10 Viral Beauty Products for Women Over 50 To Help You Look Youthful Instantly (2024)

Refy Brow Sculpt

This gel-wax product shapes brows in place, but also helps any woman with thinning brows. It “can help strategically place the hairs in a way that can create the illusion of a fuller brow by covering over any sparse areas,” says Alixandria Capparelli, makeup artist and owner of Hairy Little Things salon. “The comb on this product helps smooth the brow hairs down to the skin and direct the hairs in the direction you want them to go.” The kit also contains a spoolie to make sure the gel-wax is evenly distributed.

And it’s also formulated with tocopheryl acetate and mineral oil to moisturize and plump individual strands of hair as well as ensure the gel won’t dry up and result in those dreaded white flakes that other brow gels can create. “Since this gel-wax dries clear I especially love adding a tinted pencil on top for this for clients,” adds Capparelli. “It really helps define brows.” See why TikToker @ashdonielle loves it in her video below.

Julep 101 Crème to Powder Waterproof Eyeshadow Stick

Because the skin on eyelids can thin out and become dehydrated as we age, tugging on them with powdered or liquid eyeshadows can be a real hassle. “Liquids can travel and crease, while powders just accentuate the crepey texture of delicate, dehydrated skin,” says celebrity makeup artist Andrea Claire. But a quick swipe of a cream-based shadow like this one from Julep does the trick.

And it’s no wonder why this pencil is the top-selling eyeshadow on Amazon with 27,000 5-star rave reviews. It’s so easy to apply and blend thanks to moisturizing ingredients like candelilla wax and vitamins C and E—plus, mica for shimmer. Devotees also love how smooth the eyeshadow glides on as well as the included smudging tool that makes it so easy to blend. To see it in action, watch the video from TikToker @camillecowher below.

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NYX Professional Makeup Epic Ink Vegan Waterproof Liquid Eyeliner

Do a search for #besteyeliner and the liner from NYX will inevitably pop up since it’s a cult favorite of beauty influences. Plus, the liquid liner is awesome for anyone worried about adding more definition to their eyes without adding wrinkles.

Here’s why: The slender, flexible brush allows for complete control of this liner, and there’s no need to tug on skin to apply the liquid liner. Snagging and tugging of pencil liners can contribute to wrinkles in the delicate eye area. Plus the ingredients include castor oil, which can help moisturize skin around the eyes as well as nourish eyelashes.

Devotees also love how you can easily control the thickness of the liner by using a light touch for a delicate line or push down slightly for a thicker result. Plus, the waterproof formula stays all day and is intensely pigmented to define eyes and make eye color stand out. Check out the TikTok video below from @everydayzandy to see the magic for yourself.

essence Lash Princess False Lash Effect Mascara

If thinning lashes are a concern—like they are for plenty of us over 40—doing a quick search for how to make them appear thicker is bound to come deliver video after video featuring #EssenceMascara—which has over 266 million views on TikTok alone.

Beauty influencers sing the praises of how this mascara makes their lashes look so lush that they sometimes get mistaken for false eyelashes. “This mascara includes a conical-shaped wand that allows you to coat every lash and makes building the mascara easier,” says makeup artist Amy Zdunowski Roeder, who has worked with Kristen Wiig and Malin Ackerman. “Using this wand allows you to get the tiniest little lashes.”

It’s no wonder why this mascara is a bestseller on Amazon that has amassed over 242,00 five-star reviews on the site. The formula includes rice bran wax, which adds lots of volume sans clumps. Fans love how this mascara stays put, but really adore the $5 price tag! See the results for yourself by watching the TikTok video from @makeupbyamydelfin below.

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Benefit Cosmetics Benetint Liquid Lip Blush & Cheek Tint

This cheek tint is one of Benefit’s longest-running products — it was first launched in 1977—and has had a resurgence once again on TikTok with over 570 million plus views.

Why is it so great for women in their 40s? “Powder blush can appear dry on mature skin,” says makeup artist David Maderich, who has worked with Kate Hudson and Drew Barrymore. “These powders end up emphasizing texture and wrinkles, but cheek tints are softer and so much more moisturizing.”

Plus, with this tint users have the option to really build color to a level that’s most flattering. “The best way to apply this tint is with your fingers to melt the liquid into the skin,” says Maderich. “A damp beauty sponge can also be used to create a soft finish.”

For very dry skin, he suggests mixing the tint into a moisturizer and applying it to cheeks for a radiant boost of color to the face. Beauty enthusiasts (like TikToker @thecarlyraye shows in the video below) enjoy the product’s subtle rose fragrance and also love that the thin, watery formula makes it feel like you’re wearing anything on your skin.

Summer Fridays Dream Lip Oil

One of the biggest trends of the last year has been lip oils—and this is one trend that’s a real boon to those of us whose puckers just aren’t as plump as they used to be. This one from Summer Fridays acts like a moisturizer to hydrate and smooth dry and aging lips.

What’s more, this lip oil’s ultra-glossy shine can make thin lips appear instantly fuller while the moisturizing effects from ingredients like its vegan oil complex and vitamin E that nourish lips over time with repeated use so they look even more supple.

The plush applicator is also gentle against delicate lip tissue, and also makes application easy. And TikTokers love that unlike some other lip oils and glosses, this one isn’t sticky. As TikToker Stephanie Valentine @Glamzilla raves in her video below, “it’s like our lips, but better!”

@glamzilla

I swatch all the new @Summer Fridays Dream Lip Oil in hopes you find the perfect shade for you! #summerfridays #dreamlipoil #beauty #makeup

♬ original sound – GLAMZILLA

Revlon Illuminance Triple Hyaluronic Acid Tinted Serum

It might seem somewhat intuitive that if you have fine lines you should fill them in with thicker foundations. Not so, say the pros we spoke to. Skin tints like this one are a better option.

“These tints are a good choice for mature skin because they contain less pigment than regular foundation,” explains Maderich. “Less pigment means it won’t cake up in wrinkles or emphasize texture or dry skin.” Best of all, this one contains brightening ginger root extract brightens and hydrating hyaluronic acid.

“It looks like skin, but even!” as makeup artist Michelle Spiele @maturemakeupmasterclass raves in her TikTok video below. “After applying a moisturizer, use your fingers to rub this product into the skin for undetectable coverage,” says Maderich. “If you want a little more coverage, skip using your fingers and instead use a large foundation brush, which can be used to press the tint into the skin.”

Kulfi Main Match Crease-Proof Long-Wear Hydrating Concealer

This beloved crease-proof, self-setting concealer can be used to cover everything from dark circles to blemishes. But it also won’t sink into crow’s feet or lines to make them more pronounced.

The credit for its concealing powers go to its ingredients, like amla, rosehip, saffron flower and licorice root extracts, which all help hydrate and smooth skin. And as @Glamzilla says after using the concealer in the video below, “I definitely get the wow factor–because wow!”

When applying concealer dot from the inner corner of the eye to just beyond the outer corner. Then tap with your ring finger to blend. “This will create a brightening effect in the half moon areas under your eyes,” says Zndowski-Roeder. And the secret to making it look flawless and natural? She declares, “Blending, blending, blending!”

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The Best Undereye Concealers for Mature Skin That Brighten, Smooth and Hydrate

Saie Glowy Super Gel

This liquid bronzer and illuminator can be seen endless #GRWM makeup videos like the one from TikToker @growingwithnadz below. That’s because it stays all day and adds hydrated finish to the skin. This product also has added benefits for more mature beauties.

“Powdered bronzer can age mature skin since it sits on top of skin and settles into fine lines,” says Maderich. “Liquid bronzer gels or drops add moisture to the skin and increase radiance.” The bronzer’s moisture-boosting formula comes from its plant-based glycerin, olive-derived squalane and papaya seed oil, which help hydrate parched skin.

For a radiant sun-kissed glow, Madeich advises applying a few drops of this liquid to the high points of the face—forehead, bridge of nose, chin and high on the cheekbones. “Take care to blend the bronzer into the skin for a seamless application,” he says. “For a quick and subtle lit-from-within glow, add a few drops of a liquid bronzer to your moisturizer, primer or base makeup.” Or dab a little on your décolletage to add some shimmer.

No7 Lift & Luminate Triple Action Pressed Powder

This pressed powder makes the list because it’s made with silica, which diffuses light for a blurring effect that reduces the appearance for fine lines and makes older skin look smoother and more radiant.

It first gained popularity once online beauty influencers proclaimed it a more affordable dupe to another pricey viral beauty sensation. That product is the Charlotte Tilbury Airbrush Flawless Finish Setting Powder, which retails for $48 while the No7 one is just $13. Just see the video below from @krystalkbeauty on TikTok for a comparison between the two products.

While the No7 Lift & Luminate Triple Action Pressed Powder was on the verge of being discontinued, it was recently repackaged, with content creators saying the new formula is nearly identical to the old one. TikToker @_taylormargaret talks through the powder in the video below. Pros suggest applying it with a brush to evenly distribute powder for a more natural looking finish.

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