If you’re getting older and noticing certain changes in your skin, such as more fine lines and wrinkles and increased dryness and crepiness, the most important thing to know is it’s completely normal and you’re not alone. It’s a natural part of the aging process due to the fact that our levels of collagen, elastin and hyaluronic acid steadily decline as time goes on. So what can you do about it? It’s simple, really: Opt for formulas that help hydrate, nourish and smooth the skin to accentuate its beauty.
“As our collagen breaks down, it can cause powdery makeup or heavy formulas to really start to settle into fine lines and pores,” explains New York City-based celebrity makeup artist Neil Scibelli. “As we mature, our oil production slows down as well, so products will sit on the skin differently.”
“For mature skin, you want to choose hydrating, light-to-medium coverage products over matte, full-coverage options, as the luminosity provides a healthy glow and minimizes the appearance of fine lines,” notes makeup artist Eunice Kristen.
Scibelli adds that he typically reaches for cream products on mature skin because “cream products are easy to blend and typically bind to the skin better, with a more skin-like finish.”
Here, Scibelli, Kristen and a slew of other experts provide shopping tips and recommendations for curating the best makeup routine for mature skin. Plus, you can take a look at (and shop!) all our makeup winners from Shop TODAY's inaugural Mature Beauty Awards!
Best lengthening mascara$8.38$13.99
Shop TODAY Mature Beauty Award makeup winners
This fan-favorite formula comes in a versatile array of both bold and neutral hues. Despite being ultra pigmented, they’re also crease-resistant, extremely comfortable to wear and easy to blend out thanks to ingredients like hydrogenated castor oil and rice bran wax.
Pro tip: You can also use them in place of liner because the pointed tip is excellent at creating smooth, precise lines. (It also features a built-in sharpener, which we love.)
This award-winning foundation is the one to reach for when you want full coverage and a natural finish. The brand not only promises a formula that delivers on evening skin tone and blurring dark circles, but they also say it can “instantly reduce the appearance of wrinkles” as well!
This mascara has been a longtime favorite of Shop TODAY writers and editors. The bestseller promises a weightless feel and a formula that easily define, lengthen and volumize lashes.
According to the brand, this foundation is considered “makeup fueled by skin care.” It’s formulated with hyaluronic acid to quench the skin, while also offering light coverage to even the skin tone and leave it looking plump and radiant.
One expert told us that his award-winning lip mask is a great choice for maturing skin due to its hydrating ingredients. It’s formulated with squalane, coconut oil and shea butter to help moisturize, soften and smooth the area.
“I always prefer an under-eye concealer that will help with puffiness and not settle into fine lines,” says makeup artist Jonet Williamson, who loves this formula from Revlon because it contains caffeine and vitamin C to help brighten while combating puffiness. It’s also air-light and offers buildable, skin-like coverage that’s extremely comfortable to wear.
Production associate Audrey Ekman says this lip treatment is a go-to product for her morning and night. “It leaves my lips feeling nourished for hours at a time, thanks to peptides, hyaluronic acid and other key ingredients in the formula,” she says. According to the brand, it can even keep the skin hydrated for 24 hours.
Whether you prefer a light tint or a full-coverage beat, this buildable balm can help you create your perfect base. It can blur imperfections, even skin tone, hydrate the complexion and keep you glowing all day long.
According to the brand, this primer was made for beautiful wear on mature skin. It offers a cream-to-gel formula that creates a smooth base for makeup and blurs pores and fine lines.
If you’re looking for a plumper pout, Paula’s Choice has you covered. This lip balm is said to be packed with pro-collagen peptides that instantly nourish the area, improve fullness and offer 24-hour hydration.
While traditional lipsticks can feel heavy and drying, these Merit formulas offer the exact opposite: a lightweight finish without sacrificing pigment! You can expect a stunning satin finish, buildable color and a glossy effect you’ll want to wear again and again.
This mascara was literally made to boost lash lift! The formula is infused with the brand’s Calm Complex, which is designed to support stronger lashes, offer 12 hours of length and nourish the lash line.
According to experts, our lashes can weaken and shorten over time. So, picking the right mascara is vital to keeping them long and healthy. This Prime Prometics formula was specifically developed for mature lashes and is packed with nutrients to boost growth and prevent dryness, per the brand.
The last thing you want to do to mature eyelids is add product that makes them look even heavier. While most eyeshadows do just that, this one from Jones Road promises a weightless formula that offers a luminous finish and “cushiony” feel. Perfect for adding just a pop of color or shimmer.
Contributing writer Colleen Sullivan says she was “struck” by this lip oil right off the bat. “Unlike similar products I’ve tried that offer up this much moisture, this one doesn’t disappear quickly or smear all over my face within minutes,” she says. “How this product doesn’t bleed — and how it stays within the lines of my lips without the use of a pencil — is a pretty incredible mystery.” She goes on to rave about the formula’s incredible pigment payoff and clean ingredients.
As we get older, our skin is more prone to visibly showing creasing after makeup is applied. This concealer promises 16-hour creaseless wear as well as a formula that will brighten the skin and conceal wrinkles and other imperfections.
Commerce editor and producer Julie Ricevuto says this eyeshadow stick offers color that “lasts all day without creasing.” It comes in a variety of colors with both matte and shimmer finishes, plus waterproof and crease-resistant wear.
Perfect for on-the-go touch-ups and saving space in your luggage, this 2-in-1 beauty stick is a game-changer. With your bronzer on one side and a creamy blush on the other, you can complete your makeup look in just a few swipes. Plus, the brand promises incredible payoff and an easily blendable formula.
“Cream blush is always a go-to for creating a natural flush on the skin,” explains Scibelli. “Jouer Cosmetics makes these amazing double-sided cream blushes that contain skin-savvy ingredients like squalene and jojoba oil, so you can be assured they’ll blend right into the skin while giving this beautiful radiance to the skin at the same time.”
Style expert Bobbie Thomas calls these eyeshadow stick “grown-up glitter with a swipe of joy!” If you want to give minimalist eye looks a break and opt for something bolder and brighter, the pearl pigments in these shadows will definitely make a statement. The brand says the reflect light to create a “dimensional shimmering effect.”
Celebrity makeup artist Billie Gene likes this primer from Lancôme for mature skin. It’s formulated with the brand’s Elasto-Smooth technology to create a “soft-focus” blurring effect. It touts an oil-free formula that works well with all skin types.
Best primers for mature skin, according to experts
Celebrity makeup artists Billie Gene, Ash K. Holm and Kelly Zhang all agree that mature women should be looking for primers that are blurring, smoothing and plumping. Holm and Zhang emphasize the importance of opting for hydrating formulas with ingredients such as hyaluronic acid, glycerin or squalane.
Holm also calls out “light-reflecting or radiant primers with vitamin C or light-diffusing particles for a youthful glow.”
The experts recommend avoiding formulas that are mattifying, heavily silicone-based (which will cause them to pill under foundation) and overly thick formulas that can settle into wrinkles.
This editor-approved primer also gets both Gene and Holm’s seal of approval. It promises long wear for up to 12 hours and boasts hydrating ingredients including hyaluronic acid and niacinamide.
Looking for something that'll leave you looking radiant? Holm recommends this primer from award-winning brand Laura Mercier. It touts the ability to help with dark spots and discoloration, and promises to extend makeup wear for more than 12 hours. Plus, Holm likes that it "adds a natural glow without shimmer."
According to the brand, this primer blurs pores, smooths texture and even shields the skin from pollution. Holm likes it for the texture-smoothing and hydrating aspects.
Another favorite of Gene’s, this designer primer contains light-infused pigments and four nourishing oils — corn, apricot kernel, Passiflora and rice bran. According to the brand, it provides a radiant finish that blurs imperfections and leaves you with smoother-looking skin.
Holm likes this primer because it "blurs imperfections without drying." According to the brand, it can conceal redness (including rosacea) and even skin tone while minimizing the look of fine lines and visible pores.
Best eye liners for mature skin, according to experts
Zhang, Gene and Holm say anyone with mature skin should be looking for eyeliners that are pigmented, waterproof, creamy and offer long wear. Holm and Zhang specifically call out dark brown, soft black, navy and plum shades "for a softer, more flattering look," according to the former.
They all recommend avoiding liquid liners that can create a harsher look and settle into wrinkles.
Gene is a fan of this budget-friendly eyeliner from Sephora. It comes in matte, shimmer and glitter finishes, so you can achieve the right look for every occasion.
“When it comes to lining the eyes, I tend to lean towards browns and navy tones on mature skin, which offer a softer finish while still getting that definition,” says Scibelli, before recommending this option from Urban Decay. “I also stay out of the eye line which can sometimes close the eye shape. Instead, line along the lash line or even slightly under the lower lash line to open up the eye shape a bit more.”
It’s also a favorite of Holm’s.
Another favorite of Gene’s, this waterproof liner promises smooth application and staying power once dried. It also has a smudging tool at one end, making this a great multi-use product.
Gene also likes the eyeliner from award-winning brand Laura Mercier. According to the brand, it provides "16-hour pigmented, long-wearing, waterproof wear that won’t tug, smudge or transfer."
Holm describes this gel eyeliner as "perfect for subtle definition without smudging." It's one of the brand's bestsellers and reviewers say they've been using it for a decade or more!
Best eye shadows for mature skin, according to experts
“When selecting eye shadows, cream and liquid shadows are my go-to for mature skin because they’re easy to blend and give great color payoff without having to add an eye primer,” says Williamson. Kristen agrees, adding, “Choosing cream-based eye shadow for mature skin offers hydrating benefits, resulting in a smoother, youthful look while reducing the visibility of fine lines and wrinkles.”
She also recommends shadow sticks, in particular, because they negate the need for an eye shadow brush, which can tug at the delicate skin in this area.
Kristen loves how foolproof and blendable this long-lasting formula is. And the gorgeous shade range isn’t anything to gloss over, either. There’s a beautiful mix of fun colors like green, purple and gold, along with everyday neutrals like nude, brown and bronze. In its formula, you’ll also find skin-loving ingredients such as vitamin E and synthetic beeswax to comfort the skin and help the color to glide on effortlessly.
Williamson appreciates how pigmented and easy to blend this 2024 Beauty Award winner is. There’s over a dozen stunning shades to choose from, as well as both shimmery and soft-matte finishes so you can pick whichever one suits your skin the most. The nourishing, alcohol-free formula also contains maracuja extract and vitamin E, both of which aid in calming and rejuvenating the skin.
A favorite of Williamson’s for mature skin (and another 2024 Beauty Awards winner), these creamy yet long-lasting eye shadow sticks contain nourishing ingredients like vitamin E and synthetic beeswax so they glide on effortlessly without pulling at the skin or accentuating any fine lines or crepiness.
According to the brand, they’re formulated to last up to 12 hours while being both smudge- and crease-proof.
Best concealers for mature skin, according to experts
“My best advice when it comes to concealer for mature skin is to choose formulas that are lightweight and buildable,” says makeup artist Suzanne Sabat. “Mature skin clients have texture or movement to their skin and anything too heavy can enhance that; the idea is to brighten but not make it look heavy.”
“This product is a really great budget-friendly snag,” says Sabat of e.l.f.’s bestselling Camo Concealer with hyaluronic acid and rose water. “It’s creamy, lightweight and very easy to blend. Plus, it’s long-lasting and the large applicator makes it easy to apply anywhere on the face.”
“This concealer is my favorite because of its lightweight wear and how it color-corrects and brightens without looking heavy,” says Sabat. “This is also a great product for beauty lovers who want to wear it all over the face as it’s long-wear and self-setting, which is great for mature skin because the less powder the better.”
Best foundations for mature skin, according to experts
Zhang recommends looking for sheer-to-medium coverage with a "hydrating, luminous finish. A dewy formula enhances the skin’s natural glow while preventing heaviness."
On the flip side, she says you'll want to avoid thicker, full-coverage foundations because "they can settle into fine lines and look cakey."
Williamson has previously recommended this product that exists at the intersection of a tinted moisturizer and traditional foundation. She also praised it for the presence of SPF 30 (because you can’t go wrong with a little extra sun protection!).
New York City-based makeup artist Brianna Farfel previously recommended this foundation for mature skin if you’re looking for medium-to-light coverage. She describes it as “super hydrating,” “great for all skin types including sensitive skin” and says its buildable enough to add more to areas that need more attention without worrying about it looking cakey.
“This is my all-time favorite foundation — not only is it super long-lasting, but it also features light-diffusing minerals that give skin a radiant finish,” explains makeup artist Azra Red. “It’s a serum-makeup hybrid that provides hydration, but still gives great coverage and doesn’t settle into fine lines. All of my clients said that after a long day, it still looks like skin — and that is what makeup is all about.”
Best mascaras for mature skin, according to experts
When it comes to mascaras for mature skin, double board-certified dermatologist Dr. Brendan Camp previously told us he recommends opting for lightweight, hypoallergenic and fragrance-free mascaras.
Kristen also recommends tubing mascaras which are long-lasting and smudge-proof, yet incredibly easy to remove with just water. “Tubing mascaras help protect sensitive eye areas by avoiding aggressive rubbing during mascara removal,” she says.
Kristen likes this wallet-friendly mascara from Milani features tubing technology that envelopes each and every lash hair with thickening polymers to leave lashes voluminous, lengthened and lifted. You can also count on it to separate your lashes for a natural-looking, clump-free finish.
“This is my favorite mascara for getting thick, luscious lashes naturally,” says explains Red. “The formula is safe for sensitive eyes — something to keep in mind for mature makeup. With this mascara you don’t have to do many layers — simply two would do it.”
Hourglass’s top-rated mascara is another staple in Kristen’s kit — especially for mature clients — as she loves the über-natural look it offers and the fact that it’s smudge-proof yet effortless to remove. It also contains a hero blend of hydrating and moisturizing ingredients that work together to keep lash hairs healthy and strong.
Shark Beauty CryoGlow Cooling + LED Face Mask
Winner: Most innovative skin tool
$349.99
Amazon
$349.99
Shark
$349.99
Ulta
E.l.f. Bright Icon Vitamin C + E + Ferulic Serum
Winner: Best antioxidant serum
$16.97
Amazon
$17.00
Ulta
$17.00
Target
Tula Skin Care Barrier Balance Ceramide Body Moisturizer
Winner: Most immediate results
$32.00
Tula
$25.60
$32.00
Amazon
$32.00
Ulta
Essie To The Rescue UV Gel Damage Repair
Winner: Best repair treatment
$7.55
$12.00
Amazon
$12.00
Essie
$11.99
Target
Versed Multi-Serum Skin Tint SPF 40
Winner: Best 2-in-1 tinted moisturizer
$19.99
Versed
$19.99
Target
$19.99
Ulta
Innisfree Green Tea Enzyme Vitamin C Brightening Toner Pads
Winner: Best value exfoliator pads
$28.00
Amazon
$28.00
Sephora
$28.00
Innisfree
Good Molecules 5% Niacinamide Serum with Ectoin
Winner: Best value serum
$8.00
Amazon
$8.00
Ulta
$8.00
Good Molecules
Almay Thickening & Tint Hypoallergenic Volume Mascara
Winner: Best value mascara
$10.38
Amazon
$10.38
Walmart
$10.49
Target
Beekman 1802 Micellar Milk Froth Cleansing Gel
Winner: Best 2-in-1 makeup remover
$29.00
Amazon
$29.00
Target
$29.00
Beekman 1802
The Mane Choice The Alpha Bond Repair Leave-In Conditioner
Winner: Best leave-in conditioner for instant results
$13.97
$14.99
Amazon
$14.99
The Mane Choice
$13.97
Walmart
Elizabeth Arden Retinol + HPR Ceramide Capsules
Winner: Best overall retinol
$84.15
$99.00
Amazon
$99.00
Elizabeth Arden
Best blushes for mature skin, according to experts
“Blush is a great add-on in a beauty routine, especially for mature skin clients, because it adds color and dimension that creates a youthful glow and helps awaken the face,” Sabat says.
Cream blushes are the formula of choice for both Sabat and Zhang. Sabat also calls out weightless, hydrating powder formulas that deliver a naturally radiant, lit-from-within effect.
Zhang recommends avoiding powder formulas, "especially those with shimmer, as they can settle into fine lines."
“This creamy blush leaves mature skin with a beautiful, healthy glow,” says Kristen of Fenty Beauty’s lightweight, non-greasy formula. There’s over a dozen universally flattering, sheer-yet-impactful shades to choose from, ranging from electric coral to soft plum. The buttery formula contains skin-loving ingredients such as vitamin E and candelilla wax. Apply it with fingers or a stippling brush for the most natural-looking, luminous finish.
“This creamy formula blends easily and gives an incredibly natural flush of color,” says Red. “It’s available in a great range of shades, so there’s something to fit every complexion. Plus you can use it on lips, too. I love multitasking products — easy to use and easy to pack when you travel.”
“This blush is great for mature skin because of the creamy feel and how easy it is to blend,” says Sabat. “It also has an amazing range of colors for all skin tones.” While it’s more of an investment than some other blushes, keep in mind that it is a duo so it’s like you’re getting two blushes for the price of one!
Best lip products for mature skin, according to experts
Maria Jones, professional makeup artist and hairstylist at Cover Clap, previously told Shop TODAY that she recommends formulas that offer hydration — specifically comfort-satin or creamy finishes.
She and Zhang both recommend avoiding matte lipsticks because they can be drying and emphasize fine lines.
The Lip Bar is not only an editor favorite but this particular lipstick was previously called out by Kate Johnson, makeup artist and founder of Glossed Finishing Studio. It goes on sheer but is easily buildable if you’re looking for a deeper pigment.
“I’m really big on lip products that contain feel-good formulas, so I love to use CTZN Cosmetics Nudiversal Lip Duos for a hydrating flush of color that can double as a lipstick or even a cream blush — with a range of nude tones for all skin tones,” says Scibelli. “I love that they specifically offer creamy, hydrating lipsticks with shea butter that feel good on and can be worn as a natural stain or a buildable bold color.”
Best setting sprays and powders for mature skin, according to experts
Holm, Zhang and Gene recommend reaching for hydrating setting sprays and fine-milled powder formulas. A few keywords to look for are "hydrating," "blurring" and "airbrush," according to Gene. "These keywords ensure you that the products will not dry out your skin or emphasize texture on the skin."
You're better off passing on any overly matte setting sprays or heavy powders. Zhang says they can dull the skin and Holm says they can settle into fine lines.
This ultra-fine mist gets Gene’s seal of approval. According to the brand, it’s loaded with good-for-your-skin ingredients including hyaluronic acid, niacinamide and vitamin C. It also promises to keep makeup in place for up to 16 hours.
Pair the Charlotte Tilbury setting powder above with the setting spray from the same brand, per Gene’s recommendation. It promises to set makeup for “up to 16 hours without melting, fading or settling into fine lines.”
Pair the Milk Makeup primer with the setting spray at the end. Holm likes it for keeping makeup "fresh and dewy." Plus, not only can you use it to set your makeup, but you can use it for touch ups to keep your look fresh throughout the day.
Holm likes this setting powder from Dame Pat McGrath because it "blurs and sets without dryness." According to the brand, it offers sheeer coverage, a natural matte finish and a "light-as-air" feel.
This micro-fine powder offers medium coverage that doesn’t cake or settle into fine lines. It’s a go-to for Gene and, according to the brand, is suitable for normal, oily and combination skin types.
Finish off your look with this ultra-fine powder that Holm says provides a "soft-focus effect." According to the brand, it's 100% vegan and "blurs imperfections for a natural, seamless finish."
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How we chose
Shop TODAY spoke with makeup artists to determine what to look for in the best makeup products, curating a complete routine for mature skin that includes primer, setting spray, eyeliner, and lipstick. We also referenced previous articles where we’ve consulted experts who recommended makeup products for mature skin.
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 ensure that all expert guidance and recommendations are provided independently and without any undisclosed financial conflicts of interest.
- Neil Scibelli is a New York City-based celebrity makeup artist.
- Eunice Kristen is a New York City-based professional makeup artist.
- Jonet Williamson is a professional makeup artist with over 14 years of experience.
- Suzanne Sabat is a Chicago-based professional makeup artist.
- Brianna Farfel is a New York City-based professional makeup artist.
- Dr. Brendan Camp, MD, is a New York-based double board-certified dermatologist in dermatology and dermatopathology at MDCS Dermatology.
- Azra Red is a New York City-based professional makeup artist.
- Maria Jones is a professional makeup artist and hair stylist at Cover Clap.
- Kate Johnson is a makeup artist and founder of Glossed Finishing Studio.
- Billie Gene is a bi-coastal beauty expert and celebrity makeup artist.
- Ash K. Holm is a celebrity makeup artist and co-founder of Los Angeles-based med spa, Dripology.
- Kelly Zhang is a celebrity makeup artist and founder of her namesake beauty brand.
Laura Geller New York Baked Balance-n-Brighten Foundation
Laura Geller New York Baked Balance-n-Brighten Foundation