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The makeup aisle has never been more crowded. Between viral launches, constant trend cycles, and influencer hype, it’s harder than ever to figure out what’s actually worth your time (and money). But while testing hundreds of contenders for the 2025 Well+Good Beauty Awards, something became clear: The makeup landscape is shifting—and in a very good way. We saw fewer gimmicks and more staying power. Foundations that lasted through Pilates class and your cousin’s wedding. Mascaras that truly earned their cult status. Lip glosses you’d panic over losing in a cab.
According to Alexis Androulakis, a cosmetic product developer (and one-half of our favorite beauty duo, the Lipstick Lesbians), the shift isn’t random—it’s the result of smarter formulation. “I’ve been talking about the harmonization of globalization a lot, and it’s something I’m really excited about,” she says. “We’re seeing brands take the best of certain markets and create mashups for the North American market.” One key theme? Texture. “There’s a real celebration of skin right now. We’re seeing more sophisticated, thinner formulas that glorify the skin while still allowing room for play.”
Many of our 2025 makeup winners reflect that evolution, from gel-like tints to silky powders that elevate your everyday face. Each one earned its spot on our list through months of rigorous testing and vetting. This wasn’t a popularity contest—this was for keeps. Ready to meet your new staples?
Meet the 2025 makeup winners
Best Concealer
What it is: A full-coverage, matte-finish concealer that melts in and stays put all day.
Why we love it: Full-coverage fans, prepare to meet your new go-to. While we can’t think of a single reason you’d actually need to wear your concealer for a full Earth rotation, Estée Lauder’s Double Wear Stay-in-Place 24-Hour Concealer is what we’d reach for in the unlikely event. The creamy matte formula (in 30 shades) is perfect for your full-glam days, with enough pigment to completely cover hyperpigmentation, breakouts, dark circles—you name it.
And while this concealer was loved by our entire testing team for neutralizing dark spots and covering inflammation, one tester said she also liked using it to highlight and sculpt her face: “It gave me a lifted look, even using just a few dots.” Much like its Double Wear foundation predecessor (you know, the one everyone in your family has probably owned at some point), this concealer feels destined for long-term icon status.
Best Setting Powder
What it is: A foolproof, buildable pressed powder that blurs shine like an IRL filter.
Why we love it: Housed in a satisfyingly chunky compact, Kosas Cloud Set is light, sheer, and virtually impossible to overdo—even if you’re new to powder. “It’s incredibly user-friendly,” said one tester. “You actually have to try hard to apply too much.” The finish of this powder (which comes in 10 subtle shades) is smooth and softly blurred, cutting down shine without dulling your natural glow.
We found the coverage to be surprisingly customizable depending on your tool of choice: A fluffy brush gives a light, airy veil, while a puff delivers more targeted coverage without looking cakey. Celebrity makeup artist and awards panelist Kasey Spikard recommends using a velour triangle puff for precision. “Rub the puff into the powder, then massage it into your palm to evenly distribute the powder across the puff,” he says. “Then tap it into areas like the T-zone, around the nose, the smile lines, and under your eyes to mute shine.”
That said, this baked formula is so lightweight and flexible that it’s almost impossible to mess up. And because the dome is densely packed with product, we’ve used it daily for months without coming close to hitting pan.
Best Lip Gloss
What it is: A super-hydrating lip gloss that pairs major shine and gorgeous color with a plumping effect that’s cool (not painful).
Why we love it: One of our testers said they get “butterflies” when applying this gloss—and if that doesn’t say true love, we don’t know what does. The formula, packed with peptides and hyaluronic acid, is equal parts buttery and gel-like, keeping lips soft, smooth, and comfortably hydrated for hours. Alexis Androulakis, product developer and beauty awards panelist, is also a fan of this gloss, calling it a “Korean, high-cushion formula—like a thick, fluffy pillow for your lips,” and adding that the plush texture makes it feel “extra special.” We found the gloss has a slightly clingy, “wrapping” effect that gives lips a soft, non-sticky finish. Testers also loved the pointed doe-foot applicator, which hugs your lips as you swipe it on, making it easy to evenly distribute the cushiony shine.
The gloss comes in 11 shades—including the warm-caramel shade Anywhere Caffeine that’s currently a fan favorite—but one tester surprised herself by falling for the clear version (pictured here). “The clear shade is amazing,” she said. “I usually dislike clear glosses because they feel watery, but this one’s thick and buttery, and it looks great on its own or layered with liner or lipstick.”
Best Tinted Lip Balm
What it is: A buildable tinted lip balm that keeps lips moisturized while adding a sheer wash of color.
Why we love it: Although it applies and feels like a lip balm (a really, really comfortable lip balm), the Tilt Grip Stick Hydrating Lip Treatment could easily fool an onlooker into thinking you’re wearing a long-wear stain. “It’s so hydrating, and it only took one swipe to feel covered,” said one tester, who loved that she didn’t need a mirror to reapply any of the four shades—a sheer nude, a berry, a coral, and a pink—throughout the day. Bonus: The magnetic lid also held up like a champ in the chaos of her bag.
And while we could go on about the buttery texture and barely there flush of color, the packaging deserves its own standing ovation. Designed with arthritis and chronic pain in mind, Tilt is the first beauty brand to receive the Arthritis Foundation’s Ease of Use Certification. All of the products in Tilt’s line—including this balm—feature matte, easy-to-grip packaging; tear-away pull-tab boxes; and braille lettering. Plus, every formula is designed with calming, fragrance-free ingredients. Truly, an all-around standout.
Ultimately, the application is as easy as it is enjoyable. “It’s like applying lipstick without having to worry about being precise, since the formula is so sheer,” one tester said. Simple, thoughtful, pretty—what more could you want in a tinted balm?
Best Bronzer
What it is: A highly pigmented bronzer-contour hybrid that’s easy to blend out
Why we love it: Brontour—that’s what one of our testers called the warming-meets-lifting effect of Elf's Camo Liquid Bronzer and Contour, and honestly, there’s no better way to describe it. “It's not cool-toned like a contour, but it's also not too warm either,” she said, impressed by how pigmented and blendable the 10-shade range is.
Just two or three dots per cheek were enough to create natural-looking definition with a slightly dewy finish that stayed put all day. “I love this for days when I want my makeup to be a bit more snatched,” said one tester, who—like literally every single person on our testing team—noted they would emphatically recommend this product to every person in their lives (really; the hype was unmatched).
And if you’re worried about overdoing it, celebrity makeup artist and awards panelist Kasey Spikard has a hack: “I like putting a few dots on the back of my hand first and blending it out with a contour brush before applying it to my face,” he says. “This way, it blends out really evenly without disturbing your makeup.”
Best Blush
What it is: A baked blush packed with buildable pigment that gives skin a radiant finish.
Why we love it: Saie’s SuperSuede Baked Powder Blush is housed in a sleek compact that shows off the shade through a little window—a small detail we appreciated more than expected. But the real joy comes when it hits your cheeks. Each of the six shades is highly pigmented and silky to the touch, giving you a fresh, glowy flush that layers beautifully over makeup.
That said, a little goes a long way. “It’s really easy to pick up too much product at first,” one tester noted. But once we got the hang of it—lightly swirling a brush in the pan, tapping off the excess, and building up in sheer layers—the payoff was perfect. “It blends easily, and it made my skin look immediately healthier and brighter,” said another tester, nothing how the blush "sat really smoothly on top of everything else and made me look awake and refreshed.” Tl;dr: This is the kind of blush that makes you look alive immediately, and one that we’ve found ourselves reaching for again and again after testing ended.
Best Brow Gel
What it is: A fluffy gel that coats even the sparsest brow hairs for a fuller, lifted look.
Why we love it: True to its name, Maybelline’s Superfluff Brow Mousse managed to fluff up the eyebrows of every tester on our team with just a few wiggles and swipes. The whipped formula (which comes in six shades) clings to even the finest hairs, giving brows a fuller, slightly fluffed-up finish that looks seriously natural. That said, there is a bit of a learning curve: “The spoolie picks up a lot of product, and if you press too hard at first, you can overload your brows,” one tester noted.
But once we figured out the best way to apply—light pressure and starting from the tail-end of your brows to avoid overloading the fronts—the results were consistently great. “It made my eyebrows look bushier, but still clean, and I didn’t feel like I had to fill in any gaps with a pencil,” said another tester. A little trial and error for thicker-looking brows? We’ll take it.
Best Brow Pen
What it is: A brow pen that uses three ultra-fine tips to create realistic-looking brow hairs.
Why we love it: Picture a teeny-tiny, wispy pitchfork. Great—that’s Benefit’s Mighty Fine Brow Pen. It’s equipped with an incredibly fine three-prong tip (at a wild 0.1mm per prong) that makes creating natural-looking strokes practically foolproof. The ink glides on cleanly, dries quickly, and comes in an impressive range of eight shades—including auburn, in case you redheads were wondering. Plus, we found the finish to be smudge-resistant, water-resistant… basically, everything-resistant.
“This pen was surprisingly beginner-friendly,” said one tester who’s struggled with hard-to-control brow pens in the past. For those with already-thick brows, she noted, “it adds a soft, subtle definition without looking heavy.” On the flip side, if you’re dealing with sparser areas or thinner brows overall, the triple-prong tip makes it easy to fill in patches without harsh lines. “It’s perfect for feathering out the edges without it looking like you’ve obviously drawn them on,” said one tester with self-described "invisible" brows.
Best Mascara
What it is: An elongating and volumizing tubing mascara that looks like subtle lash extensions.
Why we love it: Tubing mascara often gets the side-eye—even from some of us on the testing team. The formulas can feel stiff, the results can look spidery, and removing them often leaves behind a trail of tiny lash husks (yum). But Revitalash’s Length Define Tubing Mascara won over every single skeptic in our testing pool, giving us soft, fluttery definition (not that crunchy, plasticky look) that held up beautifully all day.
“There’s no flaking, no fallout, and no cracking, which is rare for a formula that’s not overly wet,” said one tester, who got asked multiple times while wearing this if she had lash extensions. “It also lasted all day on me without making my lashes feel stiff or dry.” This mascara even got the stamp of approval from cosmetic chemist and awards panelist Krupa Koestline, who almost exclusively uses tubing mascaras and called it "one of the best" she’s tried in a while.
As for removal? Surprisingly easy. “I don’t use makeup wipes, and I don’t have lots of time to spend rubbing off mascara,” said Koestline, noting that “this one just wipes off” without leaving behind a trail of goopy fibers. No rubbing, no residue, no regrets.
Best Waterproof Mascara
What it is: A water-resistant mascara that lifts, lengthens, and volumizes, without smudging.
Why we love it: The waterproof powers of L’Oréal’s Paradise Big Deal Volumizing and Lengthening Mascara are not up for debate—this instantly lifting formula isn’t going anywhere, even if you find yourself crying in the rain (no judgment). And it’s not just weatherproof—it’s eye-rubbing-proof, too. “I forgot I had mascara on and rubbed my eyes,” one tester said. “I was shocked to see it still looked good, and that I wasn’t left with raccoon eyes.”
Aside from this very real win, the jet-black formula also impressed us with its fluttery finish, delivering both length and fullness without clumping (a rarity for waterproof mascaras). The narrower-than-average brush makes it easy to grab every lash, even the tricky ones at the corners. And when you’re ready to remove, testers found that a little oil-based makeup remover wiped it away with ease.
Best Tinted Moisturizer
What it is: A gel-like skin tint that delivers dewy, buildable coverage using just your fingers.
Why we love it: Don’t be fooled by the pearlescent royal-blue tube—Milk Makeup’s Hydro Grip Gel Skin Tint is all about subtlety and staying power. Our testers, who range from minimalist makeup lovers to next-level experts, all agreed: This lightweight formula (available in 15 shades) works for just about everyone. “I'm not really a foundation person, but this applied really well,” said one tester. “It didn't look unnatural or too 'made-up' for my liking.”
Taking a peek behind the curtain, awards panelist and product developer Alexis Androulakis says, “It looks like it’s quite thick at first, but that’s because it’s a gel with no silicone—you actually get a nice, skin-like finish [after applying]." The coverage is light but buildable, though it may call for a bit of blending. (We recommend a dense foundation brush if you want more coverage, but fingers or a damp sponge work well, too.) But once you’ve got the coverage you’re aiming for—even if that’s camouflaging some hyperpigmentation—you’re all set. “It looked the same at the beginning of the night as it did at the end,” said one tester with combination skin, who was happy to find that the hydrating formula "didn't feel greasy or heavy" after a few hours.
Best Dewy Foundation
What it is: A radiant, longwear foundation that leaves skin hydrated and glowy (not greasy).
Why we love it: You already know Fenty does shade range better than just about anyone, but Soft’Lit proves the brand can nail a glowing, longwear foundation too. This medium-coverage formula—which, yes, also comes in an impressive range of 50 shades—hits the sweet spot between dewy and natural: It gave our team a luminous-looking glow (like skin at its happiest), but didn’t get overly shiny.
Our testers loved how breathable and comfortable this foundation felt throughout the day, especially on combo and oily skin. “Even after a full day, it didn’t settle into lines or separate on my nose, which never happens for me,” said one tester. The thinner texture does require a little finesse—think damp sponge or buffing brush, not fingers—but once you get the hang of it, the results are worth it. “It took me a second to blend, but once it was on, my hyperpigmentation was covered and my face looked fresh and even,” another tester added. “It was like my own skin, just better.”
Best Matte Foundation
What it is: A matte, full-coverage foundation that’s surprisingly comfortable and skin-like.
Why we love it: Everything about the ONE/SIZE Turn Up The Base Full Beat Liquid Foundation suggests it shouldn’t be a full-coverage matte foundation: the almost balm-like texture; the weightless, non-drying feel; and the fact that you don’t have to race to blend it before it sets. It breaks all the rules—and we’re so happy it does. The consistency is surprisingly creamy for something that dries down matte, and the finish was impressively smooth on all of our testers.
“It’s 100 percent full-coverage and buildable to near-opacity,” said one tester, “but it still has enough hydration that people with dry skin won’t hate it.” Another tested noted that while she usually avoids matte finishes, this one felt easy to work with: “It smooths over your skin really well, and I didn’t experience any patchiness or clinging to dry spots, which is rare for a matte formula.” Perhaps most impressive? Its staying power. “I applied this at 8 a.m.,” one tester shared, “and when I got home at 10 p.m., my makeup was still flawless.” So if you’ve written off matte foundation as too drying or finicky, this might just be the one to change your mind.
Best Powder Foundation
What it is: A pressed, blurring foundation with a matte finish that doesn’t fade.
Why we love it: We predict a powder foundation renaissance, and BareMinerals’ 24HR Skin Perfecting Powder Foundation might just be the one to lead it. Ideal for anyone who’s shine-prone and looking for buildable, light-to-medium coverage, this formula reminded us why we fell in love with powder foundation in the first place—and also how much better the formulas have gotten over the last few years.
“I haven’t used a powder foundation in years and didn’t expect to like this one as much as I did,” said one tester. “Right away, my skin looked blurred and smoothed after just one stippling pass, which was totally impressive, and it definitely had a filter-like finish.” There are multiple ways to use this, too: If you want a super-sheer dusting, you can lightly brush this across your face to smooth and quickly even out your skin. Most of our testers layered this on top of concealer for more coverage, while others preferred this as a finishing powder. With 35 oil-absorbing shades that stay smooth all day while feeling comfortable on your skin, you’ll probably forget you’re even wearing foundation.
Best Luxury Makeup
What it is: A high-pigment matte lipstick in a luxurious, refillable tube.
Why we love it: When we think of everything we love about our favorite Prada accessories—sleek, sturdy, shiny hardware with simple-but-stunning designs—Prada Beauty’s Monochrome Hyper Matte Lipstick brings that same energy to its high-performance makeup. The pigment is everything we want in a matte lipstick: creamy, opaque, and bold in just one layerable swipe. And for a matte lipstick (which can sometimes crack and flake), this formula has impressive staying power, with one tester reporting that her lipstick still looked good after housing a few cheese sticks. Bonus: The tube is refillable, making it a smart, sustainable investment. From the luxe packaging to the high-impact pigment, this lipstick is peak Prada.
Best Legacy Makeup
What it is: A trio of finely milled powders that leave your skin with a radiant, soft-focus finish.
Why we love it: Despite how iridescent they look in the pan, these cult-favorite powders are not highlighters—nor are they too shimmery or glittery or sparkly. They’re actually “finishing powders,” meant to be lightly dusted over your makeup to create a naturally radiant, candlelit glow. The palette comes in three versions: Volume I (for ultra-fair skin), Volume II (for medium skin), and Volume III (for deeper skin), so you won’t be stuck with a too-light or too-dark finish.
Because these powders are so finely milled, they don’t add coverage or alter the tone of your base makeup—they simply diffuse everything for a luminous, lit-from-within glow. And unlike traditional setting powders, these don’t mattify or dull your skin’s natural texture. “Even though each powder has a slightly different finish, they all melt into your skin seamlessly, leaving zero visible texture or powderiness,” one tester said. “The result is gorgeous, healthy-looking skin, with an added luminous glow that looks natural, not shimmery.”
How to shop our makeup winners based on your skin type
First, decide: Skin tint or foundation?
With so many new launches hitting the shelves, it can be tricky to figure out whether you should go for a skin tint or a traditional foundation. The short answer: It depends on the kind of coverage and finish you’re after. “From a formulation perspective, they aren’t that different,” says product developer and awards panelist Alexis Androulakis. “But traditionally, skin tints have a much lower pigment load than foundation. That lower pigment allows formulators to play with those skin-loving ingredients we’re seeing a lot of, and also play with textures and finishes.”
In other words, if you want something that feels more like skincare than makeup, a tint might be the way to go. “On the other hand, when you have a higher percentage of pigment, you have higher coverage, which is what we see in foundations,” says Androulakis. Foundations are also designed to give more coverage and come in a wider range of finishes—think matte, satin, radiant, dewy—so if you’re looking for variety, you’ll likely find it in the foundation aisle.
Androulakis adds, “Right now, consumers are demanding skin tints with more coverage, and brands are responding with products like the Milk Makeup Hydro Grip 12-Hour Hydrating Gel Skin Tint.” Her general rule: Go for a skin tint if you like a natural-feeling base, or if you're more conscious about ingredients. Reach for a foundation if you want more coverage or finish options.
Celebrity makeup artist and awards panelist Kasey Spikard agrees and recommends luminous or satin foundations (like the Fenty Beauty Soft’Lit Naturally Luminous Foundation) for most skin types, including combination and oily. “Sometimes, I’ve found matte formulas can be too drying, so I say to start with a satin foundation, then play with layering creams and powders to customize the finish,” says Spickard.
Then: Pick your setting strategy
Once you’ve landed on your base, it’s time to think about how you want to finish it. That’s where setting powders come in—and the choice between loose and pressed can make a big difference. “Loose powder gives you the most oil control,” says Androulakis, adding that “pressed powders, on the other hand, contain binders that make them a lot less bone-dry than loose powders.”
So what does that mean for your routine? Use a loose powder if you want serious mattifying power or need your makeup to last through long days (or hot weather). Reach for a pressed powder—like our winner, Kosas Cloud Set Baked Setting Powder—if you want something easier to carry around or prefer a softer, more skin-like finish. And remember: Setting powder doesn’t have to go all over your face. You can always apply it just where you need it, like the T-zone or under the eyes, to maintain glow while dialing down shine.
Finally, decide: Eyes, cheeks, lips—or all of the above?
Makeup was one of our favorite categories to vote on this year because every step of the way felt like a building block to a better makeup bag. So, once you’ve found your perfect base, it’s time to layer on color—whether that means going full glam, or just picking a single feature on your face to highlight.
If you’re thinking about layering on creamy bronzers (like our Elf winner) or blushes (like our Saie winner), Spickard recommends applying your products in order of texture to avoid patchiness. “Start with creams, then layer powders on top to keep everything smooth and blended,” he says. That means creams first (foundation, concealer, cream bronzer, cream blush), then powders (powder foundation, powder bronzer, powder blush, setting powder). Basically, powders always go last.
And don’t sleep on your lips—especially when it comes to layering. Over the past few months, we’ve been pairing Tilt’s Grip Stick Tinted Lip Treatment with Make Up For Ever’s Super Boost Lip Gloss and loved the your-lips-but better look we got from the balm paired with the glossy, plumping effect of the gloss.
Oh, and don’t forget your tools
Makeup tools are the magic wands of any routine—the right one can completely transform how a product looks and feels on your skin. “I’m a makeup artist at heart, so I love using makeup brushes,” says Androulakis, who adds that she still sometimes uses her fingers, especially when working with lighter products like skin tints. “If I really want to work the product in, I’ll warm it up with my fingers,” she says. “I find the experience of rubbing it into the skin really ritualistic. Brushes and sponges are definitely for when you want more control, and puffs are great for powders,” Androulakis says. Ultimately, the beauty of makeup is that it’s all up to you—so pl ay with finishes, experiment with tools, and try new techniques until you find what works for you.
How we chose our makeup winners
- 12 months: Our beauty awards spanned April 2024 to April 2025, during which time we reviewed the best tinted lip balms, foundations, skin tints, setting powders, lip glosses, and more.
- 1,500 nominations: PR agencies, beauty brands, and industry insiders submitted their standout products across categories for consideration, each one then undergoing a thorough vetting process from our editors.
- 2,000 products considered: In addition to external nominations, our editorial team also tracked nearly every U.S. beauty launch to create a starting list of contenders.
- 250 tested: Our team tested more than 250 total products to assess performance, application, and efficacy.
- 8 experts consulted: Our award finalists were individually tested by a panel of dermatologists, plastic surgeons, cosmetic chemists, hairstylists, trichologists, and makeup artists.
- 70 winners selected: After months of rigorous testing and reviewing, 70 products—16 of which were makeup products—earned the title of Well+Good 2025 Beauty Award winner for their incredible performance, quality, and innovation.
To learn about our awards methodology—and see the testing process in action—go behind the scenes with us here.
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