May 2025
The 2025 Bustle Beauty Awards
After going through thousands of submissions and months of testing, they’re here. Introducing the 100 standout beauty products that’ll breathe new life into your routines.
May 2025
After going through thousands of submissions and months of testing, they’re here. Introducing the 100 standout beauty products that’ll breathe new life into your routines.
As beauty editors, we have an intimate knowledge of just how many products are out there. (Based on our inboxes, it’s not an exaggeration to say that something new launches every day.) And because we live and breathe all things hair, skin care, makeup, nails, and more, we have a keen eye for what stands out on the shelves — and what you’ll actually want to spend your hard-earned money on: innovation, formulation, packaging, quality, and, above all, results.
With that in mind, Bustle joined forces with top industry experts, including celebrity hairstylists, makeup artists, and estheticians, and spent months researching and testing the year’s best products across six categories: skin, body care, hair care, makeup, fragrance, and nails. (It’s a hard job, but somebody has to do it.)
Somehow, we managed to narrow it all down to our picks for the 100 best-of-the-best launches of 2025. Keep reading to learn more about the products that we want to shout about from the rooftops — we know you’ll love what you find.
— The Bustle Beauty Team
Ash K. Holm is a celebrity makeup artist, best known for ideating some of the most well-known and beloved makeup beats for star-studded clientele, including Ariana Grande, Kim Kardashian, Megan Fox, Khloe Kardashian, Camila Cabello, Lindsay Lohan, and more.
Susy Oludele is a celebrity hair artist and founder of the Hair by Susy salon in New York and Los Angeles. She specializes in twists, protective styles, and innovative hairstyles, and has worked on stars like Beyoncé, Solange Knowles, Megan Thee Stallion, Brandy, and more.
Jenna Perry is a salon owner and sought-after celebrity hair colorist. With a client list that includes Kendall Jenner, Kaia Gerber, Bella Hadid, Emily Ratajkowski, and Lila Moss, she has popularized the term “Hot Girl Hair” and “NYC Blonde” thanks to her signature balayage technique.
Joseph Carrillo is a trailblazing facial sculptor and celebrity makeup artist with over two decades of experience. As the creator of the S.E.L.F. Method, he’s redefining the face category through structural massage and sculptural retraining.
Julie Kandalec is a celebrity nail professional whose clients include Jessica Chastain, Emily Blunt, Camila Cabello, P!nk, and Selena Gomez. As the founding creative director of Paintbox in New York City, Julie now shares two decades of experience with beauty professionals around the world as part of her online courses.
Golloria George, originally a refugee from South Sudan, is a beauty creator and inclusivity advocate. Her viral videos have highlighted gaps in the beauty industry, bolstering her as a powerful voice in the space. In 2024, she became the first South Sudanese woman named to Forbes’ 30 Under 30 list.
Soo-Young Kim Abrams is one of New York City’s most respected estheticians, known for her intuitive touch and the lasting relationships she builds with clients. After a decade in fashion and media, she brings an editorial eye and deep technical knowledge to skin care.
Mel Shengaris is a manicurist with over 25 years of experience. Since moving to Los Angeles from London, she’s worked on editorial photoshoots and on Hollywood red carpets with A-list clientele like Chelsea Handler and Dove Cameron.
Dr. Michelle Henry is a board-certified dermatologist and dermatologic surgeon. She’s the CEO and founder of Skin & Aesthetic Surgery of Manhattan, as well as the founder of The Henry Research Group. She is also the Clinical Instructor of Dermatology at Weill Cornell Medical College.
Sofie Pavitt Face
Fenty Beauty
Victoria Beckham Beauty
Photographs by Emma Chao
