36 best face makeup products 2024: Shop TODAY Beauty Awards

Oct 14, 2024

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

Narrowed down from hundreds of products our team carefully trialed, these makeup MVPs impressed both our team of TODAY staff and beauty experts. Tested on everyone from acne-prone 20-somethings to age 60+ women with mature skin, these award-winning priming potions, foundations, concealers, blushes, bronzers and setting products are here to help you achieve the beat 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 Shop TODAY Beauty Award-winning products that'll help you put your best face forward.

Primers | Foundations | CC creams | Concealers | Setting products | Bronzers | Blushes | Makeup tools | Makeup removers | Meet the expert | How we chose | Has your product been featured?

Winner: Best overall primer

Award: Best overall primer | Score: 5/5

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

“This primer is super lightweight, and it feels like a moisturizer as you’re applying it (the hydration is super apparent!),” commerce editor Amanda Fama says. “It also dries instantly and provides a smooth base for your makeup. I’m a fan.”

Winner: Best overall medium coverage foundation

Award: Best overall medium coverage foundation | Score: 5/5

“I have been using this foundation since 2018 and love it so much,” says Shop TODAY editorial director Adrianna Brach. “It gives me medium to full coverage without feeling heavy or looking caked on. It makes my skin look airbrushed so I wore it on my wedding day (2019) and every time I’m on TODAY. If I want a lighted finish I mix it with my moisturizer on the weekends for a more sheer-light coverage.”

Winner: Best overall full coverage foundation

Award: Best full coverage foundation | Score: 5/5

"I really like this foundation, great coverage and smooth finish left my skin ready for the next few layers of makeup," says Jackie Fama, mom of commerce editor Amanda Fama. "The foundation is waterproof so it stayed on for a long time during the day without touchup. The color I chose for this foundation was pretty perfect for my complexion. This foundation gave a nice smooth finish for me to apply the rest of my makeup without obvious creases in my skin."

Winner: Best full coverage for mature skin

Award: Best foundation for mature skin | Score: 4.33/5

"This is a really nice foundation," says editor Rebecca Brown. "It blends so well and doesn’t feel heavy or wet. I think if you want a dewy finish this isn’t the foundation for you. But if you want it to dry matte, then this is your foundation. No cakey residue, either."

Winner: Best overall foundation stick

Award: Best overall foundation stick | Score: 5/5

"The Fenty Beauty Eaze Stick is the perfect product for day-to-day makeup wearers," says Armando Kole, a celebrity makeup artist we consulted. "The product is easy to apply and is best applied with your fingers or any dense foundation brush. It leaves a beautiful skin-like finish with sheer but buildable coverage!"

"The natural creaminess in the formula is perfect for normal and dry skin types because it adds an amazing amount of hydration, without ever leaving the skin oily," Kole adds. "Although the product is amazing as just a skin tint base, it also can double as an easy-to-blend, natural finish cream bronzer if you buy a deeper shade!"

Winner: Best for a natural look foundation stick

Award: Best foundation stick for a natural look | Score: 5/5

"Bobbi Brown cream foundation stick definitely lives up to the hype," vouches Susan Cocchi, mom of Shop TODAY editor Francesca Cocchi-Zabloudil. "I reach for it often when I want to even out my skin tone without looking like I have a heavy amount of makeup on. It is weightless and works in hot and humid weather and is sweat-proof."

"Best of all, it feels like a second skin and leaves me feeling moisturized and hydrated," Susan Cocchi adds. "For my over-60 skin, it doesn’t crease or cake just leaves a smooth even complexion. The portability is great for touching up on the go!"

Winner: Best budget foundation stick

Award: Best budget foundation stick | Score: 5/5

"Great foundation stick for women over 60," Susan Cocchi raves. "My face felt hydrated all day long and looked as fresh as when I applied it. As it claims, this foundation stick gave my complexion a smooth satiny finish and easily doubles as a highlighter or a bronzer as it comes in a multitude of shades. I was pleasantly surprised at this price point. I would definitely recommend to a friend."

Winner: Best overall powder foundation

Award: Best overall powder foundation | Score: 5/5

"Since it is a matte finish, I actually use it as a powder to top off my creamy foundation," notes Jackie Fama. "It evens out my completion with a velvet smooth finish."

Winner: Best sweat-proof powder foundation

Award: Best sweat-proof foundation | Score: 5/5

"I have been wearing bareMinerals for 20 years and this has become another go-to for me," swears Julia Moon, mom of Shop TODAY editor Vivien Moon. "I love the lightweight finish that this provides. Even in the dry Las Vegas heat it doesn’t feel heavy and leaves me with a glowing youthful complexion at the end of the day."

Winner: Best 2-in-1 medium coverage foundation

Award: Best 2-in-1 medium coverage foundation | Score: 4.17/5

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.

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

Winner: Best overall CC cream

Award: Best overall CC cream | Score: 5/5

"I love this so much I have already bought two more just so I don’t ever run out of it," raves the head of TODAY Parents, Rebecca Dube. "This is a perfect foundation, moisturizer and sunscreen all in one. AND there is no color matching - it comes out of the tube white and magically matches your skin tone. Honestly, I don’t know what sort of witchcraft makes this work but it works SO well. When I take it off, it’s the color of my skin exactly."

"It’s like an Instagram or TikTok filter for my skin in real life. My skin tone is uneven and pale with some red patches, and this cream just perfectly evens everything out. It covers up sun spots but I can still see my freckles, which I like. If you want a really opaque, heavy foundation that totally covers up your skin, this is probably not for you. But it’s a perfect everyday foundation for me, and it requires absolutely no skill to apply. the texture is perfect and it feels like nothing on your face but really covers and evens everything out. I’ve put it on in the car at 7 a.m. before a baseball tournament and it lasts (and makes me feel like I at least look presentable) all day."

Winner: Best new launch CC cream

Award: Best new launch CC cream | Score: 4/5

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. It's a new take on the brand's beloved OG version formulated especially for those seeking a matte finish.

Winner: Best CC cream for redness

Award: Best CC cream for redness | Score: 5/5

“I love this! I was shocked by how much this evened out my skin tone and took care of redness,” notes TODAY Parents reporter Rosie Colosi. “Definitely working this into my daily routine and will likely repurchase.”

Winner: Best CC cream for color match

Award: Best CC cream for color match | Score: 4.67/5

"Ok, wait... I actually loved this," gushes production coordinator Camryn Privette. "The shade matched perfectly and it felt great going on and lasted for a while. I love that it’s for all skin types (acne, oil, dry, etc.) It felt “healthy” and would be a great summer product."

Winner: Best overall full coverage concealer

Award: Best full coverage concealer | Score: 5/5

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

"Obsessed with this liquid concealer!" exclaims associate editor Allie Wise. "My new go-to!"

Winner: Best overall medium coverage concealer

Award: Best medium coverage concealer | Score: 5/5

A common theme among the praise from reviewers of this concealer (which is a repeat winner from last year, by the way) 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 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.

Winner: Best new launch concealer

Award: Best new launch concealer | Score: 5/5

"I love this product. It feels thin when you put it on but then it leaves really great coverage," observes partnerships success senior associate Klay Drageset. "The color I got was perfect and I just took a guess from their site. I also love that it has niacinamide in it."

"It blends very well, stays on all day and leaves a smooth skin like glow," adds Cocchi. "I definitely recommend for mature skin."

Winner: Best shade match/range

Award: Best shade match/range | Score: 4.83/5

"I’ve been using this concealer for the past year or so, after the brand visited the office and shade matched us," explains associate editor Kamari Stewart. "I usually only use one but for Beauty Awards testing, I tried out both of the shades I requested (42S and 47H) and both of them were actually really useful. The lighter shade was perfect for brightening my under-eye area and the darker shade was perfect for concealing spots around the rest of my face. It didn’t crease throughout the day which is big for me because I was on the move and sweating a lot."

Winner: Best overall setting powder

Award: Best overall setting powder | Score: 4.5/5

For production associate Audrey Ekman, this was a new product as she doesn't often pack on or "bake" her powder. However, as a setting powder this did the trick. She notes that the color was a good match and the powder felt finely milled. She used the shade “translucent.” and was shocked to discover that it’s as affordable as it is. She does note that it’s a little messy since it’s a loose powder.

Winner: Best budget setting powder

Award: Best budget setting powder | Score: 5/5

At less than $7, this setting powder comes in the shades translucent, banana and deep. It received a perfect score among testers for its fine texture, mattifying properties and staying power.

Winner: Best setting spray

Award: Best setting spray | Score: 5/5

Based on personal experience, Ekman expresses that this is hands down the best setting spray she's ever used. On one occasion, it locked her makeup in for 18 hours — she applied it at 9 a.m. in the office, got caught in the rain and her makeup was still on her face and in place when she got home from going out at 3 a.m. It has a really smooth spray, too ... it’s more like a fine, continuous mist. For Ekman, this is her new go-to.

Winner: Best bronzing drops

Award: Best bronzing drops | Score: 4.75/5

Editorial assistant Madison San Miguel tried these new bronzing drops earlier this year and says it gives her skin a serious glow. It’s an update of the brand’s bestselling Niacinamide Dew Drops that adds tint and radiance to the original formula. San Miguel says it “gives you the ‘I was just on a beach vacation’ look” — who couldn’t use that heading into summer?

Winner: Best overall bronzing wand

Award: Best bronzing wand | Score: 5/5

This bronzing wand impressed our reviewers with its easy-to-blend formula and efficient applicator. It comes in a few shades and is really simple to apply: just dot the product on where you want to contour and blend to achieve an effortlessly sun-kissed look.

Winner: Best powder bronzer

Award: Best powder bronzer | Score: 4.75/5

"This bronzer was one of the first bronzers I had in my pro kit when first starting out, and I keep it in my kit to this day," swears Kole. "The Hoola Bronzer comes in 4 shades that are all designed to have a flattering undertone that not only bronzes the skin, but could also be used to sculpt and define."

"For a more contoured look, I suggest using an angled contoured brush and applying the bronzer right in the hollows of your cheekbones," Kole advises. "But for a more bronzed, sun-kissed look, try using the bronzer with a softer and more rounded brush, and apply the product on any areas that would naturally catch the most sun!"

Winner: Best 2-in-1 bronzer

Award: Best 2-in-1 bronzer | Score: 4/5

"I want this product in every shade," gushes Murphy. "I love this. The one problem I have with blush is that it never lasts long on my cheeks (maybe because I have oily skin?), but this lasted all day long. The formula is supposed to make your skin look hydrated and plump, and it definitely did. It also feels extremely lightweight. So, so good."

Winner: Best overall multi-stick blush

Award: Best overall multi-stick blush | Score: 5/5

"I loved this!" raves producer Emily Slawek. "It applied so easy and was very pigmented, but blended beautifully. It lasted all day, too. The texture was really nice and it had a good smell to it, as well. I love that it’s a duo and so easy to throw into your makeup bag, versus carrying around a full-size product. A new favorite of mine!"

Wnner: Best overall liquid blush

Award: Best overall liquid blush | Score: 5/5

“I have used this blush before and I would buy it again,” swears social video producer Anita Chomenko. “This little tube lasts a while and a little really does go a long way! It’s highly pigmented, easily blendable, and provides a nice energetic flush. I’ve used this in combination with bronzer and by itself. I love the little 'paint' packaging. You can add as little or as much as you want, depending on how much of a flush you want to have.” No wonder it received a full five out of five rating!

Winner: Best overall powder blush

Award: Best overall powder blush | Score: 5/5

"I was excited for this one and it lived up to the hype!" vouches Privette. "I love how it has both creme and powder for the ultimate blush pop. Honestly one of my new favorite makeup products. I need all shades!"

Winner: Best cream blush

Award: Best cream blush | Score: 5/5

“This blush is super vibrant!” notes Amanda Fama. “It could be a fun shade for a night out or a dressy occasion this spring or summer. It blends very easily and the color doesn’t fade throughout that blending process. I like it!"

Winner: Best new launch multi-stick blush

Award: Best new launch multi-stick blush | Score: 4.67/5

Looking for a one-and-done product? This viral find might do the trick — we've seen it used as a blush, eyeshadow and lip stain! "This blush goes on cool and the jelly-like consistency is so fun!" says social media editor Kara Quill. "A pro tip is to blend it quickly and use your fingers instead of a brush or beauty sponge. It also feels great and not runny at all going on your lips and looks incredibly natural."

Winner: Best overall makeup brush set

Award: Best overall makeup brush set | Score: 5/5

Trying to fill your makeup bag with the basics? This set has the brushes to get you sorted. “You can’t go wrong with Real Techniques. They’re affordable and work so well,” praises Murphy. “I was able to do 90% of my makeup with this set alone. The only thing that could make this set better is if it came with a flat foundation brush instead of a sponge, but that’s just a personal preference.”

Winner: Best splurge makeup brush set

Award: Best splurge makeup brush set | Score: 4.83/5

If you're looking to expand your set and get further into makeup to create some eye-catching looks, this selection might do the trick. "These are some of the softest brushes I’ve ever felt and that’s what I said verbatim when I first opened the package," raves Stewart. "It comes with pretty much everything you need to do a full look. I usually keep it pretty simple and use a beauty blender for concealer/sometimes foundation. The one in this set is super soft and squishy ... The brushes look really sleek as well. I ended up using a brush for my foundation and it was really smooth. It’s the perfect beginner set."

Winner: Best reusable makeup remover

Award: Best reusable makeup remover | Score: 5/5

After trying a plethora of makeup products, we naturally had to set our eyes on the products that get us back to a blank canvas: makeup removers. "For the girlie that is so exhausted at the end of the night and wants to do the minimal, this is for her," muses trending editor Nicoletta Richardson. "It easily took my makeup off and had an exfoliating side, and it quickly dried so I didn’t have to do anything additional to use it the next morning. Loved it!"

Winner: Best liquid eye makeup remover

Award: Best liquid eye makeup remover | Score: 5/5

We don't have to mention this twice, the eye area is the most delicate of the face and may require a gentler product to tackle mascara, foundation and eyeshadow. Thankfully this one does the trick.

"Loved this product!" exclaims senior health editor Maura Hohman. "Super gentle on my eyes and didn’t leave much of a film. Only had to rub a few times to get all of the eye makeup, including mascara, off."

Winner: Best remover pads

Award: Best makeup remover pads | Score: 5/5

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.

With 120 pads in a container for under $10, this eye makeup remover is a steal. Our editors love that it’s effective at removing eye makeup quickly, gently and without added oil. Plus, the pads are actually biodegradable, according to the brand.

Winner: Best overall cleansing balm

Award: Best overall cleansing balm | Score: 5/5

“With just a small amount of the cleansing balm and warm water, my makeup came right off,” says former Shop TODAY page Laura Millar. “I love how this product isn’t just a makeup remover; it really helps cleanse my skin. That said, I did end up getting a small amount of the balm in my eyes, but it didn’t burn or irritate them. I’m excited to continue using this product — it’s so much better than makeup wipes or liquid remover!”

We sorted through nearly 1,200 new launches, editor recommendations, trending and tried-and-true products to come up with 155 winners. We hosted an in-house glam session, putting them through practical experiments to see if they meet requirements when it comes to value, satisfaction and quality for makeup, skin care, beauty and hair products and tools. Over the course of up to four months, our team of editors and writers tried products in every beauty category: hair, body, skin and makeup. Finally, our panel of experts reviewed some of our winners to give their sign-off based on ingredients and other factors.

Shop TODAY is editorially independent and our team of editors and writers work hard to pick the best products to share with our readers and viewers. We may license our logo to brands or products that have been featured on Shop TODAY. Click here if you're interested in licensing your inclusion in Shop TODAY content or to learn more from our licensing partner, Wrights Media.