Hey beauty lovers! Allure’s Best of Beauty 2025 remains one of the industry’s most closely watched awards, with editors testing thousands of launches and naming 352 winners across skin, makeup, hair, body, and more.

What stood out this year? K-beauty wasn’t just “good value” it won across tough, performance-driven categories, from cleansing to SPF and lip care. 

1) Ma:nyo Pure Cleansing Oil  <Best Oil Cleanser>

a silky-to-milk texture that strips makeup fast yet avoids the greasy film Americans often fear with oils. A blend of 14 plant oils (incl. argan and rice bran) helps clear pores and smooth texture perfect for heavy SPF/makeup wearers.

2) Dr. Althea Pure Grinding Cleansing Balm <Best Cleansing Balm>

the twist-up “grinding” jar keeps things hygienic and fun, but the clincher is performance camellia & grape-seed oils + triple-cica melt eye makeup while soothing reactive skin. It fits the U.S. love for sensorial packaging plus barrier-friendly formulas.

3) Aprilskin Carrotene IPMP Clearing Solution <Best Acne Spot Treatment Gel>
 

U.S. acne shoppers want overnight visible calm without harsh peeling. This gel pairs BHA + PHA for pores with beta-carotene, niacinamide, zinc oxide to reduce redness clean, quick, camera-ready by morning. 

4) TIRTIR Mask Fit Makeup Fixer <Best Dewy Setting Spray>

“glass-skin” finish that locks foundation without tightness. Editors call it the top dewy setting spray, which translates to long-wear + luminous exactly what TikTok and everyday users ask for. 

5) Laneige Bouncy & Firm Lip Treatment <Best Overnight Lip Balm>

Laneige already owns U.S. night-lip care. This upgrade brings firming + bounce with the same plush overnight coat, keeping lips smooth for lipstick the next day zero learning curve, instant payoff. 

6) Innisfree Daily UV Defense Mineral Sunscreen SPF 45 <Clean Winners>
 

a mineral SPF that doesn’t leave a cast. The green-tinted, CC-style formula subtly evens redness and sits well under makeup solving two pain points (cast + pilling) in one tube. Listed under Best Clean Skin-Care. 

7) Aestura Atobarrier 365 Cream Mist <Sensitive Winners>

the barrier-repair “cream-in-mist” format hydrates without weight, ideal for office AC, flights, and dry climates. It speaks directly to the U.S. sensitive-skin boom (eczema/rosacea-aware routines). 

Taken together, these wins show how K-beauty now competes and wins on texture elegance, barrier support, and real-world wear (makeup-compatibility, no white cast, acne-safe).

For U.S. shoppers who buy on results and routine fit, that’s exactly the proof they need. And while an Allure seal isn’t a guarantee of sales, it’s a trusted signal many retailers and consumers pay attention to when deciding what to try next.