ELLE’s 2025 Future of Beauty Awards
Every year, there are countless beauty launches—so many, it feels impossible to spot what’s truly new. How can you tell a game-changing blush from a retread? How can you find a skin care innovation that isn’t buzzword salad? And body care might be big right now, but what’s the difference between a regular old body lotion and one that’s going to transform your routine? We’ve taken the guesswork out of this year’s new products to find the ones that will instantly stand out on your vanity.
After sifting through hundreds of entries for our 2025 Future of Beauty Awards, we whittled down the list to the actual disrupters. You can guarantee that every product here—from the mascaras to the pimple patches—has been tried and tested by ELLE staff and deemed a trailblazer in its category. Keep reading for our winners, spanning across hair, skin, body, and cosmetics.
Skin
Best Eye Serum
Best Serum for Skin Health
Best Lightweight Sunscreen
Best Skin Brightener
Best Skin-Tightening Cream
Best Acne Patches
Best Collagen-Boosting Serum
Best Overnight Mask
Best Cleansing Oil
Best Eye Patches for Sensitive Skin
Best Luxury Serum
Best New Retinol
Best New Rejuvenating Serum
Best Skin-Tightening Eye Cream
Best Microneedling Mask
Best Sheet Mask
Best Tinted Sunscreen
Best Spray Sunscreen
Best Eye Cream
Best Botanical Serum
Best Skin Brightening Cream
Best Eye Cream for Wrinkles
Best Glowy Skin Serum
Best Purifying Mask
Best Regenerating Serum
Best New Cleanser
Best Brightening Serum
Best New Snail-Free Serum
Best Liquid Pimple Patch
Best Next-Gen Moisturizer
LEARN MORE ABOUT OUR SKIN WINNERS
Hair
Best Hair Serum
Best Strengthening Hair Mask
Best Hair Gloss Mask
Best Overall Hair Mask
Best Non-Crunchy Hairspray
Best Dry Shampoo for People Who Hate It
Best Weightless Dry Shampoo
Best Styling Oil
Best Shampoo for Hair Growth
Best Hair Thickening Serum
Best New Heat Protectant
Best Texture Product
Best Volumizer
Best Finishing Hair Oil
Best Overnight Hair Serum
LEARN MORE ABOUT OUR HAIR WINNERS
Body
Best Body Acne Solution
Best Body Milk
Best Self Tanner
Best After-Shave Treatment
Best New Fragrance
Best Body Serum
Best Natural Deodorant
Best Fresh Scent
Best Bar Soap
Best Body Oil
LEARN MORE ABOUT OUR BODY WINNERS
Color Cosmetics
Best Tubing Mascara
Best Makeup Product for Beginners
Best Dewy Face Powder
Best At-Home Lash Extensions
Best Color Correcting Serum
Best Lip Gloss
Best Concealer
Best Accessible Mascara
Best Makeup Correcting Pen
Best Creamy Lip Shaper
Best Tinted Mineral Sunscreen
Best Powder Blush
Best Lip Stain
Best Long-Wearing Blush
Best Eye Brightener
Best Dewy Setting Spray
Best Liquid Glitter Eye Shadow
Best Fast-Drying Nail Polish
Best Multi-Use Lip and Cheek Tint
Best Blurring Bronzer
LEARN MORE ABOUT OUR COLOR COSMETICS WINNERS
Details on our methodologyMarch 2025 to April 2025: The ELLE beauty team compiled data on new and innovative product launches across hair, skin, body, and makeup.
April 2025: The ELLE beauty team asked brands to submit formal entries to our awards for consideration (we never charge for submissions).
May 2025 to June 2025: We recruited 24 ELLE staffers to test hundreds of new beauty launches.
June 2025 to July 2025: ELLE staffers were asked to honestly evaluate products based on criteria including innovation, efficacy, and ease of use.
August 2025: ELLE staffers submitted detailed feedback to the beauty team, who reviewed and compiled all the information—including exactly why each product stood out.
September 2025: We analyzed this feedback to find 75 winners for our annual Future of Beauty Awards.
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