9 Transformative Makeup Changes I Adopted After Hitting 40

1. Prioritize Skincare Like Never Before

No makeup trick, no matter how brilliant, can give you a flawless appearance if your skin isn’t healthy and well-hydrated. If you haven’t yet built a skincare routine you adore, now’s the moment to start. It doesn’t need to be lengthy or costly. A simple regimen most dermatologists would recommend includes a gentle cleanser, a hydrating toner, an eye cream, a serum targeting your primary concern (I alternate between firming and brightening options), a moisturizer, and sunscreen—all applied before makeup. Both Katie Jane Hughes, a makeup artist for Hailey Bieber, and Charlotte Tilbury, who works with Jennifer Aniston, emphasize that skin prep is essential for a youthful glow. Even if your skin texture changes (think: less smooth) after 40, regular exfoliation and hydration will drastically improve foundation application and overall appearance.

2. Don’t Skip Primer

Let’s be honest—it’s an additional step, but one that’s absolutely worth it. I wasn’t a primer enthusiast until recently, but it’s been a game-changer. Whether I’m feeling slightly (or extremely—thanks to my two toddlers!) fatigued, red, or dull, a few strokes of my go-to primer instantly revitalizes my skin, minimizes pores on my nose and cheeks, and creates a flawless base for makeup. Plus, it extends the wear of my makeup, ensuring it stays fresh from 6:30 a.m. until well past dinner. It also prevents my concealer and eyeshadow from creasing. I even apply it to my neck to smooth out any crepey areas (you know what I mean).

3. Use Dots, Not Triangles, for Concealer

If you follow beauty content, you’ve likely seen a new concealer trend every week. While these trends are entertaining, their visual appeal doesn’t always mean they’re the most effective. So, skip the dramatic upside-down triangles and opt for a lighter, lifting technique instead. First, if you’re dealing with puffiness, using cryo sticks under your eyes feels incredible and temporarily reduces swelling. While I don’t have time for this daily, it’s perfect before special events. Next, if dark circles are your concern, use a color corrector before concealer to neutralize the area—something even the best concealer can’t achieve alone. This ensures you use less concealer, avoiding the dreaded cakey look.

If puffiness or dark circles aren’t your concern, begin by selecting a creamy, liquid concealer that matches your skin tone perfectly. Opting for a lighter shade to brighten often backfires, emphasizing rather than concealing the under-eye area. Use the applicator to dot the concealer along your hollows, then blend with a damp sponge. Next, create a small flick at the outer corners of your eyes, blending upward toward your temples. This technique adds a lifting effect, making you appear more radiant, refreshed, and youthful. After a minute, set the concealer with a light dusting of powder using a fluffy brush to prevent creasing.

4. Elevate Your Blush Application

Traditionally, I was taught to smile and apply blush to the apples of my cheeks. However, a far more effective method is to place it higher—on the tops of your cheekbones, using the outer corners of your eyes as a guide, and blending toward your temples. This creates a sculpted, lifted appearance. I’ve also switched from powder blushes to cream and stick formulas, which provide a dewier finish that complements mature skin. To see the difference, try a side-by-side comparison: apply your usual blush on one side and this elevated technique on the other. The lifting effect is remarkable! My current favorite is this formula in the shade Piggy.

5. Skip the Waterline Liner

Breaking habits can be tough, and this was one of the hardest makeup changes for me. For years, I used a black pencil on my waterlines (the inner rim of my lower lids). If you’ve been doing something the same way for that long, it’s likely time for a change. While the smoldering look had its appeal, it often made my eyes appear smaller and my overall look too harsh. Instead of quitting entirely, I swapped black liner for a bronze shade, which provided definition without the severity. Eventually, I stopped lining my waterlines altogether. It took time to adjust—I felt bare at first—but the result is undeniable: my eyes look bigger, brighter, and more open. Now, I simply trace my lower lash lines with a bronze or rust pencil and smudge for a soft, defined look.

6. Simplify Your Eye Makeup Routine

As someone who adores beauty products, I used to scoff at the idea that less is more as you age. I’ve always been a fan of bold looks! However, I’ve recently embraced a more minimalist approach to eye makeup and am genuinely impressed with the results. After years of wearing shimmery rust eyeshadow, I’ve switched to using face bronzer in my creases (applied with a fluffy brush in a windshield-wiper motion) and along my lower lash lines. This creates a beautifully sculpted eye look with minimal effort. It’s a one-product, one-step solution that has streamlined my routine and made my eyes appear more awake and youthful. Who knew simplicity could be so effective?

7. Skip Mascara on Lower Lashes

A renowned makeup artist once told me that eyes are like the sun, and bottom mascara completes the rays. However, as I’ve aged, I’ve realized that focusing solely on the top lashes creates a more lifted and radiant look. Mascara on the lower lashes can weigh down your face and often smudges, leading to raccoon eyes. Instead, I now concentrate on curling my top lashes and applying mascara (I also love lash lifts or extensions). This technique lifts the eyes and gives a fresher, more youthful appearance.

8. Rethink Your Lip Liner

I’ve never been a huge fan of lipstick. (Does admitting that make me a bad beauty editor?!) Applying it straight from the tube feels a bit old-fashioned to me. Instead, I use a neutral lip liner to subtly overdraw my lips (since they tend to lose definition with age), blend the edges with my finger for a soft look, and then fill them in with a creamy pink gloss. The added definition and shine give me a polished, modern finish—never outdated. Mwah!

9. Elevate Your Contour Placement

Even beauty editors can make big beauty blunders. For years, I applied contour from the center of my ears to the hollows of my cheeks, thinking it would sculpt my round face. However, Charlotte Tilbury Pro Artist Alex Rutkovskiy pointed out that I was placing it too low, which actually dragged my face down. Instead, he recommended applying it along the tops of my cheekbones for a lifting effect. The difference is incredible! Use a creamy contour stick to mark the area, then blend with a brush for perfectly chiseled cheekbones.