Welcome to The Byrdies! This is our fifth-annual, ultra-comprehensive roundup of the best beauty products and treatments of 2025. Each year, we task our editors, together with a host of industry experts in skin, hair, nails, and makeup, to test, swatch, and blend hundreds—if not thousands—of products and select the greatest standouts. It’s a journey, but it’s one we love taking together.
When it comes to beauty, nothing is skin-deep. Our winners are based on efficacy, innovation, and value first, but they’re also chosen with the understanding that beauty is meant to be fun, personal, and experimental. Often, it’s that special something, that intangible quality, that can really make an offering stand out. The texture, the scent, the ritual of applying it—it all adds up to that falling-in-love feeling when you find a new formula or finish one you’ve loved for a long while. We took those sparkly memories into account when choosing our winners.
Here, you’ll find brand-new launches along with time-tested favorites in our biggest winners pool yet (169 products and treatments, to be exact). Together, each one has made an indelible mark on our routines in 2025. We hope you find as much magic in them as we have. Ready to get inspired?
— Hallie, Holly, and the rest of Team Byrdie