I don’t usually discuss the Allure Best of Beauty Awards, but since I have actually tried (and reviewed or mentioned) quite a few of the products that won awards for 2025, I thought it would be fun to chat about them. Let’s jump right in.

How it works

If you are unfamiliar with the awards, it is a designation that brands do use in their marketing, so it does seem to carry some weight in the industry. Allure starts the process in October every year, and brands submit their products for consideration. This is something to keep in mind, as a brand cannot win an award unless it submits its product. After Allure decides which of its editors will test which products, the brand sends them, and they organize the testing. The actual testing of the products begins in early December. If you want even more detail on the process, Allure has a write-up that you can read by clicking here.

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2025 Best of Beauty Base Winners (click here to see all base winners)

BEST LIQUID FOUNDATION – **Patrick Ta Major Skin Hydra-Luxe Luminous Skin Perfecting Foundation, $58

This was a very polarizing foundation release, both because of the price and the formula. As someone with dry skin, I still found this formula to be too hydrating and shiny. However, I prefer a more natural or satin finish over a dewy one. If you have very dry skin or prefer a luminous finish, you may want to consider this one.

I have a full review with pictures of me wearing the shade 18 Golden Neutral and a comparison swatch with my go-to foundation (NARS Natural Radiant Longwear Tahoe). You can find that here 👉🏽 Patrick Ta Major Skin Hydra-Luxe Luminous Skin Perfecting Foundation.

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BEST LIQUID BLUSH – **MAC Strobe Beam Liquid Blush, $30

In my opinion, this is an underrated product from MAC Cosmetics. The MAC Strobe Beam Liquid Blush is pigmented yet still easy to work with because it sheers out nicely when blended. It has a healthy sheen on the skin without feeling tacky or being so shiny that it accentuates texture issues. This comes from a person who prefers powder blushes and those with minimal shine. I occasionally get breakouts on my cheeks, so I tend to prefer matte textures in that area.

I have a full review posted for the Strobe Beam Liquid Blush formula, with me wearing the shade Unsweetened. You can find that here 👉🏽 MAC Strobe Beam Liquid Blush (Unsweetened).

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BEST FULL-COVERAGE CONCEALER – **Estee Lauder Double Wear Stay-In-Place Concealer, $38

While I think the Estee Lauder Double Wear Concealer may fall a little short of providing full coverage for those with intense dark circles, it is a great product that achieves most of what the brand claims. If you have intense dark circles, chances are you already use a color corrector before applying concealer. If that is the case, then I think you can likely get full coverage from this. This has become a go-to in the summertime, when my skin is less dry. However, in the colder months, I do find that it can cling to dry patches. I disagree that it provides moisture as claimed, but it doesn’t dry out my skin. If you loved the old Double Wear Concealer in the slim round tube, this new formula will fall short. However, if you’ve never tried that one and like a matte, long-wearing concealer, this could be worth checking out.

I have a full review posted for this Estee Lauder Concealer with comparison swatches to the Estee Lauder Futurist Skincealer. You can find that here 👉🏽 Estee Lauder Double Wear Concealer 5W (2025 Reformulation). You can also see it swatched with the Natasha Denona Hy-Glam Concealer and Lancome Teint Idole All Over Concealer here 👉🏽 Natasha Denona Hy-Glam Concealer (P7, YP11, NY12 Swatches).

If you are interested in other concealers I’ve tried, they are listed on my concealer ranking page, categorized by full coverage and medium coverage.

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BEST LIGHT-COVERAGE CONCEALER – **Armani Beauty Luminous Silk Concealer, $42

The packaging for the Luminous Silk Concealer appears different in the current promotional images, but the one I purchased in February of this year looks like the picture above. It may be a matter of the store selling the remaining inventory in the old packaging, but I can’t say for sure. While this formula can be built to medium coverage, it just barely gets there for me due to the darkness under my eyes and the hyperpigmentation spots I have. Once I add powder, it becomes more matte, giving the illusion of higher coverage (but still medium max). The impressive part of this formula for me is that it wears well without much creasing. There is mica running through this formula, and I notice it most days as the day wears on. I see the mica all day if I am out on a sunny day. Just something to keep in mind, as I know it is a big negative in reviews I’ve seen. If you like a dewy look and don’t mind lighter coverage, this performs well.

I have an old review posted that you can see here 👉🏽 Concealer Round-Up (Pat McGrath, Armani, Dior, Too Faced), and I discussed it again in my post “The Most Surprising Products of 2022.”

If you are interested in other concealers I’ve tried, they are listed on my concealer ranking page, categorized by full coverage and medium coverage.

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2025 Best of Beauty Lips Winners (click here to see all lips winners)

BEST SHEER LIPSTICK – **Revlon Super Lustrous Glass Shine Balm, $10

The Revlon Super Lustrous Gloss Shine Lipstick is easy to apply, comfortable to wear, and balmy. Although I prefer other shine formulas for increased moisture (Maybelline Lifter Glaze Lip Balm) and a wider range of color options (Dior Addict Shine Lipstick), this is a nice option. This formula does contain lanolin (C10-30 Cholesterol/Lanosterol Esters), so if you are allergic to lanolin, keep that in mind. The shades Honey Shine and Nude Illuminator have too many shimmer particles for my preference. They are not gritty or uncomfortable, but as the color fades, the shimmer becomes increasingly noticeable. Spiced Wine doesn’t have as much shimmer, but it is still there.

You can read my full review and see me wearing Revlon Spiced Wine here 👉🏽 Makeup Lately (ft Tom Ford Bronze Isle, Revlon Super Lustrous Glass Shine Balm, Maybelline Lifter Glaze Lip Balm, and more).

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BEST LIP OIL – **e.l.f Glow Reviver Lip Oil, $9

I briefly mentioned the e.l.f. Glow Reviver Lip Oil while reviewing the Clarins Comfort Lip Oil that was included in a Macy’s Lip Set. I like the thick formula of the Glow Reviver Lip Oil, and it leaves my lips in good condition. The thickness helps it stay on the lips for a while, but, like any glossy product, it isn’t built for longevity. The pigment is sheer and very shiny. It does have a peppermint scent. It doesn’t tingle in my experience, but the smell is strong enough to notice. I am aware of the controversy surrounding e.l.f.’s campaign with Matte Rife; however, many people still own these products, and discussing them can help put them into context for anyone who would like to know how they compare to possible replacements.

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2025 Best of Beauty Eyes Winners (click here to see all eyes winners)

BEST LENGTHENING MASCARA – **Lancome Lash Idole Flutter Extension Lengthening Mascara, $30

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	$ Sale Price $ 30.00 Regular Price
Lancôme Lash Idle Flutter Extension Lengthening Mascara | Shade: Black

The Lancome Lash Idole Flutter Extension Lengthening Mascara definitely delivers length. It even adds a little volume, but unfortunately, it is too heavy for my lashes. Upon initial application, it gives my lashes a lift, but after wearing it for about an hour, my lashes fall. For context, I can achieve a similar length without the added volume from Benefit’s Roller Lash, and it doesn’t cause my lashes to fall. The Lancome Definicils is also a good lengthening formula that doesn’t cause my lashes to drop either. I prefer the Lancome Lash Idole Flutter Extension Formula over the original Lash Idole Mascara, mainly because I always value length over volume. However, I also don’t have the issue of my lashes falling when I wear the original Lash Idole Mascara. Not sure what it is, but this one just disagrees with me.

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BEST EYE SHADOW STICK – ILIA Beauty Eye Stylus Shadow Stick, $32

Ok, this is an Allure Beauty Award Winner that I disagree with. I didn’t like these eyeshadow sticks and much prefer the shimmer and matte formulas from Laura Mercier, as well as the matte formula from NARS. They are all close in price, and the Laura Mercier ($33, 1.64g) and NARS ($34, 1.6g) have a slightly larger quantity than Ilia (1.5g). So I personally recommend looking into other options.

If you are interested in my full review, you can find it here 👉🏽 Makeup Fails (Givenchy Le Rouge Interdit Satin Lipstick and Ilia Eye Stylus Shadow Sticks).

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Since all of the winners of the Allure Best of Beauty Awards can only win through the brand’s own submission, there are many great products that you may not hear about through these awards. That is just something to keep in mind. This list doesn’t necessarily mean other products aren’t just as good (or better). Another thing to consider is that we may not always know the skin type and preferences of the editors who selected the items. The website features demos and testimonials, so additional information is sometimes available on who uses certain items. But overall, there can be some gaps in the information on how these items perform in varying people’s lives.

Do you enjoy seeing who wins awards from Allure? Did any of your favorites get an award this year?

Thanks for reading!

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If you’d like to check out more of my content, here are some places to start. 

• Blush Index
• Brands A-Z
• Bronzer & Highlighter Index
• Brush Index
• Concealer Ranking
• Eyeshadow Index
• Foundation Round-Up
• Lipstick Index
• Makeup Storage and Organization Ideas
• My Favorite Makeup
• Powder Round-Up

Disclaimer:  I purchased all products featured with my own money.  This site receives a minimal commission from participating in the WordAds program and using affiliate links (marked with **).  For my full disclosure policy, click here.