The Real Simple Smart Beauty Awards 2025 have finally arrived, and they are already making waves in the beauty world. Each year, Real Simple gathers beauty editors, dermatologists, and real consumers to test and vote on the most effective, innovative, and easy-to-use beauty products. This year, 25 products received unanimous praise, winning across multiple categories such as skincare, makeup, haircare, and eco-conscious beauty.
These winners aren’t just popular—they’re practical, affordable, and effective. From viral TikTok favorites like Rare Beauty’s Soft Pinch Liquid Blush to new eco-friendly shampoo bars that eliminate plastic waste, this list reflects what consumers truly love.
Makeup lovers have much to be excited about. The Rare Beauty Soft Pinch Liquid Blush continues its reign in 2025. Praised for its high pigment, long-lasting wear, and natural finish, it is perfect for all skin tones. Selena Gomez’s brand has once again proven it’s more than just celebrity-backed hype.
Another standout is the Tarte Shape Tape Radiant Concealer, loved for its creamy texture and brightening effect. A slight variation from its cult-favorite original formula, the radiant version gives a more glowy, less matte look, ideal for dry or mature skin.
A surprise hit this year is the Maybelline Super Stay Ink Crayon, offering precision and strong color payoff in a budget-friendly format. Editors loved its convenience and smudge-proof quality.
Explore Rare Beauty’s Blush: rarebeauty.com
Check out Tarte Concealer: tartecosmetics.com
The Dove Serum-Infused Sheet Mask took home the skincare crown. It combines the hydrating power of a serum with the relaxing benefits of a mask—without a heavy price tag. Testers loved the soft feel, ease of use, and visible glow after just one use.
Another beloved pick is La Roche-Posay’s Cicaplast Balm B5, an intensely soothing balm ideal for sensitive or irritated skin. Whether it’s winter dryness or post-treatment healing, this product stood out for its simplicity and science-backed formula.
Also recognized: Olay Super Serum, a five-in-one product that targets wrinkles, dullness, and uneven skin tone—perfect for busy lifestyles.
Try Dove Serum Masks: dove.com
Explore La Roche-Posay Balm: laroche-posay.us
Haircare wasn’t left behind. One of the most praised products of the year was the Garnier Whole Blends Shampoo Bar. This eco-conscious innovation offers all the lather and nourishment of liquid shampoo without the plastic. It’s safe for color-treated hair and smells great too.
The Briogeo Scalp Revival Charcoal + Coconut Oil Micro-Exfoliating Shampoo also won big. It detoxifies the scalp while hydrating it—a solution for those battling buildup or irritation.
For styling, the Living Proof Triple Bond Complex stood out for strengthening and repairing damaged hair. Lightweight and scientifically formulated, it helps rebuild broken hair bonds without greasiness.
Shop Garnier Shampoo Bars: garnierusa.com
Discover Briogeo Scalp Revival: briogeohair.com
This year’s awards focused more than ever on sustainability and inclusivity. Brands that care about the planet and diverse skin tones received extra recognition.
One such product is the Cocokind Daily SPF, a reef-safe sunscreen that blends beautifully on all skin types without leaving a white cast. The lightweight feel and dewy finish impressed everyone, especially those with sensitive or acne-prone skin.
The Tower 28 SOS Spray, a minimalist toner mist with hypochlorous acid, was also a winner. It’s loved by dermatologists and consumers alike for calming flare-ups and reducing breakouts naturally.
Even deodorants got a glow-up. The Native Plastic-Free Deodorant came highly recommended for its effective formula and eco packaging.
View Cocokind SPF: cocokind.com
Learn about Tower 28 Spray: tower28beauty.com
Unlike many beauty awards, the Smart Beauty Awards are based not just on editor picks but also real-life testing. This year, testers tried hundreds of products for over a month. Judges focused on affordability, performance, ease of use, and ingredient transparency.
All winners went through multiple rounds of blind testing and received top marks across the board. It’s what makes these awards “smart”—they’re not driven by trends alone but by what genuinely delivers results.
In 2025, consumers want more from their beauty products—less waste, more results, and fewer steps. The Smart Beauty Awards echo that shift. Whether you’re trying to simplify your routine, clean up your product shelf, or just treat yourself to something new, this list is a great place to start.
From luxury skincare to drugstore finds and eco upgrades, these 25 winners are more than beauty products—they’re solutions for everyday needs.
See the full list of winners here: Real Simple Smart Beauty Awards 2025
The 2025 Smart Beauty Awards by Real Simple offer more than just product recommendations. They reflect a growing demand for cleaner, more conscious, and high-performing beauty solutions. Whether you’re a skincare minimalist, a makeup lover, or just getting started, these editor- and tester-approved picks are worth the shelf space.
Stay ahead in beauty trends with what real people and experts trust—because smart beauty is real beauty.
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