1. Moisturize and prime- Using a good moisturizer (whatever suits your skin type) will keep your skin supple and prevent makeup from looking cakey over top. A nice primer, such as Revlon Photo Ready Color Correcting Primer ($14), can be used to help plump up wrinkles and fine lines and provides a smoother surface for foundation application.
2. Do NOT use a ton of foundation- One of the biggest makeup mistakes for any age is attempting to use makeup to conceal skin texture rather than color. Makeup, for the most part, can only do so much for concealing skin texture (primer can help with texture to a degree). You actually need less foundation then you think; just a light layer to even out any discoloration and/or age spots. I love silicone-based formulas for mature skin because they provide a youthful glow and also address some texture issues. One to try: Maybelline Dream Wonder Fluid-touch Foundation ($10). I would also suggest using a damp Beauty Blender sponge to apply foundation because it helps press foundation into the skin (so it does not appear to sit on top of the skin).
3. Do NOT use a ton of under eye concealer- This echoes tip #2; you only need a light swipe of concealer to correct under eye discoloration. Applying too much concealer can cause caking, creasing and settling into wrinkles and lines that end up exaggerating them rather than masking them. I would recommend a concealer that contains a primer, like Maybelline Instant Age Rewind Eraser ($9) and apply a light layer by dabbing into the under eye area with your ring finger.
4. Stick to matte or satin eyeshadows- Using matte or satin eyeshadows look the most flattering on mature women. Too much shimmer or sparkle draws attention to fine lines and wrinkles around the eyes. I prefer to use neutral browns and plums since they tend to flatter nearly everyone.
5. Apply eyeliner and then smudge it into your lash line- Avoid harsh lines around the eyes, since they can exaggerate darkness in the eye area. Try applying a cream or powder eyeliner and blend it with a brush or cotton swab to smudge it. Smudging the liner into the lash line also makes lashes appear thicker- another benefit since most of us tend to lose eyelashes as we age.
6. Curl lashes and apply mascara- Curling lashes opens the eye area up, since most people start encountering droopiness, and applying mascara thickens lashes.
7. Groom eyebrows- We also tend to lose eyebrow thickness as we age, so filling in brows with a little pencil and/or powder helps define them. Brows that are too thin can be aging, so this creates a more youthful look.
8. Invest in a good cream blush- Cream blush is a must for mature skin. It can be pressed into the skin to create a natural flush, while powder blush tends to sit atop of the skin. Choose a color that suits your skin tone; try pinching your cheeks and see what color they turn. You should look for a shade close to that color.
9. Use a lip liner- We tend to lose fullness in the lips as part of the aging process, so using a neutral lip liner can help define and also prevents lip color from bleeding outside of the lip line.
10. Avoid too much powder- This is basically just to reiterate that most powder products end up looking cakey on the skin, since it tends to settle into fine lines and wrinkles. If you tend to be oily or shiny, try applying a light layer of setting powder only to those areas. Better yet, try using blotting papers instead.
As always, I hope these tips are helpful and if you have any questions, please let me know!