As the old adage goes, the eyes are the windows to the soul. Eye shadow goes a long way in accentuating those very windows — not to mention it’s pretty fun picking out bold colors and playing with different textures. As we age, though, it’s true that what works for younger skin may not work on skin that’s a little older and wiser. Fine lines, wrinkles and folds are all factors to consider when you’re trying to find the best eye shadow for mature skin.
“The older we get, we need to look for makeup that is nourishing, hydrating and good for the skin,” says Patty Bell, a celebrity makeup artist based in Pittsburgh, Pennsylvania. “Eye shadow formulas have come a long way, and many now are infused with healthy and anti-aging ingredients.”
From cream to powder and shimmer to matte, the sky seems to be the limit when it comes to the types of eye shadow on the market. I asked a host of makeup artists for their professional insights on the best colors, formulas and textures. Read on for their favorites.
Best for your budget$6.99$11.99
The best eye shadows for mature women, according to experts
Budget friendly:
Professional makeup artist Jonet Williamson recently spoke with Shop TODAY about makeup for mature skin, and she recommended this eye shadow from Maybelline.
Williamson said, "These creamy shadow sticks are a great budget-friendly option." This particular formula is available in both matte and shimmery shades ranging from neutrals to bright pink, purple, yellow and more.
Award-winning liquid shadow:
“This is the most powerful and pigmented liquid eye shadow I’ve ever used,” says commerce writer Danielle Murphy. “The packaging may look tiny, but it might as well be a tub of product because the tiniest pinch offers enough pigment to create a look on both eyes ... It lasts forever and offers a beautiful matte — not DRY — finish.”
Plus, it's a recent winner during our Shop TODAY Beauty Awards for 2025.
Best 3-in-1:
Want to swipe the same color all over your lids, cheeks and lips? Try these multipurpose hues. “They feel lightweight on the eyes, but are super pigmented, so a little goes a long way,” Renée Loiz, a celebrity makeup artist based in Los Angeles, says. “They don’t settle into fine lines and are matte or satin, not too shimmery or glittery.”
Waterproof formula:
Long-wearing, waterproof, a mix of shimmery and matte finishes… seriously, there’s not much these eye shadow sticks can’t do. “They set a few seconds after application, stay in place all day, and are very user-friendly,” Loiz says, who likes using them for natural smoky eyes on mature skin.
For "a tiny bit" of shimmer:
Shimmer lovers, rejoice: There’s an eye shadow out there for your more mature skin, too. “Don’t be afraid to wear a tiny bit of shimmer on the lid, especially for a fun evening look,” Bell advises. She especially likes this cream shadow in Myth. “It’s a beautiful taupe/brown cream shadow that looks great on everyone and has lots of healthy skin benefits,” she says.
The pigments are light reflective, too, which means all eyes will be on your, well, eyes. Stephanie G-M, a fashion and beauty makeup artist based in Austin, Texas, also recommends the brand’s Eyelights Cream Eyeshadow, noting that “the shimmer reflects light, so it blurs the lines and doesn’t accentuate crepey skin like a matte color would.”
A brightening pick:
These shadow sticks are a go-to for Gregory Arlt, a celebrity makeup artist based in Los Angeles. “The shimmer is sheer enough to look great on mature eyes,” he says. The cream-to-powder formula is infused with macadamia and meadowfoam seed oil to help hydrate and smooth the skin, and it’s both vegan and cruelty-free to boot.
Former editor Amanda Fama is also a fan of this this eye shadow. She says, "This formula goes on so smoothly, and it's simple to blend in once applied. Not to mention, it's long lasting and has a built-in sharpener, which is ideal for precise application."
Easy-to-apply powder:
It’s true that powder shadows may be more difficult for fine lines and wrinkles. However, Elaina Badro, a celebrity makeup artist based in Los Angeles, recommends this one because of its inclusion of oryza sativa extract. “It helps to smooth out skin and retain moisture,” she says, also noting that the formula is “easily blendable.”
Most recommended:
Can’t give up your powder? No worries. This innovative cream-to-powder eye shadow is the next best thing and a favorite among many of the makeup artists we interviewed — like Stephanie G-M, who called it “very nourishing.”
It’s a favorite of celebrity makeup artist Alexandria Gilleo, too. “For clean beauty lovers especially, this liquid-to-powder shadow is brilliance,” she says. “It dries down to a soft, velvety finish and lasts all day without settling into lines. Plus, it feels weightless on the lid — truly the best of both worlds.” Riner is a fan of this shadow, too. “I like to apply a tiny amount at the base of the lashes, then gently tap to diffuse the color,” she says.
Award-winning eye shadow stick:
“First of all, it’s super portable and less likely to make a mess than other shadows, it’s easy to just swipe on and you can make it so the color is just barely there or super noticeable," says commerce writer Emma Stessman.
2024 Shop TODAY Beauty Awards winner:
If you have crepey lids, Bell recommends using a soft cream eye shadow stick, and this one is her favorite. “It’s a very nourishing formula containing hyaluronic acid and raspberry stem cells,” she says. “They’re easy to use and glide on effortlessly across the lid.”
Not to mention, they offer up to 24 hours of wear that’s resistant to creasing, smudging, sweating, fading and transferring. She loves Au Natural for fair skin and Cobblestone for darker skin.
Palette with 14 shades:
“I absolutely love Anastasia Beverly Hills Eyeshadow Palettes — I actually feel like these aren’t talked about enough,” Gilleo says, who especially recommends Modern Renaissance. She calls the colors “absolutely stunning, silky and soft,” adding, “The formulas are creamy and highly pigmented, blending effortlessly while delivering beautiful, buildable color.”
Luxurious splurge option:
With nourishing shea butter, nutrient-rich sunflower wax, and mineral-derived pigment for a streak-free finish, these eye shadows are worth a second look. (Yes, pun intended.) The trios are a favorite of Loiz, who says they’re “very soft and blendable, won’t settle into fine lines and are hydrating for drier eyelids.”
What type of eye shadow is best for mature skin?
As we age, the skin around our eyes tends to age right along with us, creating wrinkles, fine lines and crepey textures. Certain eye shadow formulas work better in these cases because they don’t settle into the lines and accentuate them further.
“My recommendation for mature skin is cream or cream-to-powder shadows,” says Arlt. “Using a cream tends to be more forgiving to wrinkles, crepey skin or textured lids. They can really get into the folds of the skin, whereas powders can sometimes stick or sit on top of the skin.”
Gilleo agrees. “When it comes to mature skin, you’ll want to opt for eye shadows that enhance — not compete with — your natural beauty,” she says. “Cream formulas glide on effortlessly, stay hydrating and won’t settle into fine lines like powder can.”
But what if you just truly love powder eye shadow? The good news is, you can still wear it — just with a couple caveats. “If you prefer a powder, choose finely milled, silky textures that blend beautifully and leave a soft finish,” Gilleo recommends.” Arlt also recommends applying an eye shadow primer first to make sure the shadow holds throughout the day.
How to apply eye shadow on wrinkled skin
“The way you apply eye shadow makes all the difference in creating a lifted, eye-opening effect,” says Tonya Riner, a makeup artist based in Houston, Texas. “I love working with both liquid and powder formulas to enhance the eyes’ shape — matte shades create depth and definition, while shimmer brings light to the center of the lid and inner corners.”
Most importantly? Go in with a fine hand. “The key here is gentle — you want to embrace your skin, not fight against it,” Gilleo advises.
Here are a few tips and tricks for applying eye shadow to mature skin.
Step 1: Apply eye cream
“Hydration is always your best friend,” Gilleo says. She recommends applying a nourishing eye cream to hydrate the lids and skin around your eyes.
Step 2: Apply eye shadow primer
Every makeup artist I spoke with recommended applying primer before going in with eye shadow.
“Make sure to prep the eye area with an eye primer first,” Bell says. “I especially love Milk Makeup Hydro Grip Eye Primer for mature skin because it will lock your eye makeup into place for eight hours and prevent creasing, and the hyaluronic formula adds moisture and a blurring effect to the eyelid.”
Step 3: Apply eye shadow
Whether you use your fingertips or a fluffy brush, now’s your moment.
Arlt recommends tilting your chin back and looking down into the mirror with your lids taut. “If needed, lift your brows a bit to allow the skin to be even more taut, and apply where you’d normally wear shadow,” he says.
Gilleo recommends applying shadow with a micro fluffy brush or your fingertips. “Use light, soft strokes to apply eye shadow, and blend, blend, blend,” she says.
Meanwhile, Loiz advises tapping the product on instead of swiping, “to prevent dragging the skin,” she says.
Frequently asked questions
The good news is, playing with color doesn’t have to stop at the first sign of a wrinkle. However, there are some that may be more flattering than others. “Neutral tones are always my favorite to use on mature skin and they look effortlessly chic,” Gilleo says.
“Think warm taupes, soft browns, peachy pinks and champagne golds — they have a way of lifting and brightening the eyes without looking heavy.”
Arlt recommends choosing warmer, candlelit colors. “Shades like peach, warm brown and chocolate bring life to the eyes,” he says.
The best rule of thumb when choosing an eye shadow for mature skin is to stay away from anything too harsh.
“Those can age the look and settle into lines,” Gilleo says. Arlt agrees, noting that shads like “grays and mauves can tend to look a bit aging, as they can make the eyes appear tired.”
Loiz also recommends avoiding anything too shimmery, glittery or frosty. “Super shimmery and glittery tend to settle in fine lines and enhance them, and frosty shades look dated and age you,” she says.
Badro recommends looking for eyeshadow that contains hydrating ingredients, like sodium hyaluronate.
“Because mature skin tends to be drier, it will help to not only hydrate, but keep the eyeshadow from flaking off,” she says.
Bell recommends steering clear of talc. “Talc can be very drying to the skin and can often contain some toxic ingredients, so it’s best to avoid it around the eyes,” she cautions.
There are basically two things you need to do before applying eye shadow to mature skin. Firstly, hydrate, hydrate, hydrate. Gilleo recommends using an eye cream like Tatcha The Silk Peony Eye Cream, which she says is “luxurious and absorbs quickly.”
Before going in with any color, it’s important to prep the eyelids with an eye shadow primer. “A good primer creates a smooth base, locks in color and prevents creasing,” Riner says. Every makeup artist we talked to noted the importance of eye shadow primer, so it bears incorporating into your makeup routine. There are a ton of options on the market, but the ones recommended by the artists we spoke with are:
- Hourglass Veil Eye Primer: "It’s a game changer for keeping everything in place and preventing creasing,” Gilleo says.
- Laura Geller Spackle Waterproof Eyeshadow Primer: “It allows the shadow to glide on and stay all day, as well as even out the skin tone prior to shadow application,” Arlt says. “It will also make the shadow more vivid.”
- Urban Decay Eyeshadow Primer Potion Anti-Aging: “It has a slight tint to neutralize discoloration, while keeping the lids hydrated and shadow in place,” Riner says.
- M.A.C Cosmetics Prep + Prime 24-Hour Extend Eye Base: “It allows eye shadow to last much longer and helps intensify the color,” Badro says.
If you’ve noticed crepey skin — aka thin skin that has the look of crepe paper — around your eye area, it’s best to use a certain kind of eye shadow.
Loiz recommends using shadows with matte or satin textures, and making sure they’re either water resistant or waterproof.
“Crepey lids have lost their collagen and elasticity, have more fine lines and are looser,” she says. “You don’t want any kind of cream or shimmery eye shadow because they can settle into and enhance fine lines. Using a more matte texture lays more evenly on the lids.”
Badro recommends matte eye shadow for crepey lids, too. “Shimmer and frosted eye shadows should be used sparingly on the eyes as they have the tendency to accentuate texture,” she says.
How we chose
The Shop TODAY team chose eye shadows for mature skin based on advice given by expert makeup artists regarding the benefits of each (including formula, texture and color payoff).
Meet the experts
At Shop TODAY, our reporters interview a range of qualified sources and experts to capture a wide scope of perspectives on a given topic. We also make sure that all expert guidance and recommendations are made independently and with no undisclosed financial conflicts of interest.
- Gregory Arlt is a celebrity makeup artist based in Los Angeles, California.
- Elaina Badro is a celebrity makeup artist based in Los Angeles, California.
- Patty Bell is a celebrity makeup artist based in Pittsburgh, Pennsylvania.
- Alexandria Gilleo is a celebrity makeup artist based in New York.
- Stephanie G-M is a fashion and beauty makeup artist based in Austin, Texas.
- Renée Loiz is a celebrity makeup artist and co-founder of the On Hue podcast, based in Los Angeles.
- Tonya Riner is a makeup artist based in Houston, Texas.
- Jonet Williamson is a professional makeup artist who has over 14 years of experience.
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