Just remember: Even though this may be the last step in your makeup routine, you’ll still need to make a traditional sunscreen the last step in your skin-care routine to achieve full sun protection.
Ben Siard
Favorite Beauty Content Creator: Rose Siard
Informative, aspirational, relatable—more than a million of you stop scrolling for Rose Siard. The long-time beauty creator has built a devoted audience by making professional-level makeup artistry feel actually doable by decoding color theory, testing every texture of complexion product, and sharing practical yet mind-blowing techniques that instantly change how you approach makeup application. (No wonder she launched her own line of brushes.) There’s an undeniable warmth to her content, too—it’s giving cool aunt—grounded in the kind of straightforwardness and easy-to-understand demystification that keeps followers coming back for the inspiration to be more adventurous.
Alex Kenealy
Favorite New Brand: Sincerely Yours
Talk about bursting onto the beauty scene! A dad and his teen daughter launched Sincerely Yours, and now millions of fans feel like part of their skin-care family. One of social media’s most endearing beauty success stories, Jordan and Salish Matter combine behind-the-scenes authenticity with fun yet sensible products suitable across all ages. (You can’t tell us Sunny Side Up Mineral Sunscreen SPF 30 is just for teens, and if you do, we’ll just keep using it anyway. So there.) The line feels thoughtfully considered rather than rushed to chase the next viral moment, and that gives this new brand the potential to grow up alongside its 16-year-old cofounder.
Favorite Indie Brand: Mob Beauty
You can say you knew about Mob Beauty before the clean makeup brand became a household name. Beloved by makeup artists and eco-conscious beauty enthusiasts alike, the vegan indie line has earned appreciation by proving high-performance pigments and “Earth-first” packaging innovations aren’t mutually exclusive. Every detail—from refillable, post-consumer recycled palettes to show-stopping colors—feels intentionally designed for people who truly love makeup and the planet they wear it on.
Favorite Viral Product: e.l.f. Cosmetics Halo Glow Skin Tint SPF 50
Viral Product
e.l.f. Cosmetics Halo Glow Skin Tint SPF 50
You couldn’t escape hearing about e.l.f. Cosmetics Halo Glow Skin Tint SPF 50, and now you’re talking about it too. The viral complexion product earned its seemingly endless TikTok cameos by actually delivering on its titular glow with buildable, breathable, blurring coverage, and now it’s what you reach for off-camera for an everyday foundation alternative. The SPF 50 is a serious perk, as are hydrating ingredients like allantoin, giving the tint a serum-like feel that makes it a perfect multitasker for an in-a-rush morning. Gosh, isn’t it nice when all the hype is actually warranted?
Favorite K-Beauty Product: TirTir Mask Fit Red Cushion Foundation
K-Beauty Product
TirTir Mask Fit Red Cushion Foundation
You’d fly thousands of miles for the TirTir Mask Fit Red Cushion Foundation—but you don’t have to. You declared it your top Korean beauty product after it reliably delivered semi-matte, skin-mimicking coverage that wears comfortably for hours on end. One of those rare complexion products that appeals as much to minimalists as it does to full-glam fans, it has turned even the most devoted liquid foundation folks into cushion lovers for life.
Favorite Beauty Product Splurge: Dyson Airwrap ID Multi-Styler and Dryer
Splurge
Dyson Airwrap ID Multi-Styler and Dryer
When thousands of people say Dyson’s high-tech hot tool is worth it, you listen. The Airwrap ID Multi-Styler and Dryer offers a truly tailored hairstyling experience, all with less heat damage than traditional tools. It marches right in and replaces multiple devices by functioning as a blow-dryer, curling iron, smoothing brush, and round brush in one sleek system that becomes surprisingly intuitive after just a few uses. And those upgraded Bluetooth features with personalized styling sequences? Yeah—we get why it’s so pricey. But that hasn’t stopped you from singing its praises and recommending it as if they’re paying you.
Favorite Beauty Product Steal: Vaseline Original Healing Jelly
Steal
Vaseline Original Healing Jelly
Vaseline Original Healing Jelly has so many uses, you find a routine hack every time you use it. One day, it’s reviving dry cuticles and taming flyaways with the help of a spoolie, and the next, it’s adding a glossy editorial sheen to your cheekbones and soothing cracked heels overnight—all for less than the price of a mediocre matcha. It doesn’t purport to be some complicated, highfalutin beauty product, and yet countless makeup artists keep it in their kits, dermatologists swear by it for first-aid cut care, and you keep voting for it. (Maybe because a single tub can outlast most of the products cluttering up your bathroom?) In the era of $100 creams and umpteen-step routines, Vaseline remains the rare beauty steal that actually earns the word “essential.”
How the Allure Readers’ Choice Award Winners Are Selected
The Allure Readers’ Choice Awards are entirely reader-voted. Each year, we invite our audience to vote for their favorite beauty products, brands, and creators across multiple categories. Voting remains open for a limited time, after which results are tallied and winners are announced on Allure.com. Learn more about how the Allure Readers’ Choice Awards work.
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No matter what you seek or your individual needs and concerns, we want to ensure that you love anything we recommend in our stories. We believe that having a diverse team of writers and editors—in addition to the wide range of outside testers and industry experts we regularly call upon—is essential to reaching that goal.
