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7 Game-changing Makeup Tips for Women over 40

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As a woman, I believe we are made to feel a certain way about aging and whether we choose to lean into the changes that come naturally along with that process or use products or services to slow the process down a bit, we are judged for it. I'm here to tell you that I made a conscious decision to age however I choose to in any given phase from here on out the moment I turned 40 and you should too. I use skincare products with anti-aging ingredients, wear clothes that make me feel confident and wear makeup whenever I want to wear it, but most days it's tinted SPF and lip gloss. No matter what society is saying, I'm going to keep choosing me as the "expert" in what's right for me and how I want to look on any given day.

In my opinion, women can wear any style of makeup that they wish to wear at any age, however as we age, there are ways to better achieve the looks you're going for as you address the natural changes that are occurring on your skin and face. Most women see changes in their complexion, skin texture, pore size and/or develop sensitivity to product ingredients. These 7 game-changing makeup tips for women over 40 can help you highlight your best features, making you feel confident at any age.

Fill in Your Brows

You may have noticed that you no longer have to pluck or maintain your eyebrows as much as you age, but with that "bonus" often comes sparse areas within your brows and sometimes even loss of the 'tails'. Be sure to fill in any sparse areas with your favorite brow pencil. Pro tip-using eyeshadow to fill in your brows can work for some women, but the key is to find the color that matches or is only slightly darker than your natural brow color. Don't forget to fill in the tails or draw it back on to elongate your brows to complete the look!

Open up Your Eyes with Eyeshadow

Use a small, circular motion with your eyeshadow brush to ensure the shadow is on the eyelid skin evenly. A windshield wiper motion can sometimes miss areas of the lid where there is some crepey-ness. Open up your eyes by using lighter, nude shades on the lid and under the arch of the brow. Adding a medium to dark tone high enough so these shadows can be seen above 'hooded' eye areas makes a world of difference. It also helps to make a backward seven shape at the outer area of the eye to lift the eye.

Pro tip-When you look for an eyeshadow palette, try to pick one that has shades you really love and avoid any that have colors you'll never use to avoid feeling like you've wasted your money.

Use Eyeliner

I can hear the collective sigh from some of you as I type this tip. It's true, as we age it's harder to apply eyeliner due to a combination of changes in the elasticity of our skin as well as our eyesight. Choose an eyeliner that has a smudging tool (or a Q-tip) to give a softer look to get away with a line that isn't as perfect. Or rub an angled eyebrow brush over an eyeliner pencil and use the brush to apply the liner far easier than free hand. I usually recommend a darker brown on the top lid and a lighter brown applied only to the outer third of the bottom lash line for a pretty, soft look. Black can be used for a more dramatic look, however you will want to be very confident in your application. Pro tip-No need to apply a lot, less is more and remember a dark eyeshadow can always double as a liner if you can apply it with a steady enough hand.

Apply Blush to Apples of your Cheeks

Since we are working against gravity, it's important to apply blush on the upper part of your cheekbones in a slightly upward sweep. As our skin tone can change over time, we also need to be very aware of whether warm or cool undertones will work best for us. Don't worry ladies, more posts on this topic coming soon.

Say Goodbye to Drying Lipstick

Trends and Influencers may say otherwise, but not choosing bright enough lipstick colors with luminosity can age you in an instant. Color and shine can boost your lips and keep them hydrated. Matte lipsticks and the nude lip look can age anyone by showing lip creases/lines and or making your lips essentially disappear with little to no color. Our lips naturally begin to thin as we mature so we can't afford to hide what we have ladies, be bold!


The application process is just as important as the products themselves. Using a soft buffer brush to apply your foundation will allow it to smooth out your skin instead of settling into fine lines.

Lipstick 'feathering' or 'bleeding' can also be a challenge due to small wrinkles around the mouth area, so I recommend using foundation or concealer (with the lips stretched wide when applying) around the mouth area to provide a barrier before applying any lipstick. Pro tip-Using a lip liner and applying a light application of powder can also be helpful and another method to try.

For women who need greater coverage due to redness or discoloration, I recommend using a combination foundation and concealer formula, but apply sparingly and add more as needed to avoid a cakey, textured look.

Choose a New Formula

Believe it or not there are many different makeup formulas out there to address all kinds of skin concerns. As we age, it's the perfect time to consider a new makeup formula as we start to see our old "go-to product" isn't doing it for us anymore. Consider fragrance-free and allergy tested products with a light formula that is buildable for full coverage when you want it. I definitely recommend cream or liquid foundations and cream blush. Powder can settle in fine lines and emphasize those lines and any crepey-ness we may have in our eye areas. It can also look splotchy and uneven--something none of us wants in our makeup look. The majority of women tend to experience drier skin as we mature, so using cream products with more moisture is a benefit. They're also pretty forgiving, as you can start with a small dab and gradually build to a soft, light color you desire.

The number of products each makeup company has can feel overwhelming and intimidating, so don't be afraid to ask for samples at makeup counters or shop at places like Ulta and Sephora with flexible return policies to avoid wasting money on products you decide aren't for you as you search for your best option. If possible, ask an employee {who's roughly your age} for recommendations, as they'll likely have some of the same skin concerns as you do and will be able to recommend you a product that addresses them best.

As an esthetician, makeup is one of my passions! I offer {the most nonjudgemental, friendly and sales pitch free} makeup tutorial and application classes both in person and online for all ages. Should you find yourself overwhelmed and unsure of where to start, I'm always happy to help you determine what works best for you. Send me a message.


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