Snag FREE gifts from some of our top brands, including Augustinus Bader, Erno Laszlo, Slip, and more!

Makeup Tips for Mature Women, Part 2: 40s

This series isn't about what colors to wear or trends to avoid—it's about understanding how your skin transforms over time and finding what works for you.

Updated March 16, 2018 by Amanda Dixon

Makeup Tips for Mature Women, Part 2: 40s

Welcome back to Makeup Tips for Mature Women, a series dedicated to...well, just that! (If you missed Part 1, you can read it here.) This week, we’re discussing tools, tips, and techniques for women in their 40s, but remember—we're not here to cramp your style. This series isn't about what colors to wear or trends to avoid—it's about understanding how your skin transforms over time and finding what works for you.  It's all about tools, not outdated beauty rules.

There’s no reason to fear your 40s. In fact, your fifth decade brings quite a few beauty blessings with it—acne eases off, and hormone-related pigment issues subside, for starters. Sure, you’ll experience some dryness, dullness, and a few fine lines (our founder Lisa first started noticing changes in her 40s. Read her story here.), but we’re here to help. Below, our top tips for maintaining flawless makeup into your 40s:

Lash Out

As we age, our eyelashes begin to flatten, but that doesn’t mean we can’t rock a flutter-worthy fringe. To keep everything going up, up, and against gravity, we recommend using an eyelash curler and a lengthening mascara, which tends to be lighter on lashes than volumizing formulas. Another tip? Focus your mascara application at the root, then lightly sweep up, painting each individual lash. Placing a heavy load of mascara on the tips of your lashes can weigh them down, making them appear clumpy and heavy.


Makeup tips for mature women. Use an eyelash curler

Get a lift

In your 30s and 40s, your skin might start to lose elasticity and firmness, thanks to slowed collagen and elastin production. Loss of firmness is entirely natural, but—if you want to give your features a lift—you can use bronzer as a contouring aid. Depending on your skin tone, sweep a light to medium shade across your cheekbones to sculpt and define your face. (Remember: if fine lines are a concern, swap powder blushes and bronzers for creams and liquids.) You can also brush some along your hairline, jawline, and sides of the nose, too. If you’d like additional lift, consider adding a skincare tool to your regimen. Check out our blog to find out which device is right for you.


A bronzer can give create the illusion of lift

Rock a bold brow

Bold, full eyebrows frame the face and give it structure, but—in your 40s—your brows may become sparser. Consider adding a brow-building serum to your skincare regimen, and fill in bare spots with a brow pen or pencil. For a natural effect, go one shade lighter than your hair color. (One exception: if you're blonde, go one shade darker). Hold your pencil at a 45-degree angle, and make short, light strokes, paying special attention to the 'tails.’



Looking for makeup tips for women in their 50s, 60s, and beyond? Stay tuned for our next installment!

Other articles you might be interested in

Beauty Products To Keep You Cool As Summer Heats Up
Beauty Products To Keep You Cool As Summer Heats Up

by Amanda Dixon June 16, 2021

We’ve compiled a fool-proof list of makeup and skincare solutions to keep you cool when temperatures start to soar. 
Read more
The Best Hair Brush for Your Hair Type
The Best Hair Brush for Your Hair Type

by Amanda Dixon June 09, 2021

Are you using the right hair brush for your hair type? Whether you have thick or ultra-fine tresses, we’re making it easy to find the perfect hair brush to keep your hair happy and healthy.
Read more
R+Co Bleu: Combining Luxury Hair Care & Sustainability
R+Co Bleu: Combining Luxury Hair Care & Sustainability

by Amanda Dixon June 01, 2021

R+Co Bleu has set the bar high for luxury beauty brands. Not only are these hair care solutions luxurious, R+Co’s commitment to sustainability is unparalleled.

Read more