When it comes to you and your beauty routine, you deserve the best of the best. To help you discover exactly that, NewBeauty recently announced the winners of their 15th Annual Beauty Awards, showcasing top-rated picks across the categories of skin, makeup, body, hair care and more.
Sarah Eggenberger, the senior editor-at-large at NewBeauty, stopped by TODAY to discuss some of her favorites from the list. Her team went through months of exfoliating, brushing, spraying and other various types of testing to narrow down their top picks. They also enlisted an expert panel of 150 board-certified dermatologists and plastic surgeons to offer their expertise.
From a facial oil for mature skin to a trendy tinted brow gel, there's something on this list for everyone — regardless of skin concern and type. Below, you’ll find six winners that earned the NewBeauty Magazine seal of approval.
NewBeauty Beauty Awards 2025 winners seen on TODAY
Best Facial Oil for Aging Skin: Dew Ritual Triple Lipid Facial Oil
"This is a pre-makeup/pre-moisturizer face oil made to tackle aging, fine lines and uneven skin tones, which we found worked in as little as two weeks!" raves Eggenberger.
If you have mature skin, this Dew Ritual Triple Lipid Facial Oil is a must. Infused with vitamin C and bakuchiol, this brightening moisturizer hydrates and nourishes the skin with eight botanical oils for a fresher complexion.
Best Under-Eye Color Corrector: Caliray Brightening + Hydrating Under Eye Color Corrector
"Late night? allergies? we love that this little tube handles all of it because it’s a three-in-one color corrector, concealer and illuminator," says Eggenberger.
This lightweight makeup is formulated to brighten your skin and help conceal dark circles. Available in ten unique shades, this soothing formula contains peptides and three hyaluronic acids for hydration.
"It also works beyond the undereye to neutralize skin tone across the face for less redness and less pigmented sun spots," she adds.
Best Tinted Brow Gel: Anastasia Beverly Hills Volumizing Tinted Brow Gel
Get fuller brows instantly with this thick, volumizing gel. This tinted makeup features a dual-sided applicator, comes in nine shades and is available in both standard size as well as a travel-friendly mini size.
"We found that the Anastasia Beverly Hills Volumizing Tinted Brow Gel gives instant color, structure, and a soft, full finish — without flaking or stiffness" Eggenberger shares. "The brush uses its long bristles to tint and volumize brow hairs from root to tip, while the short bristles coat the skin, adding extra definition and detail," she adds.
Best Cream Blush Stick: Rhode Pocket Blush
Stop making me blush! Command any room with this viral cream blush that can easily fit in your purse or pocket. This mini blush is super smooth and provides your skin with a natural glow without feeling greasy, according to the brand.
It is also available in eight fun colors, including Spicy Marg and Juice Box. "The best part? it’s multifunctional! not only can you apply to your cheeks, but also to your lips and even eyelids for a monochromatic look!" explains Eggenberger.
Best Loose Setting Powder:Makeup by Mario SurrealSkin Soft Blur Setting Powder
"If powders seem unnecessary, messy or scare you, this one might change your mind!" states Eggenberger. This talc-free setting powder blurs and smooths skin for up to 12 hours, according to the brand. Formulated with amino acid, kaolin and squalane, this luxurious powder is super lightweight and comes in seven shades.
Best Setting Spray: e.l.f. Power Grip Dewy Setting Spray
"This is our winner for best setting spray and not only is it budget friendly, but it delivers luxury-level performance!" exclaims Eggenberger. This long-lasting setting spray is free of parabens — and it's non-sticky while providing skin with a hydrated, dewy look. Eggenberger cautions users to shake before using and then spray across your face evenly before letting it sit for a few minutes.
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Best Makeup Remover: Bubble Magic Melt Micellar Milk
This Bubble Magic Melt Micellar Milk — which is formulated for dry and sensitive skin — helps remove makeup, oil and SPF from your complexion. The affordable skin care product is also made with oat extract, raspberry seed oil and meadowfoam seed oil to soothe the skin and lock in hydration.
Best Retinal Serum: Paula’s Choice Pro Retinaldehyde Dual-Retinoid Advanced Treatment
This dual retinoid formula should be applied to the face and neck three times a week (to start) — and then you can gradually increase it based on individual tolerance, says the brand. Great for all skin types including acne-prone skin, this Amazon's Choice anti-aging serum comes in two sizes and is free of fragrances.
Best Multitasking Serum for Aging Skin: Exuviance Age Reverse+ Total Correct Serum
This all-in-one face serum helps target 10 key signs of visible aging, including texture, fine lines and wrinkles, firmness and more. This "holy grail" skin care product absorbs quickly and layers easily under moisturizer. It also is enriched with hyaluronic acid and the brand's MicroDiPeptide229 Technology.
Best Shampoo for Thinning Hair: Aveda Invati Ultra Advanced Exfoliating Shampoo
If you've noticed your hair thinning recently, this may be a solution. This exfoliating shampoo contains wintergreen-derived salicylic acid which helps unclog pores. One Amazon reviewer even refers to this hair care product as "the best shampoo ever."
NewBeauty Beauty Awards 2024 winners
Best Muscle Soother: Will Perform Lidocaine Pain Relief Lotion
Your recovery regimen is vital to a speedy recovery. Incorporate this pain relief lotion to your routine to soothe and numb aches in the shoulders, knees, elbows, legs, neck and other parts of the body. This is thanks to the combination of 4% lidocaine and botanicals in its formula, which is also non-sticky and a quick-dry formula for on-the-go relief, suggests the brand. “It applies with roller balls so you can put it directly where you need it without any mess,” Eggenberger says. “It feels so good to apply at night to help with tired, sore muscles.”
Best CC Cream: E.l.f. Cosmetics Camo Hydrating CC Cream
“Color-correcting cream, CC Creams for short, exists at the intersection of foundation, moisturizer and sunscreen,” explains Eggenberger. “So that means if you want a little assistance covering uneven skin, while balancing skin and tone, the E.l.f. CC Cream will actually help, leaving you with hydrated dewy skin upon application.”
The full-coverage and color-correcting formula does more than leave the skin with a dewy finish. It simultaneously hydrates with vitamin B5, tremella mushroom and hyaluronic acid, and shields the skin from the sun with an SPF of 30.
Best Multi-Stick: Mango People Multi Stick
While we are on-the-go, it might be difficult to pack some of your makeup essentials. But Mango's multi-stick can be applied on the eyelids, cheeks and lips to touch-up your look or add a buildable flush of color regardless of where your travels take you.
As for how much to apply to achieve a particular appearance, it's simple: "For a bolder look, apply directly from the tube and use my fingers to blend and diffuse," suggests Eggenberger. "For a softer, more natural look, use a brush to apply the cream."
Best Root Touch-Up Powder: Madison Reed The Great Cover Up Root Touch Up + Brow Filler
For when you don't have time to stop by the salon, use this root touch-up powder to conceal outgrown roots or grays. "The powder clings to regrowth, hiding the grays, and it also tints your scalp a tiny bit, making your hairline look fuller — bonus!," Eggenberger says. The pigment should last up until your next shampoo, as it claims to be rain-proof, sweat-proof and pillow-proof. It can also be used to fill in your brows, and includes two brushes to use to shape or camouflage.
Best Facial in a Jar: OleHenriksen Dewtopia 25% Acid Flash Facial Mask
Not everyone has the time or budget to take a trip to the spa. And while this face mask is an investment in itself, it beats the cost of monthly facials. “As soon as you open the lid of the pot, you are hit by a delicious lemon scent, like a freshly-baked lemon drizzle cake, and it looked good enough to eat as well,” says Eggenberger. ‘The mask is a thick consistency with a gorgeous opal-like shimmer. With one finger scoop, the professional way to measure any skin care products, to cover your entire face.”
Touted as a “facial in a jar” by NewBeauty, OleHenriksen’s Dewtopia Flash Facial contains a powerful blend of 25% AHAs and PHAs that should improve texture, dullness pores and fine lines. The brand suggests that users can see results in just five minutes.
Best Retinol Body Serum: Nécessaire The Body Retinol
A lot of skin care concerns can be treated with the same ingredient: vitamin A. "Vitamin A has recently become more common in body care, helping address those same concerns that you have on your face on your body. Because why wouldn’t you want your limbs to more closely match the smoothness of your face and neck?"
On top of vitamin A, Nécessaire’s The Body Retinol also has a blend of 0.1% pure retinol, AHA, peptides, vitamins and glycerin, to gently treat and prevent fine lines, wrinkles and crepiness in one. Since it does contain retinol, it is best applied at night.
NewBeauty Beauty Awards 2023 winners
Olay Regenerist Micro-Sculpting Cream
This cream has been a drugstore staple since it first launched. We attribute this to its impressive blend of hyaluronic acid, niacinamide and amino peptides, which apparently work together to diminish fine lines and plump the skin. It doesn’t hurt that the cream is at an unbeatable price point for all that it offers, too.
Repêchage Hydrating Facial Spray
Based on their glowing reviews, facial sprays — like this one from Repêchage — offer more benefits than you would think. Just a quick spritz should boost skin hydration and leave a glowing complexion. You can use this for a post exercise refresh, or when you just need a quick pick-me-up. You can even use the product as a setting spray, according to one reviewer, and as a post-shave for men, too.
Nakery Beauty Body & Hand Wash
Some hand soaps can leave the hands dry and/or with an unpleasant residue. But Nakery Beauty claims to provide a solution with this body and hand wash. This product contains two highly hydrating ingredients — squalane and tri-hyaluronic acid — to improve dry and textured skin. The brand claims after one cleanse, your skin should feel “silky soft and smooth” without needing to apply moisturizer. Sign us up!
Doctor Rogers Restore Healing Balm
We appreciate a product that can do more than what it is marketed for. Case in point: Doctor Rogers’ Skin Care Restore Healing Balm. For those who have dry, damaged skin, this balm helps restore stressed skin (it has the National Eczema Association Seal of Acceptance!) by speeding up its healing process. It also claims to protect and repair burns, cuts and chapped areas. There’s room to use it for non-health purposes, too, such as taming eyebrows, hydrating cuticles and preserving tattoos. Talk about an all-in-one product.
Shiseido Soft Blurring Primer
Seamless makeup application starts with the base: your primer. This one from Shiseido promises “to refine the appearance of pores, erase excess shine, and blur imperfections” with the help of its light-diffusing trio (snowflake powder, mattifying peptides and sebum catch powder). The skin should feel hydrated; your makeup blurred; and your complexion radiant. We are adding points for it being colorless and non-comedogenic.
Bumble and Bumble Don’t Blow It (H)air Styler
According to Bumble and Bumble, this hair styling product can add texture and bounce to your strands without the crunchy feel. This is especially beneficial for fine to medium hair types who need a volumizing product that won’t feel heavy on the strands. Additionally, the styler contains UV filters to “protect against the drying effects of the sun.”
Meet the expert
- Sarah Eggenberger is the senior editor-at-large for NewBeauty.
How we chose
The Shop TODAY team spoke with NewBeauty senior editor-at-large Sarah Eggenberger, who revealed some of the winners of this year's NewBeauty 15th Annual Beauty Awards, along with her tips and tricks on proper usage.
