10 Beauty Products Every Woman Over 40 Should Own
Welcome to your 40s. We’re not going to hit you with some trite statement like “40s are the new 20s,” but we will take a minute to discuss your beauty routine. Because right about now is when many women begin to notice visible changes in their skin.
As renowned aesthetician Renée Rouleau shares on her blog, “The 40s are the peri-menopausal years, which is the stage of aging before actual menopause. These are the years when estrogen is slowly starting to decline and because of this, you’ll experience changes in the skin’s texture as well as loss of tone and increased facial hair.”
Of course, any changes in your skin will also affect the way your makeup wears, so we’re going to make sure we cover both skincare and makeup in this guide to the ten beauty products women over 40 should own.
What to Look for in Products for Women Over 40
Depending on your individual concerns, you’ll be on the lookout for different ingredients. For instance, if you’re primarily concerned with sun spots and uneven tone, you’ll want to look for antioxidants (like vitamin C) and brightening ingredients (like kojic acid or niacinamide). And if you’re bothered by fine lines and an overall loss in elasticity, this is a great time to consider adding a retinol to the mix if you haven’t already.
One thing every woman in their 40s (and beyond) could use more of in their routine? Moisture, by way of your face cream or lotion, sure, but also your cosmetics. More on that ahead.
Meet the Experts
Beauty Products For Women Over 40 At A Glance
9 Women in Their 40s Share Their Favorite Splurge & Steal
1. CeraVe Hydrating Cleanser
This cleanser might take some getting used to at first because it doesn't have any of that foamy lather we've come to expect from face wash. In fact, it feels more like a lotion when you massage it over your skin, but it cleans thoroughly without drying things out, thanks to the ceramides and glycerin in the formula.
2. BeautyStat Universal C Skin Refiner
Vitamin C is the ultimate multitasker because it treats existing sun damage while protecting your skin from free radicals, which can accelerate signs of aging. BeautyStat's Universal C Skin Refiner is formulated with 20 percent pure vitamin C and has a lightweight, gel-cream texture that isn't too greasy or runny like some other vitamin C serums you may have tried in the past. Layer it under your SPF every morning.
3. Thank You Farmer Sun Project Sunscreen SPF 50
With an SPF 50 and PA+++ rating, this silky sunscreen has a thinner consistency (like a serum) and combines both chemical and mineral filters to protect your skin against UVA and UVB rays. Infused with bamboo water and African walnut oil, it keeps your face smooth and hydrated without leaving any telltale traces behind (unless you’re counting the soft glow). Apply it every single day—rain or shine, indoors or out—and don't be stingy about how much you use. Aim for a quarter-sized amount for your face alone and don’t forget your neck and backs of your hands.
4. Marie Veronique Multi-Retinol Night Emulsion
Long considered the gold standard in anti-aging by dermatologists, retinol is a vitamin A derivative that helps to increase cell turnover (which naturally slows down as you age). If you’re new to retinols or have sensitive skin, try this gentler pick from Marie Veronique to start. It features encapsulate retinol and bakuchiol to gradually address common signs of aging like dullness, fine lines and sun spots without the usual redness or irritation that comes with retinol.
5. SkinCeuticals Triple Lipid Restore 2:4:2
Lipids are your skin's natural fats and they're essential for maintaining the health of your skin barrier, which holds moisture in and keeps external irritants out. As we age, our lipid production declines, which is where a restorative treatment like this cream can help. Formulated with ceramides, natural cholesterol and fatty acids, it replenishes your skin (and works well with the aforementioned retinol).
6. Laura Mercier Pure Canvas Primer
This moisture-rich primer is a PureWow editor favorite because it’s moisturizing on your skin while providing a soft-focus effect that minimizes the appearance of pores or uneven texture. The lightweight yet creamy formula creates a barrier that locks in hydration to create a smooth, even surface for applying makeup and keeping your face flake-free as it wears. As Robert Sesnek, a celebrity makeup artist told us back in 2021, using a primer is key for aging skin because “it visibly plumps any fine lines and give your makeup staying power.” When applying primer, Sesnek recommends adding “just a touch in any areas where the pores appear larger, which is usually on the cheeks or chin.”
7. NARS Light Reflecting Advanced Skincare Foundation
Lightweight liquid foundations are so versatile. You can really sheer them down or build them up to hide any blotchiness or dark circles, while still leaving your skin looking dewy and naturally radiant—especially with a formula like this one from NARS, which features light-reflective mica in it. This foundation is also easy to apply and doesn’t migrate into lines or wrinkles near the mouth or eyes. Speaking of application, when it comes to your foundation, always start in the center of the face and blend outwards to soften any makeup around the perimeter of the face.
8. Westman Atelier Baby Cheeks Lip + Cheek Cream Blush Stick
Sesnek explains, “Blush brings everything together and is especially impactful as you get older.” We’re big fans of this creamy blush from makeup artist Gucci Westman, who has worked with everyone from Jennifer Aniston to Anne Hathaway and Reese Witherspoon. The conveniently packaged stick is easy to use on the go and is loaded with hydrating pigment that gives your skin a soft flush in a swipe. Apply it high on the apples of your cheeks to lift the face and tap a little over your lips, too.
9. Bobbi Brown Long-Wear Cream Eyeshadow Stick
By the time we reach our 40s, the skin around the eyes loses elasticity, which can make the application of eye makeup a bit trickier. That’s why it’s a good idea to switch from using powder eyeshadows to creamy, more emollient formulas that glide on easily and are less likely to settle into fine lines and crease as they wear. These classic shadow sticks from Bobbi Brown come in a multitude of shades and finishes and are an absolute breeze to use—so much so that we can apply it without a mirror if we need to.
10. Anastasia Beverly Hills Brow Wiz Ultra-Slim Precision Brow Pencil
Last but not least, don’t neglect your brows. As Mario Dedivonvic, a celebrity makeup artist behind a few names you may recognize like J.Lo and Kim Kardashian previously told us, "Around the age of 40, it’s imperative that you don’t neglect your eyebrows. They tend to get thinner as we age—especially on the ends—so I suggest filling them in with a pencil that matches your hair and working it in short strokes. Finish by brushing them out with a spoolie so they look soft and feathery." To get the job done, we recommend this pencil from Anastasia Beverly Hills, which has a super slim tip that delivers subtle, hair-like lines and comes with a spoolie brush on the other end so you can fluff and groom your hairs for the most natural-looking results.
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