I've been the lucky beneficiary of many beauty industry product launches in my decades of beauty editing, and am a veteran of many multi-step skincare and makeup routines. From sensitive skincare routines to viral makeup sensations, if Big Beauty dreamed it up, I tried it. And now—Mama's tired. I'm over 50, and really busy, so I am not looking for a daily routine that doubles as self-care mediation sesh. I just need to get out of my bathroom looking more upbeat/awake and less sleepy sea hag. Turns out, I'm in luck—lightweight formulations and fewer products flatter my mature skin more than the layers of eye makeup I caked on when I smiled at a younger woman's face in the mirror. Here are some specific tips that I find helpful—as well as products I've tried and/or wear regularly—including advice from makeup artists and industry professionals. And at the end of this story, I answer some frequently asked questions about the best makeup for women over 50.
7 Makeup Tips for Women in Their 50s, According to Makeup Artists and a Lazy 50+ Beauty Editor
Finally, less effort pays off
PureWow editors select every item that appears on this page, and some items may be gifted to us. Additionally, PureWow may earn compensation through affiliate links within the story. All prices are accurate upon date of publish. You can learn more about the affiliate process here.
Meet the Experts
- Jenny Patinkin is a celebrity makeup artist and founder of Jenny Patinkin Eco-Luxe Beauty Tools, an award-winning line of makeup brushes, skin tools and travel sets. She is the author of Lazy Perfection: The Art of Looking Great Without Really Trying.
- Taylor Audette is Vice President of Brand Marketing at Ogee, beauty products with a minimum of 70 percent organic ingredients. She is a veteran of the clean cosmetics space, beginning her career at botanicals-based Tata Harper Skincare.
1. Opt for Skincare-Infused Products
"Opt for hydrating foundations like Ogee Complexion Perfecting Tinted Serum and creamy, nourishing blushes that blend seamlessly like our Sculpted Face Sticks," says Audette, who recommends a minimalist approach for mature women. "Focus on enhancing glow with skincare-infused makeup that supports and protects skin," she says. (I can personally vouch for the way the jojoba oil-rich serum and face stick really enhance my skin, without making it appear oily.)
2. Cocktail Your Foundation
"If you’re experiencing age-related changes to the skin such as fine lines, discoloration and enlarged pores, it might seem logical to use extra makeup in an attempt to cover and camouflage, but that approach can backfire by accentuating things instead. I prefer to use a medium coverage foundation mixed with a few drops of liquid highlighter before buffing it into the skin with a soft, dense makeup brush. Thinning out your foundation this way gives you a dewy, brightening effect while still delivering coverage," says Patinkin.
3. Choose Cream Highlighter
"Highlighter can look incredibly flattering on lived-in skin since it gives the impression of hydration, brightness and lift. However, I do caution women with more mature skin to opt for a cream highlighter rather than a powder. The emollients in a cream create a barrier between the skin and any shimmery particles, preventing them from sinking into and accentuating fine lines," says Patinkin.
4. Don't Forget Mascara
"Having long, dark eyelashes can help camouflage any age-related issues on the eyelids by creating a curtain-like effect. I like to use what I call my ‘Press Wiggle and Fluff’ technique to really boost their darkness and density. To do this, I prefer a mascara with a smaller brush so I can easily press it right into the roots of the lashes to lift and curl, before wiggling it back and forth to darken and fill all the gaps between the lashes and fluffing them upwards to create length and density," says Patinkin. The darkness at the roots helps to define the shape of your eyes and makes your whites appear brighter, while the added length creates a drape over the lids. Win-win.
5. Be Strategic with Shimmer
"Rather than sweeping a shimmery shadow all over your lids, stick to applying it on the smooth surfaces only—such as along the tear ducts or inner corners of your eyes or directly on the center of the lid. Use a matte shadow everywhere else to draw less attention to any fine lines around your eyes," says Patinkin. She likes PYT Beauty’s Day to Night palette because it has a combination of both matte and shimmer shadows.) Chanel makeup artist Patti Dubroff uses Chanel's seductively dusky matte Rouge Cuir across the whole eye area and a smidge of Quartz Fumé on the center lid.
6. Use Less Concealer
Under-eye concealer becomes increasingly challenging to apply as you get older. "For anyone who has crepey-ness and fine lines, using the least amount of concealer possible will always look better and wear longer since it’ll be less likely to crease. Additionally, it’s crucial to use a beauty tool that does not stretch or tug at the delicate skin around your eyes during application," advises Patinkin.
7. Brush Bronzer on Your Decolletage
Beauty doesn't end with your face, according to Patinkin: "So many of us over the age of 50 end up with a color differentiation between our face, neck and décolleté, simply from having lived our lives. With all of the amazing skin-care products and aesthetic services available to us now, it’s very easy to correct and even out the pigments on our face, but we often forget about our neck and chest." The makeup artist says that a face that's one tone on top of a neck that's another hue "makes the extent of our skin-care efforts look both obvious and incomplete," she says. "I always find that using a good bronzer will bridge the discoloration gap. Pick one that matches the deepest part of your skin and apply using a soft fluffy brush."
Frequently Asked Questions
What are special considerations for applying makeup over 50?
Makeup for those over fifty should celebrate natural beauty while enhancing the skin’s bounce and radiance. "Hydrating, skincare-infused products that smooth and soften are key," says Audette. "Lightweight, breathable formulas that nourish and brighten are ideal, while heavy or drying options should be avoided." The goal is to allow skin to breathe, glow, and maintain a naturally-enhanced appearance by opting for products that deliver a second-skin finish.
Are there any common mistakes you seeing women make wearing makeup over 50?
"One of the most common missteps is using formulas that are too heavy or matte, which can settle into fine lines and creases," says Audette. The clean beauty expert recommends instead choosing products that provide a seamless, luminous finish to make skin appear more hydrated and youthful. Another big no-no Audette says she sees older women making is neglecting skincare before makeup. "Prepping with hydrating products ensures a smoother application and a more radiant glow," she says. "Remember, less is more; let your natural beauty shine through."
How to look classy at 50?
Think quiet luxury, but for your face. Classy beauty reflects an effortless blend of confidence and sophistication. A minimalistic approach to makeup that accentuates natural features with luminous skin, a delicate flush of color and softly defined eyes reflects this philosophy. "Embrace clean, skincare-infused formulations that nurture a healthy, radiant complexion. A refined approach—where each product serves a thoughtful purpose—elevates timeless elegance," Audette says.
