Serums, shampoos, foundations, eyeshadows...the beauty world is overflowing with so many lotions and potions claiming to provide all sorts of miraculous benefits that it can be difficult to determine which really work. To the rescue: GH Beauty Lab scientists, who evaluated 800 products and tabulated more than 8,000 data points to find the best makeup, skin and hair products you can buy.
How We Tested
The scientists in the Good Housekeeping Institute Beauty Lab follow stringent industry protocols to evaluate beauty products — from face and body skincare to haircare and hair styling tools, makeup, technology and more — throughout the year.
The Lab uses advanced equipment including the Corneometer device to measure skin moisture levels; the Visia Complexion Analyzer to track changes in skin including wrinkles and hyperpigmentation; and the Cutometer to gauge skin firmness. For hair, the Swatch Wash Station is used to test shampoos, conditioners and at-home hair color products; the Instron machine calculates conditioning properties; the climatology chamber regulates humidity to determine frizz-blocking effects; and the Q-Lab QUV Accelerated Weathering Tester and VeriVide DigiEye system are used to evaluate at-home hair color shade retention.
And that’s just the beginning: Products are often label-masked to eliminate bias and distributed to consumer and expert testers throughout the country to elicit and quantify feedback on factors like ease of use, benefits and drawbacks. For the Beauty Awards hair category, the Lab consulted an expert hairstylist panel including Michelle Hong, colorist and founder of NYC The Team Salon and Becca Mutchler, a hairstylist in North Canton, OH. Taken together, these objective assessments reveal the best products you can buy, ones that truly deliver.
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Amazing Anti-Agers
With an extensive list of antioxidant, age-fighting actives, this Mary Kay formula (in versions for combination-to-oily and oily-to-dry skin types) is not your average moisturizer.
Lab Results: In a study involving 50 women, there was significant improvement in skin firmness and forehead lines after two weeks, per data evaluation.
Murad’s serum ups the anti-aging game with the ingredient retinal, a more powerful form of retinol.
Lab Results: GH Beauty Lab experts were impressed with clinical testing images that showed visible improvement in sagging face and neck skin and softening of wrinkles.
Counteract skin damage as you sleep with the next-level No7 Beauty Company cream: It has rare peptides found through advanced screening to have better penetration and efficacy.
Lab Results: Pros praised the robust research behind the formula: It raised hydration 85% in eight hours and reduced lines over time. “Skin was plump and lines looked softer in two weeks,” Beauty Lab Director Sabina Wizemann noted.
Skinvive by Juvéderm
This first-of-its-kind Skinvive by Juvéderm procedure is part of the new wave of “tweakments,” or minimally invasive low- to no-downtime professional skincare treatments. Dozens of micro-droplets of hyaluronic acid are injected into skin to hydrate and smooth, boosting radiance for up to six months.
Lab Results: “Digital imaging with the Visia Complexion Analyzer showed more light reflecting off my skin,” Beauty Lab Reviews Analyst Chiara Butler reported. “It looks smoother and feels firm, hydrated and plump.”
Unlike many formulas just for undereye use, this dual-sided Roc Skincare jar holds a firming retinol gel for lids and a nourishing peptide cream to smooth lower-eye lines and brighten.
Lab Results: “After first application, we noticed a slight lift and smoothing of the lids from the gel and softness from the cream,” Wizemann said.
More than just a pretty serum, Olay’s iridescent liquid uses a next-gen iteration of brightening niacinamide boosted with age-fighting vitamin C, peptides and lactic acid.
Lab Results: It evened skin tone effectively and smoothed texture without irritation in four weeks of use, a tester found.
Zap wrinkles without a visit to the dermatologist: This Nira laser, which uses near-infrared light to stimulate collagen production, is FDA-cleared for at-home use.
Lab Results: Lab assessment found the device to be convenient and efficacious, and unlike professional lasers, causes no damage to skin. “It’s easy to use, painless and only takes three minutes to cover the entire face,” a tester revealed. “After almost a month, I noticed some improvement in smile lines — the area appeared to be tighter.”
Galderma Sculptra
The first FDA-approved injectable filler that boosts skin’s own collagen creation using poly-L-lactic acid, Sculptra can reduce wrinkles for up to two years and is now cleared for firming the cheek area.
Lab Results: Lab scientists were impressed that this filler stimulates skin to produce collagen and that the results can last twice as long as hyaluronic acid fillers. “Four weeks after the treatment, my smile lines were plumper and less noticeable, my cheekbones looked more lifted and my undereye area looked less sunken in,” a tester said. “My skin continued to improve over time — I look fresher, less dull and tired, and overall more youthful.”
Cartessa Aesthetics VirtueRF Microneedling
This Cartessa Aesthetics procedure harnesses the popular combination of radiofrequency (thermal energy) and microneedling to smooth, firm and even skin tone, but uses smaller pulses to reduce discomfort.
Lab Results: Testers reported minimal pain, no downtime (other than slight redness) and visible results. “My skin felt tighter and the cheekbone area looked lifted for a few weeks,” one said. Another noted improvement in post-acne hyperpigmentation and her skin’s brightness.
Standout Skincare
Smooth on this bouncy Roc Skincare cream to enliven tired skin with a jolt of vibrance. Its cocktail of antioxidant vitamin C and fruit extracts (watermelon, apple) boosts radiance immediately and over time.
Lab Results: Lab data analysis confirmed that 97% of users showed improved luminosity in one use.
This unique twist-up crayon from Avon isn’t makeup: It houses a clear balm made of a blend of nourishing plant butters, waxes and oils (including refreshing mint).
Lab Results: The formula contains ingredients that help reinforce skin’s barrier and improve elasticity, according to GH Beauty Lab evaluation. “It glides on effortlessly and instantly smooths lips,” a user noted.
Light yet loaded with three types of skin-fortifying ceramides, powerhouse CeraVe is a Beauty Lab face moisturizer test winner, boasting the highest hydration measured.
Lab Results: The fragrance-free lotion raised skin moisture levels by an impressive 48% over six hours in Lab testing with the Corneometer device. It also rated high for quick absorption.
Larger cleansing molecules along with skin-softening ingredients in Neutrogena’s gel deliver a lush lather and a thorough cleanse without irritation or dryness.
Lab Results: In a clinical study, it reduced irritation for those with skin sensitivity. “It fully removes makeup and SPF and leaves skin refreshingly clean yet not tight,” Wizemann said.
Treat skin to a pampering spa experience at home with this Skn by Conair tool. It has a vibrating cleansing brush to massage and deep-clean as well as a cooling metal plate on the other side to soothe and depuff.
Lab Results: Both functions are easy to use, and the cold side relieved puffiness and calmed redness.
Garnier breaks the mold with a never-before-seen combo of makeup remover, cleanser and acid exfoliator in one.
Lab Results: The liquid is mild enough for daily use. It “didn’t sting eyes or skin,” and skin was left “smoother and clearer.”
L'Oréal Paris Revitalift Derm Intensives 1.5% Pure Hyaluronic Acid Serum
Unlike heavy hydrators, L’Oréal Paris gives even oily or combo skin a dose of moisture via a water-light formula.
Lab Results: It soaks in fast, isn’t thick or greasy and imparts an instant plump, moisturized feel, Lab assessment found.
La Roche-Posay came out on top in the Beauty Lab’s face SPF test thanks to a finish that was invisible even on dark skin.
Lab Results: Even with its high SPF, this left no white residue, felt hydrating but not oily or tacky, was not irritating and could be worn easily with makeup.
The unique EltaMD face wash formula, an oil-based gel made with emollients that melts into a light milk, whisks away even the most stubborn makeup and grime for a deep-clean feel.
Lab Results: It effectively removed residue from sunscreen and heavy makeup, evaluations found. “My face felt clean and toned yet soft afterward,” a tester remarked.
Belif’s toner is packaged in convenient pad form and made with polyhydroxy acid, a non-harsh exfoliant, to dissolve impurities and lightly slough any skin type.
Lab Results: The formula is mild enough for dry and sensitive complexions. “It was gentle on my skin,” a tester commented, and when applied at night, made for “smoother skin in the morning.”
Boost your beauty rest with Fresh’s milky serum, which exfoliates with glycolic acid so you wake up with silkier skin.
Lab Results: In a clinical study, testers’ skin texture was 23% smoother after one application, and over time, they saw fewer dark spots and more radiance.
Layer on this “thick, cushiony” Dermalogica moisturizer, enriched with soothing and strengthening ingredients, to put out the fire on sensitized skin.
Lab Results: The formula relieved the discomfort of reactive skin with rosacea. “It instantly eased skin burning and tightness after a laser treatment,” Wizemann said. “The next day, I saw visible improvement and less inflammation.”
Coddle depleted skin with the luxurious Furtuna Skin dual-phase face oil, which layers olive oil and olive leaf water plus softening squalane and a plethora of plant extracts.
Lab Results: Two GH Beauty Lab experts – including one with very dry skin – praised this formula, with one noting that it made skin feel “nourished yet not overly greasy and noticeably softer and glowing” after use.
This dermatologist go-to Differin gel, the first over-the-counter formula to contain the retinoid adapalene (formerly available by prescription only), effectively tackles even tough breakouts.
Lab Results: The ingredient is backed by a vast number of studies, which have shown that it is effective in treating mild to moderate acne. “I see a very visible difference after using this product,” a longtime acne sufferer reported. “The areas are nearly clear and smooth after a day or two.”
Incredible Body Care
The GH Beauty Lab test-winning Panasonic epilator rapidly tweezes even tiny hairs for supersmooth results (plus, it doubles as a shaver and a trimmer).
Lab Results: In testing, 100% of users found that it effectively removed hair from underarms, legs and the bikini area without irritation. “It moved around my body contours,” one said.
This soft scrub from Aveeno sloughs off rough skin while transporting the senses with a mini aromatherapy session thanks to calming lavender extract.
Lab Results: The formula is gentle enough for everyday use and suitable for even reactive and dry skin. “It’s effective at smoothing skin yet not abrasive,” Wizemann said.
Vaseline’s decadent lotion enriched with facial skincare ingredients (vitamin C, niacinamide, peptides) outshone the rest, deeply nourishing sans greasiness.
Lab Results: It rated high for leaving skin free of flakes and dullness, and it was absorbed fast with no oily or tacky residue. “My skin felt moisturized all day,” a tester reported.
Parched, cracked skin doesn’t stand a chance against this fragrance-free Curél Skincare formula with conditioning ceramides, which won the Beauty Lab’s hand cream test.
Lab Results: It raised skin’s moisture levels 64% over six hours in Corneometer measures, one of the highest levels ever recorded in Lab testing, with “long-lasting” effects.
An effortless glide and effective hair removal made Schick a winner in the Beauty Lab’s razor test.
Lab Results: The tool was best at easily maneuvering over skin and removing hair from underarms, arms and legs in Lab assessment. Several users said that it gave a “close shave.”
Infused with the brand’s signature essential oils and Epsom salts, Dr. Teal’s topped all others tested.
Lab Results: A full 100% of users said it rinsed off easily and left skin feeling clean. The gel also ranked best for its pleasant “fruity” scent and making skin feel moisturized and smooth. “Absolutely loved it,” a fan raved.
A Beauty Lab body SPF test winner, this Everyday Humans lotion with softening hyaluronic acid swipes on almost undetectably and is mild on even the most sensitive skin.
Lab Results: An impressive 100% of testers agreed that the formula didn’t irritate skin, and it earned top points for its “lightweight” texture. “It left no residue on my dark skin,” a user said.
Braun’s device uses IPL (intense pulsed light) to remove hair long term and cutting-edge tech to take the guesswork out of using it.
Lab Results: The “intuitive” model automatically adjusts its light intensity to your skin and hair color. It connects to an app that gives personal guidance to ensure correct use and full coverage and to track progress.
Saltair’s gel — laced with a woodsy-floral scent plus exotic plant butters and oils — was a champ at both thoroughly purifying skin and leaving it supple.
Lab Results: Every tester agreed it fully cleansed skin, and it also scored the highest for making the body feel soft and smooth. Several complimented the “convenient” pump dispenser and “thick” lather. “Long after I shower, my dry skin still looks hydrated,” one enthused.
Rich yet “not greasy”, this AmLactin body moisturizer is amped up with lactic acid to slough rough spots.
Lab Results: Testers gave it perfect marks for leaving skin soft (even “chapped” areas) with no flaking or dullness, and 96% agreed skin felt moisturized all day long.
Tailor your level of bronze with Coola’s tanner in a cloud-like mousse formula that glides on effortlessly.
Lab Results: In Beauty Lab testing, 89% of users agreed that it produced their desired depth of tan. The foam also scored well for being simple to use (with an applicator mitt) and giving skin even color that wasn't streaky or blotchy. "What an amazing product — the most natural-looking and easiest to apply of all the self-tanners I’ve tried,” a tester raved. Another agreed, calling it “by far the best self-tanner I’ve ever used.”
An icon through the decades and GH beauty editor favorite, this Bulgari perfume strikes the perfect balance of uplifting yet soft thanks to notes of herbal green tea and bright citrus warmed by earthy beeswax.
Tester Note: “Light and inviting, this scent is truly universal: It feels natural in any season or time of day and for any age — and still smells modern after all these years,” a longtime wearer said.
Anything but a flash in the pan (or, bottle), this subtle musk, jasmine and woods scent from Phlur has staying power thanks to its timeless yet fresh appeal.
Tester Note: “This scent feels like an extension of me, rather than a perfume,” a fan enthused. “It’s a little warm, faintly sweet and enveloping, but somehow still airy — like a well-worn sweater you never want to take off.”
The Spa at Séc-he
“Spa” takes on new (and old) meaning at The Spa at Séc-he nestled in the desert of Palm Springs, which is centered around a 12,000-year-old mineral hot spring stewarded by the area’s native Agua Caliente Band of Cahuilla Indians.
Tester Note: “In addition to clean, spacious facilities and an impressive list of treatments and activities (from salt caves to meditation), the spa offers a one-of-a-kind bath ritual, ‘Taking of the Waters’, which is an ancient Native American healing practice,” GH Beauty Lab Senior Chemist Danusia Wnek said. “Included with any treatment, this private bath in the water from the mineral hot spring was a full mind and body experience: It relieved my tight muscles, soothed my skin, and provided total relaxation.”
iS Clinical Fire & Ice Facial
A longtime Hollywood go-to, this IS Clinical facial features a series of deep-cleaning, exfoliating, hydrating and soothing steps involving both warming and cooling skin to enhance results.
Tester Notes: Testers gave the treatment perfect scores for overall satisfaction and would recommend it to others. “My skin looked immediately better — so smooth, smaller pores, even-toned and had a healthy glow,” Wnek marveled. Another tester echoed that her skin looked “glowing” as well as “hydrated and plump.”
Hair Heroes
This plant oil–infused Joico pair excelled across the board, simultaneously strengthening and volumizing.
Lab Results: It scored best for thorough cleansing, making hair feel stronger and more manageable, adding fullness and being gentle on color. “My hair is so much healthier after using these,” a tester noted.
The Herbal Essences duo blended with botanical extracts (aloe, grapeseed) delivers a luxe shower experience and full, “bouncy” hair at a value price.
Lab Results: This set took first place for having a plush lather and a pleasant “fruity” scent, and it performed well at cleansing fully and boosting volume.
The Herbal Essences duo blended with botanical extracts (aloe, grapeseed) delivers a luxe shower experience and full, “bouncy” hair at a value price.
Lab Results: This set took first place for having a plush lather and a pleasant “fruity” scent, and it performed well at cleansing fully and boosting volume.
Revive your style (and extend time between washes) by spritzing on GH Beauty Lab test-winning Dove.
Lab Results: Among users, 93% agreed that it made hair look clean and didn’t leave a gritty feel, and 100% said it wasn’t irritating. “The light, fresh scent, ease of application and results were amazing,” one raved.
The rare feat of achieving strong gray coverage and fade resistance with a mild formula made this Zotos Professional kit a Beauty Lab test winner.
Lab Results: The dye was tops at not irritating, gave the best gray-hair coverage and faded least per digital imaging after a month of Lab-simulated wear.
Bulk up fine, flat strands with Kenra Professional’s “soft” (not stiff) spray, a hit with pro hairstylists.
Lab Results: It received top ratings from a hairstylist panel thanks to its bodifying effects: adding volume and lifting roots but not weighing hair down. “It gave movement, texture and maximum lift,” one reported.
A serum-oil hybrid, Matrix’s formula can be used on either damp or dry hair to soften and add shine.
Lab Results: The hairstylist panel gave the “lightweight” liquid high marks on several factors: effortless application, making hair softer and shinier, enhancing movement and creating the ideal look.
Dry hair quickly but gently with Beauty Lab test winner Bio Ionic’s “power” tool.
Lab Results: It dried hair samples in 65 seconds in Lab measurements yet had the lowest air temperature at the highest setting, making it less harsh on hair and scalp. It was easy to control too.
This buzzy Dyson styler changes the game by drying and straightening hair at the same time using high-pressure airflow rather than intense heat.
Lab Results: Testers with various hair types and textures gave it superior scores for being elegant and achieving a sleek “salon-level” look with no visible damage.
A twist on your typical curler (literally!), Beauty Lab test-winning CHI features a 1-inch wand at a 90-degree angle to more easily reach the back of the head.
Lab Results: It had the strongest power and ranked best for design, simplicity of use and ability to create the desired style. “There’s no learning curve,” a user said.
The next generation of anti-dandruff shampoo, Head & Shoulders reinvents the traditional formula with streamlined ingredients and packaging.
Lab Results: Despite its pared-down formulation, the shampoo still packs power thanks to the active ingredient zinc pyrithione, which “is clinically proven to combat dandruff by working deep into the scalp to protect against flakes and oil,” Wizemann explained. The bottle is made with 45% less plastic, making it “lightweight and easy to squeeze.”
One size does not fit all when it comes to deep conditioners: Enter these Function of Beauty Pro masks, created in versions for straight, wavy, curly and coily hair types with formulas tailored to each, from a lighter gel to a rich cream.
Lab Results: Multiple Beauty Lab experts are fans, including one non-mask user who was converted by this and another who found it made her waves look defined without styling products. “My fine, limp hair was silky, soft and manageable, yet had natural bounce,” Wizemann raved.
Detangle and silken strands at the same time with this “light” Joico mist made with fortifying vegetable protein.
Lab Results: The hairstylist panel gave it perfect scores on many attributes, including ease of application and making hair feel softer and look shinier yet leaving it with movement. “In two sprays, I could brush out any hair type and texture,” one commented. “Hair appeared more moisturized, healthy and shiny.”
Effective frizz fighters don’t have to be thick or heavy. Case in point: this Tresemmé styler in an unconventional formula that feels like a water-light lotion.
Lab Results: It performed well at making hair appear sleek and shiny. “The product is unexpectedly lightweight – it disappears into hair and doesn’t weigh it down, yet reduced frizz significantly,” a tester revealed.
Marc Anthony True Professional Strictly Curls Define & Hold Flex Gel
Marc Anthony True Professional’s gel gives spirals of all kinds shape and hold without any telltale goo.
Lab Results: It got high marks from the hairstylist panel for defining curls well, having good hold and not leaving residue on hair. “It helped cut down on frizz” and “kept curls in place all day,” two said.
Glide this handy wax stick from Nexxus, made with conditioning coconut oil, onto flyaways to keep them from straying.
Lab Results: “This instantly tamps down baby hairs yet doesn’t have a hard or sticky feel – it works especially well to smooth the hairline for updos like buns and ponytails,” a tester noted.
To hide grays and regrowth in a pinch, spritz on the temporary tinted Clairol spray, which delivers strong color coverage that’s water-resistant.
Lab Results: In Lab testing on gray human hair samples, it distributed color evenly and covered well without looking messy. When water was added to the hair, the product repelled the droplets and the color stayed on.
This top-of-the-line GHD model won the Beauty Lab’s flat iron test, effortlessly straightening hair in almost no time.
Lab Results: It received a rare near-perfect score in Lab testing: The tool reached maximum temperature (365°F) in 50 seconds, and was best for ease of use, fully straightening hair, leaving strands shiny, and creating the desired look. A tester called it “one of the best flat irons I have ever used.”
GH Beauty Lab test-winning Hot Tools is both a blowdryer and hair brush in one, saving time (and effort!) in styling.
Lab Results: In Beauty Lab evaluations, 100% of testers found that it combed through strands with ease and styled hair fast, including thick and curly textures. It also came out on top for its simple controls and enhancing shine. “I was surprised by how fast my hair went from wet to dry,” a user remarked.
Comb and smooth strands at the same time with this standout T3 hot tool, a Beauty Lab test winner.
Lab Results: A full 100% of testers agreed that the styling brush made hair look sleeker and less frizzy. It also scored best for straightening well and minimizing static. “My curly hair was silky-smooth and very straight for days,” a tester reported.
Flawless Makeup
For light coverage that doubles as concealer, turn to Keys Soulcare; while many tinted moisturizers come in a few hues, this offers a wide range (40!).
Lab Results: It rated best for ease of application, leaving skin feeling silky and not irritating or changing color during the day. Testers lauded the “natural-looking,” “glowy” finish.
This luxe liquid from Gucci Beauty — a full coverage, satin-matte finish that comes in 40 shades — beat the competition in GH Beauty Lab testing.
Lab Results: The base ranked first for being buildable and hiding blemishes and was the overall tester favorite. “It made skin look smooth” and “didn’t feel heavy,” two remarked.
Classic CoverGirl defines, volumizes and lengthens lashes while standing up to tears and splashes.
Lab Results: Clinical testing showed that the formula was water-resistant, according to Beauty Lab data evaluation. “It left my lashes fluttery but didn’t transfer when my eyes watered,” a user reported.