Every year, the beauty industry brims with innovation — but only a few products rise above the rest. That’s precisely the promise behind the 2025 Shop TODAY Beauty Awards, now in its third year. With 165 winning products handpicked from hundreds of contenders, this year’s list reflects the best in skin care, body care, and makeup — all tested by a panel of over 100 reviewers from the TODAY team.
Whether you’re in search of a multitasking serum tint or a clinical-grade LED mask, this curated selection spans affordable icons to high-performance indulgences, offering beauty consumers a reliable guide through the cluttered cosmetic landscape.
At the forefront of innovation is the Shark Beauty CryoGlow Cooling + LED Face Mask — awarded most innovative skin tool of the year. Merging red, blue, and infrared light therapy with under-eye cooling, it promises both anti-aging and acne-fighting benefits in a sleek, high-tech format. It’s a favorite of editors and a daily ritual for many who’ve seen visible skin improvements.
For body care, Tula’s Barrier Balance Ceramide Body Moisturizer stood out with its instant smoothing effect. Earning a perfect five-star rating, this formula strengthens the skin barrier while hydrating deeply — a crucial feature for those navigating dryness or age-related skin changes.
Under-eye care made waves with Derma-E’s Retinol Line Smoothing Hydro Gel Patches, blending retinol, bakuchiol, and rose water into non-irritating patches that work in just ten minutes. The teardrop shape ensures targeted coverage, making them a go-to before makeup or late-night events.
Multitasking products shone brightly, especially Versed’s Multi-Serum Skin Tint SPF 40, which combines serum skincare, sun protection, and foundation coverage in a single pump. Recommended by celebrity artists, it’s ideal for users who value time, efficacy, and long-term skin health.
Other standouts include E.l.f.’s Bright Icon Vitamin C + E + Ferulic Serum, praised for delivering premium-level brightening results at a fraction of the cost, and Essie’s UV Gel Damage Repair, a nail treatment that offers salon-quality strengthening and gloss without leaving home.
This year’s awards also acknowledged luxury essentials like Tatcha’s Brightening Eye Cream, Elizabeth Arden’s Retinol Ceramide Capsules, and Paula’s Choice Pro-Collagen Peptide Moisturizer — all favored by experts for their rich textures, ingredient integrity, and tangible results.
What makes this awards list unique is the hybrid approach: real-world testing combined with editorial and expert analysis over five months. Each product not only passed stringent performance metrics but also excelled in texture, wearability, and value — critical elements for the modern beauty connoisseur.
With beauty evolving into a more functional, hybrid space — the 2025 Shop TODAY Beauty Awards act as a compass. From dermatologist-approved treatments to Instagram-worthy skincare, this list is more than a shopping guide; it’s a curated celebration of where beauty meets science and sensibility.
