Your skin is the largest organ you have, so the way you treat it is important. Whether you have acne-prone skin and are searching for a solution, or hope to bring a little relief to chapped lips, the products below have all earned the Shop TODAY stamp of approval.
For Shop TODAY’s third annual Beauty Awards, staffers of various ages (along with a few members of our Mom Squad) incorporated new face moisturizers, trending body lotions, anti-aging products and more into their routines.
From retinol-packed products that tackle fine lines and wrinkles to vitamin C serums and creams that aim to tighten and brighten the skin, these award-winning products were tested and ranked in terms of quality, value and satisfaction.
Shop TODAY Beauty Award-winning acne treatments
There’s nothing worse than when a pimple pops up before a big event. Stop it in its tracks with these patches. Senior editor Jess Bender has sworn by the same pimple patches for years, but she shares that these have made her “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. 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.)”
Hero’s Mighty Patch is a tried-and-true favorite.
“I’ve used Hero acne patches ever since I can remember (other competitors, simply don’t compare!),” says associate editor Sierra Hoeger. “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.”
Stop breakouts at the source with this solution, which is said to help reduce the appearance of blemishes, clear congestion and visibly even your skin tone. Even better? The brand says it can also help reduce the appearance of fine lines and wrinkles.
Shop TODAY Beauty Award-winning cleansers
Beauty Awards tester (and mom of associate editor Lauren Witonsky) Sarah Whitman notes that she loved the texture of this cleansing balm. “It is a very, very soft waxy material when it comes out of the jar, and quickly softens even more on your fingers. It felt both gentle to apply, and nourishing to my skin.”
She adds, “It took off my makeup very well, without a harsh soap.”
This cleanser is designed to remove makeup and suncreen, while adding hydration to skin. Deputy editorial director Alexandra Deabler notes that she used it both in the morning and evening, and she appreciated that after a.m. use, it wouldn’t leave her face “feeling tight all day,” because of the hydration elements.
“As a fan of this brand’s cleansing balm, I had high expectations for their cleanser — and they were met,” says associate social editor Dani Musacchio. “I absolutely love the way this cleanser foams up and its gentle scent. It easily removes all my makeup and sunscreen from the day and I look forward to using it every night.”
One person who tried this cleanser noted that it felt so hydrating, her skin actually “felt like it plumped up a little.” According to the brand, the formula features technology that will deliver hydration to multiple layers of your skin.
Testers noted that they loved the smell of this cleanser, describing the scent as “lovely” and “light,” and saying that it makes skin feel clean without stripping it of moisture.
A favorite of Bender’s for the last few years, this “spicy” botanical cleansing balm is loaded with buzzy AHAs to protect your skin barrier while preventing moisture loss.
“I use probably a dime’s worth of product max to take care of my entire face,” she notes. “It leaves my skin not only feeling squeaky clean, but also looking super glowy and ethereal as I go to bed every night — talk about beauty sleep.”
Shop TODAY Beauty Award-winning moisturizers
“This product packs a lot of moisturizing power into a very lightweight cream,” says Rebecca Dube, the head of TODAY Parents. “If you want a powerful moisturizer but hate the feel of heavy creams, this is the one for you. Also it’s got a really nice, light, soap-like scent. It just smells and feels clean.
This cream contains a blend of niacinamide and plant extracts to help reduce dark spots and blemishes.
“This is absolutely my new go-to moisturizer,” says media coordinator Lauren Biggerstaff. “It is the perfect night or day product, but I use it during my nightly routine. I have combination skin and it felt soft and moisturizing on my dry cheeks, but not oily and sticky on my nose and forehead. I can’t wait to see if there is any change in dark spots or skin texture after another month of use.”
“Living in a drier climate, I’ve tried so many moisturizers, from drugstore brands to some of the priciest ones on the market. InnBeauty’s cream is absolutely the best so far,” says Amy Eley, assistant managing editor for TODAY.com “It may be a bit pricer than what you’d get at your corner store, but [it] gives the glow and firmness you’d get from much more expensive options. I used it in the morning only to stretch the product out and it kept its effect on my skin the entire day. I noticed a huge difference when returning back to my more basic drugstore face moisturizer and am making this a staple in my daily routine.”
This lightweight gel-cream is said to provide instant results that last for up to 24 hours.
“It hydrates my skin wonderfully while also making it plump,” says producer Eden Strassburg. “Since it is a gel, it’s lightweight enough to wear under makeup or wear to bed and wake up with your face hydrated.”
This cream is infused with hyaluronic acid, adenosine and ceramides to help hydrate and restore your skin as you sleep. The brand says that after just one night of use, you should wake up with more hydrated, smoother skin, but after seven nights, you may notice fewer lines, improved firmness and increased brightness.
This newly released formula promises to hydrate skin while absorbing excess oil. It’s lightweight and can work well for normal, combination and oily skin types, the brand says.
While it boasts a higher price point, this overnight cream is splurgeworthy with a 4.6 out of 5 rating from our reviewers. According to the brand, the formula not as drying as other retinoids and is hydrating which we love for nighttime use.
Shop TODAY Beauty Award-winning retinol
“I’ve been using this product for months now and I love how clean and plump my skin has felt since,” shared writer Jannely Espinal. “The oily texture feels like a relief on my skin and I love how smooth the texture is.”
Former editor Amanda Fama recently tested these hydrating retinol eye patches.
“I’m thoroughly obsessed with these under-eye patches from Derma-E,” she raves. “First of all, the smart design of these slightly-raindrop-shaped patches covers both the under-eye area and the crow’s feet area. Not to mention, they don’t slip around once applied. The ingredients are incredibly soothing, too (the hibiscus flower petals are my favorite part).”
“[This] capsule is great for travel,” notes Shelly Privette, mom of production coordinator Camryn Privette . “I’ve had absolutely no dryness or sensitivity with this product which is common for other retinols. I have noticed a firmness in my skin in the short time I’ve been using.”
Shop TODAY Beauty Award-winning facial spray
“If you’re in the market for a refreshing spray with CLEAN ingredients, look no further, Clearstem has got you covered!” says production coordinator Lia Pagnotta. “Product said it can be used under makeup, as a setting spray and/or as a refreshing mist throughout the day. I liked it best under makeup. it was cool and refreshing – and definitely had more substance to it than one of those water sprays.”
Shop TODAY Beauty Award-winning serums
This unique formula packs all of the benefits of a skin care serum into an ultra-portable stick. Both testers noted that the stick was easy to use and one shared that they loved how hydrating it is.
You don’t have to spend a ton of money to get effective skin care. Just look at this affordable serum, which one tester said “lived up to its claims.” They add, “It evened out my skin tone and texture without irritating my sensitive skin. I will be repurchasing.”
“Scarlett Johansson truly hit a home run her product line from The Outset,” says writer Emma Stessman. “I loved this serum, which was super hydrating for my dry skin. I’m also acne-prone and tend to break out when I try new products, but that didn’t happen with this! I even started a prescription-strength retinol in the last month and expected so much redness and peeling, but I didn’t have any! And I think that’s in part thanks to the added hydration from this serum. It’s a great base for the rest of your routine and keeps your skin feeling smooth and fresh, whether you’re going for a fresh-faced look or are going through your full makeup regimen.”
{This resurfacing cream] “delivers gentle, effective hydration,” says Vivien Moon’s mother, Julia Moon. “Its lightweight formula soothes my sensitive skin, absorbing quickly without residue. It leaves my skin soft and calm, making it a must-try for anyone with delicate skin.”
“My skin is super sensitive so I was nervous to try a new product, but this serum is deeply hydrating while also being lightweight,” says TODAY.com lifestyle reporter Rachel Paula Abrahamson. “I layered it under makeup with no problem, didn’t break out, and my skin was glowing afterward. I’m now a serum person!”
“[This[ made my skin so, so, so juicy and moisturized — I felt like a ripe fruit in the jungle,” summarizes TODAY.com senior entertainment editor Elena Nicolaou. “I have been looking for a moisturizer that won’t lead to breakouts and I found it. This product makes me want to touch my face because it is so soft (bad, I know)!”
A vitamin C is key for a routine that focuses on reducing pigmentation and dark spots, as experts note. This one got a perfect rating from our reviewers.
Great for all skin types, this serum is powered by a blend of peptides, marine extract and the brand’s TNS-MR formula to address fine lines and wrinkles.
We also love it because it is unscented and lightweight.
“Drunk Elephant’s Vitamin C works great for people with sensitive skin — it is gentle enough that it did not irritate my skin, and I was able to use it during the AM and PM,” says Strassburg. “It also works great under makeup and SPF.”
Editor-loved brand Sunday Riley is known for powerhouse products that target skin concerns with a blend of gentle ingredients. The Good Genes serum has been a favorite of editors in the past and it continues to stay atop the charts.
Shop TODAY Beauty Award-winning toner
Medicube has been a viral brand for the last year with innovations that keep us intrigued. Don’t let the bubbly pink color fool you, this toner is powered with good-for-you ingredients such as peptides and niacinamide to keep you glowing.
Shop TODAY Beauty Award-winning face SPF
“I have a sensitive sense of smell, so I loved its light refreshing scent,” mentions associate editor Allie Wise. “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 my holy grail!!” exclaims commerce insights associate Lauren Andre. “This tinted sunscreen has completely replaced my previous skin tint. It goes on smoothly and looks so natural.”
“I love how easy this is to apply, the nice citrusy scent and also how it feels light and good for your skin rather than like it’s clogging your pores,” mentions head of TODAY Parents Rebecca Dube. “That said, I am a very pale person so I need to buy sunscreen in bulk — because of the price point this would not be my choice for a daily sunscreen. However, to keep in your purse for touchups throughout the day on your face, it’s perfect.”
“This sunscreen was quite nice because of all the things it didn’t have: It didn’t have a sticky feel to it, it didn’t leave little bits and pieces on my face and it didn’t leave my hands needing to be washed after applying,” shares coordinating producer Alicia Ybarbo.
She also enjoyed how the texture “was smooth as can be and dispensed well from the packaging.”
If you’re all about a nice-smelling sunscreen, Musacchio says that this one has an “amazing scent.” While greasy (though which sunscreen isn’t?), another tester said that this is a great option for the summer.
Shop TODAY Beauty Award-winning body SPF
“This might be the greatest skin care launch of the last few years because it’s just perfect,” explains V. Moon. “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.”
“I don’t usually wear sunscreen when going on walks in the city, but am so glad I happened to test this product on the day that I did,” notes associate editor Lauren Witonsky. “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. 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.”
Sometimes reviews don’t need many words to get the point across. “[This] lightweight serum that applies seems feels comfortable and soothing,” summarizes Julia Moon.
Shop TODAY Beauty Award-winning exfoliators
“After washing this pore treatment off, I was shocked at how healthy my skin looked; my face was shining in the best way and felt so smooth,” explains Fama. “I haven’t been using it long enough to notice a difference in my pores, but I can tell that with time, this product will likely work.”
For brighter, more even skin, look no further than this gentle exfoliant. Not only is it good for normal, combination and oily skin, it is also our favorite overall exfoliator.
“I did feel glowier the next day: they were very easy to use and did not dry out despite being on my face for the 20 minutes it was on,” shares social video producer Meghan Murakami. “The shape makes them good for the cheeks but not so much for the chin/forehead.”
“I really enjoyed using this pad as it is easy to use and gentle on the skin,” notes Julia Moon. “It helps smooth and brighten my complexion, making my face feel refreshed and revitalized. Perfect for adding that extra glow to my skincare routine.”
Shop TODAY Beauty Award-winning face masks
“As someone with sensitive skin, I am very conscious about what I put on my face,” shares Wise. “While I loved that this product was enriched with key ingredients like niacinamide and glycerin, I did not like the consistency. I prefer super lightweight products, and this one felt a bit heavy. It was super hydrating, but given the feel, I probably wouldn’t purchase.”
Producer Melea McCreary reviewed this award-winning Aprilskin Calendula Peel Off Mask.
“You know when you take off a nose strip and feel so satisfied seeing how much gunk it pulled out of your pores?” she asks. “This is like that, but for your whole face, and far less irritating to remove. The mask really does come off in one large piece! And amongst the calendulas, you can see allllll the nasty it’s taken out of your skin. As someone who suffers from a lot of redness and rosacea in warmer months, it’s also done wonders for my redness and oil production after particularly hot days!”
“I loved how this product felt on my skin!” raves social media video producer Anita 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 feel 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!”
“I think my favorite thing about this face mask is how cooling it felt immediately after applying it!” shares Fama. “Since it’s a two-piece design, it stays in place without budging, and you can truly feel how nourished and glowing it leaves your skin.”
“I’ve been super interested in the salmon extract trend for skin care, so was excited to see how this would work!” raves associate editor Shannon Garlin. “This mask reminded me of the Biodance viral mask since it has a similar half-mask design (separate top and bottom application), I found this to be easy to adjust to your face shape. I can’t sleep with masks on overnight so I left it on for a couple of hours and it still made my face looking glowy, super hydrated and soft. I will definitely use again, and would buy a bigger pack!”
Shop TODAY Beauty Award-winning eye masks
“I love how these don’t slide down my face like other eye patches,” explains Musacchio. “There is nothing I disliked about this product.”
“I don’t think I have any need for the face patches version of these, but the under-eye patches really impressed me,” explains commerce producer Checka Ciammaichelli. “We even put these in a summer skin care segment! I can see how these would be super calming with a sunburn as well. I’m going to continue to reuse these until they fall apart.”
Shop TODAY Beauty Award-winning eye cream
“This is a very nice product,” notes Whitman. “The cream is the exact right texture, thick enough, but not too thick, and went on easily. It has no artificial fragrance which I like when used so close to my eyes. I felt like the cream gave my skin plumpness and a nice dewyness,” she says.
“I liked the pump because it was a sanitary way to dispense the product. Especially for use so close to my eyes, I liked that feature. I also liked that it is plant-based, vegan and cruelty-free, and made without many artificial ingredients.”
“I love, love, love this product,” notes Francesca Cocchi Zabloudil. “The brand calls it an “espresso shot for your eyes,” which is such an accurate description. It’s a true instant-results product: I swipe it on and immediately feel the skin beneath my eyes waking up due to the cooling effect. Not only does it perk up the skin, but it provides a subtle highlight that gives a brightening effect. It’s one of those products I’ll buy over and over again.”
“I loved this eye cream!” raves Strassburg. “It is thick enough that I can see and feel the hydration, but not too thick that my makeup was running underneath it. I noticed slight brightening effects on the bags under my eyes, but would like to use it for longer to see even more. I would definitely recommend this eye cream and I will continue to use it. It was also gentle enough to use on my eye area, where sometimes vitamin C can irritate. LOVE!”
Shop TODAY Award-winning skin care tools
Espinal reviewed this 2-in-1 mini skin care tool. “This product makes it easy for travel as is portable and easy to use,” she explains. “I like the warmth it releases when using it on the skin and how it has helped in adding a smooth texture on my skin.”
“As somebody who has used multiple LED masks (Omnilux, Higher Dose) and has had several treatments/facials that utilized LED lights, I am so impressed by the Shark CryoGlow mask,” mentions V. Moon. “From the initial start, this mask was revolutionary and unlike anything else which is a testament to the Shark Beauty team who innovate and are not even one step but miles ahead of the rest.”
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?
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