The Best of 2025
THE Best in
Beauty & Cosmetics
Recognizing brands and professionals who set new standards in beauty, combining science and artistry to enhance confidence and self-expression.
2025 Edition
The Best Beauty & Cosmetics of the Year — 2025 Edition
Recognizing brands and professionals who set new standards in beauty, combining science and artistry to enhance confidence and self-expression.
| Brand |
|---|
Huda Beauty United States Ube Powder - viral launch with 22% search volume increase and unique cultural-inspired formulation |
Fenty Beauty United States Pro Filt'r Soft Matte Longwear Foundation - enhanced formula with extended shade range |
Rare Beauty United States Soft Pinch Liquid Blush - sustained virality with therapeutic laziness trend focus |
Rhode United States Lip Liner - 1,629% engagement rate and expansion into makeup category |
Charlotte Tilbury United Kingdom Airbrush Flawless Setting Spray - sustainable packaging with 16-hour makeup lock technology |
e.l.f. Cosmetics United States Halo Glow Skin Tint SPF 50 - viral instant-glow formula with sun protection |
L'Oréal Paris France Ever Pure Glossing 5 Minute Lamination Mask - top hair treatment with salon-quality results |
Lancôme France Advanced Génifique Serum - enhanced formula with microbiome science |
MAC Cosmetics Canada 30th Anniversary Limited Editions - heritage meets modern innovation |
Tarte United States Shape Tape Concealer Extension - continued dominance in concealer category |
Dior Beauty France Diorskin Forever Skin Glow Foundation - SPF-infused ceramide formula for skin-first makeup |
La Mer United States The Lifting and Firming Mask - instant-gratification formula with Miracle Broth |
Augustinus Bader Germany TFC8 Technology - revolutionary Trigger Factor Complex for cellular renewal |
Pat McGrath Labs United Kingdom Gold 001: The Divine Decade Edition - luxurious pigment for 10th anniversary |
NARS United States Orgasm Blush - Mocha Mousse-inspired peachy-pink shimmer formulation |
Beauty of Joseon South Korea Relief Sun: Rice + Probiotics SPF50+ - rich texture without white cast |
Anua South Korea PDRN Serum - salmon DNA derivative for cellular regeneration |
COSRX South Korea Snail Mucin Eye Patches - viral de-puffing treatment with 12M+ views |
Medicube South Korea Age-R Booster Pro - home device delivering clinic-quality skin treatments |
Laneige South Korea Water Sleeping Mask - enhanced hydration technology for overnight renewal |
SkinCeuticals United States C E Ferulic Vitamin C Serum - gold standard antioxidant protection |
Medik8 United Kingdom Liquid Peptides Advanced MP Serum - breakthrough peptide delivery system |
Dr. Dennis Gross United States DRx SpectraLite Faceware Pro - LED mask for at-home professional treatments |
Drunk Elephant United States C-Firma Fresh Day Serum - vitamin C innovation with clean formulation |
The Ordinary Canada Multi-Peptide + Copper Peptides 1% - affordable copper tripeptide technology |
Guerlain France L'Essentiel Natural Glow Foundation - ceramide-rich hydrating coverage with SPF |
Chanel France Sublimage L'Extrait de Nuit - night-active vanilla planifolia regeneration |
YSL Beauty France Loveshine Plumping Lip Oil - hyaluronic acid-infused glossy lip treatment |
Sisley Paris France Phyto-Eye Palette - silky texture with skin-smoothing properties |
Clé de Peau Beauté Japan La Crème - £500 treatment rivaling professional aesthetic procedures |
Tatcha United States The Rice Wash - Japanese indigo extract and hyaluronic acid cleanser |
Sulwhasoo South Korea First Care Activating Serum - ginseng-powered heritage luxury formula |
Dr.Jart+ South Korea Cicapair Tiger Grass Collection - dermatological K-beauty innovation |
Shark Beauty United States FlexStyle - innovative LED mask technology for home skincare |
Danessa Myricks United States Multi-Use Artistry Products - 105% sales growth in comp doors |
Victoria Beckham Beauty United Kingdom Satin Kajal Liner - ultra-creamy application with all-day wear |
Armani Beauty Italy Eye Tint - easy-to-blend liquid eyeshadow for effortless application |
Kayali United States Marshmallow Fragrance - 123% search growth with gourmand innovation |
Sol de Janeiro United States Brazilian Bum Bum Cream - continued viral body care dominance |
Summer Fridays United States Jet Lag Mask - overnight hydration for travel recovery |
NYX Professional Makeup United States Jumbo Eye Pencil - TikTok viral multi-use color stick |
ColourPop United States Constant New Drops - affordable trend-driven makeup launches |
Maybelline New York United States Sky High Mascara - volumizing formula with viral popularity |
Hourglass Cosmetics United States Ambient Lighting Palette - cruelty-free glow technology |
Glossier United States Cloud Paint - minimalist cream blush formula |
Ilia Beauty Canada Super Serum Skin Tint - clean beauty skincare-makeup hybrid |
Milk Makeup United States Hydro Grip Primer - vegan multi-use gripping technology |
Valentino Beauty Italy Born in Roma Fragrance - luxury perfume innovation |
Tom Ford Beauty United States Shade and Illuminate - luxury contouring innovation |
Estée Lauder United States Advanced Night Repair - synchronized multi-recovery complex |
Clinique United States Moisture Surge 100H - auto-replenishing hydration technology |
Bobbi Brown United States Skin Long-Wear Foundation - weightless coverage innovation |
Too Faced United States Better Than Sex Mascara - enhanced volumizing formula |
Urban Decay United States All Nighter Setting Spray - 16-hour wear technology |
Benefit Cosmetics United States Brow Products Innovation - market-leading brow category |
Kérastase France Genesis Hair Serum - 42% YoY revenue growth in hair serums |
Olaplex United States Bond Maintenance Treatment - patented bond-building technology |
Living Proof United States Perfect Hair Day - science-backed hair health innovation |
Shu Uemura Japan Rice Bran Treatment - sustainably sourced Japanese ingredients |
Byoma United Kingdom Barrier-Focused Skincare - Gen Z affordable barrier repair |
Bubble Skincare United States Colorful Affordable Line - Gen Z-focused accessible skincare |
Starface United States Hydro-Star Pimple Patches - fun accessible acne treatment |
Sacheu Beauty United States Peel-Off Lip Stain - 231% EMV growth with TikTok virality |
Patrick Ta United States Major Dimension Powder - professional-grade complexion innovation |
Morphe United States Affordable Collaborations - influencer-driven makeup launches |
Eos United States Sphere Lip Balm Innovation - viral packaging and formulation |
Aesop Australia Refillable Formats - luxury sustainability commitment |
Tata Harper United States 100% Natural Formulations - farm-to-face clean beauty |
Dr. Barbara Sturm Germany Molecular Cosmetics - science-backed anti-inflammatory formulas |
Vintner's Daughter United States Active Botanical Serum - concentrated plant-based actives |
111Skin United Kingdom Diamond Peptide Overnight Mask - lifting and firming technology |
IS Clinical United States Active Serum - pharmaceutical-grade skincare innovation |
La Prairie Switzerland Caviar Collection - cellular regeneration with luxury ingredients |
Swiss Perfection Switzerland Cellular Performance - ultra-premium Swiss skincare technology |
Weleda Switzerland Skin Food Body Wash - under $10 natural formula for sensitive skin |
Agent Nateur United States Holi(Cleanse) Oil - clean beauty cleansing innovation |
Beautycounter United States Cushion Cream - short-chain ceramides for barrier support |
Natasha Denona United States Eyeshadow Palettes - professional-grade pigment technology |
Anastasia Beverly Hills United States Brow Products - category-defining brow innovation |
Givenchy Beauty France Le Rouge Deep Velvet - luxurious matte lipstick formula |
Shiseido Japan Ultimune Power Infusing Concentrate - immune defense technology |
SK-II Japan Pitera Essence - sake-fermented yeast miracle ingredient |
L'Occitane France Almond Body Care - 62% EMV growth with viral range |
Kiehl's United States Ultra Facial Cream - apothecary-style sustainable skincare |
Fresh United States Rose Face Mask - natural ingredient innovation |
Herbivore Botanicals United States Bakuchiol Serum - natural retinol alternative |
Youth to the People United States Superfood Cleanser - vegan kale and green tea formula |
Glow Recipe United States Watermelon Glow Collection - fruit-powered K-beauty fusion |
First Aid Beauty United States Ultra Repair Cream - barrier-repair colloidal oatmeal |
CeraVe United States Ceramide Technology - dermatologist-developed accessible skincare |
La Roche-Posay France Anthelios Sunscreen - mineral SPF innovation for all skin tones |
Paula's Choice United States 2% BHA Liquid Exfoliant - science-backed chemical exfoliation |
Peach & Lily United States Glass Skin Serum - K-beauty curation and innovation |
Tower 28 United States Beach Please Cream Blush - clean eczema-safe makeup |
Saie United States Slip Tint - clean SPF tinted moisturizer |
KVD Beauty United States Vegan Tattoo Liner - 100% vegan long-wear innovation |
Lanolips Australia 101 Ointment - lanolin-based intensive lip care |
Selection Standards
Excellence Criteria
Our industry-specific criteria ensure that only the most deserving receive THE Best distinction in Beauty & Cosmetics.
01
Product innovation
02
Safety standards
03
Sustainability
04
Inclusivity
05