It's never been easy to stay up-to-date with trends. Whether you scroll TikTok to see all the latest in terms of fashion and beauty, or subscribe to magazines for fun new finds, or even spot the coolest, newest "it" thing on the streets, we'll admit it's hard at times to be totally and completely in the know.
Jenna Bush Hager herself even tried out a trending hairstyle — debuting a bob earlier this week. But that's not all that's "in" right now. We've rounded up the best trends of the summer, from red light therapy devices and fish patterns, to beauty you'll quickly want to add to cart.
See below for all of our picks — starting at $5.
Jenna's Bookshop - June 2025
Does red light therapy work? Take it from our editors — who use red light devices for smoother, brighter skin. This device proves to be beginner-friendly, with a simple on/off button, plus an easy-to-read display screen that allows you to toggle between settings and see battery levels.
Shimmer and sparkle this summer with this eyeshadow palette, that has nine shades of pink to decorate eyelids with. Bush Hager is sporting one of the shades today while on the show — adding a subtle statement to any natural makeup look.
This dual-sided eyeliner pencil gives you multiple textures in one makeup product, allowing you to experiment with both a matte or metallic look.
Reviewers love its smooth application, and how easy it is to swipe off at the end of the day.
Chamomile extract, cucumber and caffeine work together in this finishing spray to wake skin up, soothe it and leave you with a glowing, glossy complexion.
The brand recommends shaking and using it as the last step in your getting ready routine, and you can even store it in the fridge for a cooling, refreshed sensation.
Wet Brush promises 55% less breakage with the use of this comb, thanks to its gentle, nylon bristles and easy-to-grip handle that allows you to move it easily from your scalp to the ends of your hair.
Toss it into your beach bag and use as a summertime staple, for detangling post-beach or pool strands.
Designed with all hair types in mind, the petite version of Wet Brush is meant to be packed, shoved or tossed into a toiletry bag for detangling on-the-go.
Those with curly hair know the struggles of combing through dry or wet hair. This brush aims to make the process a tad bit easier, with the bristles adapting to your curl texture and type, hoping for a gentler tug with each pass through.
"I’m a big fan of Quince for cashmere at accessible price points, and so is my mom, who is in her 60s," says senior partnerships editor, Francesca Cocchi Zabloudil. "The brand’s sweaters and scarves in particular are totally gift worthy without breaking the bank. Whenever a holiday rolls around, my mom typically requests a new Quince item, such as this classic crewneck style."
More trending items to shop
Pinterest named "fisherman aesthetic" one of the top trends for 2025 — a trend we're seeing rise in popularity this summer, from fisherman sandals to sardine prints.
This zippered pouch can fit cards, ID's and small essentials. Even better? Vera Bradley is now available at Target, making the brand even more accessible.
"Pavoi is my go-to brand for affordable, on-trend jewelry," says editorial assistant, Erica Marrison. "Since each piece comes in a pretty box, they’re totally gift-able but the brand’s price points don’t break the bank, which makes for great stocking stuffers. I have a few Pavoi pieces but lately I’ve been obsessed with this ring (just the other day someone asked me if it was Mejuri!). It fits true to size and has yet to tarnish after months of wear, but I do keep all of my Pavoi pieces away from water."
The shade "black honey" is well-loved by editors, specifically the Clinique Almost Lipstick in Black Honey, so we decided to pit others against it to see how they'd fare.
Associate editor Shannon Garlin loved this comparable option for the amount of moisture it provides. "The brand says the “emollient-rich” formula will keep your lips hydrated for hours — and I agree," she says. "However, I did find myself reapplying multiple times throughout the day. But that may be because I just loved the way it felt on my lips, and I couldn’t get enough of it."
This product recently earned the award for best hydrating tinted moisturizer during the Shop TODAY 2025 Beauty Awards, with our editors naming it a go-to for any summer makeup routine.
"I found it super comfortable to wear before and after I used a setting powder, without the annoying “tight” feel," says editorial assistant, Madison San Miguel. "As for the finish, it definitely is your-skin-but-better. It provides the perfect balance of light to medium coverage, since your skin peaks through slightly (my acne marks were noticeable if you looked very closely, in my opinion)."
ICYMI, jelly sandals are trending again, thanks to the wave of Gen Zers, celebs and vacationers alike sporting the nostalgic shoe this summer.
This pair from Gap provides a fair amount of coverage while still allowing for a fun pedicure to poke through.
How we chose
These picks were all specifically chosen by Jenna Bush Hager. The Shop TODAY editors and writers search the internet to find the best products out there. We interview expert sources, comb through customer reviews and even use our own personal experiences to make shopping easier for our readers.
As an editorial team, we independently create content and determine coverage based on research, reporting and what we think TODAY.com readers would like to read about. The goal of our content is to provide a service and inform readers who are on the hunt for the latest products to help make their life better. Items are sold by retailer, not TODAY. Pricing and availability are accurate as of publish time.
Meet the expert
Jenna Bush Hager is an author, journalist and the co-host of Today with Hoda & Jenna. She joined TODAY as both a correspondent and contributor in August 2009.
