shop TODAY Beauty Award-winning makeup removers
- Meet the expert
- How we chose
- Has your product been featured?