The Ipsies: 2025 Beauty Awards Are Here—Meet the Winners

And The Ipsies: 2025 Beauty Award Goes to…

Best Eye Product: RARE BEAUTY Mini Perfect Strokes Universal Volumizing Mascara

Whatever your lash type (short, straight, long, etc.), this mascara was made just for you. The unique curvy brush features a combo of long bristles to create length and short bristles to add volume, plus, the bristles hold the perfect amount of formula to give buildable, weightless volume in a swipe.

Best Lip Product: FENTY BEAUTY Gloss Bomb Universal Lip Luminizer

Known for its high-shine finish and non-sticky formula, this award-winning gloss from Rihanna’s FENTY BEAUTY enhances lips with a luscious, fuller look. Available in a range of shades, it’s a go-to for adding a touch of glitz to any makeup routine. ​We also love how it’s loaded with nourishers like squalane, vitamin E, and kiwi oil to help keep lips luscious and plump for up to eight hours.

Best Cheek Product: ONE/SIZE Cheek Clapper 3D Blush Trio Palette

Want a blush formula so good that it wins awards? You’re looking at it. This three-in-one ultra-pigmented blush palette from brand founder, creator, and Hitting Pan guest Patrick Starrr blends and blurs beautifully, so you can wear each shade alone or layer up for the ultimate 3D pop.

Best Complexion Product: CHARLOTTE TILBURY Beautiful Skin Foundation

We’ve found it! A foundation that provides the medium coverage you crave while still looking just like skin. It’s also packed with some serious skincare goodness, like hyaluronic acid (hello, hydration!), rose complex (to help brighten and smooth), and Bix-Activ (to help reduce shine and blur the look of pores).

Best Cleanser: INN BEAUTY PROJECT Keep It Clean Hydrating Gel Cleanser

This hydrating gel cleanser helps remove makeup, grime, and extra oil without the skin-stripping drama. Packed with amino acids, ceramides, and vegan collagen, this cool combo works its magic, helping to leave your skin soft, hydrated, and oh-so smooth.

Best Serum: BYROE Hydrangea Tea Intensive Hydration Serum

This luxe serum quenched our skin’s thirst like no other. Powered by antioxidant-rich hydrangea and nourishing botanicals, it helps deeply hydrate, plump, and restore radiance—leaving skin dewy, smooth, and ready for the spotlight.

Best Moisturizer: FIRST AID BEAUTY Ultra Repair Cream

This isn’t just a moisturizer—it’s a skin savior. With its whipped, cushiony texture and dermatologist-approved ingredients like shea butter and colloidal oatmeal, it rescues dry, flaky, stressed-out skin faster than you can say “hydration station.” Sensitive skin? Eczema? Flakes? No problem. This one puts the “Ultra” in “Ultra Repair.”

Best Body Product: DRUNK ELEPHANT Wonderwild™ Miracle Butter

Meet your dry-skin miracle: this multi-use salve helps soothe chapped, irritated, or compromised skin. Restorative plant butters (like marula, mango, and shea) help shield your skin from environmental stressors, while antioxidant- and fatty acid-rich plant oils (like pumpkin, green tea seed, and rosehip) deeply nourish and help strengthen.

Best Hair Product: DEW OF THE GODS Amalfi Gold Hair Serum

This luxe oil is basically hair gold. It’s formulated with both olive and argan oils to help provide your strands with a natural shine while also offering protection from heat tools and the sun. Plus, the ultra-light texture helps keep your hair frizz-free and wouldn’t even think of weighing it down.

Best Scent: COMMODITY FRAGRANCES Juice Expressive

One spritz, and you're the main character. Juice Expressive serves up fruity-meets-floral with a grown-up twist—think ripe citrus, lush blooms, and just enough edge to make people stop and say, “Wait…what are you wearing?” It’s juicy, it's joyful, and it’s your new signature scent.

Hottest Product Launch: BENEFIT COSMETICS The POREfessional Matte Primer

This featherweight primer is a multitasking marvel, smoothing away the appearance of pores, locking in makeup, and absorbing excess oils for a flawless and natural-looking matte finish that lasts. Powerhouse ingredients, like niacinamide (a form of vitamin B3) and rosehip extract, help to brighten dull skin and improve hydration while reducing oil production to cut down on shine.

Member-Favorite Brand: TARTE™

TARTE™ is the Taylor Swift of beauty—a certified crowd-pleaser with hits for every era. From concealers that actually conceal to palettes that make you look like you hired a pro, TARTE™ delivers high-performance naturals with zero compromise. Eco-friendly, cruelty-free, and glam AF? No wonder IPSY members can’t get enough.

Member-Favorite Brand: Mexico Edition: ELEMIS 

When luxury meets results, you get ELEMIS. This skincare powerhouse brings the spa home with sensorial textures and clinically-backed formulas that feel as good as they perform. Whether it’s marine collagen or miracle balms, ELEMIS has mastered the art of indulgent transformation—and our Mexico Ipster community agrees.

Creator-Favorite Brand: GLOW RECIPE

Ask any creator what’s on their top shelf, and chances are it’s a glass skin moment from GLOW RECIPE. With watermelon drops, avocado cleansers, and a rainbow of fruit-powered potions, this brand makes skincare both effective and straight-up joyful. It’s clean, it's colorful, and it’s constantly going viral—for good reason.

Best Indie Brand: FORMULA Z

FORMULA Z isn’t here to play—it’s here to slay. This breakout indie brand is all about bold color, boundary-pushing formulas, and beauty that speaks loudly for everyone. Inclusive, fearless, and full of personality, it’s no wonder this underdog became a must-have for makeup lovers who don’t follow rules—they rewrite them.

Most Innovative Brand: DANESSA MYRICKS BEAUTY

When Danessa Myricks creates, the industry pays attention. Her namesake brand is an innovation lab disguised as a beauty brand—blurring the lines between skincare, pigment, and pure artistry. With formulas that blend skincare science, editorial pigment, and artistry that defies convention, every launch leaves pros and beginners alike wondering, “How did she do that?” 

Best Brand-Creator Collab: ANASTASIA BEVERLY HILLS x Aditya Madiraju

This wasn’t just a collab—it was a celebration. To honor Diwali, the Festival of Lights, ANASTASIA BEVERLY HILLS partnered with beauty creator and cultural tastemaker Aditya Madiraju on a collection of limited-edition lip bundles designed to reflect the joy, light, and tradition of the holiday. Handpicked by Madiraju for their universal wearability and festive flair, each product invites everyone—from beginners to experts—to shine bright. It was a moment that blended culture, creativity, and major glam in one luminous drop.

Biggest Breakout Brand: LITHE BEAUTY

New on the scene and already changing the game, LITHE BEAUTY is the cool girl of clean beauty—effortless, elevated, and impossibly chic. With conscious formulations and a commitment to inclusivity, this breakout star proves that clean beauty doesn’t have to be beige and boring. Consider the industry officially on alert.

Beauty Trailblazer: Divya Gugnani, Founder of 5 SENS and Co-Founder of WANDER BEAUTY

Divya Gugnani isn’t just ahead of the curve—she is the curve. With a career that spans Wall Street to wellness to your top shelf, she’s built not one, but multiple brands that speak directly to the needs (and realities) of today’s beauty lover. WANDER BEAUTY redefined beauty-on-the-go before minimalist routines were cool, and her latest venture, 5 SENS, is a love letter to clean luxury that engages all five senses—literally. She has a knack for launching products that multitask as effortlessly as she does, backed by years of sharp business acumen and unmatched intuition. Whether she’s scaling startups or mentoring the next generation of founders, Gugnani’s impact is seismic. A visionary, a builder, and a boundary-breaker—she’s not just blazing trails, she’s building the whole dang highway.

Force of Beauty: Laurie Lam, Chief Brand Officer at E.L.F. BEAUTY 

Laurie Lam is the powerhouse behind one of the boldest beauty transformations in the industry. Under her leadership, E.L.F. went from fan-favorite to full-on cultural phenomenon—dominating TikTok, winning over Gen Z, and setting new standards for what it means to be an accessible, ethical, and innovation-forward brand. She’s the creative force behind viral launches, barrier-breaking partnerships, and disruptive campaigns that don’t just sell product—they spark conversation. Whether tackling taboos, challenging industry norms, or championing inclusivity, Lam blends purpose with play to drive real change. A force of nature, a force of leadership, and yes, a Force of Beauty.