10 Best Shampoos for Itchy Scalps That Offer Fast Relief
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If your scalp’s been bugging you with that all-day discomfort, the best shampoos for itchy scalps can offer a temporary respite while you figure out the cause—which can, more often than not, feel like a guessing game. “An itchy scalp can be triggered by various factors, like dandruff from an overgrowth of the yeast malassezia, or a sensitive scalp affected by eczema or contact dermatitis, which can stem from environmental allergens,” says Kseniya Kobets, MD, a board-certified dermatologist in New York City. “Psoriasis and product buildup from dry shampoo, oils, or treatments can also clog pores and throw off the scalp's microbiome, adding to the itch."
Our Top Shampoos for Itchy Scalps
- Best Overall: Nizoral Anti-Dandruff Shampoo with 1% Ketoconazole, $16
- Best for Oily Scalps: Oribe Serene Scalp Oil Control Shampoo, $52
- Best for Dry-Shampoo Users: Virtue Scalp Remedy Shampoo, $44
- Best for Color-Treated Hair: Olaplex No. 4C Bond Maintenance Deep Clean Clarifying Shampoo, $32
- Best Daily Shampoo: Kérastase Specifique Bain Divalent Shampoo, $46
- Best for Flakes: Vichy Dercos Selenium Sulfide Anti-Dandruff Shampoo, $20
- Best Clarifying Shampoo: Malibu C Un-Do-Goo Clarifying Shampoo, $18
Fortunately, relief is just a wash away with the help of the right scalp treatments from our derms. We’ve gathered the shampoos that go beyond basic cleansing to calm irritation, eliminate flakes if you also have dandruff, and restore overall balance. These formulas, featuring gentle exfoliators to clear buildup and soothing hydrators, are packed with the ingredients your scalp needs to feel calm and happy again. "Shampoos with ingredients like zinc pyrithione, ketoconazole, aloe vera, salicylic acid, tea tree oil, and apple cider vinegar help soothe irritation, reduce inflammation, and tackle potential causes like dandruff or dryness," says Adam Mamelak, MD, a board-certified dermatologist based in Georgetown and Cedar Park, Texas. “Other beneficial ingredients include hydrating coconut oil, refreshing peppermint oil, and calming chamomile extract.”
But don’t worry—we won’t leave you decoding ingredient lists for days. We’ve rounded up the best itch-fighting shampoos that put these hardworking ingredients to work, so you can finally get some relief.
Frequently Asked QuestionsLargeChevron
- What is the best shampoo for scalp itch?
- How do I stop my scalp from itching?
- Why is my scalp itchy but no dandruff?
- Meet the experts
- How we test and review products
- Our staff and testers
Best Overall: Nizoral Anti-Dandruff Shampoo with 1% Ketoconazole
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Nizoral
Anti-Dandruff Shampoo with 1% Ketoconazole
Amazon
Walmart
Why we love it: If you're all about immediate relief, Nizoral Anti-Dandruff Shampoo with 1% Ketoconazole should be your go-to for soothing an itchy, irritated scalp. All the dermatologists we spoke with love this shampoo to treat conditions like seborrheic dermatitis—those stubborn, oily patches that result in yellow or white scales. "Ketoconazole, the main ingredient in Nizoral, is an antifungal agent with anti-inflammatory effects," says Dr. Mamelak. “It targets malassezia, a yeast that naturally lives on our skin but can lead to irritation for some people. By controlling this yeast, Nizoral not only calms the itch but also tackles the scaliness and oiliness that come with seborrheic dermatitis,” making a true hero for uncomfortable scalps, he says.
Tester feedback from senior shopping director Shanna Shipin
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"Eczema doesn't just plague my skin—it hits me with an intensely itchy(!!) and flaky scalp. Needing a gentle yet effective solution, my doctor long ago suggested I use Nizoral Anti-Dandruff Shampoo with 1% Ketoconazole, and it's helped me manage the snowy flakes of dandruff over the years. Nizoral has helped me tackle suspected fungal acne breakouts on my forehead, too. Those tiny acne bumps hate to see the blue shampoo coming.” —Shanna Shipin, senior shopping director
More to know
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- Key ingredient: 1% ketoconazole
- Fragrance-free: yes
- Who it’s for: people with irritated scalps and dandruff
Best for Oily Scalps: Oribe Serene Scalp Oil Control Shampoo
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Oribe
Serene Scalp Oil Control Shampoo
Amazon
Nordstrom
Dermstore
Why we love it: Oribe has perfected the art of endless good hair days with salon-quality products, and when it comes to soothing even the angriest, itchiest scalps, the Serene Scalp Oil Control Shampoo knows just what to do—especially if excess oil is the culprit for your itch. Too much oil can create the perfect Petri dish for buildup, sweat, dirt, and dead skin cells to make residence on your scalp, which only fuels irritation. This gem of a shampoo calms irritation, controls oil, and brings balance back to your scalp’s microbiome thanks to green marine algae and prebiotics. And, as per usual with Oribe’s products, it smells incredible.
Tester feedback from social director Kassidy Silva
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“Scalp bliss is the only way to describe the Oribe Serene Scalp Densifying Shampoo and Conditioner. Dealing with psoriasis coupled with postpartum hair loss, my current hair needs are two-fold: improving density and reducing irritation. Oribe is my daily go-to. I use a generous amount of shampoo through my roots and hit the ends with a nickel-size amount of conditioner, then let it sit on my hair for five minutes before giving it a thorough rinse. After each wash, my hair has a boost in volume, and there's a bit less hair down the drain.” —Kassidy Silva, social director
More to know
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- Key ingredients: marine algae, prebiotics, amino acids
- Fragrance-free: no
- Who it’s for: people with oily scalps
Best for Dry-Shampoo Users: Virtue Scalp Remedy Shampoo
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Virtue
Scalp Remedy Shampoo
Amazon
Nordstrom
Dermstore
Why we love it: Just when you think it’s impossible to have an oily scalp one day and a dry, itchy one the next (IYKYK), it turns out your scalp’s microbiome might be calling for a reset. Just like the rest of the skin on your body, your scalp has its own ecosystem of bacteria and fungi that help manage oil production, barrier function, and even how reactive you are to products. When that mix gets thrown off—say, from over-washing or too much dry shampoo—it can skew toward excess sebum, flakes, or irritation seemingly overnight. Virtue’s Scalp Remedy Shampoo helps restore balance with a gentle, fragrance-free formula. Salicylic acid clears away buildup and flakes, while the brand’s signature Alpha Keratin 60ku protein supports stronger hair right at the root. Calming plant extracts like rosemary, green tea, and rice protein keep things soothed and comfortable so your microbiome can chill out.
Tester feedback from contributing commerce writer Christa Joanna Lee
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"As a beauty writer, a buildup of dry shampoo and scalp oils is basically an occupational hazard, so I’m picky about what I use to keep things in check. Virtue’s Scalp Remedy Shampoo—and the corresponding conditioner you actually apply directly to your scalp (which surprised me, since I’ve always been trained to focus conditioner on mid-lengths)—left my hair feeling clean but never weighed down. After just a couple of washes, I noticed less itchiness and zero dandruff. I still rely on my prescription ketoconazole 2% shampoo in the winter when my dry scalp is insufferable, but this is my new go-to for the rest of the year.” —Christa Joanna Lee, contributing commerce writer
More to know
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- Key ingredients: Alpha Keratin 60ku, white willow bark extract, ziziphus joazeiro bark extract, rosemary leaf, green tea, rice protein
- Fragrance-free: yes
- Who it’s for: people with oily or dry scalps
Best for Color-Treated Hair: Olaplex No. 4C Bond Maintenance Deep Clean Clarifying Shampoo
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Olaplex
No. 4C Bond Maintenance Clarifying Shampoo
Amazon
Nordstrom
Dermstore
Why we love it: An itchy scalp could be interfering with more than just your comfort; it might also be affecting your hair health. An unbalanced scalp can lead to inflammation, clogged follicles, and even breakage over time. Enter: Olaplex No. 4C Bond Maintenance Clarifying Shampoo, a sulfate-free formula that gently lifts away buildup from oil and styling products without stripping hair of its natural moisture. “It’s also a great shampoo for hard water buildup and also strengthening hair, enhancing shine, and delivering deep hydration,” says Anna Chacon, MD, a board-certified dermatologist in Miami, FL. Plus, it features Olaplex’s signature bond-building technology to reinforce hair at the core for a soothed scalp and stronger, shinier strands.
Tester feedback from Silva
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"Oils, topical solutions, creams, with scalp psoriasis keeping my hair healthy can feel like a full-time job. The Olaplex No. 4C Bond Maintenance Deep Clean Clarifying Shampoo and Conditioner are my solution to all the wear and tear I put on my hair. I use the duo once or twice a week to keep my hair long and strong." —Silva
More to know
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- Key ingredients: a patented bond builder (bis-aminopropyl diglycol dimaleate), hydrolyzed vegetable protein, citric acid
- Fragrance-free: no
- Who it’s for: people with dry, damaged hair
Best Daily Shampoo: Kérastase Specifique Bain Divalent Shampoo
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Kérastase
Specifique Bain Divalent Shampoo
Amazon
Sephora
Why we love it: If nothing can stop you from being a daily hair washer, then the least you can do is treat your scalp to a gentle cleanse. Kérastase’s Specifique Bain Divalent Shampoo uses amino acids to help rebalance sebum production and break up buildup without stripping—an important piece if itchiness stems from congestion or over-cleansing. Vitamin B6 then steps in to support the scalp barrier and defend against external aggressors (think pollution and sweat), which can worsen irritation and keep oil glands in overdrive. “Itch related to congestion often improves within a few washes, with steadier scalp comfort over time,” says Anetta Reszko, MD, a board-certified dermatologist based in New York City.
More to know
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- Key ingredients: amino acids, vitamin B6
- Fragrance-free: yes
- Who it’s for: people with excess oil
Best for Dandruff: Vichy Dercos Selenium Sulfide Anti-Dandruff Shampoo
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Vichy Laboratories
Dercos Selenium Sulfide Anti-Dandruff Shampoo
Amazon
Dermstore
Ulta Beauty
Why we love it: Come for the cooling menthol sensation, stay for the refreshingly deep clean that sweeps away flakes as you lather. Vichy’s Dercos Selenium Sulfide Anti-Dandruff Shampoo doesn’t just mask irritation; it uses selenium sulfide to target yeast-related flaking and redness at the source, while salicylic acid helps loosen and lift existing scales so they rinse away more easily. Glycerin keeps the cleanse from feeling too harsh, and niacinamide supports overall scalp comfort as things rebalance. “Many people notice meaningful improvement of flakes and itchiness with this shampoo within the first few washes, with fewer flare-ups when used consistently,” says Dr. Reszko.
More to know
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- Key ingredients: selenium sulfide, salicylic acid, niacinamide, glycerin
- Fragrance-free: no
- Who it’s for: people with flakes or dandruff
Best Clarifying Shampoo: Malibu C Un-Do-Goo Clarifying Shampoo
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Malibu C
Un-Do-Goo Clarifying Shampoo
Malibu C
Why we love it: If dry shampoo and styling products are part of your daily routine, your scalp will feel better with an occasional reset. Malibu C Un-Do-Goo Clarifying Shampoo is formulated to break down stubborn residue that regular washes could miss. “Buildup-related itch often improves only after residue is removed, and this shampoo is designed to lift styling products, hard-water minerals, and environmental buildup from the scalp,” says Dr. Reszko. A strong surfactant system (including sodium olefin sulfonate) creates a thorough, sudsy lather that leaves the scalp feeling clean and not stripped. Because it’s such a powerful clarifier, it’s best saved for once or twice a month rather than daily use.
More to know
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- Key ingredient: surfactants (sodium olefin sulfonate)
- Fragrance-free: no
- Who it’s for: people with product buildup or a congested scalp
Best for Damaged Hair: Briogeo Scalp Revival Dandruff Relief Charcoal Shampoo
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Briogeo
Scalp Revival Dandruff Relief Charcoal Shampoo
Nordstrom
Sephora
Why we love it: Charcoal…in your hair? But just like in skin care, it works like a magnet to draw out buildup and residue that cling to the scalp. Briogeo’s Scalp Revival Dandruff Relief Charcoal Shampoo pairs that with 3% salicylic and lactic acid to gently exfoliate while lifting excess oil and product gunk. “This formula gently cleanses while helping soothe itch and irritation, making it a good option for those balancing scalp concerns with fragile hair,” says Dr. Reszko. And while it’s fragrance-free, a touch of peppermint oil makes it smell great and feel refreshingly cool on the scalp.
More to know
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- Key ingredients: charcoal, salicylic acid, lactic acid, peppermint oil
- Fragrance-free: yes
- Who it’s for: people with fragile hair
Best Fragrance-Free: Seen Shampoo
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SEEN
Shampoo
Amazon
Dermstore
Ulta Beauty
Why we love it: If your scalp is super itchy but you’re not dealing with dandruff or flakes, it’s a sign you need more hydration. Seen Shampoo uses gentle, skin-soothing ingredients like bisabolol to calm itchiness while thoroughly cleansing your hair. “It’s formulated with mild, non-irritating ingredients ideal for sensitive scalps, especially those with eczema tendencies,” says Dr. Kobets. Some fragrance-free formulas don't exactly feel luxurious, but this builds to a satisfying foam. "Despite its gentle formula, the shampoo lathers up nicely to remove dirt and oil, so your scalp feels fresh and clean,” says Dr. Kobets.
More to know
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- Key ingredients: hemisqualane, bisabolol, squalane
- Fragrance-free: yes
- Who it’s for: people with sensitive scalps
Best for Scalp Psoriasis: Neutrogena T/Sal Therapeutic Shampoo
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Neutrogena
T/Sal Therapeutic Shampoo
Amazon
Walmart
Why we love it: Yes, the same exfoliating ingredient we trust and love in our skin care—salicylic acid—is also the star ingredient in the Neutrogena T/Sal Therapeutic Shampoo, designed to help manage dandruff, seborrheic dermatitis, and psoriasis. “Salicylic acid is a lipophilic beta hydroxy acid, meaning it can penetrate deeply into pores to remove excess oil. Its exfoliating properties also help shed dead skin cells from the scalp, reducing the itch and flakiness that come with these conditions,” says Brendan Camp, MD, a double board-certified dermatologist in the Tri-State Area. But hold onto your regular shampoo. “Focus this product directly on the roots and scalp, as it can dry out and strip natural oils from the rest of your hair,” advises Dr. Kobets. “For your lengths, use a second, regular shampoo to keep them hydrated and balanced.”
More to know
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- Key ingredient: 3% salicylic acid
- Fragrance-free: yes
- Who it’s for: people with thick or large flakes
Best Drugstore: Selsun Blue 2-in-1 Antidandruff Shampoo & Conditioner
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Selsun Blue
2-in-1 Antidandruff Shampoo & Conditioner
Amazon
Walmart
Why we love it: Some shampoos that tackle dandruff and clarify the scalp can leave the rest of your hair feeling a bit dry. Selsun Blue 2-in-1 Antidandruff Shampoo & Conditioner, however, was designed to specifically hydrate while gently lifting away flakes. "It contains selenium sulfide, which combats the Malassezia yeast, helping to regulate skin cell turnover and balance oil production," says Dr. Mamelak. Plus, its cooling sensation brings instant relief to itching and irritation. With its built-in conditioning ingredients, this product lets you skip a step in the shower (score). But if your hair needs a little extra moisture, apply a separate conditioner just to the ends. This way, you keep the shampoo’s active ingredients working at full strength on your scalp. The only catch? It does have a slightly medicinal scent, but for an itch- and flake-free scalp at just $8, that’s a minor trade-off worth making.
More to know
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- Key ingredients: 1% selenium sulfide, pyrithione zinc, salicylic acid
- Fragrance-free: no
- Who it’s for: people with dry, itchy scalps and dandruff
Frequently Asked Questions
What is the best shampoo for scalp itch?
If your scalp’s been feeling itchy and flaky, certain ingredients can bring you serious relief. Salicylic acid, a beta hydroxy acid, is a must-have because "it’s lipophilic, meaning it can penetrate deeply into pores to remove excess oil" and exfoliates dead skin cells, says Dr. Camp. Then there’s ketoconazole, an antifungal champion that "interferes with the formation of the fungal cell membrane," perfect for tackling scalp yeast that causes itch and flakes, he says. And don’t forget pyrithione zinc, which "inhibits the growth of malassezia yeast—a big culprit in dandruff,” he says.
How do I stop my scalp from itching?
A few lifestyle tweaks can make all the difference in stopping scalp itchiness (or preventing it before it even starts). Though your hair washing schedule can vary depending on your hair type and lifestyle, regular washing is key. "Listen to your scalp—when it gets oily and the volume decreases, then it’s time to wash it,” says Dr. Kobets.
Keeping your scalp clean helps prevent buildup that can trigger itchiness. Proper conditioning also matters, especially for oily scalps. “Make sure to keep conditioner away from the roots, focusing instead on the ends to maintain hair volume,” she says. Weekly scalp exfoliation is another great habit to adopt. “Once a week, try a scalp scrub or a wash with salicylic acid or tea tree oil, followed by a gentler shampoo for the rest of your hair. If your scalp is dry, scalp treatments with oils like rosemary, peppermint, or grapeseed can help,” says Dr. Kobets.
Beyond hair care, maintaining a balanced diet and managing stress are essential for scalp health. Hair follicles are "susceptible to stress and the hormone cortisol," so getting regular sleep and reducing stress can help keep itchiness at bay, she says. Gentle styling practices are also beneficial: Try to scale back on chemical treatments, reduce your use of hot tools, and refrain from tight hairstyles that tug on the scalp and cause it to get irritated. Finally, “keeping up with good hygiene and treating yourself to a regular scalp massage can boost circulation and create a healthier scalp environment overall,” says Dr. Kobets.
Why is my scalp itchy but no dandruff?
It’s possible that your scalp can be itchy without the presence of dandruff. “Dandruff is the term we use to describe the white and gray flaky skin that appears on the scalp, in the hair, and sometimes on our clothes. Not all conditions that cause itchy scalp are always associated with dandruff. Other conditions can also cause itchy scalp, including dry scalp, poor hygiene and overwashing, psoriasis, allergic reactions to hair dye and other exposures, fungal infections, and ringworm, as well as infestations such as lice. High stress, hormonal fluctuations, and underlying medical issues can also lead to an itchy scalp,” says Dr. Mamelak.
Meet the experts
- Brendan Camp, MD, a double board-certified dermatologist in dermatology and dermatopathology at MDCS Dermatology: Medical Dermatology & Cosmetic Surgery in the Tri-State Area
- Anna Chacon, MD, a board-certified dermatologist based in Miami
- Kseniya Kobets, MD, a board-certified dermatologist and Director of Cosmetic Dermatology at Montefiore-Einstein Advanced Care in NYC
- Adam Mamelak, MD, a board-certified dermatologist at Westlake Dermatology in Georgetown and Cedar Park, Texas
- Anetta Reszko, MD, a board-certified dermatologist based in New York City
How we test and review products
We always enlist a range of testers for our makeup vertical, but hair-care products and tools are another story. While there are certainly products that can be used across different hair textures, lengths, curl patterns, thicknesses, colors (natural and unnatural), and needs, hair products are often created with specific consumers in mind. Many are created in order to address a concern (dandruff, breakage, brittleness) or to work most effectively for a specific hair type (4C curls, wavy hair, gray hair). You wouldn’t want to pick up a purple shampoo that’s only been reviewed by someone with, say, auburn hair, or a diffuser that’s never been tested by anyone with curls—right?
For our review of the best bond repair treatments, we enlisted the help of multiple editors, writers, contributors, and hair experts—many of whom want shinier, healthier-looking hair. Testers considered performance across four primary categories: efficacy, texture and experience, fragrance, and packaging. 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.
Dessert-Themed Beauty Products Are Booming Because of Diet Culture
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In the early aughts, the beauty aisle doubled as a dessert menu. Bath & Body Works was churning out frosting-inspired mists, Lancôme’s Marshmallow Juicy Tube lip glosses lined the purses of teens and adults alike, and Jessica Simpson launched an entire line of edible body products that promised to taste as good as they smelled. (I can personally attest that they didn’t.)
While the era’s self-care routines were sugar-filled, its diet fads were decidedly sugar-free. Pro-anorexia forums thrived on LiveJournal, ads for workout programs and weight-loss pills dominated TV, and tabloids treated celebrity weight speculation like breaking news.
Fast forward 20 years, and we’ve somehow landed back in a strikingly similar cultural moment. After a fleeting moment in the 2010s, when the body-positivity movement gave us a glimmer of hope that beauty standards were finally broadening, the cultural celebration of thinness has returned with a vengeance. The resurgence started as a whisper with the rise of GLP-1 weight-loss medications like Ozempic and Wegovy and has since risen to a shout, reigniting the ultra-skinny ideal in a way we haven’t seen since the early aughts. Hashtags like #Y2KSkinny and #2000sSkinny climbed TikTok’s algorithm before the app started blocking searches for #SkinnyTok due to its glamorization of disordered eating (which, if you ask the experts, won’t help curb content that glorifies thinness or disordered eating).
All the while, I can’t help but notice that beauty, once again, is going all in on dessert. Scents of comfort—like vanilla, caramel, and tonka bean—have come back in full force just as diet culture has retightened its grip, a phenomenon I like to call “treat beauty.”
The rise of “treat beauty”
Food-scented beauty products have always existed, but they haven’t always occupied this much cultural and commercial real estate. Throughout much of the 2010s, fragrance trends skewed more seductive than edible: Spicy florals, musks, ambers, and earthy notes dominated perfume launches, with sweetness often playing a supporting role rather than the main event. Vanilla and other gourmand notes never wavered entirely, but in 2025, they moved decisively to center stage.
Right now, launches of dessert-themed fragrances are up 24% year over year, according to Mintel. In turn, gourmand notes like pistachio, milk, and honey have spilled over from perfume counters into body care, candles, and even makeup. “The trend now touches nearly every price point from personal fragrances to candles that evoke favorite foods and the memories attached to them,” says Linda G. Levy, president of the Fragrance Foundation.
In the back half of 2025 alone, Rhode Beauty celebrated Hailey Bieber’s birthday with limited-edition lip tints that smell—and taste—like tiramisu, vanilla soft serve, and crème brûlée (that’s on top of the numerous other glazed-donut-themed products she sells). Bath & Body Works’s Milk Bar collaboration turned the bakery’s best-selling confections into soaps and lotions, and Beekman 1802’s partnerships with Hershey’s and Libby’s promised "foodified" skin care inspired by chocolate bars and pumpkin pie.
"As we suppress our physical appetites, we subconsciously seek out new and different ways to satiate our senses."
The juxtaposition of all these little treat-themed products and our resurgent diet culture is jarring but not coincidental, if you ask nutritionist Jim LaValle, codirector of the Fellowship in Longevity Medicine at the American Academy of Anti-Aging Medicine. “Traditional diet culture emphasized restraint and guilt. Now we’ve entered a ‘controlled indulgence’ era where the messaging is: You deserve a treat, just not one that affects your waistline,” he says. “Beauty brands have tapped into that psychology brilliantly, offering calorie-free luxury through serums, masks, and candles.”
According to LaValle, there’s an explanation for this: As we suppress our physical appetites, we subconsciously seek out new and different ways to satiate our senses—and lately, the beauty market has provided plenty to feast on.
The scent of substitution
Scientists call this phenomenon hedonic substitution. “If food no longer triggers that same emotional satisfaction—say, when someone’s appetite drops or they’re trying to avoid certain foods—the brain naturally seeks an alternate ‘feel-good’ stimulus,” LaValle says. “That might be through scent, texture, touch, or even achievement-based rewards. It’s the nervous system doing what it’s wired to do: maintain balance in reward signaling.”
If LaValle’s theory can explain why our brains reach for new sources of satisfaction, sensory science shows how. Research has shown that when people see beautiful images of food (otherwise known as “gastroporn”), it activates the brain’s reward pathways—especially the dopamine-driven anticipation circuits—even if it doesn’t replicate the full biochemical response of actually eating.
Smell does the same thing. “When people are hungry and see or smell something they love, there is a huge increase in brain activity—greater than what’s triggered by sex or pornography,” says Charles Spence, PhD, a professor of experimental psychology at the University of Oxford, whose work focuses on consumer psychology, sensory marketing, and multisensory perception. “The biggest activations come not from eating but from anticipating food. Between 75 and 95% of what we taste actually comes from smell.”
That anticipatory thrill is what scented beauty products hijack so effectively. So much so that trend forecasters have started researching behavioral trends linked to hedonic substitution. Consumer trends firm InsightTrends, for example, has begun tracking what it calls “scent snacking” and even “disordered sniffing,” marketing terms meant to capture the practice of using fragrance, candles, body care, and other food-scented products as bite-sized hits of reward for the brain. Melissa Hago, a trend forecaster at WGSN, adds that “when food, time, or energy feel scarce, people look for micro-pleasures they can control. Right now, scent is one of the most accessible ways to do that.”
LaValle says that “these actions mimic the comfort of eating by engaging the same sensory and emotional circuits—scent, warmth, texture, anticipation, and routine,” but medical experts stress that catchy labels like these shouldn’t be mistaken for clinical reality. “Enjoying food-related scents on its own isn’t concerning,” says Lauren Hartman, MD, a board-certified pediatric and adolescent physician who specializes in eating disorders and body image. “What matters is the context—restriction, distress, rigidity, or guilt. Without that context, it’s simply a preference or a comforting ritual.”
“Instead of eating the cake, we buy the cream that smells like one. It’s the illusion of indulgence without the loss of control.”
Giving it a label like “disordered sniffing” is probably taking it a step too far, in fact. Hedonic substitution isn’t on the same psychological plane as impulse behaviors like emotional eating or stress shopping. “There are significant differences between these behaviors, and we don’t yet have research showing whether the comparisons hold up clinically,” Dr. Hartman says. “It’s not an apples-to-apples comparison.”
Being drawn to gourmand-scented beauty products is not an indication that a person is restricting food or engaging in diet culture; plenty of people just like the way cookies and cake smell, and who could blame them?. But to me, the phenomenon of hedonic substitution only makes it clearer why food-themed beauty products would spike in popularity in tandem with the resurgence of weight-loss medications and dieting.
When self-care becomes self-control
Although brands aren’t explicitly advertising their food-themed products as dieting tools, the way they’re marketed feels strikingly familiar for those of us who remember 2000s diet culture, when similarly scented beauty products were advertised as being decadent, yummy, and indulgent. Victoria’s Secret’s recent holiday collection included a body cream that “feels like velvety-smooth, light, and fluffy cookie frosting.” The whipped cream-style applicator of Vacation’s beloved Classic Whip SPF 30 promises “perfect peaks” of sunscreen. Snif makes a perfume called Room for Dessert, which the brand says “feels like pure harmony and smells like crème brûlée spiked with strawberry, vanilla, and cedar.”
Regardless of the intent, this language can have an impact. “Because smell is invisible, we rely on cues—words, packaging, imagery—to decide what we’re perceiving,” says Rachel Herz, PhD, a neuroscientist who researches the psychological science of smell, and the author of Why You Eat What You Eat. “If a label says something is calming, indulgent, or delicious, we’re primed to experience it that way. It’s not fake; it’s mind over matter.”
This plays into why psychotherapist Alegra Torel, LCSW, believes the rise of food-themed beauty products is connected to the way women in particular have been conditioned to manage desire by diet culture. “Brands are going straight for the core of our emotional memory,” she says. “Food is sensory and tied to recall—birthday cakes, family holidays, that feeling of warmth and love. They’re not just selling comfort; they’re selling a return to safety.” But that safety often comes with a catch. “We’re taught to see sweetness as bad, forbidden, something to earn,” Torel adds. “So instead of eating the cake, we buy the cream that smells like one. It’s the illusion of indulgence without the loss of control.”
By that logic, today’s best-selling scents aren’t just standing in for eating. They’re offering emotional regulation in a bottle, regulation that for some people would otherwise come from food. That link between scent and emotion is hardwired. Smell has direct access to the brain’s emotional center—the amygdala and hippocampus—which is why it can instantly change your mood or evoke comfort. “No other sense connects as immediately to emotion and memory,” Herz says.
Where beauty goes from here
Even as brands highlight comfort and sensory pleasure on the surface, the timing of the gourmand boom is hard to separate from the broader cultural context. It’s more than mere 2000s nostalgia: the rise of “treat beauty” mirrors this moment when pleasure—especially sweet, “indulgent” pleasure—is increasingly redirected and reframed as shameful. Though the behavior of hedonic substitution itself isn’t inherently harmful, my concern lies in the messaging. If scent continues to be framed as a guilt-free indulgence, it risks reinforcing the idea that actual indulgence is something to be managed.
But this moment also presents an opportunity. As brands experiment with scent as a tool for mood and mental health—collaborating with neuroscientists, creating “functional fragrances,” and reframing pleasure as wellness rather than a temptation to be resisted—the industry has a chance to rewrite its relationship with desire. If it continues down that path, there’s hope that the next era of fragrance won’t be about curbing our relationship with pleasure, but learning to reconnect with it.
Amazon Is Home to Our Favorite K-Beauty Products
Collage: Paula Balondo; Source images: Courtesy of brands, Allure editorsSave this storySave this story
If you weren't already clued in, you can buy the best Korean skin care on Amazon without ever leaving your couch. Both familiar (hey, CosRx and Laneige!) and newer-to-us brands (what’s up, Torriden and Abib?) pop up with each passing day. You've most likely heard of CosRx and Laneige, but make no mistake—there's a treasure trove of innovative Korean skin-care brands just waiting to be discovered.
Ever since we started incorporating Korean skin care into our lives years ago (some as early as 2015!), our skin has changed for the better. We could go on and on about how much we adore double-cleansing products, hydrating essences, cast-free sunscreens, and dryness-reversing sheet masks, but that would defeat the purpose of the rest of the story. If we had to sum it up, Korean skin-care formulas are supremely soothing and hydrating, gentle on all skin types, highly effective, and affordable. In other words, the stakes are low, and the rewards are high, high, high!
Our Top Korean Skin-Care Products on Amazon
- Best Overall: CosRx Advanced Snail 96 Mucin Power Essence, $25
- Best Acne Treatment: Mediheal Madecassoside Blemish Pads, $24
- Best Moisturizer for Dry Skin: Illiyoon Ato Ceramide Cream, $29
- Best Moisturizer for Oily Skin: Anua PDRN Hyaluronic Acid 100 Moisturizing Cream, $24
- Best Mineral Sunscreen: Koolsol by Knours Ultra Light Invisible Mineral Sunscreen SPF 50, $25
- Best Chemical Sunscreen: Round Lab Birch Moisturizing Sunscreen UVLock SPF 45+, $28
- Best Gel Cleanser: Mixsoon PDRN Collagen Gel Cleanser, $12
- Best Eye Patches: Abib Collagen Eye Patches, $23
If you've ever been curious about the products and culture behind viral trends like glass skin, mochi skin, and PDRN, you've come to the right place. Or, if your goal is to simply better support and nourish your skin, we've got all the recommendations you need to build out a Korean skin-care routine with a few clicks on amazon.com.
Frequently Asked Questions
- What are the biggest Korean skin-care trends for 2026?
- Meet the experts
- How we test and review products
- Our staff and testers
Best Overall: CosRx Advanced Snail 96 Mucin Power Essence
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Cosrx
Advanced Snail 96 Mucin Power Essence
Amazon
Allure commerce editor Sarah Han applying Cosrx Advanced Snail 96 Mucin Power Essence
Sarah Han
Why it's worth it: A Korean beauty best-seller that's all over your FYP, worth the hype, and a one-way ticket to glass skin? That's CosRx's Advanced Snail 96 Mucin Power Essence, whose namesake ingredient (96% snail mucin) soothes blemishes, brightens acne scars, and evens out hyperpigmentation. This sensorially pleasing formula keeps it simple with just 11 ingredients, including two classics, hyaluronic acid and allantoin, to hydrate and calm your barrier.
Tester feedback from commerce editor Sarah Han
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“I’m a longtime fan of this hit brand. The texture is so fun and surprisingly not tacky seconds after applying. But more importantly, it gives my skin lots of love, glow, and bounce with every application. It's a must at any time of the year." —Sarah Han, commerce editor
More to know
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- Key ingredients: snail mucin, hyaluronic acid, allantoin
- Who it's for: everyone, especially those dealing with acne or hyperpigmentation
- Fragrance-Free: yes
Best Acne Treatment: Mediheal Madecassoside Blemish Pads
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Mediheal
Madecassoside Blemish Pads
Amazon
Allure senior commerce editor Sarah Felbin using the Mediheal Madecassoside Blemish Pads
Sarah Felbin
Why it’s worth it: If your skin tends to freak out over harsh actives, Mediheal’s Madecassoside Blemish Pads provide a much gentler approach to acne treatments. These toner pads are soaked in calming, Centella asiatica-derived ingredients (namely madecassoside) that help cool down angry breakouts while easing redness and irritation. The formula also delivers a boost of hydration via glycerin and allantoin, so skin feels comfortable and balanced, proving that moisture is equally essential when caring for acne.
You can use these like a regular toner pad, swiping one over clean skin before moisturizer to soothe and prep. Or, place them directly on stressed areas and leave them on for about 15 minutes as a quick mask. Once you remove the pads, pat in any leftover essence, and then follow up with the rest of your routine.
Felbin before applying the Mediheal Madecassoside Blemish Pads
Sarah Felbin
Felbin after applying the Mediheal Madecassoside Blemish Pads
Sarah Felbin
Tester feedback from senior commerce editor Sarah Felbin
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“I have very sensitive, oily skin that can break out if I look at it wrong. Add to that the dozens of new beauty products I'm testing each week, and I'm almost always dealing with some stubborn blackheads, whiteheads, or both. When I first notice signs of a breakout, I always make sure to grab these pads. The actual material of the pad is very thin and soft (not scratchy like some other pads I've tried, which can irritate my skin even more). There's a lot of product in each box of pads, so they're always fully saturated, even weeks after I've bought them. And I love that each box comes with a pair of clear plastic tweezers hidden underneath the lid, so I can quickly and easily grab a pad without having to stick my fingers inside. The pads apply a thin layer of clear, watery product that dries down quickly and layers easily underneath the rest of my skin care and makeup. And after a few uses, my skin looks calmer and clearer. These have been a medicine cabinet must-have for me since I first tried them. Madecassoside is the real deal!” —Sarah Felbin, senior commerce editor
More to know
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- Key ingredients: madecassoside, cica, glycerin, allantoin
- Who it's for: acne-prone skin
- Fragrance-free: yes
Best Moisturizer for Dry Skin: Illiyoon Ato Ceramide Cream
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Illiyoon
Ato Ceramide Cream
Amazon
Allure commerce writer Lily Wohlner applying the Illiyoon Ato Ceramide Cream
Lily Wohlner
Why it’s worth it: When skin is feeling dry and stripped, Illiyoon’s Ato Ceramide Cream does the heavy lifting, relying on plant-based ceramides to strengthen the skin barrier, plus glycerin to deliver long-lasting hydration. Despite how moisturizing it is, the formula feels surprisingly lightweight and works for all skin types. Acne-prone skin can benefit, too, as its low-pH formula (your skin’s natural pH hovers around 5.5, and this cream clocks in at 6) helps keep irritation in check. Our editors, both acne-prone and not, say it sinks quickly into rough patches, soothing and hydrating them fast without clogging pores or leaving behind a heavy feel—making it a no-brainer for everyday use.
Tester feedback from commerce writer Lily Wohlner
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“This is my all-day, everyday essential for dry skin. Whenever my barrier feels parched, it’s the first thing I reach for—it instantly plumps and hydrates for hours. I’ve recommended it to so many friends looking for a rich moisturizer that never feels heavy, and the feedback is always the same: They repurchase as soon as it runs out. It’s been front and center on my vanity for three years, and I have no plans to ever change that.” —Lily Wohlner, commerce writer
More to know
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- Key ingredients: ceramides, glycerin
- Who it's for: all skin types, even acne-prone skin
- Fragrance-free: yes
Best Moisturizer for Oily Skin: Anua PDRN Hyaluronic Acid 100 Moisturizing Crea
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Anua
PDRN Hyaluronic Acid 100 Moisturizing Crea
Amazon
Felbin applying the Anua PDRN Hyaluronic Acid 100 Moisturizing Cream
Sarah Felbin
Why it’s worth it: If you prefer lightweight hydration (hi, oily skin!), Anua’s PDRN Hyaluronic Acid 100 Moisturizing Cream nails it. The gel-cream sinks in instantly, leaving skin looking fresh, smooth, and softly luminous. Its formula blends PDRN—short for polydeoxyribonucleotide, a compound derived from salmon sperm DNA that’s been studied for its regenerative and healing properties—hyaluronic acid, and hydrolyzed collagen to help boost hydration and support smoother-looking skin over time, while glycerin draws moisture in, aloe curbs inflammation, and squalane helps seal it all in. The result? Long-lasting hydration with a barely-there feel.
Felbin before applying the Anua PDRN Hyaluronic Acid 100 Moisturizing Cream
Sarah Felbin
Felbin after applying the Anua PDRN Hyaluronic Acid 100 Moisturizing Cream
Sarah Felbin
Tester feedback from Felbin
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“My perfect moisturizer is lightweight, non-greasy, and deeply hydrating. This one from Anua checks every box. As the thin cream sinks in, it gets to work, moisturizing my sensitive skin (dry, flaky patches and all) while giving me a great glow. I also love that it comes in an easy-to-squeeze tube, so I don't have to stick my fingers into a jar of cream.” —Sarah Felbin, senior commerce editor
More to know
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- Key ingredients: PDRN, hydrolyzed collagen, hyaluronic acid, glycerin, squalane, aloe
- Who it’s for: oily skin
- Fragrance-free: yes
Best Mineral Sunscreen: Koolsol by Knours Ultra Light Invisible Mineral Sunscreen SPF 50
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Koolsol by Knours
Ultra Light Invisible Mineral Sunscreen SPF 50
Amazon
Han applying the Koolsol by Knours Ultra Light Invisible Mineral Sunscreen SPF 50
Sarah Han
Why it’s worth it: Mineral sunscreens have a reputation for leaving behind a chalky cast—and honestly, that concern isn’t totally unfounded. Since zinc oxide starts as a white powder, completely invisible formulas on every skin tone are, quite frankly, impossible. (We also know tinted sunscreens aren’t for everyone!) Enter Koolsol by Knours Ultra Light Invisible Mineral Sunscreen SPF 50, which comes impressively close to the real thing. Give it a good shake, apply, and you’ll notice how weightless it feels—more like a chemical SPF than a traditional mineral one. The formula is boosted with skin-friendly hydrators and soothers like cica, snow mushroom, aloe, and niacinamide, resulting in a finish that’s soft, smooth, and about as close to cast-free as mineral sunscreen gets.
Tester feedback from Han
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“I have never met a Korean mineral sunscreen—or any mineral sunscreen, especially untinted—that has this close to the feel of a chemical sunscreen. As you probably know, no mineral sunscreen can be 100% cast-free (zinc oxide starts as a white powder, after all!), but Koolsol Ultra Light Invisible Mineral Sunscreen SPF 50 leaves my complexion looking almost indiscernibly the same. I only notice the teeniest tinge of cast in real life, but I honestly don't think an observer would. (My boyfriend, who looks at my face quite a lot, couldn't tell!) It applies so elegantly, like a lightweight moisturizer, and leaves my skin looking dewy, but not overly so. I'd never thought I'd say such a thing, but I think I even prefer this mineral option over Knours' chemical SPF (which is also nice, to be fair)!” —Sarah Han, commerce editor
More to know
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- Key ingredients: zinc oxide (10%), niacinamide, snow mushroom, aloe, cica
- Who it's for: all skin types, especially those sensitive to chemical SPFs
- Fragrance-free: yes
Best Chemical Sunscreen: Round Lab Birch Moisturizing Sunscreen UVLock SPF 45+
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Round Lab
Birch Moisturizing Sunscreen UVLock SPF 45+
Amazon
Allure contributing commerce writer Christa Joanna Lee applying the Round Lab Birch Moisturizing Sunscreen UVLock SPF 45+
Christa Joanna Lee
Why it’s worth it: After the massive success of Round Lab’s Birch Moisturizing Sunscreen, expectations were high for the FDA-approved UVLock version—and the brand delivered. The texture is smooth, lightweight, and easy to spread, making it a dream to wear alone or layered under makeup. Claire Chang, MD, a board-certified dermatologist in New York City, is a fan, too, thanks to hydrating staples like hyaluronic acid and glycerin, plus antioxidant protection from niacinamide. “It blends in easily and layers beautifully with other skin-care products and makeup,” Dr. Chang e told Allure. The addition of birch sap, panthenol, and purslane extract helps calm and soothe, making it especially appealing for easily irritated skin.
Tester feedback from contributing commerce writer Christa Joanna Lee
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"I can’t believe it took me this long to try the Round Lab Birch Moisturizing Sunscreen. Now I fully get the hype. It disappears instantly, makes my skin feel hydrated thanks to the birch sap, and honestly, my only complaint is that it doesn’t come in a jumbo bottle so I can slather it everywhere." —Christa Joanna Lee, contributing commerce writer
More to know
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- Key ingredients: avobenzone, homosalate, octisalate, birch tree sap, niacinamide, glycerin (no percentages of UV filters listed)
- Who it's for: all skin types
- Fragrance-free: yes
Best Gel Cleanser: Mixsoon PDRN Collagen Gel Cleanser
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Mixsoon
PDRN Collagen Gel Cleanser
Amazon
Why it’s worth it: If your skin barrier is feeling raw or irritated, Mixsoon’s PDRN Collagen Hydrating Gel Cleanser gently cleanses without stripping, using moisture-binding ingredients like glycerin, sorbitol, and a trio of hyaluronic acids to keep skin soft and plump post-rinse. Its standout rice-derived PDRN (salmon, who?) is paired with collagen extract, fermented soybean, and peptides to support and replenish stressed skin. The formula effectively lifts away daily buildup while helping your barrier stay calm, hydrated, and balanced.
Han applying the Mixsoon PDRN Collagen Gel Cleanser
Sarah Han
Han after applying the Mixsoon PDRN Collagen Gel Cleanser
Sarah Han
Tester feedback from Han
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“I have combo skin, but depending on the cleansers I use, my skin can definitely feel tight and uncomfy after my usual nighttime double cleanse (I really take my time to very thoroughly massage in my cleansing oil or balm, too). In my experience, gel cleansers are least likely to strip my skin, and Mixsoon's PDRN Collagen Hydrating Gel Cleanser is no exception. It feels so incredibly soothing on my skin, and I do feel the hydrating benefits from PDRN, hyaluronic acid, collagen, and peptides. While no wash-off product is going to be intensely hydrating, I can always count on this one to keep my complexion happy and balanced. P.S. I also like that Mixsoon discloses the pH, which at 5.5, is very similar to our skin's natural pH and thus unlikely to cause irritation.” —Sarah Han, commerce editor
More to know
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- Key ingredients: rice-derived PDRN, collagen, peptides
- Who it’s for: all skin types
- Fragrance-free: yes
Best Eye Patches: Abib Collagen Eye Patches
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Abib
Collagen Eye Patches
Amazon
Why it’s worth it: Abib’s Collagen Eye Patches are basically eight hours of sleep in undereye mask form. Whether you use them in the morning or before bed, they help tackle puffiness, dark circles, eye bags, and crow’s feet for smoother, more refreshed-looking skin. In addition to ‘ol faithfuls such as hyaluronic acid, ceramides, and vegan collagen, the formula features jericho rose—a.k.a. the “resurrection plant,” which can survive in extreme desert environments by locking in water—so it’s no surprise these jelly-like patches flood your delicate undereyes with hydration. While they’re mainly designed for the undereyes, you can also place them on your forehead, neckline, or smile lines—wherever your skin needs extra love. Thanks to their winged shape and lightly embossed texture, they stay put and feel comfortable—so you can walk around, multitask, or sip your morning coffee while they do their thing.
Tester feedback from Han
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“I’m all about retinal—and really, most vitamin A derivatives, but mostly retinal because of its effectiveness. I’ve been sheetmasking way more regularly in the colder months (my skin craves hydration, hydration, hydration!), and I love popping in a pair of these Abib retinal patches underneath a soothing sheet mask for added undereye-firming benefits. A major plus? I can plop on my patches a tad closer to my lower lashline than a sheet mask can—that little space matters to me! These particular patches are slightly textured, too, so they stay off impressively well, especially compared to other (more slippery) masks I’ve tried.” —Sarah Han, commerce editor
More to know
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- Key ingredients: jericho rose, vegan collagen, hyaluronic acid, ceramides
- Who it’s for: all skin types
- Fragrance-free: yes
Best Eye Cream: Beauty of Joseon Revive Eye Cream Ginseng + Retinal
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Beauty of Joseon
Revive Eye Cream Ginseng + Retinal
Amazon
Han applying Beauty of Joseon Revive Eye Cream Ginseng + Retinal
Sarah Han
Why it's worth it: You may know Beauty of Joseon for its viral sunscreen, but don't sleep on (literally!) the Revive Eye Cream Ginseng + Retinal. Puffy undereyes meet their match, thanks to anti-inflammatory ginseng. We’re not the only fans, by the way. "I love the ultra-nourishing and soothing formula with the added (gentle) kick of retinal," says cosmetic chemist Ramón Pagán. But what is retinal, anyway? As Hee Jin Koh, MD, a board-certified dermatologist based in New Jersey, explains, "Retinal only requires a one-step conversion to the active form of retinoid acid, unlike retinol, which requires a two-step conversion." In layman's terms, retinal works faster and is less irritating than retinol.
Tester feedback from Han
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"I'm unconvinced eye creams provide long-term, visible results (e.g. minimizing the look of fine lines) without retinoids involved. Beauty of Joseon's Revive has been a staple in that regard. The custardy formula absorbs almost immediately and makes my undereyes look refreshed and slightly brighter. I even dab some onto my forehead lines (not super noticeable as of now, but you can't be too preventative)." —Sarah Han, commerce editor
More to know
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- Key ingredients: retinal, ginseng, glycerin, niacinamide
- Who it's for: anyone who wants to address/help prevent fine lines, those sensitive to regular retinol
- Fragrance-free: yes
Best Soothing Serum: Skin1004 Madagascar Centella Probio-Cica Intensive Ampoule
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Skin1004
Madagascar Centella Probio-Cica Intensive Ampoule
Amazon
Allure contributing commerce editor Deanna Pai applying Skin 1004 Madagascar Centella Ampoule
Deanna Pai
Why it’s worth it: Skin that’s constantly dealing with irritation, breakouts, or environmental stress needs products that know how to get down to business. Featuring Centella asiatica (a.k.a. cica), which has long been used in Asian medicine and skin care for its calming, repairing properties—and in modern times where pollution and sensitivity go hand in hand—Skin1004’s Madagascar Centella Probio-Cica Intensive Ampoule excels in soothing irritated complexions. Shari Marchbein, MD, a board-certified dermatologist in New York City, told Allure that the ingredient is naturally packed with amino acids, fatty acids, antioxidants, and vitamins that help support smoother texture, better hydration, firmer-looking skin, and fewer blemishes.
Where the brand switches it up, though, is with its sourcing. Skin1004 relies on Madagascar (an island praised for its biodiversity) for its key ingredient, cica, and thenferments the botanical to enhance its soothing and barrier-repairing—making it a smart pick for stressed, reactive, or breakout-prone skin.
Tester feedback from contributing commerce editor Deanna Pai
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“This soothed my breakout-prone skin and even seemed to take down the redness of an active zit. After applying this before bed, I woke up to brighter, clearer skin.” —Deanna Pai, contributing commerce editor
More to know
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- Key ingredients: fermented cica, cica, madecassic acid, asiaticoside, asiatic acid, ceramide NP
- Who it’s for: acne-prone skin
- Fragrance-free: yes
Best Cleansing Oil: Ma:nyo Factory Cleansing Oil
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Ma:nyo
Factory Cleansing Oil
Amazon
Allure senior news editor Nicola Dall’Asen using Manyo Factory Cleansing Oil
Nicola Dall'Asen
Why it's worth it: Korean cleansing oils are elite—they never feel overly heavy or pore-clogging, even after they've been swiftly washed down the drain. Apply Ma:nyo Factory's Cleansing Oil to dry skin and give yourself a gentle massage, rubbing the formula in circular motions to break down every last bit of makeup and sunscreen before emulsifying with a bit of water, and then washing it off completely. Once you try it for yourself, you'll quickly understand why it earned a spot on Olive Young's (a.k.a. the Sephora of South Korea) 2025 Awards List (and 2024, 2023…and so on) , which compiles the year’s best-selling products across skin care, makeup, hair care, and more.
Tester feedback from senior news editor Nicola Dall’Asen
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"Oil cleansing for a few minutes every single night has taken my skin from good to great, and Ma:nyo's Pure Cleansing Oil has been my go-to. When my pores are particularly clogged, I can physically feel the sebum and dirt coming out after rubbing a couple of pumps of this gentle formula into my skin. It's the only reason my facialists are always telling me there's no need for extractions." —Nicola Dall’Asen, senior news editor
More to know
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- Key ingredients: argan kernel oil, jojoba seed oil, olive oil
- Who it's for: people who wear makeup, people concerned with blackheads
- Fragrance-free: yes
Best Daytime Sheet Mask: Dr. Jart+ Cryo Rubber Lifting Mask
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Dr. Jart+
Cryo Rubber Lifting Mask
Amazon
Why it’s worth it: Dr. Jart+’s Cryo Rubber Lifting Mask might make you look like a transformer while it’s on, but the results are worth it. In just 20 minutes, skin looks more hydrated and visibly lifted. It’s a serum-and-mask duo: Smooth the included ampoule onto skin first, then seal it in with the two-piece rubber mask and let it work its magic.
The mask feels instantly cooling—part of what gives skin that fresh, lifted look—and it’s packed with smoothing peptides and adenosine to help support firmness. Once time’s up, finish with the rest of your routine and get on with your day. It also comes in three versions (hydrating, brightening, and calming for redness), so you can choose the one that best suits your skin concerns.
Han applying the Dr. Jart+ Cryo Rubber Lifting Mask
Han removing the Dr. Jart+ Cryo Rubber Lifting Mask
Sarah Han
Tester feedback from Han
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“Dr. Jart+ is a sheet mask OG brand for me, and I’ve been loving its gel masks as of late because they have a pre-mask ampoule that is super juicy and hydrating—I really feel like the mask helps push the product into my skin. The colors are fun, too, I admit! Who doesn’t love a pink, blue, green, or yellow moment? You can’t go wrong with any of the peptide-infused formulas—here, you see the Soothing iteration, which is chock-full of allantoin, one of my favorite, you guessed it, soothing ingredients (alongside cica, of course). Redness, goodbye!” —Sarah Han, commerce editor
More to know
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- Key ingredients: peptides, adenosine, vitamin E (Step 1); glycerin, allantoin (Step 2)
- Who it’s for: those with fine lines, wrinkles, or dullness that need a pick-me-up
- Fragrance-free: no
Best Peel-Off Mask: Medicube Collagen Night Wrapping Mask
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Medicube
Collagen Night Wrapping Mask
Amazon
Allure features director Dianna Mazzone Singh peeling off the Medicube Collagen Night Wrapping Mask
Dianna Singh
Why it's worth it: The Korean mask hype is real and well-deserved, and the TikTok-viral Medicube Collagen Night Wrapping Mask is proof. (Also, it’ll probably fare better for restless sleepers.) Apply an even layer across your entire face, wait around 15 minutes for the mask to dry, and then snooze away. While you're off in dreamland, all these good-for-skin ingredients—niacinamide, hyaluronic acid, collagen extract, and ceramide NP—sink in to make your skin look like a dewy dumpling and boost elasticity. Come morning, gently peel off your mask and rinse off any remaining pieces with lukewarm water.
Tester feedback from features director Dianna Singh
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"The way my skin looks with a layer of Medicube Collagen Night Wrapping Mask is exactly how I want my skin to look without it: glassy, glowy, and clear. And with each overnight—yes, overnight—application of its niacinamide- and hyaluronic acid-infused formula, I get a little bit closer to that goal. I've been using it once or twice a week, and never cease to be delighted by the satisfaction of peeling it away in the morning." —Dianna Singh, features director
More to know
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- Key ingredients: niacinamide, hyaluronic acid, glycerin, collagen extract, ceramide NP
- Who it's for: everyone who doesn't mind a peel-off mask
- Fragrance-free: yes
Best Clay Mask: Innisfree Super Volcanic Pore Clay Mask
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Innisfree
Super Volcanic Pore Clay Mask
Amazon
Why it’s worth it: If congested pores and excess oil are your main concerns, a clay mask is one of the fastest ways to reset your skin. Innisfree’s Super Volcanic Pore Clay Mask uses mineral-rich clay to absorb buildup and shine, clearing pores in its wake. The formula also includes lactic acid, a gentle exfoliant that helps sweep away dead skin cells and encourages fresher skin to surface, which Aegean Chan, MD, a board-certified dermatologist based in Santa Barbara, told us prevents pore blockages that lead to breakouts. Unlike some clay masks that leave skin feeling tight, lactic acid mimics a "naturally occurring group of molecules found in our skin that helps to hydrate and maintain the skin barrier,” Dr. Chan says. It’s also a natural humectant, which means it attracts water to the skin! The result is a cooling, wash-off treatment that helps minimize the look of pores, blackheads, and oil, while keeping skin calm—all for under $20.
Pai before using the Innisfree Super Volcanic Pore Clay Mask
Deanna Pai
Pai after using the Innisfree Super Volcanic Pore Clay Mask
Deanna Pai
Tester feedback from Pai
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"I'm not a hydration girlie. Instead, I look for masks that can suck the gunk out of my pores with abandon, and this mask does exactly that. What makes it great isn't just the combo of bentonite and kaolin clays, but the addition of volcanic ash and lactic acid for dual exfoliation. I liked that I got a little scrubbing action as I was rinsing it off—and my skin looked way more even and radiant after just one use." —Deanna Pai, contributing commerce editor
More to know
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- Key ingredients: volcanic ash clusters, lactic acid, bentonite, kaolin, walnut shell powder
- Who it’s for: people with acne-prone, oily skin
- Fragrance-free: yes
Best Hyaluronic Acid Serum: Torriden Dive In Low-Molecular Hyaluronic Acid Serum
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Torriden
Dive In Low-Molecular Hyaluronic Acid Serum
Amazon
Han applying Torriden Dive In Low-Molecular Hyaluronic Acid Serum
Sarah Han
Why it's worth it: Trust us, this isn't any run-of-the-mill HA serum. Torriden's take, a.k.a. The Dive In Low-Molecular Hyaluronic Acid Serum, has a 5D Hyaluronic Acid Complex, which means it’s formulated with five types of HA molecules that penetrate your skin at different levels for instant and long-lasting hydration. Panthenol and allantoin provide extra hydration and soothing benefits. It's also lightweight enough that you can mix it with another serum of your choosing—including cushioning your usual retinol serum to minimize irritation.
Tester feedback from Han
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"There's something oh so satisfying about this serum's silky texture. It dries down almost immediately, and my skin always feels bouncier with each application. At nighttime, I often pair it with my retinol serum to offset any dryness." —Sarah Han, commerce editor
More to know
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- Key ingredients: hyaluronic acid (five types across high, medium, and low weights), panthenol, and allantoin
- Who it's for: everyone
- Fragrance-free: yes
Best Retinol Serum: Iope Retinol Super Bounce Serum
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Iope
Retinol Super Bounce Serum
Amazon
Han applying Iope Retinol Super Bounce Serum
Sarah Han
Why it's worth it: Iope’s Retinol Super Bounce Serum blends a gentle yet effective proprietary Granactive Retinol—a stabilized retinoid complex—with soothing cypress leaf extract to soften signs of aging and boost bounciness in your skin. The serum’s formula activates quickly, releasing encapsulated retinol gradually to reduce irritation while maintaining all of its potent goodness. Just apply a pump or two in the morning and evening, follow with SPF, and you're all set.
Tester feedback from Han
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“In my 30s, I've committed to applying retinol serum every night to continue aging gracefully. (Ever heard of Asian don’t raisin?) A lot of formulas don’t jive with my skin, but Iope has yet to let me down. I first fell in love with the Best of Beauty-winning Retinol Expert before switching over more regularly to Retinol Bounce—because I find that I like the slippier texture more, and it feels slightly more hydrating. Retinol Bounce melts into my skin, and my complexion is noticeably plumper after the fact. I think my moisturizer absorbs better, too.” —Sarah Han, commerce editor
More to know
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- Key ingredients: pure retinol, encapsulated retinol, granactive retinoid, Bio-Seletinoid, Lactobacillus ferment
- Who it's for: anyone who wants to target fine lines and texture
- Fragrance-free: yes
Best Vitamin C Serum: Dr.Althea Vitamin C Serum
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Dr. Althea
Vitamin C Serum
Amazon
Why it's worth it: Dr.Althea's Vitamin C Boosting Serum provides a double dose of brightening power with its tag-team of 63% vitamin C (via hippophae rhamnoides water, a sea buckthorn derivative) and tranexamic acid. Say goodbye to stubborn discoloration and dullness without any harsh side effects—thanks to hyaluronic acid, allantoin, and cica. If you do have particularly sensitive skin, give the Gentle Vitamin C Serum—which features a lower concentration of 20% vitamin C— a go.
Tester feedback from contributor Devon Abelman
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"Dr.Althea's Vitamin C Boosting Serum boasts eight types of hyaluronic acid and cica, alongside the main source of vitamin C, sea buckthorn (also known as Hippophae rhamnoides water). I really appreciate that there’s no off-putting scent and the silky formula absorbs instantly sans greasy residue—I can layer moisturizer and sunscreen with no problem."—Devon Abelman, contributor
More to know
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- Key ingredients: hippophae rhamnoides water (63%), allantoin, cica, tranexamic acid, hyaluronic acid
- Who it's for: people with dark spots and dullness
- Fragrance-free: yes
Best Lip Balm/Mask: Laneige Lip Sleeping Mask
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Laneige
Lip Sleeping Mask
Amazon
Former Allure shopping market editor Angela Trakoshis applying Laneige Lip Sleeping Mask
Angela Trakoshis
Why it's worth it: Laneige's Lip Sleeping Mask is an all-time Allure editor-favorite—and it took home a 2024 Readers' Choice Award, proving it's a go-to among readers, too. This buttery formula softens and plumps lips overnight thanks to a moisture-boosting blend of coconut oil, murumuru seed butter, and shea butter. (Laneige also offers a lighter daytime balm, but you can also use this mask during the day for a heavier-duty option.) Plus, vitamin C makes an appearance to provide lasting protection against free radicals and environmental aggressors.
Tester feedback from former shopping market editor Angela Trakoshis
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"It moisturizes lips for hours on end—no reapplication needed. I apply the smallest amount of this stuff on my dry lips at night and am guaranteed to wake up with soft, hydrated lips in the morning.” —Angela Trakoshis, former shopping market editor
More to know
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- Key ingredients: coconut oil, murumuru seed butter, shea butter, vitamin C
- Who it's for: everyone
- Fragrance-free: no
Best Overnight Sheet Mask: Biodance Bio-Collagen Real Deep Mask
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Biodance
Bio-Collagen Real Deep Mask
Amazon
Lee applying the Biodance Bio-Collagen Real Deep Mask
Christa Joanna Lee
Why it's worth it: The talk of the K-beauty town? Biodance Bio-Collagen Real Deep Mask. This incredibly soothing gel mask substitutes regular ‘ol hyaluronic acid with oligo-hyaluronic acid, which the brand says penetrates and hydrates more deeply (because of its lower molecular weight) than the former. That’s not all: Low-molecular collagen helps refine enlarged pores, smooth the look of fine lines, and boost your skin with the bounciness it deserves. While many of you have heard about the overnight mask of it all, you don't necessarily need to leave it on all night (especially if you're a side sleeper or toss and turn). But, for the best results, give it three to four hours—or until the mask turns transparent, so you know everything has fully soaked into your skin. Maximum glowiness is the name of the game, and Biodance has a winner.
Lee immediately after applying the Biodance Bio-Collagen Real Deep Mask
Christa Lee
Lee immediatley after removing the Biodance Bio-Collagen Real Deep Mask
Christa Lee
Tester feedback from Lee
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“This jelly-like hydrogel mask is very slippery, so fair warning: Don’t try to throw it on while you’re in a rush. Once it’s in place, though, it feels incredibly cooling and refreshing, which is exactly what I want at the end of a long day, and it sticks nicely to the curves of my face. I usually reach for cloth or fiber masks that are dripping with serum for that instant hit of hydration, but this one stayed plenty saturated and did a great job plumping up the dry spots on my cheeks and forehead where fine lines tend to pop when my skin’s feeling thirsty.” —Christa Joanna Lee, contributing commerce writer
More to know
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- Key ingredients: low-molecular collagen, galactomyces, oligo hyaluronic acid, and niacinamide
- Who it's for: everyone who likes a sheet mask
- Fragrance-free: yes
Best Leave-On Mask: Sulwhasoo Overnight Vitalizing Mask
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Sulwhasoo
Overnight Vitalizing Mask
Amazon
Why it's worth it: If your skin's feeling extra dry and chapped, swap your usual moisturizer for a richer treatment like Sulwhasoo's Overnight Vitalizing Mask. This nighttime leave-on locks in moisture to reinforce and strengthen your barrier all night long—and all of the next day. Jujube and pomegranate extracts, the two hero ingredients that make up the brand's Nutritive Red Elixir, are full of antioxidants to help soothe and repair skin. Gently rinse off in the morning with lukewarm water, and et voila, you’re glowing.
Lee applying the Sulwhasoo Overnight Vitalizing Mask
Christa Joanna Lee
Lee after applying the Sulwhasoo Overnight Vitalizing Mask
Christa Joanna Lee
Tester feedback from Lee
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“The texture feels incredibly indulgent and luxe as it goes on—it feels like such a treat for my sensitive skin prone to dryness. It absorbs beautifully, leaving just a hint of dewiness, but never in that uncomfortable, hair-sticking-to-your-face way. By morning, there wasn’t a trace of residue—I even forgot to wash it off—and my skin was unbelievably soft, supple, and deeply hydrated. Cold weather doesn’t stand a chance against this mask.” —Christa Joanna Lee, contributing commerce writer
More to know
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- Key ingredients: jujube and pomegranate extracts, glycerin, squalane, shea butter
- Who it's for: everyone, especially those with dry skin
- Fragrance-free: no
Best Cleansing Balm: Banila Co Clean It Zero Cleansing Balm
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Banila Co
Clean It Zero Cleansing Balm
Amazon
Why it's worth it: No list of popular Korean skin-care products is complete without Banila Co's Clean It Zero Cleansing Balm, which sells one jar every few seconds globally. Similar to oil cleansers, this sherbet-like solid should be applied to dry skin and thoroughly massaged in—this is where it melts into a smooth oil—to break down all of the makeup (waterproof and otherwise) and dirt accumulated from the day. Spiked with antioxidant-rich vitamins C and E, it's impossibly gentle and never leaves skin feeling stripped, making it the perfect first step to any double-cleansing routine.
P.S. If you have specific skin concerns, like blackheads, the balm is also available in Clarifying, Calming, Brightening, and Nourishing versions.
More to know
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- Key ingredients: acerola berry (rich in vitamin C), vitamin E
- Who it's for: people who wear sunscreen (so, theoretically, everyone!) and/or makeup
- Fragrance-free: no
Best Cream Cleanser: The Face Shop Rice Water Bright Foaming Cleanser
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The Face Shop
Rice Water Bright Foaming Cleanser
Amazon
Why it's worth it: To cap off your double cleanse, follow up with a water-based face wash like The Face Shop's Rice Water Bright Facial Foaming Cleanser. True to its name, this cream-to-foam formula features rice water (rich in vitamins A, B, and E) to provide a mild, brightening cleanse. In short, expect glowing skin that feels nourished, not tight, and provides a clean slate for the rest of your skin-care products to work their magic (and absorb properly).
More to know
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- Key ingredients: rice water, rice bran oil, soapwort extract (natural surfactant)
- Who it's for: everyone
- Fragrance-free: no
Best Color-Correcting Cream: Erborian CC Red Correct
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Erborian
CC Red Correct
Amazon
Why it's worth it: You get the best of both worlds with Erborian CC Red Correct. Powered by soothing cica and moisturizing glycerin, this skin care-makeup hybrid applies green but adjusts to match your complexion, blurring texture and tamping redness. You may even skip your usual concealer, saving you precious time during rushed mornings. There's a bonus SPF 25 to boot, but as always, we encourage you to apply a standalone sunscreen with SPF 30 or higher.
More to know
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- Key ingredients: cica, glycerin, octinoxate (6%), octisalate (2%), titanium dioxide (2.34%), zinc oxide (3.84%)
- Who it's for: people who have redness, acne-prone skin
- Fragrance-free: no
Best Exfoliator: Amorepacific Treatment Enzyme Peel
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AmorePacific
Treatment Enzyme Peel
Amazon
Why it's worth it: If the word "peel" usually has you (and your sensitive skin) running for the hills, Amorepacific's Treatment Enzyme Peel is about to change your perception. Unlike typical at-home peels, this is a gentle exfoliating powder that, when mixed with water, turns into a weightless cleansing foam that hugs your face. Plant-derived enzymes derived from green tea deep cleanse pores, removing dirt and dead skin cells that can dull your glow. You can use it daily, or as often as you'd like. Simply dispense a quarter-size amount of powder into your palm, add a bit of water to emulsify, and massage the now-foamy formula into your skin.
More to know
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- Key ingredients: green tea-derived probiotic enzymes, allantoin, hyaluronic acid, cotton extract
- Who it's for: anyone who wants a deep cleanse
- Fragrance-free: no
Frequently Asked Questions
What are the biggest Korean skin-care trends for 2026?
According to New York City-based dermatologist Jane Yoo, MD, 2026 is the year of Korean skin care, and these are some of the areas you can expect to see the biggest innovations:
Fermented Ingredients:
Korean skin care prioritizes ultra-gentle, sensitive-skin-friendly formulas featuring fermented ingredients like ceramides, postbiotics, and cica (short for Centella asiatica), which will continue to dominate daily routines as they promote barrier repair and long-term skin health.
Clinically Proven Actives:
Driven by the growing interest in K-beauty professional procedures, Dr. Yoo expects continued demand for pre- and post-procedure care as well as products that deliver results comparable to clinical treatments. “I think we will see different delivery systems being employed to have actives penetrate the skin barrier and increase the efficacy of products,” she says.
PDRN:
If you haven’t heard of it yet, PDRN is a DNA-based compound—often sourced from salmon sperm—known for stimulating collagen, boosting hydration and elasticity, and calming inflammation. It’s having a major moment in skincare, showing up in everything from collagen creams to serums. According to Dr. Yoo, expect even more options soon, including vegan formulations and combinations with other powerhouse ingredients like retinol and antioxidants. FYI: Dr. Yoo warns that Injections of PDRN are illegal by the FDA, and there have been side effects and complications from healthcare professionals permanently scarring skin. So, make sure you’re only applying it topically.
Bioactive peptides:
Bioactive peptides—short chains of amino acids that can send specific signals to skin cells to stimulate collagen, support repair, and improve elasticity—are now finding their way into regular consumer formulations due to demand for professional-level results at home. Dr. Yoo says that delivery systems that enhance penetration and efficacy will be key here.
Lightweight sunscreen:
“Everyone is obsessed with Korean sunscreens,” says Dr. Yoo. With the forthcoming FDA approval of Parsol Shield (a new broad-spectrum UV filter that results in lighter formulations), there will come a slew of “wonderful, diverse, and inclusive sunscreen options headed our way,” she says.
Meet the experts
- Claire Chang, MD, a board-certified dermatologist in New York City
- Hee Jin Koh, MD, a board-certified dermatologist based in Clifton, NJ
- Jane Yoo, MD, a board-certified dermatologist based in New York City
- Ramón Pagán, a cosmetic chemist
How we test and review products
When Allure tests a product, our editors look at it from every angle in an effort to best serve you. We review ingredients, scrutinize brand claims, and, when necessary, examine peer-reviewed scientific and medical studies. In addition to testing each and every product that's included in each and every review, we rely on experts who shape their fields, including dermatology, cosmetic chemistry, and medicine, to help us vet the ingredients and formulas.
For our list of the best Korean skin care on Amazon, we considered each product's performance across five primary categories: product ingredients and efficacy, packaging, fragrance, texture, and product wear. Every product was determined to have excelled in each category by our editorial team, which is composed of in-house writers and editors as well as contributors—along with special consideration from dermatologists. To learn more information on our reporting and testing processes, read our complete reviews process and methodology page.
Our staff and testers
A beauty product is a personal purchase. You might be searching for a face cream to address persistent dryness or a new nail product to add to your Sunday self-care routine; you may simply be browsing around for the latest launches to hit the hair market. No matter what you seek or your individual needs and concerns, Allure wants to ensure that you love anything we recommend in our stories. We believe that having a diverse team of writers and editors—in addition to the wide range of outside testers and industry experts we regularly call upon—is essential to reaching that goal.
After all, can we really say a skin-care product is the "best" for people over 50 if the only testers we've solicited opinions from folks who have yet to hit 30? Can we honestly deem a high-end diffuser worthy of your hard-earned cash if it's never been tested on curls? We're proud that our staff spans a wide range of ages, skin tones, hair textures, genders, and backgrounds, which means that we are able to fairly assess any beauty product that comes into the beauty closet.
Kim Kardashian’s Teased-Up Hair Is So Fran Fine—Watch the Video
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"She was working in a family boutique in Calabasas" doesn't have the same ring to it as “working in a bridal shop in Flushing, Queens," but Kim Kardashian's teased-up hairstyle would be right at home on a remake of the '90s classic sitcom The Nanny regardless.
Fran Fine is an irreplaceable beauty icon, what with her voluminous, backcombed bouffants, headbands, and lipstick, and Kardashian absolutely channeled the titular nanny for her recent visit to sister Khloé's podcast Khloé in Wonderland. For the sisterly chat, Kardashian wore her hair pulled tightly back from her face with all the volume concentrated right at the crown of her head, similar to a ‘60s-style bouffant like those worn by Priscilla Presley back in the day and Lana del Rey in the 2010s. To really emphasize the sky-high volume, she wore a wide black leather headband placed just behind her hairline. The lengths were styled straight and worn long, flowing down to mid-back.
We know Fran would be all about the hairstyle, but we also think she'd be a fan of Kardashian's halter top and fur coat combo too. (And we know Fran loved a headband; she often wore the hair accessory with her teased styles.) The Skims founder finished off her throwback glam look with a warm, soft brown eye, a pink cheek and lip, and her signature short pinky-white nails. Khloé, on the other hand, kept things short and sweet, styling her bob in loose waves.
This isn't the first time Kardashian has flirted with a retro aesthetic. For the holidays, she went for a coquettish vibe by accenting her fluffy curls with a sweet ivory satin bow. Rumors of a The Nanny remake have quieted in recent years, but if they ever decide to make it happen, Kardashian should definitely make a cameo.
Watch the interview below:
Our Favorite Drugstore Shampoos Make Our Hair Look Expensive
Collage: Paula Balondo; Source images: Courtesy of brands, Allure editorsSave this storySave this story
The best drugstore shampoos have been a trending beauty topic since they blew up our For You pages last year, and we're still shopping these yesteryear favorites. You also may have clocked that sulfates and silicones—once ingredients to avoid, especially in the wake of the “clean beauty” movement—are now being revered for making hair extra shiny and suds extra sudsy. So, what’s the deal? And if you’re opting for budget hair care, what’s the best of the bunch? We spoke to editors and experts to get the lowdown on drugstore shampoos, how they compare to high-end options, and how to pick the right one for you.
Our Top Drugstore Shampoos
- Best Overall: Pantene Extreme Damage Care Regenerative Oil Blend Shampoo, $10
- Best for Dandruff: Head & Shoulders Classic Clean Dandruff Shampoo, $4
- Best for Oily Hair: Eva NYC Take Care Healthy Hair Shampoo, $14
- Best for Coily Hair: Camille Rose Curl Love Shampoo, $13
- Best for Fine Hair: Odele Volumizing Shampoo, $12
- Best for Kinky Hair: Creme of Nature Argan Oil from Morocco Sulfate-Free Moisture & Shine Shampoo, $5
- Best for Damaged Hair: L’Oréal Paris Elvive Total Repair 5 Shampoo, $10
- Best for Sensitive Scalps: CeraVe Anti-Dandruff Hydrating Shampoo, $11
- Best for Frizzy Hair: Kristin Ess The One Signature Shampoo, $12
- Best for Color-Treated Hair: Biolage Professional Hair Spa Color Last Shampoo, $26
Frequently Asked QuestionsLargeChevron
- Is there a difference between drugstore shampoo and higher-end shampoo?
- Are silicones bad for your hair?
- How should I choose a drugstore shampoo?
- Meet the experts
- How we test and review products
- Our staff and testers
Best Overall: Pantene Extreme Damage Care Regenerative Oil Blend Shampoo
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Pantene
Extreme Damage Care Regenerative Oil Blend Shampoo
Amazon
Walmart
Why it’s worth it: If you have brittle, dry, or coarse hair, chances are it’s damaged—and that’s where Pantene Extreme Damage Care comes in to save the day (and your strands). It houses argan and jojoba oil to nourish strands and hydrate them from the inside out, for softer strands that scream “We just left the salon," not “I'm thirsty.” Plus, it’s sulfate-free, so you never have to worry about it shortening the shelf life of your color, keratin treatments, or whatever else is behind your damage.
Allure senior beauty editor Jesa Marie Calaor before using the Pantene Extreme Damage Care Regenerative Oil Blend Shampoo
Jesa Marie Calaor
Calaor after using the Pantene Extreme Damage Care Regenerative Oil Blend Shampoo
Jesa Marie Calaor
Tester feedback from senior beauty editor Jesa Marie Calaor
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“Between the cold winter weather and my weekly heat-styling, my hair has been feeling crispy. This shampoo is one of the few that doesn’t make my hair feel stripped of moisture. It creates a thick lather that thoroughly clears my scalp of buildup. When I rinse it out, my hair doesn’t feel weak or stringy. And after using the Extreme Damage Care conditioner and letting my hair air dry, it feels way softer and bouncier." —Jesa Marie Calaor, senior beauty editor
More to know
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- Key ingredients: argan oil, jojoba oil
- Who it’s for: damaged hair types
- Size: 13.5 oz
- Sulfate-free: yes
Best for Dandruff: Head & Shoulders Classic Clean
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Head & Shoulders
Classic Clean Dandruff Shampoo
Walmart
Amazon (Jumbo 2-Pack)
Why it's worth it: A longtime Allure drugstore favorite, Head & Shoulders’ Bare Pure Clean Shampoo is a household name for anyone who’s dealt with dandruff. This light, freshly-scented shampoo regulates flakiness without stripping or drying, thanks to zinc pyrithione (ZPT), a mild antifungal agent that curbs yeast production that leads to flakes and irritation. With regular use, the active helps keep dandruff at bay while soothing dryness with every wash. And yes, you can use this shampoo on a normal basis: Hadley King, MD, a board-certified dermatologist based in NYC, told Allure that pyrithione zinc-infused formulations are gentle, making them great for regular use on sensitive scalps.
Allure senior news editor Nicola Dall’Asen before using the Head & Shoulders Classic Clean
Nicola Dall'Asen
Dall’Asen after using the Head & Shoulders Classic Clean
Nicola Dall'Asen
Tester feedback from senior news editor Nicola Dall’Asen
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“They say not to fix things that aren't broken, and this good old-fashioned Head and Shoulders dandruff shampoo is one of those things. I don't have much if any dandruff myself, but the fact that this formula is designed to treat it is what makes it the ultimate clarifying shampoo in my eyes. When my hair is drowning in product buildup (a common occurrence, given that I like to slick my hair back with tons of mousse and gel on the daily), I always double-wash with Classic Clean; once to degunk all that product, twice to target the oil and dirt at the scalp. Without fail, my hair turns out virtually weightless, shinier than before, and with a clean scalp that'll last me nearly a week if I'm careful not to overdo it on mousse again.” —Nicola Dall’Asen, senior news editor
More to know
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- Key ingredients: 1% zinc pyrithione
- Who it’s for: those with a flaky or easily irritated scalp
- Size: 13.5 oz ounces
- Sulfate-free: no
Best for Oily Hair: Eva NYC Take Care Healthy Hair Shampoo
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Eva NYC
Take Care Healthy Hair Shampoo
Amazon
Ulta Beauty
Allure commerce producer Sarah Hoffmann after using the Eva NYC Take Care Healthy Hair Shampoo
Sarah Hoffmann
Why it's worth it: A drugstore gem, Eva NYC makes an excellent shampoo (and conditioner) for those with oily hair who want a especially deep cleanse in one go. The Take Care Healthy Hair Wash strikes the perfect balance between bougie and budget (you'll find it at Ulta Beauty and CVS for easy access). Packed with nourishing amino acids and coconut-derived surfactants, it restores shine and hydration without stripping, delivering a weightless cleanse that leaves hair light, soft, and never weighed down. And fear not, blondes, brunettes, and every bun in between, it's safe for color-treated hair. As for the scent? A dreamy blend of ylang-ylang, bergamot, honeysuckle, lavender, and sandalwood transports you to an island escape.
Tester feedback from commerce producer Sarah Hoffmann
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"With curly hair, it's often recommended to wash your hair less frequently to preserve moisture and prevent drying out your already fragile strands. I try my best to adhere to an every two- or three-day schedule, but when life calls for frequent washing, I reach for Eva NYC's Take Care Healthy Hair Shampoo. It's a no-frills formula in the best way—just a solid, gentle cleanse. My hair is pretty fine and easily weighed down, so I can't use hydrating or bonding formulas too often, and clarifying shampoos are too harsh for everyday use. This shampoo is an effective cleanser and adds a touch of softness and shine, a true Goldilocks product." —Sarah Hoffmann, commerce producer
More to know
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- Key ingredients: amino acids, lactic acid
- Who it’s for: those with oily hair
- Size: 10 oz
- Sulfate-free: no
Best for Coily Hair: Camille Rose Curl Love Shampoo
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Camille Rose
Curl Love Shampoo
Walmart
Target
Why it’s worth it: Coily hair—with its tight corkscrew or S-shaped pattern—calls for a shampoo that sets the stage for the rest of your curl routine (because yes, it is a whole routine). Camille Rose Curl Love Shampoo gets hair truly clean without leading it into frizzy, dried-out territory. It purifies strands so they feel fresh and buildup-free, while still leaving behind the hydration coily hair craves.
To achieve this, the gently foaming, sulfate-free formula leans hard into moisture: Avocado oil helps reduce breakage, olive oil smooths frizz and softens even the thickest textures, and macadamia oil sinks into the hair shaft to balance oil levels and boost shine. For thicker textures, the brand recommends separating the hair before applying product to ensure every strand reaps the benefits. Then, massage with water until you have a deep suds and repeat if you want an extra squeaky clean feel.
Tester feedback from associate manager of audience development Melanie Curry
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“I love the Camille Rose Curl Love shampoo for its hydrating effects. My hair is very porous, so my cuticle absorbs water easily but is prone to dehydration. That’s why I need a moisturizing shampoo to lock in extra hydration, and this Camille Rose shampoo is it! It’s rich in avocado, olive, and macadamia oil, which provides extra hydration so my curls are replenished. Now I don’t use this shampoo for deep cleanses—I stick to a clarifying one for that—but this cleanser is the perfect weekly shampoo for us high porosity girls.” —Melanie Curry, associate manager of audience development
More to know
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- Key ingredients: avocado oil, olive oil, macadamia oil
- Who it’s for: dry, curly hair
- Size: 12 oz
- Sulfate-free: yes
Best for Fine Hair: Odele Volumizing Shampoo
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Odele
Volumizing Shampoo
Amazon
Ulta Beauty
Why it’s worth it: Pop open Odele’s Volumizing Shampoo and you’re hit with crisp notes of cucumber, oakmoss, and ylang-ylang. But it’s more than just a pretty-smelling shampoo: This lightweight formula adds volume and gently cleanses, lifting away buildup without stripping. Rice protein strengthens and plumps fine or flat strands, while caudatus seed extract delivers shine. Color-safe and sulfate-free, it leaves hair soft, full of body, and turns an everyday wash into a ritual you’ll actually look forward to.
Tester feedback from former content director Kara McGrath
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“Since I bleach my hair, I find a lot of volumizing shampoos don't work for me. Since the point of them is to lift your strands up, brands skip on any heavy moisturizing ingredients that might weigh them down instead. But I need that moisture for my poor, chemically fried blonde! With this shampoo, Odele seems to have found the perfect balance. When I use it alongside the conditioner, my hair looks shiny and healthy, but not flat.” —Kara McGrath, former content director
More to know
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- Key ingredients: rice protein, amino acids
- Who it’s for: those lacking volume
- Size: 13 oz
- Sulfate-free: yes
Best for Kinky Hair: Creme of Nature Argan Oil from Morocco Sulfate-Free Moisture & Shine Shampoo
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Creme of Nature
Argan Oil from Morocco Sulfate-Free Moisture & Shine Shampoo
Amazon
Walmart
Why it’s worth it: If your hair has an angular, more zigzag pattern (that can be less defined than coils), you already know your curls crave maximum moisture without the sulfates. Enter the 2025 Allure Best of Beauty Award-winning Creme of Nature Argan Oil from Morocco Sulfate-Free Moisture & Shine Shampoo, a formula that skips the usual drying culprits (alcohol, mineral oil, and petrolatum included) and leans on, you guessed it, argan oil—one of the richest hydrators out there. That way, it ensures curls are cleansed without compromising their natural texture or bounce.
Tester feedback from creative director Amber Venerable
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“This shampoo lathers so well with the tiniest drop and cleanses gently without stripping my hair of necessary oils." —Amber Venerable, creative director
More to know
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- Key ingredients: argan oil
- Who it’s for: those with curly, coily hair
- Size: 12 oz
- Sulfate-free: yes
Best for Damaged Hair: L’Oréal Paris Elvive Total Repair 5 Shampoo
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L’Oréal Paris
Elvive Total Repair 5 Shampoo
Amazon
Walmart
Why it’s worth it: Bouncy, hydrated hair that feels blowout-fresh isn’t easy to replicate at home—but the L’Oréal Paris Elvive Total Repair 5 Shampoo gets impressively close. “It targets dryness and damage to leave hair stronger, smoother, and healthier with regular use,” says New York City-based hairstylist Marc Ballance, who counts it as an affordable go-to. The formula blends sweet almond oil, lipids, and wheat protein to soften strands, boost shine, and help hair hold onto moisture, so even a few days post-wash, it still feels silky. Add in a rich lather and a fresh, garden-inspired scent, and wash day suddenly feels like a mini escape.
More to know
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- Key ingredients: argan oil
- Who it’s for: those with dry or damaged hair
- Size: 12 oz
- Sulfate-free: yes
Best for Sensitive Scalps: CeraVe Gentle Hydrating Shampoo
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CeraVe
Gentle Hydrating Shampoo
Amazon
Ulta Beauty
Why it’s worth it: If you’ve ever tried CeraVe’s Moisturizing Cream, you know it’s a drugstore MVP for delivering deep hydration without upsetting sensitive skin. The same goes for its the 2025 Allure Best of Beauty Award–winning Gentle Hydrating Shampoo, which uses barrier-protecting ceramides, hydrating hyaluronic acid, and calming niacinamide to gently cleanse the scalp of buildup, while locking in essential moisture. Fragrance- and sulfate-free, it’s safe for color-treated hair and leaves strands soft, healthy, and never stripped.
Tester feedback from Calaor
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“My scalp is fussy in between seasons: As soon as the weather starts to shift, it gets incredibly itchy and I get showered in flakes. I used to use coal tar shampoos, but they inevitably leave my strands feeling like straw and smelling like chemicals. This shampoo helps treat my dandruff without the stink, leaving it looking smooth and not feeling like straw.” —Jesa Marie Calaor, senior beauty editor
More to know
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- Key ingredients: hyaluronic acid, ceramides, niacinamide
- Who it’s for: those with dry, sensitive scalps
- Size: 12 oz
- Sulfate-free: yes
Best for Frizzy Hair: Kristin Ess The One Signature Shampoo
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Kristin Ess
The One Signature Shampoo
Amazon
Walmart
Why it's worth it: Kristin Ess's The One Signature Shampoo is suds for the people—shine-boosting, moisturizing, and always super clean-feeling. It features Zip-Up Technology, the brand's strengthening complex designed to mend split ends, sealing and protecting the cuticle and preventing all signs of frizz. Plus, it’s also packed with pro-vitamin B5, algae extract, mango seed butter, avocado oil, and castor seed oil to deliver serious nourishment straight to the hair shaft. The fragrance is equally luxe, blending ambrette seed, pear water, sandalwood, and white amber.
Tester feedback from senior commerce editor Sarah Felbin
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“I have thick hair and use a lot of hair products, so any shampoo in my shower has to give me a seriously deep clean. This one from Kristin Ess gets the job done—it suds up nicely and removes dry shampoo and curl cream buildup without drying my hair out. This is key for me because I always shampoo twice before using my conditioner of choice, so it's important that my shampoo isn't too stripping. I'm also obsessed with the scent—it's light and clean, but lasts for hours after my shower. The matching conditioner is pretty great, too!” —Sarah Felbin, senior commerce editor
More to know
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- Key ingredients: pro-vitamin B5, algae extract, mango seed butter, avocado oil, and castor seed oil
- Who it’s for: those with dry, frizz-prone hair
- Size: 10 oz
- Sulfate-free: yes
Best for Color-Treated Hair: Biolage Professional Hair Spa Color Last Shampoo
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Biolage
Professional Hair Spa Color Last Shampoo
Amazon
Ulta Beauty
Why it’s worth it: Stretching the time between salon visits doesn’t have to be nerve-wracking. Another 2025 Best of Beauty Award winner, Biolage's Professional Hair Spa Color Last Shampoo uses soybean oil and stearic acid to keep highlights bright, brunettes glossy, and reds vibrant long after your appointment. It doesn’t skimp on the salon experience, either—a clean, floral scent smells like a fresh blowout, while the formula leaves hair fresh, soft, and deeply cleansed. For blondes (and every shade in between) that fade too fast, consider this your new color insurance.
Tester feedback from senior director of commerce audience and analytics Lexi Herrick
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“This Biolage shampoo-and-conditioner combo has become one of my absolute staples. Its quality is unmatched, and every moment of applying this product screams salon luxury. It provides a thorough clean and deep-conditioning, smells amazing, and brightens my blonde almost instantly. As someone who has been actively trying to delay my highlights appointments, I can visibly see this product extending the life of my color over time.” —Lexi Herrick, senior director of commerce audience and analytics
More to know
LargeChevron
- Key ingredients: soybean oil and stearic acid
- Who it’s for: those with color-treated hair
- Size: 13.5 oz
- Sulfate-free: yes
Frequently Asked Questions
Is there a difference between drugstore shampoo and higher-end shampoo?
Drugstore shampoos and their higher-end salon counterparts share the same core goal—to clean your hair—but key differences explain the price gap.
AJ Addae, a Los Angeles-based cosmetic chemist, told Allure that pricier shampoos—especially sulfate-free ones—often use higher-quality coconut oil-derived cleansing agents like cocamidopropyl betaine and sodium cocoyl isethionate. Cost also comes down to sensory elements like foam promoters, fragrance, and active ingredient delivery. "Lower-priced shampoos tend to either skip on fancy actives or utilize surfactants like sulfates, which are both a surfactant and a foam booster, to save on costs," Addae explained.
Chicago-based cosmetic chemist Perry Romanowsk adds that drugstore shampoos often prioritize instant results over long-term benefits like bond-building because quick gratification keeps customers coming back.
Are silicones bad for your hair?
According to Allure's previous reporting, silicones aren't the boogeyman they're often made out to be. On The Science of Beauty podcast, Romanowski explained that silicones create a film on strands but shouldn't be mistaken for a clogging, "occlusive sheath," noting that it’s " a huge exaggeration." Plus, silicones are already in many of your favorite hair oils—even the ones often perceived as "clean." "Most natural oils have the consistency of olive oil," Romanowski explained, adding that it's silicones that give these products the texture and styling benefits customers love.
How should I choose a drugstore shampoo?
You should choose a drugstore shampoo like you’d pick any other: based on your hair concerns and goals. While drugstore options may be less expensive and slightly less sophisticated, they still offer a variety of targeted formulas. Sensitive scalps should reach for gentle, soothing options; curly hair thrives with curl-specific formulas; dry strands need hydration-focused shampoos, etc. If your skin is particular about ingredients, check in with your board-certified dermatologist to determine what to prioritize and what to avoid.
Meet the experts
- AJ Addae, a Los Angeles-based cosmetic chemist and CEO of Sula Labs
- Marc Ballance, a New York City-based hairstylist
- Perry Romanowski, a Chicago-based cosmetic chemist
How we test and review products
We always enlist a range of testers for our makeup vertical, but hair-care products and tools are another story. While there are certainly products that can be used across different hair textures, lengths, curl patterns, thicknesses, colors (natural and unnatural), and needs, hair products are often created with specific consumers in mind. Many are created in order to address a concern (dandruff, breakage, brittleness) or to work most effectively for a specific hair type (4C curls, wavy hair, gray hair). You wouldn't want to pick up a purple shampoo that's only been reviewed by someone with, say, auburn hair, or a diffuser that's never been tested by anyone with curls—right?
For our review of the best drugstore shampoos, we enlisted the help of multiple editors, writers, contributors, and hairstylists—who have all kinds of hair and hair goals. Testers considered performance across four primary categories: efficacy, texture and experience, fragrance, and packaging. 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.
The Blurred-Lip Trend Is 2026’s Answer to 2016 Matte Lipstick
Collage: Ingrid Fowler; Source images: Courtesy of Violette_frSave this storySave this story
I have an ungodly amount of shiny lip products in my possession. I have oils, glosses, and treatments in every corner of my home and work desk. And while glossy lips have been my go-to, I’ve been feeling a little inundated and bored with them.
We’ve been a glossy society for the past few years as beauty brands resolve to drop more lip products than anyone actually needs. In 2026, though, it seems we’ve reached peak gloss fatigue because matte lips are on the rise—with a needed upgrade. Blurred lips are the latest trend making its way into feeds. It isn’t drying or restrictive (the way some of 2016’s matte lip looks were). Instead, it’s a soft, diffused flush of color.
The popularity of blurred lips is, in part, thanks to Chanel makeup artist Nina Park, who works with stars including Zöe Kravtiz, Emma Stone, and Kaia Gerber. Park is known for her dreamily soft glam makeup, and one element of her artistry that people can’t get enough of is the feathery lip she creates. It has that slightly bitten, lightly flushed look that’s matte but not dry.
She’s not the only makeup artist leaning toward mattes this year. Says Joseph Carillo, a makeup artist in New York City: “A blurred lip feels more emotional and lived-in. It’s the difference between candlelight and a ring light. And right now we need candlelight.”
Getty Images
While blurred lips are having a moment in the United States, it’s certainly not a new look—especially if you ask women in France and South Korea. Makeup artist and Violette founder, Violette Serrat, notes that blurred lips have long been a beauty staple for French women. She referred to the look as “bouche mordue” (which means bitten lips in French) in a TikTok video in 2024. In South Korea, you’ll find countless lip stains that, when wiped off, leave a subtle gradient of color.
The blurred lips that hit the red carpet recently aren't as effortless as they might appear. Makeup artists rely on a few techniques and tried-and-true products to achieve sultry, blurred lips that last from the carpet to the after-party.
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The key is a blurry, yet slightly over-drawn lip line and an undone gradient of color that is most pigmented in the middle and sheers out toward the lip line. To avoid dryness, hydrate the lips with balm before doing the rest of your makeup and wipe a bit of it off when you’re ready to create your blurred lip. Carillo recommends Maybelline Baby Lips for its long-lasting moisture and subtle tint. The easiest method for the blurred effect is to “apply your lip color in the center and work it outward [with the applicator],” says Carillo. “Press the lips together, but stop before it looks fully blended. If it looks perfect, you’ve gone too far.”
Makeup artist Katie Jane Hughes likes to first minimize the natural contour of the lip by buffing a small amount of concealer over the lips with a brush. She then reestablishes the shape of the lips by applying a dark lip liner and blurring it out with a small brush. She blends the pigment over the Cupid’s bow rather than following the shape. “The more you blend, the better it will be,” she says in a TikTok video. She then applies a buttery matte lipstick in the center and smacks her lips to disperse the color outward. As an optional last step, you can (very) softly outline your lips again with lip liner for definition.
If you’re a lip combo novice (or that all just sounds like too much work), thankfully, there are a handful of products made specifically to achieve a blurred-lip look in one swipe—no blending required. Violette_Fr Bisou Balm was created to replicate a feathery, just-been-kissed lip; Fwee Lip & Cheek Blurry Pudding Pot boasts a soft-focus finish when applied to the lips with your fingers; the Cloudtopia Cheek & Lip Blush Mousse is a pigmented mousse-like formula that’s airy to the touch and leaves the lips looking and feeling soft all day; and the Peripera Ink the Velvet Lip Tint is a K-beauty lip stain that gives you the cloud treatment with weightless, soft matte color that lasts all day.
Next time you do a full face of makeup, but it feels a little lackluster, wipe off your gloss and throw on a blurred lip to add a natural yet sultry touch to your glam.
Shop Blurred-Lip Essentials
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Violette_FR
Bisou Balm Sheer Matte Lipstick in Bêtise
Violette_FR
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Rouge Allure Velvet Matte Lipstick
Chanel
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Sunnies Face
Sunnies Face Fluffmatte Lipstick in Baked
Sunnies Face
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Cloudtopia Cheek and Lip Mousse
Amazon
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fwee
Lip&Cheek Blurry Pudding Pot
Amazon
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Refy
Blur Liner in Opal
Sephora
Refy
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Makeup by Mario
Ultra Suede Sculpting Lip Pencil in Riche Mauve
Sephora
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Sephora Collection Pro Lip Brush
Sephora
7 Piercings Everyone Will Be Getting in 2026—With Photos
Courtesy of @studs and @livebytheswordtattooSave this storySave this story
If 2026 is 2016 all over again, the spontaneous girl who’s been dormant in me for a decade couldn’t be more thrilled. I’ll set the scene: It’s a Wednesday evening on the Lower East Side, and my best friend, Rochelle, and I are leaving our favorite dive bar. As I pocket a pen on the way out, a neon-lit piercing studio catches Rochelle’s eye. She saunters in and asks for a lobe piercing. I follow her lead with a tragus piercing, channeling Evan Rachel Wood’s bravery in Thirteen.
Little did we know that Rochelle’s stacked earlobe and my tragus would still resonate a decade later, especially when paired with updated jewelry or a coordinating piercing. “With so many different metals and stones to choose from, it’s hard not to want everything pierced,” says Christine Swaim, a piercer at Oak & Poppy Tattoos and Piercings in Los Angeles. “The evolution of body jewelry has really changed the industry, and each piece gives clients freedom of expression.”
Regardless of your thoughts on the 2016 renaissance, piercing trends have continued to expand and evolve. Between the red carpet and your For You Page, there’s no shortage of inspiration if your 2016 self won’t shut up about getting a new piece. That’s why we turned to professional piercers for their takes on the hottest trends right now. The good news? There’s something for everyone to love, from delicate, barely there effects to dramatic throwbacks.
Double tragus
Double tragus (top)
Courtesy of @ninemoonspiercing
Double tragus (center-left piercing)
Courtesy of @lcpiercing
Riding the momentum from 2025’s stacked lobe trend, Starr Ellis, a piercer and the owner of New York City’s Nine Moons Piercing, says the stacked aesthetic will move to the tragus. “Clients are loving stacked studs in areas that aren’t just the earlobes, and a double tragus piercing is a fun way to do that if your anatomy is suited for it,” she says. “There needs to be enough of the small triangular or rhomboid structure in front of the ear canal (that’s your tragus) to be able to pierce and heal more than one stud.”
Incorporating mini hoops, which can be worn solo or stacked, is also a popular approach to styling your tragus, says Maria Tash, jewelry designer and founder of Maria Tash Fine Jewelry and Luxury Piercing in Los Angeles. “Clients often point out the small hoops many of our staff wear, which is an option they hadn’t previously considered, since most associate tragus piercings solely with studs,” she says.
Because the tragus area is prone to swelling, Tash recommends switching to a mini hoop once the piercing has fully healed, which can take anywhere from 6 to 12 months. “It is important to mention to your piercer that you want your tragus piercing designed to wear a small ring when it’s healed, as this request can shift how the piercer angles the depth of the piercing,” she adds.
Paired nostrils
Paired nostril piercings with chain (top, center)
Courtesy of @charlesfin
Paired nostril piercings (top, center)
Courtesy of @ccccaarly
If a nostril piercing is a way to flatter the shape of your nose and draw attention to your face, consider the paired nostril trend a full spotlight. “Nostril piercings allow for a surprising amount of creativity, from paired and double placements to elegant, stacked configurations,” Tash says. “It seems that today’s modern nose piercing sees the whole plane of cartilage as pierceable, not just the traditional small area halfway back on the side of the nostril.”
According to Swaim, paired nostril piercings—whether two piercings on one side or one piercing on each side of the nose—have become increasingly popular, with many clients opting for the ladder effect. “The ladder involves placing a stud on each side, with a chain laying across the bridge to connect them,” she says. Depending on the thickness of the chain you select, the result can be as delicate or dramatic as you’d like.
And it’s not just the Snapchat-age crowd opting for creative nostril placements. Tash says that stacked or paired nostril piercings have been a hit among all age groups. “We’ve recently seen a notable shift in who’s seeking this piercing, with more clients in their late 30s to late 40s embracing the look,” she explains. “While the typical demographic skews younger, these clients often arrive with a touch of hesitation, only to leave looking as though the piercing had always been a natural part of their features.”
Faux snug and rook
Faux snug (top piercing)
Courtesy of @kyliestabs
Faux rook (top piercing with chain)
Courtesy of Studs
Inspired to get a snug or rook piercing but don’t have the anatomy for the real deal? Look no further than the faux options, which are creatively placed piercings that give the look of a biblically accurate snug or rook. “They are much easier to heal and can be very instant gratification to look like a cute, curved barbell perfectly placed, or once fully healed, can be worn with chains or rings,” Ellis says.
Typically, a snug involves a piercing on the inner ridge of cartilage in your ear, while a rook is a piercing in the second-highest cartilage ridge of your ear (above the daith and tragus). The faux snug pairs a conch with a helix or double-helix piercing, while the faux rook is one piercing in the upper inner cartilage with a dangle or drop-style jewelry to mimic the look of a traditional rook piercing. “They deliver the look of an advanced, complex placement for clients who don’t have the anatomy or want to avoid a true snug or rook,” says Emmy Zobitz, senior merchandising manager at Studs.
Jewelry sizing and placement need to be super-precise to emulate the illusion of a true rook or snug. For a faux snug, in particular, you’ll be healing two separate piercings as opposed to one, so make time to practice proper aftercare and cleaning. Says Zobitz, “If you want to add a bold, balanced, mid-ear adornment, these are great options.”
Snakebite helix
Snakebite helix (top)
Courtesy of @charlesfin
Snakebite helix (top right, along the ridge of ear)
Courtesy of @studs
No, we’re not talking about the snakebite lip piercings that dominated the indie sleaze era. According to Zobitz, the snakebite aesthetic at Studs involves two delicate piercings placed side by side on the ear, and clients have been asking for snakebite helix piercings to add to their earscapes. “It makes a statement right where most of your ear’s real estate is and allows you to get truly creative with jewelry,” she says. “With so much space along the helix, you can tailor the look to your style, whether you keep it minimal on the outer edge or move inward to take up more room on the flat with matching studs or contrasting shapes.”
Similar to the faux snug piercing, a snakebite helix will require healing two cartilage piercings at the same time, so keep in mind the aftercare process, and lifestyle factors that could impact healing (like which side you sleep on or use of over-the-ear headphones).
Classic '90s placements
Perhaps driven by the current ’90s and ’00s pop-culture renaissance—and all the cool, famous girlies on TikTok declaring the return of all things Y2K—belly-button rings and tongue piercings are embarking on their own comeback tour.
Classic navel ring
Courtesy of @velvetelvispiercing
Classic navel ring on Beyoncé
Getty Images
“Navel piercings usually consist of a curved barbell, with or without gems, going through the upper ‘lip’ or ridge of the navel, with the top ball or gem sitting above and the bottom resting inside the navel itself,” says Swaim. “I’ve also been seeing tongue piercings with a straight barbell that goes vertically through the tongue near the center, with one ball resting on the surface and the other sitting underneath.”
Classic tongue piercing
Courtesy of @livebytheswordtattoo
Those of us of a certain Spotify-listening age may already have an existing piercing from the era, but if you’re getting your belly button pierced for the first time, keep in mind the healing process: Because of its location on the body and factors like movement and contact with clothing, your piercing can take anywhere from three to six months to fully heal. A tongue piercing can take from four to six weeks to heal, says Swaim.
Floating navel
Floating navel
Courtesy of @birthrightadornment
Floating navel
Courtesy of @ninemoonspiercing
And while we’re on the topic of belly-button rings, Ellis has seen a definite uptick in floating navel piercings, which primarily showcase the top end of the jewelry to create the appearance of a gem or charm positioned just above your belly button. “It’s a great option for a very unique, nontraditional navel piercing, and can also help cover or distract from previous navel piercing scarring,” she says. “The look of a simple, larger, or more elegant decorative end above the navel is definitely increasing in popularity.”
In lieu of the traditional belly-button piercing, which features a dual-ended and curved barbell, floating pieces of navel jewelry have the decorative piece placed at the top end of the barbell, while the bottom portion is held in place with a small ball or disc that sits inside the navel. It’s a minimalist take on the trend that can align with a more delicate aesthetic. Just make sure to get an anatomy check beforehand to ensure you’re a good candidate for it.
Hidden helix and rook
Hidden helix
Courtesy of @piercingsbymakenna
Hidden rook (top piercing with chain)
Courtesy of @burymein.gold
The hidden helix (just under the upper ridge at the top of the ear) and the rook are strategically placed so that the piercing holes are concealed on the underside of each respective cartilage fold. The finished result is as visually stunning as it is interesting—almost as if you have tiny chandeliers suspended from each area. “The idea was for jewelry or light to emerge from behind and underneath a fold of cartilage,” says Tash, who patented each placement in her studio as the Tash Helix and the Tash Hidden Rook, with specific jewelry designs to match. “I wanted to create a look where clients wonder, How does that work?”
Having enough cartilage to conceal the exact areas where the piercing is placed is key. “We look for anatomy that has a prominent fold of the helix or rook to conceal the mechanism of the piece,” she says. “We can also use our smaller, threaded-charm designs when a client doesn't have a large fold to achieve this effect.” Between the two, Tash notes, the hidden helix is the more popular placement, though we love the idea of stacking both for a decorated finish.
Meet the experts
- Starr Ellis is a piercer and the owner of Nine Moons Piercing in New York City.
- Christine Swaim is a piercer at Oak & Poppy Tattoos and Piercings in Los Angeles.
- Maria Tash is a jewelry designer and the founder of Maria Tash Fine Jewelry and Luxury Piercing in Los Angeles.
- Emmy Zobitz is the senior merchandising manager at Studs.
Rihanna’s Top Knot and Red Lip Are Making Me Nostalgic for 2012 — See Photos
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I can't say I'm enjoying all the posts about 2016 nostalgia. It wasn't my favorite year by any stretch of the imagination, though I do appreciate reminiscing about some of the beauty trends. But if I'm really gonna get wistful about the way things were—especially when it comes to hair and makeup—I'd prefer 2012. I strongly associate that year with the ubiquitous messy top knot and strong red lip, and Rihanna is proving that this combo deserves a comeback.
Back in November 2011, right before the top knot trend exploded, Allure said, “Everyone's doing it these days.” Truer words, am I right? “It's a style that, a few years ago, many of us reserved exclusively for the days we spent in sweatpants, our only accessory a TV remote. That's probably what makes it so cool. It feels haphazard and easy, even when paired with an elegant gown.”
And in the case of Rihanna in 2026, it looks undeniably awesome with a very mob-wife ensemble: head-to-toe tiger print in the form of a nearly ankle-length fur coat, matching heels, and a cascading fur stole. (Whether or not they're real, I cannot be sure.) She layered a gold choker under a slightly longer diamond necklace, and hid any eye look she might have been wearing under dark sunglasses.
Photo: Getty
Photo: Getty
Thankfully, she didn't hide that lip color, a bold, classic kind of red that I had in heavy rotation back in the day. (Though I wouldn't be surprised if she's wearing Fenty Beauty Stunna Lip Paint Longwear Fluid Lip Color, a product that didn't even exist in 2012.) And of course, she topped it all off (literally) with the ultimate messy bun. Tendrils hang loosely in the front, it's pulled to different levels of tautness around her head, and the ends splay out, creating a too-cool-to-care look.
Photo: Getty Images
It really is about time we bring back this vibe, and I'm happy to be the one to take the cue from Rihanna first.