Sometimes expert advice can feel misplaced or not applicable to your situation. And certainly, many people claim to be authorities, but as Paul Newman once said, “Who’s to say who’s an expert.” But when it comes to cosmetics, there are some acknowledged experts, especially for older women and especially from professionals who themselves are older adults with decades of experience in the cosmetics world. 

Take, for example, Laura Geller. We’ve featured her makeup and advice for several years, and she herself, over 65, has been in the cosmetics business for many decades. In fact, the makeup company she founded was noted as the fastest-growing digital beauty and cosmetics brand in the US by Business Insider in 2023. She’s also just announced a new collaboration with the store Ulta to sell her products. Geller’s been known for her marketing campaigns that feature older women who enjoy using makeup but who are also vital, accomplished women confident in themselves beyond their appearance. Geller’s new marketing campaign features four other mature women who have founded successful companies. Called “Who Hasn’t” the goal is to shine a light on universal thoughts that even the most successful women have about aging, and how a bit of makeup can help you feel confident and visible as you continue to make your mark in the world. As for makeup advice from Laura Geller? For women over 50 her tips include switching up your cosmetic and skin care products to match your evolving skin needs; making sure you have a good magnifying makeup mirror (take a look at some recommended products here); liven up your cheeks with a bit of blush and give some love to your eyes, especially lashes that can thin out as you age. She suggests a dense brush of black mascara works for everyone.

Speaking of thinning lashes, many of us also suffer from thinning eyebrows as we get older. Whether due to genetics, declining hormones, or nutritional needs (experts suggest you check your Vitamin D and thyroid hormone levels if your eyebrows are disappearing), loss of eyebrows can affect your facial appearance. While some serums and medications promise thicker eyebrows, they might also come with side effects. You may want to first try a great eyebrow gel, wax, or pencil to give your eyebrows a boost. Successful makeup businessman Francois Nars, 65, (whose highly successful makeup company has been around for over 30 years) also emphasizes the role of eyebrows in giving your face a boost. His advice for eyebrows? “As we get older the brows tend to become more sparse, so draw them in to give them a little lift. That would take 10 years off you immediately.” Nars has worked with some of the world’s most famous- and beautiful- older actresses, including Charlotte Rampling (age 78) and Catherine Deneuve (age 81) so he’s certainly developed expertise when it comes to great makeup for older women. But his 90-year-old mother, Claudette, is his greatest inspiration. You can read more about his tips and products here.

Of course, another well-known makeup expert is Bobbi Brown, whose advice and products we’ve also touted over the years. Her latest makeup company is Jones Road Beauty, which emphasizes multi-use and toxin-free products. As a 67-year-old woman, Brown is quite familiar with the kinds of skin and make-up challenges that older women face. Also focusing on the eyes, she’s got some tips for those who struggle with dark eye circles. Her advice? Given that dark eye circles can be caused by sleep deprivation, stress, or dehydration (or some combo of those- not to mention genetics), your first line of attack may be improving those aspects of your life. But when it comes to makeup tricks? Make sure the skin around your eyes is well nourished and moisturized (including SPF), correct and neutralize the color of the dark circles, perhaps using a color corrector product and then a concealer, and then distract from that issue with, once again, filling in your eyebrows and highlighting some of your other facial features (she too is a fan of some blush). While each of these experts will rightly tout their own brand, for some expert advice recommending a fuller range of makeup products for older women, turn on your makeup light and click here.