Hurray! Shop TODAY's 2025 Beauty Awards winners have officially been announced. For the third year in a row, our team of editors and writers (as well as our beloved mothers and grandmas) tested more than 500 products to find the best skin care, makeup and more.
We scoured through all of this year's award-winning picks to curate a complete list of buzzy beauty items that recently launched. Yes, that means cutting-edge, trending products to help you become the fairest of them all this summer. Whether you're shopping for a hydrating eye cream or lightweight serum for your mature skin, we're here to help.
Scroll down to find top-rated skin tints, shampoos, tanning lotions and more from well-known brands like Kiehl's, E.l.f. and Revlon. From budget-friendly finds to splurge-worthy winners, we found the best new launch winners on the market — starting at only $5.
Shop TODAY Beauty Award-winning skin care products
Shop TODAY senior editor Jess Bender is a big fan of these tried-and-true acne patches. "I've sworn by the same acne patches for a while, but testing Thayers' take is making me seriously reconsider. I was most impressed by how invisible it was on my skin. 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," she explains.
"The stickiness is also unparalleled, fully staying intact on my skin for a full 12 hours without the edges peeling off. (Having oilier skin, I tend to have acne patches start to peel off after about 5-6 hours,)" shares Bender. "While they weren't strong enough to tackle a larger, more ingrained pimple I had on my forehead, 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.
"My new favorite pimple patch!" raves tester Aidan Bradley. "[I] will be buying these from now on over competitor products. Only complaint is I wish more patches came in the box, but they are so affordable — I can just buy two!"
Former commerce editor Amanda Fama tested this affordable eye cream and was immediately impressed. "This under-eye lotion is simple to blend and lightweight, but it definitely delivers an impressive amount of hydration to the area," she says.
"The foaming gel cleanser was amazing on my first face wash," shares one former Shop TODAY editor's mother, Jackie Fama. "My skin literally felt like it plumped up a little, and it felt so hydrated. I'll definitely continue using this along with the hydration serum."
"This product feels sooo nice and high quality," states TODAY Show researcher Kayiu Wong. "The serum absorbs quickly into my skin and delivers instant hydration and glass-like skin. I love that there is no sticky feeling after applying it and it leaves my skin soft, glossy, and glowy!"
This hydrating serum also evens out skin tone and reduces the look of dark spots, according to the brand.
"The face mask stayed on my face and was very moisturizing," explains TODAY.com editor and reporter Liz Calvario. "It did not dry out. I could see how people with smaller faces or smaller ears might have an issue with the chin strap portion, but it wasn't a bother for me. It was very hydrating, and I liked that it was a quick 15 minutes. I'm not sure if it helped with anti-aging, but as I said, helped my dry skin."
Social media editorial assistant Annie Shigo tested this brightening serum stick and found it very easy to use. "I have dry spots on my face, so it really hydrated it," she says.
Plus, this moisturizing formula is travel-friendly and doesn't leave a greasy residue.
"I think it'll last a long time," says deputy editorial director Alexandra Deabler. "I use it every morning and evening since it wasn't drying, I could use it in the morning without my face feeling tight all day."
Deabler also loves its creamy formula and that it doesn't feel stripping after rinsing.
"I really didn't think this was going to be good as a makeup remover," says social video producer Anita Chomenko. "As a cleanser, yes, but as a makeup remover? No way. I was shocked when it helped remove my face of makeup and my mascara. I didn't need to do two steps or go back in and fix my eyes."
"Overall, I really liked it," mentions associate editor Shannon Garlin. "It cleanses the skin really well and even takes off residual makeup. It doesn't have a scent, which I also appreciated for my sensitive skin."
This hydrating formula is super moisturizing and suitable for dry to combination skin, according to the brand.
"I have been looking for a moisturizer that won't lead to breakouts and I found it," mentions TODAY.com senior entertainment editor Elena Nicolaou. "This product makes me want to touch my face because it is so soft (bad, I know)!"
This splurge-worthy moisturizer targets dry skin and is free from parabens. Its creamy formula is super hydrating... and can we talk about the gorgeous bottle? I will be adding this to my shopping cart STAT.
"I love this!" shares Deabler. "I love the cooling eye pads the most. But also, that it has an acne option and an anti-aging option. I've tried both and I can tell a difference in my skin."
Shop TODAY Beauty Award-winning sunscreen
Associate partnerships editor Lauren Witonsky says she doesn't normally wear sunscreen when going on walks in the city, but was so glad she tested this product on a day that she did. "I quickly sprayed my shoulders before heading out to Central Park and ended up spending several hours walking around on one of the sunniest days yet this year," she shares.
"When I came home, I found a small sunburn on the back of my neck (where I forgot to apply), but my shoulders stayed completely protected and burn-free. The mist is a little stickier than I prefer, but I love how quick and easy it is to spray on."
"I AM OBSESSED!!!" exclaims commerce editor Vivien Moon. "This might be the greatest skin care launch of the last few years because it's just perfect. From the application process (who doesn't love whipped cream?) to the formula of the SPF, it's a perfect product in my opinion."
"I've used it a handful of times for my body, and I'm thrilled by how much product you get considering you aren't sure if it'll actually last multiple applications — I still have a lot left that I'm using regularly," notes Moon. "It goes on beautifully and I have even recommended to friends who also love it. If I could give it 100/5, I would."
I [Wise] have an extremely sensitive sense of smell, so I immediately fell in love this sunscreen for its light refreshing scent upon opening. Also, I appreciate how compact it is so I can easily throw in my purse or beach bag. It goes on so smoothly too!
"This is probably my favorite product I received to test," raves commerce insights associate Lauren Andre. "This tinted sunscreen provides skin tint-level coverage (maybe a little more) and goes on so smoothly! 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!"
Shop TODAY Beauty Award-winning makeup products
Moon also recommends this setting powder, which she says surprised her with how well it applies and makes a subtle difference. "I don't want to look like I'm wearing it most days," she suggests. "It offers a little brightening, and I would recommend it to somebody who is interested in a brightening powder that doesn't feel cakey."
Former page Melanie Faz tested the Revlon Colorstay Multi-Liner and loved how it provided her with a seamless look. "I got the 'As Is' shade and it matched my skin color and easily blended with my natural lip color," mentions Faz. "Application is smooth and there is no transfer when you eat/drink. It’s very light weight and matte, with no sticky finishes. You can highlight, I suggest going a shade lighter than your usual. The brand even advertises itself as a potential freckle and contour pencil, but I didn't test that out since the shade wasn't appropriate immediately. "
"I really like the Almay mascara," says Mom Squad tester — and mother of senior partnerships editor Francesca Cocchi Zabloudil — Susan Cocchi. " I received multiple compliments when wearing it and would definitely buy it again and recommend to a friend."
Fama also tested this multiuse lip tint that also doubles as blush. "The color I chose had the perfect gloss and made my lips feel very natural and hydrated," she explains. "It's long-lasting and easy to apply."
"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, but it wasn't the most effective at actually adding volume (didn't see a ton of difference)," notes production associate Audrey Ekman. "Overall, I think it's a great value at under $10 to add shine and a slick of color and/or sparkle."
"This lip balm outshines every other lip balm I've ever used!" says commerce studios 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 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!" says 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 awhile!"
"I love every Versed product I ever tried, so I was excited to use this one," notes Garlin. "It lived up to the hype! I've been such a fan of skin tints lately for the hydrating ingredients, lightweight formula and SPF. This one checked all those boxes! It felt like I was just putting on a moisturizer and the coverage was impressive, the most I've seen with any skin tint! It also lasted all day and didn't seep into creases or pores. I would 100% buy again!"
"If you're looking for pigment, this would a great blush option for you!" says social media editor Kara Quill. "It sits well on the skin and the shade I tried really was gorgeous."
Shigo was so impressed with this Lancome mascara, she rated it an impressive perfect overall score. "I don't think I will go back to normal mascara after using this," she raves. "I think having brown eyes, it really makes them pop and adds some more color to my face."
“Using this glossy tint was fun!” shares tester (and mom of editorial assistant Madison San Miguel) Crissy Siragusa. “It actually changes to your chemistry. It went on as a clear gloss and gradually changed to a cool pink.”
Fama loves a good blush stick that doubles as a lip color. "I think this product will last a long time, because a little goes a long way (especially when you use it as blush)," she notes. "I only need about two pats on each cheek before blending, and it produces more than enough color. I'm a fan!"
"Morphe brushes are just top tier," suggests commerce writer Danielle 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," explains associate editor Sierra Hoeger. "The handles are easy to grip and the bristles feel soft."
Quill tested this blur stick and loved how easily it blended into her skin. "I would say this concealer is pretty full coverage without feeling cakey or settling into fine lines," she suggests. "The applicator is also an interesting almost triangle shape that I thought was nice when applying to angles areas that usually benefit from concealer like the sides of my nose or under eye area."
"I don't really wear highlighters much, so I picked shade Glassy Pink Opal to bring out the radiance of my blush," states 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. [The] packaging is travel-friendly and most importantly, gorgeous!"
Shop TODAY Beauty Award-winning hair care products
"As soon as I smelled it I knew I was going to like it — it smells like a papaya sorbet maybe?" noted TODAY producer Erika Glass. "Sweet and a little tangy. It lathers super well and leaves my hair hydrated and slippy, not that coarse, squeaky feeling. [It] works well for my curls!"
TODAY production coordinator Marquita Pagnotta tested this Cantu Weightless Smoothing Conditioner and loved how it does not make your hair look heavy or weighted down by the product. [It's] "clean and smooth!" she raves.
[I] "loved this product!" shares TODAY producer Phoebe Curran. "It has a fresh summery smell. Sometimes leave-in conditioners can feel very heavy and weighed down, but [this one] was super lightweight and hydrating."
"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," explains 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," she adds.
"It also added extra volume and body throughout and removed stubborn frizziness that I can never seem to tame. (I've also did an impromptu frizz test on it during a string of unseasonably humid days and it passed with flying colors!) I really can't recommend this enough if you're aiming for an effortlessly beachy look," shares Bender.
Moon's mother, Julia Moon, tested this Color Wow hairspray and rated it a 5/5 overall. Moon refers to this formula as a "real game-changer for holding my hair in place." She also notes that it is quick-drying and non-sticky.
"With someone who has stick straight hair, I have little to zero texture in my hair so when it air drys without any styling, it's often pretty limp and doesn't have any body," suggests commerce photo editor Vivian Le. "I feel like I notice a huge difference after using this shampoo even if it's just a bit of a lift to my roots.
If you're searching for a quality serum, look no further than this hydrating formula from Olaplex. "I would recommend this product," mentions tester Emily DiPaolo. "I would suggest using it overnight applying initially onto wet hair / not washing it out in the AM. This is where I had best results."
Shop TODAY Beauty Award-winning body care
“Dial healthy hydration liquid soap is awesome,” says J. Fama. “I use Dial soap, but this liquid hydration is a game changer. You don’t need a lot, and the foamy texture made my skin feel hydrated and smooth, and the shea butter coconut fragrance is a perfect combo. It made me feel like I was at the beach!”
"I love how smooth and gentle my skin has been feeling after using the Naturium body wash and how big it is," suggests V. Moon. "The pump makes it easy to use and I especially love that it's so gentle considering it's formulated with salicylic acid. I am also in awe of the price considering how much product you get in the bottle, it's definitely a game changer for many. "
"The product felt extremely soft on my skin," explains social media video producer Nicole Collazo Santana. "The vanilla scent is rich without being overpowering and it is long-lasting. That first use felt like putting on a cozy sweater you hadn't seen in a while; comforting, reliable and still so, so pleasant."
Shop TODAY Beauty Award-winning tanning products
This budget-friendly self-tanning foam won't break the bank this summer. "The self-tanning mousse was easy to use and had very clear directions on the bottle," suggests Glass. "[It's] super easy to use, especially as someone who doesn't use a lot of self-tanner."
"I was scared when I first saw how dark the self-tanner was, but it ended up suiting my skin tone and I am pretty fair," explains TODAY.com lifestyle reporter Elsie Sole. "The mousse didn’t smell at all (it seems to have no scent) and it was not sticky. Usually I am afraid to move around or wear clothes right after applying self-tanner but not with this product. I actually love this. I look pretty glow-y."
Shop TODAY Beauty Award-winning nail care
NBC News production manager Colby Burdick tested this award-winning gel repair treatment from Essie. "I have always struggled with the post-gel manicure nails that are brittle / sensitive and look really unhealthy and frankly ugly, but this really helps reset the nails in between manicures," she says. "I liked the bare and neutral shade too."
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?
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 skin care products
- Shop TODAY Beauty Award-winning sunscreen
- Shop TODAY Beauty Award-winning makeup products
- Shop TODAY Beauty Award-winning hair care products
- Shop TODAY Beauty Award-winning body care
- Shop TODAY Beauty Award-winning tanning products
- Shop TODAY Beauty Award-winning nail care
- How we chose
- Meet the experts
- Has your product been featured?