9 Makeup Tips Women In Their Forties Should Commit To Memory

August 13, 2015 by Lisa Fogarty
shefinds | beauty

It’s really no secret that women in their twenties do not face the same skincare challenges as women in their forties. That’s the beauty of aging, right? So just as your style and sensibilities evolve as you get older, so should your daily makeup routine. When you’re 20, you can put just about anything on your face and get away with it, but that’s probably not that case once you hit 40. Luckily, Jennifer Trotter of Lip Service Makeup, pro makeup artist and beauty expert, and Kate O’Brien, founder of Alima Pure, are here to share their best tried and true makeup tips for women 40 and over.

1. Look for highly pigmented products. “You can use less product and still get color payoff,” Trotter says. “The older we get, we don’t want to pack on makeup, so this tip is important.”

2. Be careful with color choice. “Avoid dull or overly vivid colors,” Trotter says. “Right in the middle is where you want to be. Rosy/peachy/plum shades for lips and cheeks always look young and fresh.”

3. Less is more. While coverage is good, more is not always better, O’Brien says. “Moisturize well, and let it absorb thoroughly before applying foundation. Then apply with a light hand, going back over spots that need a little extra coverage without over-applying.”

4. Prime your lids. “Matte and (surprise!) shimmer eyeshadows often work better for eyes over-40 than pearly eyeshadows which can emphasize lines,” O’Brien says. “A touch of primer or BB cream on the lid before shadow application can help shadows stay in place.”

5. Skip trends. “Trends, for the most part, have the reverse effect and can make you look older,” Trotter says. “Giant drugstore brands quickly jump onto trends to capture their audience, but be wary–often, these products are not geared towards those over 30 and should be skipped. Examples include super vivid colors, the spiky lash trend and glitter. Subtle shimmer is fine at any age, but glitter where you can actually see the particles… NO. Watch out for this in shadows, blushes, highlighters and lipsticks,” Trotter says.

6. Choose emollient products. “Seek out products that plump and moisturize and avoid anything that is too dry,” Trotter says. “A too matte lipstick is aging, a too dry eye pencil will drag and pull on your eye, and a too dry foundation won’t give you that seamless glow.”

7. Focus on brows. “This is a great time for strong brows,” O’Brien says. “A well defined brow can help a face of any age look bright and awake. Choose a color somewhat lighter than natural brow hair and work soft strokes in through the natural brow line.”

8. Beware of cheap eyeshadow. “Across the board, watch out for drugstore brand shadows–they just don’t cut it.,” Trotter says. “The reason is because the ratio of filler to pigment is too high, which results in not enough color, not enough staying power and a dry, chalky look, which is aging.”

9. Shop smart. Smashbox, Lorac and Laura Mercier are all great brands for women in their forties because they offer colors with plenty of boldness, but not too many over the top choices, Trotter says. “Their lipsticks and shadows are highly pigmented, which is really what you want at any age.”

Mineral makeup brands like Alima Pure are also great for women in their forties because the colors reflect those occur in nature and all of the products are made without harsh chemicals like sulfates and parabens.

Lastly, IT Cosmetics is actually geared towards women 30 and up, Trotter says. “My favorite products include No. 50 Anti-Aging Primer because it plumps up and hydrates mature skin, Bye Bye Redness Correcting Creme for covering blotchiness, Brow Power Universal Eye Brow Pencil to build up sparse brows and Your Skin but Better CC Cream, which is an emollient tinted moisturizer that is fabulous on dry skin, plus it has SPF 50 to protect you from the sun. Even better, all of the skin products are formulated with good-for-you ingredients, which is a definite must for beauty shoppers over 40!”

For more beauty tips, check out the 8 essentials every woman should have in her makeup bag and all the minor plastic surgery procedures every woman should know about.



beauty, makeup, tips


Lisa Fogarty is a lifestyle writer and reporter based in New York who covers health, wellness, relationships, sex, beauty, and parenting.

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