Tested by New technology, ingredients, and formulations launch constantly in the beauty industry—it’s almost impossible to keep up with the latest and greatest. The good news: We’re here to help. Good Housekeeping Institute’s Beauty Lab spent six months evaluating the newest innovations to find ones that truly stand out with top advancements and performance.
Keep reading for our can’t-miss products and tools.
Offering a whole new way to wash your face, these water-activated squares from Olay dissolve into a rich lather to remove dirt and oil effectively.
LAB RESULTS: The tiny squares wowed testers with their ability to wash away oils and impurities without irritating skin.
Prose’s AI-powered technology allows you to get a customized face serum with just a few clicks, no office or store visit required.
LAB RESULTS: Testers loved the texture, the ease of application, the quick absorption, and the personalization aspect.
Eighth Day’s formula boasts a blend of peptides, amino acids, and growth factors to help firm and tighten skin and improve the look of fine lines.
LAB RESULTS: Our testers gave it a perfect score for not causing redness or irritation. They also said it hydrated, softened, and made skin appear more radiant.
A three-step system for soft, smooth hands, Orveda’s trio includes a mask, a cream, and reusable silicone gloves.
LAB RESULTS: All testers said the system hydrated hands and reduced the appearance of fine lines and wrinkles after four weeks of use, without any irritation.
Wake up sleeping skin cells with Cetaphil’s microdosing technology, which delivers mandelic acid and cica extract to tighten skin.
LAB RESULTS: A full 100% of testers agreed that it spread evenly, leaving skin hydrated and eliminating ashiness and flaky patches.
Thanks to new patented nanotechnology, Dove’s nourishing body cleanser penetrates deep beneath the skin barrier to provide long-lasting hydration starting in the shower.
LAB RESULTS: All testers ( 100%) agreed that the creamy formula left skin feeling clean, soft, and moisturized and that it didn’t irritate skin.
You can now jump on the hair-bonding bandwagon with your hair dye, thanks to this new kit from Clairol. The formula’s three-step system uses an alpha hydroxy acid to strengthen hair from within, reduce damage during coloring, neutralize metals and minerals, and create subtle tonal effects.
LAB RESULTS: The Lab found that the dye worked to color bleached and damaged hair evenly with a close resemblance to the color on the packaging, left strands silky and soft, and had a pleasant scent.
Get a few extra days from your hairstyle with this liquid mist from K18 Biomimetic Hairscience—in addition to absorbing oil, it neutralizes odors (instead of masking them) using the brand’s new odor-binding technology.
LAB RESULTS: In a 30-person study, testers were able to extend the time between washes by an average of three to four days without a white cast or any buildup, Lab data analysis confirmed.
A longer barrel on this Hot Tools curler allows for simpler and faster styling and (bonus!) less damage. Ideal for longer hair, it can also help with hard-to-reach sections.
LAB RESULTS: This was literally a “hot tool” in our testing. It received perfect scores across the board for creating shiny-looking, well-defined, and long-lasting curls and waves, heating up quickly, having a comfortable grip, and being easy to maneuver.
GHD’s latest ceramic iron aims to minimize heat damage by maintaining a consistent temperature of 365°F. Plus, its new motion-responsive technology helps speed up styling.
LAB RESULTS: GH's testing found that it straightened fine to medium hair with just one stroke; thicker or textured hair may require a second pass. “When I used this, my wavy hair kept its straight shape the next day,” shared GH’s Beauty Lab director.
Don’t be deceived by its small size—this lightweight and powerful dryer from Gamma+ can keep up with its larger (and heavier!) competitors. Plus, it’s perfect for travel.
LAB RESULTS: Testers noted that the lightweight and compact design made the hairdryer easy to handle even for extended use. They also liked the consistent and strong airflow and that the tool dried hair quickly.
Create a salon-worthy blow-out with Dyson’s newest lightweight dryer. In addition to having a unique hook shape, it boasts a powerful motor that helps dry hair quickly with minimal heat damage.
LAB RESULTS: Thanks to its slim design, testers noted that it was comfortable to hold (especially during prolonged styling) and to maneuver and store. “It’s light and compact, which makes styling much easier,” said GH’s Beauty Lab director.
Three interchangeable brush heads on Drybar’s lightweight blowdryer brush create curly, wavy, or straight styles on all hair types and lengths. Plus, the ionic technology helps minimize frizz.
LAB RESULTS: Testers loved that the brush heated up quickly, was comfortable to hold, and had constant airflow. They also found that the tool was easy to operate and left their hair with body and movement after styling.
Boasting nine attachments and four heat settings, Sally Beauty’s all-in-one hairstyling system allows anyone to create their go-to look without multiple tools.
LAB RESULTS: This multitasker was highly rated for its versatility, ease of use, and overall performance. All testers found that the attachments went on smoothly and the tool wasn’t heavy. One noted that it worked particularly well for her thick and wavy hair.
Volume loss is no joke, especially when it happens in hands. Radiesse is injected into the backs of hands to plump skin, reduce the appearance of veins, and smooth wrinkles.
LAB RESULTS: Our tester was very impressed with the fast, dramatic results.
The UltraClear laser works on all skin types to reduce age spots and wrinkles and improve skin texture with minimal downtime. It offers multiple modalities too.
LAB RESULTS: “Quick and very tolerable,” said our tester of the treatment.
One of the newest neurotoxins on the block, Daxxify differs from others because of the addition of a stabilizing peptide that helps with skin texture.
LAB RESULTS: Our tester noticed less muscular movement in her face in just a few days, and it lasted longer than other options she’d tried.
Designed to tighten and tone skin, Nu Skin’s adaptive microcurrent technology adjusts to each person’s skin texture to find the most effective current.
LAB RESULTS: Testers liked that it was easy to use and didn’t cause discomfort.
Small but mighty, Therabody’s tool helps reduce puffiness and soothe skin. Lightweight and easy to use, it has hot and cold settings.
LAB RESULTS: Testers raved about its small size, fast temperature changes, and depuffing effects.
Ilios Lighting’s mirror swivels easily, changing from 1x to 5x magnification, and has a soft, diffused light that won’t strain eyes.
LAB RESULTS: Lab staff gave it high marks for its sturdy construction, generous size, lighting options, and rotational ability.
Finally, from Listerine, there’s an effective mouthwash that won’t irritate sensitive teeth and gums and instead, provides relief to those areas.
LAB RESULTS: "I have used this mouthwash consistently for two weeks and have noticed a decrease in daily sensitivity," says GH’s Beauty Lab Director. All users gave it the highest scores for long-lasting freshness and great flavor.
Crest’s newest paste goes beyond removing surface stains—it dissolves the bonds that lock stains onto teeth.
LAB RESULTS: This formula received the best score among whitening toothpastes for making teeth appear whiter after three weeks of use
Banish plaque with Colgate’s high-density floss-tip bristles, which get into the gumline and between teeth.
LAB RESULTS: All testers raved that the brush cleaned teeth effectively and made brushing convenient and said they would recommend it to others.
How We Test
To choose the winners, the GH Beauty Lab considered products and services across 16 categories including skincare, haircare, treatments, and tools. In addition to reviewing data and our own hands-on testing in the Lab, we recruited over 380 consumer testers to evaluate the products, tools, and treatments. Overall, we analyzed more than 5,000 data points about performance, usability, and efficacy.
Meet the experts
Sabina (she/her) is the director of the Beauty, Health & Sustainability Lab at the Good Housekeeping Institute, where she has overseen skincare, haircare and makeup testing since 2012. She also reviews applications, substantiates claims and evaluates products for the GH Seal and the Beauty Awards and Sustainability Awards programs. She has a B.S. in chemistry from Ithaca College and more than 16 years of experience working in the pharmaceutical and personal care industries.
Danusia (she/her) is a senior chemist in the Beauty and Personal Care Lab at the Good Housekeeping Institute where she evaluates haircare, skincare, cosmetics and beauty tools. She holds a B.S. in chemistry from St. John’s University and a M.S. in pharmaceutical sciences with concentration in cosmetic science from the University of Cincinnati. Danusia has over 15 years of experience in the personal care industry including formulation, product development, claim evaluation and performance testing. The number one skincare rule she lives by: never go to bed with makeup on.
Chiara (she/her) is a reviews analyst in the Beauty and Personal Care Lab at the Good Housekeeping Institute, where she’s been doing hands-on testing of beauty products since 2022. She also covers aesthetic treatments like injectables and lasers. She earned her bachelor’s degree in chemistry from Columbia University. Before joining GH, she worked as a cosmetic chemist, formulating skincare products for a variety of brands and learning to decode ingredient lists, evaluate ingredient efficacy and scrutinize product claims. When not at GH, you can find her wandering the beauty aisles of the drugstore.
