Our editors say these 100 beauty products deserve a spot in your vanity

Shop TODAY independently determines what we cover and recommend. When you click on or buy through our links, we earn a commission. Learn more.

Courtesy of Anita Chomenko; Courtesy of Danielle Murphy; Courtesy of Shannon Garlin

When it comes to the beauty products we recommend to our readers, we don't give out the title of 'holy grail' very lightly. Our editors spend most of their days going through viral trends, testing products for TODAY and documenting our thoughts on what's up-and-coming to ensure that you, too, can find the beauty products that you can't live without.

We hit many milestones in 2025 that testify that statement. We launched our third annual Beauty Awards, expanding it into other categories later in the year with Hair and Mature Beauty Awards, and hosted our first ever in-person event, Stages. All of which showcase our team's dedication to ensuring that what we recommend is worth the hype (and most importantly, worth the price tag). Whether that was asking the Shop TODAY mom group to try new launches or our team members spending hours of their work day in our self-proclaimed 'glam room' to document our testing process, we are constantly reviewing products to find you the best of the best.

Below are just some of the hundreds of beauty products we rummaged through last year. Specifically, the 100 best beauty products our editors tried in 2025, from mature beauty must-haves to Shop TODAY award winners.

Best skin care

The Ordinary Hyaluronic Acid 2% + B5 Hydrating Serum

• The Ordinary Hyaluronic Acid 2% + B5 Hydrating Serum $9.90 at Amazon
• The Ordinary Hyaluronic Acid 2% + B5 Hydrating Serum $9.90 at Sephora
• The Ordinary Hyaluronic Acid 2% + B5 Hydrating Serum $9.90 at Ulta

At just under $10, The Ordinary Hyaluronic Acid 2% + B5 Hydrating Serum is a huge bang for your buck if you have dry skin, with a long-lasting and impressive quality that is worth more than the price tag.

Medicube Collagen Overnight Wrapping Peel Off Facial Mask

AMAZON

Wearing a mess-free face mask while you sleep doesn't sound realistic, but Medicube managed to make the impossible, possible with the Collagen Overnight Wrapping Peel-Off Facial Mask. Per the brand, the face mask delivers up to eight hours of moisture and hydration, and comes off in one, clean-piece once you're ready to start your day.

Medicube's peel-off face mask in use

Grace & Stella Eye Masks

Amazon

• Grace & Stella Eye Masks $23.95 at Amazon
• Grace & Stella Eye Masks $23.99 at Target

From tackling dryness to dark circles, these Grace & Stella Eye Patches address multiple concerns while you wear, depending on the pack you choose.

"Whether my skin is feeling dry, tired or irritated, the second I put these patches on, it feels like my skin just had the most refreshing drink of water!," raved social video producer Anita Chomenko on the Illuminating Eye Masks. "I always feel better after wearing these for even just 20 minutes. If you’re in a pinch, 10 minutes does the trick, too!"

Laneige Lip Sleeping Mask

• Laneige Lip Sleeping Mask $24.00 at Amazon
• Laneige Lip Sleeping Mask $24.00 at Sephora

Pucker up! A constant bestseller during Amazon Prime Day, holidays and any time of year, this Laneige lip mask deeply hydrates your pout with with a berry fruit complex, murumuru seed and shea butter while you sleep.

Paula’s Choice Skin Perfecting 2% BHA Liquid Exfoliant

DIFFBOT

• Paula’s Choice Skin Perfecting 2% BHA Liquid Exfoliant $37.00 at Sephora
• Paula’s Choice Skin Perfecting 2% BHA Liquid Exfoliant $37.00 at Kohl's
• Paula’s Choice Skin Perfecting 2% BHA Liquid Exfoliant $37.00 at Paula's Choice

With 2% BHA and other skin-clearing ingredients, pores and excess oil won't have much power against Paula’s Choice Skin Perfecting 2% BHA Liquid Exfoliant. It's a highly-rated product across many retailers, with many customers praising its efficacy on addressing current and preventing future breakouts.

Charlotte Tilbury Magic Cream Moisturizer with Hyaluronic Acid

SOVRN

• Charlotte Tilbury Magic Cream Moisturizer with Hyaluronic Acid $69.00 at Ulta
• Charlotte Tilbury Magic Cream Moisturizer with Hyaluronic Acid $100.00 at Sephora
• Charlotte Tilbury Magic Cream Moisturizer with Hyaluronic Acid $69.00 at Nordstrom

We rounded up the best Charlotte Tilbury products, and we obviously had to include the Magic Cream in the line-up. The anti-aging moisturizer does more than just hydrate — according to the brand, uneven skin tone and wrinkles can improve with consistent use.

“[I] will sing its praises to anyone who will listen,” boasts associate editor Kamari Stewart-Jackson. ”I love that it doesn’t make my skin feel heavy or extra greasy,” she adds.

Best skin care products of 2025

• La Roche-Posay Toleriane Double Repair Face Moisturizer

  

  AMAZON

  • La Roche-Posay Toleriane Double Repair Face Moisturizer $24.99 at Amazon
  • La Roche-Posay Toleriane Double Repair Face Moisturizer $24.99 at Target
  • La Roche-Posay Toleriane Double Repair Face Moisturizer $25.99 at Ulta

• Tula Skin Care Eye Balm Glow & Get It Eye Balm

  

  AMAZON

  • Tula Skin Care Eye Balm Glow & Get It Eye Balm $38.00 at Tula
  • Tula Skin Care Eye Balm Glow & Get It Eye Balm $38.00 at Amazon
  • Tula Skin Care Eye Balm Glow & Get It Eye Balm $38.00 at Target

• Medicube Collagen Jelly Cream

  

  AMAZON

• Grande Cosmetics GrandeBROW 2-In-1 Tinted Brow Gel + Brow Enhancing Serum

  

  Sephora

  • Grande Cosmetics GrandeBROW 2-In-1 Tinted Brow Gel + Brow Enhancing Serum $22.56 at Amazon
  • Grande Cosmetics GrandeBROW 2-In-1 Tinted Brow Gel + Brow Enhancing Serum $38.00 at Target
  • Grande Cosmetics GrandeBROW 2-In-1 Tinted Brow Gel + Brow Enhancing Serum $38.00 at Ulta

• Kiehl's Ultra Facial Overnight Hydrating Face Mask

  

  AMAZON

  • Kiehl's Ultra Facial Overnight Hydrating Face Mask $45.00 at Amazon
  • Kiehl's Ultra Facial Overnight Hydrating Face Mask $45.00 at Ulta
  • Kiehl's Ultra Facial Overnight Hydrating Face Mask $45.00 at Sephora

• Medicube Zero Pore Pads 2.0

  

  AMAZON

  • Medicube Zero Pore Pads 2.0 $18.90 at Amazon
  • Medicube Zero Pore Pads 2.0 $21.00 at Ulta

• Kiehl's Ultra Facial Cream

  

  AMAZON

  • Kiehl's Ultra Facial Cream $39.00 at Amazon
  • Kiehl's Ultra Facial Cream $39.00 at Nordstrom

• Aprilskin Calendula Peel Off Mask

  

  DIFFBOT

  • Aprilskin Calendula Peel Off Mask $12.53 at Amazon
  • Aprilskin Calendula Peel Off Mask $19.00 at April Skin

• Derma-E Retinol Line Smoothing Hydro Gel Patches

  

  DIFFBOT

  • Derma-E Retinol Line Smoothing Hydro Gel Patches $30.95 at Dermae
  • Derma-E Retinol Line Smoothing Hydro Gel Patches $30.00 at Ulta

• Kelo-cote Advanced Formula Scar Gel

  

  AMAZON

• Elemis Superfood Midnight Facial

  

  AMAZON

  • Elemis Superfood Midnight Facial $61.50 at Amazon
  • Elemis Superfood Midnight Facial $62.00 at Sephora
  • Elemis Superfood Midnight Facial $62.00 at Macy's

• CeraVe Resurfacing Retinol Serum

  

  AMAZON

  • CeraVe Resurfacing Retinol Serum $18.68 at Amazon
  • CeraVe Resurfacing Retinol Serum $18.69 at Target
  • CeraVe Resurfacing Retinol Serum $21.99 at Ulta

• The Ordinary Multi-Peptide Lash and Brow Serum

  

  AMAZON

  • The Ordinary Multi-Peptide Lash and Brow Serum $14.90 at Amazon
  • The Ordinary Multi-Peptide Lash and Brow Serum $14.90 at Sephora
  • The Ordinary Multi-Peptide Lash and Brow Serum $14.90 at The Ordinary

• La Roche-Posay Pure Retinol Face Serum with Vitamin B3

  

  La roche Posay Serum

  • La Roche-Posay Pure Retinol Face Serum with Vitamin B3 $44.99 at Amazon
  • La Roche-Posay Pure Retinol Face Serum with Vitamin B3 $46.99 at Ulta
  • La Roche-Posay Pure Retinol Face Serum with Vitamin B3 $44.99 at Target

• Laneige Dreamy Lip Kit

  

• La Roche-Posay Pure 12% Vitamin C Serum

  

  AMAZON

  • La Roche-Posay Pure 12% Vitamin C Serum $44.99 at Amazon
  • La Roche-Posay Pure 12% Vitamin C Serum $44.97 at Walmart
  • La Roche-Posay Pure 12% Vitamin C Serum $46.99 at Ulta

Best sunscreen and SPF products

CeraVe Hydrating Mineral Sunscreen with Sheer Tint

DIFFBOT

• CeraVe Hydrating Mineral Sunscreen with Sheer Tint $13.97 at Walmart
• CeraVe Hydrating Mineral Sunscreen with Sheer Tint $16.99 at Ulta

This tinted SPF comes in three shades to even complexion and prevent a white cast. While we do wish for more shades, the brand claims the finish is sheer and flexible.

SpotMyUV UV Detection Stickers

AMAZON

New to UV stickers? Commerce writer Emma Stessman suggests in her review that they're a great way to remember to re-apply your SPF.

"On a recent trip to Greece, I spent nearly a week lounging, swimming, walking around and spending a majority of the daylight hours in direct sunlight, but I didn’t get sunburned once — and I think a lot of the credit for that can go to these stickers," she wrote in her review.

Before (left) and after (right) (Courtesy Emma Stessman)

Round Lab Birch Juice Moisturizing UV Lock SPF 45

AMAZON

• Round Lab Birch Juice Moisturizing UV Lock SPF 45 $21.55 at Amazon
• Round Lab Birch Juice Moisturizing UV Lock SPF 45 $24.99 at Target
• Round Lab Birch Juice Moisturizing UV Lock SPF 45 $24.99 at Ulta

Commerce writer Danielle Murphy put multiple face sunscreens to the test for our Ranked series, and ranked this K-beauty pick a favorite for pairing with makeup. The formula is lightweight, leaves no white cast and consists of zero fragrance.

Elizabeth Arden Eight Hour Cream Lip Protectant Stick

AMAZON

• Elizabeth Arden Eight Hour Cream Lip Protectant Stick $38.00 at Amazon
• Elizabeth Arden Eight Hour Cream Lip Protectant Stick $38.00 at Macy's

Because your lips deserve protection, too! Protect your pout from dryness and UV rays with this SPF-infused lipstick balm from Elizabeth Arden that was a top seller during Black Friday weekend last year.

EltaMD UV Clear Face Sunscreen SPF 46

AMAZON

• EltaMD UV Clear Face Sunscreen SPF 46 $43.00 at Amazon
• EltaMD UV Clear Face Sunscreen SPF 46 $41.99 at Target
• EltaMD UV Clear Face Sunscreen SPF 46 $44.00 at Dermstore

"I'm pleasantly surprised by this sunscreen's feel. It has a thicker consistency than other formulas but it doesn't leave feel heavy on my skin," Murphy previously said. "It also sinks in quickly, so I don't need to wait long for it to dry down before adding makeup. I found that my complexion products worked well with EltaMD's formula — never creasing or cracking — and even lasted a pretty long time on the face."

Best body care

Bio-Oil Skincare Body Oil Serum

Bio-Oil Skincare Body Oil, Vitamin E, Serum for Scars & Stretchmarks, Face & Body Moisturizer, 2 oz, All Skin Types

• Bio-Oil Skincare Body Oil Serum $11.12 at Amazon
• Bio-Oil Skincare Body Oil Serum $25.99 at Ulta
• Bio-Oil Skincare Body Oil Serum $25.49 at Target

If you are looking for a solution to minimize the appearance of scars and stretch marks, the perenially adored Bio-Oil body oil serum is a true treat for post-surgery, pregnancy, acne scars and more.

CeraVe Moisturizing Cream

AMAZON

• CeraVe Moisturizing Cream $15.97 at Amazon
• CeraVe Moisturizing Cream $19.89 at Target
• CeraVe Moisturizing Cream $13.58 at Walmart

Moisturize your skin from head-to-toe. Whether you apply on your skin or body (or both), this bestselling moisturizing cream from CeraVe supports and strengthens the skin barrier for smoother, hydrated skin.

Bioderma Atoderm Shower Oil

• Bioderma Atoderm Shower Oil $19.99 at Amazon
• Bioderma Atoderm Shower Oil $33.99 at Ulta
• Bioderma Atoderm Shower Oil $33.99 at Target

Moisturized skin starts in the shower. Case in point: the much-hyped-about Bioderma Atoderm Shower Oil, which promises up to 24 hours of moisture for even the driest of skin.

Sol de Janeiro Bum Bum Jet Set

AMAZON

• Sol de Janeiro Bum Bum Jet Set $34.00 at Amazon
• Sol de Janeiro Bum Bum Jet Set $34.00 at Ulta
• Sol de Janeiro Bum Bum Jet Set $34.00 at Sephora

All your body care travel essentials in one iconic Sol de Janeiro kit, featuring TSA-friendly bestsellers from the brand, so you smell amazing no matter your destination lands. Even better: It makes for an excellent last-minute gift if you're ever in a time crunch.

L'Occitane Cleansing & Softening Almond Shower Oil

AMAZON

• L'Occitane Cleansing & Softening Almond Shower Oil $29.00 at Ulta
• L'Occitane Cleansing & Softening Almond Shower Oil $29.00 at Sephora
• L'Occitane Cleansing & Softening Almond Shower Oil $48.00 at Amazon

With sweet almond oil as its star ingredient, this viral shower oil (which regularly sells out during major sales events like Black Friday and Cyber Monday) effectively softens and nourishes skin as you wash. But the sweet almond smell is what we can't get enough of.

Paula's Choice Retinol Skin-Smoothing Body Treatment

AMAZON

• Paula's Choice Retinol Skin-Smoothing Body Treatment $32.00 at Amazon
• Paula's Choice Retinol Skin-Smoothing Body Treatment $32.00 at Paula's Choice

We think of skin care serums and treatments for just our face, but they are also useful in our body care routines, too. This pick addresses uneven skin tone, dryness, firmness and more for smoother and more hydrated skin with time.

Sol de Janeiro Brazilian Bum Bum Cream

DIFFBOT

• Sol de Janeiro Brazilian Bum Bum Cream $48.00 at Amazon
• Sol de Janeiro Brazilian Bum Bum Cream $48.00 at Sephora
• Sol de Janeiro Brazilian Bum Bum Cream $48.00 at Ulta

On Amazon, Sol de Janeiro's Brazilian Bum Bum Cream boasts over 53,000 positive reviews and an average 4.6-star rating. Other retailers nearly echo the same, telling us that the hype around the body cream (especially its delicious nutty smell) is definitely real.

Nearly every person on the Shop TODAY team can't resist Sol de Janeiro's breakthrough cream

Best hair care

Everpro Gray Away Root Touchup Quick Stick

AMAZON

Stubborn grays? This affordable root touch-up stick offers a quick solution to hiding unwanted grey hairs, especially when you're in-between salon appointments.

“A hairstylist recommended this to us and says to think of it like filling in those test score bubbles from school: Start off light, then go back and fill in where needed,” editorial director Adrianna Brach recommends. “[It's a] genius little thing to throw in your purse and easily touch up in your car or even to travel with.”

Before (left) and after (right)

Luseta Rice Water Shampoo and Conditioner Set

• Luseta Rice Water Shampoo and Conditioner Set $26.39 at Amazon
• Luseta Rice Water Shampoo and Conditioner Set $61.00 at Luseta Beauty

Another Shop TODAY Hair Awards winner, the shampoo and conditioner duo above promotes fuller hair and controls frizz with the help of rice water.

Color Wow Dream Coat Supernatural Spray

AMAZON

• Color Wow Dream Coat Supernatural Spray $28.00 at Amazon
• Color Wow Dream Coat Supernatural Spray $28.00 at Ulta
• Color Wow Dream Coat Supernatural Spray $28.00 at Sephora

Just a few spritzes of the Color Wow Dream Coat Spray results in frizz-free, glassy hair that just requires heat to activate.

Nioxin Hair Fall Defense Shampoo

AMAZON

• Nioxin Hair Fall Defense Shampoo $29.00 at Amazon
• Nioxin Hair Fall Defense Shampoo $29.00 at Ulta

Nioxin's Hair Fall Defense Shampoo is a part of commerce editor and producer Julie Ricevuto's hair loss routine, which she highly contributes to her hair growth after stress-induced hair loss.

"It also deeply cleanses the scalp to remove buildup and create the optimal environment for hair to grow," she added.

Before (left) and after (right)

Amika The Shield Anti-Humidity Spray

• Amika The Shield Anti-Humidity Spray $32.00 at Amazon
• Amika The Shield Anti-Humidity Spray $32.00 at Sephora
• Amika The Shield Anti-Humidity Spray $32.00 at Kohl's

This lightweight heat protectant spray promises protection against humidity and frizz for up to 24 hours, according to the brand.

Before (left) and after (right)

Dr. Groot Miracle in Shower Treatment

AMAZON

"Post-application and blow-dry, I could feel a difference immediately. My head felt lighter somehow, but the formula didn't take away the fullness of my naturally thick hair," Murphy raved in her personal review. "I also couldn't stop myself from running my fingers through my hair every few minutes or so because my hair felt so, so soft. Again, this is without any styling products!"

Best hair care products of 2025

• Nutrafol Women's Balance Supplements

  

  Sephora

  • Nutrafol Women's Balance Supplements $88.00 at Sephora
  • Nutrafol Women's Balance Supplements $79.00 at Nutrafol

• SickScience PowerCycle Exosome Hair Growth Serum

  
  • SickScience PowerCycle Exosome Hair Growth Serum $64.00 at Amazon
  • SickScience PowerCycle Exosome Hair Growth Serum $64.00 at SickScience

• Color Wow Money Mist Leave-in Conditioner

  

• R+Co Dallas Hair Thickening Spray

  
  • R+Co Dallas Hair Thickening Spray $34.00 at R+Co
  • R+Co Dallas Hair Thickening Spray $34.00 at Amazon

• Color Wow Raise the Root Thicken + Lift Spray

  

  AMAZON

  • Color Wow Raise the Root Thicken + Lift Spray $24.00 at Amazon
  • Color Wow Raise the Root Thicken + Lift Spray $24.00 at Ulta
  • Color Wow Raise the Root Thicken + Lift Spray $24.00 at Sephora

• Marc Anthony Anti-Frizz Shield Ultimate Blowout Spray

  

• Joico Scalp Vitality Exfoliating Foaming Scrub

  

  AMAZON

  • Joico Scalp Vitality Exfoliating Foaming Scrub $26.00 at Amazon
  • Joico Scalp Vitality Exfoliating Foaming Scrub $26.00 at Ulta

• Amika Brooklyn Bombshell Blowout Spray

  

  AMAZON

  • Amika Brooklyn Bombshell Blowout Spray $32.00 at Amazon
  • Amika Brooklyn Bombshell Blowout Spray $32.00 at Amika
  • Amika Brooklyn Bombshell Blowout Spray $32.00 at Sephora

• Color Wow Dream Coat for Curly Hair

  

  AMAZON

• Lola From Rio Rapunzel Strengthening Hair Mask

  
  • Lola From Rio Rapunzel Strengthening Hair Mask $16.99 at Amazon
  • Lola From Rio Rapunzel Strengthening Hair Mask $16.99 at Lola from Rio

• IGK Jet Lag Invisible Dry Shampoo

  

  Sephora

  • IGK Jet Lag Invisible Dry Shampoo $34.00 at Sephora
  • IGK Jet Lag Invisible Dry Shampoo $34.00 at Nordstrom

• Color Wow Pop + Lock Frizz Control Serum

  

  DIFFBOT

  • Color Wow Pop + Lock Frizz Control Serum $24.00 at Ulta
  • Color Wow Pop + Lock Frizz Control Serum $24.00 at Sephora
  • Color Wow Pop + Lock Frizz Control Serum $24.00 at Revolve

Best makeup

Maybelline Lash Sensational Sky High Washable Mascara

• Maybelline Lash Sensational Sky High Washable Mascara $8.38 at Amazon
• Maybelline Lash Sensational Sky High Washable Mascara $12.19 at Target
• Maybelline Lash Sensational Sky High Washable Mascara $13.99 at Ulta

A No. 11 bestseller in the mascara category on Amazon, Maybelline's Lash Sensational Sky High Washable Mascara proves that longer lashes doesn't have to break the bank.

Essence Lash Princess Mascara Holiday Gift Set

AMAZON

This gift set includes four bestsellers from Essence's Lash Princess collection, so you can find the right match for you or to gift to someone else.

Laura Geller New York Baked Balance-n-Brighten Color Correcting Powder Foundation

AMAZON

• Laura Geller New York Baked Balance-n-Brighten Color Correcting Powder Foundation $22.00 at Amazon
• Laura Geller New York Baked Balance-n-Brighten Color Correcting Powder Foundation $38.00 at Ulta
• Laura Geller New York Baked Balance-n-Brighten Color Correcting Powder Foundation $38.00 at QVC

If you love Laura Geller as much as we do, the brand's powder foundation is a favorite amongst the Shop TODAY team and customers for a reason. Over 64,000 Amazon reviewers raved that the formula is blendable, smoothing and suitable on mature skin.

It Cosmetics Bye Bye Dark Spots Concealer

AMAZON

• It Cosmetics Bye Bye Dark Spots Concealer $23.95 at Amazon
• It Cosmetics Bye Bye Dark Spots Concealer $30.00 at Ulta
• It Cosmetics Bye Bye Dark Spots Concealer $30.00 at It Cosmetics

This concealer conceals and treats in one, promising the improvement of dark spots, fine lines, skin texture and more as you use.

Clinique Almost Lipstick in Black Honey

• Clinique Almost Lipstick in Black Honey $25.00 at Clinique
• Clinique Almost Lipstick in Black Honey $25.00 at Amazon
• Clinique Almost Lipstick in Black Honey $25.00 at Ulta

Where would we be without Clinique's iconic Black Honey lipstick? It is a staple in the beauty world and in the Shop TODAY office for a very good reason, with a sheer, universal color that enhances your natural lip tone.

Courtesy Melissa Garcia / Susan Cocchi

Clinique High Impact Waterproof Mascara

DIFFBOT

• Clinique High Impact Waterproof Mascara $27.00 at Ulta
• Clinique High Impact Waterproof Mascara $27.00 at Amazon
• Clinique High Impact Waterproof Mascara $27.00 at Macy's

After trying over 50 mascaras, this pick from Clinique was in associate editor Shannon Garlin's top five favorite mascaras of all time. "The buildable formula applies effortlessly without any clumping. And for sensitive eyes, the first ingredient in it is water, so I found it to be super gentle when taking off at the end of the day," she wrote.

Before (left) and after (right)

Prime Prometics PrimeLash Mascara

• Prime Prometics PrimeLash Mascara $28.00 at Amazon
• Prime Prometics PrimeLash Mascara $28.00 at Prime Prometics

For those with sensitive and/or mature eyes, this mascara from Prime Prometics was specifically designed for these lashes in mind. As we age, our lashes become thinner and shorter, but the mascara makes it easier to apply and layer on this lash type.

Courtesy of Faissal Darwish

Best hand and nail care products

Onsen Nail & Cuticle Cream Treatment

AMAZON

Epres ePhD Bond Repair Nail Treatment

AMAZON

• Epres ePhD Bond Repair Nail Treatment $20.00 at Amazon
• Epres ePhD Bond Repair Nail Treatment $20.00 at Epres

Brittle, dry nails? We might've found the solution. According to the brand, this reparative treatment rebuilds years of damage on nails to encourage stronger growth.

Nécessaire The Hand Retinol

• Nécessaire The Hand Retinol $38.00 at Amazon
• Nécessaire The Hand Retinol $38.00 at Sephora
• Nécessaire The Hand Retinol $38.00 at Nécessaire

Best mature beauty products

Medix 5.5 Retinol Body Lotion Firming Moisturizer

With over 37,000 rave reviews on Amazon, we obviously had to put the Medix 5.5 Retinol Body Lotion to the test. Freelance writer Tanya Edwards said in her personal assessment on the product that she applies the lotion "every morning after my shower, and it keeps my skin feeling soft all day without having to reapply."

Courtesy Tanya Edwards

L'Oreal Paris Revitalift Triple Power Anti-Aging Face Moisturizer

AMAZON

• L'Oreal Paris Revitalift Triple Power Anti-Aging Face Moisturizer $26.99 at Amazon
• L'Oreal Paris Revitalift Triple Power Anti-Aging Face Moisturizer $28.49 at Target
• L'Oreal Paris Revitalift Triple Power Anti-Aging Face Moisturizer $29.99 at Ulta

A good moisturizer doesn't have to break the bank. At under $30, L'Oreal Paris's Revitalift Triple Power proves just that, with a bold promise of smoother and lifted results in just one week of use.

RoC Retinol Correxion Max Daily Hydration Anti-Aging Face Moisturizer

AMAZON

• RoC Retinol Correxion Max Daily Hydration Anti-Aging Face Moisturizer $28.47 at Amazon
• RoC Retinol Correxion Max Daily Hydration Anti-Aging Face Moisturizer $28.49 at Target
• RoC Retinol Correxion Max Daily Hydration Anti-Aging Face Moisturizer $37.99 at Ulta

Peter Thomas Roth Instant FIRMx Eye Temporary Eye Tightener Easy-Wear Formula

• Peter Thomas Roth Instant FIRMx Eye Temporary Eye Tightener Easy-Wear Formula $39.00 at Ulta
• Peter Thomas Roth Instant FIRMx Eye Temporary Eye Tightener Easy-Wear Formula $39.00 at Sephora
• Peter Thomas Roth Instant FIRMx Eye Temporary Eye Tightener Easy-Wear Formula $39.00 at Peter Thomas Roth

The results speak for themselves! Jody Ricevuto, mom of Ricevuto, gave it a perfect score for our Mature Beauty Awards for its instant firming and tightening effect on deep wrinkles and crow's feet.

Before (left) and after (right)

Elizabeth Arden Advanced Ceramide Face Serum Capsules

AMAZON

• Elizabeth Arden Advanced Ceramide Face Serum Capsules $56.00 at Amazon
• Elizabeth Arden Advanced Ceramide Face Serum Capsules $56.00 at Ulta
• Elizabeth Arden Advanced Ceramide Face Serum Capsules $56.00 at Macy's

You'll get the right amount of product each time you use these single-dose capsules from Elizabeth Arden, which are filled with an anti-aging ceramide-based seurm.

SickScience ShapeShift Jaw Defining Serum

AMAZON

• SickScience ShapeShift Jaw Defining Serum $64.00 at Amazon
• SickScience ShapeShift Jaw Defining Serum $64.00 at SickScience

Before (left) and after (right)

Best mature beauty products of 2025

• DRMTLGY Tinted Moisturizer with SPF 46

  

  DRMTLGY Tinted Moisturizer with SPF 46. Universal Tint. All-In-One Face Sunscreen and Foundation with Broad Spectrum Protection Against UVA and UVB Rays. 1.7 oz

  • DRMTLGY Tinted Moisturizer with SPF 46 $31.00 at Amazon
  • DRMTLGY Tinted Moisturizer with SPF 46 $24.80 at DRMTLGY

• Elizabeth Arden 4% Retinol + HPR and Ceramides Capsules

  

  AMAZON

  • Elizabeth Arden 4% Retinol + HPR and Ceramides Capsules $89.00 at Amazon
  • Elizabeth Arden 4% Retinol + HPR and Ceramides Capsules $89.00 at Elizabeth Arden

• Womaness Let's Neck Firming Serum

  

  AMAZON

  • Womaness Let's Neck Firming Serum $24.49 at Amazon
  • Womaness Let's Neck Firming Serum $34.99 at Womaness
  • Womaness Let's Neck Firming Serum $24.49 at Walmart

• Medix 5.5 Vitamin C Lotion + Collagen Cream Anti Aging Moisturizer Skincare Set

  

  AMAZON

• GoPure Beauty Tighten & Lift Neck Cream

  

Best dental care

Colgate Optic White Overnight Teeth Whitening Pen and Whitening Toothpaste Kit

TARGET

• Colgate Optic White Overnight Teeth Whitening Pen and Whitening Toothpaste Kit $19.99 at Target
• Colgate Optic White Overnight Teeth Whitening Pen and Whitening Toothpaste Kit $24.99 at Walgreens
• Colgate Optic White Overnight Teeth Whitening Pen and Whitening Toothpaste Kit $29.99 at CVS

Opalescence Go 15% Prefilled Teeth Whitening Trays

AMAZON

• Opalescence Go 15% Prefilled Teeth Whitening Trays $48.89 at Walmart
• Opalescence Go 15% Prefilled Teeth Whitening Trays $84.00 at Amazon

Waterpik Aquarius Water Flosser

AMAZON

• Waterpik Aquarius Water Flosser $59.99 at Amazon
• Waterpik Aquarius Water Flosser $59.99 at Waterpik

With 10 settings for a personalized clean, your gums and teeth will surely feel the clean, especially with a brand promise of 99.9% of plaque bacteria removal with use. Several members of the Shop TODAY team consider it a tried-and-true favorite, including deputy managing editor Jess Bender who says “over time with regular use, I’ve noticed my gums becoming less sensitive and have overall less plaque buildup versus my experience with other water flossers."

Waterpik Cordless Advanced 2.0 Water Flosser

AMAZON

• Waterpik Cordless Advanced 2.0 Water Flosser $74.77 at Amazon
• Waterpik Cordless Advanced 2.0 Water Flosser $79.99 at Waterpik

Crest 3D Whitestrips (20 Pack)

AMAZON

According to the brand, expect teeth 34 levels brighter with this kit alone, featuring 20 whitening strips and a whitening light for fast and noticeable results.

Philips Sonicare ProtectiveClean 5300 Rechargeable Electric Toothbrush

AMAZON

This bestselling smart toothbrush reminds you when it is time to replace your brush head, when to stop brushing and when you're using too much pressure for a tailored cleaning experience.

Oral-B iO Deep Clean Rechargeable Electric Powered Toothbrush

AMAZON

With three brushing modes, pressure sensing and deep plaque removal, it's no doubt the Oral-B iO delivers an effective clean.

Oral-B Genius X Limited Rechargeable Electric Toothbrush

AMAZON

• Oral-B Genius X Limited Rechargeable Electric Toothbrush $144.82 at Amazon
• Oral-B Genius X Limited Rechargeable Electric Toothbrush $144.99 at Walmart

This Oral-B electric toothbrush promises 100% more plaque removal compared to a manual toothbrush. And with a 'personal coaching' feature, the toothbrush even directs you on the right amount of coverage and pressure while you brush.

Best beauty tools

The Original Makeup Eraser

AMAZON

• The Original Makeup Eraser $20.00 at Amazon
• The Original Makeup Eraser $20.00 at Nordstrom
• The Original Makeup Eraser $20.00 at Makeup Eraser

One Makeup Eraser equals to 3,600 makeup wipes, according to the brand. It offers a sustainable, built to last alternative to removing makeup and grime.

Body Restore Shower Steamers Aromatherapy

AMAZON

You deserve a spa day. Give yourself a boost of relaxation with these bestselling aromatherapy shower melts, which are infused with essential oils for a true at-home spa experience.

Clean Skin Club Clean Towels XL

AMAZON

Made from compostable materials, these 'always clean,' disposable face towels give you a bacteria-free use each time you dry your face.

Real Techniques Everyday Essentials Makeup Brush Kit

• Real Techniques Everyday Essentials Makeup Brush Kit $18.60 at Amazon
• Real Techniques Everyday Essentials Makeup Brush Kit $20.00 at Ulta
• Real Techniques Everyday Essentials Makeup Brush Kit $21.49 at Target

Wavytalk Turblow Pro

• Wavytalk Turblow Pro $61.36 at Amazon
• Wavytalk Turblow Pro $99.00 at Wavy Talk

"I was blown away when I first switched it on — literally," Garlin said in her review. "It's so compact and lightweight; I was not expecting the wind power of this hair dryer. There are three speeds, and the lowest speed is similar to a standard hair dryer, while the highest speed feels like a Category 5 hurricane."

Vivian Le / TODAY

HigherDOSE Red Light Hat

• HigherDOSE Red Light Hat $449.00 at Amazon
• HigherDOSE Red Light Hat $449.00 at Sephora
• HigherDOSE Red Light Hat $449.00 at HigherDOSE

Read light therapy can be an effective treatment for address hair loss. Instead of using a panel or brush, this award-winning red light hat just requires you to wear it as is to see results.

Vivian Le / TODAY

Dyson Airwrap Origin

AMAZON

• Dyson Airwrap Origin $549.99 at Best Buy
• Dyson Airwrap Origin $549.99 at Amazon

It seems that everyone knows about the Dyson Airwrap. For a voluminous blow out to swift, dried hair without the heat damage, you'll want to give this viral product a try for yourself.

Best beauty tools of 2025

• Body Restore Heated Eye Mask (5 Pack)

  

• Cinema Secrets Makeup Brush Cleaner

  

  DIFFBOT

  • Cinema Secrets Makeup Brush Cleaner $24.00 at Sephora
  • Cinema Secrets Makeup Brush Cleaner $14.99 at Amazon
  • Cinema Secrets Makeup Brush Cleaner $28.00 at Kohl's

• Sdkwdh Red-Light-Therapy-for-Face-and-Neck

  

• MainBasics Dry Brushing Body Brush

  

  AMAZON

• Virtue 6-in-1 Hair Styler

  

  AMAZON

  • Virtue 6-in-1 Hair Styler $38.00 at Amazon
  • Virtue 6-in-1 Hair Styler $38.00 at Sephora
  • Virtue 6-in-1 Hair Styler $38.00 at Ulta

• Wavytalk Hair Straightener Brush

  

  AMAZON

• Kintion Pocket Mirror

  

  AMAZON

• T3 Aire 360 Multi-Styler & Blowout System

  

  AMAZON

  • T3 Aire 360 Multi-Styler & Blowout System $299.99 at Amazon
  • T3 Aire 360 Multi-Styler & Blowout System $299.99 at Ulta

• Dyson Supersonic Origin Hair Dryer

  

  Dyson Supersonic™ Origin Hair Dryer

  • Dyson Supersonic Origin Hair Dryer $299.99 at Dyson
  • Dyson Supersonic Origin Hair Dryer $382.19 at Amazon

• Conair InifitiPro Hair Dryer and Flat Iron Limited Edition Bundle

  

  AMAZON

• Revlon One-Step Hair Dryer and Styler

  

  AMAZON

How we chose the best beauty products

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. We based the best beauty products on editor-tested and -recommended picks, along with Shop TODAY bestsellers.

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.