Winners of the Prestigious 7th Annual TotalBeauty Awards Announced

~ Editors tested more than 2,500 products in 67 categories and
tallied over 250,000 reader ballots to determine the top products ~

the leading website in online beauty editorial and the largest database
of independent beauty product reviews for women, today announced the
winners of the 2016 TotalBeauty
. As the first and largest online beauty awards,
the coveted seal has been awarded to hundreds of products across mass
and prestige categories. And brands have used it digitally, on packaging
and in stores as accreditation that resonates with consumers.

As in previous years, the TotalBeauty Awards are divided into two main
sections: Editors’ Pick and Readers’ Choice. For Readers’
Choice, the editorial team selects the nominees by analyzing thousands
of reader reviews on the site to determine which beauty products are the
most highly rated. Then, readers are given a month to vote for their

“With over 250,000 ballots cast, participation in the 2016 TotalBeauty
Readers’ Choice Awards eclipsed last year’s record,” said Rebecca
Schmitt, General Manager of TotallyHer Media. “More than ever, consumers
understand the influence they have on beauty brands. Likewise, brands
increasingly value their fans’ feedback.”

Editors’ Pick winners are selected by the editorial team at TotalBeauty,
who tested over 2,500 products to determine the best in each of the 67
categories. Among the highlights of this year’s Editors’ Pick Awards
were new products for eyebrows, a customized foundation created by an
app, highlighting creams and powders for strobing and a serum that
increases the effectiveness of your other skin care. Brightening was the
biggest trend seen by editors this year across multiple makeup and
skin-care categories.

“This year marks the death of contouring. Real women tried the trend,
but now they’re over it. It’s too much effort, and it’s not
natural-looking,” said Jill Provost, Editor in Chief of TotalBeauty.
“For 2016, natural, glowy skin is in as well as more natural-looking,
feathered brows. Brow products were one of the biggest categories for us
this year.”

Additionally, the editors report this year’s breakthrough hair trend is
“reverse shampooing,” conditioning first, then following with shampoo.
The shampoo landscape is changing overall with cleansing conditioners
and anti-aging formulas on the rise.

Consumers want time- and money-saving products that allow them to skip a
few steps without skimping on results. TotalBeauty readers chose Burt’s
Bees as Best Natural Brand two years in a row, exemplifying their
dedication to this trusted natural brand, which launched color cosmetics
this year. In the Bronzer category, whereas last year’s winners were
matte formulas, this year’s winner and honorable mention both impart a
golden glow. Additional feedback from readers echoes the editors’
finding that brow products are one of the biggest categories this year.
Women no longer want obviously sculpted brows, and that’s reflected in
the types of brow products new to market this year: mousses, gels and
super skinny pencils over pomades and waxes.

Highlights of 2016 Breakthrough Editors’









MatchCo Foundation

  TRESemmé Beauty-Full Volume Reverse Wash System   Erasa XEP-30 Extreme Line Lifting and Rejuvenation Concentrate   Jergens Wet Skin Moisturizer
The first customizable foundation that comes with an app, MatchCo
allows users to create their very own shade that perfectly matches
their skin tone.
  Reverse washing is rising in popularity among women who previously
avoided conditioner. This new system from TRESemme cleanses,
conditions and gives you tons of volume.
  This serum has been called “Botox in a bottle” because of the
neuropeptides that dramatically relax skin and soften even deep
expression lines within two weeks.
  This lotion is applied to wet skin directly after showering and is
not rinsed off, for noticeably softer, moisturized skin all day.

Highlights of 2016 Trends:









This year signals a pendulum swing from contouring to highlighting
and strobing. Women want a more natural, glowy look, and have found
contouring to be too high-maintenance for every day.
  Alternative types of hair washing are on the rise. From reverse
washing to cleansing conditioners to tonic-like formulas that barely
foam, the hair washing landscape is a truly innovative space right
  When it comes to skin care, lazy girl beauty is out, thanks in part
to Korean beauty influences. Multi-step processes, like double
cleansing, are in – if they work. The trend this year is boosting
serums that improve the results of your skin-care regimen by
increasing products’ effectiveness.
  Coconut. The editors identified an increase in the amount of
products with coconut scents and the infusion of coconut oil. This
year’s Body Moisturizer and Body Wash winners both incorporate
coconut elements.

Highlights of Readers’ Choice Do-It-All

CC Cream:


It Cosmetics Your Skin But Better CC Cream With SPF 50+




CoverGirl Outlast Stay Fabulous 3-in-1 Foundation




Benefit They’re Real! Lengthening Mascara


Anti-Aging Serum:


Estée Lauder Advanced Night Repair

Delivers anti-aging benefits to improve skin’s texture, brighten and
hydrate in a full-coverage, color-correcting formula, with major SPF
  Primer, concealer and foundation in one, with SPF 20. And it comes
in a wide range of shades to accommodate every skin tone.
  No need to choose length over volume with this mascara — it curls,
volumizes, lifts, separates and lengthens.
  Fights all visible signs of aging by making skin appear smoother,
firmer, more radiant, hydrated and even-toned.

To see all 2016 TotalBeauty Award winners as well as honorable mentions,
For more information, visit
or follow Total Beauty on Facebook (, Twitter
(@TotalBeauty) and Instagram (@TotalBeautyEditors).

is the leading website in online beauty editorial, and home of the
largest database of independent, unbiased beauty product reviews for
women. Founded in 2007, publishes daily coverage of
beauty news, trends, and tips. Known for their annual TotalBeauty
Awards, the site also features hundreds of thousands of user-generated
reviews, spanning more than 55,000 products, including well-known
prestige, mass-market, salon and spa products. is owned
by TotallyHer Media, Evolve Media’s lifestyle publishing division
dedicated to women and their families.


Thomas Giordonello, 212-255-0945