With the majority of TikTok makeup trends catering to Gen Z, and changing by the day, we're not surprised to hear that older demographics are feeling left behind. The skin-care sector has expanded in a big way as of late, including more launches for menopausal skin, and thinning hair products are popping up everywhere in hair-care category. But when it comes to makeup for 40-plus cohort, the offerings aren't as robust. Women in this demographic are looking for skin-friendly, nondrying formulas that won't tug, won't settle into lines and wrinkles, and won't accentuate the signs of aging they're trying to disguise. Here, we outline the best makeup brands for mature skin, including the best-sellers worth trying if you haven't yet!
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Founded in 2020 by iconic makeup artist Bobbi Brown after leaving her namesake brand Bobbi Brown Cosmetics (acquired by Estée Lauder), Jones Road rose to fame thanks to its cult-favorite Miracle Balm, which now comes in 13 shades and works as a blush, highlighter, allover tint and lip balm. We love that the brand frequently uses models with mature skin in its marketing, and its formulas are made to celebrate skin's natural beauty, not hide it.
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Founded in 2008 by Jamie Kern Lima (now a podcast host and guest shark on Shark Tank), IT Cosmetics offers skin care–infused, user-friendly makeup that's great for mature skin. Maybe you've heard of its best-selling Bye Bye Under Eye? This full-coverage concealer hides everything you'd want it to and makes you look like you actually slept well. Other fan-favorites include the CC+ Cream, Superhero Mascara and Superhero No-Tug Eyeliner.
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A BIPOC, female-founded, skin-first makeup brand designed by women over 40 for women over 40, EpicLight launched in 2022. Cofounded by two women who felt like the beauty industry "seemed to ignore women like them with products that didn’t keep up with evolving skin and lives," the brand offers products made with high-performance ingredients that won't settle into lines or feel heavy. The brand's latest launches include Luminizing Glow Gel and Lip Flip Tints, which offer its beloved Lip Flip Treatment Balm in a tube format with a variety of new shades.
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After a 30-plus-year career in beauty product development, Sarah Creal decided to launch her own brand in 2024, and women over 40 are obsessed. Her products are designed with this group in mind (the packaging is very upscale, too), and her blog offers countless tips for them as well, including everything from "Mascara for Babes 40+" to "How to Create Dimension & Lift at 40+." The Face Flex Concealer & Complexion Enhancer is a best-seller and NewBeauty Award Winner, and we also love The Adults Are Talking Solid Lip Serum.
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"Makeup for Mature Skin" is the first tagline you see on the brand's website, and that's been the ethos of founder and makeup artist extraordinaire Gucci Westman since she launched in 2018. The chic, luxurious line helps simplify makeup application for the mature set, with the best-selling Vital Skin Foundation Stick at the center of the routine. Other favorites include the Baby Cheeks Blush Stick and Lip Suede Matte Lipstick.
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Founder, makeup artist and clean beauty pioneer Rose-Marie Swift has been sharing her timeless beauty secrets to enhance mature skin since she launched RMS in 2009. Her signature "five-minute face" is achieved using her famous UnCoverup Concealer,, along with other best-sellers, including the Straight Up Volumizing Peptide Mascara and Luminizer.
