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The Shop TODAY 2024 Beauty Awards are here! Shop the complete list of winners, from hot tools to hydrating serums

Shop brands like Rare Beauty, Sol de Janeiro, Clinique and more starting at $4.
Vivian Le / TODAY
By Sierra Hoeger

Over the course of four months, TODAY staffers have swiped mascaras, slathered on firming creams, styled their hair and more, to determine over 150 winners across a variety of categories for the Shop TODAY 2024 Beauty Awards.

Whether they incorporated a new product to their morning or nighttime routine, or relied on a staple piece to further emphasize how well it works, our staffers narrowed down a list of over a thousand products to put together the lineup of products below.

Trending picks, tried-and-true favorites and more can be found within this list that spans categories from hair, face and body, to makeup and beauty tools.

Winners seen on TODAY | Hair winners | Face winners | Body care winners | Makeup winners | Tools | Has your product been featured? | Meet the experts| How we chose

Winners seen on TODAY

NatureLab Perfect Clean Scalp Balancing Sake Rinse

Award: Best overall scalp treatment | Score: 5/5

Senior editor Jess Bender was thoroughly impressed with this scalp rinse, noting that it's earned a permanent spot in her hair care routine now. She emphasizes that it's one of the only products that "actually worked" to improve the state of her scalp.

"From initial use, I started to notice a significant difference in how my scalp felt after washing and felt less of an urge to scratch at my irritations," she says. "This has also been great for adding another day in between my wash days since my roots aren’t getting as greasy as quickly."

Shark HT202 SmoothStyle Heated Comb + Blow Dryer Brush

Award: Most innovative blow/round dry brush | Score: 4.56/5

Whether it's intentional or not, associate editor Lauren Witonsky appreciated how this combination styling and blow dryer brush had both dry and wet hair settings, seemingly cutting down on heat damage to her strands.

"Overall great volume and flips at the end," she says of the final results.

Nakery Lift-TOX Multi-Power Firming Rich Cream

Award: Best anti-aging moisturizer | Score: 4.33/5

This vegan face cream is packed with ingredients that each work to tighten and replenish the skin to help it look and feel fresher and younger.

Producer Rainy Farrell loves how lightweight it feels upon application, leaving behind a refreshing feel rather than one that weighs down your face.

Sol de Janeiro Rio Radiance SPF 50 Body Oil Sunscreen

Award: Best overall body oil | Score: 4.67/5

This body oil boasts a trifecta of benefits: It provides SPF 50 protection, gives skin a shimmering glow and it smells amazing. (Trust us — it'll earn you compliments on its recognizable, Sol de Janeiro-classic scent!)

Production coordinator Isy Tocci took this on a recent trip to San Diego and said it left her "sunburn-free" while helping her skin look gorgeous — what more could you ask for?

E.l.f. Glow Reviver Lip Oil

Award: Best overall lip oil | Score: 4.83/5

A first-timer to lip oils, senior partnerships editor Francesca Cocchi Zabloudil quickly understood the appeal after trying this affordable option from e.l.f.

"This product adds shine and enhances my natural lip color, rather than covering it up," she says. "It’s also hydrating and non-sticky. The applicator is plush and comfortable. And at just $8, it’s definitely a product I can see myself buying again. Highly recommend!"

Benefit Cosmetics Gimme Brow Tinted Volumizing Eyebrow Gel

Award: Best tinted brow gel | Score: 4.89/5

Deputy editorial director Alexandra Deabler has been using this product since its conception, while editor Amanda Fama is a recent user, giving it a try during our testing period.

Both adore the natural color it provides, preventing an inauthentic or overly done look. Plus, its brush-like applicator makes it easy to use, with Deabler adding that it's "like a mascara for your brows."

Medix 5.5 Retinol + Ferulic Acid Body Treatment Cream

Award: Best for crepey skin | Score: 4.5/5

Senior lifestyle editor Rachel Sylvester has a bad history with retinol-based moisturizers, mostly due to their slightly unpleasant and clinical smell. However, this one from Medix quickly changed her opinion, causing her to integrate it into her nighttime post-shower routine.

Marc Anthony Grow Long Biotin Leave In Conditioner Spray & Hair Detangler

Award: Best budget leave-in conditioner | Score: 4.67/5

Not all leave-in conditioners are easy to use or provide results quite as good as this one, according to senior health editor Maura Hohman.

Affordable and effective, this leave-in includes ingredients like vitamin E that work to hydrate and smooth strands.

Clean Freak Overnight Dry Shampoo

Award: Best overall dry shampoo | Score: 5/5

Take the term "beauty sleep" quite literally with this dry shampoo that does the hard work while you snooze, helping you save time in the morning by waking up with cleaner, refreshed hair.

"It does a really good job of absorbing oil and refreshing my day two [or even three or four...] hair, but it has the added benefit of saving me time in the morning," says production associate Audrey Ekman. Pro tip: I’ve started using this before bed when my hair is clean, and I’ve noticed it helps keep oil at bay so it never gets greasy in the first place."

Rare Beauty All of the Above Weightless Eye Shadow Stick

Award: Best overall eyeshadow stick | Score: 5/5

A small but mighty product that aims to go above and beyond, this pick promises to provide a subtle pop of shimmering color to your eyelids.

Associate editor Allie Wise says it's easy to use and goes on smooth, leaving her with a look that she hopes to rock all summer long.

Maybelline Lash Sensational Sky High Mascara

Award: Best budget lengthening mascara | Score: 4.5/5

"Who knew my lashes were this long?" asked associate social media editor Dani Musacchio after using this mascara that she admits truly lives up to its claim of being a lengthening product.

"It also left my lashes looking curled, which is impressive because they’re normally pretty flat," she says. "While this mascara isn’t super volumizing, I like how it feels weightless on my lashes and doesn’t feel like I’m wearing mascara at all."

Musacchio prefers this "washable" version of Maybelline's mascara, as it still comes off with ease when using a makeup wipe or cleansing balm.

Real Techniques Everyday Essentials Makeup Brush Kit

Award: Best overall makeup brush set | Score: 5/5

Writer Danielle Murphy says you can "never go wrong" with Real Techniques, whose products have proven to be affordable, versatile and good quality.

"I was able to do 90% of my makeup with this set alone," she says of this all-in-one kit that comes with four brushes and a beauty sponge.

Shop TODAY Beauty Awards Hair Winners

Best shampoo for dandruff and dry scalp

Best shampoo for frizz-prone hair

Best dry shampoo

Best volumizing shampoo

Best clarifying shampoo

Best leave-in conditioner

Best hair serum for thinning hair

Best hair serum

Best heat protectant

Best hair mask

Best hair mask for curly hair

Best curl cream

Best texturizing hair spray

Best hairspray

Shop TODAY Beauty Awards Face Winners

Best face moisturizer

Best night cream

Best moisturizer for aging skin

Best facial cleanser for dry skin

Best facial cleanser for oily skin

Best face exfoliator

Best exfoliating mask

Best hydrating serum

Best retinol

Best vitamin C serum

Best lip treatment

Best eye cream

Best neck cream

Courtesy of Anita Chomenko, Social Media Video Producer

Best sunscreen for darker skin tones

Best sunscreen for face

Shop TODAY Beauty Awards Body Winners

Best moisturizing body wash

Best body oil

Best body moisturizer

Best exfoliating body moisturizer

Best firming body moisturizer

Best body scrub

Best self tanner

Best nail strengthener

Best cuticle oil

Shop TODAY Beauty Awards Makeup Winners

Best eye makeup remover

Best cleansing balm

Best full coverage concealer

Courtesy of Francesca Cocchi, Senior Editor, Partnerships

Best medium coverage concealer

Best multi-stick blush

Best powder blush

Best liquid blush

Best product for bolder brows: pen, pencil, gel

Best brow gel

Best liquid eyeliner

Best gel eyeliner pencil

Best eyeshadow stick

Best powder eyeshadow


Vivian Le / TODAY

Best cream eyeshadow

Best liquid eyeshadow

Best medium coverage foundation

Best full coverage foundation

Best foundation stick

Best powder foundation

Best cc cream

Best bronzer

Best plumping gloss

Best liquid lipstick


Vivian Le / TODAY

Best cream lipstick

Best lip gloss

Best lip oil

Best primer

Best loose setting powder

Best setting spray

Best curling mascara

Best lengthening mascara

Best tubing mascara

Shop TODAY Beauty Awards Beauty Tool Winners

Best blow/round dry brush


Courtesy of Lauren Witonsky, Shop TODAY Associate Editor

Best curling iron

Best hair dryer

Best hair straightener

Best makeup brush set

Has your product been featured?

Shop TODAY is editorially independent and our team of editors and writers work hard to pick the best products to share with our readers and viewers. We may license our logo to brands or products that have been featured on Shop TODAY. Click here if you’re interested in licensing your inclusion in Shop TODAY content or to learn more from our licensing partner, Wrights Media.

Meet the experts

  • Armando Kole is a celebrity makeup artist based in Los Angeles and New York. He's assisted celebrities in getting ready for red carpets, premieres, album releases and more.
  • Dr. Michael Bassiri-Tehrani is a double board-certified facial plastic and reconstructive surgeon based in New York City.
  • Clayton Hawkins is a celebrity hairstylist, specializing in wigs and extensions. Based in Los Angeles, his work has graced the cover of magazines, seen on red carpets and more.
  • Dr. Michelle Henry is a board-certified dermatologist and Mohs Surgeon based in New York City.
  • Rogerio Cavalcante is a hairstylist and the founder of The Second Floor Salon in New York City.

How we chose

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.


Sierra Hoeger

Sierra is an associate editor for Shop TODAY.

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