@cindycrawford / Instagram
Aging is a natural and beautiful process, but we still live in a world where most beauty advice deals with how to prevent its visible signs rather than how to lean into the changes. Most women learn makeup techniques while growing up and rarely receive updated tips, when in fact there are ways to adapt your strategy to better fit your changing complexion, whether your skin isnt as plump or tight as it once was or youve accumulated some fine lines. Makeup tips specifically for women over 40 are a powerful way to highlight your best features and boost your confidence, rather than making you feel cast aside just because youre not 25 anymore. We asked makeup artist Elise Marquam Jahns, who specializes in makeup for older women, for all her best advice—keep reading to see her insights on makeup for 40 year olds and above, and get ready to look and feel your best.
Meet the Expert
of 10
Apply Blush to the Apples of Your Cheeks
@gwynethpaltrow / Instagram
"Work against gravity by applying your blush on the upper part of your cheekbones in a slightly upward sweep," Jahns tells us. "And our skin tone can change over time, so we also need to be very aware of whether warm or cool undertones will work best for us."
of 10
Strategically Fill In Your Brows
@kerrywashington / Instagram
"The good news is that as we mature, we most likely dont have to pluck our eyebrows as much," Jahns says. "But we should also begin to fill in sparse hairs—especially the tails. I notice most women dont know to fill in the tails of their eyebrows completely." The Sisley-Paris Phyto-Sourcils Design ($73) has an easy applicator with a brush on the other end to create a filled-in, fluffy look.
of 10
Use Eyeshadow to Open Up Your Eyes
@jessicachastain / Instagram
"Our eyelid area changes, but we can open up our eyes by using lighter, nude shade on the lid and under the arch of the brow," Jahns tells us. "Put a medium to dark tone high enough so these shadows can be seen above hooded eye areas. It also helps to make a backward seven shape at the outer area of the eye to lift the eye. I especially love Laura Gellers Baked Highlighter Duo ($45)—I use shades French Vanilla and Portofino."
of 10
Avoid a Drying Lipstick Formula
Getty Images
"I think were all influenced by advertising and trends to some extent," Jahns says. "Not choosing bright enough lipstick colors with luminosity can be a mistake—the color and shine will boost your lips and keep them hydrated. Matte lipsticks and the nude lip look can age anyone." For a pop of color with just the right amount of shine, try the Dior Addict Refillable Shine Lipstick ($45) in a shade like 744 Diorama, a coral red.
of 10
Dont Give Up on Eyeliner
@traceellisross / Instagram
"Many give up on eyeliner because its far more difficult to apply when you cant see as well as you used to, but eyeliner gives wonderful definition," says Jahns, who recommends using an eyeliner that has a smudging tool (or a Q-tip) to give a softer look—that way, you can get away with a line that isnt as perfect.
"Another option is to rub an angled eyebrow brush over an eyeliner pencil and use the brush to apply the liner," Jahns tells us. "The brush makes application far easier, and the result is a pretty, soft look. I usually recommend a darker brown on the top lid and a lighter brown applied only to the outer third of the bottom lash line."
of 10
Use a Soft Buffer Brush for Foundation
@cindycrawford / Instagram
The application process is just as important as the products themselves. Jahns suggests using a soft buffer brush—like this one from It Brushes for Ulta ($26)—to apply your foundation to allow it to smooth out your skin instead of settling into fine lines. "Lipstick feathering or bleeding can also be a challenge due to small wrinkles around the mouth area," Jahns says. "Before putting on lipstick, I recommend using foundation or concealer (with the lips stretched wide when applying) around the mouth area to provide a barrier. Using a lip liner and applying a light application of powder can also be helpful."
of 10
Apply Eyeshadow in Small, Circular Motions
Getty Images
"Opening up the eye with a soft vanilla shade on the lid and bringing the medium- and dark-toned shadows higher above the crease makes a world of difference," Jahns tells us. "I love Cliniques All About Shadow Quad in Teddy Bear ($38). Use a small, circular motion with your eyeshadow brush to ensure the shadow is on the eyelid skin evenly. A windshield wiper motion can sometimes miss areas of the lid where there is some crepeyness."
Additionally, when youre next shopping for an eyeshadow palette, try to pick one that has shades you really love. "I think most of us are loath to invest in eyeshadow palettes where we dont use half or a third of the colors, but It Cosmetics makes several that are all great," Jahns tells us.
of 10
Invest in Cream and Liquid Products
@naomi / Instagram
"I definitely recommend cream or liquid foundations and cream blush. Powder can settle in fine lines and emphasize those lines and any crepe-yness we may have in our eye areas. It can also look splotchy and uneven," Jahns says. "For most women, skin tends to get drier as we mature, so using cream products with more moisture is a plus. Theyre also pretty mistake-proof. Its easy to start with a small dab and gradually build to a soft, light color."
of 10
Consider Different Formulas
@lindaevangelista / Instagram
Though any product is fair game to use at any age, certain formulas do complement your skin better as it ages. "Clinique makes some excellent skincare and makeup products that are fragrance-free and allergy-tested," Jahns says. The brands Beyond Perfecting Foundation + Concealer ($38) is a lightweight formula that still provides full coverage. "Often as we get older, we become more sensitive to product ingredients. Mascaras, eyeliners, and eyeshadows can pose problems for more sensitive eyes."
of 10
Reduce Redness with Foundation and Concealer
@reesewitherspoon / Instagram
"For women who need greater coverage due to redness or discoloration, I recommend Cliniques Beyond Perfecting Foundation + Concealer ($38), which is a combination foundation and concealer formula, and its Redness Solutions Makeup SPF 15 ($38)," Jahns says. "I also like to add some of the brands Even Better Glow Light Reflecting Makeup ($31) to give a dewier finish to the skin."
The sheer number of products each makeup company has can feel overwhelming and intimidating, so ask for samples at makeup counters to help you find the best option. Look for someone whos roughly your age, as theyll likely have some of the same skin concerns and be able to recommend you a product that addresses them best.
"Clinique also has an excellent product that helps reduce the appearance of larger pores," Jahns continues. "I also love Eve Pearls HD Dual Foundation ($58) and primer."