Keeping up with the latest trends is not only time-consuming but also hard work. To ease your stress, the team here at Shop TODAY just launched our third annual Beauty Awards and we’re here to tell you what products are not only worth the hype but worth your money, too.
To determine the winners, our trusty staffers tried various buzzy items consisting of straighteners, lip treatments, bronzing drops and more. Our goal? To test the tools and viral products you probably keep seeing on TikTok that actually work.
After a rigorous review, we found the products that are so much more than just pretty packaging. From a stunning blush duo to a viral sugar scrub, you’ll impress any Gen Z family member when you add these products to your cart.
Shop TODAY 2025 Beauty Awards viral and trending winners
I [Hoeger] can't tell you how long I've been using Hero patches — that's how well they work! They're truly fast-acting when I have pimples pop up seemingly out of nowhere, diminishing their appearance in as little as a couple of days. They're easy to use and have a barely-there look so you won't feel embarrassed to wear them in public.
"I love the design of these!" says associate editor Kamari Stewart. "They're a fun summery take on the classic French style. This kit was really easy to use. Since this design is a short almond shape, you need to make sure your nails are fully cut/filed down so they don't poke out the sides."
Stewart also says the included glue helps these nail tips stay on for the two-week period that the brand claims, so she was able to work, clean and do other everyday activities without one chipping or falling off.
When it comes to incorporating vitamin C into your routine, experts recommend starting with a small dose, to see how your skin reacts before plunging in completely.
This product contains 15% vitamin C, which is the "sweet spot," per experts. Anything more or less will either be too harsh on the skin, or not as effective, they say.
"This product offers a lovely fragrance, a weightless feel that won’t burden your hair and versatile styling — ideal for both air drying and blowouts," said Sarah Hoeger, member of our Mom Squad and mother of associate editor, Sierra Hoeger.
If you're anything like our editors, you dislike the feeling of heavy foundations or makeup products sitting on your face — which is why one of them gave this tint a perfect 5/5 score.
"I was impressed!" says editorial operations manager, Jill Ortiz. "I liked the way it felt on my skin and it was easy to find my shade online." Other editors appreciated the inclusion of hydrating ingredients like hyaluronic acid, to give their skin a much-needed moisturizing boost.
This lip liner not only glides on with ease, but it stays on for long periods of time — lasting our editors nearly an entire day. Its ingredient list helps to achieve smoother, softer lips that still have a pop of color.
For lighter, brighter skin, Mom Squad member, Jude Bender (mother of senior editor Jess Bender), recommends this 2-in-1 product from buzzy brand, Tower 28.
It works as both a setting powder and a blush, helping the tint it adds to your cheeks have all-day staying power.
"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," says associate editor Shannon Garlin. "It lasts pretty long, too. I even ate a snack after applying it and it stayed!"
"I cannot believe I have lived my whole life without this product," says head of TODAY Parents, Rebecca Dube. "It's like a hair wax/pomade that smooths down your flyaways for the perfect style — but it's better than any wax or pomade I've ever used. The applicator is perfect — you don't have to get it on your fingers."
Dube also says a little goes a long way with this affordable product, hoping it will last a year or so.
This sunscreen garnered buzz for its distinct application and packaging. It looks and dispenses similarly to whipped cream — but instead provides SPF 30 protection.
Our reviewers loved its scent — which seems to scream "summer," thanks to notes of coconut and banana — as well as its lightweight texture and luxurious consistency.
"This lip balm is viral for a reason," says production associate Audrey Ekman. "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. 10/10, no notes."
"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," admits commerce insights associate, Lauren Andre. "It really helped to snatch my face and bronze my complexion."
Additionally, reviewers appreciated how easily this product blends into the skin when applied.
Why is Rare Beauty so popular? Not only did we beg the question earlier this year, but we also decided to put their bronzer to the test to gain answers.
According to a makeup artist, Rare Beauty's popularity comes down to a few key factors: high-quality materials, product offerings, competitive prices and inclusive practices.
This bronzing stick earned a perfect 5/5 score, with reviewers complimenting its simple application and blending process and creamy texture.
"This concealer was really great overall and I understand why so many people love it!" says writer Emma Stessman. "It does a great job of covering up everything from under eye circles to pimples and doesn't set into creases and lines as quickly as other concealers. It's super blendable and feels good on skin, as it's lightweight and hydrating."
Social media editor Kara Quill also used it to cover up "blemishes, under eye darkness or irritation and redness. I thought it brightened up those space nicely — a little goes a long way," she adds.
We're big fans of Color Wow here at Shop TODAY — and the apple doesn't fall too far from the tree, with members of our Mom Squad calling this hairspray a "game-changer."
It promises (and proves!) to hold hair in place for long periods of time, without budging or having a tacky or sticky feeling.
"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."
Bender also notes that this spritz added volume and body to her hair while eliminating unruly frizz. She further notes that it's perfect for summer to achieve an "effortlessly beachy look."
"I have a sensitive sense of smell, so I loved its light refreshing scent," says associate editor, Allie Wise. "Also, appreciate how compact it is so I can easily throw it in my purse or beach bag! It goes on so smoothly too!"
Its deodorant-like application makes it easy to reach every nook and cranny you want to cover — the back of your neck, cheeks and even behind your ears.
Experts we previously interviewed said scalp care and skin care go hand in hand, noting that one of the most important things you can do is cleanse it regularly.
This Dr. Groot product comes in an easy-to-use squeeze bottle and includes an applicator that helps you reach all parts of your scalp. It's created with anti-thinning, cleansing ingredients that promote hair growth and cleanliness alike.
"This was my first time using an eye shadow stick!" says Stessman. "There were plenty of things to like about this one. 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. So it's kind of pricey for only getting one shade."
This shampoo was well-loved by reviewers for the salon-like, refreshing feeling synonymous with your hairstylist spinning you around in the chair and relishing in your new locks.
"Using this shampoo is the cleanest my hair has ever felt washing it at home," admits social video producer, Nicole Collazo Santana.
"It's super fine, so you don't get pest-y crumbs in your shower since they melt away," says editorial assistant, Madison San Miguel. "Plus, they are very gentle and not harsh on the skin. The scent is what really steals the show! It's the classic Sol de Janeiro scent — a must-have for summer. I love that it isn't overpowering in this scrub, and that it lingers on the skin post-shower!"
This rightfully earned the title of best overall scalp treatment, with a perfect 5/5 score to back it up, with reviewers saying it doesn't leave your hair with a greasy feeling the next day when left in overnight.
"This skin tint is perfect!" says Andre. "It goes on so smoothly and dries down perfectly — I can't feel the makeup at all! I've been getting so many compliments on my skin looking plump and glowy."
Social video producer Anita Chomenko echoes Andre's praises, while also noting she appreciates its buildable traits, allowing you to decide how much coverage you want it to provide.
Incorporate this mask into your nighttime routine for radiant, glowing skin upon waking up.
"I loved how this product felt on my skin!" says Chomenko. "Every time I used it I was impressed by how my skin felt after applying it, and immediately when I woke up. My skin looked brighter, I felt like I looked more awake. The mask says it contains vitamin C and reveals more brighter and radiant skin and I would 100% agree that it does that. Would repurchase and would recommend!"
Andre notes that this foundation is perfect for those with dry skin, as it's packed with hydrating ingredients like hyaluronic acid, squalane and kombucha to boost the skin's radiance.
"It is gentle enough that it did not irritate my skin, and I was able to use it during the a.m. and p.m.," says commerce producer, Eden Strassburg. "It also works great under makeup and SPF."
Each of the three reviewers praised the product's leakproof packaging, noting that they appreciated the way the square top twists in and out of place to dispense the serum.
"I love that it heats up almost instantly and I can see the exact temp on the tool," says lifestyle reporter Rosie Colosi. "Rather than going over and over my hair, I was able to create curls/straighten insanely fast, which cut my getting ready time in half."
"I didn't expect to be so blown away by the way this mask works, from the remote that lets you choose between treatments with ease to the straps and the cold metal under eye panels, it's beautifully thought out and easy to incorporate into your routine," praises editor Vivien Moon. "I especially love that the remote has a little clip so you can strap it to a shirt or shorts as you move around if you want to wear this as you do the dishes or chores."
Shop TODAY 2024 Beauty Award Viral and Trending Winners
Lip oils are everywhere right now and this pick from Catrice was by far our favorite we tested for these awards. Senior partnerships associate Klay Drageset goes on to say, “I loved the feel of this product. It went on pretty transparent but then all the sudden the color sets in and it was BRIGHT.”
You’ve probably seen this iconic Tree Hut scrub once or twice on TikTok and we’re here to say it’s the real deal. Not only does it come in at just $10, it’s available in dozens of fresh, florally scents.
“I love this scrub. It’s coarser than other ones I’ve tried — a good thing — so it’s a great exfoliant. I also appreciated that it didn’t make my shower floor too slippery, which is an issue I’ve had with scrubs in the past,” says senior essays editor Rheana Murray.
“One of the biggest trends I’ve seen in the beauty world lately has been the exploding popularity of gloss-meets-balm lip products, which deliver the nourishment of a balm with the shine (and sometimes pigment) of a gloss, sans stickiness,” says Ekman.
“I feel like I didn’t really ‘get it’ until I tried this ultra-flattering caramel-toned lip treatment from ESW Beauty, which has me officially jumping on the bandwagon. It’s great alone or paired with a brown lip liner. The hydration lasts for hours and it’s way more affordable — and, in my opinion, better — than other, more hyped up products out there.”
Cleansing balms seem to be everywhere right now and this one from The INKEY List took home the gold. Former Shop TODAY page Laura Millar has nothing but good things to say about this hydrating cleanser.
“With just a small amount of the cleansing balm and warm water, my makeup came right off. I’m excited to continue using this product — it’s so much better than make up wipes or liquid remover!”
You can’t go wrong with Real Techniques since they’re affordable and work so well. Commerce writer Danielle Murphy was able to do 90% of her makeup with this set alone. What more could you ask for?
With a handy dandy blending sponge on the opposite end, this eye shadow stick is everything you need for a popping eye look. “This eye shadow stick is incredibly easy to use! The color is very buildable, and the texture is lovely — and did I mention how easy it was to blend? It lasted all day, too,” says associate lifestyle reporter Sophie Caldwell.
Infused with biotin, calcium and vitamins A, C and E, health reporter Sarah Jacoby recently started paying a lot more attention to her nail habits and found this product provided a dramatic improvement.
“This felt like a really nourishing, protective treatment that helped my nails regain their own strength and kickstart the healing process. Since then, I alternate using it as a base coat with my actual base coat (so I use it every other week) and find that it continues to protect my nails under polish.”
“I have been on a yearly struggle with products to FULLY remove my makeup after a long day. I have used towels, wipes, lotions and creams, but the Makeup Eraser Pro Classic IS BY FAR one of the best products to remove makeup,” says senior commerce photo editor Becca Delman.
“The material is so soft and maintains its quality after a wash. I love that you just need water and no other product and it does a decent job removing 99% of it. Also, love how it’s travel-sized so I can take it on vacation.”
While this blush is nothing new to social media video producer Anita Chomenko as she’ll continue to buy it for years to come, it impressed many of our other testers as well. “This little tube lasts awhile and a little really does go a long way! It’s highly pigmented, easily blendable, and provides a nice energetic flush,” says Chomenko.
A Shop TODAY favorite, this oldie but goodie lip product has a cult-like following. “I’m not usually a lipstick girl, but Clinique’s “Almost Lipstick” deserves an exception, says Ekman.
“True to the name, it’s more like a tinted balm than a lipstick, since it feels super nourishing and adds a perfect kiss of sheer color that’s buildable. The Black Honey shade is so flattering on everyone. I keep one in every purse I own!”
Money, money, money, ain’t it funny! Brown not only loved this leave-in conditioner post-shower but used it to zhush up her hair in the morning to give her natural waves some extra love.
“For the first time, I was wearing my hair down down because the product just dried so nicely. It definitely did what it was supposed to do, and more.”
You can truly never go wrong with the iconic Cheirosa 87 scent from Sol de Janerio and this new launch not only provides a glowy finish but also SPF! Our testers noted how they were kept sunburn free all while smelling heavenly.
Editorial assistant Madison San Miguel could go on and on about how much she loves these bronzing drops. “Once I blended the serum into my skin, I couldn’t believe the slight reflection my skin had — if you’re familiar with the glass skin trend, this is in essence the same, to give you an idea. And don’t worry, the glow looks and feels natural.
“I enjoyed that the results weren’t an unappealing and heavy sparkle. Instead, your skin looks like you drank gallons of water and have indulged in a lifetime of regular facials.”
I personally was too excited to try this blush since I’ve seen it all over my TikTok and it without a doubt lived up to the hype. I’m a huge blush girl so the fact that it includes both a crème and powder to give the ultimate pop is a winner in my book. Honestly one of my new favorite makeup products — I need all the shades ASAP!
Summer time and vitamin C go together like two peas in a pod. Trending TODAY.com editor Nicoletta Richardson goes on to say, “this serum was nice to put on after my moisturizer — it was light, the smell was refreshing, and rubbed into my skin easily, and it did give me a bit more brightness (even from the shine alone).”
Perfect for those who want a matte finish as opposed to a dewy, glossy finish, commerce editor Rebecca Brown highly recommends this foundation. “It not only blends so well, but it doesn’t feel heavy or wet.”
Plus, it also has anti-aging qualities to protect your youthful, beautiful skin!
“As someone who’s always in a rush, I appreciate how quickly this brush does the job. It dries hair quickly, and gives my hair volume I don’t always get with a regular hair dryer,” says Millar.
With three heats and two speeds, social media editor Kara Quill notes how much lighter this hair dryer was than she thought it would be initially. She also loves how it comes with multiple attachments including a diffuser for curly hair like hers.
Equipped with the brand’s signature 24K Gold Technology for fast heat-up, consistent heat, and long-lasting styles, associate partnership editor Lauren Witonsky couldn’t believe it took her this long to try the OG hot tools curling iron.
“I actually thought it was so much more expensive because of the look and feel of it, but was impressed to find out it’s under $100. I prefer to wrap my hair around the barrel manually instead of using the clamp, and it worked well that way — giving me the perfect voluminous Victoria’s Secret-eqsue waves that have lasted all day. Plus, I love that you can control the heat setting to prevent damage (the lowest setting worked great for me).”
If you’re looking to spend a little more and buy a brush set that will last you for years to come, look no further. “These are some of the softest brushes I’ve ever felt and that’s what I said verbatim when I first opened the package,” says associate editor Kamari Stewart.
“It’s also the perfect beginner set. I also like that they offer the set in two different parts — one for eyes and one for face — if someone doesn’t need all 12 pieces.”
As you can clearly see, this brush will you give you the blowout of your wildest dreams. “I LOVE how my hair looks — I almost want to send a photo to my stylist! I think this is perfect for touch-ups before work or for when you want a nice, blown out look for a night out or dinner,” says editorial operations manager Jill Ortiz.
While it’s a splurge, our testers were over the moon with this serum from SkinCeuticals. “I’ve used this in my nighttime routine rotation for the last three months and can testify to it helping improve the appearance of subtle lines and discoloration throughout my face,” says Bender.
“I was also surprised by how exfoliating it was considering the watery texture of the serum, but it really did an excellent job smoothing out some areas I missed during my usual face washing. It also took me a long while to go through the entirety of the product considering you only need a third of a dropper amount of serum for your whole face, so that’s a bit of a selling point if you’re concerned about the price point.
“I rarely wear my hair straight, so I like that this has a rounded barrel because I can easily use it to curl and give soft waves. I do use it to straighten my bangs, though, so I know that it can straighten very easily in a single pass. But the biggest selling feature is that it’s cordless. I love that it’s cordless. Especially in the summer when my bathroom is sweltering,” says deputy editorial director Ali Deabler.
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, 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?
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.
