You spoke, they listened! NewBeauty Magazine's Readers' Choice Awards are finally here, meaning the best in beauty has officially been decided by readers like you.
After asking readers to test and rate a range of editor-loved products, NewBeauty Magazine's staff narrowed down the winners based on hundreds of reader reviews and testimonials. From reliable treatments for mature skin to under-$30 picks, these products were most worthy of the Readers' Choice seal of approval.
Sharing some of these winners is none other than NewBeauty's Senior-Editor-at-Large and TODAY contributor, Sarah Eggenberger. Below, you'll discover the best in beauty, decided by readers just like you, that might just earn your stamp of approval, too.
NewBeauty Readers’ Choice Awards 2025 winners seen on TODAY
Favorite brow pencil:
It’s no secret Anastasia Beverly Hills reigns supreme in brow products, so it’s safe to say they’re well deserving of the Favorite Brow Product award. From its fine, pointed tip to wide shade range, it’s a must for defining and sculpting brows.
Favorite overnight hair mask:
“This dry mask uses a peptide complex to rebuild bonds and strengthen hair while you sleep — like an overnight serum for your strands,” says Eggenberger. “You’ll wake up with the kind of smoothness that normally [requires] heat styling.”
Favorite dry shampoo:
“If you think all dry shampoos are created equal, this one will change your mind,” suggests Eggenberger. “Saints & Sinners Superfresh removes oil and buildup without dulling shine or leaving residue. Hair feels clean, light and swishable — not coated. Plus, the scent, a soft blend of linen and citrus quietly announces that you’ve got your life together, even if it’s been three days since wash day.”
Favorite cleanser for acne-prone skin:
"There’s a reason dermatologists and readers agree on this one — it’s the skin care equivalent of a reliable friend," raves Eggenberger. "CeraVe’s Acne Foaming Cream Cleanser uses 4% benzoyl peroxide to tackle breakouts but keeps your barrier intact thanks to ceramides and niacinamide. It’s straightforward, steady and quietly effective — no flare-ups, no overpromises."
Favorite blush:
We also rated Patrick Ta's blush duo as the Best Overall Powder Blush in our own Beauty Awards, and it seems that NewBeauty readers agree. It has a radiant cream blush on top, and a silky powder on the bottom. Per the Patrick Ta method, the brand recommends applying the cream over the powder, instead of the other way around, for a smooth, lasting finish.
Favorite at-home liquid peel:
Eggenberger calls this exfoliating peel from Origins a “skin care version of good lighting and eight hours of sleep” because it refines and hydrates dull skin, giving it a brighter appearance. “Use it the night before something important — not the morning of. The magic happens overnight,” she recommends. “You’ll wake up with that just-had-a-facial texture that makes your skin feel so good and [lets] foundation glide on.”
More NewBeauty Readers’ Choice Awards 2025 winners to shop
Favorite face balm:
If you have tired, dry skin, a little goes a long way when using this moisturizing balm from Earth Harbor. With powerful super berries and rich butters, it acts as a highly soothing rescue treatment or an overnight mask when your skin needs extra love the most.
Favorite makeup primer:
Laura Geller Beauty was created with mature skin in mind, so its safe to say their Spackle Skin Perfecting Primer will offer a smooth and hydrating makeup base for this skin type. Per the brand, you can wear it on its own or under makeup to combat any dryness and flakiness.
Favorite pimple patch:
Don't be tempted to pop that stubborn pimple — these award-winning pimple patches from Hero Cosmetics contain hydrocolloid to soothe and reduce the size of acne. It also creates a shield over the zit, so it is out of sight, out of mind.
Favorite teeth whitening pen:
This whitening pen promises 'professional quality' results as you sleep. Just apply before bed to help whiten teeth and protect against stains for noticeable results in the AM, per the brand.
Favorite foundation:
It's no secret why NewBeauty Readers say Estée Lauder's Double Wear Stay-in-Place Foundation is their favorite foundation. From its wide shade range, 24-hour wear to buildable coverage, there's so much to love about it.
Favorite lip liner:
If you asked every member of the Shop TODAY team for their favorite Charlotte Tilbury product, they'd most likely have the Lip Cheat Lip Liner on their list. It's pigmented; it's creamy; and the shades, from Pillow Talk to Foxy Brown, are truly iconic.
Previous NewBeauty Readers' Choice Awards winners seen on TODAY
Favorite disposable face towels:
These dermatologist-approved face towels remain a top seller on Amazon, ranking #1, especially, in the retailer's Facial Cleansing Cloths & Towelettes category. "These towels are perfect for avoiding bacteria transfer and preventing breakouts, especially if you have sensitive or acne-prone skin," Eggenberger previously said. "Just pat your face dry after cleansing and toss it when you're done!"
You can also use the towels during travel, to remove makeup with a cleansing balm or to gently exfoliate.
Favorite body wash:
"With ingredients like niacinamide, it’s not just a wash — it’s a mini skin care treatment for your body," praised Eggenberger. "The formula lathers up beautifully and leaves your skin feeling soft without stripping it of moisture."
Editor's note: The previously recommended scent, Pacific Pear, is no longer available, but the brand offers many other scents to choose from, from their best-selling Santal Bloom to Salt Water Vanilla.
Favorite bar soap:
For those seeking a deeper clean, Eggenberger recommended reaching for the Off Court Exfoliating Body Soap. "It’s designed with exfoliating ingredients like volcanic sand to gently buff away dead skin cells," she explained. "You can use this once or twice a week in the shower to slough off dead skin and reveal softer, smoother skin."
Eggenberger also added that the soap is a "great pre-shave exfoliator to help prevent ingrown hairs," can be used to prep the skin for self tanner and assist with improving bumpy texture, such as from keratosis pilaris.
Favorite moisturizer for face and body:
We love it, NewBeauty editors love it and now, we know readers do, too. It’s no wonder CeraVe’s Moisturizing Cream has earned a spot in multiple awards, even earning a stamp of approval (outside of this one!) from the National Eczema Association. It’s rich in texture, non-greasy in feel and incredibly soothing even for the most sensitive and dry skin.
Eggenberger also added that the cream is “packed with ceramides and hyaluronic acid” and “helps restore your skin’s natural barrier while keeping it moisturized for up to 24 hours,” which will come in handy this fall and winter.
Favorite liquid lipstick:
This powerful transfer-proof lipstick "is for anyone who wants a high-impact lip without having to worry about constant touch-ups," recommended Eggenberger. "Apply the color first and let it set for a few seconds, then finish with the glossy top coat for added shine."
She adds that the formula should stay in place for hours, even while eating and drinking, and shouldn't feel or be drying.
Favorite powder blush:
This iconic blush got reformulated in 2024 to an upgraded formula that offers up to 16 hours of coverage, a smooth blend and a fresh pop of color. It's available in over 20 shades, included some of the most popular ones, that truly pay off.
"Readers rave about the natural flush this blush provides," Eggenberger said. "It’s been a staple in makeup bags for years, with its blendable formula and buildable color" for a natural flush.
How we chose
Our team and Sarah Eggenberger combed through NewBeauty Magazine's 2025 Readers Choice Awards winners and selected a handful of our favorite picks. The items we selected for the show were based on factors like price and popularity. Plus, award-winning products from NewBeauty were tested by readers like you. A handful of winners were then chosen to appear on TODAY.
Meet the expert
Our team features a range of qualified experts and contributors in our broadcast segments to reveal the latest in trends, remarkable sale events and all things shopping across a variety of categories. Products were independently chosen by members of the Shop TODAY team along with Sarah Eggenberger from NewBeauty Magazine's Readers' Choice Awards.
- Sarah Eggenberger is a TODAY contributer and the Senior-Editor-at-Large at NewBeauty Magazine.
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