Makeup Artists Spill Their Best Tips for Mature Women (2025)

You probably don’t have the same haircut from your 20s, so why shouldn’t your makeup evolve too? While you don’t need to replace your makeup bag entirely, it’s a good idea to assess your go-to makeup products to determine if they’re still right for you.

“Our skin changes as we age, and new concerns can pop up as our features change,” says makeup artist Ashley Rebecca. “It’s good to cater to who you are in the present moment when it comes to makeup. Who you were in your 20s is not who you are in your 40s-plus.”

Plus, due to changes in our face and skin, some formulas stop working like they once did and we have to make changes accordingly. “As we age, it’s important to incorporate hydrating products into your routine and apply them with a lighter touch,” says Alex McCormick, Director of Global Artistry Development at Hourglass Cosmetics.

With age, our collagen levels decrease, our skin can get drier, wrinkles and fine lines may develop and we see less volume in areas like the lips, says Sofia Schwarzkopf-Tilbury, celebrity makeup artist and Global Artistry Director at Charlotte Tilbury. “Thankfully, there are a lot of easy tips and tricks you can use to get the most flattering, feature-enhancing, youth-boosting makeup look,” she says. “Hydrated, radiant, plump-looking skin is flattering on every age — glowing skin is always in!”

We tapped our experts for specific insights and product recommendations for the best makeup for older women, below.

Foundation

Our skin changes as we age, so you'll want to find a foundation with emollients and that isn't heavy on the skin, Rebecca says. “The more we age, the more our skin loses hydration and elasticity, so I often approach foundation with the philosophy of ‘less is more’ — and the more it hydrates, the better.”

Schwarzkopf-Tilbury advises to only focus on applying foundation where you feel you need it. “With mature skin, you don’t want product to sit in fine lines, so it’s all about building up your foundation in sheer layers to achieve your desired coverage,” she says. She adds that she'll use small amounts of foundation on older clients, thoroughly stippling and blending each layer into the skin. “This will ensure that makeup blends seamlessly and allows your skin to shine through in the most flattering way.”

Concealer

“The best type of concealer for mature skin is something weightless and crease-resistant so that the product won’t settle into fine lines,” McCormick says. “Again, you do not want anything too matte or drying.”

And like foundation, McCormick believes less is more. “If you apply too much product, it will end up settling into fine lines, so you only need a very small amount. Be sure to blend it well,” she advises.

Powder

The best type of powder for mature women is one that is finely milled and talc-free because talc can dry out the skin, McCormick explains. She recommends only applying powder where it is needed, such as the T-zone.

Schwarzkopf-Tilbury agrees.“I like to powder down the center of the face using the Charlotte Tilbury Powder & Sculpt Brush, focusing on mattifying and soft-focusing the T-zone while leaving the high points of the face looking fresh and glowing.”

Blush

Blush gives you that natural-looking flush, and there are so many ways to apply it. “I like to use cream and liquid complexion products as they melt into the skin and look more realistic,” says Schwarzkopf-Tilbury. “You can dot it in a W-shape across the nose and cheeks for a sun-blushed look that’s great during summer.”

Or, to create a bit of lift, Rebecca recommends applying cream blush to the apples of the cheeks and blending in an upward motion to create a lift along the cheekbones.

Fair warning, you should avoid blending too close to the eyes to keep that area looking fresh and bright. “Blush should be applied last in your makeup routine — after your lips and eyes — so you can best judge how much color you need to help balance your look,” says Schwarzkopf-Tilbury.

Bronzer

Steer clear of products that are too matte or too shimmery and instead opt for bronzers that are lightweight with a subtle glow, suggests McCormick, who recommends gel and cream bronzers for mature women.

“Think of a number three shape — starting at the top of the forehead, coming down just slightly under the cheekbone and along the jaw. Avoid bringing your bronzer too close to the center of the face as it can make the face appear hollow,” McCormick explains.

Eyeliner

Look for soft-liner pencils in neutral colors on mature eyes. “I avoid using black on mature skin and opt for softer neutrals like brown or espresso pigments,” McCormick shares.

Schwarzkopf-Tilbury notes that it's all about keeping your eyes lifted, especially if you have downturned eyes. “Eyeliner needs to be drawn up and out instead of out and down, plus you'll need to exaggerate the flick, giving it a dramatic angle at the end,” she explains.

Rebecca adds that you should leave the bottom lash line alone — “This creates a lift and definition,” she says.

Eyeshadow

Using the right technique, specifically to your eye shape, is key to creating the most flattering, youthful-looking eyeshadow for you, Schwarzkopf-Tilbury says. “For example, if you have hooded eyes, lift your chin up and look down into your mirror so you can see your full eyelid, and if you are working on the bottom of your eyes, tilt your chin down. This technique will help you apply eyeshadow with precision on the largest surface area of your eyes without smudging,” she explains.

Schwarzkopf-Tilbury also advises to apply eyeshadow from side to side on the lid like a windshield wiper, a little past the eyelid, up into and past the crease. This helps avoid your eyeshadow from getting hidden, which often happens with hooded eyelids, she explains. Her favorite tool for this? The Charlotte Tilbury’s Eye Blender Brush.

Lips

You don’t have to shy away from bold, bright colors after a certain age. “Lip color varies; if you’re someone who likes natural colors I’ll encourage you to wear those, but more mature women can totally pull off a bold red lip and look amazing,” Rebecca says. “It’s more about preference."

No matter which hue you choose, just make sure your lips are exfoliated, Rebecca advises, and shape them with a lipliner to clean up any edges and prevent bleeding.

McCormick also recommends opting for a formula that contains hydrating ingredients. “As lips mature, they become drier and start to lose moisture so if your formula is too matte, it will end up drying your lips and accentuating fine lines,” she cautions.