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Our skincare philosophy is simple: A great routine doesn’t need to be complicated—or packed with a dozen TikTok-viral products. What matters most is that your products are effective, thoughtfully chosen, and tailored to your skin’s needs. Whether you’re a beauty minimalist or someone who loves a multi-step ritual, your skincare should work for you, not the other way around.
“Skincare can do a lot more than people think,” says board-certified plastic surgeon Prem Tripathi, MD, founder of Bay Hills Plastic Surgery and a 2025 Beauty Awards expert panelist. “People often focus on transformation, but maintaining and preserving what you already have is just as important.” That said, we get that finding the right products can take some trial and error, which is where we come in. Over the past year, we tested hundreds of the buzziest products and the newest launches to create a curated list of standouts for the 2025 Well+Good Beauty Awards.
Our goal? To take the guesswork out of updating your skincare routine, so you can focus on literally anything else. Below, find our 2025 winners, along with tips from our experts on how to pick the best winners for your skin type.
Meet the 2025 skincare winners
Best Face Wash
What it is: Portable little squares that transform with water into a single serving of foaming cleanser.
Why we love it: As different as these Olay Cleansing Melts may be from conventional pump-bottle cleansers, their learning curve is as flat as the innovative squares themselves. Just take a tablet from the resealable tray, get it wet with water, then massage it between your hands to create a lather. Then, you know, wash your face (told you it was easy). One of our admittedly skeptical testers even declared them to be one of her skincare favorite products of all time—not to mention the only cleanser she’ll ever travel in the future.
But it’s not just the portability that makes them so impressive; our testers also found that these squares removed makeup, dirt, and grime from their skin just as well as, if not better than, the oil and foam formulas they had previously been using. One tester was even able to remove a full face of makeup—we’re talkin’ foundation, concealer, setting spray, the works—without having to double-cleanse first with makeup remover. The teeny squares come in three different formula options, so you can choose between a citrus-scented vitamin C formula or two fragrance-free formulas (hyaluronic acid or retinol). Though they may disappear without a trace, our editorial team has a feeling Olay Cleansing Melts aren’t going anywhere—at least, not in our world.
Best Makeup Remover
What it is: A two-in-one cleanser and makeup remover that dissolves the remnants of your day without drying out your face.
Why we love it: Don’t be fooled by “micellar” in the name—this makeup remover from Beekman 1802 has a thick gel texture that develops into a foamy lather with water, making it a true two-in-one. The cleanser is formulated with dirt-attracting micelles to add even more efficacy to its plant-based ingredients (see: golden sea moss and goat milk saponins), helping to gently cleanse your skin without making it feel like sandpaper. According to our testers, the combo removes all traces of makeup without adding additional time to your nighttime skincare routine.
Cosmetic chemist and expert panelist Krupa Koestline, was as impressed with this cleanser as our testers were (high praise, considering how many cleansers she’s tried—and personally formulated—in her career). Koestline notes that her skin didn’t feel stripped or dry after sudsing up with the Beekman 1802 makeup remover, and that she liked that “there’s a jelly-like texture [that turns into a] milky froth while cleansing, which is quite satisfying.”
Best Retinol
What it is: A retinoid- and peptides-infused serum that helps smooth fine lines and wrinkles.
Why we love it: We’ve all been burned before (literally) by a too-strong retinol. Enter: Your new line-plumping BFF that promises not to break your heart/skin barrier. This formula uses 0.2 percent retinal—aka retinaldehyde—a type of retinoid that works to speed up your collagen production to churn out smoother and firmer skin, just like its slightly stronger sibling, retinol. Any retinoid can feel harsh, including retinal. But that’s where this serum’s first-place energy comes in: To help offset potential irritation, the formula is also filled with moisturizing ceramides, aloe, hyaluronic acid, turmeric extract, and a dozen other tongue-twisters that ultimately mean “comfort.”
One tester, an avid retinol user, was impressed with how silky and non-sticky this serum felt on her skin compared to her current lineup. And, as a sensitive-skin bonus, one tester happily noted: "There’s no scent at all!” Of course, with any product containing active ingredients, you want to start low and slow (use it two nights a week for two weeks, then increase frequency based on tolerance), but we’re happy to report this one didn't irritate even our most sensitive testers.
Best Serum
What it is: A milky, hydrating serum that plumps and moisturizes your skin barrier.
Why we love it: Surprisingly thick for a serum—especially one that has to make its way through a dropper applicator—BeautyStat’s Triple-Plump Coconut Milk Serum received high praise from our driest-skinned testers. The formula is absolutely packed with skin-plumping and barrier-soothing ingredients that leave your face with immediate and visible hydration—i.e. the dewiest of dewy glows.
And don’t be afraid to get a little greedy with this fragrance-free formula if your skin is feeling extra thirsty. “I like to apply two full droppers of this serum to my damp skin before moisturizing,” said one combo-oily tester, adding, “I love that it’s lightweight enough to use in the morning under makeup without making me look greasy.”
Best Hyperpigmentation Treatment
What it is: An antioxidant-packed serum that’s highly effective in fading spots, whether post-acne marks or age-related hyperpigmentation.
Why we love it: Clinique isn’t just throwing ingredients against the wall to see what sticks (and if you’re a longtime fan of the cult-favorite brand, you already know that). Clinique’s Even Better Clinical Dark Spot Clearing Serum is the brand’s fourth-generation hyperpigmentation serum, and it's clear from the formula’s multi-tiered approach—we're talking vitamin C, niacinamide, salicylic acid, and a proprietary brightening molecule—that this is the best one yet, ranking first unanimously across our entire testing pool.
Board-certified dermatologist and awards panelist Sheila Farhang, MD, founder of Avant Dermatology and Aesthetics in Tucson, AZ, says that the acids housed in this iridescent bottle help “slough off” the top layer of dead skin cells to fade the look of hyperpigmentation with regular use. Even after just a few weeks of testing, our team began raving over how much more even and glowing their skin looked—and a few of our sensitive-skin colleagues were happy to find they had no problem tolerating this serum when used every other day.
Of course, there’s a caveat to all of this: While consistency is important here (use this serum every day or every other day for best results), remember that all of your hyperpigmentation diligence is null and void if you aren’t using sunscreen every day, says Dr. Farhang. Luckily for you, we have two SPF winners this year (keep scrolling).
Best Acne Treatment
What it is: A salicylic acid treatment that clears breakouts without drying out your skin.
Why we love it: No offense to the “clinical” acne treatments out there, but Personal Day’s bright and minimalist packaging proves treating breakouts can also spark a little joy. But, as with any skincare product, it’s what’s on the inside of the bottle—and what it does for your face—that counts. With a supporting cast that includes brightening niacinamide and redness-reducing azelaic acid, the star of this show is salicylic acid—a pore-exfoliating acid that helps break down dead skin cells, shorten the lifespan of acne, and prevent new zits from forming in the future.
Best Liquid Exfoliator
What it is: A gentle-yet-effective exfoliating treatment that brightens and smooths without compromising your skin barrier.
Why we love it: When brighter, smoother skin is the goal, patience is usually key—unless you’ve got Prequel’s Multi-Acid Milk Peel. Packed with a powerful 15 percent blend of glycolic, phytic, malic, mandelic, and lactic acids—plus exfoliating enzymes—this toner-like peel makes its presence known with a tingling that, to be honest, may not be suitable for sensitive skin. (There’s a reason the brand recommends only twice-weekly use.)
But for the more acid-tolerant among our testers, this leave-on treatment helped their skin feel smoother and softer after just a few uses. “After about two weeks, I noticed a difference in my skin texture,” said one tester, noting that she also didn’t experience any flakiness or irritation along the way. “My skin seemed tighter and brighter, and it also felt cleaner and refreshed, like the feeling you get after a facial.”
Best Face Oil
What it is: A lightweight, vitamin-rich face oil that locks in moisture and helps protect against damage-causing free radicals.
Why we love it: Some face oils leave your skin looking like a grease trap—but not this one. Murad’s Cellular Hydration Repair Oil Drops use omega-rich bilberry seed oil, jojoba oil, and a lineup of vitamins to keep moisture in and environmental stressors out. “I’ve been using this as the last step in my skincare routine to lock in moisture,” said one tester with combo skin, adding that it’s also great mixed into moisturizer or used as a dewy makeup primer. “The formula is absolutely beautiful—lightweight, non-greasy, and it instantly makes my face look more hydrated, nourished, and supple.” Even if you’re usually wary of face oils, trust us when we say this one’s so silky and light, you’ll almost forget you used an oil at all.
Best Eye Cream
What it is: A dewy eye cream that soothes, hydrates, and plumps, without pilling or feeling sticky.
Meet the under-eye sibling to INNBEAUTY Project’s viral Extreme Cream moisturizer—just as hydrating, but specifically formulated for the skin around your eyes. One tester, a self-proclaimed Extreme Cream evangelist, felt just as enthusiastic about the eye cream: “It’s intensely moisturizing, makes my eye area feel firmer over time, and I love that the packaging is easy to use and refill.”
The rich, lotion-like formula melts into your skin, making it perfect for layering at night to combat dryness, or wearing under makeup in the morning. “I can truly see an immediate difference,” another tester said, noting how much brighter her dark circles seemed to look after applying. “It’s like an IV for your under-eye skin.” Cosmetic chemist and awards panelist Krupa Koestline also gave it high marks, saying that the formula “melted” into her skin without feeling too watery or too thick—ultimately finding it just the right texture to hydrate without causing pilling.
Best Chemical Sunscreen
What it is: A chemical sunscreen that dries clear and helps even out your skin tone over time.
Why we love it: We truly cannot overstate how obsessed we are with this sunscreen. As a reminder, chemical sunscreens use chemical filters—like the avobenzone, homosalate, octisalate, and octocrylene found in this formula—to absorb and disperse UV rays to protect your skin. And La Roche-Posay’s Anthelios 50 UV Tone is one of the best we’ve tried in years: It blends in instantly, feels more like a lightweight moisturizer than a traditional sunscreen, and leaves behind a radiant (not greasy) finish.
But what really had our testers raving was the sunscreen’s effect on their skin—both immediately and over time. Not only does the formula contain brightening niacinamide to help fade hyperpigmentation with continued use, but it’s also formulated to apply totally clear, without leaving behind a chalky cast on deep skin tones. And for one of our testers, that was the best part: “That’s obviously a huge deal for people of color when purchasing sunscreen,” she said, adding that the formula also has "a glowy, skin-like finish that didn’t make me look greasy either. It’s truly just radiant.”
Best Mineral Sunscreen
What it is: A lightweight mineral sunscreen that leaves skin glowy, not chalky.
Why we love it: Our testers have been slighted too many times by mineral sunscreens that leave behind an obvious white cast, but Well People’s Daygleamer Mineral Sunscreen has officially restored some of their faith in good ol’ zinc oxide. Mineral SPFs, as a refresher, use mineral filters like zinc oxide and titanium dioxide to reflect UV rays like a shield. But unlike other mineral formulas, this “shield” dried completely clear on our entire testing pool.
“It left my skin glowing without making me look like Casper,” one tester said, while another loved its “lightweight, moisturizing feel.” Spiked with soothing aloe and hydrating squalane, this clean and cruelty-free formula also melts into skin within seconds—no endless rubbing required. Bonus: While the scent may start off a little sunscreen-y, it fades within minutes, leaving nothing behind but soft, hydrated, and protected skin.
Best Tinted Sunscreen
What it is: A tinted mineral sunscreen (in 12 sheer shades) that hydrates and protects with just a hint of coverage.
Why we love it: A tinted version of Beauty of Joseon’s cult-favorite Relief Sun SPF, this K-beauty crossover impressed even our most skeptical skincare and makeup testers. Although Beauty of Joseon suggests using a sponge or a brush to apply this tinted sunscreen, we found that the formula is so sheer and blendable that fingers work perfectly fine—i.e., feel free to treat it like your usual SPF, because it’s basically foolproof. The pigments may look opaque straight out of the tube, but they blend out to a soft, sheer finish (too sheer, in fact, for a few testers who hoped for more coverage).
And although this U.S. version is formulated with FDA-approved mineral filters instead of the Korean-specific filters that helped launch the brand’s cult status, it still delivers on performance: broad-spectrum SPF 40 with an elegant, makeup-friendly texture. One tester who regularly uses the original Relief Sun was happy to find that the tinted version still felt "sheer, blendable, and ultra-lightweight, just like the original.”
Best Night Cream
What it is: A rich, deeply hydrating night cream that combines retinol and bakuchiol to help resurface skin while you sleep.
Why we love it: Bakuchiol may have entered the skincare chat as a gentler retinol alternative, but Wildfleur makes (and wins) the case for using both. This luxuriously rich moisturizer pairs collagen-boosting bakuchiol with a beginner-friendly dose of encapsulated 0.05 percent retinol to deliver smoother and tighter skin over time. And, thanks to an incredibly thoughtful formulation, this night cream also helps mitigate irritation, even on sensitive and reactive skin types.
Testers loved how easily it fit into their nighttime routines, layering seamlessly over serums and even under Aquaphor without pilling. “I woke up with my skin feeling plump, not dried out or irritated like I’ve experienced with other retinols,” one tester said. Another tester felt the same: “My skin felt so smooth and hydrated," she said, adding, "I think if you're new to retinol or have sensitive skin, this is a really nice first step.”
Best Day Cream
What it is: An SPF-spiked moisturizer that supports collagen and hydrates skin with a lightweight water-cream texture.
Why we love it: Two things about this moisturizer are airtight: 1. Its pump-top packaging, and 2. Its title as the best all-in-one day cream that we’ve tested in years. Formulated with micro-peptides (i.e., smaller-than-usual peptides designed to better penetrate your skin), this moisturizer helps support your skin’s natural collagen supply every time you massage it on. Combine that with broad-spectrum SPF 30 to defend against UV rays—aka collagen’s worst enemy—and you’ve got a daily multitasker that actually earns its anti-aging claims.
Our testers were also impressed with the formula’s cushiony, water-cream texture that sinks in fast and plays nicely with makeup. “The biggest beef I have with some day creams, especially the ones with SPFs, is that they’re too tacky, chalky, or just flat-out unpleasant,” one tester said. “But somehow, Neutrogena bottled sun protection in a creamy, plumping moisturizer that feels like there’s no SPF in it at all.”
Best Lash Treatment
What it is: A prostaglandin-free lash serum that helps strengthen and nourish lashes without any irritation (yes, really).
Why we love it: Great formulas don’t always come in flashy, look-at-me packaging. Case in point: Sugarlash Pro’s Lash Growth Serum, which houses a gentle amino-acid blend that helps support longer, stronger lashes over time. One tester, who typically avoids lash serums due to severely sensitive eyelids, was shocked by how soothing this formula felt—and how easy it was to apply, thanks to a super-thin brush tip. “The brush gives you a ton of control, so you’re not just globbing serum onto your lashes or lids that can lead to irritation,” she said.
Note: This serum won't give you the same lash growth that you would get with a prostaglandin-based prescription formula (which, although effective, comes with a list of potential side effects). Still, one of our testers did notice fuller lashes after using this serum every other night for three months, which, hey—is a result we'll gladly take. And, as an added bonus, the formula is designed to be safe to use with lash extensions.
Best LED Device
What it is: A do-it-all LED face mask with a built-in under-eye cooling treatment to soothe and de-puff.
Why we love it: As fancy and futuristic as the Shark CryoGlow Face Mask may seem—OK, as fancy and futuristic as this mask most definitely is—it’s also super easy to use, thanks to four preset routines that take the guesswork out of red, blue, and infrared light therapy. There’s the Better Aging mode for lines and sagging, the Skin Clearing mode for breakouts and redness, the Skin Sustain mode for general radiance, and the Under-Eye Revive mode for irritated under-eyes.
“I have puffy eyes, so I absolutely love the cooling sensation you get from the under-eye setting, in addition to the LED treatments,” one tester said. “It’s amazing to use before a special event or on days when you didn’t get enough sleep.” According to our experts, LED light therapy can also be great for helping skin repair itself after professional treatments, including lasers, chemical peels, and microneedling. And with its comfortable, adjustable strap and portable remote, you can multitask around the house while treating your skin (and, at the very least, freak out your cat).
Best Luxury Skincare
What it is: Single-serve capsules packed with ceramides to lock in hydration and strengthen your skin barrier.
Why we love it: Yes, this is a serum (but don’t tell the TSA agent who just tossed your water bottle). Simply twist off the tip of one of these squishy, biodegradable capsules, squeeze the serum into your fingers, and massage it over clean, dry skin. Each capsule delivers the perfect, waste-free amount of line-smoothing lipids and barrier-repairing ceramides, leaving your skin moisturized, glowing, and significantly smoother over time.
“This feels truly amazing on my skin,” said one tester, who had the best results from applying it immediately after patting her face dry. “I’ve been massaging this over my face and neck after cleansing, and I feel like my skin feels more taut after using it.” The satiny texture makes these capsules a joy to use morning and night, and all of our testers noticed both immediate softness and long-term smoothing after a few months of consistent use. Still, if you’re not ready to commit right away, you’ve got size options: The 60-piece version is ideal for travel, while the 30- and 90-piece options are perfect for keeping in rotation at home.
Best Legacy Skincare
What it is: A serum that’s as effective as it is elegant, brightening and hydrating for the ultimate anti-aging effect.
Why we love it: We love an updated classic—and that’s exactly what you get with Lancôme’s new (and, in our opinion, improved) Génifique Ultimate Serum. The reimagined formula uses a mix of skin-supporting MVPs that work together to smooth, brighten, and hydrate your skin with continued use. Inside this little glass bottle is a potent anti-aging treatment, with hyaluronic acid to deliver deep, bounce-back hydration; beta-glucan to help repair and strengthen your skin barrier (which is especially helpful for stressed or sensitized skin); and licorice root extract to gently brighten skin over time.
One thing not listed in the ingredients? A warm, soothing dose of nostalgia. “I love that this still has the classic floral scent of Lancôme,” one tester said. “It reminds me of my mother and all of the women in my family, since everyone I know uses Lancôme.” But don't get it twisted: While the scent may take you back, the results are all about what’s next.
How to shop our 2025 skincare winners
Curious about how to pick the best 2025 W+G Beauty Award winner based on your skin type? Our experts have some helpful hints to keep in mind:
Should I avoid acids and active ingredients if I have sensitive skin?
If you have super-reactive, sensitive skin (read: you get rashy, itchy, and irritated easily), you’ve probably been told to stay away from active ingredients. But, fun fact, that’s not necessarily true. According to board-certified dermatologist and expert panelist Naana Boayke, MD, the founder of Bergen Dermatology in Hackensack, NJ, yes, you want to be mindful of the acids and ingredients you’re putting on your skin, but the most important thing is to ensure your barrier isn’t compromised before you first begin using acids.
The tell-tale signs of a compromised barrier? Dryness, flakiness, inflammation, itchiness, rough patches, tenderness, and stinging—just to name a few. Before you start using active ingredients, like acids, peels, and retinoids, “you want to make sure you’re using moisturizing ingredients like ceramides, shea butter, glycerin, and aloe,” Dr. Boayke says, adding these these ingredients “will hydrate your skin and help keep your barrier healthy.” You’ll also want to continue using these barrier-repairing ingredients while you keep using actives.
When you’re feeling confident in your barrier, Dr. Boayke says you can introduce acids into your routine slowly—we’re talking only one active product at a time, using no more than a few times per week. We love our award winner Personal Day Doing the Work Salicylic Acid Acne Treatment, which is a great way to regularly exfoliate without being too harsh. “You want to go slow and steady, testing on an inconspicuous place like the back of your neck first,” says Dr. Boayke. “Then you can work your way up to using actives once per week if there’s no reaction.”
Of course, if you're unsure or concerned, we always recommend consulting with a dermatologist before adding the potent stuff to your routine.
Should I use mineral or chemical sunscreen? Or both?
Ah, chemical versus mineral sunscreen—the debate that never seems to end. But according to our experts, the best choice is the one you’ll actually use every day. “It really comes down to personal preference,” says Dr. Boakye, adding that a chemical formula—like the Best Chemical Sunscreen winner La Roche-Posay Anthelios 50 UV Tone Daily Invisible Wear Sunscreen—will absorb UV rays, while a mineral one (see: our Best Mineral Sunscreen winner, Well People Daygleamer Mineral Sunscreen Serum Broad Spectrum SPF 34) will reflect UV rays.
“I use both, and I think the most important thing is to find a formula you’ll apply daily,” says Dr. Boayke, who often recommends mineral SPFs (ones with zinc and titanium oxide) for her patients with sensitive skin, acne, or eczema, since they’re often less sensitizing than chemical SPFs. Board-certified dermatologist and awards panelist Sheila Farhang, MD, founder of Avant Dermatology and Aesthetics in Tucson, AZ, echoes the sentiment. “Any mineral or chemical sunscreen is better than none,” she says. “There are excellent mineral formulas I recommend after procedures like lasers, and plenty of chemical sunscreens that are elegant and non-irritating for daily use.”
Bottom line: Mineral or chemical, the best sunscreen is one with SPF 30 or higher that you’re willing to apply every single day. (Which, by the way, all of our winners meet or exceed.)
How can I get the most skincare benefits from an LED device at home?
Thinking about investing in an LED device, like our Best LED Device winner, the Shark CryoGlow? Board-certified plastic surgeon and awards panelist Prem Tripathi, MD, says consistency and measuring your expectations are key. “If you’re doing the bare minimum—i.e., sunscreen, vitamin C, and a retinoid, all with decades of research and science-backed claims—then it’s potentially worth looking into LED light therapy as an add-on,” Dr. Tripathi says. “I don’t think it’s worth it though if you aren’t doing those bare minimums.” Think of it this way: A 20-minute power nap can’t offset a year of poor sleep habits.
But if your basics are already in place, using LED light therapy regularly can help support your goals—especially when used to supplement in-office treatments (like peels, microneedling, and lasers). “We offer LED light therapy in the office after these treatments, because there's some evidence that it can help with recovery,” says Dr. Tripathi. “If you’re looking for overall skin rejuvenation to supplement what you’re already doing at home, there can be some benefit.”
That’s one reason our testers loved the Shark CryoGlow mask. Its preset routines clearly map out which light settings to use and for how long, so it’s easy to commit to a consistent schedule—four to ten minutes a day, depending on the setting. One tester said she even uses hers while making breakfast: “By the time my bagel is toasted, my LED light therapy treatment is done.”
Ultimately, Dr. Tripathi reminds us that these high-tech devices work best as part of a larger routine: “You can’t go to the dentist for a cleaning and then not brush your teeth at home,” he says. “Even if I do all these fancy lasers and things in my office, or if you’re using fancy devices at home, you can’t get great results if you aren’t maintaining your routine.”
How we chose our skincare winners
- 12 months: Our beauty awards spanned April 2024 to April 2025, during which time we reviewed the best face cleansers, serums, acne treatments, moisturizers, retinols, 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—18 of which were skincare 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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