The 2025 TZR Beauty Groundbreakers Awards
Another day, another viral beauty product. At least, that’s what your TikTok and Instagram feeds look like in 2025. With countless peptide-packed plumping serums, modern vanilla fragrances, and mascaras that promise extension-length lashes hitting both physical and virtual shelves weekly, brands are prioritizing innovation more than ever. No wonder the simple task of buying a new foundation, moisturizer, or shampoo feels so daunting. The dizzying pace of the industry also makes it nearly impossible to decipher which products are actually worthy of taking up long-term real estate in your medicine cabinet. For the second annual TZR Beauty Groundbreakers Awards, we’re spotlighting the year’s most innovative products and treatments that deliver results and live up to their lofty promises.
For this year’s awards, our beauty team combed through 1,671 product submissions, enlisting TZR editors, BDG staffers, and a panel of the industry’s top experts — from celebrity hairstylists to renowned dermatologists — to test 329 semi-finalist products for a month-and-a-half, then rate them based on ingredient innovation, formula technology, and sustainability initiatives in production and packaging. As the beauty industry continues to churn out more launches than ever, we’re excited to put our expert seal of approval on a set of products and treatments that cut through all of the noise.
Presenting the 107 most groundbreaking beauty products of 2025. We hope you discover a new holy grail (or two) that will revolutionize your beauty routine.
The TZR Beauty Team
Daniel Martin is a beauty authority and social activist with a passion for education and self-improvement. Technically trained, he has more than 25 years of experience as a professional makeup artist for loyal clientele, including Michelle Yeoh, Ali Wong, Elisabeth Moss, Gemma Chan, Greta Gerwig, Jessica Alba, Maggie Gyllenhaal, Jessica Biel, and Meghan Markle. Currently, Daniel serves as the Global Director of Artistry at Tatcha.
Laura Polko is a top celebrity hair stylist based in Los Angeles. She’s built up her clientele over 15 years working with some of the industry’s most stylish It girls, including Alix Earle, Maren Morris, and Hailee Steinfeld. Her work has graced the pages of top fashion and beauty publications such as Vogue, Harper's Bazaar, ELLE, and many more. Now, she’s added founder to her list of achievements, co-founding her namesake brand, Laura Polko Los Angeles.
Kim Truong is one of the most sought-after celebrity and editorial nail artists. Known for her attention to detail, her impressive roster of clientele includes Chrissy Teigen, Taraji P. Henson, the Kardashian/Jenner family, Sofia Richie, and more. Truong’s talents have been featured in top publications such as Vogue, Vogue Australia, Cosmopolitan, Harper’s Bazaar Kazakhstan, Elle France, and Net-a-Porter Magazine.
Dr. Bhanusali is a board-certified dermatologist based in NYC. In his young career, he has built numerous digital health companies in hopes to better the world, including Health Digital, HairStim Labs, Skin Medicinals, and AIRE Health. He also formulated Fast Beauty Co., Amazon’s first skin-care line, and serves as the dermatologist-in-residence for Rhode. He has served as consultant for brands such as P&G, Neutrogena, and CeraVe.
Maya Allen is a leading beauty expert and editor whose work at Cosmopolitan, Marie Claire, InStyle, and New York Magazine’s The Cut has cemented her as a powerful voice in the industry. A sought-after source, Maya has appeared on Access Hollywood, Good Morning America, and The Today Show and starred in Netflix’s Black Beauty Effect. She has advised global brands like L’Oréal and Unilever and partnered with Dior, Nike’s Jordan Brand, and Sephora.
Nai’Vasha is an award-winning hair stylist, globally acclaimed for her work with natural hair, which has graced red carpets worldwide. She’s styled illustrious names such as Tracee Ellis Ross, Alicia Keys, Ayo Edebiri, Serena Williams, and more. Her extensive travels inspired the inception of luxury hair care line Curl Queen in 2018. Nai’Vasha’s work is frequently featured in leading publications such as Vogue, Vanity Fair, GQ, Marie Claire, and Allure.
Dr. Michelle Henry, M.D., FAAD, is a board-certified dermatologist and dermatologic surgeon. She serves as the CEO and founder of Skin & Aesthetic Surgery of Manhattan, as well as the founder of The Henry Research Group. In addition to her private practice, Henry holds the position of clinical instructor of dermatology at Weill Cornell Medical College and is a member of the product validation board at L’Oréal.
SOFIE PAVITT FACE
FENTY HAIR
INFINIMENT COTY PARIS