We all hope that the right dotting of concealer and foundation results in a dewy glow and youthful visage – but common mistakes more often than not lead to product getting stuck in wrinkles and accentuating blemishes.
Makeup expert Laura Kay, the founder of semi-permanent makeup parlour Laura Kay London, sees many people across all generations make the same errors on a daily basis.
Rather than achieving a playful bold glam, sometimes heavy lipstick and eye makeup mixed with bold brows can actually end up piling years onto your age, rather than taking them off.
And using heavy, dehydrating foundations when you enter more senior years will dry out your skin – not giving you a smooth, matte look.
Speaking exclusively to FEMAIL, the expert said that ‘learning and applying age-specific makeup tips can enhance your natural features’.
‘Makeup is a powerful tool that, when used correctly, can make you look more radiant at any age,’ she added. ‘You just need to follow a set of expert tips.’
Here, the beautician shares her advice on how to take years off your face by making some very minor changes to your routine…
Makeup rules for your 20s
A woman in her 20s is pictured before makeup (L) and after having flattering makeup (R) done on her face
Laura says that your 20s are about ‘laying the foundation – literally and figuratively – for a lifelong beauty routine’.
The expert added that often a common mistake for this age group is to apply makeup too heavily in all areas of the face.
‘One of the biggest faux pax is seeing heavy thick eye lashes,’ she warned.
‘Fake eyelashes should be avoided at all costs as they will pull down your eyelid and look too heavy on the face which will ultimately age you.’
Skincare: The makeup artist said that you must establish a consistent daily routine that includes cleansing, moisturising, and SPF, along with always removing makeup before bed to preserve your skin’s youthful glow.
Foundation: Laura says to experiment with a natural look and opt for a radiant finish like Armani Luminous Silk for that dewy effect. For matte skin, she says to set it lightly with Laura Mercier Translucent Powder.
Eyes and Brows: The beautician said: ‘Keep it light and fluffy. Enhance your eyes with a soft liner along the waterline for definition. If you lean toward a bold look, focus on either your eyes or brows, never both at once. In the pictures we went for a smokey eye and the eyebrow really helps to extend the eye giving the illusion of bigger eyes.
‘To balance this the silver tones blending through the lid softens the look. If you like a distinguished eye, instead of false lashes, magnetic lashes can be a lighter, more versatile alternative.
‘As well as this, using a light-reflecting concealer under the eyes, curling your lashes, and applying mascara can instantly brighten your eyes, making you look more youthful.’
Cheekbones: Laura said to highlight your fresh complexion with a soft peach blush and contour subtly with a bronzer like NARS Illuminate for added definition.
Lips: Stick to peachy glosses or lip stains to maintain a youthful vibe, she added.
Makeup rules for your 30s
Laura’s advice to those in their 30s is to replace harsh eyeliner with well-blended eyeshadow. Pictured: Woman in her 30s before ‘younger’ makeup (L) and after (R)
The makeup artist said: ‘In your 30s, the first signs of ageing appear, but the right techniques can ensure you look radiant.’
Skincare: Prioritise products that hydrate and brighten, Laura advised.
Foundation: She encourages people to switch to lightweight, hydrating formulas like IT Cosmetics CC Cream for natural coverage with a subtle glow.
Eyes and brows: ‘Replace harsh eyeliner with well-blended eyeshadow to define your eyes. A smudged or smoky effect in the crease adds sophistication without looking harsh,’ she said.
Cheekbones: Laura said you can add warmth with a liquid highlighter like Laura Kay London Illuminate in Bronze and balance the glow by mattifying your T-zone with translucent powder.
Lips: ‘Use lip liner for definition and blend with a glossy finish to create a fuller look. Soft rose or peach tones are ideal. This will really give your look a natural yet striking appearance,’ she said.
Makeup rules for your 40s
The beauty specialist said: ‘Your 40s are all about achieving a luminous, natural appearance which is what we need to aim to achieve.’
Laura, who is in her 40s, is pictured before having flattering makeup done (L) and after giving herself a younger makeup (R)
Foundation: Laura advises those in their 40s to opt for a dewy base, like Chanel Vitalumière or Armani Beauty Luminous Silk.
Eyes and brows: ‘A full, fluffy brow enhances the face. Avoid heavy eyeliner on the lower lash line, which can make eyes appear smaller. Instead, focus on defining the upper lash line and using mascara to open up the eyes,’ she said.
Laura said she added a soft brown colour to contrast her blue eyes to make them pop and enhance the eye area.
She said that the lack of contouring and paler skin makes her look more mature in age, whereas in the after picture, she wears a slightly darker foundation and a hint of fake tan, giving her a more youthful look.
Cheekbones: Highlight strategically for a fresh glow, avoiding too much shimmer around fine lines.
Lips: Bright, youthful shades like pinks work best. Creamy or glossy textures are more forgiving than matte formulas.
Makeup rules for your 50s
In your 50s, less is more so remember this when applying your makeup,’ Laura said.
Laura’s advice to those in their 50s is to ensure that you continue hydrating your skin (stock image)
‘The goal here is to enhance, not mask. Adapting your makeup and beauty routine with each passing decade is essential to look and feel your best.
‘As the body’s largest organ, your skin undergoes significant changes over time – becoming thinner, less plump, and losing elasticity.
‘These changes mean the makeup techniques that once worked for you in your 20s might not serve you as well in your 50s or 60s.’
Foundation: Laura says that hydration is so key, so use a light concealer for dark circles and a hydrating foundation to smooth and plump the skin.
Eyes and brows: ‘Thin, sparse brows can be subtly filled in with a brow kit or enhanced with semi-permanent makeup,’ the makeup artist said.
‘Use lighter shadows on the inner corners of the eyes and gradually deepen the colour toward the outer corners for definition.’
Cheekbones: Laura added that touch of highlighter on the cheekbones and down the nose can lift the face.
Lips: Laura advises those in their 50s to stick to sheer glosses or satin finishes in pink or peach and to define the edges with a subtle lip liner for a polished look.
Makeup rules for your 60s
A woman in her 60s is pictured before adopting Laura’s makeup techniques (L) and after incorporating them into her daily routine (R)
‘In your 60s embrace your features with soft, enhancing touches to avoid a washed out look,’ Laura said.
Foundation: The beauty expert said that those in their 60s should opt for lightweight, hydrating products to avoid settling into wrinkles and that CC creams or tinted moisturisers can work wonders.
Eyes and brows: Laura said: ‘Avoid heavy eye makeup. Instead, focus on light, well-blended shadows and defined brows to frame the face. Mascara or natural-looking false lashes can lift the eyes.’
Cheekbones: She said to use a creamy blush for a dewy, fresh finish and avoid powder products that can often make the skin look dry or dull.
Lips: Laura said: ‘Stronger, satin-based lipsticks or glosses can brighten your overall look. Neutral tones with a hint of colour, like soft rose or berry, are flattering. Avoid overly matte finishes, which can emphasise lines.’
Makeup rules for your 70s
Laura said: ‘In your 70s, focus on simplicity and elegance, aim for a natural look that highlights your best features.
‘A common mistake is to think you need to overdue the makeup, that is wrong. Stick to emphasising one feature to help define one area so you retain a natural and timeless appearance.’
A woman in her 70s is pictured before taking Laura’s advice (L) and after changing her makeup routine (R)
Foundation: Her advice is to choose a lightweight, hydrating formula with a luminous finish to ensure your skin looks fresh and radiant.
‘Avoid heavy powders, which can settle into wrinkles. Tinted moisturisers or CC creams with a subtle glow work wonderfully if you are in your 70s and deciding on makeup or makeup techniques,’ she said.
Eyes and brows: Laura said that naturally enhanced brows ‘frame the face beautifully’.
She added: ‘Use a soft pencil or powder to define sparse areas lightly or better yet opt for permanent makeup. In addition pick neutral, creamy eyeshadows to enhance the eyes without drawing attention to creases. A light coat of mascara opens does wonders for opening up the eyes subtly.’
Cheekbones: The beautician said adding a touch of cream blush to the apples of your cheeks can create ‘a youthful pop of colour for freshness’.
She added: ‘Opt for shades like soft pink or peach which are great an complimenting natural skin tones of mature women. Just strongly avoid any shimmery products, as they can highlight skin texture which is make you look older.
‘A common mistake is not looking at products closely enough before buying as a lot of bronzers and powers add shimmer which is not the correct product here – so always test the product in the shop first so you don’t get stuck with an expensive product that you will decide you don’t like when you get home.’
Lips: ‘Hydration is key in your 70s therefore use moisturising lipsticks in flattering shades such as rose, berry, or coral,’ Laura said.
‘A glossy or satin finish can create the appearance of fuller, smoother lips. Lip liner can help define edges subtly but you should definitely avoid drawing overly sharp lines. If you are not confident at lipliner then stick to the glossy or satin finish.’
