Hey everyone, its Meg Ann Lee, this week we are talking about a hot topic in the makeup world and it might be on your mind too if you are 40+ and struggling with makeup. We are talking about makeup routines for mature skin. In 2023, several top-selling makeup brands have tailored their products and marketing strategies to celebrate the grace of aging, offering solutions that highlight rather than hide the natural beauty of the human body.

If you need different application techniques, new brands to check out and help gain a realistic expectation of your skin, this is for you!

Techniques for Applying Makeup on Mature Skin


Foundation Application

Honestly, if you don’t feel the need to wear foundation, DON’T! Using less is more on mature skin. If you love a foundation, my recommendation would be to opt for a hydrating, luminous foundation to avoid emphasizing dryness or fine lines. My favorite right now is Auric. Applying with a damp beauty sponge allows for a lighter, more blended application, ensuring the foundation melds seamlessly with the skin. If you want to know more about sponge and brush application, check out  The 5 Essential Makeup Brushes You Need post.

Eye Makeup

As the skin around the eyes is delicate, it’s crucial to use softer shades and smoother formulations.  Creams that dry down are perfect for a sultry smokey eye. Matte eyeshadows can often look a little dry on looser skin, so opting for slightly satin finishes can add a gentle glow without settling into fine lines. Glitter and shimmer? If you love it, wear it! However, glitter can clump easier on skin that has texture and fine lines so use sparingly.

Blush and Contour

You know I am A STAN for creams. I fell in love with creams when I started using Seint makeup. It’s all creams and it will change the way you do makeup. Cream blushes and contours are preferable as they blend into the skin more naturally than powders. They provide a healthy color and define features without the harshness that powders can sometimes produce.

Tips to Reduce the Look of Wrinkles and Fine Lines

At the end of the day, our skin naturally has texture, gets looser and does wrinkle. IT IS NATURAL AND OKAY. But if you want to reduce the appearance, here are some tips!

  1. Primer is Your Friend

Start with a silicone-based primer that can fill in fine lines and pores, creating a smoother canvas for the rest of your makeup. This not only helps in applying foundation more evenly but also prolongs the wear of your makeup. Silicone is great but make sure it is compatible with your foundation. A silicone primer paired with an oil or water-based foundation can often lead to separation or piling on your skin.  Want to know about primers? Check out my Makeup Primers blog post.

  1. Light-Reflecting Particles

Use products that contain light-reflecting particles to bring light to the face and subtly blur the appearance of wrinkles. Products like illuminating concealers can be particularly effective in this regard, especially when applied to the under-eye area and other concern spots. If you choose this, make sure you’re not doing it for pictures. If you have been personally victimized by “flashback” raise your hand… if you don’t know what that is, you need to read my Powders 101 post.

  1. Set Strategically

Avoid heavy powdering, which can accentuate lines and dryness. Instead, focus on setting areas that are prone to creasing or oiliness with a fine, translucent powder. A light dusting is often all that is needed to set makeup while maintaining the skin’s natural vitality. Not sure which powder to use? Read my Powders 101 post to learn about which powder is perfect for you.

Top-Selling Makeup Brands in 2023 for Women Over 40

Estée Lauder

Estée Lauder continues to impress with its dedicated lines for mature skin. The brand’s marketing strategy focuses on age positivity and the elegance of aging gracefully. Products like the Advanced Night Repair serum have become staples, thanks to their effective anti-aging properties that work well under makeup. However, they are not cruelty free so… shop around if you care about our little angels on earth.

Charlotte Tilbury

Charlotte Tilbury has made significant strides with products designed to flatter older skin tones and textures. The Magic Cream and the Airbrush Flawless Foundation are particularly popular, marketed with the allure of creating a smooth, flawless finish while nourishing the skin. Bonus points, they are cruelty free!

Makeup is about self-expression and enhancement, not just coverage. As we embrace the ever-evolving journey of beauty, makeup lovers over 40 can enjoy makeup that not only enhances their features but also addresses the unique needs of mature skin.

Makeup should help you celebrate beauty at every age with grace and confidence. By choosing the right products and applying them in a way that complements mature skin, people over 40 can highlight their natural beauty effectively. Remember, the best makeup at any age comes from understanding and embracing the skin you’re in. Embrace these tips, explore the products from brands that care about aging beautifully, and enjoy the process of enhancing your look in a way that feels both refreshing and authentic!

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