For many older women, make-up has been an essential part of their skincare routines for as long as they can remember. And while their skin has definitely changed as they head into their later years, many still cling to the beauty techniques and products employed when they were much younger. The message concerning makeup these days, however, is evolving into something quite different. As actress Jamie Lee Curtis recently declared, “The natural beauty revolution has officially begun!”

What made her express this sentiment? It seems that many older female celebrities and models are beginning to embrace a “no-makeup” bare face. While that doesn’t mean they ignore their skincare, what it does mean is that they have determined to embrace their natural, aging facial features rather than apply thick layers of foundation, lipsticks, and other creams and potions that often accentuate facial aging rather than compliment it. The actress Pamela Anderson recently caused a stir during Paris Fashion Week when she decided to skip makeup while attending the shows, and many older celebrities are now willing to expose their “natural” faces for all the world to see. For more on this “movement,” put down that lip liner and look here.

For those still desiring to add some color and coverup to their faces, while recognizing the changing surface and skin of their older faces, there are a lot of tips to learn. Bobbi Brown, pioneering founder of her eponymous cosmetics brand (and now founder and CEO of the brand Jones Road Beauty) recently tossed out some tips on how to use makeup effectively without causing wrinkles and fine lines to stand out. Her number one suggestion? Products need to stay on the surface of the face rather than sink into the skin, so the preparation of the skin before applying makeup becomes critical. She recommends a moisturizer or tinted moisturizer as the first layer before applying foundation or concealer. You can also think about using a primer, and there are several on the market especially geared towards use by older women. No matter how you prep your skin, the goal seems to be “less is more” when it comes to makeup for mature faces, and learning how to apply that makeup to older faces becomes as important as the products you use.

But for some, the dilemma of not wanting to put on make-up (or perhaps struggling, due to impaired vision or unsteady hands) is balanced by the dislike of embracing a completely “bare face.” This can be solved by considering what is known as “permanent” makeup: that is, semi-permanent inks (as opposed to actual tattoos) that create the vision of fuller brows, lined lips, or lined eyes without the need to grab a make-up brush and tons of products every time you want to go out. Through techniques like microblading and lip blushing, women are getting enhanced features without needing to apply the daily products typically used. There are pros and cons to this “permanent makeup” but there’s no doubt that it’s a booming business and older women are clearly embracing the concept. For more on this option, book your brow appointment and click here.