24 best face makeup products 2023: Shop TODAY Beauty Awards

Let's face it: Most people aren't blessed with perfect complexions. Thankfully, we can lean on some base makeup products for those days we want to fake our way to a flawless face.

Narrowed down from hundreds of products our team carefully reviewed, these makeup MVPs impressed both our team of TODAY staff and beauty experts. Our award-winning priming potions, foundations, concealers, blushes, and setting products are here to help you achieve the look of your dreams. And, when the time comes to take it all off, we found the makeup-melting all-stars that'll actually have you excited to kick off your nighttime skin care routine.

From pore-minimizing primers to budget-friendly blushes, scroll on for the complete list of this year's Beauty Awards-winning products that'll help you put your best face forward.

Shop TODAY Beauty Awards: 24 best face makeup products of 2023

Primers | Foundations | Concealers | Setting powders | Blushes | Makeup tools | Makeup removers

Best Primers

Award: Best overall primer

This primer is a longtime favorite among the Shop TODAY team for its uncanny ability to lock onto your makeup and maintain skin moisture throughout the day. According to deputy editorial director Alexandra Deabler, this primer gets "tens across the board."

"I've tried a couple of primers, but this one stays grippy and hydrating," Deabler says.

Award: Best hydrating primer

Anyone battling seasonal dryness or just looking for a solid base will appreciate the ultra-moisturizing properties of this primer.

"So hydrating! I was shocked," gushes executive editor Ashley Codianni. "This primer felt like I was putting on lotion. It also helped preserve my full face of makeup for a full day."

Award: Best color-correcting primer

This do-it-all primer talks a big game — the brand says it color corrects to neutralize redness, blurs pores and imperfections and helps makeup glide on smoothly for a flawless finish. Our reviewers put it to work and can attest that it lives up to its claims.

"I struggle with rosacea and rosacea flare-ups and this product was very useful," Codianni says. "I use a full coverage foundation and this helped tame my redness even more. It also lasts through an entire work day and night out — which is promising."

Best Foundations

Award: Best medium coverage foundation

When the Shop TODAY team saw this foundation being lauded by TikTokers for its incredibly natural, "skin-like" finish and buildable coverage, we knew we had to try it. Since one editor's rave review, a ton of other team members have been influenced to sport the viral product.

Associate editor Danielle Murphy can think of quite a few reasons to love this product, citing its many shades, serum-like application, great ingredients, blendability and flexible coverage as reasons it's worth adding to your cart.

Award: Best full coverage foundation

If you're a full-coverage kind of person, our reviewers recommend this trendy foundation. Those who tried it say that it will stay put all day, without any caking or creasing.

"Hands down the best foundation I’ve used," raves intern Jordan Greene. "It didn’t make my skin look 'cakey' or clumpy. I also loved how full coverage and natural it looked."

Award: Best stick foundation

While we love a liquid foundation, sometimes things can get messy. This stick is versatile because it can be used as both a concealer and foundation, making it a great product to do your base makeup with and then throw in your purse for easy touch-ups throughout the day. But rest assured — you won't be sacrificing coverage for convenience with this multitasker.

"It really covers!" exclaims deals editor for Shop TODAY Rebecca Brown. "And it blended so softly and easily. I dab a bit underneath my eyes and blend out the edges and it brightens my entire face. The dark discoloration underneath my eyes disappears with this."

Award: Best powder foundation

This powder foundation is beloved by Shop TODAY staffers who tried it for its airy, lightweight feel and buildable coverage.

"It went on smoothly and rested on my skin nicely," says trending editor Nicoletta Richardson. "As someone who doesn’t wear a lot of makeup, I appreciated that I couldn't even feel it on my skin while seeing results (but not obvious texture, which is good). The tone blended with my skin well."

Although it's well-suited for your whole face, experts say it can also be used more sparingly to powder particularly oil-prone areas. "I like to use it mainly in the t-zone of the face to set the base in place," explains celebrity makeup artist Tobi Henney.

Award: Best CC cream

Move over, heavy foundations! This CC cream formula combines cosmetics with skin care ingredients for a layer that looks and feels natural and doesn't appear cakey, according to reviewers. But don't get it twisted — that lighter texture doesn't mean the formula lacks the ability to cover or conceal imperfections.

"The coverage was really good! No complaints about that" assures commerce deals coordinator Victoria Herlocker.

Best Concealers

Award: Best full coverage concealer

When it comes to coverage, one option emerged as a clear winner, according to Shop TODAY staffers who tried the product firsthand.

"I love how much coverage it provides under my eyes. I just need two to three taps to cover one area," SEO commerce writer Jannely Espinal reports. "The formula is thick, creamy and very concentrated, which helps if you have puffiness around the eyes. It doesn’t crease and gives you that smooth filter-like effect."

Experts agree that this concealer has you covered — literally. "This is great to use to cover tattoos," Henney says, adding that she likes to pair it with fellow Beauty Awards winner, the Original BeautyBlender, to slowly blend.

Award: Best medium coverage concealer

A common theme among the praise from reviewers of this concealer was the shade match, a real testament to the product's ample range of colors and undertones.

"The color match is probably the closest to my skin tone that I’ve ever encountered with a concealer yet, which makes it feel like I’m not wearing anything at all," muses SEO senior editor Jess Bender. "I’ve worn it for several long days and it remains fully intact, in place and free of creasing by the time I get home (sometimes over 12 hours after I applied it in the first place)."

Bender also complimented the formula's doe-foot applicator, noting that there's always exactly the right amount of product on the brush to tackle all of her problem spots in one go.

Award: Best budget concealer

If you're looking for solid coverage on a budget, this option delivers serious bang for your buck. Assistant editor Lauren Witonsky appreciated that it matched her fair complexion seamlessly, and also praised the applicator, shouting out its small wand that makes it easy to spot correct with precision.

Best Setting Products

Award: Best loose powder

Sheer, weightless, superfine ... this powder is marketed as a barely-there layer to lock in makeup for a flawless finish, and Shop TODAY staff reviewers say it lived up to the hype.

"Feels so lightweight!" raves production associate Jill Ortiz. "Like, forgot I was wearing it at times. Could wear it all day!"

Award: Best pressed powder

Our reviewers loved the packaging and concept of this pressed powder, pointing out that it helped avoid the potential mess of setting with loose powder and also felt less wasteful. From a performance perspective, the powder wore really well with our reviewers, too.

"I tried this with a few different foundations and wearing it with just concealer and it pairs nicely with both," editorial assistant Shannon Garlin reports. "I found my makeup to be perfectly set, with an overall matte finish and zero shine. As the brand says, it is long-lasting; I only had to touch up once or twice throughout the entire day."

Award: Best setting spray

Prone to dryness and flaking? This setting spray offers a hydrating alternative to powder-based setting products that will keep your makeup locked in place and leave your skin feeling refreshed.

"It holds up to its claims and makes my makeup last all day," shares Lifestyle editor Amanda Garrity. "It gives a natural yet dewy finish, which is exactly what I’m after. I use it when I first apply my makeup, but also throughout the day if I need to liven things up."

Best Blushes

Award: Best multi stick

We love a beauty multitasker, which does the work of two products in one and allows us to skip a step in our beauty routines. This stick is both a lip balm and a cheek tint and boasts hydrating properties since its "emollients can work to moisturize the skin," according to cosmetic chemist Ron Robinson.

"It seems to have minimal ingredients and is not irritating to my sensitive skin on my lips," Shop TODAY reviewer, SEO associate editor Fran Sales, notes. "This was surprisingly subtly hydrating on my lips. It’s also very affordable and can be used on the cheek."

Award: Best powder blush

Yeah, you read that product name right. This naughtily-named blush caused quite a stir among Shop TODAY Beauty Awards reviewers, and not just for its raunchy title.

"This product was very high quality and seems like it would last a long time, which is great considering it’s expensive for blush," notes social media editor Kara Quill. "I also found it to be pretty understated, but buildable if you were looking for it to be more pigmented or more easily noticeable."

Award: Best budget blush

On the hunt for an option at a lower price point? This baked blush is a solid pick that won't break the bank.

"I love how pigmented this blush is and how easy it is to blend out," says Kayiu Wong. "Since it is a bit shimmery, it effortlessly gives my cheeks a nice glow. I don’t even need to use a highlighter when I wear this blush."

Be sure to check out the full range of shades to find the one best suited for your complexion — reviewers noted that for certain skin tones, the color payoff was minimal. When it came to darker skin tones, the blush provides more of a light shimmer than a true flush of color.

Award: Best brush

This affordable brush impressed our reviewers, even convincing a few to ditch their go-to makeup sponges in favor of this option.

"I feel like sponges often absorb too much of the product and sheer out the coverage, which is great when I want a lighter and dewier look," says photo editor Vivian Le. "However, when my skin isn’t looking great, that’s not so helpful. This brush really retains the coverage of the product though and also blends like a dream. I also used it to blend my contour and it was seamless."

For a flawless finish, Henney recommends that you "tap foundation onto the face with your finger and blend and buff in circular motions with the kabuki brush, starting from the center and moving outward."

Award: Best brush set

Be honest ... when was the last time you cleaned your makeup brushes? If you're in need of a new set, this 16-piece collection rings up at less than ten bucks. Reviewers were blown away by the value of the set, which has a tool or two for every step of your makeup routine.

The set is "so affordable and has lots of different brush sizes and options!" producer Phoebe Curran gushes. "The bristles were very soft too."

Award: Best sponge

Tried and true, the Original Beautyblender remains a go-to in our beauty arsenal. As the top pick amongst our reviewers, it impressed beauty industry veterans and makeup novices alike.

"As someone who used to apply products with just my hands, I’ll probably never go back," admits Shop Today associate social media editor Dani Musacchio. "I love using this tool to easily apply and blend products into my skin. I believe that it makes my foundation and concealer application so much better."

Best Makeup Removers

Award: Best makeup remover

If you're in search of a remover for your most stubborn makeup (yes, even waterproof), reviewers say this does the trick — without all the tugging, rubbing, and triple cleansing normally involved.

"This is an oldie but goodie," proclaims executive assistant Jacqueline Agnolet. "I forgot how thoroughly this removes everything from the eyes without any irritation or tugging. I used to always purchase this but stopped — dumb move on my part. This large bottle will last forever."

Award: Best cleansing balm

Who knew the ingredient your skin care routine was missing all along was... papaya? We turned to an expert to give us the scoop on this naturally cleansing ingredient.

"Papaya is known to have enzymes that work to digest or dissolve proteins and therefore may serve as a gentle cleanser through this mechanism," says board-certified dermatologist Dr. Macrene Alexiades. "This product also contains many oils, so it would be an appropriate choice for very dry and mature skin types."

"This balm seriously takes everything off without stripping the skin or making it feel overly dry," swears Witonsky. "[It] feels really luxurious, from the texture of the product to the applicator it comes with. I love that it’s not considered a liquid, so I can travel with the full size."

Award: Best micellar water

Looking to steer clear of oils in your skin care? Reviewers appreciated the gentle feeling of this micellar water, which serves as a quick and easy way to take off makeup. It won't leave you with any greasy or oily residue, and reviewers noted that just a small dab on a cotton swab went a long way.

Award: Best budget makeup remover

This makeup-removing stick from Neutrogena is portable, affordable and ready whenever you are for a touch-up.

"This product worked really well and I love how compact it is," says photo editor Kara Birnbaum. "I started carrying this product whenever I knew I would need to transition my look. I often spend weekends out of my apartment at my boyfriend's house and have to lug my makeup bag, but with products like this, it makes it so much easier than clunky makeup removing pads and doesn't spill like liquid remover."

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With maximalism at a high, there’s never been a more exciting time for makeup. While natural and effortless looks will always have their place in the beauty sphere (and TZR’s Beauty Awards), it seems the latest and greatest finds celebrate full-out glam. Need proof? Check out the best new makeup products — from prestige to drugstore brands — that boast high-octane color, sparkle, and general fabulousness.

We may receive a portion of sales if you purchase a product through a link in this article.

Best Blush

Best Blush Over $20

Rose Inc Cream Blush Refillable Cheek & Lip Color

You have to wonder whether Rosie Huntington-Whiteley felt a little extra pressure when creating a blush — after all, she’s basically named after the category. As it happens, the model got the formula just right on her first try. According to Kiara Brown, BDG senior producer of photo and editorial design, the squalane, vitamin E, and hyaluronic acid formula is velvety and soft. “It goes on my skin with ease and is very pigmented yet easy to blend out,” she says, explaining that it’s been a key to her makeup routine. “I absolutely love this product.”

Best Blush Under $20

Makeup Revolution Fast Base Blush Stick

Think of this blush as your (very affordable) FastPass to a perfectly flushed beat. Though only $8, it’s what BDG Associate Manager of Editorial Operations Abby Lebet calls “versatile,” explaining that it works for both your cheeks and lips. And, according to them, its six creamy shades are “very pigmented and go on easily.” While they do note that they’d stick with its more muted colorways, it still stands that this is the ultimate high-value, time-saving find.

Best Bronzer

Best Bronzer Over $20

Charlotte Tilbury Beautiful Skin Sun-Kissed Glow Bronzer

There’s a good reason Charlotte Tilbury is the brand on everyone’s lips these days — quite literally, too. TZR contributor Carly Cardellino puts it succinctly: “Charlotte Tilbury, in my book, can do no wrong,” she says. “This bronzer is further proof of that.” While she admits that many bronzers can miss the mark with the incorrect undertone and finish, this one very much nailed it in tone and consistency. “This Beautiful Glow Bronzer can complement so many skin tones and look natural; my intern and I actually both tried it — she has much fairer skin than I do — and it looked incredible on both of us.”

Best Bronzer Under $20

Physicians Formula Bread & Butter Bronzer

When you put a loaf of bread in the oven, you don’t see color immediately; rather, it works up to a beautiful, golden glow over time. The same, unsurprisingly, is true for this aptly named bronzer. In NYLON Social Media Strategist Kelly Reed’s experience, “You kind of have to build it up” — which, she notes, is often preferable so it’s easier to finesse into your routine. Eventually, you will reach your desired level of bronze. And once you do, she says, “It blends out quite nicely and leaves you with a nice glow.”

Best Brow Product

Best Brow Product Over $20

About-Face Brow Artist Eyebrow Pencil

If you’ve been one of the unlucky people to find your tinted brow products streaming down your face at the end of the day, you know the importance of a waterproof, smudge-free formula. Using a blend of hard and soft waxes, this pencil — which TZR contributor Caroline Tien backs in full — promises exactly that. “When I applied the pencil in strokes to patchy areas in my eyebrows, I found that the end result was realistic-looking and long-lasting,” she tells TZR, noting that it barely even budged when she tried to wipe it off with a wet washcloth. Fortunately, it has options for everyone as well: Tien says that it also “comes in a wide array of darker shades, making it easy for brunettes to find a match.”

Best Brow Product Under $20

Revlon ColorStay Semi-Permanent Brow Ink

Four thousand, three hundred twenty minutes. No, those aren’t the opening lyrics to that song in Rent — that’s actually the span of three days, aka how long Revlon promises this brow ink will last upon application. A bold declaration — and just one of many for the formula. It’s understandable, then, that TZR contributor Taylor Stephan was initially skeptical of the brand’s grandiose claims for the budget buy. “I won't lie, I wasn’t expecting much from this product,” she says. Despite that, though, her trial left her hooked. “Boy, was I surprised. It has a watercolor-like consistency, which, paired with the super-fine felt tip, expertly mimics ultra-thin strokes of hair.” It’s versatile, too, she says; thanks to its precise application, you can do more or less, depending on how dark you want your brows.

Best Concealer

Best Concealer Over $20

Huda Beauty #FauxFilter Luminous Matte Buildable Coverage Crease Proof Concealer

If you think about it, concealers kind of have the odds stacked against them. Not only are they expected to hide the skin care concerns most difficult to cover, but they also have to maintain a flawless texture and perfectly match your skin tone to truly do their job. Many fall short of the finish line, but Maggie Haddad, TZR senior social media strategist, says Huda Beauty’s matte, 29-shade formula is a rare exception. “I. Love. This. Concealer,” she raves. “It’s super blendable, medium-coverage (which is the perfect amount in my book), and doesn’t get that cakey, creased look throughout the day.” The real sign of its powers? “Any blemishes I have vanish under this product.”

Best Concealer Under $20

Lys Beauty Triple Fix Brightening Concealer

Looking to the beauty world for solutions to under-eye circles kind of feels like you’re living in that Pawn Stars meme. No, you’re not going to find any *real* fixes. “Best I can do is a really good concealer,” the industry basically says. Fortunately, at least, on that it delivers — and it does so in the form of Lys Beauty’s highly pigmented, hydrating formula. According to BDG Executive Beauty Director Faith Xue, it actually does brighten her “newly developed under-eye bags without creasing,” and she loves how creamy and blendable it is. It’s also “high-coverage enough to smooth over breakouts and blur out pores,” she continues — a multitude of benefits, considering its $18 price point. Xue says she’s even recommended it to lots of her friends.

Best Eyeliner

Best Eyeliner Over $20

Danessa Myricks Beauty Infinite Chrome Micropencil Eyeliner

Danessa Myricks Beauty products may well have been the original reason for the term “multi-hyphenate.” Items from the brand never have just one skill — instead, they function in multiple ways for multiple places on all faces. NYLON Executive Editor Lauren McCarthy confirms this. While she did stick to just the eyes in her trial of these color-shifting metallic eyeliners, McCarthy explains that, true to form, they were no one-hit wonder. “Each of these liners has an incredible holographic sheen that I've had so much fun playing with on both my lower lash line and even my water line,” she shares. “To quote Nicki Minaj, ‘I don't think you understand, I’m obsessed.’”

Best Eyeliner Under $20

NYX Professional Makeup Epic Smoke Liner

At a mere $11, this smoky eyeliner stick could have honestly just mailed it in. But being the trusty drugstore brand that it is, NYX Professional Makeup decided to not only make this a good budget pick but a good pick all around. Featuring 12 bold shades, the liner features a blendable formula and a paddle brush that allows you to create your entire eye look with just one stick. It even impressed BDG Art Coordinator Xin Xin, who says she’s usually not the biggest fan of pencil and gel liners (and especially not smoky ones). “I love how buttery this is!” she tells TZR. “It goes on smoothly, does not smudge for the entire day, [there’s] no transfer, and it blends super well.” Now, she says, she’s definitely planning to buy it again.

Best Eyeshadow

Best Eyeshadow Over $20

Anastasia Beverly Hills Primrose Palette For Face & Eyes

With so many beautiful eyeshadow palette combinations out there at this point, it’s not exactly easy to impress the truly beauty-obsessed. Let that convince you, then, that this all-in-one, 12-pan palette should be next on your to-try list. “I love neutrals and pops of color, but the pinks, purples, and mauves in this palette are so romantic and aesthetically pleasing,” says TZR contributor Calin Van Paris. “I did a little gasp when I opened it.” Thanks to its “blend of chunky shimmer, subtle shimmer, and matte [finishes],” she now considers herself, yes, very impressed.

Best Eyeshadow Under $20

Sephora Collection Charged Up Liquid Eyeshadow

If you told people this eyeshadow was made for a Harry Styles concert, there’s a good chance they’d believe you. Literally named “Charged Up,” the liquid formula comes in 12 rich, playful shades with both metallic and shimmer finishes. It’s also non-sticky, long-wearing, and made for effortless application. And Natasha Marsh, TZR beauty writer, confirms that it’s perfect for such an occasion. “[It’s] a super fun night-out shadow, as it has really great glitter and easily glides on,” she reviews. In other words, it’s the ideal product for several hours of screaming and dancing while dressed to the nines — and, you know, any other time you just want to have some fun with your makeup.

Best Foundation

Best Foundation Over $20

Hourglass Ambient Soft Glow Foundation

Those who have tested a foundation know that the trial does not end in your bathroom. No, the formula must look good in every light and situation before it’s a real contender. TZR Beauty Editor Amanda Ross says this light-diffusing option passes with flying colors. “It looks good in sharp photos; it looks good in real life; it even looks good in my kitchen, which shares the exact lighting plan as the bathroom in the Saw series,” she says. “After testing it several times, I think this actually might be my favorite foundation of the year so far. It makes me feel so confident thanks to the [level of] coverage, but also because I know it’s not going anywhere.”

Best Foundation Under $20

Neutrogena Clear Coverage Flawless Matte CC Cream

In general, even the best of makeup is no match for a sweaty subway commute. So when TZR Senior Designer Lindsay Hattrick realized this CC cream survived this ultimate test with zero patchiness, she knew it was a winner. And that impressive accomplishment wasn’t its only feat. “I usually avoid foundation with [matte] coverage as it [often] clogs my pores, but I found this one to be very light and good for sensitive skin!” she says of its oil-free, noncomedogenic, and hypoallergenic formula. Despite its “matte” label, Hattrick also says the product is super buildable and can produce a skin-like finish by layering “any sort of glowy skin care” underneath.

Best Highlighter

Best Highlighter Over $20

Merit Day Glow Dewy Highlighting Balm in Citrine

The name “Day Glow” might bring thoughts of fluorescent colors to mind, but don’t be fooled — Merit’s daytime-appropriate highlighting balm is as subtle as it gets. Upon trialing its “Citrine” shade, Kaitlin Cubria, Elite Daily deputy lifestyle, fashion, and beauty editor, says, “It’s less glittery and more natural than a lot of other [highlighters], which I appreciate.” She especially loves its creaminess, which is thanks to the product’s squalane- and olive fruit oil-infused. “Best to use on lighter makeup days so you can really see it in action,” she adds.

Best Highlighter Under $20

Half Magic Beauty Light Trap

Highlighter hues tend to have about as much variety as the colors of Kourtney Kardashian’s post-Kravis wardrobe — that is to say, little to none. So for Ashlyn Thompson, BDG’s director of HR, the unexpected shade range was one of the best parts of Half Magic’s Light Trap. “I liked these shades a lot,” she tells TZR. “Especially the purple color; I feel like I don't see [that] a ton, and it was very unique.” And, yes, while there are only two options to choose from (albeit surprising ones), each is made with multidimensional two-tone pigments that give them unique color-shifting abilities — not to mention what Thompson cites as “great and smooth” consistency.

Best Lip Gloss/Stain

Best Lip Gloss/Stain Over $20

Hourglass Phantom Volumizing Glossy Balm

Say goodbye to your gloss, your balm, your plumper, and your lipstick — this multi-tasker does it all, and does it well. “As someone who can’t stand stickiness, I love that this all-in-one formula gives me the shine of a gloss, the hydration of a balm, and the cushiony color of a lipstick with a dewy finish that doesn't feel like fly paper,” says TZR contributor Amber Kallor. With the added benefits of a softening “conditioning complex” and a curated range of eight shades (Kallor is a particular fan of Thrill, a sheer, cherry red), she says she was hooked on the product the second it launched. Now, she’s moved on to converting her friends.

Best Lip Gloss/Stain Under $20

Sunnies Face Lip Treat

TZR Senior Social Media Strategist Maggie Haddad’s review of this tinted lip balm is as succinct as the product’s promise: to provide lip care with a wash of color. “Absolutely obsessed!” she raves. “[Lip Treat is] so hydrating, super glossy, and the tints are perfectly subtle.” Given that it’s powered by shea butter and collagen and comes in seven thoughtful, sheer shades, it’s no surprise that it just works.

Best Lipstick

Best Lipstick Over $20

Rare Beauty Kind Words Matte Lipstick

Let’s play a word association game. When you hear the term “matte lipstick,” what comes to mind? If dry is your first through fifth thoughts, you need Rare Beauty’s Kind Words formula in your life. According to TZR contributor Caroline Tien, the texture is actually a major point in its favor: “It has a creamy finish that feels hydrating instead of drying,” she says. Pair that with the fact that the two shades she tried, “Humble” and “Fun,” work well with her complexion and subtly enhance her natural lip color, and the main words Tien is now associating with this matte lipstick are “big fan.”

Best Lipstick Under $20

Maybelline New York Super Stay Vinyl Ink Liquid Lipcolor

Like Ross Geller’s leather pants in Friends, Maybelline’s long-wearing liquid lip color absolutely “does not budge,” TZR’s Deputy Beauty Editor Hannah Baxter reviews. (Although unlike Geller’s shrunken trousers, this product actually won’t come off.) True to its name, the “Super Stay” lip color promises 16 hours of wear, which the brand attributes to its smudge- and transfer-resistant “color lock” formula. And you’ll be happy it’s there to stay: According to Baxter, it also has an “amazing color selection and payoff, is comfortable, and looks even on the lips without dryness.”

Best Mascara

Best Mascara Over $20

Tower 28 MakeWaves Lengthening + Curling Clean Mascara

It’s common in the beauty industry to hear caveats for products in certain categories: “It’s decent — for the price,” for example. Thus, when something is able to transcend those entirely, you know it’s a winner. TZR Deputy Beauty Editor Hannah Baxter says this was absolutely the case for Tower 28’s nontoxic, vegan, and cruelty-free mascara. “The brush builds fan-like definition for your lashes, doesn’t transfer throughout the day, holds a curl like a dream, and isn’t even ‘good for a clean formula’ — it’s just exemplary,” she shares, calling it straight-up “outstanding.” In fact, she says, it’s her new favorite mascara — no caveats needed.

Best Mascara Under $20

Ami Colé Lash-Amplifying Mascara

You know that time Tom Cruise was so smitten with Katie Holmes that he jumped on Oprah’s couch? Elite Daily Deputy Lifestyle, Fashion, and Beauty Editor Kaitlin Cubria’s love of this mascara feels like it’s almost reached that level. And given her experience, you can’t blame her for rating the lengthening, conditioning, and flexible formula a six out of five. Cubria explains that because her long lashes are naturally straight, it’s hard for them to hold a curl. “But now, I can forgo my next keratin lash lift: Ami Colé's mascara separates, thickens, and lives up to its name because it amp-clap-li-clap-fies,” she says. “No joke, this is my new Holy Grail mascara.”

Best Face Primer

Best Face Primer Over $20

Valentino Beauty V-Lighter Face Base Primer & Highlighter

Don’t tell your facialist this — but the next time your skin is feeling lackluster, you can skip the expensive treatments. In the experience of BDG Executive Beauty Director Faith Xue, this hydrating and highlighting multitasker is a worthy alternative. “I reach for this primer whenever my skin looks dull or tired, and it instantly adds a really natural-looking glow,” she tells TZR. And while Xue does note that she avoids using it on her T-zone (because of her oily-combo skin), she maintains that it’s “so lovely” everywhere else. “I also use it after makeup as a highlight on my cheekbones, or mix it in with my foundation to add a glowier finish.”

Best Face Primer Under $20

e.l.f. Cosmetics Acne Fighting Putty Primer

To be honest, you probably need a little *primer* (sorry) on this product before you dive in. First of all, it is a putty, and yes, you do put it on your face. It’s also no average, glow-inducing formula; instead, it leaves a matte finish and includes breakout-fighting ingredients. This slightly unusual combination of features is probably why the primer went viral on TikTok — and also why it exceeded the expectations of BDG’s Executive Beauty Director, Faith Xue. “I love that it's made with salicylic acid to soothe my acne-prone skin, and that it made my foundation go on so much more smoothly,” she says. In fact, for her, it’s gone beyond its intended use — a true sign of a winner. “On good skin days, I'll wear it alone and just dab on concealer!”

Model: Tsheca White

Director of Photography: Clarence Fuller

Stylist: Stephanie Sanchez

Hair: Junya Nakashima

Makeup: Frankie Boyd

Manicure: Eri Handa

Associate Creative Director, Video: Samuel Schultz

Photo Director: Alex Pollack

Executive Beauty Director: Faith Xue

VP Creative, Video: Lauren Sofair

SVP Fashion: Tiffany Reid

SVP Creative: Karen Hibbert