Category: THE-BEAUTY

  • Liquid Liner Doesn’t Have to Be Hard—Promise

    Liquid Liner Doesn’t Have to Be Hard—Promise

    A collage of an Allure editor wearing the Stila Stay All Day ChromaFlash Liquid Eyeliner alongside other liquid eyeliner...Collage: Paula Balondo; Source images: Courtesy of brands and editorsSave StorySave this storySave StorySave this story

    Whether you’re in the mood for a razor-sharp cat eye, a barely-there flick, or something bold and graphic, the best liquid eyeliners get the job done with ease. Unlike pencil or gel liners, liquid eyeliner delivers a level of precision and intensity that's hard to replicate with the former. A felt or brush tip allows you to draw cleaner, sharper lines, from subtle lash-line definition to a dramatic wing. Liquid formulas also tend to be more transfer-resistant and longer-wearing, meaning your look stays intact through heat, humidity, and accidental eye-rubbing.

    While liquid liner has a reputation for being more unforgiving and trickier to master, with a bit of practice, the latest formulas and applicators are more user-friendly than ever—offering smooth glide, intense pigment, and impressive staying power.

    • Best Overall: Stila Stay All Day Liquid Eye Liner, $24
    • Best for Beginners: Fenty Beauty Flyliner Longwear Liquid Eyeliner, $24
    • Best Matte: Pat McGrath Labs Perma Precision Liquid Eyeliner, $36
    • Best Smudgeproof: Chanel Le Liner de Chanel Liquid Eyeliner, $42
    • Best Color Options: Nyx Professional Makeup Epic Ink Waterproof Liquid Eyeliner, $10

    Frequently Asked QuestionsAccordionItemContainerButtonLargeChevron

    • What’s the best technique for beginners to apply a liquid liner?
    • What's the trick to getting a perfectly even line on both eyes?
    • Why should you use a liquid liner over a pencil? What’s the benefit of one versus the other?
    • Meet the experts
    • How we test and review products
    • Our staff and testers

    Ahead, we’ve rounded up the very best, editor- and makeup artist-loved liquid eyeliners for precise lines, bold color, and all-day wear. Whether you're a liquid liner loyalist or just learning the ropes, there's something here for you.

    Frequently Asked QuestionsAccordionItemContainerButtonLargeChevron

    • What’s the best technique for beginners to apply a liquid liner?
    • What's the trick to getting a perfectly even line on both eyes?
    • Why should you use a liquid liner over a pencil? What’s the benefit of one versus the other?
    • Meet the experts
    • How we test and review products
    • Our staff and testers

    Best Overall: Stila Stay All Day Liquid Eye Liner

    Stila All Day Waterproof Liquid Eyeliner in branded component with best of beauty seal in the top right corner on a light gray backgroundSave to wishlistSave to wishlist

    Stila

    Stay All Day Waterproof Liquid Eye Liner

    $24

    Amazon

    $24

    Nordstrom

    $24

    Dermstore

    Allure contributing commerce editor Deanna Pai applying the Stila Stay All Day Waterproof Liquid Eye Liner

    Deanna Pai

    Why we love it: As a Best of Beauty Award Winner across various years (yes, it’s just that good!), Stila’s Stay All Day Waterproof Liquid Eye Liner has never left our makeup routines. The ultra-precise felt tip makes it easy to create everything from barely there lines to bold, dramatic wings. The formula dries quickly, sets to a satin finish, and genuinely holds up: no smudging and no mid-afternoon fading. It’s available in two classic shades, black and brown. Ardajah Jones, a makeup artist based in Waldorf, Maryland, counts it among her most-reached-for liners. Her go-to trick: "Taking a Q-tip with a little bit of eye cream on it and clean up the wing to get the most precise, sharp line."

    Selfie of Deanna Pai before applying the Stila Stay All Day Waterproof Liquid Eyeliner.

    Pai before applying the Stila Stay All Day Waterproof Liquid Eye Liner

    Deanna PaiSelfie of Deanna Pai after applying the Stila Stay All Day Waterproof Liquid Eyeliner.

    Pai after applying the Stila Stay All Day Waterproof Liquid Eye Liner

    Deanna Pai

    Tester feedback from contributing commerce editor Deanna Pai

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    “Nothing makes me feel more put-together than a swipe of this liquid liner. I like that the applicator pen is firm at the base and more flexible at the tip, which I find gives me the most control when I'm applying it. Best of all, once it's on, it's ON. I usually struggle with liquid formulas smearing or smudging during the day, and this is the one pen that doesn't do it—even in the dead of summer.” —Deanna Pai, contributing commerce editor

    More to know

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    • Shades: 2
    • Finish: satin
    • Waterproof: yes
    • Brush or felt tip: felt

    Best for Beginners: Fenty Beauty Flyliner Longwear Liquid Eyeliner

    Fenty Beauty Flyliner Longwear Liquid Eyeliner in branded component on a light gray backgroundSave to wishlistSave to wishlist

    Fenty Beauty

    Flyliner Longwear Liquid Eyeliner

    $24

    Ulta Beauty

    Allure contributor Jailynn Taylor applying the Fenty Beauty Flyliner Longwear Liquid Eyeliner

    Jailynn Taylor

    Why we love it: There’s something about a deep, black, inky liner like Fenty Beauty’s Flyliner Longwear Liquid Eyeliner that is so satisfying to look at and to catch a glimpse of every time you see your reflection. The hyper-saturated, water-resistant formula delivers a satin finish (in black or brown) that locks down and stays put until you remove it. The flex tip is one of its most highlighted features: Press lightly for a precise, delicate line along the lash base, or lean into it for a bolder, graphic look. The pen-like body makes it easier to grip and control, which matters when you're trying to keep things steady.

    Zak Taylor, a makeup artist based in Indianapolis, has consistently leaned on this long-lasting formula: "I've never had it dry out on me early, which can be a common issue with liquid liners." He also notes that "the classic black shade is incredibly rich and dramatic, while the warm brown option pairs beautifully with softer or more natural makeup looks." Jones keeps it in regular rotation, too, and even recommends it for those starting out with liquid liners. "I apply it on myself, and it lasts all day long without smudging or wearing off."

    Taylor before applying the Fenty Beauty Flyliner Longwear Liquid Eyeliner

    Taylor before applying the Fenty Beauty Flyliner Longwear Liquid Eyeliner

    Jailynn TaylorTaylor before applying the Fenty Beauty Flyliner Longwear Liquid Eyeliner

    Taylor after applying the Fenty Beauty Flyliner Longwear Liquid Eyeliner

    Jailynn Taylor

    Tester feedback from contributor Jailynn Taylor

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    “I still remember my conversion from pencil to liquid liner during the peak wing era of 2016, and even today, I'll still swipe on a razor-sharp wing to this day. I've since upgraded my liquid liner and now reach for Fenty Beauty's Flyliner Longwear Liquid Eyeliner. The color is an undeniable deep black, and the felt pen tip is sharp enough to give you that clean drag that makes achieving the perfect pointed wing effortless. It dries down quickly, which is a must for me to prevent transferring to my upper lid. My favorite attribute, though, is that it stays all day despite my terrible habit of touching my eyes.” —Jailynn Taylor, contributor

    More to know

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    • Shades: 2
    • Finish: satin
      Waterproof: no, but water-resistant
    • Brush or felt tip: felt

    Best Matte: Pat McGrath Labs Perma Precision Liquid Eyeliner

    Pat McGrath Labs Perma Precision Liquid Eyeliner in branded component on a light gray backgroundSave to wishlistSave to wishlist

    Pat McGrath Labs

    Perma Precision Liquid Eyeliner

    $36

    Nordstrom

    $36

    Sephora

    $36

    Ulta Beauty

    Allure content director Sophie Panych applying the Pat McGrath Labs Perma Precision Liquid Eyeliner

    Sophie Panych

    Why we love it: Matte liners make pigment appear richer, and edges look more defined, which is why the Pat McGrath Labs Perma Precision Liquid Eyeliner stands out. Its velvety, true-matte finish delivers an intensely saturated black that reads crisp and graphic against the skin. This waterproof formula is built to last all day without smudging, transferring, feathering, or fading, even in heat and humidity. The flexible tip is a soft, skinny applicator that gives you more control over line weight, letting you go from a precise tightline to a bolder stroke within the same application. The ink is fast-drying, and once it’s on, it’s on—so tread carefully and confidently.

    A selfie of content director Sophie Panych before applying the Pat McGrath Labs Perma Precision Liquid Eyeliner

    Panych before applying the Pat McGrath Labs Perma Precision Liquid Eyeliner

    Sophie PanychA selfie of content director Sophie Panych after applying the Pat McGrath Labs Perma Precision Liquid Eyeliner

    Panych after applying the Pat McGrath Labs Perma Precision Liquid Eyeliner

    Sophie Panych

    Tester feedback from content director Sophie Panych

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    “The Pat McGrath Labs liquid liner is an elite product, and what would you expect from a makeup artist who made dramatic eye looks a signature of her career? But the amazing thing about this liner is that, yes, you can use it to create runway-style cat eyes and major artistic flares, but the tapered, fine tip also lets you draw delicate wings and subtle doe-eyes à la Marilyn Monroe. As a former dancer, I’ve used a lot of liquid liner for the stage, and the reason this is one of the best out there is that the felt tip is stiff enough that it lets you create crisp lines (especially helpful if you are over 35 and your eyelid skin is getting looser), but not so stiff that it pokes you in the eye. It’s also incredibly pigmented—both the Xtreme Black and Xtreme Coffee (which I'm wearing in these photos)—and stays that way for hours (and through a sweaty performance, too).” —Sophie Panych, content director

    More to know

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    • Shades: 2
    • Finish: matte
    • Waterproof: yes
    • Brush or felt tip: felt

    Best Multichrome: Stila Stay All Day Chroma-Flash Liquid Eyeliner

    Stila Stay All Day Chroma-Flash Liquid Eyeliner in branded component on a light gray backgroundSave to wishlistSave to wishlist

    Stila

    Stay All Day Chroma-Flash Liquid Eyeliner

    $27

    Amazon

    $27

    Nordstrom

    $27

    Ulta Beauty

    Allure commerce editor Sarah Han applying the Stila Stay All Day Chroma-Flash Liquid Eyeliner in Unicorn

    Sarah Han

    Why we love it: Black liner will always have its place, but if you want something more eye-catching (literally), Stila’s color-shifting Stay All Day Chroma-Flash Liquid Eyeliners take your look to new dimensions. Rather than laying down a single-tone line, this formula is much more dynamic. The Unicorn shade, for example, drifts between fuchsia, bronze, and green depending on the light, giving you a prismatic effect. The formula is long-wearing and resistant to smudging and fading, so all that color actually sticks around, and the precision applicator makes it manageable enough to get a clean line. It’s lightweight on the lid despite how bold it reads, which helps with all-day comfort.

    a selfie of Allure commerce editor Sarah Han before applying the Stila Stay All Day ChromaFlash Liquid Eyeliner in Unicorn

    Han before applying the Stila Stay All Day Chroma-Flash Liquid Eyeliner in Unicorn

    Sarah Hana selfie of Allure commerce editor Sarah Han after applying the Stila Stay All Day ChromaFlash Liquid Eyeliner in Unicorn

    Han after applying the Stila Stay All Day Chroma-Flash Liquid Eyeliner in Unicorn

    Sarah Han

    Tester feedback from commerce editor Sarah Han

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    “I adore colorful eyeliners but usually stick to gels since they're more forgiving. I also consider inkwell/dip liners the most difficult to master, but with a little practice, Stila's Stay All Day Chroma-Flash isn't all that bad, especially since the brush is so thin and precise. I mean, for the gorgeous, color-shifting finish, it's worth a bit of struggle. It's just so pretty! I'm impressed that there are not just two, but three colors you can visibly see as you turn your head. I simply must try all five shades!” —Sarah Han, commerce editor

    More to know

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    • Shades: 5
    • Finish: metallic
    • Brush or felt tip: felt

    Best Smudgeproof Liner: Chanel Le Liner de Chanel Liquid Eyeliner

    Chanel Le Liner de Chanel Liquid Eyeliner in branded component on a light gray backgroundSave to wishlistSave to wishlist

    Chanel

    Le Liner de Chanel Liquid Eyeliner

    $42

    Chanel

    $42

    Nordstrom

    $42

    Ulta Beauty

    Allure commerce market editor Sarah Hoffmann applying the Chanel Le Liner de Chanel Liquid Eyeliner

    Sarah Hoffmann

    Why we love it: The secret to Chanel’s Le Liner’s staying power is a latex-like formula that essentially seals itself to the skin the moment it dries. The flexible felt-tip brush doesn’t tug or pull on the delicate lid, allowing for a clean, continuous stroke in a single pass. Tilt the brush on its side for a thicker, more graphic look, or use just the tip for a precise lash-line definition. The three available shades include a deep black, a rich, ultra-brown, and a bordeaux-toned rouge noir.

    Selfie of Hoffmann before applying the Chanel Le Liner de Chanel Liquid Eyeliner

    Hoffmann before applying the Chanel Le Liner de Chanel Liquid Eyeliner

    Sarah HoffmannSelfie of Hoffmann after applying the Chanel Le Liner de Chanel Liquid Eyeliner

    Hoffmann after applying the Chanel Le Liner de Chanel Liquid Eyeliner

    Sarah Hoffmann

    Tester feedback from commerce market editor Sarah Hoffmann

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    "My days of thick, forgiving winged eyeliner are long behind me, so I'm all about precision and control with my liner formulas these days. Chanel's Le Liner de Chanel has a fine tip applicator that's quite stiff compared to others I've tried, which I find to be ideal for keeping my lines tight and clean. The formula is definitely a liquid but not so loose that it's runny and stressful—I love dragging my fingertip along the outer wing to slightly soften the tip—and this eyeliner has just enough viscosity that I can safely manipulate the wing with my fingers without fear that I'm going to end up with inky fingerprints all over my face. You can do a lot with this eyeliner, which really helps justify the price tag, IMO.” —Sarah Hoffmann, commerce market editor

    More to know

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    • Shades: 3
    • Finish: matte
    • Waterproof: n/a
    • Brush or felt tip: felt

    Best for Hooded Lids: Lisa Eldridge Kitten Flick Liquid Eyeliner

    Lisa Eldridge Kitten Flick Liquid Eyeliner in branded pen style applicator next to cap on light gray background with red Allure Best of Beauty seal in the top right cornerSave to wishlistSave to wishlist

    Lisa Eldridge

    Kitten Flick Liquid Eyeliner

    $32

    Lisa Eldridge

    Allure senior beauty editor Jesa Marie Calaor applying the Lisa Eldridge Kitten Flick Liquid Eyeliner

    Jesa Marie Calaor

    Why we love it: A two-time Allure Best of Beauty winner, Lisa Eldridge’s Kitten Flick Liquid Eyeliner was born from decades of professional experience and a very specific goal: making a feline flick feel achievable for everyone. The calligraphy-style pen has an ultra-fine nib with just the right amount of flex, and is particularly useful for hooded or mature eyes, where lid space is limited, and getting close to the lash line without flooding it is key. The ultra-black, matte formula is budge-proof, smudge-proof, transfer-proof, and water-resistant, with all-day staying power. It offers tons of versatility: Keep it subtle with a delicate flick or build it out into a full cat eye.

    Tester feedback from senior beauty editor Jesa Marie Calaor

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    "I’ve tried every liquid liner under the sun, and this inky, long-lasting black pen is the one I always come back to, to create my signature cat eye. It never skips, and its fine point makes it easy to effect a sharp wing." —Jesa Marie Calaor, senior beauty editor

    More to know

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    • Shades: 1
    • Finish: matte
    • Waterproof: no, but water-resistant
    • Brush or felt tip: felt

    Best for Thin Lines: Wet n Wild Breakup Proof Waterproof Skinny Eyeliner

    Wet n Wild Breakup Proof Waterproof Skinny Eyeliner in branded component on a light gray backgroundSave to wishlistSave to wishlist

    Wet N’ Wild

    Breakup Proof Waterproof Skinny Eyeliner

    $6 $5 (17% off)

    Amazon

    $7

    Ulta Beauty

    Allure commerce editor Sarah Han applying the Wet n Wild Breakup Proof Waterproof Skinny Eyeliner

    Sarah Han

    Why we love it: On a tight budget? Invest just five dollars, and you’ve got all you need to achieve your thinnest, most precise wing yet. Wet n Wild’s Breakup Proof Waterproof Skinny Eyeliner is designed with a brush tip that tapers down to less than 0.1 millimeters, so you can get right into the lash line and stay the narrow course, or build up your pigment without flooding your entire lid and risking raccoon eyes. The matte black formula is deeply pigmented, dries quickly, and is ready for whatever your day has in store (rain, tears, or sweat).

    Taylor keeps it in his kit as a go-to recommendation for beginners: "I especially love the brush tip because it gives amazing precision and makes creating detailed wings much easier," he says, adding that "for the price point, I think the performance and staying power are incredibly impressive."

    A selfie of Allure commerce editor Sarah Han before applying the Wet n Wild Breakup Proof Waterproof Skinny Eyeliner

    Han before applying the Wet n Wild Breakup Proof Waterproof Skinny Eyeliner

    Sarah HanA selfie of Allure commerce editor Sarah Han after applying the Wet n Wild Breakup Proof Waterproof Skinny Eyeliner

    Han after applying the Wet n Wild Breakup Proof Waterproof Skinny Eyeliner

    Sarah Han

    Tester feedback from Han

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    “Because I tend to think liquid liners look too harsh for my eyes, I usually stick to gel liners for a softer finish—but Wet n Wild’s tip is so precise that I can really nail down a thin line that just barely peeks through but still adds the tiniest bit of drama to my look. I actually picked this up from the drugstore on a whim (and because Breakup Proof is a clever name), and have been reaching for it on days I want a bit of drama—a.k.a. a sharper-than-sharp wing—without outright overwhelming my eyes.” —Sarah Han, commerce editor

    More to know

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    • Shades: 1
    • Finish: matte
    • Waterproof: yes
    • Brush or felt tip: brush

    Best for Cat Eyes: Half Magic Magic Flik Eyeliner

    Half Magic Magic Flik in branded component on a light gray backgroundSave to wishlistSave to wishlist

    Half Magic

    Magic Flik Eyeliner

    $25

    Ulta Beauty

    Former Allure senior news editor Nicola Dall’Asen applying the Half Magic Magic Flik Liquid Eyeliner

    Nicola Dall'Asen

    Why we love it: If Euphoria’s makeup looks have you mesmerized, meet the liner that has made them possible: Half Magic’s Magic Flik Liquid Eyeliner, created by the show’s makeup artist Donni Davy. (Maddy's signature double wings were created using this liner and the Flik Eraser Makeup Correcting Pen.)This TikTok-viral pen features a one-of-a-kind paddle-shaped tip that lets you effortlessly switch between razor-thin lines and bold graphic wings by simply changing your grip. Use the thin, curved edge of the tip for precision, then flip it onto the thicker, flat side when you need more coverage, such as filling in your wing or creating a bold, graphic look. The ultra-black formula is waterproof, smudge-resistant, and lasts all day—no touch-ups needed.

    Dall'Asen before applying the Half Magic Magic Flik Liquid Eyeliner

    Dall’Asen before applying the Half Magic Magic Flik Liquid Eyeliner

    Nicola Dall'AsenDall'Asen after applying the Half Magic Magic Flik Liquid Eyeliner

    Dall’Asen after applying the Half Magic Magic Flik Liquid Eyeliner

    Nicola Dall'Asen

    Tester feedback from former senior news editor Nicola Dall'Asen

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    “Even a cat-eye veteran like myself needs some help when it comes to drawing straight lines with liquid eyeliner, and that's what Magic Flik provides in a way that no other eyeliner does. With its wide, flat applicator tip, this eyeliner works like a fancy calligraphy pen, delivering smooth strokes with high-impact color.” —Nicola Dall'Asen, former senior news editor

    More to know

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    • Shades: 1
    • Finish: satin
    • Waterproof: yes
    • Brush or felt tip: felt

    Best Color Options: Nyx Professional Makeup Epic Ink Waterproof Liquid Eyeliner

    NYX Epic Ink Waterproof Liquid EyelinerSave to wishlistSave to wishlist

    Nyx Professional Makeup

    Epic Ink Waterproof Liquid Eyeliner

    $10

    Amazon

    $10

    Ulta Beauty

    Why we love it: Nine shades of waterproof liquid liner for $10 a pop? The Best of Beauty-winning Nyx Professional Makeup Epic Ink Waterproof Liquid Eyeliner is very hard to beat, in our humble opinion. But don’t just ask us: Our readers bestowed a 2026 Readers’ Choice Award on the liner—and in 2025…and 2024, and so forth. While most liners stick to black and maybe a brown, this one has more intriguing options—including a deep chocolate, warm graham cracker, dusty blue-grey, and more—that are sure to be hits with anyone who wants to experiment beyond the basics.

    The slender brush tip delivers saturated, skip-free color in a single stroke and adjusts easily depending on pressure. Taylor reaches for its vast color range and the “smooth and easy to work with” formula. "It works well for both everyday makeup wearers and artists who love pushing creativity," Taylor adds. Jones agrees: “The brush tip is movable and the liner is super black—it’s best for people looking for that extra drama and a great, affordable option.”

    Tester feedback from Han

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    “This has been a staple since my college days—it's affordable, super pigmented, easy-gliding as heck, and the felt tip is equal parts flexible and precise. While I prefer gel liners these days, I recently picked up Epic Ink in two browns and a shimmery pink—I'm so here for these color expansions—and have fallen back in love. This formula lasts all day and sets really quickly, but I find that I can use my nails to quickly fix any out-of-line mistakes or sharpen the lines of my wings at the very end.” —Sarah Han, commerce editor

    More to know

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    • Shades: 15 (9 matte, 6 shimmery)
    • Finish: matte
    • Waterproof: yes
    • Brush or felt tip: felt

    Best Dual-Ended: Tom Ford Eye Defining Pen Liquid Eyeliner Duo

    Tom Ford Eye Defining Pen Liquid Eyeliner Duo in branded component on a light gray backgroundSave to wishlistSave to wishlist

    Tom Ford

    Eye Defining Pen Liquid Eyeliner Duo

    $65

    Nordstrom

    $65

    Bluemercury

    Why we love it: Girl math: Tom Ford’s Eye Defining Pen Liquid Eyeliner Duo is two liners in one, so it’s really $32.50 per head. On one side is a fine calligraphy-style tip for precise, thin lines, and on the other, a longer brush tip for broader, more fluid strokes. Together, they cover the full range of what liquid liner can do, without the need to adjust pressure to customize your swipe. The formula is a deep, satin-matte hybrid black, and once it sets, it stays: no smudging, no fading, no transfer. It's a good match for anyone who’s trying to find their liner style or for the makeup enthusiast who likes to switch things up.

    More to know

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    • Shades: 1
    • Finish: satin-matte
    • Waterproof: n/a
    • Brush or felt tip: both

    Frequently Asked Questions

    What’s the best technique for beginners to apply a liquid liner?

    Taylor recommends working in small strokes rather than trying to create the entire line in one motion. "One of my biggest tips when applying liquid liner is to look straight forward into the mirror while slightly leaning your head back to evenly show your lid space,” Taylor says. “While keeping both eyes open, frame your eyelid with the liner first before extending it outward into a cat-eye effect."

    Jones offers a practical starting point for those still finding their footing: "My best technique for beginners is to apply tape to the outer corner of your eye to use as a guide.” She also suggests sketching out the line with black eye shadow and an angled brush first, since "eye shadow is a bit more forgiving than a liquid liner and easy to clean up."

    What's the trick to getting a perfectly even line on both eyes?

    Both Taylor and Jones stress the importance of checking your work from multiple angles and distances rather than relying on one close-up view. Taylor suggests keeping both a large mirror and a handheld mirror nearby: "It's also important to step back occasionally and look at both eyes relaxed and straight on, since liner can look different up close versus at a natural distance." Jones recommends going back and forth between eyes rather than completing one side before starting the other: "Following the natural outer corner of your eye is always the best way to get the line even on both sides," she adds.

    Why should you use a liquid liner over a pencil? What’s the benefit of one versus the other?

    It comes down to the finish you're after. "Liquid liners are perfect for boldly defining the eyes and creating sharper, more graphic makeup looks, especially for dramatic wings or editorial styles," Taylor explains, while pencils are better suited for "softer liner looks and when you want a more smudged, lived-in makeup effect." Jones adds that the two tools also serve different parts of the eye: "A pencil tends to be better suited for the waterline, and a liquid liner is perfect for the top eyeline."

    Meet the experts

    • Ardajah Jones, a makeup artist in Waldorf, Maryland
    • Zak Taylor, a makeup artist in Indianapolis, Indiana

    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 liquid eyeliners, 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.

    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.

  • Allure Readers’ Choice Awards 2026: Best Skin Care for Mature Skin

    Allure Readers’ Choice Awards 2026: Best Skin Care for Mature Skin

    designed image of dermatologists and skin care products with 2026 allure readers' choice award sealDesign: Mark Baker-Sanchez; Photos: Courtesy of subjects and brandsSave StorySave this storySave StorySave this story

    Did you know there are only about 12,000 practicing dermatologists in the US? So, statistically speaking, with over 300,000 people voting in the Allure Readers’ Choice Awards, a few of you might be dermatologists. But it’s definitely safe to say that most of you aren’t.

    Now, that’s not to say you don’t have well-informed opinions on how to take care of mature skin—you’re an Allure reader, after all, and if you have mature skin, there’s undeniably some wisdom under that epidermis. But sometimes you just want confirmation from the pros that what you’re using is actually a smart choice.

    So we chatted with a few dermatologists about which of this year’s Readers’ Choice Award-winning skin-care products get their most enthusiastic thumbs up for cleansing, treating, and protecting mature skin. Does your favorite get the expert OK? Find out below.

    Click through to see if your favorite skin, hair, makeup, and body products were voted most-loved in the 2026 Readers' Choice Awards. Then, read their reviews.

    See All the Expert Recommendations

    • La Roche-Posay Anthelios Melt-In Milk Sunscreen SPF 60
    • Glow Recipe Watermelon Glow Pink Dream Body Cream
    • CeraVe Hydrating Facial Cleanser
    • Dove Deep Moisture Body Wash
    • Laneige Lip Sleeping Mask
    • Drunk Elephant Lala Retro Whipped Cream
    • Tree Hut Shea Sugar Scrub
    • La Roche-Posay Toleriane Double Repair Face Moisturizer
    • Supergoop Play Mineral Lotion SPF 30
    • The Ordinary Hyaluronic Acid 2% + B5 (with Ceramides)
    • Paula's Choice Skin Perfecting 2% BHA Liquid Exfoliant

    La Roche-Posay Anthelios Melt-In Milk Sunscreen SPF 60Bottle of La Roche-Posay Anthelios Melt-In Milk Sunscreen on white backgroundSave to wishlistSave to wishlist

    Sunscreen

    La Roche-Posay Anthelios Melt-In Milk Sunscreen SPF 60

    $38

    Amazon

    $39

    Ulta Beauty

    $38

    Walmart

    Daily sunscreen use is essential to help prevent further collagen breakdown and discoloration, says Jenna Queller, MD, a board-certified dermatologist in Boca Raton, Florida. “I personally use this sunscreen and often recommend it to patients because it offers high broad-spectrum protection in a formula that feels comfortable and hydrating on the skin,” she says of La Roche-Posay Anthelios Melt-In Milk Sunscreen SPF 60. And Dr. Queller is especially impressed with how this face- and body-friendly chemical-filter formula feels. “One of the biggest challenges with sunscreen is consistency, and elegant formulas like this make daily use much easier.”

    Glow Recipe Watermelon Glow Pink Dream Body CreamBottle of Glow Recipe Body Cream on white backgroundSave to wishlistSave to wishlist

    Clean Body Lotion

    Glow Recipe Watermelon Glow Pink Dream Body Cream

    $26

    Amazon

    $26

    Sephora

    Anetta Reszko, MD, a board-certified dermatologist based in New York City, tells her patients to apply Glow Recipe Watermelon Glow Pink Dream Body Cream straight out of the shower, especially on dryness-prone elbows, knees, and shins. “Mature skin tends to lose lipid barrier function over time. This cream combines polyhydroxy acid (PHA) exfoliation with deep hydration, a rare combination that gently resurfaces without stripping,” she says, adding that that’s why she keeps coming back to it herself. “The niacinamide also helps with the uneven tone that becomes more common with age.”

    CeraVe Hydrating Facial CleanserA pump bottle of CeraVe Hydrating Facial Cleanser on a white backgroundSave to wishlistSave to wishlist

    Facial Cleanser

    CeraVe Hydrating Facial Cleanser

    $16 $12 (25% off)

    Amazon

    $16

    Ulta Beauty

    $14

    Walmart

    CeraVe Hydrating Facial Cleanser remains one of the best accessible cleansers for mature skin because it cleanses without disrupting the barrier,” says Sonia Badreshia-Bansal, MD, a Danville, California-based board-certified dermatologist, who says mature skin generally tolerates creamy, hydrating cleansers much better than foaming or aggressive exfoliating washes.

    Dara Spearman, MD, a board-certified dermatologist in Fort Wayne, Indiana, couldn’t agree more and, in fact, uses this cleanser herself. “It is a great product for mature skin because it is very gentle and helps maintain the skin’s moisture barrier instead of stripping it, as skin naturally becomes drier and more sensitive with age,” she says. Dr. Queller often recommends it to patients, too: “A gentle cleanser with ceramides and hyaluronic acid helps maintain hydration while supporting the skin barrier,” she says.

    Dove Deep Moisture Body WashBottle of Dove Deep Moisture Body Wash on white backgroundSave to wishlistSave to wishlist

    Body Wash

    Dove Deep Moisture Body Wash

    $11

    Amazon

    $8

    Walmart

    If you’ve ever thought that Dove Deep Moisture Body Wash is highly underrated, just know that dermatologists agree. “Many body washes strip lipids and worsen dryness, especially in older patients,” Dr. Badreshia-Bansal says of the six-time Readers’ Choice Award winner. “This formula helps maintain hydration and leaves the skin more comfortable after showering, which is important because mature skin loses moisture more rapidly.”

    Laneige Lip Sleeping MaskPink container of Laniege Lip Sleeping Mask on white backgroundSave to wishlistSave to wishlist

    Lip Balm

    Laneige Lip Sleeping Mask

    $24

    Amazon

    $24

    Sephora

    “As lips age, they become drier and thinner, so rich, hydrating lip products, like this lip mask, are great for mature lips,” says Sejal Shah, a board-certified dermatologist in New York City who uses the Laneige Lip Sleeping Mask personally, as does Dr. Queller, who recommends applying a generous layer before bed. Dr. Reszko is also a fan of this balm, which comes in over a dozen fun flavors (Berry, Strawberry Shortcake, and Peach Iced Tea, to name a few). “This mask uses hyaluronic acid and antioxidants (vitamin C and pomegranate juice) overnight when skin is in repair mode, and consistent use over several weeks makes a genuinely noticeable difference,” she says.

    Drunk Elephant Lala Retro Whipped CreamImage may contain: Cosmetics, and DeodorantSave to wishlistSave to wishlist

    Clean Facial Moisturizer

    Drunk Elephant Lala Retro Whipped Cream

    $66

    Amazon

    $66

    Ulta Beauty

    $66

    Sephora

    Sure, Drunk Elephant became the most coveted skin care among tweens, but lest we forget, many of its products are formulated to deliver some serious benefits for more mature skin. A little goes a long way with Drunk Elephant Lala Retro Whipped Cream, according to Dr. Spearman, who recommends applying a small amount after any serums you may use. “It's a great product for mature skin because it delivers deep, barrier-supporting hydration, which helps address common age-related concerns like dryness, loss of elasticity, and a weakened skin barrier,” she says, giving a shout-out to its three types of ceramides.

    Tree Hut Shea Sugar ScrubJar of Tree Hut Shea Sugar Scrub on white backgroundSave to wishlistSave to wishlist

    Body Scrub

    Tree Hut Shea Sugar Scrub

    $12 $9 (25% off)

    Amazon

    $10

    Ulta Beauty

    $9

    Walmart

    “Body skin is so often left out of the [mature skin] conversation, but it thins and dries just like facial skin does,” says Dr. Reszko, who recommends using the incredibly moisturizing Tree Hut Shea Sugar Scrub once or twice a week. “The shea butter here is genuinely emollient, and the physical exfoliation helps with the rough, crepe-like texture many people start noticing on their arms and legs with age.”

    La Roche-Posay Toleriane Double Repair Face MoisturizerImage may contain: Bottle, Lotion, Cosmetics, Sunscreen, and ShakerSave to wishlistSave to wishlist

    Moisturizer

    La Roche-Posay Toleriane Double Repair Face Moisturizer

    $25

    Amazon

    $26

    Ulta Beauty

    $25

    Dermstore

    La Roche-Posay Toleriane Double Repair Face Moisturizer seems to be as popular among dermatologists as it is among Allure readers. Dr. Badreshia-Bansal says she recommends it frequently because it combines ceramides, niacinamide, and glycerin in a way that strengthens the skin barrier without feeling heavy. “I especially like it layered over retinoids at night to minimize irritation,” she says, while Dr. Shah says she personally uses it because the lightweight texture absorbs quickly, resulting in softness without greasy residue. Dr. Queller also uses and recommends it because mature skin is often drier and more sensitive, she says, and its ingredients address those concerns without feeling heavy.

    Supergoop Play Mineral Lotion SPF 30Image may contain: Bottle, Cosmetics, Sunscreen, and LotionSave to wishlistSave to wishlist

    Clean Sunscreen

    Supergoop Play Mineral Lotion SPF 30

    $28

    Amazon

    $28

    Nordstrom

    $28

    Ulta Beauty

    “Sun exposure is the single biggest driver of visible aging, and by midlife, most of us are dealing with decades of accumulated UV damage,” says Dr. Reszko. “I love this mineral lotion because it provides broad-spectrum protection without the concerns sometimes associated with chemical filters, and its texture layers well under makeup.” She recommends applying a quarter-sized amount of Supergoop Play Mineral Lotion SPF 30 to your face and neck—never forget the neck!—every morning as the last step in your routine, and then reapply it every two hours if you're outside for extended periods.

    The Ordinary Hyaluronic Acid 2% + B5 (with Ceramides)Clear bottle of The Ordinary Hyaluronic Acid Serum 2% B5 Hydrating Serum on a white backgroundSave to wishlistSave to wishlist

    Serum

    The Ordinary Hyaluronic Acid 2% + B5 (with Ceramides)

    $10

    Amazon

    $10

    Nordstrom

    $10

    Ulta Beauty

    Dr. Queller appreciates how accessible and straightforward The Ordinary Hyaluronic Acid 2% + B5 (with Ceramides) is, not to mention how well it layers with other skin-care products. “Hyaluronic acid is a great addition to a mature skin-care routine because it helps attract and retain moisture, giving skin a plumper, more hydrated appearance,” she says.

    Dr. Reszko echoes that recommendation: “Our natural hyaluronic acid levels decline noticeably with age, so replenishing it topically makes a real visible difference in plumpness and hydration,” she says. But that’s not all. “The vitamin B5 supports barrier repair, which matters a lot for skin that has thinned or become more reactive over time." Both dermatologists say that the key is applying it to slightly damp skin before your moisturizer to give the hyaluronic acid something to bind to, followed by a richer cream on top to lock everything in.

    Paula's Choice Skin Perfecting 2% BHA Liquid ExfoliantGray bottle of Paula's Choice Liquid Exfoliant on white backgroundSave to wishlistSave to wishlist

    Exfoliant

    Paula's Choice Skin Perfecting 2% BHA Liquid Exfoliant

    $37 $26 (30% off)

    Amazon

    $37

    Sephora

    $37

    Dermstore

    The BHA in Paula's Choice Skin Perfecting 2% BHA Liquid Exfoliant—salicylic acid—benefits more than just acne-prone younger skin. “Salicylic acid at this concentration penetrates the pore lining and accelerates cell turnover, which slows significantly as we age,” says Dr. Reszko. “It addresses dullness, enlarged pores, and texture without the irritation that more aggressive exfoliants can cause.” She suggests starting two to three times per week in the evening, after cleansing and before moisturizer, and always following with sunscreen in the morning.

    See all of the makeup, hair, skin, and body products readers voted as their 2026 favorites beauty products here.

  • Jennifer Lopez Goes Goth With Her Barely-There Brows—See Photos

    Jennifer Lopez Goes Goth With Her Barely-There Brows—See Photos

    Jennifer Lopez shows off barelythere brows at Office Romance premiere.Getty ImagesSave StorySave this storySave StorySave this story

    Jennifer Lopez has gone through many style evolutions through her long career, from her “Jenny from the block” persona of the early 2000s to her glamorous Hollywood aesthetic of today. But one element of her look has always remained the same—her glowing makeup that has you instantly wanting to gulp down a glass of water, grab a bronzer compact, and book a beach vacation. Her makeup is all golden skin, fluttery lashes, glossy lips, and immaculately groomed brows, so when the multi-hyphenate stepped onto the red carpet with those feathery brows almost completely faded—we did a double-take.

    J.Lo debuted the look at the premiere of her new romantic comedy Office Romance, in which she plays a high-powered CEO who breaks her own rules with her office fling (co-star Brett Goldstein). She wore a structural, embellished gown with sleek, middle-part hair and her new lightened brows, courtesy of makeup artist Ernesto Casillas.

    The actress's brows have changed slightly over the past 30 years. For her role as Selena Quintanilla in the 1997 film about the late singer, her arches were darkened and defined. Like many Gen Xers and millennials, they became slimmer in the early aughts. But it's been years since she's experimented with her brows, and perhaps the first time we've ever seen her go for a more goth-inspired look on the red carpet. (Perhaps she was inspired by her role in last year's Kiss of the Spider Woman, where one of her looks is a dark, edgy seductress complete with vampy makeup and claw-like nails.)

    Jennifer Lopez poses on the red carpet for the premiere of the Office Romance with long straight hair and barelythere brows.Getty Images

    Although we think J.Lo absolutely nails the lighter eyebrow trend, we don't expect her to keep it for long. Especially since it appears that they're not bleached, unlike celebrities such as Jenna Ortega, Miley Cyrus, and Michelle Yeoh, who have all gone that route. Instead, the lightening may come thanks to a combination of glue, concealer, and a light dusting of powder over top—a classic method used in stage makeup and by drag artists to make their natural brows disappear. It's a great way to dabble with the bleached brows trend without having to open up a bottle of peroxide.

    Whether J.Lo's lighter brows are here stay or just making a fleeting appearance, we always love to see an unexpected red-carpet makeup moment from one of our favorite, ultra-glamorous celebs.

    Jennifer Lopez and actor Edward James Olmos pose on the red carpet at the premiere of the movie Office RomanceGetty Images

  • 8 Best Shave Creams to Level Up Your Everything Shower

    8 Best Shave Creams to Level Up Your Everything Shower

    A collage of Fur and Hanni shave creams with a white product swatch on a light gray backgroundCollage: Paula Balondo; Source images: Courtesy of Allure editors and brandsSave StorySave this storySave StorySave this story

    Finding the best shave cream is a lot like finding the perfect pair of sheets—and not just because each should be silky smooth. In both cases, you don’t actually know how much of a difference it’ll make in your life until you find the right one. Shave creams don’t just provide much-needed lubrication for razor blades, thus reducing friction and preventing irritation. They also hydrate the hair shaft, “causing it to swell and soften, which lowers the force required to cut it,” says Anetta Reszko, MD, a board-certified dermatologist based in New York City. “This results in fewer passes, less irritation, and a lower risk of razor burn and follicular inflammation.” That can be a godsend for sensitive areas like your bikini line.

    Our Top Shave Creams

    • Best Overall: Skintimate Fragrance Free 2-in-1 Shave Oil + Moisturizer, $9
    • Best Drugstore: Gillette Foamy Sensitive Shave Foam, $3
    • Best for the Bikini Area: Fur Shave Cream, $34
    • Best for Dry Skin: EOS Vanilla Cashmere Shave Butter, $9

    These days, they’re also chock-full of hydrating and moisturizing ingredients, like shea butter and nut oils, that can help you get a closer shave and leave you with softer skin. They also come in a variety of formats—think oils, gels, or foams—and scents, which can make the entire shaving experience more enjoyable and tailored to your preferences or skin type.

    To help you find your best shave cream, we went through Allure Best of Beauty Award winners, editor recommendations, and dermatologist favorites. Ready to head into shorts-and-tank-top season with your silkiest skin yet? Read on for the standout picks.

    Frequently Asked QuestionsAccordionItemContainerButtonLargeChevron

    • Do I really need to use shaving cream?
    • Are there areas of the body that especially benefit from shave cream?
    • How can I get my best shave?
    • What ingredients should someone look for in a shaving cream?
    • Meet the Experts
    • How we test and review products
    • Our staff and testers

    Best Overall: Skintimate Fragrance Free 2-in-1 Shave Oil + Moisturizer

    Skintimate Fragrance Free 2-in-1 Shave Oil + Moisturizer in branded clear bottle with white pump on light gray background with red Allure Best of Beauty seal in the top right cornerSave to wishlistSave to wishlist

    Skintimate

    Fragrance Free 2-in-1 Shave Oil + Moisturizer

    $9

    Amazon

    Why we love it: The best shaving solution isn’t always a cream; you just need “a lubricant to create a protective barrier between your blades and your delicate dermis, preventing cuts, nicks, irritation, and razor burn,” says Ava Shamban, MD, a board-certified dermatologist based in southern California. The star ingredients of Skintimate’s Fragrance Free 2-in-1 Shave Oil + Moisturizer are ideal for creating just that, pairing vitamin E—which is both a water-attracting humectant and water-trapping emollient—along with shea, almond, and jojoba oils. Those moisturizing ingredients help create a silky-smooth base upon which your razor can simply glide, even without the traditional soapy lather. You can apply this oil after shaving for maximum radiance, too.

    Prefer an old-school gel-to-foam formula? Editors love Skintimate Skin Therapy for Sensitive Skin, which builds to a nice lather and doesn’t dry out skin.

    Tester feedback from former senior news editor Nicola Dall’Asen

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    “I genuinely did a double-take the first few times I used this shave oil because I could swear my leg hair was melting off—even the really stubborn stubble that's barely long enough to shave. Nothing has given me as close a shave as this. And you should take my word for it; I've got Italian body hair." —Nicola Dall’Asen, former senior news editor

    More to know

    AccordionItemContainerButtonLargeChevron

    • Key ingredients: vitamin E, shea oil, aloe, almond oil, jojoba oil
    • Fragrance-free: yes
    • Sulfate-free: yes

    Best Drugstore: Gillette Foamy Sensitive Shave Foam

    Gillette Foamy Sensitive Shave Foam in branded component on a light gray backgroundSave to wishlistSave to wishlist

    Gillette

    Foamy Sensitive Shave Foam

    $3

    Amazon

    Why we love it: Not only does Gillette’s Foamy Sensitive Shave Foam tackle coarse hair that grows on sensitive areas—think the ingrown-prone bikini area, with its plentiful contours—but it does so with a light-as-air texture that won’t clog up your razor, all while coming in at under $4 a can. (And a little bit goes a long way, upping the value factor even more.) Technically a men’s shaving cream meant for facial hair, the no-frills formula isn’t loaded with fancy skin-care ingredients, but it does the trick for reducing razor burn and skin irritation while leaving skin smooth but never tight. Plus, this classic shaving cream has a nice, clean fragrance that’s mild enough to layer under any scented body oils or lotions that you might apply post-shower.

    Tester feedback from content director Sophia Panych

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    “I love trying a fancy shaving cream, gel, oil, or foam. I'll try them all. But I always just come back to this classic Gillette shave gel that you can grab in the men's aisle. My husband and I share it, and it's always a buck or two cheaper than the women’s offerings. It's just one of those basic, reliable formulas. It protects your skin from nicks, keeps skin soft, and doesn't gunk up your razor. So basically, it makes an annoying task go faster and smoother (literally and figuratively). You'll always find a tube in our shower and whenever I'm travelling, I grab a travel size at the airport or train station.” —Sophia Panych, content director

    More to know

    AccordionItemContainerButtonLargeChevron

    • Key ingredients: water, triethanolamine, palmic acid, stearic acid
    • Fragrance-free: no
    • Sulfate-free: no

    Best for the Bikini Area: Fur Shave Cream

    Fur Shave Cream in branded tube component on a light gray backgroundSave to wishlistSave to wishlist

    Fur

    Shave Cream

    $34

    Ulta Beauty

    Why we love it: Among the top-line ingredients in Fur’s Shave Cream are antioxidant-rich olive oil—which, as an emollient, can help provide a buffer between your skin and the razor—and aloe, one of the best-known soothing agents around. They’re exactly what you want in a shaving product for the bikini area, where the skin is more sensitive but the hair is coarser. To strike that happy medium, this formula “cuts down on ingrown hairs and irritation while leaving the skin feeling soft and pampered,” says Peterson Pierre, MD, a board-certified dermatologist based in Thousand Oaks, California. It’s got a creamy, non-foaming consistency that won’t give you a sudsy lather, but can help you get a super-close shave, and the fresh scent is light enough for even the most sensitive noses.

    Tester feedback from former senior commerce editor Sarah Felbin

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    “My super-sensitive skin doesn't love it when I shave—unless I use Fur's Shave Cream. It's thick and smooth (almost fluffy) and goes on in one sheer white layer that makes it easy to see every stroke. After I rinse it off, my skin is left feeling ultra-soft, with no irritation in sight. I'll admit, I didn't see shaving cream as a necessity until I tried this one—now, I'm not sure how I'll shower without it. I just wish the tube was bigger!” —Sarah Felbin, former senior commerce editor

    More to know

    AccordionItemContainerButtonLargeChevron

    • Key ingredients: olive oil, aloe
    • Fragrance-free: yes
    • Sulfate-free: yes

    Best for Dry Skin: EOS Vanilla Cashmere Shave Butter

    EOS Vanilla Cashmere Shave Butter in branded tube component on a light gray backgroundSave to wishlistSave to wishlist

    EOS

    Vanilla Cashmere Shave Butter

    $9 $8 (11% off)

    Amazon

    $10

    Ulta Beauty

    Why we love it: At the heart of EOS’ Vanilla Cashmere Shave Butter—the sibling of the EOS Cashmere Skin Shave Oil, a past Best of Beauty Award winner—is the brand’s Cashmere Smooth Complex. It’s a blend of shea, cocoa, and argan butters, which translates to a rich, luxurious cream that creates a pillowy base, providing your skin with ample moisture while you shave, and offsetting dryness. There are also plenty of oils (specifically, avocado, macadamia, and almond) to help prime the skin for a close, comfortable shave, free of irritation. And the benefits don’t stop in the shower: The shaving soap also includes colloidal oatmeal, which can soothe inflammation immediately, according to Dr. Reszko.

    More to know

    AccordionItemContainerButtonLargeChevron

    • Key ingredients: shea butter, cocoa butter, argan butter, colloidal oatmeal
    • Fragrance-free: no
    • Sulfate-free: yes

    Best Scent: Athena Club Fluffy Shave Butter in Golden Vanilla

    Athena Club Fluffy Shave Butter in branded holographic tube with tan cap on light gray background with red Allure Best of Beauty seal in the top right cornerSave to wishlistSave to wishlist

    Athena Club

    Fluffy Shave Butter in Golden Vanilla

    $7

    Walmart

    $11

    Athena Club

    Why we love it: While there are plenty of great-smelling shave creams out there, few can compete with the sophistication of Athena Club’s Fluffy Shave Butter in Golden Vanilla. The 2025 Best of Beauty Award winner has a blend of vanilla cream, cashmere, and sandalwood that would be right at home in a perfume bottle (and is, in fact, available in a hair and body mist format, as well as a body wash, lotion, and deodorant). But the benefits go beyond the fragrance-layering opportunity: The thick, creamy, non-foaming formula contains shea butter—which is great for sealing in moisture and banishing dry skin—and rosemary extract, which provides post-shave soothing for more sensitive skin types, while keeping ingrowns at bay.

    Tester feedback from senior copy manager Dawn Rebecky

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    "You can keep the creams, foams, and gels because Athena Club's Fluffy Shave Butter is my new go-to for getting a comfortable, nick-free shave. Even better is how soft and smooth my sensitive skin feels days later, thanks to the glycerin, shea and cocoa butters, and rosemary leaf packed into the formula. Bonus: The light coconut-and-vanilla aroma is enough to perk up your shower, but subtle enough for people who prefer those scents in small doses." —Dawn Rebecky, senior copy manager

    More to know

    AccordionItemContainerButtonLargeChevron

    • Key ingredients: shea butter, rosemary extract
    • Fragrance-free: no
    • Sulfate-free: yes

    Best Fragrance-Free: Aveeno Therapeutic Shave Gel

    Aveeno Therapeutic Shave Gel branded bottle component with blue accents on a light gray background with red Allure Best of Beauty seal in the top right cornerSave to wishlistSave to wishlist

    Aveeno

    Therapeutic Shave Gel

    $6 $4 (33% off)

    Amazon

    $6

    Walmart

    Why we love it: If you have sensitive or eczema-prone skin, you might want to think twice before bringing your scent routine into your shower routine. “Fragrance is a common trigger for both irritant and allergic contact dermatitis, especially in more sensitive areas like the face, underarms, and bikini line,” says Dr. Reszko, who recommends skipping the ingredient altogether if you fall into either of those categories. Aveeno’s Therapeutic Shave Gel is formulated without fragrance, but does feature the brand’s signature oat along with a host of hydrators and barrier boosters. For instance, it “has hydrating glycerin for a smooth shave,” notes Peter Bittar, MD, a board-certified dermatologist based in Miami. “In addition, its vitamin E and vitamin B5 can help comfort skin and support a healthy skin barrier.”

    Tester feedback from former associate manager of audience development Melanie Curry

    AccordionItemContainerButtonLargeChevron

    “I never know how my body will react to products (thank you, contact dermatitis), so I'm hesitant to try anything new. But I picked up this shave gel for its “sensitive-skin” branding, and I'm so glad I did. It’s so foamy and thick that my razor glides easily without any nicks or irritation, leaving me with a baby-smooth shave. The formula also has vitamin E and aloe, so your skin isn’t thirsty for hydration. You’ll still need a post-shave oil, of course, but stripping is no more after shaving with this bb.” —Melanie Curry, former associate manager of audience development

    More to know

    AccordionItemContainerButtonLargeChevron

    • Key ingredients: oat, vitamin E, vitamin B5
    • Fragrance-free: yes
    • Sulfate-free: yes

    Best for Sensitive Skin: Vanicream Shave Cream

    Vanicream Shave Cream in branded component tube component on a light gray backgroundSave to wishlistSave to wishlist

    Vanicream

    Shave Cream

    $13 $10 (23% off)

    Amazon

    Why we love it: The only thing dermatologists might agree on more than daily sunscreen use is Vanicream being a go-to brand for those with sensitive skin. The Vanicream Shave Cream is no exception. “It avoids common irritants and focuses on barrier protection, making it a very reliable choice for reactive patients,” says Dr. Reszko. That can mostly be chalked up to what isn’t on the ingredients list: The formula is “hypoallergenic, fragrance-free, and dye-free,” says Dr. Shamban. “It is also paraben- and lanolin-free, making it gentle enough for even the most sensitive or reactive skin.”

    More to know

    AccordionItemContainerButtonLargeChevron

    • Key ingredients: stearic acid, glycerin
    • Fragrance-free: yes
    • Sulfate-free: yes

    Best for Travel: Hanni Shave Pillow

    Hanni Shave Pillow in branded component on a light gray backgroundSave to wishlistSave to wishlist

    Hanni

    Shave Pillow

    $26

    Amazon

    Why we love it: Heading to the gym or a hotel? Skip the can and reach for Hanni’s Shave Pillow instead. It’s a smooth, handheld balm stick that can help you achieve a water-free shave in or out of the shower. It achieves this through glycerin—which, according to Dr. Shamban, provides both glide and moisture retention—as well as antioxidant-rich cactus water and adaptogenic mushrooms. And it really is water-free: Once you’ve finished shaving, just rub the remaining product into your skin to reap the antioxidant and soothing benefits.

    More to know

    AccordionItemContainerButtonLargeChevron

    • Key ingredients: cactus water, adaptogenic mushrooms, glycerin
    • Fragrance-free: no
    • Sulfate-free: yes

    Frequently Asked Questions

    Do I really need to use shaving cream?

    Short answer: Yes. Longer answer: Wet shaving with some form of lubrication—be it a traditional shaving cream, oil, or butter—is important for your skin health. “Shaving on dry skin increases transepidermal water loss and creates microtears in the stratum corneum layer,” explains Dr. Reszko. “A proper shaving cream provides a lubricating interface, therefore reducing friction and sheer stress from the blade.” This is all to say: Unless you’re in a pinch, you should use one every time you whip out a razor.

    Are there areas of the body that especially benefit from shave cream?

    Wherever the hair is coarse and/or the skin is thin, it’s especially important to use shave cream. This includes the neck and beard, underarms, and genital area; essentially, any “very sensitive areas where you don't want a lot of friction,” explains Dr. Brian Hibler, MD, a New York City-based board-certified dermatologist with Schweiger Dermatology. “These are all areas where hair tends to be coarser, or the skin is more prone to irritation, so you want as much cushion and glide as possible.” Not doing so could lead to some unpleasant side effects: Since these areas are also more prone to post-inflammatory hyperpigmentation, “minimizing trauma during shaving is key,” says Dr. Reszko.

    People with curly body hair will also want to make sure they’ve used proper lubrication before pulling out the razor, says Dr. Shamban, due to the increased risk of ingrown hairs.

    How can I get my best shave?

    • It’s best to shave during or before a shower, not after, and warm water is ideal. “Heat and water increase hair shaft hydration and elasticity, allowing for a smoother cut,” Dr. Reszko explains.
    • Let your shaving product sit on the skin for about thirty seconds before you start to lather up and shave; Dr. Reszko says this will help soften the hair.
    • Reszko and Hibler both recommend shaving with the grain (so, in the direction of growth) and not against it, especially if you’re prone to ingrown hairs and breakouts. You also want to make sure you’re using light pressure and not bearing down too hard on the skin with your razor—which is especially important if you’re using a safety razor.
    • You want to apply a full layer of product, but not too much; Shamban recommends about a quarter to half an inch of thickness. “As long as your skin is not ‘visible’ and no areas are left uncovered, you should be fine,” she adds.

    What ingredients should someone look for in a shaving cream?

    “The best ingredients in shaving cream enhance gliding and supporting barrier function,” says Dr. Reszko. This includes emollients—think squalane, shea butter, coconut oil, and jojoba oil—as well as glycerin and hyaluronic acid for hydration. Barrier-boosters like ceramides and panthenol are also great (Dr. Shamban especially likes the latter for sensitive skin).

    Soothing ingredients should also be top of mind; these include aloe vera, allantoin, or colloidal oatmeal. These ingredients are especially important for people with sensitive skin and those who are prone to follicular inflammation, says Dr. Reszko.

    Meet the experts

    • Anetta Reszko, MD, a board-certified dermatologist based in New York City
    • Brian Hibler, MD, a board-certified dermatologist with Schweiger Dermatology in New York City.
    • Ava Shamban, MD, a board-certified dermatologist based in California.
    • Peterson Pierre, MD, a board-certified dermatologist based in Thousand Oaks, California
    • Peter Bittar, MD, a board-certified dermatologist based in Miami

    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 shave creams, we enlisted the help of multiple editors, writers, contributors, and professional 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: wear, longevity, color variety, and ease of use. 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.

    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.

  • 10 Best Face Moisturizers for Every Skin Type and Concern

    10 Best Face Moisturizers for Every Skin Type and Concern

    products on peach backgroundCollage: Paula Balondo; Source images: Courtesy of brands, Allure editorsSave StorySave this storySave StorySave this story

    Chances are, you already know to moisturize—but the real question is whether or not you have one of the best face moisturizers for your skin type and concerns. Oily skin loves a lightweight cream that won't clog pores and emphasize shine, while sensitive skin jives best with a fragrance-free cream formulated with proven soothing ingredients; combination skin, meanwhile, needs the right balance of moisture and oil control. No matter the season, moisturizers plump, soften, and comfort skin in ways that lighter-textured products like toners and essences can't deliver.

    Without proper hydration, your natural moisture barrier can gradually break down, leaving your skin feeling dry, tight, and prone to irritation. And, practically speaking, if you're already spending a pretty penny on your face serums (hey, retinal and growth factors), you'd be doing your skin a big disservice by not choosing the optimal moisturizer to seal in all of those hardworking ingredients.

    Our Top Tried-and-True Moisturizers

    • Best Overall: La Roche-Posay Toleriane Double Repair Face Moisturizer, $25
    • Best for Dry Skin Aestura Atobarrier 365 Cream, $32
    • Best for Sensitive Skin: Illiyoon Ceramide Ato Concentrate Cream, $29
    • Best for Normal to Combo Skin: Dieux Instant Angel Lipid-Rich Firming Moisturizer, $39
    • Best for Acne-Prone Skin: Dr. Althea 345 Relief Cream, $27
    • Best with SPF: Isdin Fusion Water Magic SPF 40, $38

    Our Top Newly-Tested Moisturizers

    • Best Plumping: Glow Recipe Watermelon Milk Peptide Cushion Cream, $40
    • Best for Dull Skin: Tatcha Longevity Cream, $84

    Over many years, we’ve tested hundreds of formulas and chatted with board-certified dermatologists for their recs—culminating in the ultimate list of tried-and-true formulas, as well as newer hits. Onwards to happy, hydrated skin!

    Frequently Asked QuestionsAccordionItemContainerButtonLargeChevron

    • Why do you need a face moisturizer?
    • What step is moisturizing in a skin-care routine?
    • Meet the experts
    • How our staff tests and reviews products
    • Meet our staff and testers

    Our Top Tried-and-True Moisturizers

    Best Overall: La Roche-Posay Toleriane Double Repair Face Moisturizer

    La Roche-Posay Toleriane Double Repair Face Moisturizer in branded tube component on a light gray backgroundSave to wishlistSave to wishlist

    La Roche-Posay

    Toleriane Double Repair Face Moisturizer

    $25

    Amazon

    $26

    Ulta Beauty

    Allure senior commerce director Shanna Shipin applying the La Roche-Posay Toleriane Double Repair Face Moisturizer

    Shanna Shipin

    Why we love it: Honest question: When has La Roche-Posay ever steered us wrong? The French pharmacy brand's products are well-known for being sensitive-skin-friendly, so it's no surprise that our editors spanning all skin types—from normal to sensitive to combination—adore its products. The Toleriane Double Repair Face Moisturizer is as no-fuss and reliable as it gets: Fragrance-free and infused with La Roche-Posay's signature, soothing prebiotic thermal water, as well as ceramides and niacinamide, this cushiony formula is like a big hug for a stressed barrier. Derms are right there with us: “It has a lightweight cream-lotion feel that layers well under sunscreen and makeup without burning or heaviness for most sensitive types,” Shamsa Kanwal, MD, a board-certified dermatologist based in Portland, previously told Allure.

    Tester feedback from senior commerce director Shanna Shipin

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    “It's up there with Aquaphor as a product that I can trust to perform no matter how dry or damaged my skin barrier is. It doesn't go big on fancy fine-line-reducing ingredients or anything, and instead focuses on hydration. It leaves my skin wrapped in a cocoon of moisture—but not the overbearing and itchy kind! It plays nicely with my angry eczema flare-ups, and has no fragrance, so I can use it on my kids, too.” —Shanna Shipin, senior commerce director

    More to know

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    • Key ingredients: ceramides, glycerin, niacinamide, thermal water
    • Texture: cream
    • Best for: dry, sensitive skin (including eczema)
    • Fragrance-free: yes

    Best for Dry Skin: Aestura Atobarrier 365 Cream

    Aestura Atobarrier365 Cream in white and blue branded tube component on a light gray backgroundSave to wishlistSave to wishlist

    Aestura

    Atobarrier 365 Cream

    $32

    Amazon

    $32

    Sephora

    Why we love it: The twin to Aestura's Best of Beauty Award-winning lotion, the Atobarrier 365 Cream is a lightweight cream you can apply to your face (or body) to instantly soften and smooth rough patches, while also minimizing redness and boosting moisture levels. Formulated particularly for dry, sensitive skin, Aestura’s dreamy cream is infused with micro triple-lipid capsules (composed of ceramides, cholesterol, and fatty acids) that burst upon contact with skin, supplying a surge of skin-smoothing moisture. Its fast-absorbing, cake-frosting-like texture means you can slather this lotion all over your body and immediately put on clothes without fabric sticking to your skin.

    This top-notch Korean moisturizer might not have the sexiest packaging, but at the end of the day, it's a dependable formula that does exactly what it sets out to do. “It has this frosting-like texture that just melts on your skin,” says David Kim, MD, a board-certified dermatologist based in New York City, who also likes to use it as a hand cream.

    Allure content director Sophia Panych applying the Aestura Atobarrier 365 Cream

    Sophia Panych

    Allure features director Dianna Singh applying the Aestura Atobarrier 365 Cream

    Dianna Singh

    Tester feedback from content director Sophie Panych

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    “I like my face creams boring. Flashy packaging? Don't want it. Buzzy ingredients. Don't need 'em. That's why when I saw this cream on the giveaway table at work–with its basic blue-and-white tube, simple descriptor (Moisturizing Cream), and star ingredient (ceramides), I was sold before I even had the chance to slather it on. Luckily, the formula lived up to its basic-ness (and again, that's a very good thing). The silky cream has no scent, no bells and whistles, and leaves my temperamental, combination, 39-year-old skin feeling soothed and very, very hydrated. Since nabbing it off the free table, I've gone through two tubes, and I just found a travel-size tube that will be coming with me on my summer holidays. Oh, and did I mention it wears well under makeup? Well, it does, and makes you look glowier and plumper, too.

    Maybe it's not quite thick enough for very dry, cold environments, and if you prefer drugstore pricing, this is slightly higher than that, but I honestly think it's just a really well-formulated, easy-to-use, reasonably-priced face cream. I could do with a larger tube, though.” —Sophie Panych, content director

    Tester feedback from features director Dianna Singh

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    “I love Aestura AtoBarrier 365 Cream as much for what it does for my skin as what it doesn't: The rich formula is deeply hydrating without causing irritation or congestion. When I apply it before bed, my skin feels noticeably softer and smoother come morning.” —Dianna Singh, features director

    More to know

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    • Key ingredients: ceramides, cholesterol, fatty acids, allantoin
    • Texture: cream
    • Best for: all skin types
    • Fragrance-free: yes

    Best for Sensitive Skin: Illiyoon Ceramide Ato Concentrate Cream

    Illiyoon Ceramide Ato Concentrate Cream in branded tube component on a light gray backgroundSave to wishlistSave to wishlist

    Illiyoon

    Ceramide Ato Concentrate Cream

    $25 $20 (20% off)

    Amazon

    Allure former commerce writer Lily Wohlner applying Illiyoon’s Ceramide Ato Concentrate Cream

    Lily Wohlner

    Why we love it: Illiyoon’s beloved K-beauty cream has tons of fans (including us!), but it’s extra great for those with sensitive skin. The fragrance-free formula is loaded with barrier-boosting ceramides and hydrating glycerin, and it’s gentle enough for both adults and kids (which says a lot). It quickly soothes red, flaky skin, replacing irritation with a calm, smooth, deeply hydrated feel. With continued use, flare-ups become less frequent, and those with acne-prone skin can use it confidently, as this formula won’t trigger breakouts. Apply it morning and night to keep skin comfortable throughout the day and quietly repair it while you sleep.

    Tester feedback from former commerce writer Lily Wohlner

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    “This Illiyoon cream has completely transformed my acne-prone, combination skin over the past two years, and I have its high concentration of plant-based ceramides to thank. It has strengthened my skin barrier, giving me that healthy, hydrated glow and a bouncy, soothed feel, all without irritation or breakouts (which is rare for me!). As a beauty writer who tests endless products, the fact that this moisturizer has remained a constant in my routine for two full years says it all.” —Lily Wohlner, former commerce writer

    More to know

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    • Key ingredients: ceramides, glycerin
    • Texture: cream
    • Best for: all skin types, but especially those with sensitive, reactive skin
    • Fragrance-free: yes

    Best for Normal to Combo Skin: Dieux Instant Angel Lipid-Rich Firming Moisturizer

    Dieux Instant Angel Moisturizer on a grey backgroundSave to wishlistSave to wishlist

    Dieux

    Instant Angel Moisturizer

    $45

    Sephora

    $45

    Dieux

    Allure managing editor Alessandra Foresto applying the Dieux Instant Angel Moisturizer Lipid-Rich Firming Moisturizer

    Alessandra Foresto

    Why we love it: When in doubt, just dieux it. Ever since Instant Angel launched in 2022, our editors have routinely called out this moisturizer as one of the best—especially for dry, sensitive skin. It's rich and velvety and leaves behind a healthy glow without any residue that thicker creams might. (Note: While it is non-comedogenic, Dieux offers a gel moisturizer called Air Angel that's better suited for acne-prone skin.) Unsurprisingly, the key ingredients are a dream come true for a damaged, compromised barrier. Some highlights include a 3% Moisture Complex packed with glycerin, sodium PCA, urea, and sodium hyaluronate for immediate and long-lasting benefits, as well as a plant-derived lipid complex that mimics our skin's natural lipid layer to seriously replenish dried-out skin. Our standards are always high for skin care, but this cosmetic chemist-cofounded brand always meets them.

    Tester feedback from managing editor Alessandra Foresto

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    “As an eczema-prone girlie with a tendency to get the occasional breakout, I take keeping my skin moisturized very seriously. My criteria includes gentle but effective ingredients, little to no fragrance, and wearing well under makeup (meaning no flakiness or pilling). This one hits all my needs! The hype about this moisturizer is 100% warranted. My skin looks so glowy right after application, and that glow shines through my makeup as well—I often get compliments on mornings I use it, so you know it's the lotion making a difference. The brand warns that this might not be the best product for acne-prone skin, but it works for my combination skin.” —Alessandra Foresto, managing editor

    More to know

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    • Key ingredients: lipids and ceramides, 0.5% dipalmityl hydroxylproline peptide, 3% Advanced Moisture Complex (glycerin, urea, and hyaluronic acid)
    • Texture: cream
    • Best for: normal, dry, or combo skin
    • Fragrance-free: yes

    Best for Oily Skin: Beauty of Joseon Red Bean Water Gel

    Beauty of Joseon Red Bean Water Gel in branded tube component on a light gray backgroundSave to wishlistSave to wishlist

    Beauty of Joseon

    Red Bean Water Gel

    $18

    Amazon

    $18

    Sephora

    Allure commerce editor Sarah Han applying the Beauty of Joseon Red Bean Water Gel

    Sarah Han

    Why we love it: Beans aren't just part of a well-balanced diet; they have plenty of skin-care benefits, the most unique being that they are gentle exfoliants that sweep away dead skin and help absorb excess oil. Beauty of Joseon's Red Bean Water Gel is formulated with 44% Haenam red bean extract to provide said gentle resurfacing benefits. The finish is truly featherweight and undetectable, which is why it's a dream for combination and oily skin—or anyone who's looking for a lighter moisturizer for the humid days ahead. What is detectable, however, is the plumping finish courtesy of a hardworking peptide blend. Allantoin and panthenol also step in to help soothe and reduce redness. Not to mention, this pretty pink tube makes application easy and mess-free, which is always a bonus in our book.

    Tester feedback from commerce editor Sarah Han

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    “I rotate moisturizers frequently as part of the whole beauty-editor job—they all more or less do the same job, okay?—but I've burned through two tubes of Red Bean Water Gels, and never want to be without one. Gel moisturizers are perfect for my combination skin because they hydrate without feeling heavy or emphasizing my oily, pore-ridden T-zone. Red Bean Water Gel, in particular, is chock-full of red bean extract to deliver moisture while also absorbing sebum (thanks to saponins)—a magical combo, if you ask me. It's cooling, refreshing, and layers wonderfully underneath my sunscreen and makeup sans pilling. I always want to look like a little dewy dumpling/cherub, and this does the trick!” —Sarah Han, commerce editor

    More to know

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    • Key ingredients: Haenam red bean (Phaseolus angularis seed extract), glycerin, betaine, beta-glucan, panthenol, allantoin, triple peptide complex
    • Texture: gel
    • Best for: people with combination, oily, or acne-prone skin
    • Fragrance-free: yes

    Best for Acne-Prone Skin: Dr. Althea 345 Relief Cream

    Dr. Althea 345 Relief Cream in branded component on a light gray backgroundSave to wishlistSave to wishlist

    Dr. Althea

    345 Relief Cream

    $27 $23 (15% off)

    Amazon

    $27

    Ulta Beauty

    Allure former senior commerce editor Sarah Felbin applying the Dr. Althea 345 Relief Cream

    Sarah Felbin

    Why we love it: Dr. Althea 345 Relief Cream is a tried-and-true staple for those with oily and blemish-prone skin who want—nay, need—a balanced moisturizer. In fact, that's what the “345” stands for: three ingredients to treat blemishes and support a more even skin tone (tannic acid, niacinamide, resveratrol), four to lock in moisture and strengthen a stressed barrier (ceramides, beta-glucan, hyaluronic acid, and rice bran PDRN), and five to soothe irritation (includes cica, madecassoside, and tea tree leaf water). It's lightweight enough for daytime wear but has enough cushiness to round out your nighttime skin-care routine. As is common for Korean skin-care brands, this cream has gone through a few reformulations—first to remove artificial fragrances and colors, and the second time to make the formula fungal-acne safe by cutting out ingredients that can trigger yeast-related breakouts. (While fungal acne typically appears on the body, it can also pop up on the forehead, hairline, cheeks, and chin.)

    P.S. Dr. Althea's 345 Relief Cream is so popular that it's spawned a 345 Relief Serum, 345 Relief Cream Mist, and 345 Relief Cream Mask.

    Tester feedback from former senior commerce editor Sarah Felbin

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    “The way this cream sinks in immediately should be studied. It's so lightweight and soothing, and it melts in seconds, leaving my skin hydrated and glowy. I love that it's not too thick or sticky, like some heavier moisturizers can be. In the winter, when I get dry patches around my mouth and nose, it does an excellent job of balancing my combination skin without turning greasy.” —Sarah Felbin, senior commerce editor

    More to know

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    • Key ingredients: tea tree leaf water, niacinamide, glycerin, panthenol, hyaluronic acid, ceramides, Centella asiatica, madecassoside, Coptis japonica root
    • Fragrance-free: yes

    Best for Extra-Dry Skin: Rhode Barrier Butter

    Rhode Barrier Butter gray tube on light gray background with red Allure Best of Beauty seal in the top right cornerSave to wishlistSave to wishlist

    Rhode

    Barrier Butter

    $36

    Sephora

    $36

    Rhode

    Allure social media manager Bianca Richards applying the Rhode Barrier Butter

    Bianca Richards

    Why we love it: If you’re dealing with super dry skin, a psoriasis flare-up, or even rough spots on your elbows and knees, Rhode’s Barrier Butter (a 2025 Best of Beauty Award winner) delivers serious hydration, thanks to five molecular weights of hyaluronic acid that penetrate multiple layers of the skin, leaving it smooth, plump, and bouncy. To lock in that moisture, it’s also loaded with barrier-repairing ceramides and rich murumuru butter, so skin stays soft and protected all day without that dreaded greasy cast.

    Tester feedback from social media manager Bianca Richards

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    "Despite what others might say, Rhode actually cracked the code for putting out the best moisturizer on the market. The Barrier Butter is ultra-rich in texture and instantly soaks into the skin so well—perfect for those who experience dryness and are looking to improve the skin barrier for long-term skin health. I've repurchased this product twice because it's just that good, and I can honestly say it's done wonders for helping to strengthen my barrier for a more natural, supple glow over time." —Bianca Richards, social media manager

    More to know

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    • Key ingredients: hyaluronic acid, murumuru butter, ceramides, polyglutamic acid
    • Texture: balm
    • Best for: anyone who wants an intensely moisturizing, balmy moisturizer
    • Fragrance-free: yes

    Best for Rosacea: Dr. Jart+ Cicapair Intensive Soothing Repair Cream

    Dr. Jart+ Cicapair Sensitive Skin Moisturizer for Redness green and white tube on light gray backgroundSave to wishlistSave to wishlist

    Dr. Jart+

    Cicapair Intensive Soothing Repair Cream

    $52

    Amazon

    $52

    Sephora

    Allure contributing commerce writer Christa Joanna Lee applying the Dr. Jart+ Cicapair Intensive Soothing Repair Cream

    Christa Joanna Lee

    Why we love it: Dr. Jart+ makes some of our favorite cica-infused skin-care products, like the Intensive Soothing Repair Cream, to curb sensitivity and redness. Used in Asian medicine for centuries, "cica (short for Centella asiatica) is believed to soothe and repair irritated skin," Ellen Marmur, MD, a New York City-based board-certified dermatologist, told Allure. The Cicapair Intensive Soothing Repair Cream pairs a cica complex with allantoin to calm irritation, while niacinamide provides a gentle boost of radiance. It layers beautifully beneath sunscreen and makeup but also holds its own as a nighttime moisturizer.

    Tester feedback from contributing commerce writer Christa Joanna Lee

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    “Dr. Jart+’s Cicapair Intensive Soothing Repair Cream has become my go-to for calming down the redness around my nose and under my eyes (hi, allergies). It’s silky, semi-matte without being at all drying, and wears nicely under makeup. Just a heads-up: It comes out of the tube fast, but any extra is great for soothing dry patches on your body, too.” —Christa Joanna Lee, contributing commerce writer

    More to know

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    • Key ingredients: Centella asiatica, allantoin, niacinamide, shea butter
    • Texture: midweight soothing cream
    • Best for: sensitive, redness-, or rosacea-prone skin
    • Fragrance-free: yes

    Best Firming: Innbeauty Extreme Cream Firming & Lifting Moisturizer

    InnBeauty Project Extreme Cream pink bottle on light grey backgroundSave to wishlistSave to wishlist

    InnBeauty

    Extreme Cream

    $48

    Sephora

    $48

    Innbeauty

    Allure beauty director Sarah Kinonen applying the Innbeauty Extreme Cream Firming & Lifting Moisturizer

    Sarah Kinonen

    Why we love it: Innbeauty had our interest piqued with “reverse emulsion technology.” Let us explain: The Extreme Cream Firming & Lifting Moisturizer is formulated with teensy water droplets suspended in oil droplets that burst upon contact, flooding skin with a glass-like glow. Despite its luxe cream texture, it layers beautifully and seamlessly underneath sunscreen and makeup, as our testers confirm. Ceramides (three types, to be exact), peptides, and plant-derived retinol are the stars here, working in tandem to lock in moisture, support your barrier, boost your skin's elasticity, and help firm the appearance of fine lines. Pair with Innbeauty's Extreme Cream Eye for a one-two lifting skin-care punch.

    Tester feedback from beauty director Sarah Kinonen

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    “Due to the nature of my job as a beauty editor, I rarely go back to skin-care products I’ve hit pan on. There is an exception to the rule, though. And that exception is InnBeauty’s Extreme Cream. I loveeee this moisturizer, and have gone through approximately 24,873 bottles, give or take. Although it’s slightly rich in texture, it blends into skin easily, layers well over and under other skin-care products (and makeup!), and makes my skin feel so soft and dewy.

    Despite my not being the color pink's biggest fan (I've seen enough in my millennial days), I really do like the bottle and its overall packaging. It's smart but fun, which is how I think skin care should be. I love that it has a pump, too—it makes the application process less messy! Oh, and when I'm traveling, I like that I can pop out the inner tube and toss it into my toiletry bag without it taking over too much space. See? Smart!

    I have combination skin with a touch of sensitivity, and I find this moisturizer works just fine—if not great!—on my 35-year-old skin. I would recommend it to fellow 30-somethings and above because of the peptide-filled formula.” —Sarah Kinonen, beauty director

    More to know

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    • Key ingredients: squalane, plant-derived retinol, 3% lifting peptides, ceramides
    • Texture: cream
    • Best for: dry, combination, mature skin
    • Fragrance-free: yes

    Best with SPF: Isdin Fusion Water Magic SPF 40

    Isdin Fusion Water Magic SPF 40 in branded blue bottle with clear cap on light gray background with red Allure Best of Beauty seal in the top right cornerSave to wishlistSave to wishlist

    Isdin

    Fusion Water Magic SPF 40

    $38

    Amazon

    $38

    Dermstore

    $38

    Sephora

    Allure editor in chief Jessica Cruel applying the Isdin Fusion Water Magic SPF 40

    Jessica Cruel

    Why we love it: If you like your moisturizers that feel like serums, look no further than Isdin's Best of Beauty-winning Fusion Water Magic SPF 40. Not only is there built-in UV protection that doesn't read chalky across any skin tone, but it's also so lightweight that it functions wonderfully as a makeup primer. (Pilling, who?) The finish isn't overly glowy—instead, think natural and breathable. The ingredients hard at work are antioxidant-rich Mediterranean algae to defend against oxidative stress (which leads to signs of aging popping up faster), hyaluronic acid to deeply hydrate, and vitamin E to maintain peak barrier health.

    Tester feedback from editor in chief Jessica Cruel

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    “Too greasy, too shiny, too oily, too chalky—these are all complaints that I hear from my family when I ask them if they are using sunscreen every day. That's when I recommend this Isdin Water Magic formula. It's a chemical sunscreen that goes on like a moisturizer. The finish is not matte, but it won't leave you looking greasy. It absorbs quickly and blends seamlessly into my brown skin with no purple tint. It's the perfect fit for those who hate the idea of sunscreen because of the way it feels. This lightweight option will leave them with no complaints.” —Jessica Cruel, editor in chief

    More to know

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    • Key ingredients: 9% octocrylene, 7.3% homosalate, 4.5% octisalate, 2.7% avobenzone, Mediterranean algae, hyaluronic acid, vitamin E
    • Texture: lightweight, water-based fluid
    • Best for: all skin types
    • Fragrance-free: yes

    Best for Summer: Then I Met You Bong2 Bounce Cream

    Then I Met You Bong2 Bounce Cream in branded blue jar with cap on light gray background with red Allure Best of Beauty seal in the top right cornerSave to wishlistSave to wishlist

    Then I Met You

    Bong2 Bounce Cream

    $46

    Amazon

    $46

    Soko Glam

    Allure former senior news editor Nicola Dall’Asen applying Then I Met You’s Bong2 Bounce Cream

    Nicola Dall'Asen

    Why it’s worth it: Another K-beauty staple beloved by Allure editors, Then I Met You’s 2025 Best of Beauty Award-winning Bong2 Bounce Cream is the glowy skin-topper of our dreams. It’s ultra-lightweight and breathable, yet it locks in long-term moisture with ceramides, sea buckthorn, and squalane, then brightens with vitamin C–rich hallabong (a citrus fruit grown on Jeju Island, South Korea)—leaving skin with a bouncy, lit-from-within look. In case you’re wondering, the bright marigold hue is al naturale, a.k.a. the high lycopene and carotenoid content found in sea buckthorn. TL;DR This gel-cream is pretty much a nutritious, energizing smoothie for your face.

    Tester feedback from former senior news editor Nicola Dall'Asen

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    “I like to call the process of moisturizing with this product putting on my ‘glow goo’ because this golden jelly gives me dewier skin than just about any other I've used in my lifetime. Plus, it’s astonishingly lightweight, so it never pills and rubs off.” —Nicola Dall’Asen, former senior news editor

    More to know

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    • Key ingredients: vitamin C, ceramides, hallabong fruit
    • Texture: gel
    • Best for: all skin types
    • Fragrance-free: no

    Our Top Newly-Tested Moisturizers

    Best for Dull Skin: Tatcha The Longevity Cream

    Tatcha Longevity Cream in branded component on a light gray backgroundSave to wishlistSave to wishlist

    Tatcha

    Longevity Cream

    $84

    Amazon

    $84

    Sephora

    $84

    Ulta Beauty

    Shipin applying the Tatcha Longevity Cream

    Shanna Shipin

    Why we love it: If it's one thing we love about Tatcha (though there are many reasons), it's product texture—and The Longevity Memory Cream is the latest formula to prove our point. This pudding-like cream has a satisfying memory-foam-like bounce that transforms into a plush, velvety texture once it makes contact with your skin. The finish is ever so tacky (but not too much that it's uncomfortable), which is ideal for makeup prep, and you're left looking much dewier and more radiant—sort of like a wake-up call for your complexion.

    A bit of background: The Longevity Memory Cream is inspired by nuchi-gusui (meaning “life's medicine”), the traditional Okinawan diet rich in ancestral herbs and plants that have been used for many centuries. The core Okinawa Cellescence Complex is made up of tone-evening Shikuwasa lime, barrier-strengthening noni juice, and gently resurfacing shell ginger to both instantly and gradually brighten, promote elasticity, and deeply hydrate skin. What's not to love?

    Tester feedback from Shipin

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    “My Goldilocks moisturizer! I was cycling through so many products that just didn't do it for my skin, but as soon as I started using the Longevity Cream, it was an instant mainstay. I finished my little sample tub and am now halfway through my big pot because I'm addicted to using this morning (sometimes midday) and night. It has a lightweight, gel-cream consistency, and feels a lot like a ‘bounce’ cream to me—literally! There's a wiggly, jiggly bounce-back when you tap on the surface of the moisturizer, and you really are best served by using the spoon to scoop a dollop out. I like to apply it directly to my face because it's simply fun, but I also warm it up between my fingers before applying. It looks and feels like the product texture: my skin feels more elasticated and bouncy, and it leaves a very slight grippy finish to the skin that is perfect for applying makeup over. (I skip primer most days now.)

    Once it absorbs, your skin looks so supple. My husband literally used the word ‘glistening’—more of this, please! I love that it hydrates my ultra-dry skin and does not irritate my eczema whatsoever, even though it has a subtle fresh citrus fragrance. I'm in my mid-thirties, so I am looking for products that can combat discoloration and wrinkles, and while I haven't seen any fading or evening of skin tone, I have noticed my skin is looking more plump and generally happier.” —Shanna Shipin, senior commerce director

    More to know

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    • Key ingredients: Okinawa cellescence complex (shikuwasa lime, noni juice, and shell ginger extract), nonapeptide-1, bio-fermented hyaluronic acid
    • Texture: midweight, bouncy gel-cream
    • Best for: people with dry and/or mature skin
    • Fragrance-free: no

    Best Plumping: Glow Recipe Watermelon Milk Peptide Cushion Cream

    Glow Recipe Watermelon Milk Peptide Cushion Cream in branded component on a light gray backgroundSave to wishlistSave to wishlist

    Glow Recipe

    Watermelon Milk Peptide Cushion Cream

    $40

    Sephora

    Allure social director Kassidy Silva applying the Glow Recipe Watermelon Milk Peptide Cushion Cream

    Kassidy Silva

    Why we love it: If you're a day-one Glow Recipe, you know that the K-beauty-inspired brand's first-ever product was the Watermelon Glow Sleeping Mask, a deliciously gooey overnight AHA treatment to buff away dead skin and reveal baby-soft skin by morning. Since then, the Watermelon Glow line has birthed many more fan-favorites—hey, Watermelon Glow AHA Pink Dream Body Cream, a three-time Readers' Choice Award winner.

    But what if you're sensitive to acids? Meet the Glow Recipe Watermelon Milk Peptide Cushion Cream, which relies on 10 peptides to help firm skin and smooth fine lines, watermelon milk (a.k.a. a blend of watermelon extract and squalane that's responsible for the formula's silky texture). Toss in glycerin, panthenol, and ceramides, and you've got yourself the perfect recipe (see what we did there?) for intense hydration and barrier care—without any potential sting. The texture is balanced, too—lightweight and breathable, but feels like a tall glass of water for your skin.

    Tester feedback from social director Kassidy Silva

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    “With chronic skin conditions, it's rare that I'll switch up my go-to skin-care products, especially moisturizers. But the Glow Recipe Watermelon Milk Cushion Cream is 50 milliliters of bouncy perfection. It’s similar to the most popular moisturizers coming out of Korea right now too, with my ideal balance of hydration, weight, and lasting power.”

    I use four nickel-size dots on my forehead, cheeks, and chin, morning and night. It has a quick dry-down time, so in less than five minutes, I'm on to the rest of my routine. I'm not a big fan of thick creams, especially at night, and find this one to be light and wearable but still provides the deep hydration that my dry skin needs.” —Kassidy Silva, social director

    More to know

    AccordionItemContainerButtonLargeChevron

    • Key ingredients: Watermelon Milk (watermelon extract and squalane), 10 peptides, glycerin, ceramides, panthenol
    • Texture: gel
    • Best for: dry, sensitive skin
    • Fragrance-free: no

    Frequently Asked Questions

    Why do you need a face moisturizer?

    "Moisturizers are an essential part of every skin-care routine," says Shereene Idriss, MD, a board-certified dermatologist in New York City. "Just as our bodies require us to hydrate with water, so does our skin." While our skin appears dewier almost instantly, the real benefits show up in the long term. The consistent use of moisturizers slows down the rate and intensity at which fine lines and wrinkles appear, Dr. Idriss says.

    This daily philosophy applies to all skin types and not just dry skin. "Overwashing without the appropriate use of a moisturizer will trigger an overproduction of oil on your skin," says Divya Shokeen, MD, a board-certified dermatologist in Torrance, California. In short, if you don't rehydrate your skin, it will become dried out and irritated, which then opens your skin up to a cache of troubles.

    "People confuse oil with hydration, so they don't properly hydrate the skin," says New York City-based board-certified dermatologist Doris Day, MD. "We now have really great ingredients, like hyaluronic acid, which balances oil and water in the skin." Increased hydration supports a stronger barrier, Dr. Day says, which also helps curb oil production.

    What step is moisturizing in a skin-care routine?

    Consider your moisturizer as the cellophane that seals in the rest of your skin-care routine. In our beginner-friendly skin-care guide, dermatologists recommended three simple steps: cleanser, moisturizer, and sunscreen (during the day, of course).

    A basic rule of thumb is, after cleansing, use products with the lightest texture first and work your way down to denser formulas like moisturizers. Using your moisturizer after serums and treatments like toners and essences is crucial for getting the most out of your products, according to Wilson. "They seal in serums on your skin, which can make them more effective." After moisturizing, you can layer oil to make your skin look even dewier. And again, never forget to apply your last (and arguably most important) layer, sunscreen, if you're headed out for the day.

    Meet the experts

    • David Kim, MD, a New York City-based board-certified dermatologist
    • Shereene Idriss, MD, a board-certified dermatologist in New York City
    • Divya Shokeen, MD, a board-certified dermatologist in Torrance, California
    • Doris Day, MD, a board-certified dermatologist in New York City
    • Ni'Kita Wilson, a cosmetic chemist based in New York City
    • Shamsa Kanwal, MD, a board-certified dermatologist based in Portland

    How our staff tests and reviews products

    When Allure tests a product, our editors look at it from every angle 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 face moisturizers, 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 who test and recommend moisturizers almost every day. To learn more information on our reporting and testing processes, read our complete reviews process and methodology page.

    Meet 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.

  • For Marilyn Monroe’s 100th Birthday, Let’s Stop Exploiting Tragic Dead Beauties

    For Marilyn Monroe’s 100th Birthday, Let’s Stop Exploiting Tragic Dead Beauties

    Marilyn Monroe with a red background over a collage of Marilyn Monroe themed makeup and LED maskPhoto: Getty Images, CourtesySave StorySave this storySave StorySave this story

    Marilyn Monroe is probably one of the most misquoted celebrities. A quick search turns up numerous graphics with one of her famous images overlaid with something like, “Well-behaved women seldom make history”—which she absolutely did not say—in a tacky font.

    One thing Monroe did, in fact, say: “Am I a commodity? I don't look at myself that way, but I'm sure one corporation in particular has.” She said it in 1962, shortly before her death, to Life editor Richard Meryman during a conversation now encapsulated in the new book Marilyn: The Lost Photographs, The Last Interview. She didn’t say outright what corporation she was referring to, but it was likely one of the film studios; she worked most with 20th Century Fox.

    Monroe was obviously aware of how she could be exploited, but there was no way she could imagine the kind of Marilyn Monroe merchandise that would come to proliferate decades later. June 1, 2026, would have been her 100th birthday, and it has arrived along with an inevitable surge of products—many of them beauty products—supposedly infused with her mystique.

    A few months ago, I bemoaned the influx of PR pitches using Carolyn Bessette-Kennedy to push their clients’ products—headbands and lipsticks and moisturizers that brands and their publicists said evoked Bessette-Kennedy’s signature style. Of course, these are products that she never had a chance to use, let alone approve the use of her image to promote—an unlikely scenario based on the privacy she fiercely guarded up until her death. A few people in Allure’s Instagram comments didn’t see what all the fuss was about, citing Marilyn Monroe as an example of someone who also died tragically in her 30s and is, to all appearances, freely marketed to us. There is, however, a difference.

    When Marilyn Monroe died of a barbiturate overdose on August 4, 1962, her estate was left to her acting coach, Lee Strasberg, who left it to his wife, Anna. In 2011, Anna sold the intellectual property and commercial rights to the Authentic Brands Group. In other words, while the use of Bessette-Kennedy in marketing pitches is legally questionable, there’s a team overseeing and actively licensing the usage of Monroe’s image.

    But does that constitute a moral difference?

    Currently, there are two dozen brands participating in Marilyn Monroe partnerships specifically surrounding her 100th birthday via Authentic Brands Group, four of which are beauty brands. Color Street is offering nail polish strips with Marilyn Monroe motifs; Ipsy has designed Monroe-inspired bags for its June subscription box; Shark launched a Marilyn Monroe edition of its CryoGlow LED Face Mask; and Lisa Eldridge is offering a makeup collection inspired by photos of Monroe taken by Sam Shaw.

    In many ways, cosmetic products celebrating Marilyn Monroe make a lot of sense. There’s no doubt that Monroe was and continues to be one of the most influential beauties in our culture. In a 2012 Allure story, writer Rebecca Mead explored exactly why Monroe's image endures: "She wasn't Hollywood's first voluptuous, fair-haired beauty. She wasn't even Hollywood's first voluptuous, fair-haired beauty who died at a tragically young age: That would be Jean Harlow… But Monroe is the one whose beauty is so instantly recognizable that it can be indicated merely by a handful of components: blonde bouffant hair; sleepy, half-shut eyes; slightly parted lips on the verge of a welcoming smile." And then of course there are the intangibles—her dynamism, but also her vulnerability and almost childlike quality.

    Her erstwhile willingness to be a celebrity is not a posthumous permission slip to assume she’d sign off on Monroe merch.

    “Throughout time, throughout history, she's probably the most replicated look—the iconic red lips or her beauty mark or her shade of blonde is probably the most replicated,” Dana Carpenter, executive vice president, entertainment, at Authentic Brands Group told me in a recent interview. I asked Carpenter if that means any beauty brand that has the money—she wouldn’t reveal the cost of licensing—can slap Monroe’s image on a freckle pen.

    Thankfully, no. “The consumer is very smart. They can see through things that look like a money grab,” Carpenter assures me, adding that the partnership has to feel “thoughtful and organic” with “true Marilyn DNA” in the storyline the brand is bringing forth. It’s unclear how that’s determined or how a Marilyn Monroe LED face mask is part of the DNA of a woman who passed away in the early ‘60s.

    Look, I love the CryoGlow, as do many other members of the Allure team. But the idea of a Marilyn Monroe edition of the device is completely absurd to me. Would the “Ruby Glow” colorway—apparently the only thing that makes it Marilyn—really be the tipping point for someone who was on the fence about splurging on it? The Lisa Eldridge collection, on the other hand, does feel “thoughtful and organic,” as Carpenter said, with shades directly influenced by specific images of Monroe: The carnation pink Amagansett shade of Rouge Experience Lipstick looks like a color she would have worn, and Elevated Glow Balm Concentrate in the shade Butterfly Lighting is named after a classic Hollywood lighting technique.

    “Discover the inspirations and references behind the collaboration,” the Lisa Eldridge website suggests. But can you really “collaborate” with someone who has been dead for 64 years? No matter who holds the rights to Monroe’s estate, and no matter how intense their parasocial relationship with her may be, there’s truly no way to know if she would have wanted any of this.

    Bessette-Kennedy never wanted to be famous, which has made her commodification especially odious. While Marilyn Monroe told Life editor Meryman that her goal wasn’t necessarily to become famous, she did welcome it. And once it was clear that she was a star, she felt a responsibility to the people who admired her—to look and act a certain way in public. But this self-imposed sense of responsibility was likely never something she considered beyond her life. She didn’t even presume that she was guaranteed to remain famous had she lived longer. And even if she had, her erstwhile willingness to be a celebrity is not a posthumous permission slip to assume she’d sign off on Monroe merch.

    “Fame is a passing thing,” she told Meryman, unaware that her own celebrity would outlive her well into a new century and oblivious to how her face, her body, even her handwriting would be seized on by corporate design teams looking to sell handheld vacuums, engraved crystal caviar servers, and Supima cotton pique polos. “Fame is also a burden,” she continued in that interview.

    Marilyn Monroe is not alive to carry that burden, and at this point, there’s a strong chance she wouldn’t have lived to see these birthday collections even if she hadn’t died so tragically young. Monroe’s beauty, talent, charm, and troubled life story would likely still fuel a persistent demand for merchandise. And while making money off her memory may not be the most pure-of-heart business endeavor, the fans who buy this merch open their wallets in admiration. But with many of these products, you have to ask, admiration for whom? Or what?

  • How Painted by Esther Helped a New Generation Become Blush Obsessed — Interview

    How Painted by Esther Helped a New Generation Become Blush Obsessed — Interview

    photos of painted by esther and the blush looks she's createdCourtesy of Kosas and Painted by EstherSave StorySave this storySave StorySave this story

    Long before we were all talking about Barbie blush, before Olandria and some Real Housewives went viral for their draped flushes, Ngozi Esther Edeme (a.k.a. Painted By Esther) was posting her work online, laying the foundation for her reputation as bold blush’s most fearless champion.

    Seven years ago, she tweeted a short clip of her applying makeup on a Black woman, alongside the caption: "Posting this because I want brown / Darkskin gurlz to see how blush hugs & balances our skin tone / our features. Cream blush to map out, powder blush to set. Blush was made for us." She had been doing this for years before anyone started paying attention, practicing on herself first, then on models she met at university. She’d share the results online and watch them go viral because, as she puts it, "people had never seen Black women look like that."

    That 2019 post resurfaced recently as the public debated whether she has the right to be upset that her approach to layering cream and powder blush for a seamless, blurred finish appears to have been the inspiration for another brand's new launch. Blush draping is not a new technique, and Edeme is the first to acknowledge the artists who came before her. But bringing the look back, recentering the conversation on dark skin, and turning rosy cheeks into a cultural conversation? That’s all Painted By Esther.

    When, in late May 2026, Patrick Ta launched his Transition Blush collection—a cream blush, powder palette, and dual-ended brush built around a three-step technique for blending color from the undereye into the cheek—beauty fans of the internet were quick to call out the similarities between his marketing materials and Edeme's work. Everything from the language Ta used to describe the system, the formula, and the placement tracked closely with what Esther had been demonstrating publicly in her workshops and online. A side-by-side comparison went viral, showing Ta using some of her exact wording. Ta eventually updated the caption on his launch announcement video, calling Edeme "amazing and so talented" and acknowledging the role she played in popularizing the look, while also claiming he had been doing his own version since 2021. (Ta has also been known for his love of blush; his Major Headlines Double Take Crème & Powder Blush Duo, which launched in 2020, is a bestseller for the brand. Allure reached out to Ta’s team for further comment, but has not heard back.)

    For Edeme, none of this is surprising. "They're trying to rewrite history," she says. But her digital trail proves years of posts that document exactly how long she has been developing and sharing her method.

    Edeme is careful to credit the lineage her work draws from: Kevyn Aucoin's Making Faces, and the work of Sam Fine and Danessa Myricks, two artists she studied obsessively. "If it wasn't for the artists that came before me, I would not be here, period," she insists. It is worth stressing that she has never claimed to have invented the foundational makeup technique that is transition shading. This type of blush application has long been part of makeup artistry, championed by greats like Way Bandy (in the 1970s and ‘80s) and Aucoin (in the 1980s and ‘90s). What makes her approach distinct isn’t the undereye blending itself but the boldness and unapologetic commitment to high-pigment color, applied generously. While editorial makeup of the 2010s framed blush as something to be used sparingly and softly, Edeme goes all the way in.

    She normalized that bold approach, specifically on dark-skinned Black women at a time when the dominant beauty conversation was moving in precisely the opposite direction. And her aesthetic has become widely referenced, replicated, and reinterpreted across the beauty industry. "I just have a natural gift for looking at someone and knowing exactly where they should take it," Edeme explains.

    Where another artist might arrive with a fixed technique, Edeme comes ready to customize her approach for whoever is sitting in front of her and is intentional about translating their energy and personality onto their face. Her work with Chloe Bailey, a regular collaborator who gives her full creative freedom, is a perfect example. Knowing how whimsical the multihyphenate is, Edeme wants exactly that energy reflected back. The results are some of the most playful, otherworldly makeup looks Bailey has worn.

    Edeme has had a fascination with cheekbones long before she was Painted By Esther. She grew up collecting Bratz dolls and describes studying their faces with the seriousness of someone already learning a craft. "They're heart-shaped, they have beautiful cheekbones," she says, "and everything just sits nicely. It always made sense to me that everything would sit here." She trained as a portrait artist and learned to read a face the way a painter does, as something you build from scratch, customize, and celebrate in its specific geometry.

    "Our skin is the most beautiful skin. I've always just wanted to elevate it and amplify it."

    When she turned that eye toward Black women, Edeme saw a canvas the industry had persistently undervalued. "Our skin is the most beautiful skin," she says. "I've always just wanted to elevate it and amplify it." In response, she would seek out dark-skinned Black women and build looks around them: high-pigment blush in hot pinks, corals, and berries, colors the beauty industry had long insisted didn't work on dark skin. "I've always wanted to just give us the platform that we are absolutely gorgeous," she says. "That is my baseline."

    By the time Edeme was in college, saving money to order Melanie Mills Glow products from LA, the foundations of her approach were already in place: skin first always, then color placed where it would do the most to accentuate features. "Everything just naturally sits here anyway," she says. "I practiced on myself first." She developed the three-step process for blush: cream to map, powder to set, a final layer of translucent setting powder to build intensity. Her client roster speaks for itself: Raye, SZA, Viola Davis, Kelly Rowland, and Adut Akech, to name a few.

    Edeme's influence has reached farther than she could have imagined. She describes watching a video recently of a young Black woman applying bold blush and crediting Esther with giving her the confidence to do so, after years of being told the look made her appear clownish. "She fully credited that to me," Edeme says. "I just started crying." The woman in the video had decided she liked it and kept doing it, regardless of what anyone said. For Edeme, that’s the whole point.

    Just like Edeme, who moved from Nigeria to the UK when she was younger, I moved from Ghana to a city in the UK, where my brother and I were the only Black kids in school. I was made to feel ugly, and I didn’t fit in. When I started teaching myself to apply makeup at 17, blush felt like a risk; something that would draw attention to a face I had already been told wasn't good enough. I wore it tentatively at first, then with more conviction. Now, I'm proud to be known for my blush blindness.

    Mine is the story of so many Black women, which perhaps explains why, when the controversy broke, so many of us rose up to defend her. Edeme's influence on beauty culture has given us so much to protect.

    There is a strange final stage to influence when something you popularize becomes so well-known that it's bigger than you. Edeme is careful to stress that influencers play an important role in introducing looks to new audiences, but she hopes that the industry becomes as quick to celebrate the artists who create as it is to celebrate those who spread. At the end of the day, recognition isn't just a nicety. It's how we make sure the people shaping beauty's visual language are credited (and, ideally, compensated) for their work.

    This week, many people have posted in support of Edeme, often without mentioning the ongoing discourse at all: Creators have been sharing videos of themselves “trying Painted by Esther’s iconic blush technique,” and MAC Cosmetics published a shoot featuring Olandria wearing the brand’s blush alongside makeup tips from Edeme. Overall, Edeme does feel like the industry, including mainstream media outlets, has done a decent job in giving her her flowers. She adds, however, with characteristic directness: "I think they could do better."

    In the meantime, she’s getting on with it. "My mission before I leave this earth is to spread my gifts," she says. She describes her goals for what’s next with the same unhurried confidence that seems to animate everything she does: workshops that feel like a party, complete with cocktails and a community of women learning together and lifting each other up. In time, she’d love the role of creative director at a brand. For now though, Edeme’s off to Jamaica this week to shoot a music video. She is booked, busy, and at a level where she can skate a little and really enjoy her work.

    Beyond blush and any controversy, it has always been about women being seen, celebrated, and taking up space in an industry that has historically asked them to make themselves smaller—something Edeme never did. "I've always been willing to help," she says. The receipts go all the way back, and the work speaks for itself.

  • Summer-Proof Your Routine With the Seasonal Must-Haves in the June Allure Beauty Box—See the Beauty Products Inside the Box

    Summer-Proof Your Routine With the Seasonal Must-Haves in the June Allure Beauty Box—See the Beauty Products Inside the Box

    Image may contain Bottle Lotion Cosmetics and LipstickAlyssa LatellaSave StorySave this storySave StorySave this story

    Allure Reader Exclusive: Your first box is only $20 (with code ALLUREVIP), but it's worth over $210!

    GET THE BOX

    With longer days on the horizon (thank you, summer solstice!), I’m feeling energized and ready to take on all that this season has to offer. For me, that means sweaty days in the sun with plenty of SPF, picnics in the park sardine-style, and sweltering subway platforms. And you know what? I’ll gladly take it all—even the citywide sidewalk stink!—if it means I won’t have to wear a jacket for the next few months. I’m also welcoming a much-needed routine refresh, which includes some of the products you’ll find in the June Allure Beauty Box. For my freshly dyed (and dry) blonde strands, I’ll need the hydrating hair mask, the clay-based face mask to clear out clogged winter pores, the floral-forward hair and body mist for freshening up on the go, and more. Warmer weather, right this way!

    New Member Gift: DIBS Beauty Go To Glossy Balm

    Image may contain Cosmetics Lipstick Can Tin Dynamite and Weapon

    Why you’ll love it: It’s a balm! It’s a gloss! It’s…both? This double-duty product gives lips the best of both worlds—it nourishes and adds shine—in one quick swipe. You'll receive one of four great glimmering shades: Italian Soda (sheer pink), Kiss Me Quick (peach), Rock Candy (baby pink), or MIMS (warm mauve).

    How you’ll use it: Slide the silky formula onto lips using the cushion-y doe-foot applicator for a reflective—not sparkly—finish. Wear it solo or atop your favorite liner.

    Retail Price: $24

    Member Choice: First Aid Beauty After-Shower Nourishing Body Oil, Ultra Repair Face Moisturizer, Brightening Micro Powder Exfoliant, or KP Bump Eraser Body Scrub 10% AHA in Fresh Strawberry

    Image may contain Bottle Lotion Cosmetics Can and Tin

    Why you’ll love it: Sometimes it’s the simple things that make the most impact. That’s certainly the case with FAB’s skin- and body-care products, which are fit (and formulated) for sensitive types. You chose one of these four full-size heroes to receive in this month’s box: a silky body elixir; a glow-inducing, powder-to-foam exfoliator; a body scrub that smells more farmstand than pharmacy; or a coddling face cream. You can’t go wrong, no matter which option you selected.

    How you’ll use it: Depending on your product pick, you’ll either slough off dead skin cells, wash them away, or hydrate your skin back to health. The choice is, quite literally, yours.

    Retail Price: $28-$36

    Luna Nectar Futurize Botanical Retinol Alternative Boosting Serum

    Image may contain Bottle Lotion Cosmetics and Perfume

    Why you’ll love it: Not every face can tolerate the power of retinol, but most can appreciate its more sensitive, skin-friendly alternatives, like bakuchiol. The plant-based ingredient is packed into this serum to help target fine lines and smooth texture, just like the vitamin A derivative.

    How you’ll use it: At night, after cleansing, pat three drops onto skin (forehead to neck), followed by moisturizer. Don’t forget to wear sunscreen the next morning!

    Retail Price: $49

    Aceology Here We Glow Berry Mask

    Image may contain Bottle Lotion Beverage Milk and Cosmetics

    Why you’ll love it: This berry yogurt look-alike may not be edible, but it certainly offers impressive antioxidant perks, just like the juicy fruits. Made with kaolin to deep-clean and five different berries to fight free-radical damage (wrinkles, dark spots), this face mask gives tired skin a boost, leaving it with a soft radiance.

    How you’ll use it: Slather onto freshly cleansed skin, making sure to apply it evenly from the forehead to chin. Then grab a spot on the couch, catch up on your favorite feel-good show, and welcome your new glow (after 20 to 30 minutes).

    Retail Price: $69

    L'Atelier Coeur de Pétales Travel Hair & Body Mist

    Image may contain Bottle Cosmetics and Lipstick

    Why you’ll love it: If you’ve ever been to Paris, you’ve likely strolled through the lush Jardin du Luxembourg. If you haven’t, a spritz or two of this flowery fragrance (with notes of rose, violet, and jasmine) will instantly transport you to the iconic garden's sprawling flowers and fruit trees.

    How you’ll use it: Wherever you’re heading, toss this tiny bottle into your bag to spritz on the go.

    Retail Price: $29

    Paul Mitchell Sculpting Foam or Clear Jelly Mask

    Image may contain Cosmetics Bottle and Perfume

    Why you’ll love it: You’ll receive either Paul Mitchell Sculpting Foam or Clear Jelly Mask—two standouts designed to upgrade your hair routine. Sculpting Foam delivers airy texture, volume, and body, while Clear Jelly Mask deeply hydrates and boosts shine with a lightweight formula that leaves hair soft and glossy.

    How you’ll use it: If you receive Sculpting Foam, shake well, dispense upside down, and apply evenly to damp hair before styling for added volume and definition. If you receive Clear Jelly Mask, apply to clean, damp hair after shampooing, leave on for 5–15 minutes depending on your hair’s needs, rinse thoroughly, then follow with conditioner if needed.

    Retail Price: $10-$15

    Davids Hydroxi Whitening + Enamel Health Peppermint toothpaste

    Image may contain Bottle and Toothpaste

    Why you’ll love it: Who says oral care can't also be chic care? Davids' mint green tube is filled with SLS-free peppermint paste that makes the twice-daily chore of brushing your teeth look and feel a little more elevated.

    How you’ll use it: After flossing, twist off the top and squeeze a pea-size dollop onto your toothbrush—then brush your teeth. Follow with a swish and a swirl of your favorite mouthwash.

    Retail Price: $5.95

  • Why We’re Still Seduced by Marilyn Monroe’s Doomed Glamour

    Why We’re Still Seduced by Marilyn Monroe’s Doomed Glamour

    Actress Marilyn Monroe poses for a publicity still for the 20th Century Fox film 'How to Marry a Millionaire' in 1953 in...Getty ImagesSave StorySave this storySave StorySave this story

    On the occasion of Marilyn Monroe’s 100th birthday, Allure revisits a story journalist and author Rebecca Mead wrote for our August 2012 issue to commemorate the 50th anniversary of the star's death. In the piece, Mead examines Monroe's legacy, and how her disarming beauty still holds the power to seduce today.

    In March 1955, Life magazine featured a familiar figure on its cover: an actress with a cap of platinum-blonde curls, her deep-set eyes accentuated with bat-wing eyeliner and high-arched brows, her pink lips parted in a smile that revealed a row of perfect white teeth. It was the look of Marilyn Monroe, who at the time was riding the wave of her comic, bombshell popularity. Less than two years earlier she'd appeared in Gentlemen Prefer Blondes singing “Diamonds Are a Girl's Best Friend,” and within a few months she would be seen again, in another fluttering moment of exposure, having her white dress blown above her knees in The Seven Year Itch.

    But the young woman on that 1955 magazine cover was not Marilyn Monroe. She was Sheree North, a 22-year-old former burlesque dancer (and former brunette) whose chance had come: Monroe's studio, Twentieth Century-Fox, had hired North as an alternative to Monroe, casting her in a movie called How to Be Very, Very Popular, in which she played a striptease dancer who witnesses a murder—a role written for, and rejected by, Monroe, who aspired to more serious dramatic work. When, a few months after the Life cover, North appeared as a mystery guest on the TV show What's My Line? and was asked by a blindfolded Bennett Cerf if she had ever been mentioned in the same sentence as Monroe, she replied with some chagrin, “I think that all of us have.”

    North's opportunity came and went: After a couple of years she was eclipsed by somewhat more durable Marilyn substitutes, including Jayne Mansfield and Mamie Van Doren. But if North was the first actress who was obliged to mold herself in the remarkable shape of Marilyn, her example has been followed by countless others since.

    Madonna at the Oscars in 1991 dressed as Marilyn Monroe.

    Madonna channeling Marilyn at the Academy Awards in 1991.

    Getty ImagesLady Gaga poses with award for Best Actress TV Series or Limited Movie for her role in American Horror Story Hotel in...

    Lady Gaga evokes the starlet at the 2016 Golden Globes.

    Getty Images

    For many actresses, channeling Monroe, who died 50 years ago at 36 of an overdose of barbiturates, is virtually a rite of passage. Nicole Kidman impersonated Monroe for Australian Harper's Bazaar; Scarlett Johansson did her for a Dolce & Gabbana ad; Lindsay Lohan, an avowed Monroe obsessive who bought a West Hollywood apartment the star once lived in, reenacted for New York magazine the actress's famed nude shoot with Bert Stern, in which Monroe posed behind colored chiffon and bit a pearl necklace. For makeup artist Kevyn Aucoin, Lisa Marie Presley shed her resemblance to one American icon—her father, Elvis—to incarnate, uncannily, that other lost legend. Monroe's likeness is so recognizable that it has been refracted through pop-cultural iterations many times over: Guess model Anna Nicole Smith presented herself as a coarser version of Monroe, while subsequent models for the same brand impersonated Smith impersonating Monroe. Most famously, Madonna took the trappings of Marilyn's look and put them to her own uses: As Gloria Steinem observed in the mid-1980s, “She has imitated Marilyn Monroe's hair, style, and clothes, but subtracted her vulnerability.” And Monroe's blonde legacy is so unmistakable that Lady Gaga's platinum pose recalls Monroe because of its evocation of Madonna.

    Why does Monroe endure? She wasn't Hollywood's first voluptuous, fair-haired beauty. She wasn't even Hollywood's first voluptuous, fair-haired beauty who died at a tragically young age: That would be Jean Harlow, for whom the term “blonde bombshell” was coined in 1933, and who died four years later at the age of 26, from kidney failure. But Monroe is the one whose beauty is so instantly recognizable that it can be indicated merely by a handful of components: blonde bouffant hair; sleepy, half-shut eyes; slightly parted lips on the verge of a welcoming smile. Andy Warhol's Marilyn silk-screen prints, which he made in the immediate aftermath of her death and which were reproduced from a publicity photo from the 1953 thriller Niagara, reduced her image to those very components, highlighted in vivid Pop Art color. Monroe's beauty belongs to a common language of American pop culture—a fact that was evident even as early as 1955. As Sheree North observed in Life magazine, “Marilyn's an institution, like Coca-Cola.”

    Monroe's own debut on the cover of Life happened in 1952. In what now seems a striking choice of phrase, the magazine characterized the young actress—who had already appeared in small roles in All About Eve and The Asphalt Jungle and was about to be seen in her first starring role, in Don't Bother to Knock—as a “sturdy blonde.” If sturdiness is not the first characteristic that leaps to mind when considering Monroe, whose legend is bound up with her frailness and vulnerability, it's easy to understand why it could have seemed an apposite description back then. Monroe's vital statistics were reported to be about 36-22-35: She was full and fleshy where it mattered, in the breasts and the hips, and narrow and nipped in at the waist. She had, with only the slightest help from the corset-and bra-building industries, a figure that looks to contemporary eyes as if it were generated by digital trickery.

    Actress Marilyn Monroe in a scene from 'The Seven Year Itch' in 1955.Getty Images

    Even if her curves exceeded the standards of beauty that have prevailed in the fashion industry in recent decades (“I'd kill myself if I was as fat as Marilyn,” Elizabeth Hurley once said), her body shape has an enduring appeal. In 2004, a Polish anthropologist named Grazyna Jasieńska published findings indicating that women with hourglass figures may have higher levels of the hormones that facilitate conception and pregnancy—evidence that there is a possible biological explanation for Monroe's sex-goddess appeal.

    After her first, silent screen test, which was done in 1946 when she was 20, “every frame of the test radiated sex,” according to cinematographer Leon Shamroy, quoted in The Secret Life of Marilyn Monroe (Grand Central Publishing), a biography by J. Randy Taraborrelli. Whether or not she is, as she has sometimes been described, “the world's most photographed woman” (in the digital age, there are probably teenagers with more pictures on Facebook than were ever taken of Monroe), it seems likely that she was the woman most photographed lying down. Even in her first Life shoot, she is seen lounging on a chaise, and so many photographers portrayed her in horizontal languor—including a shot for the first issue of Playboy, in 1953—that it sometimes seems as if she rarely got onto her size-7 feet.

    “Women couldn't take her seriously enough to be indignant: She was funny…in a way that made people feel protective.”

    Billy Wilder, who directed her in The Seven Year Itch and Some Like It Hot, remarked upon the “luminosity” of Monroe's face. She seemed literally incandescent: her skin was covered with a fair, downy peach fuzz that reflected the light and amplified her glow before the camera. When the studio wanted to wax it off, she wouldn't allow it. Her natural radiance was helped along by surgical interventions. An overbite, which accentuated her pout, was corrected, and a bump on her nose was reduced early in her career.

    There was also the aid offered by cosmetics, often applied by her longtime makeup artist, Allan Snyder. For her final movie, The Misfits—during the filming of which she was drinking to excess and abusing prescription drugs—Snyder started working on her while she was still lying in bed in the mornings, because of how long it took her to get up. At the time of her death, her makeup case contained pots of Erno Laszlo creams, as well as a green Leichner of London eye shadow, two Elizabeth Arden Eye Stopper pencil liners, and false lashes made by Glorene of Hollywood. It was auctioned at Christie's in 1999, along with other personal effects, with a pre-auction estimated price of $1,000 to $1,500. The case and its contents sold to Ripley's Believe It or Not! for more than a quarter of a million dollars.

    A teenage Marilyn Monroe sits on the beach in a bikini and high heels in 1940.

    A teenage Marilyn Monroe at the beach.

    Sunset Boulevard/Getty Images

    Early photographs of Monroe, taken when she was an 18-year-old munitions-factory worker, show her with long brunette curls that were only transformed into what became her signature platinum after she signed with a modeling agency. She turned to Pearl Porterfield, a colorist who had been responsible for Jean Harlow's locks and who used old-fashioned peroxide to achieve the desired result. Monroe would rely upon several hairdressers over the decades, including Kenneth Battelle, who prepared her for her appearance at the birthday gala for President Kennedy. (Battelle also did Jacqueline Kennedy's hair.) Blonde hair—like a high, breathy voice, which Marilyn demonstrated in her presidential serenade—is associated with youth and innocence. Her womanliness was augmented by a childlike cuteness that rendered her unthreatening to other women at the same time that she was irresistibly appealing to men. As Pauline Kael, the film critic, said of her, “Women couldn't take her seriously enough to be indignant: She was funny and impulsive in a way that made people feel protective.”

    As an actual child, rather than an onscreen reimagining of one, Monroe had not found protection from those who were most obliged to provide it. Born in Los Angeles in 1926 to a mother who was mentally unstable and ill-equipped to care for her, Monroe—or Norma Jeane Mortensen, as she was then called—spent most of her childhood in a series of foster homes. Later, she said she'd been sexually abused. She was married at 16, to the son of a neighbor, and was divorced for the first time at 19. The hardships of her upbringing are thought to have contributed to her onscreen power: Her beauty was animated by a neediness that commanded attention. In his memoir, Timebends (Penguin), playwright Arthur Miller said of Marilyn, his wife of four and a half years, that she was “the saddest girl I've ever known.”

    Actress Marilyn Monroe poses for a black and white publicity portrait for the film 'Gentlemen Prefer Blondes' in 1953 in...

    A publicity still from “Gentleman Prefer Blondes.”

    Getty Images

    The sadness of Monroe's life predominates: The images from the Bert Stern nude shoot, which might have been a kittenish footnote in a longer career, now have the status of a tragic valediction, having been shot six weeks before her death. It is a curious function of celebrity culture that Monroe is now better known for the still images of her than she is for any of the movies she appeared in. She's instantly recognizable to generations who have never even seen Gentlemen Prefer Blondes or Some Like It Hot.

    As such, she presents a stilled image of impending tragedy; her dynamism and her kinetic energy are lost—as is the much-lampooned sway of her hips. (“There's a broad with her future behind her,” the actress Constance Bennett reputedly remarked.) The literary critic Diana Trilling wrote in an essay published not long after Monroe's death that to see her in a photo, rather than in a moving image, was to see her diminished, “since no still picture could quite catch her electric quality.” It was that motion and aliveness that powered Marilyn Monroe's beauty—and that helps explain why, although it has been stilled for 50 years, her beauty retains the power to move us today.

  • 4 Black Women Over 50 on Going Natural During Menopause

    4 Black Women Over 50 on Going Natural During Menopause

    Images of three Black women over 50 with natural hairCourtesy of subjectsSave StorySave this storySave StorySave this story

    “I’m just going to cut the rest of it off.” These words looped through Susan Wiley’s mind as she sat in the salon chair, working up the courage to finally part ways with her relaxed hair. The 60-year-old had permed her hair every six weeks for 30 years before realizing that chemically straightening her hair had become a time-consuming and self-imposed obligation. “I was so exasperated with having to go to a salon and spend my whole Saturday waiting on hairstylists that were running late,” she says.

    As Wiley entered menopause and experienced the hot flashes, hair-thinning, and other physical symptoms that come with it, her straightening treatment—once, a moment for pampering—became an exhausting chore.

    Black woman in her 60s wearing natural hair

    Susan Wiley in 2025, wearing her natural hair.

    Courtesy of Susan Wiley

    Like Wiley, many Black women in their 50s and beyond reach the same breaking point and choose to ditch their relaxer. Brendnetta Ashley, a hairstylist in San Francisco, has recently noticed this shift as her more mature clients have started going through menopause. With the hair changes that often come with it, “they didn’t want to put any extra stress on their hair, like getting a relaxer or using harsh chemicals,” says Ashley.

    Facing the physical realities of aging, these women are going natural in response to what their hair is already going through, and it requires unlearning decades of messaging about what is acceptable for Black hair.

    Robin Richards’s big chop was more spontaneous when, at 55, she “just got up from the kitchen table and went upstairs and chopped it.” Richards was tired of scheduling hair appointments every few weeks, ultimately letting go of the ritual when she learned of reports linking chemicals commonly found in relaxers to cancer. She’s been natural for four years now.

    While many millennial and Gen Z Black women embraced their natural texture during the YouTube-driven natural hair movement of the early 2010s, older Black women were often left out of the cultural conversation. The faces of the movement, from the models fronting natural hair campaigns to the content creators filming washday tutorials, were overwhelmingly young—women like Chizi Duru, now 30; Whitney White, now 40; and Shaneice Crystal, 31.

    Richards vaguely remembers seeing messages on social media around 2016 about Black women embracing their natural hair. “I was pleased that wearing our natural hair was more accepted,” she says, but she wasn’t heavily involved in or influenced by the discourse.

    As the Black community is on the verge of another natural hair movement, older women are finally entering that conversation and sharing their experiences. We spoke to four Black women over 50—Wiley, Richards, Avvi Forcer, and Marie Randall—who went natural later in life. For these women, parting with the comfort and familiarity of straight hair required more than a social trend. It would take a deeply personal desire to return to their most authentic selves.

    Why are more Black women over 50 going natural now?

    For many Black women, going natural wasn’t simply a matter of trying a new style. It required unlearning decades of messaging that framed straight hair as more professional, manageable, and ultimately more acceptable. All four women we spoke to said they had considered going natural earlier in life, but the limited product options, a lack of education around caring for natural hair, and the social pressures tied to straightened styles often kept them from making the transition sooner.

    For Wiley’s generation, straight hair wasn’t simply about aesthetics; it was often tied to social survival. Raised during the early years of integration following the Civil Rights Movement, many older Black women learned to view straightened hair as a way to navigate predominantly white schools, workplaces, and social spaces more safely. “For women my age who grew up back in the ’80s, our hair was not celebrated at all; everybody had a relaxer back then,” says Wiley, who was raised in a predominantly white neighborhood in Maryland. “My hair didn't look like my friends’ hair. So all of those things painted this negative picture that I carried all the way into adulthood,” Wiley says.

    Many millennial and Gen Z women—including myself—explored going natural in college as part of the common self-discovery that comes with leaving home. This was during the beauty boom on YouTube during the 2010s, where there was a rise in service-driven beauty tutorials on the platform. Many of us saw washdays as an opportunity for pampering and experimentation with the different hair products and styles that our favorite YouTube creators were touting.

    Black women in Gen X, however, had a different experience. Wiley recalls that during her high school and college years, Black women didn’t have nearly as many styling options as they do now, and there weren’t tutorials to guide them through the process (YouTube launched in 2005 when these women were in their 40s). Braids, silk presses, and similar styles weren’t “really a thing.” Your hair was either relaxed or worn in its natural texture—and the latter wasn’t very common. Richards, who began relaxing her hair when she was 13-years-old, echoes this: “It was easier for it to be relaxed; that way, it could just be washed and put in a ponytail,” she says.

    Susan Wiley with relaxed hair in 2012

    Wiley with relaxed hair in 2012.

    Courtesy of Susan Wiley

    When these women graduated from college, the pull to conform to Eurocentric standards didn’t subside—if anything, it intensified. They faced pressure that influenced not only how they styled their hair but also how they presented themselves in the workforce. “Being in corporate America, you always just wanted to stay mainstream,” says Richards, who works in the medical field. “You didn't want to bring any attention to your hair or to the fact that it was different.” This was before the CROWN Act (legislation designed to prohibit workplace discrimination based on hair texture) was enacted, so women of Richards’s generation really felt that wearing their natural hair at work wasn’t an option.

    Wiley faced a similar dynamic in her career. “You get so used to this idea of code-switching and trying to present yourself in a way that is acceptable to other people,” she says, noting that relaxers became such a part of her identity that the idea of wearing natural coils to work felt intimidating.

    The pressure to conform didn’t always come from outside the Black community, though. As the saying goes: “It be your own people.” Forcer experienced this firsthand 13 years ago. She was 43 and wearing her natural hair at a family member’s wedding. “Everyone had relaxed hair,” she says, adding that she felt uncomfortable because her hair made her feel like she wasn't “dressed up” enough.

    Two years later, she got an invitation to attend another wedding with the same family members. This time, she chose to relax her hair before the festivities. “I always loved the natural look, but I wasn't as grounded in myself, so I gave in and got a relaxer,” she adds.

    A few years after getting a relaxer, scalp dermatitis drove Forcer to go natural again. This time, she had more confidence—and the look stuck. She’s now 56 and has not used a relaxer since.

    Like Richards, Randall, 59, went natural at 55. Her decision to do so, though, was part of a much larger emotional reset. Randall got her first perm at seven years old and consistently relaxed her hair for nearly five decades. After losing her mother in 2021, Randall took time away from work to focus on her mental and physical health. Cutting off her relaxed hair was a part of that reset. “I did the big chop myself, before I went into a salon,” she says. “The next day, I looked in the mirror, and I had all these beautiful curls—really short, but really beautiful.”

    Marie Randall after her big chop in 2021

    Marie Randall after her big chop in 2021.

    Courtesy of Marie Randall

    Before her big chop, Randall had already scaled back her relaxer touch-ups to twice a year instead of every few months. As a result, she began noticing more of her natural texture peeking through at the roots than ever before, which made her realize she didn’t actually know what her natural hair looked like.

    Having started on relaxers as children and teenagers, the women we spoke to spent decades disconnected from their natural texture. Eventually, curiosity became reason enough to meet that version of themselves again. Wiley, Forcer, Randall, and Richards also found that age came with less regard for what other people thought about them. “As I was approaching menopause and all these physical changes, I got really tired of performing for people. I just decided to present myself as who I naturally am,” says Wiley.

    Richards relates to this desire to be unapologetic in her later years. “I used to always tell my son, 'When I turn 60, I'm going to chop all my hair off, and I'm going to color it blonde and buy me a convertible,'” she says. “Because when you get older, you don't have to fit in. You're more accepting of how you look and how you feel, versus when you're younger, trying to stay with the trends and have long, beautiful hair.”

    How do menopause and aging affect relaxed hair?

    Hair damage from relaxers isn’t exclusive to people in their 50s and older. However, the negative effects of chemical straighteners can become more pronounced with age. “As women get into menopause, something called miniaturization happens,” says Yolanda Lenzy, MD, a board-certified dermatologist in Massachusetts. “It’s when the hair follicle gets smaller.” She explains that it occurs due to the large drop in estrogen and progesterone that happens during menopause. The result is sparser hair. Add relaxers into the mix, and your hair can appear even thinner. “Relaxers break disulfide bonds in the hair, causing curls to become straight, but when you’re already experiencing thinning, perming your hair is going to lead to decreased hair density,” Dr. Lenzy says. “So even though you have the same amount of hair, perming it can make it look less full as opposed to if you had it natural.”

    Richards recalls experiencing exactly what Dr. Lenzy described: thinning hair caused by a combination of the natural miniaturization process and her continued perm appointments. Wiley, too, found that as she aged, her hair changed. It became drier and more brittle, and suddenly the relaxer that she’d gotten for years without issue no longer felt compatible with her hair. “I did not have this beautiful, long, flowing, relaxed hair. My hair was very, very short, and it was broken and damaged.” Eventually, she had to ask herself, Why am I doing this?

    Dr. Lenzy explains that hair density isn’t the only thing that can change. “I’ve definitely seen textural changes that come with aging and menopause,” she says. “If you had very coarse hair in your younger years that’s now becoming fine and looser in texture, you could run into some issues if you continue to relax your hair.” Dr. Lenzy adds that the main risk of continuing to relax natural hair that’s becoming finer and looser in texture is also loss of density.

    For her patients who are dealing with thinning and hair loss caused by menopause, Dr. Lenzy prescribes minoxidil either in a topical form or as a prescription tablet. And for those who want a more natural alternative, “pumpkin seed extract has been found to help lengthen the growth phase of the hair cycle,” she says.

    Caring for natural hair after giving up relaxers

    When you’ve gone for decades disconnected from your natural hair, there can be a learning curve in figuring out how to care for your curls and coils. Randall and Richards opted for a big chop upfront, while Wiley and Forcer chose to transition, partially because they were nervous about having to suddenly care for a texture they were unfamiliar with.

    “I kept my relaxed ends for about as long as I could,” says Wiley, whose journey to natural hair took about a year. “I remember the day I cut off my relaxer and just had natural hair. I felt this feeling of freedom. I didn't really realize it, but having a relaxer kind of made me feel trapped, and I think that was because I felt it was like an obligation, like I had to do it.” No longer being completely bound to a relaxer, these four women began navigating the fun, at times frustrating, terrain of natural hair care.

    Wiley often wears her hair in a stretched state, combing through her gray coils with a blow-dryer before doing a braid-out. “My hair is something that I'm still learning how to work with and how to do the things that are going to make it look its best,” she says, adding that going natural has even helped her embrace her grays.

    Susan Wiley in 2026 wearing her natural hair.

    Wiley in 2026, wearing her natural hair.

    Courtesy of Susan Wiley

    Richards still prefers to wear her hair straight and gets a silk press every two weeks, though her natural pressed hair is fuller and healthier than when it was relaxed; plus, she loves being able to wear it curly whenever she wants.

    Older Black woman with silk pressCourtesy of Robin Richards

    One of the most surprising things about going natural for these women has been the ease of caring for their hair. There’s a common sentiment in the Black community that textured hair (especially type 4 hair) is hard to manage. This misconception is part of the reason these women held on to their relaxers for so long. But Randall has found that washday is not as time-consuming as she thought, and is actually enjoyable. Now, she makes it a self-care day, picking a Saturday or Sunday to wash her hair, deep conditioning while she does chores, then styling it in twists or braids. “It feels more rewarding,” she says.

    Regardless of age, Dr. Lenzy tells all her patients with natural curls and coils to wash their hair once a week. Going two weeks without a wash is acceptable, but ideally no longer than that. Ashley gives her clients the same guidance. “I recommend using a hydrating shampoo and conditioner, considering deep conditioning [weekly], especially if the hair is on the drier side, and using a water-based moisturizer versus a lot of oils on the scalp,” says Dr. Lenzy, who adds that products heavy in oils and occlusives “can create a breeding ground for dandruff or seborrheic dermatitis by feeding the yeast that naturally lives on the scalp.”

    Going natural for Gen Z and millennial Black women usually looks like a lot of DIY (with the help of YouTube and TikTok ‘experts’), but for Gen X, the salon is still their main source of hair-care knowledge—and even community. “Many of my mature ladies actually need the assistance. So that's where we [stylists] come into play by offering these maintenance services,” says Ashley. “I like to do a lot of two-strand twists on them. That way, they can wear that style for maybe a week. Ashley teaches her clients how to undo the twists so they can wear a twist-out for an additional week. “This way, they're getting two weeks of wear out of the style versus having to frequently do their hair, which can be more strain on them,” she adds.

    No matter your age, embracing your natural hair as a Black woman can be an emotional and transformative experience—one that goes far beyond aesthetics. For women who have spent decades wearing relaxers, that shift can make them feel especially vulnerable. But for those ready to take the leap, Forcer, Randall, Wiley, and Richards say the decision can also be freeing: an opportunity to prioritize health, rediscover themselves, or simply move through the world more authentically. As Richards says, “You have no idea what lies under there. Your hair is beautiful.”