Makeup After 40: Why What Worked in Your 20s Might Not Work Now (And What to Try Instead)
I knew things had changed the day my ride‑or‑die Tarte Shape Tape concealer turned on me.
Back in my 20s and early 30s, that full‑coverage matte concealer was my secret weapon. Dark circles? Gone. Breakouts? Vanished. It was a must have in my makeup bag.
But somewhere after 35, I noticed that my beloved Shape Tape was suddenly highlighting every fine line I owned. What once looked flawless now felt dry, tight, and cakey.
Yeah, the day had come…my skin was changing, and that meant my makeup routine needed to change, too.
If you’ve had a similar “why isn’t this working anymore?” moment, you’re in good company. Our faces evolve—skin texture, hydration, gravity takes over. The makeup products (and our application method) that once felt foolproof now looks…off.
If that’s you, don’t despair and chuck your makeup bag. Makeup in this life stage is still brilliant.
Let’s break down what’s really changing after 40…
And the easy switches that make a huge difference, without tossing your whole kit or feeling stuck in the past.
1. Skin Texture: From Matte to Radiant (But Not Shiny)
What’s different: Collagen slows, skin gets drier, and heavy formulas that once blurred now cling (looking at you, Shape Tape!).
Try instead:
Swap ultra‑matte concealers for a hydrating formula with skin‑care ingredients (think Tower 28, Kosas, Sephora Best Skin Ever, or similar).
Trade full‑coverage matte foundations for light to medium coverage with a satin finish. When coverage is built in small layers, you’ll get your desired finish without the cake.
2. Hydration Shifts
What’s different: Let’s be real: our hormones start to go nuts at this stage, and this affects our skin.
You may find that your skin is drier than it used to be (especially under the eyes), and you may need to tweak your skincare routine to compensate. Even oily skin is usually a hydration issue; it’s your skin asking for a little nurture.
Try instead:
Focus on hydrating skin prep before makeup. Products containing hyaluronic acid, for example, have a hydrating and plumping effect on the skin and can layer beautifully under makeup. If you’re oily, try a niacinamide serum and follow with an oil-free moisturizer.
Pull back on powder and only set your face where you tend to get the most oily. Focus on liquid and cream bronzers and blushes to bring life to your face without too many powder layers.
3. Eye Area: Lids Get Lovelier, But Also a Little Looser
What’s different: Skin thins, creasing happens faster, and shimmer fallout is real.
Try instead:
A concealer that matches your natural skin tone (a concealer that’s too many shades too bright will highlight creases and ages the eye).
Opt for creamy eyeshadow sticks (the Mecca Max Zoom Eyeshadow Sticks are great) for a quick eyeshadow application that doesn't dry out the lid.
It’s time to steer away from loads of concealer under the eye. Apply a hydrating concealer in small, light layers. Built the coverage only in areas that need a little extra love, not the whole eye area.
4. Brows & Lashes: The Great Fade‑Out
What’s different: Hair growth slows; brows lose density, lashes lighten.
Try instead:
Tint or pencil brows with a soft, neutral‑toned pencil (too‑dark looks harsh). If you’re unsure what eyebrow color suits you, try a taupe shade to get you started.
Consider a tubular mascara for lift without flakes; focus on the root wiggle for instant eye‑opening.
5. Preference Shifts: You’ve Changed—Your Routine Should Too
Maybe your mornings are busier, or you’re leaning into a more polished‑but‑natural vibe.
Try instead:
One‑feature focus: hydrating concealer, pop of cream blush, fluffy brows—done.
Keep multipurpose makeup sticks in your bag (blush-on-lips, shadow-as-liner. Ilia and Milk make some lovely ones, but there are many great ones out there at various price points). Less clutter, more ease.
The Golden Rule: Technique > Price Tag
Remember my Shape Tape saga? The real lesson was find the right formula and learn the placement that serves the skin I have now. At this stage, how you apply matters just as much as what you apply.
Feeling unsure where to start? Book a relaxed, judgment‑free lesson with me here in Wanaka or online.
Bring your current makeup (yes, even the trusty Shape Tape) and I’ll show you quick tweaks that fit your skin now—no overwhelm, just fresh confidence.
Because great makeup after 40 isn’t about chasing youth; it’s about celebrating the face you’ve earned and feeling fabulous in it.
