Beauty products often have an expensive price tag. Whether it's the latest innovative hair dryer brush or a perfume that will earn you compliments everywhere you walk, our wallets simply can't keep up!
At Shop TODAY, we scour social media feeds, drugstore aisles, and email inboxes to find top products at unbeatable prices.
We're also big fans of sales, discount codes and anything else that will help us save a couple of dollars. That's why we rounded up 65 Shop TODAY Beauty Awards winners that are both affordable and effective.
From curl creams to lip oils, and viral brands to those that have been trusted by many generations, these products promise to give you the most bang for your buck — and they're all under $25.
Winners under $25 as seen on TODAY | More winners under $25 | Has your product been featured? | Meet the experts | How we chose
Shop TODAY 2024 Beauty Award winners under $25 seen on TODAY
E.l.f. Glow Reviver Tinted Lip Oil
Award: Best overall lip oil | Score: 4.83/5
This lip oil quickly became a favorite during the testing period among TODAY editors, convincing some to switch from their usual gloss to now using an oil.
"I definitely see the appeal," says senior partnerships editor Francesca Cocchi Zabloudil. "This product adds shine and enhances my natural lip color, rather than covering it up. It's also hydrating and non sticky. The applicator is plush and comfortable. And at just $8, it's definitely a product I can see myself buying again. Highly recommend!"
Marc Anthony True Professional Grow Long Biotin Leave In Conditioner Spray & Hair Detangler
Award: Best budget leave-in conditioner | Score: 4.67
TODAY editor Maura Hohman praises the ease and effectiveness of this product, whose spray nozzle makes it easy to target hard-to-reach and specific areas.
It’s also easy to work through curls, and leaves them smelling “incredible,” according to former NBC page Sara Ross.
Not Your Mother’s Overnight Clean Freak Dry Shampoo
Award: Best overall dry shampoo | Score: 5/5
TODAY art director Jennifer Prandato tested this product post-workout, to see how well it would stand up against greasy, sweaty strands.
“I put it in at night after not washing my hair after a workout to really test it and my hair looked incredible in the morning,” she says. “I will definitely be purchasing this product and have already recommended it to friends who commented on how nice my hair looked that day.”
Maybelline Lash Sensational Sky High Mascara
Award: Best budget lengthening mascara | Score: 4.50/5
Made with bamboo fibers to help naturally lengthen lashes, one TODAY writer notes that it takes just three swipes to make lashes look longer, however the more coats you apply, the longer they seem.
This mascara lives up to its lengthening claims, with social media editor Dani Musacchio admitting she was taken aback with how well it worked.
“Who knew my lashes were this long? It also left my lashes looking curled, which is impressive because they’re normally pretty flat,” she says.
Medix 5.5 Retinol + Ferulic Acid Age Rewind Body Cream
Award: Best for crepey skin | Score: 4.50/5
With active ingredients of ferulic acid and retinol, both work to fight aging woes like fine lines, sagging and crepey skin and wrinkles over the entire body, not just your face.
“When combined with retinol (a form of Vitamin A) and the vitamin C-stabilizing antioxidant ferulic acid, the product enhances photoprotection and helps prevent sun damage,” explains Dr. Michelle Henry. “Retinol works to synthesize collagen fibers, increase skin cell production, and clear away deteriorated elastin fibers, reducing the appearance of wrinkles, fine lines and other signs of aging.”
NatureLab Perfect Clean Scalp Balancing Sake Rinse
Award: Best overall scalp treatment | Score: 5/5
When resolving woes brought upon by a dry scalp combined with oily patches of hair, senior editor Jess Bender was at a loss. During our testing period, Bender was made a believer out of this easy-to-use product, that made a “significant difference” in her overall scalp health.
“This has also been great for adding another day in between my wash days since my roots aren’t getting as greasy as quickly,” she says. “I’d give this 50 stars if I could, that’s how pleased I am with this scalp treatment.”
Real Techniques Everyday Essentials Makeup Brush Kit
Award: Best overall makeup brush set | Score: 5/5
With four brushes and a beauty sponge, this basic makeup tool set has everything you need for everyday looks. Murphy says you can never go wrong with this brand, whose products remain “affordable and work so well,” she says.
Rare Beauty by Selena Gomez All of the Above Weightless Eyeshadow Stick
Award: Best overall eyeshadow stick | Score: 5/5
Associate editor Allie Wise dubbed this as her pick for any summertime makeup look, thanks to its shimmering shade and how smooth it is to apply, making it an easy and quick addition to any eye routine.
More Beauty Award winners under $25
Best lip gloss
NYX Professional Makeup Butter Gloss Non-Sticky Lip Gloss
Award: Best overall lip gloss | Score: 4.67/5
Editor operations manager Jill Ortiz was "pleasantly surprised" when trying this lip gloss, that's available in over 30 different shades, from Barbiecore-like pinks to blueberry tart.
"It glides on so smooth and I don’t think it needs a lip liner," Ortiz says after using the butterscotch shade.
Saie Glossybounce High-Shine Hydrating Lip Gloss Oil
Award: Best splurge lip gloss | Score: 5/5
Editorial director Adrianna Brach has been slowly but surely turning Shop TODAY staffers into fans of Saie — and for good reason! For a product that takes us back to the middle school days, this lip gloss does so without the sticky feeling that often remains on your lips.
“It’s made with hyaluronic acid to lock in moisture and it has no scent or taste,” says Ekman, who says it also “combines the cushion of a lip oil with the shine of a gloss.” What more could you want?
Catrice Cosmetics Glossin’ Glow Tinted Lip Oil
Award: Best budget lip oil | Score: 4.11/5
Available in five different shades (from reds, pinks, even a yellow!) this lip oil goes on transparent, then the color sets in, providing a "bright," bold lip look, according to partnerships success senior associate, Klay Drageset.
Best cuticle oil
Sally Hansen Vitamin E Nail and Cuticle Oil
Award: Best budget cuticle oil | Score: 4/5
Help your nails feel more "hydrated and soft," like they do for social media video producer Dana Samuel, by adding a cuticle oil into your nighttime or nail routine. Vitamin E is the main ingredient incorporated into this oil, helping moisturize the nails.
Another TODAY producer, Phoebe Curran, is a self-proclaimed recovering nail-biter and uses this oil to help heal her formerly short and brittle nails, calling it her "holy grail."
Cuccio Naturale Milk & Honey Cuticle Oil
Award: Best overall cuticle oil | Score: 4.83/5
For healthier, “instantly moisturized” nails that look and feel great, incorporate this cuticle oil into your nail routine. A little goes a long way, making this affordable bottle last a long time.
“They’re shiny and soft and any imperfections have been smoothed out,” says TODAY reporter Sarah Jacoby of her nails after using this oil, which she does note take a while to fully absorb.
Best curl cream
Cantu Natural Hair Coconut Curling Cream with Shea Butter
Award: Best budget curl cream | Score: 5/5
Associate editor Kamari Stewart was skeptical of this curl cream at first, yet quickly fell in love with it after her first use. A little bit goes a long way she points out, noting it doesn't take much to enhance moisture and give curls a little bit more bounce.
"I also liked this cream because I was able to wet my hair on days 2, 3 and 4 and just generally apply a bit everywhere to manage some frizz and give my curls some moisture/pump up their definition," she says. "With how much comes in the bottle, it’s definitely worth it."
Rizos Curls Curl Defining Cream
Award: Best overall curl cream | Score: 5/5
If TODAY senior editor Emily Sher could give this hair product more than five stars, she would.
“It instantly smoothed and moisturized my curly hair without weighing it down or making it feel sticky or crunchy,” she says. “Best of all, it actually tamed my frizz, which means it will be my go-to product all summer.” She also noted that users shouldn’t be wary of the addition of coconut oil, the scent itself is subtle.
Best hair mask for curly hair
Cantu Shea Butter Leave-In Conditioning Repair Hair Cream
Award: Best leave-in for curly hair | Score: 5/5
Set and forget this leave-in conditioner, that employs a lotion-like consistency that's applied in damp hair and does the work while it air dries, leaving you with "soft and manageable" strands, according to Jackie Fama, mom of Shop TODAY editor Amanda Fama.
"Even when I brushed it, I had no frizz, just soft waves," she says. "I could put my fingers through my hair with ease."
Best loose setting powder
Wet & Wild Photo Focus Loose Setting Powder
Award: Best loose setting powder | Score: 5/5
This setting powder promises a lightweight feel combined with a barely-there look, blending evenly to hold your makeup in place.
The brand recommends this product for those with fair and light to medium and more tan skin tones.
Morphe Bake + Set Soft Focus Setting Powder
Award: Best overall setting powder | Score: 4.50/5
While this product is a loose powder rather than a traditional setting spray, our reviewers said it held up all day, protecting makeup looks and keeping oil at bay, despite the warm weather.
They do warn that it can get a bit messy when opening the product and applying it, as it’s a “finely milled” powder that you have to shake to bring to the top, however is easy to apply once it’s sitting in the top level of the container.
Best hairspray
Garnier Fructis Style Full Control Anti-Humidity Hairspray
Award: Best budget hairspray | Score: 4.67
Tame frizz and loose strands without breaking the bank thanks to this hairspray from Garnier Fructis that manages to keep frizzy hair at bay — even in hot, humid weather.
"I’ve actually used this plenty of times throughout the years, and it’s truly a tried and true product," says writer Danielle Murphy. "It holds my hairstyles well."
Got 2b Glued Blasting Freeze Spray
Award: Best overall hair spray | Score: 4.67/5
Is a slicked back bun your go-to hairstyle? Skip the gel, and instead employ the holding powers of hairspray to keep it in place.
“I love a slick back with a spiky bun and this product really helped me achieve both the slick slides (that stayed literally all day) and get some fun pieces sticking up in the back,” says production coordinator Isy Tocci. “I also really liked that I didn’t feel like I had a total “helmet head” when using this hairspray.”
Best powder eyeshadow
L’Oréal Paris Colour Riche La Palette Eyeshadow
Award: Best budget powder eyeshadow | Score: 5/5
This no-frills palette was loved by deputy editorial director Ali Deabler because it includes all the colors you could need to take you from the office to a night out.
Best gel eyeliner pencil
Maybelline Tattoo Studio Gel Pencil Waterproof Gel Liner
Award: Best overall gel eyeliner pencil | Score: 4.67
Available in 18 different shades, from a sparkling bronze glitz to a more natural smooth walnut color, associate editor Shannon Garlin was surprised by this product, as a pencil eyeliner isn't one that she would normally reach for.
"It went on smoothly and had great staying power," she says. "If you DO prefer pencil eyeliners, this one is a great option."
Best eye makeup remover
Almay Oil-Free Gentle Eye Makeup Remover Pads
Award: Best eye makeup remover pads | Score: 5/5
TODAY editor Sam Kubota was able to remove heavy makeup looks without much residue or makeup left after the fact.
"Overall, it worked SO well," she says. "I was able to get my eye makeup off with just one or two swipes, generally." Free of ingredients such as phthalates, parabens, formaldehydes and others, these makeup removing wipes provide a gentle solution that works on sensitive skin.
CeraVe Comforting Eye Makeup Remover with Hyaluronic Acid
Award: Best liquid eye makeup remover | Score: 5/5
Take off mascara, eyeshadow and eyeliner with ease thanks to CeraVe’s clean and gentle eye makeup remover. This dermatologist-recommended brand claims that this product can even remove stubborn waterproof mascara.
Packed with ceramides, as is all of their products, this eye makeup remover also contains hyaluronic acid, working double time to further hydrate the skin while cleaning it.
Makeup Eraser Pro Classic
Award: Best reusable makeup remover | Score: 5/5
Struggle to find a makeup remover that not only successfully takes off a days worth of product, but gently does so with ease? Senior photo editor Becca Delman feels your pain — until she tried these reusable washcloths.
“The material is so soft and maintains its quality after a wash,” she says. “I love that you just need water and no other product and it does a decent job removing 99% of it. Love that it is travel size as well and I can take it on vacation.”
Best firming body moisturizer
Palmer’s Cocoa Butter Formula Firming Butter
Award: Best overall firming body moisturizer | Score: 5/5
Kubota also had high praise for this firming lotion from Palmer's, noting it kept her skin from getting ashy, and diminished the look of stretch marks, helping them seem "a little less prominent."
Other testers also say that consistency is key with this lotion, if you're seeking tighter, more toned skin.
Best heat protectant
Hairitage Play It Cool Argan Oil Heat Protectant Spray
Award: Best overall heat protectant | Score: 5/5
TODAY editor Kavita Varma-White loves that this heat protectant is packed with clean ingredients, with argan oil acting as an agent to tackle frizz. While it has a fragrance, Varma-White notes that it isn’t overwhelming.
Best body scrub
Tree Hut Shea Sugar Scrub
Award: Best budget body scrub | Score: 5/5
For less than your morning cup of coffee, incorporate this “clear winner” into your shower routine and step out with smooth-feeling skin. The coarse texture paired with the “beads” incorporated within help exfoliate the skin, a fact that editor Nicoletta Richardson can get behind.
“I felt like this really was effective at scrubbing my skin, since the beads are soft, rather than like some of the other scrubs,” she says. “I felt super smooth and clean all over after using in the shower.”
Naturium KP Body Scrub & Mask
Award: Best overall exfoliating moisturizer | Score: 4/5
This KP body scrub boasts three benefits, hoping to “grip, polish and smooth” the skin, according to the brand. Marquita Pagnotta, mother of Ortiz, can attest to the smoothing part of their claims, noting it left her skin feeling nothing shy of “super smooth.”
Rather than a bumpy, more rough texture that you’d expect from an exfoliator, this lotion utilizes a creamy one for an easy application that you can set and forget!
Best plumping gloss
E.l.f Plout Clout Plumping Lip Pen
Award: Best budget plumping gloss | Score: 4/5
“I loved this! The colors are pretty, the glossy sheen is really nice and I love that it felt very balmy,” says editorial assistant Erica Marrison, who also believes this gloss is similar to Clinique’s Almost Lipstick, where it is suitable for all ages and can span generations.
Best facial cleanser for oily skin
Neutrogena Oil-Free Salicylic Acid Acne Fighting Face Wash
Award: Best budget facial cleanser for oily skin | Score: 4.67/5
Don’t judge a book by its cover! TODAY editor Emily Sher always did when passing this product in her local drugstore, assuming it had a clinical scent and would have harming effects on her skin.
“That could not be further from the truth,” she exclaims. “The cleanser lathers so nicely, smells light and clean, and left my face feeling refreshed, soft and smooth. I was impressed at how it helped minimize my pores, not to mention the price and easy availability. It’s a new favorite!”
Norie Kimchii Cleanser
Award: Most innovative facial cleanser for oily skin | Score: 4.50
For those with oily and sensitive skin, you’ve met your match. TODAY writer Aryelle Siclait says this fragrance-free face wash not only works wonders for her oily skin, but doesn’t irritate it further compared to others she’s tried.
“Because it foams so quickly, you do have to rinse quite thoroughly to get all of it off, but in the end, my face felt dry and oil-free but not stripped,” she says.
Best moisturizing body wash
Soap & Glory Clean On Me Clarifying Body Wash
Award: Best overall moisturizing body wash | Score: 4.67
TODAY associate reporter Sophie Caldwell gave this product an all-around perfect score, due to the fact that it left her skin feeling “squeaky clean” without leaving it stripped dry and that a little product goes a long way, helping the bottle last for weeks at a time.
Other reviewers noted that the smell might be a bit overwhelming, describing it as a masculine scent.
Native Body Wash
Award: Best scented body wash | Score: 4/5
You may know Native for their aluminum-free (and sometimes zany) deodorants, but did you know they sell other products such as body wash, shampoos and conditioners. as well?
Reviewers loved it for its amazing scent, and the fact that it contains clean ingredients, helping them feel even fresher post-shower.
Best hair mask
Mielle Rosemary Mint Strengthening Hair Masque
Award: Best budget hair mask | Score: 4.50
Mielle is a viral brand that utilizes rosemary mint in their products to strengthen and lengthen hair, while helping it feel smooth and less dry.
Former NBC page Laura Millar was a first-timer to hair masks, but admitted this one worked so well it deserves a permanent spot in her routine.
“The ends of my hair tend to look dry, but this hair mask has helped it feel softer and look smoother,” she says. “For the price, it comes with so much product. I have a feeling this will last me a while before I get to the bottom of the jar, but I would definitely consider buying again.”
Best cream eyeshadow
Revlon ColorStay Crème Eyeshadow
Award: Best budget cream eyeshadow | Score: 4/5
Our reviewers found it was best to blend on your eyelids with your fingers rather than a brush, for longer lasting looks. Available in six shimmering shades, it goes on cream yet dries matte.
Best full coverage concealer
Ulta Beauty Collection Full Coverage Liquid Concealer
Award: Best full coverage concealer | Score: 5/5
This affordable concealer is available in six different shades and promises to provide a lightweight feel to any face. Its creamy consistency finishes as a matte, making it easy to blend and layer products overtop.
Best liquid lipstick
Revlon ColorStay Ultimate Liquid Lipstick
Award: Best budget liquid lipstick | Score: 4/5
For a smudge-free, smooth lipstick that truly stays all day, social media editor Kara Quill highly recommends this one from Revlon.
It has a subtle shimmer that Quill came to appreciate because it provided just enough color and felt mild enough to wear to the office.
Stila Stay All Day Liquid Lipstick
Award: Best overall liquid lipstick | Score: 5/5
Fama tested the DaVita shade, describing it as a deep, rich maroon tone that had some shine, singing its praises if you’re going for a bold makeup look.
She said it was named appropriately, as after a few minutes of drying, “it wouldn’t budge.”
Best eyeshadow stick
Julep Eyeshadow 101 Crème to Powder Waterproof Eyeshadow Stick
Award: Best budget eyeshadow stick | Score: 5/5
This dual-sided stick makes it easy to take your new favorite eye makeup look on the go, thanks to its included blending sponge. It’s “incredibly easy to use,” according to Caldwell, with another TODAY writer saying the product itself “glides on effortlessly.”
It’s available in 53 shades, meaning you can pack multiple- stashing one in your work tote or keeping one in your travel toiletry bag.
Best exfoliating mask
The Ordinary AHA 30% + BHA 2% Exfoliating Peeling Solution
Award: Best exfoliating mask | Score: 5/5
Feel a pesky pimple about to poke its way through? This mask is good for tackling them before they rise to the surface, or spot treat trouble spots.
“Great for when I feel like some bumpy breakouts are about to hit,” says Klay Drageset, partnerships success senior associate. “Also great for spot treating specific places, like your chin for example.”
Drageset says her face feels smoother and more rejuvenated after using this product, as well.
Best sunscreen for face
Bliss Block Star Invisible Daily Sunscreen
Award: Best budget sunscreen for face | Score: 4.33
New to tinted sunscreen? This version from Bliss is beginner-friendly, with both of our reviewers never having used tinted sunscreens before, but are now firm believers in the product, that provides SPF 30 protection.
“I really loved this lightweight sunscreen that easily blended with my skin tone and could be worn under my everyday makeup without feeling heavy or greasy,” says TODAY reporter Sarah Lemire. “I also loved that the scent was mild and not overpowering. I totally can see myself wearing this every day, especially in the summer months.”
Best cleansing balm
The INKEY List Oat Cleansing Balm
Award: Best overall cleansing balm | Score: 5/5
The INKEY List aimed to create a product that removes makeup and other sticky products such as SPF, effortlessly. With the inclusion of ingredients such as oat kernel oil, it does so without leaving the skin irritated and red.
Millar attests to these claims, saying it’s better than makeup wipes or liquid removers.
“I used this to wash my face and take off my makeup and I love the way it left my skin feeling soft and clean,” she says. “With just amount of the cleansing balm and warm water, my makeup came right off. I love how this product isn’t just a makeup remover; it really helps cleanse my skin.
Best foundation stick
ULTA Beauty Collection Moisturizing Foundation Stick
Award: Best budget foundation stick | Score: 5/5
Not only does beauty retailer ULTA sell makeup products, but they've recently started to make them as well.
“GREAT foundation stick for women over 60,” she says. “My face felt hydrated all day long and looked as fresh as when I applied it. As it claims, this foundation stick gave my complexion a smooth satiny finish and easily doubles as a highlighter or a bronzer as it comes in a multitude of shades.”
Best liquid blush
Glossier Cloud Paint
Award: Best overall liquid blush | Score: 5/5,
Small but mighty, this “little tube” lasts a long time, according to social media video producer Anita Chomenko.
“It’s highly pigmented, easily blendable, and provides a nice energetic flush,” says Chomenko. “I love the little “paint” packaging. You can add as little or as much as you want, depending on how much of a flush you want to have.”
Catrice Cosmetics Blush Affair Liquid Blush
Award: Best new liquid blush | Score: 5/5
This easy-to-blend blush adds a fun pop of color to any summer beauty routine. Editor Amanda Fama calls this specific ‘pink feelings’ color “super vibrant,” compared to their other deeper shades.
While it goes on a cream, it finishes matte, aiming for long-lasting, all day staying power. “It blends very easily and the color doesn’t fade throughout that blending process,” Fama says.
Best hydrating serum
Thayers Milky Hydrating Face Toner with Snow Mushroom and Hyaluronic Acid
Award: Best overall hydrating serum | Score: 5/5
This toner lacks ingredients that tend to irritate sensitive skin, such as fragrances and alcohols and instead leans on hyaluronic acid and snow mushroom to hydrate and smooth skin.
Thayers combines plant-based and natural ingredients (re: the addition of snow mushroom) to create clean products.
Best self tanner
St. Moriz Professional 1 Hour Fast Tan Mousse
Award: Best overall self tanner | Score: 4.89
Our reviewers had high praise for this self tanner, that left them with streak-free skin and a more authentic, natural look.
“This self-tan is definitely one of the easiest mousses to apply,” says associate editor Lauren Witonsky. “It’s not sticky at all and the guide color actually looks nice — without any crazy green/organge/purple undertones.”
She does note that it has a slight perfume-like scent, which might flare or irritate those with sensitive skin.
Jergens Natural Glow Instant Sun Body Mousse
Award: Best drugstore buy | Score: 4.33
Easily apply self tanner with ease thanks to a mousse-like consistency, that leaves you with streak-free skin.
“For ultra deep bronze (the shade I tested) I did expect a more dramatic difference, but I prefer a more subtle tan anyway so I was happy with the results,” says Cocchi Zabloudil. “I also was happy that it didn’t leave my skin feeling dry or itchy, which is a problem I’ve had with some other self tanners.
Best sunscreen for darker skin tones
Biore UV Aqua Rich Watery Essence SPF 50
Award: Best viral find | Score: 4.67
After receiving this product, Kubota began using it as her everyday face SPF, praising its lack of white cast left behind and its staying power, protecting her skin for long periods of time while in Los Angeles, skiing on the west coast and swimming in the pools of Las Vegas.
“I never burned, I couldn’t see a whitecast, the sunscreen did not “pill” under my makeup, generally speaking and I had no negative effects on my skin like acne or anything as a result of use,” she says.
Best lip treatment
ESW Beauty Lip Treatment
Award: Best overall lip treatment | Score: 5/5
Want the nourishing qualities of a lip balm, yet the shine of a lip gloss, without the stickiness? Enter ESW’s Beauty Lip Treatment, which utilizes shea butter and vitamin E to relieve dry lips and is available in three different colors, each offering a different tinted shine.
“It’s great alone or paired with a brown lip liner,” says production associate Audrey Ekman. “The hydration lasts for hours and it’s way more affordable — and, in my opinion, better — than other, more hyped up products out there.”
Best shampoo for dandruff/dry scalp
Nizoral Anti-Dandruff Shampoo
Award: Best budget shampoo for dandruff and dry scalp | Score: 4.67
When looking to treat dry flakes and dandruff, experts say its best to swap out products every so often, so then your hair and scalp don’t build up a tolerance to the product.
“Within a couple uses, I noticed a huge difference in the itchiness and flaking in my hair,” says Ekman, who experienced her first brush with dandruff last year. “It takes me a while longer to create a lather with this compared to my usual shampoo, but I followed the instructions and did a double shampoo each time I used it for eight weeks. It’s been about a month since I last used it, but I’m glad to report that my dandruff hasn’t returned! I have a lot of hair and got through the bottle pretty quickly, especially since I had to shampoo twice, but I can say it really worked for me.”
Best facial cleanser for dry skin
La Roche-Posay Toleriane Hydrating Gentle Face Cleanser
Award: Best overall facial cleanser for dry skin | Score: 5/5
Experts recommend an oil-free When resolving dry skin woes, experts recommend an oil-free cleanser, to prevent clogged pores. Free of fragrances, sulfates and soap, this cleanser is also ideal for those with sensitive skin, as it doesn’t include any of the typical trigger ingredients that will irritate skin.
“I’m used to some kind of soapy foaming but this doesn’t at all, so I was concerned it if was working,” says TODAY editor Liz Calvario. But after using it nightly, I really liked how hydrating this cleanser is and how fresh my face feels. It hasn’t made my face dryer at all.
Best body moisturizer
Versed Press Restart Gentle Retinol Body Lotion Unscented
Award: Best budget body moisturizer | Score: 4/5
Calvario has had this product sitting in her Target cart for a while now, and was excited at the chance to test it during Shop TODAY’s 2024 Beauty Awards, intrigued by its claims to soften skin and clear up dry patches of skin.
“I get dry patches on my belly and within a week of consistently using this, they cleared up,” she says. “I also had a minor scab from a cut on my leg and i would add the lotion, and I felt like it started healing it up and getting better. I also went for a pedicure and the lady said i had soft legs and feet, which I attribute to using this lotion.”
Best nail strengthener
OPI Nail Envy Original Nail Strengthener
Award: Best overall nail strengthener | Score: 4.17/5
Jacoby did her nails at home on a regular basis during the pandemic, causing her to pay close attention to the health of her nails.
“I’ve actually been using this product for a few years now, almost every week, and have seen a dramatic improvement in my nails!” she says. “I started out using it according to the product instructions — adding a new layer every day for 7 days, then taking it off and starting over. This felt like a really nourishing, protective treatment that helped my nails regain their own strength and kickstart the healing process.”
Jacoby says one bottle lasts her a couple of months at a time, justifying the high price point for amount.
Best face moisturizer
The INKEY List Bio-Active Ceramide Repairing and Plumping Moisturizer + Barrier Strengthening
Award: Best overall cleansing balm | Score: 5/5
The INKEY List aimed to create a product that removes makeup and other sticky products, such as SPF, effortlessly. With the inclusion of ingredients like oat kernel oil, it does so without leaving the skin irritated and red.
Millar attests to these claims, saying it’s better than makeup wipes or liquid removers.
“I used this to wash my face and take off my makeup and I love the way it left my skin feeling soft and clean,” she says. “With just the right amount of the cleansing balm and warm water, my makeup came right off. I love how this product isn’t just a makeup remover; it really helps cleanse my skin.
Best hair straightener
Conair InfinitiPro Flat Iron — 1”
Award: Best budget hair straightener | Score: 4/5
Both Fama and Shop TODAY former page Laura Millar appreciated that this flat iron didn't take too long to heat up, making their morning routines much faster.
"I have thinner hair, so I’m always hesitant to use flat irons that might damage my hair," says Millar. "I kept the heat on a lower option (around 5) and it worked pretty well and pretty quickly!"
Weighing in at less than a pound, both noted that it would be easy to travel with as well.
Best night cream
Mario Badescu Seaweed Night Cream
Award: Best oil-free night cream | Score: 4.56
Photo editor Vivian Le has sensitive skin, normally deterring her from using products that contain off the wall ingredients or have a fragrance, however this night cream from Mario Badescu seemed to be the exception.
"I used this cream alone on evenings where my skin was recovering (I alternate days I use my tretinoin) and it felt super soothing on the skin," she says. "I have a bit of inflammation on my chin from time to time due to perioral dermatitis flares, but I felt like this kept my skin moisturized and did not antagonize it any further."
She also noted that the light scent didn't irritate her skin.
Versed Sweet Relief Overnight Barrier Balm
Award: Best overall night cream | Score: 5/5
Lock in moisture overnight with this moisturizer that does the heavy lifting while you sleep, thanks to ingredients like bacuri butter and apricot oil, that help to nourish the skin.
“The texture was close to a body butter, but was not sticky like “slugging” can be,” says Kara Haupt, TODAY senior art director.
Best hair serum
Maree Hair Keratin Hair Capsules
Award: Best budget hair serum | Score: 4/5
"My hair has a tendency to have dry ends and breakage so these little capsules really helped mitigate that. Overall, I would say the change in my ends was pretty immediate after using just one capsule," raves Kubota, adding that she noticed the best results when using them post-shower on clean, damp hair.
After using consistently throughout our testing period, Kubota noticed stronger strands and fewer split ends.
Best multi-stick blush
Milk Makeup Cooling Water Jelly Tiny Lip + Cheek Bush Stain
Award: Best new launch multi-stick blush | Score: 4.67
Social media editor Kara Quill believes this is a product that truly lives up to its name — going on cool and possessing a jelly-like consistency.
However, she has a pro tip for those applying it: "Blend quickly and use your fingers instead of a brush or beauty sponge," she advises.
It provides a "natural" tint on your lips, not appearing runny after a couple of swipes.
Best neck cream
RoC Multi Correxion Crépe Repair Face & Neck Cream
Award: Best overall neck cream | Score: 4.17
New York-based plastic surgeon Dr. Michael Bassiri-Tehrani notes that consistency is key with this neck cream, whose ingredients he notes play a large role in "improving skin elasticity and firmness," while also hydrating and plumping the skin.
TODAY editor Nicoletta Richardson lathered this on during her nighttime routine, and woke up with smooth-feeling skin. She does note that it has a slight scent to it, which might deter some users.
Best exfoliating body moisturizer
Naturium Skin-Renewing Retinol Body Lotion
Award: Best overall exfoliating body moisturizer | Score: 4/5
TODAY social media video producer Peyton Young loves how this lotion truly locks in moisture, convincing her to purchase it during colder months, when she needs a little bit more help hydrating her skin.
While retinol is commonly used in skin care products to target anti-aging woes, experts say that it is beneficial in whole-body products to prevent body acne, as well as to smooth, tighten and hydrate the skin.
Best liquid eyeshadow
Gen See Mixed Media Liquid Eyeshadow
Award: Best matte liquid eyeshadow | Score: 4.67
Production associate Audrey Ekman had high expectations for this liquid eyeshadow, having heard the appeal, yet never experiencing it for herself. This product "outperformed" and exceeded her expectations.
"I finally get the liquid eyeshadow hype," she says. "This has a silky liquid texture that blended out seamlessly with just my fingers. It’s buildable but has decent color payoff and I loved the matte finish. It hadn’t creased at all on my oily lids after 6 hours — powder or cream eyeshadows could never!"
Rare Beauty Stay Vulnerable Liquid Eyeshadow
Award: Best overall eyeshadow stick | Score: 5/5
Associate editor Allie Wise dubbed this as her pick for any summertime makeup look, thanks to its shimmering shade and how smooth it is to apply, making it an easy and quick addition to any eye routine.
Best cream lipstick
Clinique Almost Lipstick in Black Honey
Award: Best viral cream lipstick | Score: 5/5
This cream lipstick is well-loved by Shop TODAY, with some of our editors having used it for almost two decades.
"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," says Ekman. "The Black Honey shade is so flattering on everyone. I keep one in every purse I own!"
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Meet the experts
- Armando Kole is a celebrity makeup artist based in Los Angeles. He’s assisted celebrities in getting ready for red carpets, premieres, album releases and more.
- Dr. Michael Bassiri-Tehrani is a double board-certified facial plastic and reconstructive surgeon based in New York City.
- Clayton Hawkins is a celebrity hairstylist, specializing in wigs and extensions. Based in Los Angeles, his work has graced the cover of magazines, seen on red carpets and more.
- Dr. Michelle Henry is a board-certified dermatologist and Mohs Surgeon based in New York City.
- Rogerio Cavalcante is a hairstylist and the founder of The Second Floor Salon in New York City.
How we chose
We sorted through nearly 1,200 new launches, editor recommendations, trending and tried-and-true products to come up with 155 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.
