Department stores, Amazon, online sites, and direct marketing companies offer cosmetic solutions for beauty problems by the thousands but what brands work best for older women? It’s hard to say. Each woman is an individual, so use whatever works best for you.
However, several brands design skincare and makeup products exclusively for women over 50. They deal directly with issues caused by menopause and aging like wrinkles and dark spots and are realistic in how they work.
I wanted to mention four over 50 focused brands because it’s nice to think they are thinking about us and want to solve our problems. It’s easy to feel invisible as we get older. Most beauty products are promoted by 20 or 30-year-olds with smooth taut skin and not a single wrinkle in sight. They have no idea what they’re in for, but we know and want to be treated equally.
Prime Prometics
I’ve been trying out Prime Prometics mascara and eyeliner and have been impressed with my results. Admittedly, I don’t love mascara after wearing contact lenses for over 50 years. Instead, I avoid it like the plague. But on special occasions or when I’m on camera, I use Prime Prometics Primelash mascara and like it a lot.
The brand’s target market is exclusively women over 50. It sells pro-aging products that also work for sensitive skin and hair. All are meticulously researched and contain bioactive ingredients.
I particularly love its PrimeEyes Glide Eyeliner. I was given 5 colors to try and they are all gorgeous! The product comes in Black, Wood, Emerald, Sapphire, and Smokey. My favorite is the Wood.
Many eyeliners I’ve tried are too harsh or go on like a felt pen. PrimeEyes Glide Eyeliner really “glides” on and has a washable smudger at one end to soften it up. It stays on all day and looks amazing.
Watch my video review, below.
Prime Prometics sells other beauty products including eyelash serum, brow products, makeup contouring sticks, skincare, and hair products. Part of the proceeds from sales go to charitable causes.
Boom by Cindy Joseph
Boom Beauty was created by former makeup artist and model Cindy Joseph to celebrate and empower women as they age. Boom! focuses on a minimalistic approach to beauty, offering multi-purpose products like its 3-pack Boom Makeup Sticks that enhance, rather than cover up, mature skin. Its products are designed to be simple, natural, and effective for older women.
They are made with quality ingredients that enhance an older woman’s natural beauty. It is a pro-age company that celebrates aging instead of trying to hide it.
Look Fabulous Forever
Founded by Tricia Cusden when she was 65 years old, Look Fabulous Forever is a UK-based brand specifically formulated for older women. It offers a range of makeup products that cater to the unique needs of mature skin, such as foundations that don’t settle into fine lines and eye makeup, and enhance the skin without being too harsh. The site’s tutorials and community support also provide valuable resources for women to embrace their beauty at any age.
Jones Road
Although not specifically a brand for mature women, Jones Road was founded by makeup artist Bobbi Brown who is in her 60s. Its premiere product is Miracle Balm which is used instead of foundation. Brown has been touting it online as a must-have for women over 50. The balms come in several shades to give women a wash of soft-focus moisture and glow.
The brands mentioned above stand out for their dedication to addressing the specific concerns of mature skin and for celebrating the beauty of aging. They offer products that enhance and care for the skin, making them ideal choices for women over 50 who want to look and feel their best.
Laura Geller
The brand, Laura Geller, bills itself as makeup for mature skin. Its founder, Laura Geller, worked as a theatrical makeup artist on Broadway in Manhattan’s Upper East Side before starting her makeup studio which was in business for 20 + years. She became a success selling her Spackle Skin Perfecting Primer on QVC. Later the brand became known for its baked makeup.
Laura Geller formulas are handcrafted in Italy and designed for older women. What sets it apart is that the powders go on silky and never cakes or creases even for women with wrinkles. Laura Geller Beauty frequently features mature women as models for the brand including Fran Drescher, Paulina Porizkova, Patricia Heaton, Kathy Najimy, and Bethenny Frankel. It works with charitable organizations supporting cancer patients.
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