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Do’s & Don’ts: 6 Pro Makeup Tips for Mature Skin

A photo of an older woman with anti-aging cream

As we gain years of wisdom and some face-framing tinsel (*cough* gray hair *cough*), our skin experiences some changes, too. Often, your skin becomes more delicate, a little thinner, and crinkles display more prominently around your eyes and mouth. We may also experience some discoloration in areas and a loss of plumpness in the face (but, hello, beautiful cheekbones). These details tell a story—years of laughing and smiling, and exploring the world—but mature skin also requires a little TLC. 

What we’re trying to say is that getting older is something to celebrate! And though we’re all about exploring new trends and having fun with your cosmetics, we also want to champion healthy skin at any age. Thankfully, a few tweaks to your routine can make all the difference in showing off your gorgeous face and highlighting your natural beauty. 

To keep you on the best path, we’ve rounded up some of our best advice when it comes to makeup for mature skin. We’re also throwing in some pro tips on mature skincare, including the best products to try and when to use them.

Do: Hydrate Like You Mean It 

The best makeup always starts with a prepped complexion. Dryness is a particularly common issue for mature skin since we produce less of our own sebum as we get older. For that reason, think of pre-makeup hydration as your first step to success. 

“Even if your skin still tends to be on the oily side as you mature, moisturized and hydrated skin always looks younger,” says Kirsten Peterson, Senior Regional Education Manager for IT Cosmetics. “Using a moisturizer prior to applying makeup will not only minimize the appearance of lines and wrinkles, it will also help prevent foundation from settling into said lines and wrinkles.”

She recommends using a moisturizer with hyaluronic acid, such as Confidence in a Cream Hydrating Moisturizer or Confidence in a Gel Lotion Moisturizer. While you’re at it, dab on an anti-aging eye cream, such as Confidence in an Eye Cream. Also infused with hyaluronic acid, our best eye wrinkle cream helps smooth the look of eye wrinkles and creates a firmer appearance.

“These moisturizers will continuously feed the skin with moisture, while plumping the appearance of lines and wrinkles,” she says. Long story short: while you might be able to get away with not applying moisturizer before foundation when you’re younger, more mature skin really benefits from that extra boost of hydration.

Don’t: Skip Your Skincare Regimen

In addition to applying moisturizer before makeup, it’s also good practice to follow a daily skincare regimen consisting of the best mature skin products you can get your hands on. 

Every mature skincare routine begins with a gentle and hydrating facial cleanser, followed by your moisturizer. In the mornings, incorporate a vitamin C serum to create brighter-looking skin and defend against free radicals, and don’t forget to apply SPF 30 or higher. 

In the evenings, use a retinol cream, such as Hello Results Wrinkle-Reducing Daily Retinol Serum-in-Cream. Over time, it increases skin surface cell turnover to help improve the appearance of eye, mouth, and forehead wrinkles. It can also help skin look and feel firmer. 

Do: Give Your Brows Some Love 

We tend to focus our attention on our skin, eyes, and lips, but well-done brows can lend to a youthful appearance. 

“Brows add symmetry to the face and frame the eyes. However, drawing brows too dark or taking the ‘tail’ down too far can add to the appearance of mature skin,” notes Peterson. “We suggest using a versatile pencil, like Brow Power Universal Eyebrow Pencil, to create a perfect arch.” 

With its pressure-based color payoff and convenient spoolie on the other end, you can groom your brows and create natural, hair-like strokes. You can also use it to create some lift.

“To ensure your brows aren’t dragging down your eyes, make sure you make a mark where the ‘tail’ of your brows should stop,” explains Peterson. “Hold your pencil to the side of your nose up against the outside corner of your eye (where you’d most likely start eyeliner). Mark the spot where your pencil hits your brow line. This is where your brows should end.”

For even more lift, add a subtle dash of light eyeshadow color just underneath the brow. 

Don’t: Ignore Innovation or Trends

It’s easy to get stuck in comfortable beauty trends, which is a recipe for wearing a dated ‘90s makeup look all the way into the new 2020s. Playing with new trends keeps us on our toes, allows us to have more fun, and also makes us privy to the latest technologies. 

“While trends in beauty come and go at a rapid pace, don’t forget to check in on them from time to time,” says Peterson. “You may not have one iota of interest in this summer’s floating eyeliner trend, but you’ll probably discover that today’s eyeliners are softer, more blendable, and more highly pigmented.” 

For example, IT Cosmetics' new Superhero No-Tug Longwear Eyeshadow Sticks feature No-Tug Technology™ that makes for a luxurious application and super easy blending. Just swipe on the color and then blend it out with your fingertips. Available in 12 gorgeous, buildable shades, you'll love the super smooth glide, creaseless formula, and all-day staying power.

It’s only after you check out new products and innovations that you realize it’s time to update your eyeliner—or lip, blush, or foundation—and wardrobe!

Do: Use Products That Won’t Crease or Crack 

Speaking of innovative formulations… swapping in high quality foundation and non-creasing concealer can make all the difference in your beauty game. When it comes to the best makeup for mature skin, we recommend opting for hydrating products with long-wear technology and skin-loving ingredients. 

For example, our #1 best-selling* CC+ Cream with SPF 50+ is infused with a hydrating anti-aging serum. In addition to plumping, it helps diffuse the look of skin imperfections. Peptides work to help reduce the appearance of wrinkles, while collagen lends to firmer-feeling skin, and niacin visibly improves skin tone. Even better, this full-coverage foundation won't crease or crack.

It’s the same story for Bye Bye Under Eye Anti-Aging Concealer, a non-creasing concealer infused with IT Cosmetics proprietary Expression Proof™ Technology. It instantly conceals dark circles, bags, redness, hyperpigmentation, broken capillaries, age spots, and discoloration. Over time, your skin will reap the benefits of anti-aging peptides, vitamins, hyaluronic acid, and antioxidants.

Follow up with a makeup setting powder to even further lock it all into place! 

Don’t: Feel Like You Have to Limit Yourself 

At the end of the day, makeup is meant to be fun. Experimenting with new products and playing with new looks are simple ways to do that. Don’t feel like you have to limit yourself just because you’ve earned some fine lines over the years.

“One quick Google search about makeup for mature skin will produce list upon list of makeup rules. Many will be extremely helpful, while others seem very limiting,” says Peterson. “Still love glittery blue eyeshadow or a bright red lip? You do you! Makeup is as much about self-expression as it is about enhancing features.” 

Not sure which eye cream to choose? Peruse our list of the best eye cream for every age to find your perfect pair.


  1. The NPD Group/US Prestige Beauty Total Measured Market, Makeup Product Sales, January - December 2020.
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