Us Weekly Brand Icon Awards 2026: Our Beauty Winners Worth Adding to Your Routine

Best Blush

Selena Gomez’s Rare Beauty has made a name for itself with approachable makeup designed to deliver noticeable results, and this liquid blush is a standout. Its highly pigmented formula means a little goes a long way, making it easy to build a fresh flush or a more dramatic pop of color. Senior Commerce Editor Madi Koetting said it’s the only blush she has used for the past three years, noting that it even lasts through 10+ hour days.

Best Lash Lengthener

Jessica Alba’s Honest Beauty brings convenience to the makeup bag with its dual-ended mascara and lash primer. The two-sided wand helps separate, lengthen and darken lashes, making it a useful pick for anyone who wants a defined look without packing multiple products. Commerce Writer Savannah Born said the formula surprised her after years of using the same mascara, and she appreciates its travel-friendly design.

Best Eyeshadow

Ariana Grande’s REM Beauty brings a playful, performance-inspired edge to makeup, and a liquid eyeshadow is a straightforward way to add dimension to an eye look. If you want shimmer without the fuss, this lustrous formula is for you. Wear it on its own for a quick statement or layer it with matte shadows for more depth.

Best Mascara

Created by Lady Gaga’s beauty brand, this mascara deserves attention for its lash-enhancing performance, not just its star power. “This mascara gives my lashes more length and lift than any I've tried, making it one of the few formulas I reach for again and again,” Commerce Editor Lauren Anderson said, adding that it creates a “wide-awake, lifted look” without requiring multiple coats.

Best Milky Toner

Hailey Bieber’s Rhode combines skincare-inspired ingredients with an understated beauty aesthetic. Rhode’s Glazing Milk is designed to fit into the prep steps that help skin look fresh and hydrated before makeup. This milky formula is a natural fit for anyone looking for a dewy-looking finish and who wants a product that can slot into their existing routine.

Best Body Butter

A rich body butter can make moisturizing feel like a treat rather than another step on your to-do list. Founded by model and entrepreneur Josie Maran, this whipped formula pairs a nourishing-feeling texture with a warm vanilla-apricot scent. Commerce Writer Savannah Born said it keeps her skin hydrated for hours and that the scent sometimes replaces her perfume.

Best Brightening Serum

Jennifer Lopez’s beauty brand focuses on skincare inspired by her signature glow, but a good serum still needs to fit comfortably into a daily routine. This brightening formula is designed to give you a more radiant and refreshed complexion. Commerce Writer Savannah Born said the gel texture leaves her skin looking bouncy and hydrated without the tight feeling she has experienced with some firming serums.

Best Anti-Aging Serum

Cindy Crawford co-founded Meaningful Beauty, a skincare line centered on maintaining a healthy-looking complexion. This night cream combines a nourishing texture with retinol, an easy addition to nighttime skincare. Commerce Writer Savannah Born said she originally tried it in pursuit of Crawford’s radiant-looking skin. She noted that her complexion looks smoother and refreshed in the morning without feeling dried out.

Best Skin Cream

Founded by Pamela Anderson, Sonsie focuses on skincare essentials with a pared-back approach. The Adapt Peptide Barrier Cream is designed to help support the skin barrier and keep skin feeling comfortable — a practical option for anyone who wants a dedicated cream in their routine.

Best Retinol

Founded by Miranda Kerr, KORA Organics offers a plant-focused approach to skincare. This serum is positioned as a retinol alternative for shoppers who want a smoother, plumper-looking complexion but prefer a different approach to their routine. Commerce Writer Savannah Born said the formula gives her skin a plump, dewy finish and feels gentler than retinol.

Best Lip Tint

Rhode’s Peptide Lip Tint adds a sheer wash of color and glossy-looking shine, making it an easy finishing touch for everyday makeup or a more polished look. Sweet Apple offers a playful color option if you like a lip that pops!

Best Face Mist

Created with Alicia Keys, Keys Soulcare brings a ritual-minded approach to beauty. This refreshing mist is a lightweight step that can complement any skincare routine. Its simple, spritz-on format makes it convenient to keep on a vanity or in a bag.

Best Everyday Moisturizer

A good daily moisturizer should feel comfortable on the skin and fit into a routine without requiring much thought. Honest Beauty’s Hydrogel Cream is a lightweight face lotion that delivers intense moisture without feeling greasy.

Best Brow Treatment

Beyoncé’s Cécred is best known for its haircare focus, but the brand’s lash and brow treatment brings the same attention to grooming details. This leave-on product offers a targeted format, making it easy to add to an existing regimen without introducing a lengthy new step.

Best Styling Cream

Tracee Ellis Ross founded PATTERN to serve the needs of curly, coily and tightly textured hair. Its styling cream can be worked into a styling regimen when creating defined curls or adding a more polished finish.

Best Clarifying Shampoo

Product buildup can leave the scalp and hair feeling less than fresh, making a clarifying wash a useful addition to a regular haircare rotation. Cécred’s Clarifying Shampoo & Scalp Scrub combines cleansing with a scalp-focused scrub step, made for anyone who wants an occasional reset in between usual washes! Senior Commerce Editor Madi Koetting said she consistently uses this clarifying shampoo and scalp scrub, noting it makes her naturally curly hair feel clean and refreshed. The luxurious scent feels like an at-home spa treatment.

Best Fruity Fragrance

Founded by Michelle Pfeiffer, Henry Rose offers fragrance with an emphasis on ingredient transparency. Ripe is a bright, fruity scent without going overly sweet. Commerce Editor Samantha Sutton described it as “Fruity, but light and not too sweet,” making it a good choice for fragrance fans who prefer a more balanced fruit-forward profile.

Best Everyday Scent

Courteney Cox founded Homecourt with a focus on elevated home and body essentials. A body mist is an easy way to add fragrance without committing to the intensity of a traditional perfume, whether you spritz it after a shower or use it for a midday refresh. Its simple format makes it a versatile addition to a daily self-care routine.

Best Cozy Scent

Ariana Grande’s fragrance collection has built quite a following among those who like approachable, distinctive scents! Cloud is a recognizable pick for fragrance lovers seeking a soft, cozy-feeling profile that works as an everyday scent or as part of a fragrance wardrobe.

Best Unique Fragrance

Founded by Bella Hadid, Orebella approaches fragrance as part of a personal ritual. Window2Soul is a distinctive option if you’re not a fan of traditional perfume-counter staples. It brings a sensorial element to a beauty routine and can be a thoughtful choice for anyone building a more individual fragrance collection.

Best Signature Scent

Billie Eilish’s fragrance line gives fans and fragrance lovers another way to explore the singer’s distinctive aesthetic. Eilish Intense is the deeper, more dramatic option for those who gravitate toward bold scents and want a fragrance that feels especially suited to evenings or cooler weather.