Countless beauty products are crowding store and online shelves (and social media!), making lofty get-gorgeous promises. To cut through the clutter, Good Housekeeping Institute Beauty Lab scientists spent nearly a year rigorously testing hundreds of the latest launches to find the skin, hair and makeup buys that really perform.

Meet the Experts

How We Tested

Scientists in the GH Beauty Lab evaluated 598 beauty products in seven main categories to determine the best on the market. They assessed performance using specialized equipment in the GH Beauty Lab (see below), collecting 1,869 measurements. Products were also distributed to 819 consumer testers with a wide range of skin tones and types, hair textures and types, and ages, who reported 10,776 points of feedback on their attributes, ease of use and effects. These sets of data were then utilized to identify the winners.

Be a product tester! Sign up for a GH+ membership and register for the chance to be one of our consumer testers.

Peek Inside the GH Beauty Lab

See some of the state-of-the-art tools Lab scientists use to assess product efficacy, setting our testing above the rest.

Courage + Khazaka Corneometer Device

For: Face and body moisturizers

How it works: Measures skin hydration levels before and after application of a precise dose of product over a set time period.

Swatch Wash Station

For: Shampoos, conditioners, hair color

How it works: Controls water temperature and flow rate to keep them constant when we test products on human hair samples.

Instron Machine

For: Shampoos, conditioners, leave-in conditioners, hair masks

How it works: Calculates the force needed to comb through wet hair, determining a product’s conditioning ability.

Q-Lab QUV Accelerated Weathering Tester

For: Haircolor-related products

How it works: Exposes hair samples to UV light over time to gauge color fading.

Verivide Digieye System

For: Haircolor-related products

How it works: Quantifies color change in dyed hair samples after washing, drying and exposure to UV light.

Bossa Nova Shuffle Modular Hair Testing System

For: Anti-frizz hair products

How it works: Measures changes in hair volume to ascertain frizz-control effects.

Beauty Awards Symbol Glossary

Look for these marks next to the winning products to guide your shopping.

SkinMedica Even & Correct Advanced Brightening Treatment, innisfree Daily UV Defense Invisible Broad Spectrum SPF and Thayers Soak It Up 80 HR Liquid Moisturizer

PCA Skin Pro-Max Age Renewal and Mary Kay TimeWise Nighttime Recovery

rare beauty, hawaiian tropic, palmers and coco & eve body products

KERASTASE Elixir Ultime Original Oil and Sally Beauty BondBar Lamellar Water Conditioning Rinse

Valentino Beauty Spike Valentino Buttery Matte Lip Color and WYN BEAUTY by Serena Williams Acceptance Speech Shimmering Hydrating Lip Gloss

Charlotte Tilbury Exagger-Eyes Volume Mascara, COVERGIRL Clean Invisible Foundation and Armani Beauty Luminous Silk Concealer

Credits: Photography by Mike Garten. Prop Styling by Alex Mata. Illustrations by Brown Bird Design.

Hairstylist Panel: Michelle Hong, founder of NYC The Team Salon; Kevin Kelly, owner of Kevin Kelly Salon in Keyport, NJ; Becca Mutchler, hairstylist in North Canton, OH; Jennifer Korab, founder of Renaissance Salon & Spa in Hillsborough, NJ