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As Shop TODAY editors, we spend most of our days going through viral trends, testing products and documenting our thoughts on what's up-and-coming. As a result, we've launched three annual Beauty Awards and have even expanded into other categories with Hair and Mature Beauty, all of which showcase our team's dedication to ensuring that what we recommend is truly worth the hype. Before jumping into another year of new beauty finds, we're sharing a few of our 2025 favorites in the makeup, hair and skin care spaces that we've deemed the very best of the best. |
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| "This mascara definitely lives up to its name as a lengthening mascara — who knew my lashes were this long?" raves associate social media editor Dani Musacchio. "It also left my lashes looking curled, which is impressive because they're normally pretty flat," she adds. |
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This powder foundation is a favorite amongst the Shop TODAY team and customers for its blendable and smoothing formula. Founder Laura Gellar herself told us that it's the brand's "hero product," adding that it's the easiest to use and great for mature skin. |
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| This iconic "almost" lipstick in the shade Black Honey has been associate editor Shannon Garlin's go-to for nearly 20 years. "I'll never stop buying it," she says. "This is one of the few options out there that isn't drying for me; I can pop it on in the morning and continue to apply it throughout the day — it feels like a hydrating chapstick!" |
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According to the brand, this formula conceals and treats your skin at the same time. Packed with niacinamide and hyaluronic acid, it works to improve dark spots and skin texture as you use it. Plus, the creamy texture is designed to offer buildable medium coverage. |
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| According to the brand, one of these fiber clothes equals to 3,600 disposable wipes. It's designed to gently remove all types of makeup and sunscreen with nothing but water and can last up to 200 washes. |
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The Shop TODAY team loves these towels that give you a bacteria-free use each time you dry your face. The brand says these single-use options can help you achieve clearer skin, experience less irritation and reduce the appearance of redness. |
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| With nearly 55,000 ratings that average an impressive 4.8 stars, it seems like shoppers are just as obsessed with this affordable makeup brush set as we are. It includes all of the essentials you need to apply and blend creams and powders. |
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Garlin was "blown away" after trying this Hair Award winner, which ended up drying all her hair in under 10 minutes. In addition to its impressive wind power, she says she was ultimately impressed with her results: "My hair looked smooth and shiny." |
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| One contributing writer says that she applies this Beauty Award-winning lotion "every morning after my shower, and it keeps my skin feeling soft all day without having to reapply." It's formulated with ingredients like retinol, ferulic acid and vitamin C, which work to hydrate and calm the skin, per the brand. |
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"The second I put these patches on, it feels like my skin just had the most refreshing drink of water!" says social media video producer Anita Chomenko. "The formula in these patches helps my under-eyes appear brighter, so I don't always have to reach for extra coverage with concealer anymore." |
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| Editorial director Adrianna Brach describes this award-winning cream as both a money- and time-saving hack, because it's made with "three powerhouse ingredients that all dermatologists swear by: retinol, vitamin C and hyaluronic acid." She explains: "That trifecta right there is what's going to firm, brighten and hydrate your skin." |
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"I have pretty dry skin and I find that this (along with my other serums and moisturizers) helps keep it moisturized and prevents it from flaking," says writer Emma Stessman. "My skin is noticeably plumper and my fine lines are less visible when I'm using it." |
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