Category: HEALTHY-FOOD

  • 11 Best Medicube Skin-Care Products for Smoother, Clearer Skin

    11 Best Medicube Skin-Care Products for Smoother, Clearer Skin

    Image contains Allure editors with their favorite Medicube products surrounded by a collage of the top Medicube productsCollage: Jemeria Davison; Source images: Courtesy of Allure editors and brandsSave StorySave this storySave StorySave this story

    What stands out most about the best Medicube products is how they make K-beauty skin care feel simple, effective, and genuinely approachable—both in routine and in price. Many fans have streamlined their routines down to a handful of hero products that deliver that same glass-skin glow you’d expect from a full 10-step lineup (a major win for anyone short on time). For those with dry or sensitive skin, the brand’s formulas are especially appealing—they multitask without overwhelming the skin barrier.

    Medicube relies on ingredients practically synonymous with Korean skin care. You’ll find polydeoxyribonucleotides (PDRN), derived from salmon DNA, to help support skin renewal and improve the appearance of uneven tone. Many formulas also feature Centella asiatica (a.k.a. cica), a go-to for soothing. “Sensitive skin is a very common skin type in Korea due to high pollution levels," says Charlotte Cho, cofounder of K-beauty retailer Soko Glam based in New York City. “As a result, sensitive-skin friendly ingredients, such as cica, are frequently seen in Korean beauty products to calm inflammation, redness, and irritated skin.”

    Our Top Medicube Products

    • No Ghosting: No Cast Just Glow Collagen Sunscreen, $22 $15
    • Pretty in Pink: Pink Peptide Serum, $22 $15
    • Set the Tone: Collagen Milk Toning Wrapping Mask, $22 $15
    • Pore Over This: Zero Pore Pads, $31 $15
    • R You Glowing Yet?: Age-R Booster Pro, $228 $132
    • Bursting Bounce: PDRN Pink Collagen Capsule Cream, $22 $16

    Beyond ingredients, Medicube’s textures are part of the appeal: Think foam serums that feel like whipped bubbles and collagen creams that burst on contact, releasing pockets of hydration that melt right into skin. You'll find a routine that feels as enjoyable as it is effective.

    R You Glowing Yet?: Age-R Booster Pro

    Medicube Age-R Booster Pro in branded component on a light gray backgroundSave to wishlistSave to wishlist

    Medicube

    Age-R Booster Pro

    $220

    Amazon

    Allure editor in chief Jessica Cruel using the Medicube Age-R Booster Pro

    Jessica Cruel

    Why it's worth it: Most microcurrent devices make big promises, but then lose you somewhere between all the extra attachments and the hunt for the right conductive gel. It’s why so many end up buried in a drawer, forgotten after just a few uses. Medicube’s Age-R Booster Pro stands out by keeping this streamlined (just the device and your go-to serum). But don’t confuse simple for basic. It delivers on versatility with four built-in modes: Booster Mode (electroporation) to enhance product absorption, MC Mode (microcurrent) to target fine lines, Derma Shot Mode (EMS) to firm and contour, and Air Shot Mode to support pore elasticity.

    Tester feedback from editor in chief Jessica Cruel

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    "I must say: This is the most powerful device I have ever used. Setting three out of five had my muscles twitching (in a good way). I also like that it has a screen that tracks the time, so I don't have to keep track of beeps. I find the user experience is better than many microcurrent devices I've used in the past.” —Jessica Cruel, editor in chief

    Jessica has normal skin and has been using the Medicube Age-R Booster Pro once a month for six months.

    Product highlights

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    • Four modes (Booster Mode: Electroporation, MC Mode: Microcurrent, Derma Shot Mode, and Air Shot Mode: Electric Needles)
    • Five intensity levels each
    • Medicube AGE-R App compatibility
    • USB-C charging cable

    How the brand tested this product's efficacy

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    Medicube conducted clinical studies for all four modes used in combination with skin-care products and lists these statistics on its Singaporean site:

    • Forehead volume: improved by 35.9% after 2 weeks of use
    • Smile lines: improved by 24.2% after 2 weeks of use
    • Between the brows (11s): Improved by 16.1% after 2 weeks of use
    • Crow's feet: improved by 12.6% after 2 weeks of use
    • Neck lines: improved by 11.8% after 2 weeks of use
    • Skin density: improved by 5.46% after 2 weeks of use

    Burst of Radiance: Collagen Glow Bubble Serum

    Medicube Collagen Glow Bubble Serum peach bottle with rose gold cap on light gray backgroundSave to wishlistSave to wishlist

    Medicube

    Collagen Glow Bubble Serum

    $22 $20 (9% off)

    Amazon

    Why it's worth it: Korean skin-care brands are known for their sensorial textures, and the Collagen Glow Bubble Serum has to be one of the most fun we’ve ever tried. The airy mousse has a fluffy, cloud-like texture—almost reminiscent of a light shaving foam—as it melts into the skin. Beyond the playful application, it delivers real benefits for all skin types, especially mature skin: Collagen and elastin help support firmness and bounce while hyaluronic acid draws in hydration to keep skin looking plump and dewy. True to its name, this “bubble serum” is featherlight yet deeply hydrating, though our tester notes you might notice a slight tackiness for a minute or two as it settles in.

    Allure contributing commerce writer Christa Joanna Lee applying the Medicube Collagen Glow Bubble Serum

    Christa Joanna LeeLee after applying the Medicube Collagen Glow Bubble Serum

    Lee after applying the Medicube Collagen Glow Bubble Serum

    Christa Joanna Lee

    ​​Tester feedback from contributing commerce writer Christa Joanna Lee

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    “This serum has a light, foamy texture that sits somewhere between a gel and a mousse—it’s a little unusual at first, but easy to get used to. Once it settles, it leaves an ever-so-slight tacky finish that works well during the day, giving makeup something to grip onto so it applies more evenly.” —Christa Joanna Lee, contributing commerce writer

    More to know

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    • Key ingredients: collagen, elastin, hyaluronic acid
    • Fragrance-free: no

    No Ghosting: No Cast Just Glow Collagen Sunscreen

    Medicube No Cast Just Glow Collagen Sunscreen SPF 50 in branded tube component on a light gray backgroundSave to wishlistSave to wishlist

    Medicube

    No Cast Just Glow Collagen Sunscreen

    $22 $19 (14% off)

    Amazon

    Why it's worth it: K-beauty sunscreens are always trying to outdo themselves—who can make the most lightweight, zero-white cast, skin-care-packed formula yet? So when Allure’s resident K-beauty expert said she found the “glowiest sunscreen ever,” our ears perked up. If dull, tired-looking skin is the concern, Medicube’s No Cast Just Glow Collagen Sunscreen SPF 50 makes a strong case for itself. The chemical formula layers protection with a nourishing, skin-care-forward lineup: Niacinamide helps visibly brighten and even tone, while hyaluronic acid pulls in hydration so skin looks plumper and fresher, never greasy. Collagen and peptides add that softly cushioned, lit-from-within finish, and soothing Centella asiatica keeps skin calm and comfortable.

    Allure commerce editor Sarah Han applying the Medicube No Cast Just Glow Collagen Sunscreen

    Sarah HanHan after applying the Medicube No Cast Just Glow Collagen Sunscreen

    Han after applying the Medicube No Cast Just Glow Collagen Sunscreen

    Sarah Han

    Allure managing editor Alessandra Foresto applying the Medicube No Cast Just Glow Collagen Sunscreen

    A selfie of Allure managing editor Alessandra Foresto after applying the Medicube No Cast Just Glow Collagen Sunscreen

    Foresto after applying the Medicube No Cast Just Glow Collagen Sunscreen

    Alessandra Foresto

    Tester feedback from commerce editor Sarah Han

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    “Medicube was not lying about the 'No Cast, Just Glow' name. This is one of the glowest, most brightening sunscreens I've ever tried, and boy, does my dried-out winter skin appreciate it. (Full disclosure: I don't think my combo skin could handle this during the warmer months, lest I want to venture straight into greasy, not glowy, territory.) It does take a beat to fully rub in—granted, I go a little heavy on application, but better to overdo it than…underdo it—but once you do, there's nary a trace! The ingredients are quite familiar to the average skin-care lover, but something about this lineup—niacinamide, cica, peptides, and collagen—ups the dewy ante by a lot, and I'm glad for it. I can easily skip my a.m. moisturizer and it also doubles as a hydrating primer. Win, win, and win." —Sarah Han, commerce editor

    Tester feedback from managing editor Alessandra Foresto

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    “Like a good beauty editor, sunscreen is not a step I skip even on the darkest, rainiest days. I like this Medicube SPF because it's light and absorbs quickly but still feels moisturizing, plus it has a very subtle radiant finish. Unlike other sunscreens, it doesn't leave a white cast behind and it also doesn't feel thick and sticky on my face. But, most importantly for me, it does not make my makeup pill. I use it as the last step in my moisturizing routine every morning, after a hyaluronic acid serum and a moisturizing cream, and before concealer and foundation.” —Alessandra Foresto, managing editor

    More to know

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    • Sunscreen type: chemical
    • Key ingredients: 13.6% homosalate, 9% octocrylene, 4.5% octisalate, 2.7% avobenzone, hyaluronic acid, niacinamide, ceramides, collagen, peptides, Centella asiatica
    • Fragrance-free: yes

    Very A-peel-ing: Collagen Wrapping Mask

    Medicube Collagen Night Wrapping Mask in branded tube component on a light gray backgroundSave to wishlistSave to wishlist

    Medicube

    Collagen Wrapping Mask

    $19

    Amazon

    Allure features director Dianna Mazzone Singh peeling off the Medicube Collagen Night Wrapping Mask

    Dianna Singh

    Why it's worth it: No wonder Medicube’s Collagen Wrapping Mask has gone viral—there aren’t many skin-care products that deliver that kind of instant gratification. Still, the appeal goes beyond the peel. Unlike traditional peel-off masks that focus on quick, surface-level results, this one acts more like an overnight cocoon, sealing in hydration while you sleep before lifting away in the morning. The thick, elastic texture sets into a flexible film that feels cushioning rather than tight.

    Inside, it’s packed with familiar favorites: collagen, hyaluronic acid, and ceramides to help skin look plumper and hydrated, plus niacinamide to boost glow and adenosine to smooth the look of fine lines. A few less-expected additions—like agave stem extract and chlorella (a nutrient-rich algae)—support skin resilience, so you wake up looking refreshed, not just temporarily glazed.

    Tester feedback from features director Dianna Singh

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    "The way my skin looks with a layer of Medicube Collagen Night Wrapping Mask is exactly how I want my skin to look without it: glassy, glowy, and clear. And with each overnight—yes, overnight—application of its niacinamide- and hyaluronic acid-infused formula, I get a little bit closer to that goal. I've been using it once or twice a week and never cease to be delighted by the satisfaction of peeling it away in the morning." —Dianna Singh, features director

    More to know

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    • Mask type: peel-off mask
    • Key ingredients: hyaluronic acid, niacinamide, glycerin, vitamin E, ceramide Np, collagen extract

    Set the Tone: Collagen Milk Toning Wrapping Mask

    Medicube Collagen Milk Toning Wrapping Mask in branded tube component on a light gray backgroundSave to wishlistSave to wishlist

    Medicube

    Collagen Milk Toning Wrapping Mask

    $22 $19 (14% off)

    Amazon

    Han applying the Medicube Collagen Milk Toning Wrapping Mask

    Sarah Han

    Why it’s worth it: Unlike the original Collagen Wrapping Mask, which stays put overnight, the Collagen Milk Toning Wrapping Mask gets to work in just 20 minutes. And if you’ve ever browsed beauty shelves in Seoul, you’ve likely seen the phrase “tone-up” everywhere—no, it doesn’t relate to toner. It’s actually pretty literal, referring to formulas that help visibly brighten, even out, and clarify your overall skin tone.

    This particular peel-off mask creates that effect with niacinamide, alpha-arbutin, and glutathione to target dullness and discoloration on the spot, while collagen water and collagen amino acids add a subtle, bouncy plumpness. Milk protein extract gives skin that softly blurred finish, and ceramides, Centella asiatica, and panthenol round things out with barrier support. As it sets, the formula forms a flexible, opaque wrapping layer that seals everything in.

    Image may contain Face Head Person Photography Portrait Happy Smile Body Part and Mouth

    Han before applying the Medicube Collagen Milk Toning Wrapping Mask

    Image may contain Head Person Face Adult Photography Portrait Happy Smile Cosmetics Lipstick and Skin

    Han after applying the Medicube Collagen Milk Toning Wrapping Mask

    Tester feedback from Han

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    “Nothing against overnight masks, but this tosser-and-turner simply doesn't mesh with that sort of wear time. Medicube's most viral collagen mask may be the overnight formula but I jumped for joy when I heard the K-beauty brand launched a 20-minute milky version. It is a little sticky when applying (to be expected, though), but easy to slather on a thick layer—crucial to a seamless peel-off. (It's ok if said layer isn't super even!) After time is up and I remove the mask, my skin definitely looks a bit brighter (thanks niacinamide), though I'm not sure about the firming claims. I'll leave that task to my heavier-duty, leave-on serums. All in all, it's a solid mask I can see myself using once a week.” —Sarah Han, commerce editor

    More to know

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    • Key ingredients: niacinamide, alpha-arbutin, glutathione, collagen water, collagen amino acids, ceramides, Centella asiatica, panthenol
    • Fragrance-free: yes

    Pretty in Pink: Pink Peptide Serum

    Medicube PDRN Pink Peptide Serum in branded dropper component on a light gray backgroundSave to wishlistSave to wishlist

    Medicube

    Pink Peptide Serum

    $22 $19 (14% off)

    Amazon

    Allure video producer Lauren Alberti applying the Medicube Pink Peptide Serum

    Lauren Alberti

    Why it's worth it: This won’t be the first time you’ll hear about PDRN. It works so well because these topical salmon DNA derivatives are “very similar to human DNA and can help with skin quality, luminosity, and texture,” New York City-based board-certified plastic surgeon Jennifer Levine, MD, told Allure. The supporting players do their part, too: Niacinamide helps brighten and refine, while adenosine and a multi-peptide blend (including copper peptides) lend a firmer, healthier-looking finish. Hydrators like glycerin and sodium hyaluronate keep things comfortably plump, and a mix of botanical extracts—rose, turmeric, holy basil—adds a calming layer.

    Tester feedback from video producer Lauren Alberti

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    “I've been using this product for the last few months as part of my never-ending battle against dry skin. After a few uses, I could see that this was definitely contributing to more hydrated-looking skin, helping me achieve that dewy glow. I typically use it with the Medicube Booster Pro to really get the product into my pores.” —Lauren Alberti, video producer

    More to know

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    • Key ingredients: salmon PDRN, niacinamide, adenosine, peptides, glycerin, sodium hyaluronate, rose, turmeric, holy basil
    • Fragrance-free: no

    Pink Drink: PDRN Pink Vita Coating Sheet Mask

    Medicube PDRN Pink Vita Coating Sheet Mask pink face mask sachets on light gray backgroundSave to wishlistSave to wishlist

    Medicube

    PDRN Pink Vita Coating Sheet Mask

    $22 $20 (9% off)

    Amazon

    Why it's worth it: In this face mask, PDRN not only helps repair a compromised skin barrier but also works to fade dark spots and hyperpigmentation, revealing a brighter, healthier-looking complexion over time. It’s also infused with collagen and pink vitamin B12 to help soften the look of fine lines, restore elasticity, and refine overall skin texture. The sheet itself hits that ideal middle ground: not so flimsy that it bunches or folds in on itself, but not so thick that it feels stiff or prone to slipping. It hugs the contours of your face, stays in place without constant adjusting, and makes the whole experience feel comfortable, soothing, and—yes—like a true self-care moment.

    Lee applying the Medicube PDRN Pink Vita Coating Sheet Mask

    Christa Joanna LeeLee after applying the Medicube PDRN Pink Vita Coating Sheet Mask

    Lee after applying the Medicube PDRN Pink Vita Coating Sheet Mask

    Christa Joanna Lee

    Tester feedback from Lee

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    “I’ve tried enough sheet masks to know that if it won’t stay put, I’m already annoyed. This one is so clingy in the best way. I usually mask while I’m WFH, sitting upright at my desk, so that alone is a huge win. It also has this consistently cool, refreshing feel, even in the warmer months. Paired with the formula, it leaves my skin feeling really comforted and calm afterward.” —Christa Lee, contributing commerce writer

    More to know

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    • Key ingredients: salmon PDRN, collagen, pink vitamin B12
    • Fragrance-free: no

    Pore Over This: Zero Pore Pads

    Medicube Zero Pore Pads 2.0 in branded tub component on a light gray backgroundSave to wishlistSave to wishlist

    Medicube

    Zero Pore Pads

    $31 $19 (39% off)

    Amazon

    Allure associate social media manager Katie Gunderman applying the Medicube Zero Pore Pads

    Katie Gunderman

    Why it’s worth it: No offense to the classic cotton pad you soak yourself with, but it never quite hits the same, especially if you have acne-prone skin, where too much product or extra friction can make things worse. Pre-soaked toner pads take the guesswork out, giving you a consistent amount of formula every time and a gentler, more controlled swipe.

    Medicube’s Zero Pore Pads are saturated with a clarifying blend that exfoliates dead skin, absorbs excess oil, and helps keep pores looking clear without overdoing it. Salicylic acid works deep in the pores to help prevent breakouts by breaking down buildup, while lactic acid smooths uneven texture. And with calming ingredients like Centella asiatica, panthenol, and allantoin, skin stays balanced.

    ​​Tester feedback from associate social media manager Katie Gunderman

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    “The Medicube Zero Pore Toner Pads are always the first step. They refresh my face and prep it for the rest of my skin-care or makeup routine. They always leave my skin feeling clean and hydrated and I love how easy they are to pop on.” —Katie Gunderman, associate social media manager

    More to know

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    • Key ingredients: lactic acid, salicylic acid, Centella asiatica, panthenol, allantoin
    • Fragrance-free: yes
    • Number of pads: 70

    Bursting Bounce: PDRN Pink Collagen Capsule Cream

    Medicube PDRN Pink Collagen Capsule Cream in branded tub component on a light gray backgroundSave to wishlistSave to wishlist

    Medicube

    PDRN Pink Collagen Capsule Cream

    $22 $20 (9% off)

    Amazon

    Why it's worth it: The tiny pink capsules in the PDRN Pink Collagen Capsule Cream resemble popping boba—firm at first, then melting seamlessly into skin upon contact. Each capsule is filled with PDRN, helping keep it stable and potent until it hits your skin. Once released, it blends into the surrounding gel-like formula, which features collagen to support firmer-looking skin, hyaluronic acid for deep hydration, and niacinamide to help brighten uneven tone.

    How you mix the capsules with the gel depends on your skin type: Oilier skin types can lean more on the lightweight gel (about a 2:1 ratio), while normal or combination skin does well with an even split. If your skin is dry or sensitive, dial up the number of capsules (1:2) to add extra nourishment and bounce.

    Lee applying the Medicube PDRN Pink Collagen Capsule Cream

    Christa Joanna LeeLee after applying the Medicube PDRN Pink Collagen Capsule Cream

    Lee after applying the Medicube PDRN Pink Collagen Capsule Cream

    Christa Joanna Lee

    Tester feedback from Lee

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    “The texture is the main event here. There’s something oddly satisfying about watching the capsules break down and mix with the gel-cream, like you’re creating a fresh batch of skin care every time you apply it. And beyond the sensorial appeal, my skin always looks plumper and glowier.” —Christa Lee, contributing commerce writer

    More to know

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    • Key ingredients: salmon PDRN, collagen, hyaluronic acid, niacinamide
    • Fragrance-free: no

    No Rough Patches: PDRN Caffeine Collagen Eye Patch

    Medicube PDRN Caffeine Collagen Eye Patch in branded tub component on a light gray backgroundSave to wishlistSave to wishlist

    Medicube

    PDRN Caffeine Collagen Eye Patch

    $25

    Amazon

    Why it’s worth it: It’s kind of hard to believe Medicube didn’t have undereye patches until recently, but these feel well worth the wait. The brand recommends layering them over its PDRN Pink Peptide Eye Cream to seal everything in and enhance absorption, though the patches are juicy and hydrating enough to hold their own. In just 10 minutes, salmon-derived PDRN supports collagen production and boosts hydration, softening the look of fine lines and dark circles.

    There’s also a blend of seven types of collagen, which (while too large to penetrate deeply) is excellent at locking in moisture and creating a smoother, plumper look. Caffeine steps in to de-puff and revive tired eyes. Also worth noting: Despite the name, these aren’t limited to undereyes—you can even use them on forehead lines, smile lines, or anywhere that could use a little smoothing.

    More to know

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    • Key ingredients: salmon PDRN, collagen, caffeine
    • Fragrance-free: yes

    Triple Threat: 3-Step Facial Device

    Medicube 3-Step Facial Device in branded components on a light gray backgroundSave to wishlistSave to wishlist

    Medicube

    3-Step Facial Device

    $338

    Amazon

    Why it's worth it: By the time you’ve made it to the end of this list, you’re basically a Medicube expert, so wouldn’t it only feel right to have the tools to match? The brand’s 3-Step Facial Device is the kind of upgrade that makes your routine feel a little more legit, powered by the Mini Booster Pro Plus—a lighter, smaller, more streamlined version of the Age-R Booster Pro with fewer modes—that works on its own or clicks into interchangeable heads depending on what your skin needs that day.

    The V-Roller Head is where things get especially good. It’s designed at a 62-degree angle, which sounds technical but really just means it glides along your cheekbones and jawline with even pressure and coverage. The modes let you shift gears depending on your mood: Red Mode for a firmer, bouncier look over time, Blue Mode for mornings when your face is holding onto last night (it helps de-puff and refine), and Purple Mode shifts into body care territory, which is surprisingly nice for tension in the neck and shoulders.

    Then there’s the cleansing attachment, which goes beyond your hands to really get into pores, helping clear buildup, blackheads, and all those tricky little areas around the nose. You can go all in and use everything together in the same skin-care routine, or just pick your lane on any given day.

    More to know

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    • What’s included: Mini Booster Pro Plus, V-Roller Head, Cleansing Device

    Frequently Asked Questions

    Meet the experts

    • Charlotte Cho, an esthetician and co-founder of Soko Glam based in New York City
    • Jennifer Levine, MD, a board-certified plastic surgeon based in New York City

    How we test and review products

    When Allure tests a product, our editors look at it from every angle in an effort to best serve you. We review ingredients, scrutinize brand claims, and, when necessary, examine peer-reviewed scientific and medical studies. In addition to testing each and every product that's included in each and every review, we rely on experts who shape their fields, including dermatology, cosmetic chemistry, and medicine, to help us vet the ingredients and formulas.

    For our list of the best clay masks, we considered each product's performance across five primary categories: product ingredients and efficacy, packaging, fragrance, texture, and product wear. Every product was determined to have excelled in each category by our editorial team, which is composed of in-house writers and editors as well as contributors—along with special consideration from dermatologists. To learn more information on our reporting and testing processes, read our complete reviews process and methodology page.

    Our staff and testers

    A beauty product is a personal purchase. You might be searching for a face cream to address persistent dryness or a new nail product to add to your Sunday self-care routine; you may simply be browsing around for the latest launches to hit the hair market. No matter what you seek or your individual needs and concerns, Allure wants to ensure that you love anything we recommend in our stories. We believe that having a diverse team of writers and editors—in addition to the wide range of outside testers and industry experts we regularly call upon—is essential to reaching that goal.

    After all, can we really say a skin-care product is the "best" for people over 50 if the only testers we've solicited opinions from folks who have yet to hit 30? Can we honestly deem a high-end diffuser worthy of your hard-earned cash if it's never been tested on curls? We're proud that our staff spans a wide range of ages, skin tones, hair textures, genders, and backgrounds, which means that we are able to fairly assess any beauty product that comes into the beauty closet.

  • Zendaya Has Me Seriously Considering Red Eyeliner — See Photos

    Zendaya Has Me Seriously Considering Red Eyeliner — See Photos

    Zendaya posing in a white dress and diamond necklacesPhoto: Getty ImagesSave StorySave this storySave StorySave this story

    I think most makeup wearers can relate when I say my default eyeliner shade is always some take on black or brown. Maybe I'll do charcoal on a really wild day. I even have a couple of shades of blue and purple waiting in the wings in case I want to create colorful… well… wings. But red? I'm reluctant to put it lightly. Or at least I was until I saw Zendaya making it look like a new neutral.

    Zendaya has been unsurprisingly killing it with the beauty and fashion moments as she promotes her new movie, The Drama. And while she's been looking like a one-woman bridal fashion show for many of the appearances, she took a glamour-goth turn for the Rome premiere, wearing a black Giorgio Armani Privé gown previously worn by Cate Blanchett. (Something borrowed. Get it? Because the movie is about a wedding?)

    Zendaya posing in a black low cut dressPhoto: Getty Images

    The dress definitely called for some badass makeup, but instead of the bold, black liner you might expect, makeup artist Nikki Wolff went with red tones that really vibed with the burgundy backdrop at the event. Once you get past her bangs, very much intentionally styled by Ursula Stephen to fall in front of her eyes, Zendaya's lids are covered in a smoky wash of fiery color with a seamless, shimmery blend.

    Zendaya smiling with her hair in her eyesPhoto: Getty Images

    Even her lower waterline is given a bold stroke of red—a look I'm quite sure would make me appear to have not slept for days. But it works so well on Zendaya because a) she's Zendaya and b) it's not a true red. The coppery hue comes through as red in contrast with her eye color and glossy lips, outlined in a tan pencil.

    Zendaya smiling with her hair in her eyesPhoto: Getty Images

    While this may not be an everyday look for most of us (Zendaya included), it absolutely proves there's plenty of room to explore unexpected eyeliner colors—even the ones we previously assumed wouldn't be flattering.

  • Amazon Has Amazing Beauty Deals Right Now

    Amazon Has Amazing Beauty Deals Right Now

    Image may contain Bottle Shaker and ShampooCollage: Jemeria Davison; Source images: Courtesy of brandsSave StorySave this storySave StorySave this story

    One of our favorite beauty destinations is doing what it does best: a mega savings event (and no, it’s not another Prime Day). Amazon’s Big Spring Sale is in full swing from March 25 through March 31, offering up to 40% off across the site—but, naturally, we’re most excited about the beauty steals. From editor-favorite cleansing oils to time-saving multi-stylers, tons of 2025 Allure Best of Beauty-winning products are marked down, making it the perfect time to stock up on your go-tos or try something new. (Hey, Anua, Briogeo, Medicube, and R+Co!)

    While the deals are open to all shoppers, Amazon Prime members snag free two-day shipping and access to even more exclusive savings. So, what are you waiting for? Curl up on the couch, dive into the sale, and fill your virtual cart with fresh spring beauty essentials before they’re gone. Your vanity (and your self-care routine) will thank you.

    Our Top Picks

    ma:nyo Pure Cleansing Oil orange bottle of facial cleansing oil with white pump on light gray background with red Allure Best of Beauty seal in the top right cornerOil OutMa:nyo Pure Cleansing OilJUMP TO PRODUCT$23 $18 (22% off)

    Amazon

    Topicals Slick Salve Mint Glossy Lip Balm in branded tube component on a light gray backgroundMint ConditionTopicals Slick Salve Mint Glossy Lip BalmJUMP TO PRODUCT$16

    Amazon

    Haruharu Wonder Black Rice Probiotics Barrier Essence in branded component on a light gray backgroundEssence-ially PerfectHaruharu Wonder Black Rice Probiotics Barrier EssenceJUMP TO PRODUCT$22 $20 (9% off)

    Amazon

    Kitsch Microfiber Hair Towel in branded component on a light gray backgroundFrizz FighterKitsch Microfiber Hair TowelJUMP TO PRODUCT$23

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    Anua PDRN Hyaluronic Acid 100 Moisturizing Cream in branded tube component on a light gray backgroundSuper SootherAnua PDRN Hyaluronic Acid 100 Moisturizing CreamJUMP TO PRODUCT$24

    Amazon

    Frequently Asked QuestionsAccordionItemContainerButtonLargeChevron

    • Meet the experts
    • How we test and review products
    • Our staff and testers

    Ma:nyo Pure Cleansing Oil

    ma:nyo Pure Cleansing Oil orange bottle of facial cleansing oil with white pump on light gray background with red Allure Best of Beauty seal in the top right cornerSave to wishlistSave to wishlist

    Ma:nyo

    Pure Cleansing Oil

    $23 $18 (22% off)

    Amazon

    Allure commerce writer Lily Wohlner applying the Ma:nyo Pure Cleansing Oil

    Lily Wohlner

    A 2025 Best of Beauty Award winner, Ma:nyo’s Pure Cleansing Oil features 14 plant oils that transform into a luxurious milk with water to deeply cleanse, regulate sebum production, and leave skin looking plump and refreshed.

    Wohlner before applying the Manyo Pure Cleansing Oil

    Wohlner before applying the Ma:nyo Pure Cleansing Oil

    Lily WohlnerWohlner after applying the Manyo Pure Cleansing Oil

    Wohlner after applying the Ma:nyo Pure Cleansing Oil

    Lily Wohlner

    Alastin Skincare Transform Body Treatment

    Alastin Skincare TransFORM Body Treatment Skin Firming Lotion in branded bottle component on a light gray backgroundSave to wishlistSave to wishlist

    Alastin Skincare

    Transform Body Treatment

    $220

    Amazon

    Alastin’s Transform Body Treatment encourages collagen production to “help enhance skin firmness, especially in areas prone to laxity like the arms, thighs, or abdomen with continued use," Rachel Westbay, MD, a board-certified dermatologist in New York City, told Allure.

    Round Lab Birch Juice Moisturizing UVLock SPF 45

    Round Lab Birch Juice Moisturizing UVLock Spectrum 45 Sunscreen in branded tube component on a light gray backgroundSave to wishlistSave to wishlist

    Round Lab

    Birch Juice Moisturizing UVLock SPF 45

    $22

    Amazon

    Allure contributing commerce writer Christa Joanna Lee applying the Round Lab Birch Juice Moisturizing UVLock

    Christa Joanna Lee

    Round Lab’s Birch Juice Moisturizing UV Lock is a non-greasy, super lightweight chemical sunscreen that won’t clog pores or cause breakouts. Plus, its skin-smoothing finish makes for great prep underneath your foundation.

    T3 SinglePass Curling Iron

    T3 SinglePass Curling Iron in branded component on a light gray backgroundSave to wishlistSave to wishlist

    T3

    SinglePass Curling Iron

    $160

    Amazon

    T3’s SinglePass Curling Iron features an extra-long ceramic barrel that can cover your whole head in just a few minutes, giving tresses a shiny, professional-looking finish.

    First Aid Beauty KP Bump Eraser Body Scrub

    First Aid Beauty KP Bump Eraser Body Scrub in branded component on a light gray background with best of beauty seal in the top right cornerSave to wishlistSave to wishlist

    First Aid Beauty

    KP Bump Eraser Body Scrub

    $29

    Amazon

    Allure former content director Kara McGrath using First Aid Beauty’s KP Smoothing Body Lotion

    Kara McGrath

    Lactic acid is the star ingredient in First Aid Beauty's Best of Beauty-winning KP Smoothing Body Lotion, which sloughs away dead skin cells and smoothes texture without irritating sensitive skin.

    Topicals Slick Salve Mint Glossy Lip Balm

    Topicals Slick Salve Mint Glossy Lip Balm in branded tube component on a light gray backgroundSave to wishlistSave to wishlist

    Topicals

    Slick Salve Mint Glossy Lip Balm

    $16

    Amazon

    Topicals’ Slick Salve delivers a refresh with every swipe—an instant pick-me-up for dry lips. Beyond the cooling sensation, shea butter and coconut oil soothe skin, leaving lips soft and glossy.

    Haruharu Wonder Black Rice Probiotics Barrier Essence

    Haruharu Wonder Black Rice Probiotics Barrier Essence in branded component on a light gray backgroundSave to wishlistSave to wishlist

    Haruharu Wonder

    Black Rice Probiotics Barrier Essence

    $22 $20 (9% off)

    Amazon

    Allure commerce editor Sarah Han applying the Haruharu Wonder Black Rice Probiotics Barrier Essence

    Sarah Han

    Loaded with black rice probiotics and barrier-loving ceramides and lipids, this milky serum brings stressed skin back from the brink—turning red, dry patches into a thing of the past.

    Avène Cicalfate+ Restorative Protective Cream

    Avène Cicalfate+ Restorative Protective Cream in branded tube component on a light gray backgroundSave to wishlistSave to wishlist

    Avène

    Cicalfate+ Restorative Protective Cream

    $26

    Amazon

    Dry patches? Chapped lips? Rough elbows? Avène’s Cicalfate+ Restorative Protective Cream smooths it all, thanks to soothing thermal spring water that helps skin bounce back from stress.

    Medicube Facial Cleanser Zero Pore Capsule Cleansing Foam

    Medicube Zero Pore SA Clear Capsule Facial Deep Cleanser in branded component on a light gray backgroundSave to wishlistSave to wishlist

    Medicube

    Facial Cleanser Zero Pore Capsule Cleansing Foam

    $20 $15 (25% off)

    Amazon

    A thick, creamy formula that suds up into a velvety foam, this Korean cleanser combines micro blue exosome capsules for gentle exfoliation, with mandelic and salicylic acids to maintain clear pores. Meanwhile, cica and green tea calm irritation and deliver antioxidant protection.

    Lee applying the Zero Pore Capsule Cleansing Foam

    Christa Joanna LeeLee after applying the Zero Pore Capsule Cleansing Foam

    Lee after applying the Zero Pore Capsule Cleansing Foam

    Christa Joanna Lee

    R+Co Dallas Thickening Shampoo

    R+Co Dallas Biotin Thickening Shampoo in branded component on a light gray backgroundSave to wishlistSave to wishlist

    R+Co

    Dallas Thickening Shampoo

    $38 $32 (16% off)

    Amazon

    Limp hair? Get outta town and head all the way to Dallas…that is, R+Co’s Dallas Thickening Shampoo. It’s infused with shine-enhancing vitamin B5 and strengthening biotin and coconut oil, for beautiful bounce that mimics a salon blowout.

    Missha M Perfect Cover BB Cream

    Missha M Perfect Cover BB Cream in branded tube component on a light gray backgroundSave to wishlistSave to wishlist

    Missha

    M Perfect Cover BB Cream

    $19 $15 (21% off)

    Amazon

    Formulated with moisture-locking hyaluronic acid and ceramides alongside soothing rosemary leaf and chamomile extracts, Missha M’s Perfect Cover BB Cream delivers SPF 42 protection and buildable medium coverage that helps cancel out discoloration.

    Anua PDRN Hyaluronic Acid 100 Moisturizing Cream

    Anua PDRN Hyaluronic Acid 100 Moisturizing Cream in branded tube component on a light gray backgroundSave to wishlistSave to wishlist

    Anua

    PDRN Hyaluronic Acid 100 Moisturizing Cream

    $24

    Amazon

    Allure senior commerce editor Sarah Felbin applying the Anua PDRN Hyaluronic Acid 100 Moisturizing Cream

    Sarah Felbin

    This Anua PDRN Hyaluronic Acid 100 Moisturizing Cream stars the salmon DNA-derived, K-beauty superstar ingredient that signals to your skin to repair and strengthen. Hyaluronic acid, squalane, and niacinamide step in to further hydrate and calm.

    Felbin before applying the Anua PDRN Hyaluronic Acid 100 Moisturizing Cream

    Felbin before applying the Anua PDRN Hyaluronic Acid 100 Moisturizing Cream

    Sarah FelbinFelbin after applying the Anua PDRN Hyaluronic Acid 100 Moisturizing Cream

    Felbin after applying the Anua PDRN Hyaluronic Acid 100 Moisturizing Cream

    Sarah Felbin

    Anua Heartleaf 77 Soothing Toner

    Anua Heartleaf 77 Soothing Toner in branded component on a light gray backgroundSave to wishlistSave to wishlist

    Anua

    Heartleaf 77 Soothing Toner

    $23 $20 (13% off)

    Amazon

    If calm, balanced, radiant skin is your goal, Anua’s Heartleaf 77 Soothing Toner delivers. Powered by heartleaf—an herb known for its calming properties—it helps ease dryness-induced irritation, while hyaluronic acid boosts moisture levels for a dewy, glass-skin glow.

    Briogeo Style + Treat Yuzu + Plum Oil Sleek Stick

    Briogeo Style + Treat Yuzu + Plum Oil Sleek Stick in branded hot pink component on light gray backgroundSave to wishlistSave to wishlist

    Briogeo

    Style + Treat Yuzu + Plum Oil Sleek Stick

    $23

    Amazon

    Put flyaways back in their place with Biogeo’s Sleek Stick. Yuzu extract, plum oil, and B vitamins lock in moisture and nutrients, leaving hair glossy and sleek without that heavy, oily finish.

    Laura Geller Sculpt-n-Stay Waterproof Brow Pencil

    Laura Geller Sculpt-n-Stay Waterproof Brow Pencil in branded component on a light gray backgroundSave to wishlistSave to wishlist

    Laura Geller

    Sculpt-n-Stay Waterproof Brow Pencil

    $23

    Amazon

    Laura Geller’s Sculpt-n-Stay Pencil glides on easily, fills in sparse areas, and keeps brows perfectly shaped and in place all day.

    AquaBliss High Output Revitalizing Shower Filter

    AquaBliss High Output Revitalizing Shower Filter in branded component on a light gray backgroundSave to wishlistSave to wishlist

    AquaBliss

    High Output Revitalizing Shower Filter

    $37

    Amazon

    Designed with a blend of advanced filters, including stainless steel mesh and activated carbon, Aquabliss’ Shower Filter purifies your water and enriches it with vitamin C and tourmaline, revealing softer skin and glossier strands.

    Kitsch Microfiber Hair Towel

    Kitsch Microfiber Hair Towel in branded component on a light gray backgroundSave to wishlistSave to wishlist

    Kitsch

    Microfiber Hair Towel

    $23

    Amazon

    Kitsch’s Microfiber Hair Towel gently wicks away excess moisture without stripping hair of its natural oils, so strands dry quickly and frizz-free.

    Biodance Collagen Gel Toner Pads

    A jar of Biodance Collagen Gel Toner Pads on a light gray backgroundSave to wishlistSave to wishlist

    Biodance

    Collagen Gel Toner Pads

    $26 $22 (15% off)

    Amazon

    Han applying the Biodance Cera-nol Gel Toner Pads

    Sarah Han

    “These are so, so, so, so soothing—some of the most cooling, most drenched toner pads I've ever put on my face,” Han says of Biodance’s Collagen Gel Toner Pads. “One casual swipe of this makes my skin look 10 times dewier, not even joking.”

    Dyson Airwrap i.d. Multi-Styler

    Dyson Airwrap i.d. Multi-Styler in multiple branded components on a light gray backgroundSave to wishlistSave to wishlist

    Dyson

    Airwrap i.d. Multi-Styler

    $650 $542 (17% off)

    Amazon

    Allure senior art director Ingrid Fowler using the Dyson Airwrap i.d. Multi-Styler and Dryer

    Ingrid Fowler

    The Dyson Airwrap i.d. is available in two versions, each with six attachments: The Straight/Wavy includes a thicker curling barrel and a flyaway smoother, while the Curly/Coily comes with a diffuser and a wide-tooth comb. Its smart design and impressively short drying time earned it an Allure Best of Beauty Award in 2025.

    La Roche-Posay Hyalu B5 Suractivated Anti-Aging Face & Neck Cream

    La Roche-Posay Hyalu B5 Suractivated Cream blue jar with white lid on light gray backgroundSave to wishlistSave to wishlist

    La Roche-Posay

    Hyalu B5 Suractivated Anti-Aging Face & Neck Cream

    $40

    Amazon

    Allure social media director Kassidy Silva applying the La Roche-Posay Hyalu B5 Suractivated Cream

    Kassidy Silva

    Formulated with mature skin in mind, La Roche-Posay’s Hyalu B5 Suractivated Face & Neck Cream houses three different sizes of hyaluronic acid molecules to plump and smooth the look of fine lines and wrinkles.

    Beauty of Joseon Ginseng Essence Water

    Beauty of Joseon Ginseng Essence Water Hydrating Face Toner in branded component on a light gray backgroundSave to wishlistSave to wishlist

    Beauty of Joseon

    Ginseng Essence Water

    $18

    Amazon

    Antioxidant-rich ginseng root water is the base of this Beauty of Joseon essence—it helps regulate sebum and visibly refine pores over time for an ultra-smooth base.

    Clinique Almost Lipstick Tinted Lip Balm in Pink Honey

    Clinique Almost Lipstick Tinted Lip Balm in Pink Honey in branded component on a light gray backgroundSave to wishlistSave to wishlist

    Clinique

    Almost Lipstick Tinted Lip Balm in Pink Honey

    $25 $19 (24% off)

    Amazon

    Felbin applying the Clinique Almost Lipstick in Pink Honey

    Sarah Felbin

    Clinique’s Almost Lipstick is back in the spotlight thanks to TikTok's love for Black Honey, a 2023 Best of Beauty winner. New shades like Nude Honey and this one, Pink Honey, have also joined the lineup, but the formula has stayed just how we like it—sheer, lightweight, and enriched with castor seed oil, candelilla wax, and vitamin E for comfortable wear.

    Felbin before applying the Clinique Almost Lipstick in Pink Honey

    Felbin before applying the Clinique Almost Lipstick in Pink Honey

    Sarah FelbinFelbin after applying the Clinique Almost Lipstick in Pink Honey

    Felbin after applying the Clinique Almost Lipstick in Pink Honey

    Sarah Felbin

    Estée Lauder Double Wear 24-Hour Maximum Cover Camouflage Foundation for Face and Body SPF 15

    Estée Lauder Double Wear 24-Hour Maximum Cover Camouflage Foundation for Face and Body SPF 15 in branded tube component on a light gray backgroundSave to wishlistSave to wishlist

    Estée Lauder

    Double Wear 24-Hour Maximum Cover Camouflage Foundation for Face and Body SPF 15

    $55 $47 (15% off)

    Amazon

    In 13 creamy shades, Estée Lauder Double Wear 24-Hour Maximum Cover Camouflage Foundation has a skin-like finish that makes discoloration and redness disappear before your eyes—and the all-day staying power doesn't hurt, either.

    Olaplex No. 4D Clean Weightless Volume Dry Shampoo

    Olaplex No.4D Clean Volume Detox Dry Shampoo in branded component on a light gray backgroundSave to wishlistSave to wishlist

    Olaplex

    No. 4D Clean Weightless Volume Dry Shampoo

    $30

    Amazon

    Powered by oil-absorbing micro-fine starch and shine-boosting rambutan seed extract, Olaplex’s Best of Beauty-winning No. 4D Dry Shampoo delivers on both sides of the spectrum—lifting away grease while leaving hair super-silky.

    Smashbox Always Sharp Longwear Kohl Eyeliner Pencil

    Smashbox Always Sharp Longwear Kohl Eyeliner Pencil in branded component on a light gray backgroundSave to wishlistSave to wishlist

    Smashbox

    Always Sharp Longwear Kohl Eyeliner Pencil

    $27

    Amazon

    Felbin applying the Smashbox Always Sharp Longwear Waterproof Kohl Eyeliner Pencil

    Sarah Felbin

    Smashbox’s Always Sharp Kohl Eyeliner is creamy enough to smoke out, with a tip that never goes blunt. The genius? It self-sharpens every time you twist the cap.

    Felbin before applying the Smashbox Always Sharp Longwear Waterproof Kohl Eyeliner Pencil

    Felbin before applying the Smashbox Always Sharp Longwear Waterproof Kohl Eyeliner Pencil

    Sarah FelbinFelbin after applying the Smashbox Always Sharp Longwear Waterproof Kohl Eyeliner Pencil

    Felbin after applying the Smashbox Always Sharp Longwear Waterproof Kohl Eyeliner Pencil

    Sarah Felbin

    Fwee Blurry Pudding Pot

    Fwee Lip&Cheek Blurry Pudding Pot in rose gold branded component on a light gray backgroundSave to wishlistSave to wishlist

    Fwee

    Blurry Pudding Pot

    $20 $16 (20% off)

    Amazon

    Don’t be fooled by how bold it looks in the pot: Fwee’s Blurry Pudding Pot blends out into a soft, sheer tint that gives lips and cheeks a fresh, lit-from-within glow (like you just caught a little sun).

    Bumble and Bumble Curl Defining Styling Cream

    Bumble and Bumble Curl Defining Styling Cream in branded component on a light gray backgroundSave to wishlistSave to wishlist

    Bumble and Bumble

    Curl Defining Styling Cream

    $37

    Amazon

    Reduce frizz, add shine, and offer your curls a soft, flexible hold with Bumble and Bumble's Curl Defining Styling Cream, which should be scrunched into wet hair from mid-shaft to ends before air drying or diffusing.

    Cyklar Sensorial Body Wash

    Cyklar Sensorial Body Wash in branded component on a light gray backgroundSave to wishlistSave to wishlist

    Cyklar

    Sensorial Body Wash

    $35

    Amazon

    Foamy, silky, and never stripping, Cyklar’s editor-loved Body Wash cleanses deeply, while a blend of argan, jojoba, and avocado oils (plus glycerin) keeps skin smooth and hydrated.

    Frequently Asked Questions

    How We Find the Best Amazon Big Spring Sale Beauty Deals

    Our shopping team searches daily for the best beauty products in the industry. We enlist the help of multiple editors, writers, contributors, and experts to determine which products are really worth your penny. Our Amazon Big Spring Sale 2026 beauty sales are no different: We base our discounted selections on products with at least 4.0-star average ratings, past Allure Best of Beauty award winners, and those that our editors and experts have tried and given a stamp of approval.

    Why Trust Allure for the Best Amazon Big Spring Sale Deals?

    No matter what you seek or your individual needs and concerns when you’re shopping for the best Amazon Big Spring Sale 2026 beauty deals, we want to ensure that you love anything we recommend in our stories. We believe that having a diverse team of writers and editors—in addition to the wide range of outside testers and industry experts we regularly call upon—is essential to reaching that goal.

  • Megan Thee Stallion Looks Like a ’90s Prom Queen in Her Big, Blonde Updo — See Photos

    Megan Thee Stallion Looks Like a ’90s Prom Queen in Her Big, Blonde Updo — See Photos

    Megan Thee Stallion smilingPhoto: Getty ImagesSave StorySave this storySave StorySave this story

    Ah, prom season. I admit, I'm not really on top of how the teens are styling their hair for the big dance these days, but I have crystal-clear memories of how we used to do it in the 1990s. If you didn't pile curls into a tendril-spilling tower atop your head, did you even read the special prom issue of YM? Well, it seems Megan Thee Stallion definitely did, and it apparently inspired her Broadway debut after-show glam.

    Meg gave her first highly anticipated performance in Moulin Rouge!, in which she'll be playing the role of Zidler in the musical through mid-May. I would be remiss to not shout out her amazing hairstyle in the show—a glossy, Veronica Lake-esque look that's bedazzled along its waves—but it's her celebratory stage door style that's really sending me back.

    Megan Thee Stallion dressed as the character Zidler in Moulin RougePhoto: Getty Images

    Everything about Megan's look as she emerged from the Al Hirschfeld Theatre on March 24 screamed prom queen: the long, sequinned dress, the strappy, metallic shoes, the matching red mani-pedi, the gold Alexis Bittar jewelry (those bangles are so epic), the bold lips and shimmering eyes, because why take off your stage makeup if you're going out after? She's even carrying bouquets of flowers as if her name was just announced as the winner.

    Megan Thee Stallion carrying bouquets of flowers in a sequin dressPhoto: Getty Images

    But it's that big, blonde updo that really seals the deal. A mix of sandy and bronde tones, her hair has been swept up into a heap of loose curls. And a ‘90s prom updo wouldn’t be complete without tendrils, which Megan has in spades, both framing her face and trailing in back.

    Megan Thee Stallion smiling in a blonde updoPhoto: Getty Images

    The only thing she's missing is a crown—which would weigh down her style anyway, so it's probably for the best.

  • 10 Best Primers for Mature Skin That Don’t Settle, Slide, or Crease

    10 Best Primers for Mature Skin That Don’t Settle, Slide, or Crease

    Image contains a collage of makeup primers for mature skinCollage: Jemeria Davison; Source images: Courtesy of brandsSave StorySave this storySave StorySave this story

    Taking the extra step to prep with one of the best primers for mature skin before getting glam can make a big, hydrating difference. If you're not already a self-identified primer lover, these formulas do way more than help your makeup last all day—they also promote plumper skin, soften fine lines, and boost glow.

    Especially as aging faces undergo the hormonal changes of menopause, primers with skin-loving ingredients like hyaluronic acid and niacinamide can deliver plenty of benefits, helping base makeup apply more evenly on top while keeping skin radiant. Get the low-down on the best primers for mature skin here, plus insight from cosmetic chemists and makeup artists to achieve your longest-lasting looks yet.

    Our Top Primers for Mature Skin

    • Best Overall: Hourglass Illusion Priming Moisturizer, $58
    • Best for Dull Skin: Chanel La Base Illuminatrice Glowing Makeup Primer, $56
    • Best for Oily Skin: Danessa Myricks Yummy Skin Blurring Balm Powder, $39
    • Best Drugstore: e.l.f. Cosmetics Power Grip Primer, $11

    Frequently Asked QuestionsAccordionItemContainerButtonLargeChevron

    • What are the benefits of a primer for mature skin?
    • How should I choose a primer for mature skin?
    • Meet the experts
    • How we test and review products
    • Our staff and testers

    Best Overall: Hourglass Illusion Priming Moisturizer

    Hourglass Illusion Priming Moisturizer in branded component on a light gray backgroundSave to wishlistSave to wishlist

    Hourglass

    Illusion Priming Moisturizer

    $58

    Bluemercury

    Why it’s worth it: For mature skin, the best face primer isn’t just about helping makeup last (though this one does)—it’s about creating a smoother, more hydrated base that won’t call attention to fine lines or dryness. Hourglass’s Illusion Priming Moisturizer has a silky, lightweight formula that “creates a diffusing effect on mature skin,” says New York City-based makeup artist Rebecca Restrepo.

    Squalane, ceramides, and sweet almond oil replenish moisture and support the barrier, while multiple forms of hyaluronic acid plump and soften the look of wrinkles. Niacinamide and adenosine also work together to brighten, smooth, and improve overall texture.

    More to know

    AccordionItemContainerButtonLargeChevron

    • Key ingredients: squalane, ceramides, sweet almond oil, hyaluronic acid, niacinamide, adenosine
    • Who it's for: people with dry skin and fine lines
    • Longevity: not specified
    • Fragrance-free: yes

    Best for Dry Skin: Bobbi Brown Face Base Moisturizer and Primer

    Bobbi Brown Vitamin Enriched Face Base Moisturizer & Primer jar of yellow primer with black cap on light gray background with red Allure Best of Beauty seal in the top right cornerSave to wishlistSave to wishlist

    Bobbi Brown

    Vitamin Enriched Face Base

    $69

    Amazon

    $69

    Nordstrom

    $69

    Ulta Beauty

    Why it's worth it: Vitamin-rich, creamy, and so hydrating, Bobbi Brown's Face Base Moisturizer and Primer checks all of our boxes. This Best of Beauty Award-winning formula is packed with hyaluronic acid, vitamin C, squalane, and shea butter to nourish your skin and keep your makeup in place all day. It smells terrific, too, with no synthetics necessary, thanks to natural grapefruit extract.

    "This is a must-have in my kit for mature skin; it acts as a moisturizer and a primer in one," says New York City-based makeup artist Kasey Spickard. “It's essential that you're hydrating and plumping aging skin to give it a fresh, dewy glow.”

    Tester feedback from senior director of commerce audience & analytics Lexi Herrick

    AccordionItemContainerButtonLargeChevron

    “This takes hydrating primers to a different level. It's an absolute powerhouse of a base product, packed with vitamins and nutrients. With a gentle scent and creamy, soft texture, it glides over my skin and absorbs instantly. My skin is breakout-prone and can be irritated by oily primers, but this hydrates and holds without sparking a breakout. It keeps my makeup in place all day and prevents foundation from drying out my skin.” —Lexi Herrick, senior director of audience development

    More to know

    AccordionItemContainerButtonLargeChevron

    • Key ingredients: shea butter, squalane, hyaluronic acid, vitamin C
    • Who it's for: people with normal or oily skin
    • Longevity: not specified
    • Fragrance-free: yes

    Best for Dull Skin: Chanel La Base Illuminatrice Glowing Makeup Primer

    Chanel La Base Illuminatrice Glowing Makeup PrimerSave to wishlistSave to wishlist

    Chanel

    La Base Illuminatrice Glowing Makeup Primer

    $56

    Chanel

    $56

    Nordstrom

    $56

    Ulta Beauty

    Why it’s worth it: For some of us, we’ll admit it doesn’t take more than the word Chanel to make us ooh and aah. But La Base Illuminatrice Glowing Makeup Primer backs up the buzz. Designed to smooth, hydrate, and subtly illuminate, it’s especially flattering for mature skin with ingredients like plumping hyaluronic acid, antioxidant-rich microalgae, and pearlescent blurring powders.

    If you’re worried about too much shimmer, rest assured: “It has gentle light-reflecting pigment that’s super fine—not too sparkly—so it looks natural, gives your skin, and your foundation that inner radiance, youthful glow-from-within look,” says New York City-based makeup artist Nick Barose.

    More to know

    AccordionItemContainerButtonLargeChevron

    • Key ingredients: hyaluronic acid, blue micro-algae, red algae
    • Who it's for: everyone, but especially those with dry or dull skin
    • Longevity: up to 12 hours
    • Fragrance-free: no

    Best for Oily Skin: Danessa Myricks Yummy Skin Blurring Balm Powder

    Danessa Myricks Beauty Yummy Skin Blurring Balm Powder in Universal in branded component on a light gray backgroundSave to wishlistSave to wishlist

    Danessa Myricks

    Yummy Skin Blurring Balm Powder

    $39

    Sephora

    Why it’s worth it: People often assume mature skin automatically equals dry skin, but that’s not always the case. While oil production can slow with age, hormones, dehydration, and genetics mean many people still deal with shine. For those in that camp, “I love that Danessa Myricks’ Yummy Skin Blurring Balm Powder doesn’t highlight pores or wrinkles but still leaves the skin looking polished and ready for foundation,” says Kayla Shantal, a makeup artist based in Las Vegas. The balm-to-powder formula uses upsalite and kaolin clay to control excess oil while creating a smooth, matte base.

    That's not all: Hyaluronic acid adds lightweight hydration, while olive-derived squalane locks it in so your skin doesn’t fall flat. Every swipe of this 2023 Best of Beauty Award winner gets you a blurred finish that doesn’t cling to texture, and with a versatile shade range—including a universal/clear option—it’s easy to find your match.

    More to know

    AccordionItemContainerButtonLargeChevron

    • Key ingredients: upsalite, squalane, hyaluronic acid, kaolin clay
    • Who it's for: people with oily skin
    • Shades: 22
    • Longevity: not disclosed
    • Fragrance-free: yes

    Best for Uneven Texture: Embryolisse Mattifying Moisturizer

    Embryolisse Mattifying Moisturizer in branded tube component on a light gray backgroundSave to wishlistSave to wishlist

    Embryolisse

    Mattifying Moisturizer

    $33

    Amazon

    $33

    Revolve

    Why it’s worth it: Just because it’s not labeled as a primer doesn’t mean it can’t do the job well. Embryolisse’s Mattifying Moisturizer pulls double duty as a texture-refining base, evening things out while also keeping skin comfortably hydrated. “It softens rough patches without feeling tight, and it keeps everything looking natural instead of shiny,” says Shantal.

    Fine plant-based powders further blur rough or uneven areas while absorbing excess oil, creating a smoother surface for makeup. At the same time, glycerin and squalane replenish moisture so makeup won’t cling to dry spots, and turmeric extract improves the look of uneven tone.

    More to know

    AccordionItemContainerButtonLargeChevron

    • Key ingredients: plant-based powder, glycerin, squalane, turmeric extract
    • Who it's for: people with uneven texture or tone
    • Longevity: not disclosed
    • Fragrance-free: no

    Best Drugstore: e.l.f. Cosmetics Power Grip Primer

    e.l.f. Cosmetics Power Grip Primer in branded tube component on a light gray backgroundSave to wishlistSave to wishlist

    E.L.F. Cosmetics

    Power Grip Primer

    $11

    Amazon

    $11

    Ulta Beauty

    Why it’s worth it: It used to feel like primers sucked the life out of your skin—after all, how can makeup really stay put on a dewy base? The trick to e.l.f. Cosmetics’ Power Grip Primer is letting the lightweight gel set for about 30 seconds before applying makeup. From there, it creates that signature tacky (but not sticky) grip that locks everything in place without flattening your glow.

    What makes it especially appealing for mature skin is its ability to balance hold with hydration. “It has hyaluronic acid, which helps the appearance of skin look smoother,” says Restrepo. “The gel also acts like a veil on the skin, so it doesn’t look heavy or settle into fine lines,” she adds. Glycerin and niacinamide add moisture and smooth texture, while rosemary and peppermint leaf waters lend a subtle toning effect and a fresh, cooling feel with each application.

    More to know

    AccordionItemContainerButtonLargeChevron

    • Key ingredients: hyaluronic acid, glycerin, niacinamide
    • Who it's for: everyone, especially people with dry skin
    • Longevity: not disclosed
    • Fragrance-free: yes

    Best for Large Pores: Tatcha The Liquid Silk Canvas Primer

    Tatcha The Liquid Silk Canvas Primer lavender bottle on light gray backgroundSave to wishlistSave to wishlist

    Tatcha

    The Liquid Silk Canvas Primer

    $55

    Amazon

    $55

    Ulta Beauty

    $55

    Tatcha

    Why it's worth it: Nashville-based makeup artist Emily Gray sings the praises of Tatcha's The Liquid Silk Canvas, calling it "the most lightweight primer" she's ever used. A blurring primer infused with silk extract, it hydrates while softening the appearance of pores, fine lines, and wrinkles. "It locks down base makeup for hours of wear, does not alter your foundation pigment, and works with both water-based and cream foundations,” adds Daniel Martin, a New York City-based makeup artist and Tatcha’s global director of artistry. It also contains pink and gold pearl powders that even out and brighten the skin.

    But the coolest part? This primer is inspired by traditional Japanese beauty routines, namely bintsuke, a thin layer of soft wax that geisha use under their makeup to create a smooth, grippy canvas.

    More to know

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    • Key ingredients: silk extract, green tea, algae extract
    • Who it's for: everyone, especially those targeting texture, pores, or fine lines
    • Longevity: not specified
    • Fragrance-free: no

    Best Lightweight: Tarte Base Tape Hydrating Primer

    Tarte Base Tape Hydrating Primer white bottle with white cap with gold stripes on light gray backgroundSave to wishlistSave to wishlist

    Tarte

    Base Tape Hydrating Primer

    $34

    Amazon

    $34

    Ulta Beauty

    Why it's worth it: Launched on the heels of Tarte’s Shape Tape Concealer's massive success, Base Tape Hydrating Primer was designed to deliver the same smooth, perfected finish to your prep step. Infused with moisturizing jojoba, coconut, and vitamin E, it replenishes thirsty skin and leaves it baby-soft. Meanwhile, soothing Centella asiatica (more commonly known as cica) helps tackle fine lines and boost skin’s elasticity.

    In other words, skin-care lovers, this one's for you. It's like applying a moisturizer, but it also helps your makeup stay put all day," New York- and New Jersey-based makeup artist Nydia Figueroa says. " Heads-up: There’s a faint scent of coconut, so if you're fragrance-sensitive, this might not be the one for you.

    More to know

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    • Key ingredients: coconut, jojoba, Centella asiatica
    • Who it's for: those with dry skin
    • Longevity: up to 12 hours
    • Fragrance-free: no

    Best with SPF: Charlotte Tilbury Invisible UV Flawless Primer SPF 50

    Charlotte Tilbury Invisible UV Flawless Primer SPF 50 flat white tube on light gray backgroundSave to wishlistSave to wishlist

    Charlotte Tilbury

    Invisible UV Flawless Primer SPF 50

    $55

    Nordstrom

    $55

    Ulta Beauty

    Why it’s worth it: While we’re not exactly chasing “flawless” skin over here (we’re very much about embracing what makes you, you), we’re also not mad at anything that helps makeup look a little smoother and more even. We always suggest applying a separate layer of sunscreen underneath your makeup, but an SPF-infused primer can add some extra protection against UV rays (and we’d never say no to that).

    Charlotte Tilbury’s Invisible UV Flawless Primer SPF 50 is also made with brightening vitamin C and hyaluronic acid that hydrates skin for up to 24 hours, according to the brand. Plus, an extract from African mahogany tree bark helps shrink the appearance of pores, fine lines, and wrinkles for a super-smooth base.

    ​​Tester feedback from contributor Jennifer Hussein

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    “My biggest beauty flaw is that I constantly forget to apply sunscreen (a total skin sin, I know), but I don't have to fret about that when I have Charlotte Tilbury's Invisible UV Flawless Primer SPF 50 in my makeup bag. Not only does it provide sun protection, but it also grips my complexion products in place all day long while feeling totally weightless on my skin.” —Jennifer Hussein, contributor

    More to know

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    • Key ingredients: hyaluronic acid, glycerin, vitamins C and E, shea butter, camellia seed oil
    • Who it's for: all skin types
    • Longevity: moisturizes for up to 24 hours
    • Fragrance-free: no

    Best for Lips: Sarah Creal Lip Grip Peptide Priming Treatment

    Sarah Creal Lip Grip Peptide Priming Treatment on a grey backgroundSave to wishlistSave to wishlist

    Sarah Creal

    Lip Grip Peptide Priming Treatment

    $36

    Sephora

    Model Marnie Herald applying the Sarah Creal Lip Grip Peptide Priming Treatment

    Marnie Herald

    Why it’s worth it: It’s colorless, lightweight, and pocket-sized, but Sarah Creal’s Lip Grip Peptide Priming Treatment has major priming powers and creates the perfect base for any lip color, especially on mature lips. “This is a go-to for clients over 40 because it prevents feathering and keeps lip color in place with honey polymer, which grips onto color for longer wear,” Santa Paula, California-based makeup artist Lindsey Sanchez told Allure. “You can even use it around your mouth to soften the look of fine lines.”

    As the name suggests, the formula includes peptides to support collagen and lactic acid to gently exfoliate, helping lipstick glide on effortlessly and look its absolute best.

    Herald before applying the Sarah Creal Lip Grip Peptide Priming Treatment

    Herald before applying the Sarah Creal Lip Grip Peptide Priming Treatment

    Marnie HeraldHerald after applying the Sarah Creal Lip Grip Peptide Priming Treatment

    Herald after applying the Sarah Creal Lip Grip Peptide Priming Treatment

    Marine Herald

    More to know

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    • Key ingredients: peptides, lactic acid
    • Who it's for: those with dry lips and fine lines around the mouth
    • Longevity: up to 12 hours
    • Fragrance-free: yes

    Best Long-Lasting: Milk Makeup Hydro Grip + Glow Illuminating Primer

    Milk Makeup Hydro Grip + Glow Illuminating Primer in branded component on a light gray backgroundSave to wishlistSave to wishlist

    Milk Makeup

    Hydro Grip + Glow Illuminating Primer

    $30

    Amazon

    $30

    Ulta Beauty

    Why it’s worth it: For the right amount of glow (no harsh sparkles or glitter, we promise), there’s the Best of Beauty Award-winning Milk Makeup Hydro Grip + Glow Illuminating Primer. Sister to the brand’s viral Hydro Grip primer, this version pairs hydrating hyaluronic acid and tone-evening niacinamide with light-reflecting pearls for a brightening boost that doesn’t cling to uneven texture in your skin. Blue agave extract helps lock makeup in place for up to 12 hours, while glycerin draws moisture into the skin to keep it looking plump and smooth, softening the appearance of fine lines.

    Soothing aloe and cactus flower extracts add a layer of comfort, while hemp seed extract supports the skin barrier. The subtle tint pulls it all together, giving skin a soft radiance that pretty much doubles as a built-in highlighter.

    Tester feedback from senior beauty editor Jesa Marie Calaor

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    “As a self-proclaimed professional concert-goer, I need something to make my makeup last. This slick goo goes on to feel weightless and—like the name says—grips makeup through dancing, sweating, and scream-singing. My foundation and heavy liner always look pristine after a three-to four-hour show.” —Jesa Marie Calaor, senior beauty editor

    More to know

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    • Key ingredients: aloe leaf water, hyaluronic acid, niacinamide, glycerin, cactus flower, hemp seed
    • Who it's for: dull, dry skin
    • Longevity: up to 12 hours
    • Fragrance-free: no

    Frequently Asked Questions

    What are the benefits of a primer for mature skin?

    The best makeup primers for mature skin are made with gentle ingredients that support the unique beauty of aging skin. "More mature skin is often in need of a hydration boost, so humectants like glycerin, betaine, and hyaluronic acid are beneficial," Cincinnati-based cosmetic chemist Kelly Dobos explains. Along with nourishing your skin, a high-quality primer boosts the effectiveness of your other makeup products, creating a smooth, long-lasting base that locks in hydration and wears well. "Think of primer as double-sided tape for the face," says Figueroa. "It locks in skin care, keeps your makeup in place, and prevents it from creasing or settling into fine lines and wrinkles."

    "The primary ingredients in most primers are silicone elastomers," says Dobos. "Elastomers are flexible polymers that can be pulled and stretched without breaking. They also have good adhesion to the skin and are responsible for the grip primers have on pigments." She explains that these polymers also scatter light, which is responsible for that beloved blurring effect.

    How should I choose a primer for mature skin?

    Gray recommends focusing on hydrating and smoothing ingredients. "Niacinamide is one of my favorite ingredients because it has numerous well-studied and proven benefits, including antioxidant activity, skin tone evening, and the ability to strengthen the skin barrier," Dobos adds. If your skin has gotten oilier with age, Dobos suggests looking for primers with mattifying ingredients. "Many primers contain highly absorptive powder like silica or non-pearlescent mica to maintain a more matte appearance."

    You'll also want to read the back of the bottle to avoid a few pesky ingredients that can exacerbate aging-related skin concerns. "Avoid formulations that contain stripping ingredients and unnecessary oils," Gray warns, as these can emphasize signs of mature skin. Opt for a lightweight primer that won't settle into fine lines or wrinkles, creating a smooth canvas for foundation and concealer.

    Meet the experts

    • Nick Barose, a makeup artist based in New York City
    • Kelly Dobos, a cosmetic chemist based in Cincinnati
    • Nydia Figueroa, a makeup artist based in New York City and New Jersey
    • Emily Gray, a makeup artist based in Nashville
    • Daniel Martin, a makeup artist and Tatcha’s global director of artistry based in New York City
    • Rebecca Restrepo, a makeup artist based in New York City
    • Lindsey Sanchez, a makeup artist based in Santa Paula, CA
    • Kayla Shantal, a makeup artist and hair extension expert based in Las Vegas
    • Kasey Spickard, a makeup artist based in New York City

    How we test and review products

    Before reviewing any makeup, we ask questions about a number of factors: What ingredients are in it? Does the brand offer a wide shade range inclusive of consumers with all skin tones and undertones? Is it safe for readers who have sensitive skin or wear contact lenses? Is it on the affordable side or more of a splurge? Is its packaging consciously designed or needlessly wasteful?

    For our review of the best primers for mature skin, we enlisted the help of multiple editors, writers, contributors, and makeup artists to review the products. This ensures our testing base spans different skin tones, genders, and dermatological conditions. We considered each product's performance across four primary categories: ingredients, wear and longevity, packaging, and inclusivity. For more on what's involved in our reporting, check out our complete reviews process and methodology page.

    Our staff and testers

    A beauty product is a personal purchase. You might be searching for a face cream to address persistent dryness or a new nail product to add to your Sunday self-care routine; you may simply be browsing around for the latest launches to hit the hair market. No matter what you seek or your individual needs and concerns, Allure wants to ensure that you love anything we recommend in our stories. We believe that having a diverse team of writers and editors—in addition to the wide range of outside testers and industry experts we regularly call upon—is essential to reaching that goal.

  • The Best K-Beauty Products at Nordstrom Allure Editors Have Added to Their Carts

    The Best K-Beauty Products at Nordstrom Allure Editors Have Added to Their Carts

    Selfies of Allure editors holding Korean skincare products alongside product silos on a lavender backgroundCollage: Jemeria Davison; Source images: Courtesy of Allure editors and brandsSave StorySave this storySave StorySave this story

    The best K-beauty at Nordstrom isn’t just about convenience—it’s the curation that makes discovering the best products feel easy. And that shift is intentional. “The growth of K-beauty is really a reflection of how our customer is evolving,” says Autumne West, Nordstrom’s national beauty director based in Seattle. “Customers are more ingredient-curious than ever, value gentle efficacy, and [are] looking globally for what actually works.” It’s less about chasing a complicated routine and more about building one that fits into your life. “We’re being very intentional…these are products [that] support how people want to care for their skin right now—consistently, gently, and with visible results,” she adds.

    Our Top K-Beauty Products at Nordstrom

    • Hero Hydrator: CosRx Advanced Snail 96 Mucin Power Essence, $25
    • Soothing Milky Goodness: I’m From Rice Toner, $27
    • 20 Minutes to Glow: I’m From Rice Glow Peel Off Mask, $28
    • Korea Top Seller: Round Lab Birch Juice Moisturizing UVLock Spectrum 45 Sunscreen, $25
    • Custom Fit: Saturday Skin Yuzu Vitamin C Butterfly Hydrogel Mask, $19
    • Silky Makeup Melter: Skin1004 Madagascar Centella Light Cleansing Oil, $22
    • Cuddly, Cloud-Like Cleanser: Sulwhasoo Gentle Cleansing Foam, $38

    You feel that mindset the second you start browsing. Instead of hopping between niche sites or waiting weeks for international shipping, you get a tightly edited mix of buzzy and tried-and-true brands all in one place. Sulwhasoo, CosRx, Round Lab, and Skin1004 all sitting side by side? Not something you see at most traditional retailers.

    And then there’s the part that makes you actually go through with checkout. Fast shipping, easy returns you can handle in-store (no printer gymnastics), and the reassurance that what you’re buying is legit. In a category that moves as fast as Korean beauty, that kind of ease matters. And while there’s always a new viral product making the rounds, Nordstrom’s approach feels a little more grounded—prioritizing what West calls “formats that make a routine feel lighter and more intuitive.” Think: the milky toner you use down to the last drop, the serum that remedies a broken barrier, or a sunscreen you actually want to slather on.

    Frequently Asked QuestionsAccordionItemContainerButtonLargeChevron

    • Can I trust buying Korean skin-care products online?
    • Meet the experts
    • How we test and review products
    • Our staff and testers

    A Next-Level Dose of Vitamin C: CosRx The Vitamin C 23 Serum

    CosRx The Vitamin C 23 Serum black serum bottle on light gray backgroundSave to wishlistSave to wishlist

    Cosrx

    The Vitamin C 23 Serum

    $25

    Nordstrom

    Allure contributing commerce writer Christa Joanna Lee applying the CosRx The Vitamin C 23 Serum

    Christa Joanna Lee

    Why it's worth it: Even as a kid, you heard vitamin C was good for your immune system, but your skin benefits, too. At a potent 23% concentration, CosRx’s The Vitamin C 23 Serum doesn’t just dabble; it goes all in on brightening, helping to fade dark spots, smooth texture, and boost overall glow. That high percentage matters because it uses pure ascorbic acid—the most well-studied, biologically active form of vitamin C—so it can act more directly than derivatives to help neutralize free radicals and support collagen production. To round things out, it’s paired with niacinamide and licorice root for added brightness and even tone, while panthenol, allantoin, and squalane cushion potential irritation with hydration and barrier support. Even with those soothing supporting players in the mix, 23% can still feel like a lot—so if you’d rather ease in, there’s also The Vitamin C 13 Serum as a gentler starting point.

    Tester feedback from contributing commerce writer Christa Joanna Lee

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    “Even with sensitive skin, I went straight for the 23% version of this serum—a bit bold, but I’ve historically done well with vitamin C, so I figured it was worth it. The first thing I noticed is just how thin the formula is. It barely hangs in the dropper, so I’d skip applying it directly to your face and instead dispense it into your hands first to avoid any rogue drips. Texture-wise, it almost reads like a dry oil—it spreads easily and absorbs crazy fast. Don’t expect an instant, mirror-level glow the second it sinks in. It's more about the slow and steady brightness you'll get from using it consistently!” —Christa Joanna Lee, contributing commerce writer

    More to know

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    • Key ingredients: ascorbic acid (vitamin C), licorice root, niacinamide, panthenol, allantoin, squalane, caffeine
    • Fragrance-free: yes

    Hero Hydrator: CosRx Advanced Snail 96 Mucin Power Essence

    CosRx Advanced Snail 96 Mucin Power Essence in branded component on a light gray backgroundSave to wishlistSave to wishlist

    Cosrx

    Advanced Snail 96 Mucin Power Essence

    $25

    Nordstrom

    Allure commerce editor Sarah Han applying the CosRx Advanced Snail 96 Mucin Power Essence

    Sarah Han

    Why it's worth it: If CosRx’s Advanced Snail 96 Mucin Power Essence isn’t already on your radar, you must have somehow dodged every corner of skin-care TikTok and Instagram. This K-beauty mainstay has been around since 2014, has made countless laps around the viral skin-care circuit, and—unsurprisingly—has earned a loyal following among Allure editors.“It enriches the skin with panthenol and 96% snail mucin to repair and hydrate,” says Y. Claire Chang, MD, a board-certified dermatologist at UnionDerm based in New York City.

    For the uninitiated, snail secretion filtrate may sound a little out there. Still, it’s essentially a mix of water, glycoproteins, and amino acids that help keep skin hydrated, resilient, and better able to repair itself—similar to how snails protect their own delicate skin. It’s paired with sodium hyaluronate and betaine to draw in moisture, plus panthenol and allantoin to calm and support the barrier. The texture is that signature stretchy, slightly gooey essence, but it sinks in quickly, leaving behind a bouncy, glass-skin finish that K-beauty is famous for.

    As for the sourcing, CosRx’s R&D team explains that “snails are placed over a mesh net in a dark and quiet room. As nocturnal creatures, this provides them with a comfortable space to freely roam about. After about an hour, the snails are transferred back to their homes while the mucin is collected and processed for use.”

    Tester feedback from commerce editor Sarah Han

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    "The texture is so fun and surprisingly not tacky seconds after applying. But more importantly, it gives my skin lots of love, glow, and bounce with every application. It's a must any time of the year." —Sarah Han, commerce editor

    More to know

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    • Key ingredients: snail secretion filtrate, panthenol, sodium hyaluronate, allantoin
    • Fragrance-free: yes

    Supple Sensation: I’m From Rice Serum

    I’m From Rice Serum white bottle of serum on light gray backgroundSave to wishlistSave to wishlist

    I'm From

    Rice Serum

    $27

    Nordstrom

    Allure senior commerce director Shanna Shipin applying the I’m From Rice Serum

    Shanna Shipin

    Why it's worth it: In Korea, especially during the Joseon Dynasty, women—particularly in aristocratic circles—were known to save the milky water left over from rinsing rice (ssal tteumul) into their beauty routines. Rice water is packed with amino acids, vitamins, and starches that soften, gently brighten, and support the skin barrier. I’m From’s Rice Serum takes that old-school idea and gives it a modern upgrade. Instead of leftover rice water, you’re getting 73% fermented rice embryo extract—smaller, more concentrated, and loaded with nutrients to soothe, brighten, and strengthen the barrier thanks to linolenic acid. Niacinamide balances oil and refines the appearance of pores, while a blend of hyaluronic acid and hydrolyzed hyaluronic acid delivers layered hydration—the latter has a smaller molecular size, allowing it to penetrate more easily for deeper, longer-lasting moisture.

    Tester feedback from senior commerce director Shanna Shipin

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    “I reach for this product when I need a gentle, all-season serum. I'm constantly switching up my skin-care routine—due to testing, but also based on the weather; how humid it is, if my allergies are acting up, if I'm super dry, the list goes on! But the I'm From Rice Serum has been a mainstay through it all. It has a nice, thin texture that's a bit gel-y (but not goopy), and absorbs so quickly. It's become a key hydrating step in my routine, and leaves my skin feeling supple, fresh, and ready for a lightweight moisturizer over top. I also love the packaging. It's a beautiful glass bottle, and the branding feels like a serene cottagecore dream.” —Shanna Shipin, senior commerce director

    More to know

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    • Key ingredients: rice embryo extract, linolenic acid, niacinamide, hydrolyzed hyaluronic acid
    • Fragrance-free: yes

    Soothing Milky Goodness: I’m From Rice Toner

    I’m From Rice Toner in branded bottle component on a light gray backgroundSave to wishlistSave to wishlist

    I'm From

    Rice Toner

    $28

    Nordstrom

    Han applying the I’m From Rice Toner

    Sarah Han

    Why it's worth it: Maybe you’re in the camp that still wonders if toner is even necessary, but in Korea, it’s one of those steps people rarely skip. I’m From’s Rice Toner is a longtime K-beauty staple, formulated with rice extract from Korea’s Yeoju region, known for its clean water and nutrient-rich soil. That’s what gives the formula its signature milky look—and its ability to hydrate, soften, and subtly boost radiance in one step. Beyond rice extract to nourish and brighten, niacinamide evens tone and refines the look of pores, while adenosine supports smoother, more bouncy-looking skin. A blend of lightweight emollients keeps things silky, and soothing botanicals like purslane and Japanese elm bark calm irritation. Give it a quick shake, then either soak a cotton pad or pour a little into your palms and press it gently into your skin.

    Tester feedback from Han

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    "A hydrating toner or essence is a non-negotiable step of my daytime and nighttime routines. I'm From’s Rice Toner is so gentle and great for all skin types: It instantly plumps my skin, giving it a brighter, refreshed look and prepping it for the serums, moisturizers, and sunscreens to follow. Now that we're in the office four days a week, I can't be bothered to wear makeup every day—but, with the help of this toner (which is so worth the hype), at least my skin looks nice and glowy." —Sarah Han, commerce editor

    More to know

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    • Key ingredients: rice extract, adenosine, niacinamide, glycerin, panthenol, purslane, Japanese elm bark
    • Fragrance-free: yes

    20 Minutes to Glow: I’m From Rice Glow Peel Off Mask

    I’m From Rice Glow Peel Off Mask white tube on light gray backgroundSave to wishlistSave to wishlist

    I'm From

    Rice Glow Peel Off Mask

    $28

    Nordstrom

    Lee applying and removing the I’m From Rice Glow Peel Off Mask

    Christa Joanna Lee

    Why it's worth it: If you couldn’t tell, Koreans really love their rice—and your skin reaps the benefits in this mask. I’m From’s Rice Glow Peel-Off Mask pairs rice extract with rice bran to gently exfoliate, lift away impurities, and boost brightness while keeping skin hydrated. The rest of the formula is thoughtfully balanced, too. Niacinamide helps even out tone and support the skin over time, while glycerin and panthenol maintain moisture levels. “Ceramides in the formula are particularly important in a peel-off format, since removal can otherwise feel drying,” says Alexandra Bowles, DO, a board-certified dermatologist based in Cincinnati, who notes that it delivers smoothness and glow “without leaning heavily on harsh exfoliating acids.” And if overnight masks aren’t your thing, the thick (but easy-to-spread) formula peels away cleanly in as little as 20 minutes.

    Tester feedback from Lee

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    “This was my first time trying a peel-off mask, and it instantly brought me back to that weirdly satisfying childhood habit of putting glue on your fingers just to let it dry and peel it off. The texture really does feel glue-like—thick and slightly tacky—but it works fast, so you only have a couple of minutes to spread it evenly before it starts setting. I have dry skin, and it dried in about 20 minutes (oilier skin types may need closer to 40 minutes). When I peeled it off, I was impressed by how juicy and moisturized my skin looked. The photo honestly doesn’t do it justice—this is one of those you-gotta-see-it-for-yourself moments.” —Christa Joanna Lee, contributing commerce writer

    More to know

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    • Key ingredients: rice extract, jojoba seed oil, niacinamide
    • How to use it: leave on for 20 to 40 minutes
    • Fragrance-free: yes

    Korea Top Seller: Round Lab Birch Juice Moisturizing UVLock Spectrum 45 Sunscreen

    Round Lab Birch Juice Moisturizing UVLock Spectrum 45 Sunscreen in branded tube component on a light gray backgroundSave to wishlistSave to wishlist

    Round Lab

    Birch Juice Moisturizing UVLock Spectrum 45 Sunscreen

    $25

    Nordstrom

    Lee applying the Round Lab Birch Juice Moisturizing UVLock Spectrum 45 Sunscreen

    Christa Joanna Lee

    Why it's worth it: Birch trees—often called the “queen of the forest”—have long been tapped for their nutrient-rich sap, especially in early spring before the leaves emerge. That slightly sweet sap is packed with natural moisturizing factors—like amino acids, PCA, and hyaluronic acid—that keep skin hydrated and balanced. It’s this same ingredient that gives Round Lab’s Birch Juice Moisturizing UVLock Spectrum 45 Sunscreen its skin-care-meets-SPF appeal. “It’s a moisturizing sunscreen that is formulated with hyaluronic acid, glycerin, and antioxidants to hydrate and soothe the skin,” says Dr. Chang. Panthenol and purslane extract calm and reduce visible redness, while the lightweight formula blends in easily and layers seamlessly under makeup. And if you’re not already in on it, Korean sunscreens—which are known for blending in seamlessly without a white cast or pilling—are in a league of their own. Consider this a great, dewy place to start.

    Tester feedback from Lee

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    "I can’t believe it took me this long to try the Round Lab Birch Moisturizing Sunscreen. Now I fully get the hype. It disappears instantly, makes my skin feel hydrated thanks to the birch sap, and honestly, my only complaint is that it doesn’t come in a jumbo bottle so I can slather it everywhere." —Christa Lee, contributing commerce writer

    More to know

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    • Sunscreen type: chemical
    • Key ingredients: avobenzone, homosalate, octisalate, birch tree sap, niacinamide, glycerin (no percentages of UV filters listed)
    • Fragrance-free: yes

    Melts Away Waterproof Eye Makeup: Round Lab 1025 Dokdo Cleansing Oil

    Round Lab 1025 Dokdo Cleansing Oil in branded component on a light gray backgroundSave to wishlistSave to wishlist

    Round Lab

    1025 Dokdo Cleansing Oil

    $23

    Nordstrom

    Han using the Round Lab 1025 Dokdo Cleansing Oil

    Sarah Han

    Why it's worth it: Picture this: Off the coast of Ulleungdo, deep-sea water sits about 5,000 feet below the surface—cold, untouched by sunlight, and naturally filtered over time. It’s rich in magnesium and calcium, which balance out your skin. That’s the mineral-rich goodness packed inside Round Lab’s 1025 Dokdo Cleansing Oil. It also features a blend of plant oils—meadowfoam, grape seed, avocado, and evening primrose—that effortlessly breaks down makeup and sunscreen without leaving behind a greasy film. Meanwhile, panthenol, allantoin, and ceramides support the skin barrier, and multiple forms of hyaluronic acid add a hit of hydration. It emulsifies quickly (we haven’t met a waterproof liner or mascara that stood a chance), then rinses clean, leaving skin soft and comfortable, never tight.

    Tester feedback from Han

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    “Round Lab's standout products, for me, come from the 1025 Dokdo line, which uses Ulleungdo deep-sea water as its star ingredient. That's what gives the cleansing oil a slightly refreshing feeling, I don't find with other oils I've used. (Apparently, this seawater is extracted 5,000 feet below sea level and stays at a cool two degrees Celsius all year round, so this checks out!) It gets rid of my eye makeup—I love my waterproof, lifeproof gel liners—in the blink of an eye, so it passes my main criteria with flying colors. It leaves my skin feeling baby-soft post-rinse, too. This is pretty niche, but I love how much the pump dispenses at once because of how high it sits. I go heavy on cleansing oil in general, especially when I'm wearing makeup, so this little design detail is appreciated!” —Sarah Han, commerce editor

    More to know

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    • Key ingredients: meadowfoam seed oil, ceramides, hyaluronic acid, panthenol, allantoin
    • Fragrance-free: yes

    3x the Vitamin C of Other Citruses: Saturday Skin Yuzu Vitamin C Sleep Mask

    Saturday Skin Yuzu Vitamin C Sleep Mask in branded component on a light gray backgroundSave to wishlistSave to wishlist

    Saturday Skin

    Yuzu Vitamin C Sleep Mask

    $39

    Nordstrom

    Han applying the Saturday Skin Yuzu Vitamin C Sleep Mask

    Sarah Han

    Why it's worth it: Yuzu has a long history in East Asia for skin-softening and wellness rituals—think citrus baths and traditional remedies—so it was only a matter of time before it made its way into a modern, glow-inducing formula. Big bonus: It also boasts three times(!) the vitamin C of most citrus fruits. Saturday Skin’s Yuzu Vitamin C Sleep Mask pairs yuzu with ascorbic acid and niacinamide to brighten and even tone overnight. It’s not just about radiance, though. Glycerin keeps skin comfortably hydrated, while ceramides, cholesterol, and linoleic acid support the barrier. Antioxidant-rich extras like sea buckthorn and vitamin E fend off dullness, and peptides smooth the complexion over time. There’s also a touch of retinol—low on the ingredient list—but since this sleeping mask stays on overnight, sensitive skin types may want to patch-test first.

    Tester feedback from Han

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    “I like loading up with retinol at night, and this overnight mask is also packed with vitamin C-rich yuzu extract, so my skin is left immediately radiant but also smoother the next morning. And despite piling on hydrating essences and serums beforehand, this doesn't leave my skin feeling overly glowy or sticky. Head's up: The citrusy scent is quite potent, so some people might not be into that, but I love it!” —Sarah Han, commerce editor

    More to know

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    • Key ingredients: yuzu extract, niacinamide, retinol, ceramides, sea buckthorn
    • Fragrance-free: yes

    Custom Fit: Saturday Skin Yuzu Vitamin C Butterfly Hydrogel Mask

    Saturday Skin Yuzu Vitamin C Butterfly Hydrogel Mask yellow box and eye masks on light gray backgroundSave to wishlistSave to wishlist

    Saturday Skin

    Yuzu Vitamin C Butterfly Hydrogel Mask

    $19

    Nordstrom

    Han applying and removing the Saturday Skin Yuzu Vitamin C Butterfly Hydrogel Mask

    Sarah Han

    Why it's worth it: If overnight masks simply aren’t your thing, Saturday Skin’s Yuzu Vitamin C Butterfly Hydrogel Mask is a quicker, more targeted option. This cooling, three-piece design hugs the “butterfly zone”—cheeks, nose, undereyes, and crow’s feet—for a snug, second-skin fit that actually stays put. The embossed hydrogel matrix locks in brightening and hydrating ingredients right where you want them. At the center of it all is yuzu (noticing a pattern?) to boost glow and wake up dull, tired-looking skin. Niacinamide and tranexamic acid even tone and refine the look of pores, while ceramides, cholesterol, and peptides support the barrier—so skin looks smoother, brighter, and more refreshed in under 30 minutes.

    Tester feedback from Han

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    “Though less common, I’m a big fan of these in-between masks (Superegg’s Calm Movement Eye & Cheek Mask is another fave.) Why wouldn’t I? In addition to treating my undereyes, these Saturday Skin butterfly masks address any dry patches on my cheeks (especially prevalent during the colder months and the separate nose patch goes to work on that pore-ridden area. As opposed to the depuffing eye patches I like to throw on quickly in the a.m. before makeup, these masks are a great nighttime option that I like to leave on for longer (up to 30 minutes!) to really let the skin-boosting actives seep in before my all-important beauty sleep picks up the rest of the work.” —Sarah Han, commerce editor

    More to know

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    • Key ingredients: yuzu, niacinamide, tranexamic acid, ceramides, cholesterol, peptides
    • Fragrance-free: yes

    Silky Makeup Melter: Skin1004 Madagascar Centella Light Cleansing Oil

    Skin1004 Madagascar Centella Light Cleansing Oil in branded component on a light gray backgroundSave to wishlistSave to wishlist

    Skin1004

    Madagascar Centella Light Cleansing Oil

    $22

    Nordstrom

    Allure contributing commerce editor Deanna Pai using the Skin1004 Madagascar Centella Light Cleansing Oil

    Deanna Pai

    Why it's worth it: It feels like every time we get comfortable with a cleanser, K-beauty finds a way to raise the bar. Centella asiatica (a.k.a. cica) is already a staple in Korean skin care, but Skin1004 goes a step further by sourcing theirs from Madagascar, where it grows in a relatively untouched environment—known for its soothing, skin-repairing benefits, especially when your barrier is feeling a little off. In the Madagascar Centella Light Cleansing Oil, it’s the very first ingredient, and the formula stays refreshingly simple from there. A blend of lightweight oils—sunflower, olive, and jojoba—melts down makeup, sunscreen, and excess sebum without leaving behind a heavy film.

    Tester feedback from contributing commerce editor Deanna Pai

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    "I don't want to be dramatic, but this has capital-T transformed by cleansing routine. I got it in a set paired with the brand's Cleansing Ampoule Foam, but this is a non-negotiable first step for melting all of my makeup off before I go in with the lather. It has a generous slip, little to no scent, and a lightweight texture that's easy to emulsify and rinse. My only complaint is that I will need a jumbo size made." —Deanna Pai, contributing commerce editor

    More to know

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    • Key ingredients: Centella asiatica, bergamot, sunflower seed, olive fruit, and jojoba seed oils
    • Fragrance-free: yes

    Powered by 500 Hours of Fermentation: Sulwhasoo First Care Activating Serum

    Sulwhasoo First Care Activating Serum in branded component on a light gray backgroundSave to wishlistSave to wishlist

    Sulwhasoo

    First Care Activating Serum

    $89

    Nordstrom

    Former Allure senior news editor Nicola Dall’Asen applying the Sulwhasoo First Care Activating Serum

    Nicola Dall'Asen

    Why it's worth it: We can spot a filler ingredient from a mile away—but ginseng, especially when Sulwhasoo gets involved, is doing the heavy lifting. The brand ages its ginseng for 500 hours before it ever makes it into the First Care Activating Serum, and then pairs it with a blend of peony root, lotus seed, white lily, Solomon’s seal, and rehmannia to make skin look brighter, stronger, and more energized. It’s not just about glow, either: The formula works beneath the surface, “helping repair the barrier, boost collagen, and fight signs of aging,” says Dr. Chang. And because this is K-beauty, the experience is part of the appeal. “Sulwhasoo’s products always feel luxurious. The herbal extracts give it an elegant, grounding scent that feels so soothing,” adds Hee Jin Kim, MD, a board-certified medical doctor based in Fort Lee, New Jersey.

    Tester feedback from former senior news editor Nicola Dall’Asen

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    “When my skin's in serious need of extra TLC—as in, spend-an-entire-night-doing-a-12-step-routine serious—this serum is the first thing I grab after my face is double-cleansed. It's the ultimate K-beauty serum in my eyes because its barely-there texture allows me to layer it with as many other serums, sheet masks, and creams as I like without pilling, which is exactly what it's designed to do. Packed with antioxidant ginseng, it works with your other skin-care steps to boost hydration, elasticity, brightness, and overall skin barrier strength. It's a non-negotiable step before I put on any sheet mask, but it works just as effectively on its own.” —Nicola Dall’Asen, former senior news editor

    More to know

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    • Key ingredients: ginseng, herbal extracts, vitamin C
    • Fragrance-free: no

    Cuddly, Cloud-Like Cleanser: Sulwhasoo Gentle Cleansing Foam

    Sulwhasoo Gentle Cleansing Foam light yellow bottle of cleansing foam with a white pump cap on light gray backgroundSave to wishlistSave to wishlist

    Sulwhasoo

    Gentle Cleansing Foam

    $38

    Nordstrom

    Allure senior art director Ingrid Fowler using the Sulwhasoo Gentle Cleansing Foam

    Ingrid Fowler

    Why it's worth it: If you’re someone who dreads that tight, squeaky-clean feeling after washing your face, Sulwhasoo’s Gentle Cleansing Foam is a nice departure. It starts rich and cushiony, then builds into a soft lather that lifts away dirt, oil, and makeup without leaving your skin feeling stripped. True to Sulwhasoo form, it’s infused with ingredients like ginseng and orange peel extract to keep things balanced and comfortable. It also sneaks in a few under-the-radar extras—like chestnut shell extract for mild exfoliation, brightening coix seed, and hydrating yam root—which explains why your skin feels soft after rinsing. Still side-eyeing the price? There’s a mini 50-milliliter size that makes it easy to try (and toss in your travel bag) before you inevitably love it.

    Tester feedback from senior art director Ingrid Fowler

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    “As the name says, it's super gentle. I find it effectively cleanses without stripping my skin, leaving it soft after use and after following up with a moisturizer. It smells fresh but not too strong, and the bottle looks chic in my bathroom. I prefer a pump bottle like this for easy use on a sink or in the shower. The price is a tad high for a simple liquid-to-foam cleanser, but I love using it so much that it's worth it. I think this would be an effective product for many skin types, thanks to its gentle formula. It's one of my favorite cleansers!” —Ingrid Fowler, senior art director

    More to know

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    • Key ingredients: herbal extract blend (raspberry, mulberry leaf, mountain yam, cocoa):
    • Fragrance-free: no

    Frequently Asked Questions

    Can I trust buying Korean skin-care products online?

    Yes, especially if you’re shopping for Korean beauty products through a trusted retailer like Nordstrom—but it’s still worth paying attention to who you’re buying from. While Nordstrom curates its assortment, some beauty brands like Haruharu Wonder may be fulfilled by third-party sellers. A quick check to make sure the product is sold directly by Nordstrom (rather than a marketplace partner) can give you a little extra reassurance.

    It also doesn’t hurt that shopping for K-beauty products at Nordstrom makes the whole process feel low-risk: If something doesn’t work out, returns are easy to handle either online or in-store (no repackaging stress), which isn’t always the case with other e-tailers.

    How does Nordstrom curate their K-beauty products?

    Nordstrom’s approach to curating K-beauty is, as West puts it, “rooted in thoughtfulness.” Rather than chasing trends, the team looks for brands that “balance innovation with integrity,” prioritizing clinically backed ingredients and formats that make routines feel “lighter and more intuitive”—like toner pads and ampoule-infused treatments that simplify steps while still delivering results. “Transparency matters, too,” she adds, noting a focus on formulas centered on hydration, sensitivity, and barrier health. “Those everyday concerns that resonate across every skin story.” Just as key is how those products are introduced: Nordstrom relies on curation and clear storytelling to “simplify that journey,” spotlighting approachable entry points that make discovery feel effortless rather than overwhelming.

    Meet the experts

    • Alexandra Bowles, DO, a board-certified dermatologist based in Cincinnati
    • Y. Claire Chang, MD, a board-certified dermatologist at UnionDerm based in New York City
    • Hee Jin Kim, MD, a board-certified medical doctor and Medical Director of PureenMD based in Fort Lee, New Jersey

    How we test and review products

    When Allure tests a product, our editors look at it from every angle in an effort to best serve you. We review ingredients, scrutinize brand claims, and, when necessary, examine peer-reviewed scientific and medical studies. In addition to testing each and every product that's included in each and every review, we rely on experts who shape their fields, including dermatology, cosmetic chemistry, and medicine, to help us vet the ingredients and formulas.

    For our list of the best K-beauty at Nordstrom, we considered each product's performance across five primary categories: product ingredients and efficacy, packaging, fragrance, texture, and product wear. Every product was determined to have excelled in each category by our editorial team, which is composed of in-house writers and editors as well as contributors—along with special consideration from board-certified dermatologists, estheticians, and brand founders. To learn more information on our reporting and testing processes, read our complete reviews process and methodology page.

    Our staff and testers

    A beauty product is a personal purchase. You might be searching for a face cream to address persistent dryness or a new nail product to add to your Sunday self-care routine; you may simply be browsing around for the latest launches to hit the hair market. No matter what you seek or your individual needs and concerns, Allure wants to ensure that you love anything we recommend in our stories. We believe that having a diverse team of writers and editors—in addition to the wide range of outside testers and industry experts we regularly call upon—is essential to reaching that goal.

    After all, can we really say a skin-care product is the "best" for people over 50 if the only testers we've solicited opinions from folks who have yet to hit 30? Can we honestly deem a high-end diffuser worthy of your hard-earned cash if it's never been tested on curls? We're proud that our staff spans a wide range of ages, skin tones, hair textures, genders, and backgrounds, which means that we are able to fairly assess any beauty product that comes into the beauty closet.

  • What’s a ‘Mormon Wife’ Supposed to Look Like in 2026? | The Secret Lives of Mormon Wives Cast Interview

    What’s a ‘Mormon Wife’ Supposed to Look Like in 2026? | The Secret Lives of Mormon Wives Cast Interview

    The Secret Lives of Mormon Wives costars Jen Affleck Mayci Neeley Layla Taylor Miranda Hope Jessi Draper and Mikayla...Save StorySave this storySave StorySave this story

    March 2026 was poised to be perhaps the pinnacle of Utah Mormon cultural influence. The fourth season of the Hulu sensation The Secret Lives of Mormon Wives was dropping 10 new episodes of soft waves, plump lips, and perky breasts. And just 10 days later, the latest season of The Bachelorette would premiere on ABC with a Mormon woman—Taylor Frankie Paul, a cast member of SLOMW—at its center for the first time. But last week, what may have been cracks in the picture-perfect presentation of this demographic of Utah women became a major fissure when a 2023 video of Paul throwing metal barstools at her ex-partner, Dakota Mortenson, while her child is in the room surfaced online. Just three days before it was set to premiere, The Bachelorette—at a likely cost of tens of millions of dollars—was entirely cancelled. There are reports from cast members that the filming of season five of SLOMW has been paused. (As of press time, Hulu had not replied to a request for comment.)

    Over the last decade, the cultural currency of the Church of Jesus Christ of Latter-day Saints (LDS) has risen sharply in the United States, as the Mormon lifestyle bloggers of the 2010s laid the groundwork for the reality show influencers of today. Those young content creators—with their long, shiny hair, mostly modest attire, affiliate links, and several children under five—walked so Paul and her #MomTok compatriots could run (perhaps a little too far). Is this month’s turmoil an indication that the Mormon commerce machine may come to its inevitable end? Or will it now morph once again?

    A few weeks ago, I flew to Salt Lake City to report on the powerful 2.0 wave of Utahn beauty influence—timed perfectly to this Big Month for Mormons. I sat down with the cast of SLOMW (minus Paul, who pulled out the day before, and Whitney Leavitt, who is currently performing on Broadway as Roxie Hart in Chicago), visited the med spa of The Real Housewives of Salt Lake City’s Heather Gay, got Utah Curls, and slurped on a “dirty soda.” This is what I found along Interstate 15—and where I think this aesthetic subculture-turned-juggernaut is headed next.

    I've only been in Jessi Draper’s chair for four minutes when she starts telling me about her labiaplasty. “After having a baby, I was like, it's not the same down there. It was hard to wear yoga pants. It was just distracting,” the 33-year-old hairstylist says while twirling a lock of my hair into her signature—and, since 2024, trademarked—“Utah Curls” style. The inner (or, in this case, outer) workings of their genitals may be TMI for the average chat with your hairstylist, but for Draper, this is small talk. In fact, she’s told this story before, on the first season of Hulu’s megahit reality show The Secret Lives of Mormon Wives. (Hulu doesn’t release its numbers, but there are rumors that ratings have topped that of The Kardashians.) Getting a labiaplasty—or breast implants, Botox injections, spray tans, or lash extensions—is par for the course in Utah Mormon beauty culture.

    We’re in JZ Styles, a 15,000-square-foot beauty behemoth that Draper founded in 2016 alongside her father. The salon is nestled in the Pleasant Grove suburb of Salt Lake City, just down the road from one of the town’s Swig locations, the “dirty soda” shop that skyrocketed to nationwide fame after the show’s premiere. (Mormon doctrine forbids alcohol consumption; it takes no issue, however, with drinking a blend of Diet Coke, flavored syrup, and half-and-half.) This area, which is home to utopian-sounding towns like Thanksgiving Point and American Fork, has more plastic surgeons per capita than Los Angeles, according to a 2017 report published by the Utah Women & Leadership Project. Utah also has more members of the Church of Jesus Christ of Latter-day Saints (LDS) than, well, anywhere else in the United States; approximately 42% of the state’s population identifies as Mormon.

    Along with the salon, the building is home to a warehouse—where the SLOMW production company rents out space to shoot the cast’s confessionals—and a store that sells walls of hair extensions, styling products, accessories, and merch, including sweatshirts with words like SAINT, SINNER, and FAME WHORE emblazoned on them. There’s also a crewneck that says BAD AT HAIR, a reference to drama Draper had with costars Taylor Frankie Paul, 31, and Demi Engemenn, 31, during season two of the show, when Engemenn allegedly advised Paul to stop seeing Draper for her extensions because she was "bad at hair." Utah Curls is printed on the packaging for Draper’s beige and pink curling irons, which come in three sizes. (She tells me they sold out in less than 24 hours following season one’s premiere.) In the same space is a hair school called JZ Academy. Draper currently has around 50 employees who help her run the place (including her sisters, who serve as the heads of operations, and her mom, who is also a hairstylist, as lead educator). And even though I’m there at 12 p.m., on a random Tuesday in March, six of the salon’s other chairs are filled by young women. All of them are getting blonde highlights.

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    Even if you haven’t seen The Secret Lives of Mormon Wives, you probably know a “Mormon wife” when you see one. If the original, modern LDS stereotype was conservative young men in white shirts and black ties (if you’re not one of the millions who saw The Book of Mormon, you know the image), today’s aesthetic vision of Mormonism is quite the opposite. “You can tell when a girl's from Utah,” Draper tells me. There’s “a lot of blonde bitches here,” her costar Mikayla Matthews, 25, says later, as we sit in the back office of JZ Styles with Draper and costar Mayci Neeley, 31. LDS members pioneered the settlement of this state, and Utahns, whether they’re Mormon or not, are heavily influenced by the religion’s culture; the restaurant inside my hotel in downtown Salt Lake City was not serving alcohol, for example. The show’s cast of women, who at some point have all been members of the church, are mostly white with long hair, microbladed eyebrows, Juvéderm-filled lips, and, quite often, pregnant bodies—there are, at the time of publication, 23 children between the seven cast members (we’re not counting Engemenn, who is no longer filming the show).

    Over the sounds of a few high-powered hair dryers, six of the show’s current cast members tell me that the area’s obsession with aesthetics isn’t just an overblown media headline. I believe them since I’ve now seen the infamous aesthetics-focused billboards that line Interstate 15, the major highway that cuts through Utah County, with my own two eyes—they advertise for plastic surgeons, med spas, teeth whitening services, hair extensions, and even Draper’s salon. “I think that if people assume that this is a vain state, they would be correct,” says costar Layla Taylor, 25.

    Each of the SLOMW cast members has spoken openly about their aesthetic work, ranging from neuromodulators to breast implants to the aforementioned labiaplasty. After filming season one, Taylor gifted herself a breast augmentation, rhinoplasty, a tummy tuck, Botox, and filler in her lips, chin, and jaw. “I had kids young, and I love my babies to death, but they screwed up my body, and I wanted to feel hot again,” she said on Page Six’s Virtual Reali-Tea podcast at the time. “I’m single. I want a new husband one day, so I had to revamp!”

    Some of them have documented their experiences on camera—both for the show and for their personal social media. In 2022, Taylor Frankie Paul, the fallen Bachelorette, made the women’s “MomTok” group famous for outing her swinging scandal. In season four, which premiered earlier this month, she gets a breast augmentation. It’s her second in less than four years. I was scheduled to interview Paul at JZ Styles, but the day before I arrived, I was told she would no longer be there. We didn’t get a chance to discuss her revision—or anything else. During a confessional interview, she said she wanted to get a “touch-up” after having another child and also for her upcoming appearance as the lead on The Bachelorette. “I think I’m about to be in a lot of dresses,” she says. “If you know me, I’m not normally in dresses, so I just kind of want to feel good in them.”

    For the stars of SLOMW, telling the world about where and what on their bodies they’ve had poked and prodded feels natural. Like their moral obligation, even. “We're not pushing for people to get plastic surgery,” Matthews says. “It's just like, ‘Hey, if this is something you want to do, there's no shame, there's no judgment. This is my experience for your information, for your knowledge.’”

    “That's how it should be,” adds Neeley. “You see certain celebrities and [they say], ‘I've never done anything.’ I think that's why we like to be open about it too, because I'm like, it's so weird to act like you are perfect. We know we're not.”

    The Secret Lives of Mormon Wives costars Mayci Neeley Jen Affleck and Mikayla Matthews

    Neeley, Affleck, and Matthews at JZ Styles, the birthplace of Utah Curls.

    When Allure traveled to Utah in 2017 to investigate that earlier phenomenon of LDS influence, we learned that while there’s no Mormon doctrine that outright says, “thou shalt be hot,” there are messages regarding a woman’s appearance that filter through the church. The LDS website even has a section on “Dress and Appearance” for its young missionaries. “From a young age, we’re taught that our bodies are sacred temples where we make covenants with God. It’s about self-confidence from the inside out. Inner beauty is really important, too,” Dancing with the Stars cast member (and erstwhile blogger) Witney Carson told writer Alice Gregory at the time.

    “It's said that the harder you work as a missionary, the hotter your wife."

    Some are a bit less eloquent than Carson in addressing the value that the religion can put on appearance, particularly that of a woman: “It's said that the harder you work as a missionary, the hotter your wife,” says Julie de Azevedo, PhD, a Salt Lake City–based psychotherapist specializing in Mormon women’s emotional health and relationships. “They joke about it, but I think there's truth in jest.” The misogyny isn’t exactly whispered among Mormon men. It’s often said out loud. And recorded. And published on the internet. In 2015, Elder M. Russell Ballard, a prominent member of the LDS faith, who served as president of the Quorum of the Twelve Apostles from 2018 until his death in 2023, gave a devotional where he suggested to women that they "don't wander around looking like men. Put on a little lipstick now and then and look a little charming. It's that simple.” There are plenty of other sexist incidents and similar messages that’ve been repeated throughout the church’s recorded history, including a 1994 sermon by former church president David O. McKay in which he encouraged women to wear makeup, declaring “even a barn looks better when it's painted.” It’s not hard to imagine what’s said behind closed doors.

    You don’t need to be exceptionally pious to be affected by the Mormon way of life. In fact, the cast says the church’s influence is very much embedded in their psyches, even though not all of the Wives are devout followers of the religion. It makes sense, since being part of the LDS faith affects every aspect of a churchgoer’s life: what they wear, what they drink, whom they marry, and how they spend their time. Many have vocally left the church, including Taylor, Matthews, Draper, and their costar Miranda Hope, 27. Jen Affleck, 26, tells me she’s currently going through a “faith crisis” and is unsure of where she stands, although a few days after our chat, she vlogged herself attending church. Neeley tells me she’s still very much a practicing Mormon. Paul and costar Whitney Leavitt, 32, still attend church. “If you've ever deconstructed a high-demand religion, it is so much more than just going through the faith crisis alone and coming out on the other side,” Hope says. “There are so many things I'm so grateful for that the church taught me and that I still practice today, but at the same time, there are still things that I find I [need to] work through.”

    The Secret Lives of Mormon Wives costars Layla Taylor Jen Affleck and Miranda Hope discuss Mormon beauty standards and...

    From left: Taylor, Affleck, and Hope were quick to admit that the aesthetic stereotypes of Utahns are exactly what the billboards lining Interstate 15 would lead one to believe.

    Even if they’re not the devout Mormons who wear sacred garments and stay virgins until marriage, to outsiders the cast has become unofficial spokeswomen for the faith, or at least the culture. This is, in part, by design: Dr. de Azevedo says there’s a saying that “every member [is] a missionary," which is the idea that “you shine your light and other people will want to be Mormons.”

    Katie Ludlow Rich, a scholar specializing in Mormon women’s history, tells me that post-World War II, there was a movement within the church to assimilate into the broader American culture. “In the bigger push toward missionary work, there seems to be a stronger emphasis placed on appearance, not only those spiritual imperatives of attracting a mate,” she says. “You are a missionary. Everywhere you go, you represent the church, and so you have to look a particular way in order to represent the church well.” Because who wouldn’t want to join a religion seemingly spitting out beautiful women?

    A recent survey published by two researchers at Brigham Young University (LDS’s higher-education center, and where many young Mormons meet their future mate) found that 14% of the 1,333 Latter-day Saints surveyed (82% of whom were women) have had major cosmetic surgery and 20% had undergone cosmetic enhancements, which, beyond Botox, include treatments such as laser hair removal, chemical peels, and dermabrasion. These numbers, the researchers say, are significantly higher than the national average (according to Pew Research Center, only 4% of Americans report having had cosmetic surgery). Still, 10 years ago, plastic surgery was far more secretive even among members of the LDS community. “Now it's like, I want everyone to know that I am invested in self-care, that I can afford it, that I am going to the coolest place in town, and that I own what I want and I get it,” says Heather Gay, owner of Beauty Lab + Laser, a med spa based in the Utah capital. (She, too, has purchased billboards on Interstate 15, including one two years ago that encouraged passersby to “Love thy selfie.”)

    Gay is also a cast member of The Real Housewives of Salt Lake City, another successful reality show franchise that lifts the curtain on Utahn Mormon culture (three cast members are ex-Mormons, while one is still practicing). She left the church nine years ago, in her early 40s, and has since publicly distanced herself from the faith. Her book, Bad Mormon, and the Peacock limited series, Surviving Mormonism with Heather Gay, both explore the psychological impact of LDS culture.

    Heather Gay part of the cast of The Real Housewives of Salt Lake City has a unique window into the Mormon wife aesthetic...

    RHOSLC star Heather Gay now runs two Beauty Lab + Laser locations in the Salt Lake City area.

    The constant nipping and tucking might seem at odds with a religion that preaches modesty and a sacred text that advises parishioners to abstain from consuming alcohol, tobacco, drugs, and caffeine, and declares that tattoos and piercings don’t show “respect toward our earthly bodies.” But Mormonism is a high-demand, patriarchal religion, and the church’s obsession with godly worthiness has only made the fixation on beauty flourish. “There's a scripture that says, ‘Be therefore perfect,’ and I think that's misinterpreted as, ‘be externally flawless,’” says Dr. de Azevedo. “There's kind of this cultural belief in Utah that if you look perfect—if your kids look perfect, if your house is perfect—then somehow it's tied to your righteousness.” As Brigham Young, the second president of the LDS church, told the early Utah settlers in the mid-1800s: “Beautify your gardens, your houses, your farms; beautify the city. This will make us happy and produce plenty.” In other words: Appearance matters.

    “There's a scripture that says, ‘Be therefore perfect,’ and I think that's misinterpreted as, ‘be externally flawless.'"

    It makes sense, then, why these women put so much time and effort into their outward presentation. “Women are encouraged to be stay-at-home moms, so if you don't have other ways to find satisfaction and value, you might focus more on appearance as something you can control or something that you can make you feel good about yourself, because you're not achieving outside of the home as much,” Dr. de Azevedo says.

    “There are these spiritual imperatives that are placed on [Mormon women] to look a particular way in order to attract a husband,” Rich says. Marriage is not a choice. Here, it’s necessary for salvation. “You can't be with your family for eternity in LDS theology unless you are married and sealed for time and eternity in the eldest temple,” says Rich. “To return to heaven or to have an eternal family, that requires marriage.”

    But there are twice as many single women as there are men in the LDS faith, making finding a suitable husband to marry and have babies with yet another competition. And most Mormons don’t risk waiting: The average age of marriage is 28.5 for men and 26.8 for women, according to a 2023 devotional given by the church’s current president, Dallin H. Oaks. The SLOMW cast members were all married for the first time between the ages of 17 and 23. “There is pressure to get married, and when you're finding your significant other, you obviously want to attract the right person,” Affleck tells me. “So what do you do? You do all the right things.”

    The one-upmanship continues even beyond marriage. Rich tells me that she knows of an 88-year-old lifelong Mormon woman living in Boston who goes to weekly lash appointments. “She lives in an upper-middle-class neighborhood in Boston where there are lots of professional women, and she said, ‘None of them go get their eyelashes done. But when I go to church, most women have their eyelashes done,’” Rich says. “And that's a woman in her 80s, feeling this pressure.”

    “It's a performative faith,” says Gay. "You're Mormon as much by the things you believe as by the things you do and don't do. It's like, ‘Oh, are you getting your lips done? I'm getting my lips done. Are you getting Botox? I'm getting Botox.’ You are constantly checking yourself against your neighbor.” Hope, who left the church following her own faith crisis around the time season one began filming, agrees: “I think we've all heard the term ‘keeping up with the Joneses,’ and I think that's very prevalent in Utah,” she says.

    Researchers have found that this kind of environment can create something known as a "contagion effect,” in which attitudes or behaviors can spread throughout a specific population. This phenomenon has also been reported in places like South Korea and in Orthodox Jewish communities, where there is ethnic homogeneity—and an outsized number of plastic surgery patients. The pursuit of perfection, in this case, is also tied to proximity to whiteness. “Everyone's blonde and blue-eyed here,” Affleck, whose mother is Ecuadorian, says. “Being different, we just stand out, and that can cause a lot of insecurities. I mean, I've been guilty of dyeing my hair blonde for that exact reason.” Utah County is 89.2% white, and the LDS faith globally is 72% white.

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    Taylor says that being the only Black cast member on SLOMW is still an everyday struggle. “For a long time, I thought the perception of beauty was long, straight hair, light-colored eyes, skin that wasn't dark like mine,” she tells me. “I tried to bleach my skin one time, and I straightened my hair my whole entire life and have done things that were very toxic because I thought that that's what beauty was because it's all I saw growing up.” While this is in part because of the homogeneity of the region, racism is also embedded into the very fabric of the religion: Earlier versions of the Book of Mormon contained a passage that described dark skin as a curse from God (it’s since been revised to contain less harsh language, says Rich), and until 1978, the LDS faith did not allow Black men to become priests. Today, the church has a statement on its website saying it “condemns racial and cultural prejudice in any form.”

    While she says she’s filtered herself in past seasons, Taylor has since learned to show up as her authentic self. Part of that transformation was inspired by finding a Black hairstylist who understands how to work with her hair texture. “I've had braids now. I've worn wigs now, and it's been so cool to fully embrace that side of myself,” Taylor says. “For a long time, I felt like I wasn't safe to do so.” She had been getting her hair done at JZ Styles, including extensions, but stopped in season three due to the damage caused by the employees’ lack of experience working on Black women’s hair. Now, Draper says she’s working with Taylor’s stylist on a curriculum for JZ Academy. “I just think it's important to kind of expand what you know,” she tells me while I’m in her chair. “Even though Utah's predominantly white, it's good to know everything. I never want to be in that situation again.”

    The night before I was set to interview the SLOMW cast, I strolled through downtown Salt Lake City in the rain looking for a spot to get a manicure. I didn’t have any trouble finding a suitable place steps away from Temple Square—the area known as the historical and spiritual center of the LDS church. Three young women had also braved the downpour to get pedicures, and they sat side-by-side in their Utah best: matching sweatsuits and highlighted beachy waves. Each of them opted for the same pinky-nude polish on their toes. The topic of discussion was fake tanning, and they were listing the pros and cons of their two favorite brands: Glowing Tan and St. Tropez. Two of them were wearing engagement rings. They appeared to be college-age.

    My fellow nail salon-goers were the portrait of the SLOMW season one version of Mormon beauty, but I’d argue the cast today represents Mormon beauty 2.0. So, what’s the 2026 version of a Utah Curl? “It’s all about the blowout,” Affleck says, her dark hair blown out smooth and sleek with soft flips that emphasized her layers. Draper adds that her clients are ditching the stereotypical “long, long, long hair” and requesting shorter, more natural hairstyles and colors. Only two of the eight wives this season are blonde, a stark difference from season one, wherein all but one had highlights, lightened hair, or full-on bleach jobs. Taylor says she hasn’t had lash extensions in years. Matthews took out her breast implants in 2024, although it was more because she believed they contributed to her chronic eczema flare-ups than for aesthetic reasons. Gay also sees the aesthetic goals of her Beauty Lab + Laser clients evolving: Instead of puffing up their faces with filler, they’ve become more interested in microneedling and lasers, which Draper and Hope also say are now part of their beauty routines. “Everyone wants really glowy, really tight, glazed donut skin,” Gay says. (Allure has previously reported on the safety concerns regarding med spas, so please proceed with caution.)

    The new definition of Mormon perfection looks different now, but that’s not to say the pursuit of looking naturally beautiful is easier than looking artificially enhanced. After Draper releases one final Utah Curl into my hair (I now match the six other clients in the salon), she tells me she regrets her most recent cosmetic surgeries, which included an upper and lower blepharoplasty, a procedure that involves removing excess skin around the eyes, along with fat grafting in her face. She says she got caught up in “it,” and I assume she means the quest for flawlessness. “I went in for one thing, and I was talked into doing other things,” she explains. “It can be really easy to get talked into things because we're, again, in Utah Mormon culture, and the standard of beauty is so high, and we're also on TV.”

    Hairstylist and The Secret Lives of Mormon Wives costar Jessi Draper demonstrates Utah Curls which have come to define...

    Draper uses a curling iron from her own line to create her trademark—literally—style of ringlets, called Utah Curls.

    A few days after our chat, Draper shared a video to her 1.6 million Instagram followers, addressing the negative comments from strangers about her appearance. She revealed that she got Kybella injections in hopes of reversing the effects of the fat grafting in her face. “I have such self-confidence issues, and looking back, I can totally see how I was blinded by those,” she says. “I was beautiful, and I wasn’t able to say that a few months ago, and I can say that now.”

    “Appearance is everything here,” Taylor reiterates. She’s been open about her ongoing eating disorder throughout the show, and during the final episode of season four, she tells Hope and Draper that she’s been abusing Tirzepatide, a GLP-1. “I got it from a plastic surgeon here in Utah in the fall of last year,” she tells me. “They just handed it to me without ever having an appointment with me. They got me a prescription, and it was at my house the next day.” She stopped using it a couple of months ago. “I'm very happy that I shared that with the world because there are so many people that abuse this drug and it's so easily accessible now,” she says.

    “I have no interest in changing myself… I mean, I have a boob job, I get Botox."

    Two years ago, Hope seriously considered getting her ears pinned back. “They stick out more than I would like,” she admitted, although she says it never really bothered her until she received comments about it online. She’s since changed her mind. “I remember looking back at baby pictures of my son and even now, he has my ears exactly, and I was like, ‘I'm not doing that anymore," she says. “I have no interest in changing myself… I mean, I have a boob job, I get Botox. I'm still open to doing that stuff. However, I think being very intentional with it is important.”

    With a 40-ounce #MomTok-branded Hydrojug weighing my bag down, I left JZ Styles to tag along with Hope for a visit to Rise Rejuvenation, a med spa just 20 minutes north that’s frequented by the cast. (The American Med Spa Association estimates that there are 225 med spas in Salt Lake City and another 125 in Utah County, where Rise is located.) Season one’s most memorable scene includes Neeley, Leavitt, and Matthews at the practice, inhaling laughing gas in what they describe as a Mormon loophole to get “high” without drugs. When I ask Hope if she ingests the stuff every time she visits the med spa, she laughs and says only sometimes: “I will just for kicks and gigs, but normally I don't do it when I get my Botox done.” Besides getting neuromodulators in her forehead, eleven lines, and lips, Hope often gets HydraFacials at Rise and is interested in getting a Moxi treatment, a non-ablative resurfacing laser. She says she’ll just have to wait until there’s enough downtime between filming to fully recover.

    Miranda Hope The Secret Lives of Mormon Wives costar gets Botox injections every few months

    Hope gets Botox in her forehead, eleven lines, and lips.

    The Secret Lives of Mormon Wives costar Miranda Hope gets Botox injections which she says are a regular occurrence in...

    After Hope’s appointment, I head back to downtown Salt Lake City with my head of Utah Curls to walk around the 10-acre campus that’s home to the Salt Lake Temple (a modest footprint, really, when you consider that the church is the nation's fifth-largest private landowner and owns 1.7 million acres across America). The area is eerily quiet at 5:30 p.m. A few women pushing strollers walk past me with similar-looking ringlets in their hair, although their eyes look far more tired than mine. I approach the 222-foot-tall temple looming in the center of the campus, but I can’t get too close: It’s currently undergoing an aesthetic upgrade of its own, set to be completed late this year.

    “Hello!” I hear from behind me. I turn to see two modestly dressed, blue-eyed young missionaries approaching me—a blonde sporting a messy low bun and a brunette with undone waves. There isn’t a hair or lash extension in sight. “I love your hair,” the blonde tells me, gesturing to my curls. “Do you want to learn about what goes on in the Temple?”

  • 8 Best Growth-Factor Serums for Smoother Skin and Fewer Fine Lines

    8 Best Growth-Factor Serums for Smoother Skin and Fewer Fine Lines

    Image contains a collage of growthfactor serumsCollage: Paula Balondo; Source images: Courtesy of brandsSave StorySave this storySave StorySave this story

    If your goal is chasing or maintaining that youthful glow, the best growth-factor serums might be your easiest next step, especially if needles and lasers aren’t your thing. But for the uninitiated, what are growth factors? “Growth factors are proteins that play an important role in stimulating cell growth, regeneration, and healing,” says Mina Amin, MD, a board-certified dermatologist in Los Angeles.

    Growth-factor serums are also a well-researched and highly effective addition to modern skin care, according to Blair Murphy-Rose, MD, a board-certified dermatologist based in Newport Beach, CA. “Clinical trials have demonstrated their ability to improve skin firmness, hydration, and elasticity,” adds Dr. Murphy-Rose. However, as with all serums, not all growth-factor treatments are created equal. The key types you'll commonly hear about are EGF (epidermal growth factor), which mainly speeds up skin cell turnover and repair, while FGF (fibroblast growth factor) is more focused on supporting collagen and elastin production—think structure and bounce.

    Our Top Growth-Factor Serums

    • Best Overall: SkinMedica TNS Advanced+ Serum, $295
    • Best Brightening: Dr. Diamond’s Metacine Instafacial Plasma, $200
    • Best for Early Signs of Aging: Medik8 Liquid Peptides Advanced MP, $94
    • Best for Dry Skin: Allies of Skin Multi Peptides & GF Advanced Lifting Serum, $188
    • Best Budget: The Inkey List 15% Vitamin C and EGF Brightening Serum, $18

    You’ll also see a distinction in how those growth factors are sourced: Some formulas use growth factors derived from human stem cell-conditioned media (essentially, those are lab-cultured cells that release a mix of signaling proteins), while others rely on biomimetic or lab-engineered peptides designed to mimic those same signals. Both approaches aim to trigger similar repair pathways in the skin, though they differ in complexity, intensity, and—often—price point.

    So, let’s cut to the chase and dive into the formulas dermatologists and editors trust.

    Frequently Asked QuestionsAccordionItemContainerButtonLargeChevron

    • Do growth-factor serums really work?
    • Is growth factor better than retinol?
    • Meet the experts
    • How we test and review products
    • Our staff and testers

    Best Overall: SkinMedica TNS Advanced+ Serum

    SkinMedica TNS Advanced+ Serum in branded component on a light gray backgroundSave to wishlistSave to wishlist

    SkinMedica

    TNS Advanced+ Serum

    $295

    Amazon

    $295

    Dermstore

    $295

    Bluemercury

    Why we love it: A routine Best of Beauty Award winner, SkinMedica’s TNS Advanced+ Serum is a human growth-factor formula that set the standard long before it became a buzzword. If you’re wondering, TNS stands for tissue nutrient solution, a nod to its star ingredient: human fibroblast conditioned media. This serum supplies the skin with growth factors to improve the appearance of fine lines, coarse wrinkles, skin tone, and texture. “SkinMedica received the patent in 2000 for the first cosmetic product with growth factors,” explains Dr. Amin. “It’s one of the most clinically supported growth-factor serums on the market, offering firmer-looking skin in as little as two weeks,” adds Dr. Murphy-Rose.

    Allure executive beauty director Jenny Bailly applying the SkinMedica TNS Advanced+ Serum

    Jenny BaillyBailly after applying the SkinMedica TNS Advanced Serum

    Bailly after applying the SkinMedica TNS Advanced+ Serum

    Jenny Bailly

    Tester feedback from executive beauty director Jenny Bailly

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    “I say it to any skin-care consumer who will listen: When I use SkinMedica TNS Advanced+ Serum regularly, I get not-infrequent compliments on my skin. When I run out—which I really try to avoid—they start to dry up. This stuff just makes my skin… better. My only beef with this OG serum had been the dual-chamber bottle. SkinMedica just launched totally new packaging for TNS Advanced+, and I've had zero dual-pumping issues with the cleaner, slimmer bottle.” —Jenny Bailly, executive beauty director

    Tester feedback from contributing commerce editor Deanna Pai

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    “A dermatologist once told me that this stuff was the reason she was well into her 40s before she started using Botox, so I, being in my late 30s, see it as my alternative, too. And while, okay, I do get Botox, I supplement it with this every morning, which keeps my skin firm and smooth. I see it as more preventative than reparative at this point, but I really like the lightweight texture and nonexistent scent. My only gripe is with the dual applicator; sometimes, it only pumps product out from one side, which means I can be left using only one of the enclosed serums for weeks." —Deanna Pai, contributing commerce editor

    More to know

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    • Key ingredients: growth factor blend, peptide complex, French flaxseed
    • Type of growth factor: human
    • Fragrance-free: yes
    • Who it’s for: aging and sagging skin

    Best Brightening: Dr. Diamond’s Metacine Instafacial Plasma

    Dr. Diamond’s Metacine Instafacial Plasma in branded component on a light gray backgroundSave to wishlistSave to wishlist

    Dr. Diamond's Metacine

    Instafacial Plasma Bioactive Growth Factor Serum

    $200

    Bluemercury

    Allure associate beauty editor Annie Blay-Tettey applying the Dr. Diamond’s Metacine Instafacial Plasma

    Annie Blay-Tettey

    Why we love it: Jason B. Diamond, MD, a Beverly Hills-based facial plastic surgeon, created the Metacine collection as a take-home version of his famous Diamond InstaFacial—a treatment beloved by the Kardashian sisters and Alex Cooper of Call Her Daddy, and even stamped “dreamy and creamy” by Kate Hudson. While the in-office facial uses lasers, microneedling, and platelet-rich plasma (PRP) to tighten skin, the Metacine system delivers similar effects with two products: plasma and emulsion. Plasma features bioidentical human growth factors to boost skin regeneration, while Emulsion, with retinoids, accelerates cell renewal.

    Five years in the making, the formula is backed by an independent (albeit small) clinical study of 35 participants across a range of skin tones, who swapped out their usual routines and were evaluated at four and eight weeks using clinical-grade imaging and self-assessments—so it pulls from both clinical data and real-world use. P.S. Just like PRP, the serum has a red tint, but fear not, it dries down clear.

    BlayTettey before applying the  Dr. Diamonds Metacine Instafacial Plasma

    Blay-Tettey before applying the Dr. Diamond’s Metacine Instafacial Plasma

    Annie Blay-TetteyBlayTettey after applying the  Dr. Diamonds Metacine Instafacial Plasma

    Blay-Tettey after applying the Dr. Diamond’s Metacine Instafacial Plasma

    Annie Blay-Tettey

    Tester feedback from associate beauty editor Annie Blay-Tettey

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    “I can't put my finger on why I love this serum so much, but my skin drinks it up! It feels ultra hydrating, yet doesn't leave a stick or tacky finish. Over the months I've been using it, I see an improvement in my skin—it's smoother and more supple.” —Annie Blay-Tettey, associate beauty editor

    More to know

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    • Key ingredients: sodium hyaluronate, polypeptides, 4-hydroxyacetophenone
    • Type of growth factor: bioengineered
    • Fragrance-Free: yes
    • Who it’s for: all skin types

    Best for Early Signs of Aging: Medik8 Liquid Peptides Advanced MP

    Medik8 Liquid Peptides Advanced MP in branded component on a light gray backgroundSave to wishlistSave to wishlist

    Medik8

    Liquid Peptides Advanced MP

    $94

    Amazon

    $94

    Dermstore

    $94

    Medik8

    Why we love it: If Medik8’s Crystal Retinal felt like it was pushing your skin a little faster than you’d like—or you’re pregnant and steering clear of retinoids—this is the kind of serum that slips seamlessly into that same spot in your routine. The Liquid Peptides Advanced MP Serum takes a hi-tech route to smoothing and draws inspiration from in-office aesthetic treatments.

    What sets this Medik8 serum apart is its mix of growth factor-inspired “mini proteins,” including oligopeptide-1 (a lab-engineered EGF) alongside a dense lineup of signal peptides, which fit into cell receptors responsible for producing collagen, elastin, and hyaluronic acid. Together, they keep those early expression lines from sticking around long enough to turn into deeper wrinkles, so skin looks smoother the longer you use it.

    Allure senior commerce director Shanna Shipin applying the Medik8 Liquid Peptides Advanced MP

    Shanna ShipinShipin after applying the Medik8 Liquid Peptides Advanced MP

    Shipin after applying the Medik8 Liquid Peptides Advanced MP

    Shanna Shipin

    Tester feedback from senior commerce director Shanna Shipin

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    “I was so excited to try this product (not least because of the ‘Botox in a bottle’ conversation surrounding it), and let me tell you: This is something worth making room for in your routine, especially if you're pregnant and can't use retinol, or are simply too sensitive for the likes of vitamin A! This formula impressed me right away since it includes peptides that are both fast-acting (as in, you can see an immediate skin-plumping effect) and those that work over time to smooth out deeper-set wrinkles.

    The texture is gel-like and can feel a smidge tacky on the fingers (you can see me in the demonstration video smacking it between my hands to show its interesting consistency), but it applies smoothly and feels totally weightless. Part of my love for it comes from that bounce of light you get off the skin right after applying. I haven't experienced pilling with foundation or other moisturizers, and importantly, no instant itchy feeling that I get with some high-performing skin-care products.” —Shanna Shipin, senior commerce director

    More to know

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    • Key ingredients: peptides (palmitoyl tripeptide-5, palmitoyl tripeptide-1, and acetyl hexapeptide-8), hyaluronic acid, panthenol
    • Type of growth factor: oligopeptide-1 (lab-engineered EGF)
    • Fragrance-free: yes
    • Who it’s for: early signs of fine lines and wrinkles

    Best for Sensitive Skin: Haruharu Wonder Black Rice Botanical 2GF Ampoule

    Haruharu Wonder Black Rice Botanical 2GF Ampoule in branded dropper component on a light gray backgroundSave to wishlistSave to wishlist

    Haruharu Wonder

    Black Rice Botanical 2GF Ampoule

    $45 $25 (44% off)

    Amazon

    $55

    Nordstrom

    Why we love it: It’s not surprising that a K-beauty brand would find a way to make growth factors feel a little less intimidating (and less technical). Haruharu Wonder's Black Rice Botanical 2GF Ampoule swaps traditional lab-grown or animal-derived versions for plant-based EGF and FGF derived from rice to support collagen and elasticity without feeling harsh on skin.

    The rest of the fragrance-free formula is basically everything you want when your sensitive skin’s feeling off: fermented black rice for antioxidant support, hyaluronic acid for a glassy, hydrated look, and madecassoside (a classic Korean beauty ingredient derived from Centella asiatica) to calm skin. There’s also adenosine in the mix to smooth the look of fine lines. It’s lightweight, sinks in quickly, and layers without any stickiness.

    Allure contributing commerce writer Christa Joanna Lee applying the Haruharu Wonder Black Rice Botanical 2GF Ampoule

    Christa Joanna LeeAllure contributing commerce writer Christa Joanna Lee  after applying the Haruharu Wonder Black Rice Botanical 2GF Ampoule

    Lee after applying the Haruharu Wonder Black Rice Botanical 2GF Ampoule

    Christa Joanna Lee

    Tester feedback from contributing commerce writer Christa Joanna Lee

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    “This is very much a slow-and-steady kind of serum—don’t expect an overnight transformation, which is the case with most skin-care products—but after giving this a few weeks, I started to notice the subtle shifts like my skin looking a bit smoother and less tight from dryness. For my sensitive, reactive skin, the gentler approach is the whole point. This plant-based option lets you dip into growth factors without wondering if you’re going to wake up in a red, hive-y mess. My skin appreciates it!” —Christa Joanna Lee, contributing commerce writer

    More to know

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    • Key ingredients: fermented black rice, hyaluronic acid, madecassoside, adenosine
    • Type of growth factor: plant-based
    • Fragrance-free: yes
    • Who it’s for: people with sensitive skin

    Best for Dry Skin: Allies of Skin Multi Peptides & GF Advanced Lifting Serum

    Allies of Skin Multi Peptides and GF Advanced Lifting Serum in branded spray bottle component on a light gray backgroundSave to wishlistSave to wishlist

    Allies of Skin

    Multi Peptides & GF Advanced Lifting Serum

    $188

    Amazon

    $188

    Dermstore

    $188

    Revolve

    Why we love it: If firmer, smoother skin is your North Star, Allies of Skin’s Multi Peptides & GF Advanced Lifting Serum turns goals into results. Infused with a 9% lifting peptide complex and a 3% lab-engineered growth factor (SH-oligopeptide-1) complex, “this non-comedogenic serum is designed for those who want to target wrinkles and a loss of skin volume and firmness,” says Brendan Camp, MD, a double board-certified dermatologist based in New York.

    The formula goes a step further with copper lysinate/prolinate to soften the appearance of deeper lines, MSM—a sulfur-rich compound that supports skin’s elasticity—for a firmer, more supple feel, and Centella asiatica to keep skin calm amid daily stressors like UV and pollution. Plus, it means that beyond lifting and firming, it improves elasticity, restores hydration, and strengthens the skin barrier, leaving your complexion looking more refreshed.

    Allure commerce editor Sarah Han applying Allies of Skin Multi Peptides & GF Advanced Lifting Serum

    Sarah HanAllure commerce editor Sarah Han after applying Allies of Skin Multi Peptides  GF Advanced Lifting Serum

    Han after applying Allies of Skin Multi Peptides & GF Advanced Lifting Serum

    Sarah Han

    Tester feedback from commerce editor Sarah Han

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    “Ok, the serious and immediate glow I get from this ultra-silky Allies of Skin serum alone was enough to sell me on it. (My face is freshly rinsed with water in the video—no toners or essences applied beforehand.) But of course, the ingredients are what do the heavy lifting, and when I first read into this product, I knew it meant business.

    While I'm only 32, I don't plan on getting injectables or Botox to stave off any fine/expression lines, so this is one of the many preventative topical measures I plan on using consistently to keep my skin looking as firm, lifted, and smooth as possible. This serum sinks into my skin immediately and provides a slight gripping effect that's perfect for makeup—an unexpected bonus, but I'll absolutely take it.” —Sarah Han, commerce editor

    More to know

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    • Key ingredients: 9% LiftingPeptide Complex, 3% sh-oligopeptide-1 growth factor complex, MSM, copper lysinate, phospholipids, glycolipid
    • Type of growth factor: 3% sh-oligopeptide-1 growth factor complex (synthetic)
    • Fragrance-free: yes
    • Who it’s for: anyone with signs of aging

    Best Splurge: Angela Caglia Cell Forté Serum

    Angela Caglia Cell Forté Serum on a grey backgroundSave to wishlistSave to wishlist

    Angela Caglia

    Cell Forté Serum

    $325

    Amazon

    $325

    Nordstrom

    $325

    Bluemercury

    Allure content director Kara McGrath applying the Angela Caglia Cell Forté Serum

    Kara McGrath

    Why we love it: You could juggle four different serums, or you could use one Best of Beauty Award winner that works as hard as vitamin C, retinol, hyaluronic acid, and peptides combined. Angela Caglia’s Cell Forté Serum uses the brand’s proprietary BIOMSC technology to pack serious multitasking power into a single bottle. This serum uses what’s called human conditioned media from mesenchymal stem cells—basically, the nutrient-rich liquid those cells are grown in, which contains helpful, skin-supporting ingredients. That means it’s packed with growth factors to boost collagen and skin renewal, along with signaling molecules that encourage skin cells to “communicate,” plus calming proteins that support repair and reduce inflammation, according to Dr. Camp.

    In layman’s terms, it smooths fine lines, brightens tone, and boosts elasticity. Plus, it deeply hydrates, thanks to tremella mushroom, multi-weight hyaluronic acid, and Bacillus ferment that also support a healthy skin barrier.

    Tester feedback from former Allure content director Kara McGrath

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    “This super lightweight serum made my skin look glowy in just one use. I particularly like it for the summer months, when I want a serum that hydrates without making me feel sticky.” —Kara McGrath, former content director

    More to know

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    • Key ingredients: hyaluronic acid, peptides, snow mushroom, mesenchymal stem cell conditioned media, niacinamide
    • Type of growth factor: human
    • Fragrance-free: yes
    • Who it’s for: all skin types

    Best Budget: The Inkey List 15% Vitamin C and EGF Brightening Serum

    The Inkey List 15% Vitamin C and EGF Brightening Serum in branded component on a light gray backgroundSave to wishlistSave to wishlist

    The Inkey List

    15% Vitamin C and EGF Brightening Serum

    $18

    Amazon

    $18

    Ulta Beauty

    $18

    Sephora

    Why we love it: Especially when the seasons start to shift into spring, we inevitably see The Inkey List’s 15% Vitamin C and EGF Brightening Serum popping back up all over our FYP—right when skin’s looking dull and uneven after a long winter and in need of a serious brightening reset. “In addition to plant-derived peptide EGF to target hyperpigmentation, this serum also brightens the skin with 15% vitamin C,” says Omer Ibrahim, MD, a board-certified dermatologist in Chicago. Designed for use in the morning, the serum has a lightweight feel and sinks quickly into the skin—just be sure to layer SPF on top. Vitamin C has antioxidant properties that can boost the efficacy of your everyday sunscreen, though it can’t stand in for sunscreen on its own.

    The best part is that “while most epidermal growth-factor serums are over $100, this one is less than $20,” he says. It’s a rare formula that pulls its weight, tackling dullness and fine lines without the usual price tag—though since the EGF is plant-derived, you may need a bit more patience to see those line-smoothing results.

    Allure features director Dianna Singh applying The Inkey List 15% Vitamin C and EGF Brightening Serum

    Dianna SinghSingh after applying The Inkey List 15 Vitamin C and EGF Brightening Serum

    Singh after applying The Inkey List 15% Vitamin C and EGF Brightening Serum

    Dianna Singh

    Tester feedback from features director Dianna Singh

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    “I often play the field with skin care, but vitamin C serum is one of the few product types I use every morning (the other is—no surprise—SPF). I like the idea of pairing an ingredient I already know and love with one that can help it perform even better—in this case, EGF. The formula is quick to absorb and layered beautifully with my other products—no pilling or stickiness! It does have a little bit of that telltale vitamin C smell, but frankly, I find all the best ones do. It gave my skin a glazed-donut glow immediately, and I'm looking forward to monitoring what it does for my dark spots with continued use.” —Dianna Singh, features director

    More to know

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    • Key ingredients: vitamin C, plant-derived peptide epidermal growth factor
    • Type of growth factor: plant
    • Fragrance-free: no
    • Who it’s for: those with dark spots

    Best for Mature Skin: PCA Skin Pro-Max Age Renewal

    PCA SKIN Pro-Max Age RenewalSave to wishlistSave to wishlist

    PCA Skin

    Pro-Max Age Renewal

    $219

    Amazon

    $219

    Nordstrom

    $221

    Dermstore

    Why we love it: Some days call for a multistep routine in the name of self-care. Other days, you just want results—fast. PCA Skin’s Pro-Max Age Renewal is your shortcut to firmer, bouncier skin, powered by growth-factor-mimicking peptides. Unlike traditional growth factors, which can be unstable and struggle to penetrate the skin, these peptides are smaller, more stable, and shown to stimulate collagen and elastin.

    “This serum is formulated to penetrate more deeply to trigger collagen production, while micro-algae deliver instant firming and kangaroo paw flower smooths texture,” says Dr. Camp. In other words, it supports the very cells responsible for firmness and elasticity, so skin looks tighter, plumper, and smoother.

    Allure contributing commerce writer Christa Joanna Lee applying PCA Skin’s Pro-Max Age Renewal

    Christa Joanna LeeAllure contributing commerce writer Christa Joanna Lee after applying PCA Skin's ProMax Age Renewal

    Lee after applying PCA Skin’s Pro-Max Age Renewal

    Christa Joanna Lee

    Tester feedback from Lee

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    “The past six years of mom life have definitely fast-tracked the aging process for my skin (shocking, I know). Uneven texture, dryness, and dullness are my biggest concerns, and PCA Skin Pro-Max Age Renewal makes such a difference in making my skin look juicy and plump. While it works best on freshly cleansed skin, I also love using it midday for a quick pick-me-up. Just remember to follow with sunscreen during the day, since it can make your skin more sensitive to the sun.” —Christa Joanna Lee, contributing commerce writer

    More to know

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    • Key ingredients: Micro Growth Factor Technology (peptide blend), biopolymers with micro-algae, kangaroo paw flower extract, growth factor–mimicking peptides
    • Type of growth factor: growth factor-mimicking peptides (patent-pending MGF technology)
    • Fragrance-free: yes
    • Who it’s for: anyone with mature skin or early signs of aging

    Frequently Asked Questions

    Do growth-factor serums really work?

    In short, yes. “Data suggest that well-formulated, high-quality growth-factor serums can deliver measurable benefits,” says Dr. Murphy-Rose. “With consistent use, these serums can lead to noticeable improvements in overall skin quality.” Alas, they don’t work overnight. “Like any skin-care product, growth-factor serums should be used for at least two to three months before you can accurately decide if they are effective—or not—for your specific skin concern,” says Dr. Camp. “Consistency is key in treating the skin with a new active ingredient, such as a growth factor.”

    According to Dr. Amin, “It is also important to note that not everyone will respond the same way to these serums, and factors like genetics, lifestyle, and diet can influence the outcome.”

    Is growth factor better than retinol?

    “Growth-factor serums stimulate the skin's natural cellular repair processes, promoting rejuvenation with minimal irritation, making them a great option for sensitive or reactive skin types,” says Dr. Murphy-Rose. “However, they tend to be quite expensive." Retinol, derived from vitamin A, accelerates cell turnover, smooths fine lines, and stimulates collagen and elastin production. Unlike growth factors, retinol can cause skin irritation and requires a gradual introduction into your routine. "Both can support hydration and are powerful tools for addressing signs of aging, but their best use depends on your skin’s needs and tolerance,” Dr. Murphy-Rose adds.

    According to Dr. Amin, the decision to use retinol or growth factors depends on what you're looking for in a skin-care routine. “For improving skin texture, retinol may be more effective in the long term due to its ability to promote cell turnover and collagen production,” she says. “Multiple studies have shown the efficacy of retinol and retinoids in reducing fine lines and wrinkles. For very sensitive skin that cannot tolerate retinol, growth factors may be more suitable, especially if you're looking for something less likely to irritate.”

    Meet the experts

    • Mina Amin, MD, a board-certified dermatologist in Los Angeles
    • Brendan Camp, MD, a double board-certified dermatologist and dermatopathologist at MDCS Dermatology: Medical Dermatology & Cosmetic Surgery in the tri-state area
    • Omer Ibrahim, MD, a board-certified dermatologist and founder of Salmalita Cosmetics, based in Chicago
    • Blair Murphy-Rose, MD, a board-certified dermatologist at Schweiger Dermatology based in Newport Beach, California

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