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Beauty lovers, rejoice: Shop TODAY’s 2026 Beauty Awards are here! This year, we narrowed down from a list of nearly 2,600 products across skin care, makeup, body care and more to find the best in every category, crowning a total of 120 winners. To break the news, Shop TODAY executive editor Adrianna Brach stopped by Studio 1A with a sampling of our award winners. From longtime drugstore favorites that proved they can’t be beat to the new launches we’ve deemed worth the hype, these winners represent the best of the best currently on the market.
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Best travel makeup brush set: Experts say you’re supposed to be cleaning your brushes at least once per month. If you can’t remember the last time you gave them a good wash, it’s probably time to swap them out. At about $1 per tool, this set of 14 brushes has something for every step of your routine, plus a travel-friendly organizer. “This is a Shop TODAY bestseller we’ve been singing the praises of for years,” Brach reports. “My favorite part is that it has a built-in mirror with a little bit of light."
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Most innovative eye mask: Dr. Marisa Garshick told us that peptides are a key ingredient to prioritize starting in your 30s and up. These non-irritating patches pair the powerful ingredient with niacinamide, hyaluronic acid and squalane to help soothe, brighten and moisturize the under-eye area, giving you visible results in just 10 to 15 minutes, per the brand. "This is going to help with crow's feet. It's going to plump. It's going to hydrate," says Brach. Plus, one TODAY host shares that Peter Thomas Roth is a brand she trusts and uses "every morning."
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Best 2-in-1 eyeshadow stick: “Love, love, love this eyeshadow stick,” raves editor Kamari Stewart-Jackson. “I used the thicker side to swipe some product onto my eyelid and was successfully able to blend it out with both my fingers and a brush. It dries into a powder at the perfect rate, so I’m never rushing to blend it out. It’s very buildable, so I usually do one or two swipes for a natural look and then I’ll apply more when I want something a little bolder. If you’re doing more precise eyeshadow looks, the thinner end is perfect.”
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Best red light therapy mask: This mask combines red, infrared and blue light to give you multiple treatment options in one device, meaning you can reduce the appearance of fine lines and wrinkles, kill acne-causing bacteria and brighten dull skin in just 10 minutes a day. “The design is really well thought out — it’s not too heavy on and the charge lasts a long time, so it’s not too clunky to move around in if you want to wear this as you do the dishes or chores,” Brach says. Right now, readers can get 50% off with our exclusive code (TODAYWAVY50) through July 23.
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Best volumizing shampoo: If you struggle with flat or thinning hair, this thickening shampoo — along with its award-winning conditioner counterpart — may be just what you need. Together, they can stimulate the scalp, boost density and strengthen strands to create fuller-looking hair, per the brand. “This is my third bottle of this shampoo since I first discovered it last year,” says deputy managing editor Jess Bender. “You would think this costs way more than $12 with the way it delivers on its promise of ample volume and density, but my bank account is relieved that this is the type of hair product I’m going out of my way to purchase.”
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Best cream eyeliner: Our best cream eyeliner is another multitasker that makes it easy to get clean, defined lines or go for a smoky look. It’s great for mature and hooded eyes, too — our over-40 tester said most eyeliners smudge on her, but this one doesn’t make a mess. “This is the first non-liquid eyeliner that I actually love,” notes editor Shannon Garlin. “It allows you to seamlessly blend the eyeliner across your eyes and achieve a wing as sharp as liquid liners, but not as harsh! I love the brown shade and how subtle and long lasting it is.”
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Best compact microcurrent device: This tool has a pen design that helps you target delicate areas: depuffing under the eyes, smoothing smile lines and plumping lips. The brand says just a few minutes in each area yields noticeable results, and dermatologist Dr. Sapna Palep told us you can use microcurrent devices like this three to four times per week to see results. “To use, prep skin with the serum, and use quick flicking motions around the eyes, lips and forehead,” instructs Brach. Plus, through July 30, you can use code TODAY to get 30% off at checkout on the NuFace website.
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Best tubing mascara: For years, our editors have sworn by Maybelline’s “Sky High” line of mascaras for long, lifted and defined lashes — now, there’s a new formula to fall in love with: this tubing version. A professional makeup artist told us that tubing mascaras usually last longer than traditional ones, because they don’t smudge or flake easily. Brach shares that she wore this for hours during a concert on a humid day "and it stayed on the whole time."
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Best self-tanner for body: Dr. Dennis Gross’ Alpha Beta Peel Pads are a personal favorite of Brach’s, and now the brand is leveraging its ingredient-packed towelette design in a self-tanner for your body. “I loved how easy these body pads were to use — just one quick wipe all over my body before bed, and I woke up with a natural-looking glow,” notes commerce insights associate Lauren Andre. “They also helped smooth some of my rough patches and keratosis pilaris, so my skin looked brighter and felt softer. It was an effortless way to get both skin care and a subtle tan in one step.”
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Best skin care tech tool: Bender shares that this tool is essential for "massaging out all the stress" from her face, and she even compares its results to getting a lymphatic drainage facial. “Unlike other facial massagers that tend to be bigger and clunkier in size, it’s nice that this option is small enough to easily tackle the eye area with relative ease," she adds. "This feels incredible around the lower eyes and lids!” You can use code TODAY to score 40% off Dermaflash sitewide now through July 27.
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Best lightweight face cream: We tested 25 of the most popular moisturizers on the market, and this One/Size formula was among the best. It claims to be sculpting and lifting, and testers with very dry skin to very oily skin all raved about it. “It hydrated my skin without feeling heavy, and my foundation applied smoothly on top of it,” reports commerce insights manager Donna Pilikyan. “I also noticed that my makeup looked great throughout the day and didn’t settle into creases or dry patches.” Social video producer Dani Musacchio also notes that it doesn't feel greasy and absorbs quickly into the skin.
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Best exfoliating body wash: Naturium’s body wash is a true multitasker, not only acting as a cleansing step for your body but also hydrating with its creamy peptide complex. Brach adds that the formula includes vitamin E, "which is really nourishing." It lathers up to give you that fresh and clean feeling, without stripping your skin of moisture or leaving it dry. Plus, it’s fragrance-free, so it’s great for sensitive skin.
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