6 beauty winners from Allure’s Readers’ Choice Awards 2025

Every vote counts, some say. And that’s the mantra that drives the Allure Readers’ Choice Awards.

The annual awards allow the magazine’s readers to vote for their favorites in skin care, makeup, hair and other categories. And this year’s picks are some you don’t want to miss, including breakthrough products and clean beauty.

To reveal some of the highly loved picks, Allure Editor-in-Chief Jessica Cruel stopped by the 3rd hour of TODAY with a few of her favorites from the lot. From a viral liquid blush to a brightening eye cream, here are the beauty essentials that readers just like you swear by.

Allure Readers’ Choice Awards 2025 Winners seen on the 3rd hour

Best eye cream: OleHenriksen Banana Bright+ Eye Crème

OleHenriksen’s Banana Bright+ Eye Crème has previously won an Allure award and has earned a spot again in their Readers’ Choice Awards. Here’s why: Since the eye area is extremely delicate, this eye cream brightens and firms the under eyes in one — essentially, it’s an under-eye corrector and eye cream in one.

Plus, TODAY viewers can receive 30% off their order when using code TODAY on the OleHenriksen website. Valid until May 20.

Best body scrub: Tree Hut Shea Sugar Scrub

Here’s another product both the Shop TODAY team and Allure readers agree with. The Tree Hut body scrub contains shea butter, sugar and natural oils to moisturize and gently exfoliate the skin. Cruel even recommends using the product on the lips for a lip scrub! Select fragrances start at $5.75.

Best breakthrough in skin: Glow Recipe Watermelon Glow Niacinamide Hue Drops Sun Glow Serum

“This is a multi-purpose serum that combines skin care and makeup effects to give you that sun-kissed, radiant glow,” explains Cruel, and says it’s perfect for use all year long. Cruel says that the Allure team tested it themselves, and enjoyed the perks of niacinamide and other Korean skin care ingredients. The Shop TODAY team has even included it in our own Beauty Awards, which you can read our review.

Prefer a non-tinted version? The brand offers another version of the dew drops. Shop here.

Best hair tool: Revlon One-Step Hair Dryer and Volumizer

There’s no need to go to the hair salon for a professional-worthy blowout — the One-Step hot air brush from Revlon provides the results at home. According to Cruel, what won this device over with their readers and team is that “it’s a one-stop shop for your hair because it dries, volumizes, adds shine, reduces frizz and reduces the risk of hair damage, all while giving you lifted soots and bouncy, soft waves” at an attainable price point.

We’ve also previously ranked it as the “best budget blow dry brush” in our own awards.

Best dental care: Sensodyne Pronamel Gentle Whitening Toothpaste

Cruel says this Sensodyne toothpaste is a “great replacement for anyone looking to refresh or upgrade their toothpaste, especially those with more sensitive teeth.” It equally protects and strengthens your teeth, all while gently removing stains and whitening teeth by two shades, according to the brand.

The toothpaste also doesn’t contain hydrogen peroxide (a common ingredient in whitening products), which recent studies show that it can break down the enamel and collagen in your teeth.

Best blush: Rare Beauty Soft Pinch Liquid Blush

It seems that Allure readers love Rare Beauty just as much as we do. A mutual favorite is their highly viral Soft Pinch Liquid Blush, which only requires a very tiny amount to give the cheeks a radiant flush.

More Allure Readers’ Choice Awards 2025 Winners

Best face mask: Summer Fridays Jet Lag Mask

Whether your skin needs a pick-me-up after travel or prefers a thick moisturizer, use this face mask hybrid to deeply nourish and hydrate dry skin.

Best lip gloss: Fenty Beauty Gloss Bomb Universal Lip Luminizer

Fenty Beauty’s Gloss Bomb lip gloss has thousands of five-star reviews on Sephora. We’re guessing the ultra-hydrating, comfortable and non-sticky formula is behind the love.

Best breakthrough in body: Hero Cosmetics Mighty Patch Body

Struggling with body acne? While it is a normal concern to experience, we understand breakouts of any kind are never fun. These extra-large patches from Hero Cosmetics are large and effective enough at soothing and removing gunk from “chestne,” “backne” and other body breakouts.

Best tool for skin: Michael Todd Beauty Soniclear Petite Sonic Cleansing System

This three-in-one facial device helps cleanse hard-to-reach places, firmly massages, and gently exfoliates for a smoother and brighter complexion. According to the brand, it can even reduce the appearance of pore size over time.

Best viral product: Rhode Pocket Blush

The blush the Internet can’t stop talking about: The Rhode Pocket Blush. Its compact size makes it convenient for touch-ups anywhere, while the creamy and lightweight formula leaves a satiny finish you won’t get tired of.

Best hair treatment: K18 Leave-In Molecular Repair Hair Mask

The Leave-In Molecular Repair Hair Mask from K18 is a current Amazon bestseller in hair masks, and has thousands of positive reviews to confirm its placement. In just four minutes, the mask can help reverse hair damage at the molecular level for lasting results, according to the brand.

Allure Readers’ Choice Awards 2024 Winners previously on the show

Best new brand: Prequel

Prequel Urea Moisturizing Milk Lotion

Prequel was founded by Dr. Sam Ellis, a board-certified dermatologist, so each product — including the Moisturizing Milk — is dermatologist-developed to aid with optimal skin health. This product, in particular, is meant to bring the skin’s hydration levels to its prime state, even for those with eczema, rosacea and other sensitive skin types.

“Urea is the star ingredient and this product has 10% that draws water to the skin and helps smooth the skin,” says Cruel. “Other ingredients include niacinamide, glycerin and shea butter,” to nourish and tone.

Best breakthrough skin product: Drunk Elephant B-Goldi Bright Drops

The secret to dewy skin? We might say it’s the Drunk Elephant D-Goldi Bright Drops — and that’s what Allure readers suggest too, since this makeup-meets-skin care product offers an illuminating complexion that treats the skin with niacinamide.

“[It] can be applied to face, chest, legs or anywhere else you want a touch of luminosity,” Cruel suggests.

Best breakthrough makeup product: Haus Labs Triclone Skin Tech Medium Coverage Foundation

What makes Haus Labs’ foundation different than the rest is that it focuses on the skin first with fermented arnica, herbs and antioxidants that help calm irritation and redness as you apply. That way, you get the benefits of coverage and skin care as you use.

Plus, the product also “meets the Allure clean standard which means it is free of parabens, phthalates and mineral oil,” notes Cruel. We even reviewed it ourselves to put it to the test.

Best viral product: e.l.f Cosmetics Power Grip Primer

Now that summer is near, it is time to think carefully about our makeup prep. To start, this e.l.f. primer promises to keep your makeup intact throughout the day, so you can expect it to be your trusty sidekick over the next few months. And it doesn’t hurt that the price point is unbeatable, too. “The formula goes on clear, making it the ideal makeup application base for all skin tones,” Cruel notes. See our review here.

Best clean blush/multi-stick: Ilia Multi-Stick Cream Blush + Highlighter + Lip Tint

This award-winning multi-stick is organic and extremely versatile. Use it on your lips, on your cheeks or even on your eyelids to add a pop of color. With so many options, you’ll want to try every shade — we won’t stop you!

Best body lotion: Sol de Janeiro Brazilian Bum Bum Cream

For a second year in a row, Sol de Janeiro’s Brazilian Bum Bum Cream has earned high remarks from Allure readers. We can guess that the creamy texture, ultra-hydrating ingredients and delicious pistachio and salted caramel scent is the reason behind the love.

“Filled with caffeine-rich Guaraná Extract and caffeine, [it] helps with temporary tightening of the blood vessels which make the skin appear smoother,” Cruel adds.

Meet the expert

• Jessica Cruel is the Editor-in-Chief at Allure.

How we chose

Allure Editor-in-Chief Jessica Cruel shared with The Shop TODAY team about her favorite items from the Allure Reader’s Choice Awards winners, along with tips on proper usage.