Drum roll, please... Shop TODAY's first-ever Mature Beauty Awards are here!
Our 70 all-star winners were narrowed down from over 700 products, vetted by our expert panel and testers, including mature women up into their 80s. Shop TODAY editorial director Adrianna Brach stopped by Studio 1A to share just a sampling of the standout all-ages products that earned their spot among the winners. From problem-solving makeup finds to super-effective tools, treatments, hair care and more, there's something to refresh every area of your beauty routine on our list.
Keep scrolling to shop the products seen on TODAY, and don't forget to check out the full list of winners here.
Mature Beauty Awards winners seen on TODAY
This face moisturizer gets its “triple power” name from the trifecta of anti-aging ingredients in the formula: pro-retinol, which firms skin and reduces wrinkles, vitamin C which evens tone and boosts radiance, and hyaluronic acid, which plumps and hydrates. Since it’s got all of these active ingredients, it’s kind of like a one-and-done skin care routine in a single step, so it’ll save you time and money. In addition to lasting moisture, one tester reported a noticeable brightening effect with consistent daily use on her face and neck!
Another aspect of your beauty routine that may shift as you age is your makeup — especially around areas like our eyes, which become more easily irritated. Experts we spoke to previously recommended this eyeshadow stick from Maybelline, which is easy to blend out thanks to ingredients like castor oil and rice bran wax. Plus, the stick format negates the need for an eyeshadow brush, making it great for travel.
Our lashes can become thinner, shorter and weaker over time, so choosing the right mascara becomes even more important. This option was specially designed for women over 50 and “developed with over 1,200 mature queens” to better solve your mascara woes, the brand shares. That means no more smudging on hooded eyelids, clumping, flaking, irritation or scrubbing to get it off at the end of the day. The mascara comes in black, blue and brown shades.
When it comes to anti-aging skin care, don’t skip your hands! Brach says they’re actually one of the spots on our body that show our age the most due to wrinkles, prominent veins and age spots. Enter: this retinol hand cream, which both treats and prevents those signs of aging with nightly use. It contains 0.25% pure retinol, 5% AHA and 10 peptides, which the brand says work in tandem to help treat and prevent crepey skin, spots and brittle cuticles.
As we age, hair thinning is common, but this non-aerosol powder spray gives major body and volume to keep flat hair at bay. Testers report that it's not stiff, crunchy or sticky like other sprays on the market, and you can easily travel with it or keep it in your purse for touch-ups.
"To use, just spray 4 to 6 inches from the root in sections. Tousle with your fingers to style and re-zhuzh your hair as needed to reactivate texture throughout the day," Brach instructs. "Start with one pump and use more if you need."
On the fence about trying microcurrent at home? According to our testers, this sculpting treatment is your best bet, with results from just five minutes a day, five times per week. Experts say microcurrent devices work by stimulating the facial muscles to help your skin appear lifted and tighter, while also stimulating elastin and collagen. To use, prep skin with the mist, apply some of the hydrating gel primer and pass the device in upwards sweeping motions along the face and neck with gentle pressure.
Mature Beauty Awards winners seen on The 3rd Hour of TODAY
One writer in her 40s said this jaw defining serum sounded too good to be true — until she tried it herself for six weeks. It targets sagging under the chin and jawline and the dreaded tech neck, reducing the appearance of crepey and slackened skin. According to the brand, the serum is formulated with niacinamide, caffeine and a patented technology to tighten and hydrate.
Even better? You can now save 25% off when you use the code TODAY at checkout on the brand’s website until November 5.
This concealer will help you fake a well-rested look and combat those dark, puffy under eyes that come from years of not hitting your eight hours per night. An expert told us to look for formulas like this that are lightweight and buildable, because mature skin may have more texture or movement to the skin, and anything too heavy can enhance that. Plus, the formula comes in 18 shades and has anti-aging and brightening ingredients like vitamin C and caffeine in it!
“The antimicrobial sponge tip applicator is gentle so you can avoid dragging or pulling the skin as you apply,” Brach says. “And it’s not just for under-eye areas! You can use it all over the face to camouflage imperfections and redness.”
Peter Thomas Roth's bestselling and TikTok-viral eye tightening cream is new and improved with a gentler, more natural upgrade for everyday wear. It targets the eye area and works in minutes to reduce puffiness and crow's feet, per testers. It's tinted to go on under makeup or as your only makeup, with zero white cast or residue, and the tube tip is thin so it's easy to apply with the included brush.
Combat dry, dull fall and winter skin with this bestselling serum. A dermatologist we previously spoke with told us that vitamin C is the best-studied antioxidant we have to treat the skin. It helps lighten dark spots, even skin tone and is an essential co-factor in the production of healthy collagen, which naturally slows down as we age.
This handheld at-home massager incorporates not only LED light, but also vibration and heat for a comprehensive treatment that rings up at just $30. The vibration is great for helping with puffiness, and the heat opens up your pores to actually help your skin care products absorb better. One writer tried it and said that it was super relaxing and easy to use, and the brand suggests 5-10 minute sessions once or twice daily to see results in as little as three weeks.
Our winner for best moisturizing toner pads come in a pack of 60, with a handy tweezer included so you can easily pick one up at a time without digging your hand in the jar. They're actually a version of the K-Beauty brand's viral face masks, both of which are formulated to improve elasticity, perfect pores and help with evening out skin tone, per the brand.
"I love that I can use these daily and it takes less time to use than the mask," associate editor Shannon Garlin says, since you simply sweep a pad over your face after cleansing to apply. "I feel like it helps me reap the hydrating and plumping benefits of the face mask in less time."
More Mature Beauty Awards winners
Combatting thinning hair starts in the shower. This shampoo is an affordable way to incorporate a thickening product into your hair care routine, with ingredients like biotin and hyaluronic acid.
Flakey, cakey foundation is so last decade. This water-gel formula is instantly hydrating, is easy to blend and feels weightless on the skin, per our testers.
Writer Emma Stessman likens this ice roller to a "wake-up call" for her face.
"After using it for about two minutes, my complexion looks noticeably brighter and more awake," Stessman notes. "But more than anything, it simply feels really good. The cold roller soothes my tired skin and provides a gentle massage for my entire face."
Apply this eye gel in the morning to wake up your eyes and combat any puffiness. The cooling metal tip is super soothing, and you can also apply it before bed to unwind.
Keep chapped lips at bay with this award-winning peptide lip balm. It provides a kiss of sheer color and has a shiny, non-sticky finish.
For the days you want more color than a balm can provide, you don't have to sacrifice moisture or compromise with a lipstick that settles into fine lines. This satin-finish "signature lip" from Merit Beauty thoroughly impressed our testers with its lightweight finish and luxe packaging.
This little pot from Jones Road is everything we want in an eyeshadow. It's buildable and easy to blend, so application is basically fool-proof and you'll get perfectly shadowed eyes every time.
One Shop TODAY writer has tried dozens of lip oils in her time, but none have impressed her nearly as much as this solid option. She says her go-to is transfer-proof and actually makes her lips appear younger since it's super hydrating.
"Salon visits are expensive... I finally decided to give this a try and am thoroughly impressed with the results," shares associate editor Kamari Stewart. "It's meant to be used in place of conditioner and still left my hair feeling soft and moisturized, just with more blended color. I used the golden blonde shade because of my highlights but they also have a clear gloss if you're unsure and just want a color touchup."
This primer with SPF was given a perfect score by our reviewers based on value, quality and satisfaction. Testers vouch it keeps their makeup in place all day and helps skin to stay hydrated.
“After wearing this, I’ve gotten compliments on how even my skin looks,” former Shop TODAY editor Amanda Fama said.
We love a multitasker in our makeup routines, and this handy product takes care of both your blush and bronzer steps in one tool. It's a dual-ended stick that's easy to use and grip, and can be blended out easily with your fingers or a brush.
Meet the experts
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 Adrianna Brach.
- Adrianna Brach is the editorial director at Shop TODAY, with over a decade of experience as an editor covering beauty, fashion and shopping.
- Shop TODAY is a team of shopping editors and writers who spend hours every day finding the best new products, tried-and-true favorites and more that are worth shopping, according to our high standards.
How we chose
Shop TODAY’s inaugural Mature Beauty Awards features a combination of tried-and-true favorites and new launches across skin care, hair care, makeup and more, all addressing the concerns that may arise as your beauty needs evolves over time. From foundation that tackles dryness to red light therapy tools that targets fine lines and discoloring to volumizing hair styling necessities, these products have been approved by staffers across various age ranges and have solidified spots in our everyday routines.
Our team of editors and staffers sorted through and tested over 700 new launches, editor recommendations, trending and tried-and-true products to solidify our list of 70 winners. We incorporated products into our everyday, regular beauty routines over the course of up to eight months to see if they meet requirements when it comes to value, satisfaction and quality for hair products and tools. Finally, our panel of experts reviewed some of our winners to give their sign-off based on ingredients and other factors.
As an editorial team, we independently create content and determine coverage based on research, reporting and what we think TODAY.com readers would like to read about. The goal of our content is to provide a service and inform readers who are on the hunt for the latest products to help make their life better. Items are sold by retailer, not TODAY. Pricing and availability are accurate as of publish time. Learn more about Shop TODAY.
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