Keeping up with the latest trends is not only time consuming, but also hard work. To ease your stress, the team here at Shop TODAY just launched our second annual Beauty Awards and we're here to tell you what products are not only worth the hype but worth your money, too.
To determine the winners, our trusty staffers tried various buzzy items consisting of straighteners, lip treatments, bronzing drops and more. Our goal? To test the tools and viral products you probably keep seeing on TikTok that actually work.
After a rigorous review, we found the products that are so much more than just pretty packaging. From a stunning blush duo to a viral sugar scrub, you'll impress any Gen Z in your family when you add these products to your cart.
Shop TODAY Beauty Awards: The best trending products and tool of 2024Trending skin care | Trending body products | Trending makeup | Trending hair tools | Meet the experts | How we choose | Has your product been featured?
Trending skin care productsThe INKEY List Oat Cleansing Balm
Award: Best overall cleansing balm | Score: 5/5
Cleansing balms seem to be everywhere right now and this one from The INKEY List took home the gold. Former Shop TODAY page Laura Millar has nothing but good things to say about this hydrating cleanser.
"With just a small amount of the cleansing balm and warm water, my makeup came right off. I’m excited to continue using this product — it’s so much better than make up wipes or liquid remover!"
TruSkin Vitamin C Facial Serum
Award: Best budget vitamin C serum | Score: 5/5
Summer time and vitamin C go together like two peas in a pod. Trending TODAY.com editor Nicoletta Richardson goes on to say, "this serum was nice to put on after my moisturizer — it was light, the smell was refreshing, and rubbed into my skin easily, and it did give me a bit more brightness (even from the shine alone)."
ESW Beauty Lip Treatment
Award: Best overall lip treatment | Score: 5/5
"One of the biggest trends I’ve seen in the beauty world lately has been the exploding popularity of gloss-meets-balm lip products, which deliver the nourishment of a balm with the shine (and sometimes pigment) of a gloss, sans stickiness," says production associate Audrey Ekman.
"I feel like I didn’t really 'get it' until I tried this ultra-flattering caramel-toned lip treatment from ESW Beauty, which has me officially jumping on the bandwagon. It’s great alone or paired with a brown lip liner. The hydration lasts for hours and it’s way more affordable — and, in my opinion, better — than other, more hyped up products out there."
Skinceuticals Cell Cycle Catalyst Exfoliating Booster Serum
Award: Best new launch facial exfoliator | Score: 4.33/5
While it's a splurge, our testers were over the moon with this serum from SkinCeuticals. "I’ve used this in my nighttime routine rotation for the last three months and can testify to it helping improve the appearance of subtle lines and discoloration throughout my face," says senior editor Jess Bender.
"I was also surprised by how exfoliating it was considering the watery texture of the serum, but it really did an excellent job smoothing out some areas I missed during my usual face washing. It also took me a long while to go through the entirety of the product considering you only need a third of a dropper amount of serum for your whole face, so that’s a bit of a selling point if you’re concerned about the price point."
OPI Nail Envy Original Nail Strengthener
Award: Best overall nail strengthener | Score: 4.17/5
Infused with biotin, calcium and vitamins A, C and E, health reporter Sarah Jacoby recently started paying a lot more attention to her nail habits and found this product provided a dramatic improvement.
"This felt like a really nourishing, protective treatment that helped my nails regain their own strength and kickstart the healing process. Since then, I alternate using it as a base coat with my actual base coat (so I use it every other week) and find that it continues to protect my nails under polish."
Trending body productsSol de Janeiro Rio Radiance SPF 50 Body Oil
Award: Best overall body oil | Score: 4.67/5
You can truly never go wrong with the iconic Cheirosa 87 scent from Sol de Janerio and this new launch not only provides a glowy finish but also SPF! Our testers noted how they were kept sunburn free all while smelling heavenly.
Tree Hut Shea Sugar Scrub
Award: Best budget body scrub | Score: 5/5
You've probably seen this iconic Tree Hut scrub once or twice on TikTok and we're here to say it's the real deal. Not only does it come in at just $10, it's available in dozens of fresh, florally scents.
"I love this scrub. It’s coarser than other ones I’ve tried —a good thing —so it’s a great exfoliant. I also appreciated that it didn’t make my shower floor too slippery, which is an issue I’ve had with scrubs in the past," says senior essays editor Rheana Murray.
Trending makeup tools and productsMakeup Eraser Pro Classic
Award: Best reusable makeup remover| Score: 5/5
"I have been on a yearly struggle with products to FULLY remove my makeup after a long day. I have used towels, wipes, lotions and creams, but the Makeup Eraser Pro Classic IS BY FAR one of the best products to remove makeup," says senior commerce photo editor Becca Delman.
"The material is so soft and maintains its quality after a wash. I love that you just need water and no other product and it does a decent job removing 99% of it. Also, love how it's travel-sized so I can take it on vacation."
Real Techniques Everyday Essentials Makeup Brush Kit
Award: Best overall makeup brush set | Score: 5/5
You can’t go wrong with Real Techniques since they’re affordable and work so well. Commerce writer Danielle Murphy was able to do 90% of her makeup with this set alone. What more could you ask for?
Morphe x Ariel Signature Look 12-Piece Set
Award: Best splurge makeup brush set | Score: 4.83/5
If you're looking to spend a little more and buy a brush set that will last you for years to come, look no further. "These are some of the softest brushes I’ve ever felt and that’s what I said verbatim when I first opened the package," says associate editor Kamari Stewart.
"It’s also the perfect beginner set. I also like that they offer the set in two different parts — one for eyes and one for face — if someone doesn’t need all 12 pieces."
Catrice Cosmetics Glossin’ Glow Tinted Lip Oil
Award: Best budget lip oil | Score: 4.11/5
Lip oils are everywhere right now and this pick from Catrice was by far our favorite we tested for these awards. Senior partnerships associate Klay Drageset goes on to say, "I loved the feel of this product. It went on pretty transparent but then all the sudden the color sets in and it was BRIGHT."
Mirabella Beauty Invincible for All Anti-Aging HD Foundation
Award: Best full coverage for mature skin | Score: 4.33/5
Perfect for those who want a matte finish as opposed to a dewy, glossy finish, commerce editor Rebecca Brown highly recommends this foundation. "It not only blends so well, but it doesn’t feel heavy or wet."
Plus, it also has anti-aging qualities to protect your youthful, beautiful skin!
Patrick Ta Major Headlines Double-Take Crème and Powder Blush Duo
Award: Best overall powder blush | Score: 5/5
I personally was too excited to try this blush since I've seen it all over my TikTok and it without a doubt lived up to the hype. I'm a huge blush girl so the fact that it includes both a crème and powder to give the ultimate pop is a winner in my book. Honestly one of my new favorite makeup products — I need all the shades ASAP!
Clinique Almost Lipstick in Black Honey
Award: Best viral find cream lipstick | Score: 5/5
A Shop TODAY favorite, this oldie but goodie lip product has a cult-like following. "I’m not usually a lipstick girl, but Clinique’s “Almost Lipstick” deserves an exception, says Ekman.
"True to the name, it’s more like a tinted balm than a lipstick, since it feels super nourishing and adds a perfect kiss of sheer color that’s buildable. The Black Honey shade is so flattering on everyone. I keep one in every purse I own!"
Glow Recipe Watermelon Glow Niacinamide Hue Drops Sun Glow Serum
Award: Best bronzing drops | Score: 4.75/5
Editorial assistant Madison San Miguel could go on and on about how much she loves these bronzing drops. "Once I blended the serum into myskin, I couldn’t believe the slight reflection my skin had — if you’re familiar with the glass skin trend, this is in essence the same, to give you an idea. And don’t worry, the glowlooksandfeelsnatural.
"I enjoyed that the results weren’t an unappealing and heavy sparkle. Instead, your skin looks like you drank gallons of water and have indulged in a lifetime of regular facials."
Glossier Cloud Paint
Award: Best overall liquid blush | Score: 5/5
While this blush is nothing new to social media video producer Anita Chomenko as she'll continue to buy it for years to come, it impressed many of our other testers as well. "This little tube lasts awhile and a little really does go a long way! It’s highly pigmented, easily blendable, and provides a nice energetic flush," says Chomenko.
Julep Eyeshadow 101 Crème to Powder Waterproof Eye Shadow Stick
Award: Best budget eye shadow stick | Score: 5/5
With a handy dandy blending sponge on the opposite end, this eye shadow stick is everything you need for a popping eye look. "This eye shadow stick is incredibly easy to use! The color is very buildable, and the texture is lovely — and did I mention how easy it was to blend? It lasted all day, too," says associate lifestyle reporter Sophie Caldwell.
Hair tools and trending productsColor Wow Money Mist
Award: Best overall leave-in conditioner | Score: 4.83/5
Money, money, money, ain't it funny! Brown not only loved this leave-in conditioner post-shower but used it to zhush up her hair in the morning to give her natural waves some extra love.
"For the first time, I was wearing my hair down down because the product just dried so nicely. It definitely did what it was supposed to do, and more."
Amika Blowout Babe Thermal Ionic Hairbrush
Award: Best overall round blow dry brush | Score: 4.83/5
As you can clearly see, this brush will you give you the blowout of your wildest dreams. "I LOVE how my hair looks — I almost want to send a photo to my stylist! I think this is perfect for touch-ups before work or for when you want a nice, blown out look for a night out or dinner," says editorial operations manager Jill Ortiz.
Revlon One-Step Volumizer Plus 2.0 Hair Dryer Brush
Award: Winner: Best budget blow dry brush | Score: 4.11/5
"As someone who’s always in a rush, I appreciate how quickly this brush does the job. It dries hair quickly, and gives my hair volume I don’t always get with a regular hair dryer," says Millar.
Not to mention, Millar also notes how easy this tool is to use so you don't need to be a pro to give yourself a nice blowout.
Hot Tools Pro Artist 24K Gold Collection Extended Barrel Curling Iron
Award: Best overall curling iron | Score: 5/5
Equipped with the brand's signature 24K Gold Technology for fast heat-up, consistent heat, and long-lasting styles, associate partnership editor Lauren Witonsky couldn't believe it took her this long to try the OG hot tools curling iron.
"I actually thought it was so much more expensive because of the look and feel of it, but was impressed to find out it’s under $100. I prefer to wrap my hair around the barrel manually instead of using the clamp, and it worked well that way — giving me the perfect voluminous Victoria’s Secret-eqsue waves that have lasted all day. Plus, I love that you can control the heat setting to prevent damage (the lowest setting worked great for me)."
InfinityPRO by Conair Quick Styling Salon Hair Dryer
Award: Best budget hair dryer | Score: 4/5
With three heats and two speeds, social media editor Kara Quill notes how much lighter this hair dryer was than she thought it would be initially. She also loves how it comes with multiple attachments including a diffuser for curly hair like hers.
Dyson Corrale styler straightener
Award: Best splurge hair straightener | Score: 5/5
It's no secret that people are ride or die for Dyson hair products (Airwrap, we're looking at you!), but this straightener equally impressed our testers this year as well.
"I rarely wear my hair straight, so I like that this has a rounded barrel because I can easily use it to curl and give soft waves. I do use it to straighten my bangs, though, so I know that it can straighten very easily in a single pass. But the biggest selling feature is that it’s cordless. Ilovethat it’s cordless. Especially in the summer when my bathroom is sweltering,” says deputy editorial director Ali Deabler.
Meet the experts- Armando Koleis a celebrity makeup artist based in Los Angeles. Clients include Cardi B., Keke Palmer, Tina Knowles and more.
- Dr. Michael Bassiri-Tehraniis a double board-certified facial plastic and reconstructive surgeon based in New York City.
- Clayton Hawkinsis a celebrity hairstylist, specializing in wigs and extensions. Based in Los Angeles, clients include Olivia Rodrigo, Rachel Zegler, Abigail Spencer and more.
- Dr. Michelle Henry is a board-certified dermatologist and Mohs Surgeon based in New York City.
We sorted through nearly 1,200 new launches, editor recommendations, trending and tried-and-true products to come up with 155 winners. We hosted an in-house glam session, putting them through practical experiments to see if they meet requirements when it comes to value, satisfaction and quality for makeup, skin care, beauty and hair products and tools.
Over the course of up to four months, our team of editors and writers tried products in every beauty category: hair, body, skin and makeup. Finally, our panel of experts reviewed some of our winners to give their sign-off based on ingredients and other factors.
Has your product been featured?
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