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 American beauty powerhouse delivering viral cultural-inspired formulations with Ube innovation |
| Fenty Beauty 🇺🇸 United States American inclusivity pioneer delivering enhanced Pro Filt'r foundation with extended shade range |
| Rare Beauty 🇺🇸 United States American beauty brand delivering sustained virality with therapeutic Soft Pinch blush excellence |
| Rhode 🇺🇸 United States American skincare brand delivering 1,629% engagement growth expanding into makeup category |
| Charlotte Tilbury 🇬🇧 United Kingdom British makeup artistry delivering sustainable Airbrush setting spray with 16-hour technology |
| e.l.f. Cosmetics 🇺🇸 United States American affordable beauty delivering viral Halo Glow instant-glow formula with SPF 50 |
| L'Oréal Paris 🇫🇷 France French beauty giant delivering top-rated Ever Pure lamination mask with salon-quality results |
| Lancôme 🇫🇷 France French luxury skincare enhancing Advanced Génifique serum with microbiome science innovation |
| MAC Cosmetics 🇨🇦 Canada Canadian professional makeup celebrating 30th anniversary with heritage-modern innovation |
| Tarte 🇺🇸 United States American makeup brand continuing Shape Tape concealer category dominance excellence |
| Dior Beauty 🇫🇷 France French luxury makeup delivering SPF-infused ceramide Diorskin foundation for skin-first excellence |
| La Mer 🇺🇸 United States American luxury skincare delivering instant-gratification lifting mask with Miracle Broth technology |
| Augustinus Bader 🇩🇪 Germany German luxury skincare pioneering revolutionary TFC8 Trigger Factor Complex for cellular renewal |
| Pat McGrath Labs 🇬🇧 United Kingdom British makeup artistry celebrating 10th anniversary with luxurious Gold 001 Divine Decade pigment |
| NARS 🇺🇸 United States American makeup brand delivering Mocha Mousse-inspired peachy-pink Orgasm blush shimmer |
| Beauty of Joseon 🇰🇷 South Korea Korean K-beauty delivering Relief Sun rice probiotics SPF50+ with rich no-white-cast texture |
| Anua 🇰🇷 South Korea Korean skincare innovating PDRN salmon DNA derivative serum for cellular regeneration excellence |
| COSRX 🇰🇷 South Korea Korean skincare delivering viral Snail Mucin eye patches with 12M+ TikTok de-puffing views |
| Medicube 🇰🇷 South Korea Korean beauty device delivering clinic-quality Age-R home treatments with Booster Pro technology |
| Laneige 🇰🇷 South Korea Korean skincare enhancing Water Sleeping Mask with overnight hydration renewal technology |
| SkinCeuticals 🇺🇸 United States American medical skincare delivering gold-standard C E Ferulic vitamin C antioxidant protection |
| Medik8 🇬🇧 United Kingdom British clinical skincare pioneering breakthrough Liquid Peptides Advanced MP delivery system |
| Dr. Dennis Gross 🇺🇸 United States American dermatologist delivering DRx SpectraLite LED mask for professional at-home treatments |
| Drunk Elephant 🇺🇸 United States American clean beauty delivering C-Firma Fresh vitamin C innovation with clean formulation |
| The Ordinary 🇨🇦 Canada Canadian affordable skincare delivering Multi-Peptide copper peptides 1% technology excellence |
| Guerlain 🇫🇷 France French luxury house delivering ceramide-rich L'Essentiel Natural Glow foundation with SPF |
| Chanel 🇫🇷 France French luxury icon delivering night-active Sublimage vanilla planifolia regeneration excellence |
| YSL Beauty 🇫🇷 France French luxury makeup delivering hyaluronic acid-infused Loveshine plumping lip oil treatment |
| Sisley Paris 🇫🇷 France French luxury skincare delivering silky Phyto-Eye Palette with skin-smoothing properties |
| Clé de Peau Beauté 🇯🇵 Japan Japanese luxury skincare delivering £500 La Crème rivaling professional aesthetic procedures |
| Tatcha 🇺🇸 United States American J-beauty delivering Rice Wash cleanser with Japanese indigo and hyaluronic acid |
| Sulwhasoo 🇰🇷 South Korea Korean luxury heritage delivering ginseng-powered First Care Activating Serum excellence |
| Dr.Jart+ 🇰🇷 South Korea Korean dermatological K-beauty delivering Cicapair Tiger Grass collection innovation |
| Shark Beauty 🇺🇸 United States American beauty tech delivering innovative FlexStyle LED mask technology for home skincare |
| Danessa Myricks 🇺🇸 United States American professional makeup delivering multi-use artistry products with 105% sales growth |
| Victoria Beckham Beauty 🇬🇧 United Kingdom British luxury makeup delivering ultra-creamy Satin Kajal liner with all-day wear |
| Armani Beauty 🇮🇹 Italy Italian luxury makeup delivering easy-to-blend Eye Tint liquid eyeshadow for effortless application |
| Kayali 🇺🇸 United States American fragrance innovator delivering Marshmallow perfume with 123% search growth gourmand excellence |
| Sol de Janeiro 🇺🇸 United States American body care delivering continued viral Brazilian Bum Bum Cream dominance |
| Summer Fridays 🇺🇸 United States American skincare delivering Jet Lag overnight hydration mask for travel recovery |
| NYX Professional Makeup 🇺🇸 United States American affordable makeup delivering TikTok viral Jumbo Eye Pencil multi-use color stick |
| ColourPop 🇺🇸 United States American trend-driven makeup delivering constant affordable new drops innovation |
| Maybelline New York 🇺🇸 United States American drugstore makeup delivering viral Sky High volumizing mascara popularity |
| Hourglass Cosmetics 🇺🇸 United States American luxury makeup delivering cruelty-free Ambient Lighting Palette glow technology |
| Glossier 🇺🇸 United States American minimalist beauty delivering Cloud Paint cream blush formula excellence |
| Ilia Beauty 🇨🇦 Canada Canadian clean beauty delivering Super Serum skincare-makeup hybrid skin tint innovation |
| Milk Makeup 🇺🇸 United States American vegan makeup delivering Hydro Grip multi-use gripping primer technology |
| Valentino Beauty 🇮🇹 Italy Italian luxury fragrance delivering Born in Roma perfume innovation excellence |
| Tom Ford Beauty 🇺🇸 United States American luxury makeup delivering Shade and Illuminate contouring innovation excellence |
| Estée Lauder 🇺🇸 United States American luxury skincare delivering Advanced Night Repair synchronized multi-recovery complex |
| Clinique 🇺🇸 United States American dermatologist skincare delivering Moisture Surge 100H auto-replenishing hydration technology |
| Bobbi Brown 🇺🇸 United States American professional makeup delivering Skin Long-Wear weightless coverage foundation innovation |
| Too Faced 🇺🇸 United States American playful makeup enhancing Better Than Sex mascara volumizing formula |
| Urban Decay 🇺🇸 United States American edgy makeup delivering All Nighter 16-hour setting spray wear technology |
| Benefit Cosmetics 🇺🇸 United States American beauty brand delivering market-leading Brow Products innovation category excellence |
| Kérastase 🇫🇷 France French luxury haircare delivering Genesis serum with 42% YoY revenue growth excellence |
| Olaplex 🇺🇸 United States American haircare innovator delivering patented Bond Maintenance bond-building technology treatment |
| Living Proof 🇺🇸 United States American science-backed haircare delivering Perfect Hair Day innovation excellence |
| Shu Uemura 🇯🇵 Japan Japanese luxury beauty delivering sustainably sourced Rice Bran Treatment ingredients |
| Byoma 🇬🇧 United Kingdom British Gen Z skincare delivering affordable barrier-focused repair excellence |
| Bubble Skincare 🇺🇸 United States American Gen Z skincare delivering colorful affordable accessible excellence |
| Starface 🇺🇸 United States American fun skincare delivering Hydro-Star accessible pimple patch acne treatment |
| Sacheu Beauty 🇺🇸 United States American TikTok beauty delivering peel-off lip stain with 231% EMV growth virality |
| Patrick Ta 🇺🇸 United States American professional makeup delivering Major Dimension powder complexion innovation excellence |
| Morphe 🇺🇸 United States American affordable makeup delivering influencer-driven collaboration launches innovation |
| Eos 🇺🇸 United States American lip care delivering viral Sphere packaging lip balm formulation innovation |
| Aesop 🇦🇺 Australia Australian luxury skincare pioneering refillable formats with sustainability commitment excellence |
| Tata Harper 🇺🇸 United States American clean beauty delivering 100% natural farm-to-face formulations excellence |
| Dr. Barbara Sturm 🇩🇪 Germany German molecular cosmetics delivering science-backed anti-inflammatory formulas excellence |
| Vintner's Daughter 🇺🇸 United States American luxury skincare delivering concentrated Active Botanical Serum plant-based actives |
| 111Skin 🇬🇧 United Kingdom British luxury skincare delivering Diamond Peptide lifting and firming overnight mask technology |
| IS Clinical 🇺🇸 United States American pharmaceutical-grade skincare delivering Active Serum innovation excellence |
| La Prairie 🇨🇭 Switzerland Swiss ultra-luxury skincare delivering Caviar Collection cellular regeneration ingredients |
| Swiss Perfection 🇨🇭 Switzerland Swiss ultra-premium skincare delivering Cellular Performance technology excellence |
| Weleda 🇨🇭 Switzerland Swiss natural skincare delivering under $10 Skin Food natural formula for sensitive skin |
| Agent Nateur 🇺🇸 United States American clean beauty delivering Holi(Cleanse) Oil cleansing innovation excellence |
| Beautycounter 🇺🇸 United States American clean beauty delivering Cushion Cream short-chain ceramides for barrier support |
| Natasha Denona 🇺🇸 United States American professional makeup delivering eyeshadow palettes with professional-grade pigment technology |
| Anastasia Beverly Hills 🇺🇸 United States American brow specialist delivering category-defining Brow Products innovation excellence |
| Givenchy Beauty 🇫🇷 France French luxury makeup delivering Le Rouge Deep Velvet luxurious matte lipstick formula |
| Shiseido 🇯🇵 Japan Japanese luxury skincare delivering Ultimune Power immune defense technology concentrate |
| SK-II 🇯🇵 Japan Japanese luxury skincare delivering Pitera Essence sake-fermented yeast miracle ingredient |
| L'Occitane 🇫🇷 France French beauty delivering Almond Body Care range with 62% EMV growth virality |
| Kiehl's 🇺🇸 United States American apothecary skincare delivering Ultra Facial Cream sustainable excellence |
| Fresh 🇺🇸 United States American natural beauty delivering Rose Face Mask natural ingredient innovation |
| Herbivore Botanicals 🇺🇸 United States American clean beauty delivering Bakuchiol Serum natural retinol alternative excellence |
| Youth to the People 🇺🇸 United States American vegan skincare delivering Superfood Cleanser kale and green tea formula |
| Glow Recipe 🇺🇸 United States American K-beauty fusion delivering fruit-powered Watermelon Glow Collection excellence |
| First Aid Beauty 🇺🇸 United States American barrier-repair skincare delivering Ultra Repair Cream colloidal oatmeal excellence |
| CeraVe 🇺🇸 United States American dermatologist skincare delivering accessible Ceramide Technology excellence |
| La Roche-Posay 🇫🇷 France French dermatologist skincare delivering Anthelios mineral SPF innovation for all skin tones |
| Paula's Choice 🇺🇸 United States American science-backed skincare delivering 2% BHA Liquid Exfoliant chemical exfoliation |
| Peach & Lily 🇺🇸 United States American K-beauty curator delivering Glass Skin Serum curation and innovation |
| Tower 28 🇺🇸 United States American clean makeup delivering Beach Please eczema-safe cream blush excellence |
| Saie 🇺🇸 United States American clean makeup delivering Slip Tint SPF tinted moisturizer excellence |
| KVD Beauty 🇺🇸 United States American vegan makeup delivering 100% vegan Tattoo Liner long-wear innovation |
| Lanolips 🇦🇺 Australia Australian lanolin specialist delivering 101 Ointment intensive lip care excellence |
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