Eye Makeup Secrets Every Woman Over 40 Should Know ( (That No One Talks About)

Ciao, Beautiful!

Tired of the same recycled beauty tips from influencers half your age—and none of them actually work on mature skin?

I’ll be turning 49 this year, and I’ve been in the beauty industry for about half of my life—longer if you count being raised in a home with a beauty shop attached to it. I’ve spent decades helping other women look and feel their best, but that doesn’t mean I haven’t had my own struggles with change. Every few years since my late 30s, I’ve noticed subtle shifts in my skin—dryness that never used to be there, fine lines that seem to appear overnight, or days when my makeup just doesn’t sit quite right. It’s been a humbling reminder that aging is a process—and one that calls for a different kind of care.

By the time we hit our 40s, most of us have heard the usual beauty advice: blend well, use cream products, skip shimmer, avoid tugging. But what if you’ve tried all that—and your eyes still look tired, heavy, or undefined?

The truth is, the beauty world often recycles the same handful of tips without addressing what’s actually changing in our skin. As someone who’s worked with countless mature faces—and has slightly hooded, sensitive eyes myself—I’ve picked up a few secrets along the way that don’t always make it into mainstream tutorials.

Here are a few timeless eye makeup techniques that are often overlooked—but make a real difference.

1. Treat your under-eyes like skin, not a canvas

Most of us treat concealer like spackle, layering it on to cover darkness or texture. But the under-eye area is skin first, makeup second. That means your skincare here matters even more than your concealer.

Try gently pressing in a hydrating eye butter (like our Eye Dream of Coffee) and letting it soak in for a minute before applying any product. This simple step helps smooth texture, reduces puffiness, and makes your concealer sit more like skin and less like makeup.

2. Stop chasing coverage—start chasing brightness

Over-concealing is one of the fastest ways to look older. Instead of piling on pigment to cover everything, try using a concealer that reflects light and melts into your skin. A brightening effect will lift the whole face—even when you’ve had no sleep. Our Age Defying Concealer is made for this exact reason. It hydrates, blends like a second skin, and won’t settle into fine lines.

3. Use beige instead of black

This is one of my favorite tricks—and most people have never heard of it. If your eyes are looking smaller or more closed off with age, you might need less dark liner, not more. Try swapping out black eyeliner for a beige pencil on your lower waterline and a soft brown or brown-black (if you can't give up the black entirely, like me!) on the upper lash line. This trick instantly opens the eyes and makes them look fresher—without the harsh contrast.

Bonus tip: a Matte Beige Highlighter under the brow bone can lift the entire eye area, and no one will know it’s makeup. They’ll just think you look well-rested.

4. Don’t follow trends—follow your bone structure

The trend cycle never stops, but timeless beauty comes down to understanding your unique features. If your lids are starting to sag or feel heavy (hello, gravity), play with strategic shadow placement instead of trying to force a crease that’s no longer visible.

Apply a neutral matte shade slightly above where your crease used to be—on the orbital bone—not in the fold. This trick creates the illusion of a lifted lid, even if your crease has changed shape over time.

5. Finish with definition, not drama

When you’re over 40, less really is more—but you still need some structure to bring the eyes forward. A defined brow frames the face, especially if your natural hair has thinned over time. Add a brow gel with microfibers to lift and hold hairs in place—it gives instant polish, creates volume and a youthful effect without looking “done.”

What I’ve Learned Firsthand

After an eye virus left one of my eyelids noticeably droopier, I had to relearn how to work with what I had. Hooded lids are something I’ve always had, but this made me more intentional about my routine. These small tweaks not only helped me feel more confident—they also reminded me that beauty isn’t about perfection. It’s about showing up for yourself in the ways that feel good.

Want to simplify everything I just shared?

We’ve bundled the key products I rely on every day into one easy-to-use set: the Bright Eyes AM Kit. It includes our gentle eye butter, light-reflecting concealer, and matte beige highlighter so you can hydrate, brighten, and lift in just a few minutes each morning.

For a limited time, you’ll also get a FREE Brow Gel ($19 value, fawn color that works with light to medium brown hair) with your kit—because great eyes need a great frame.

Click here to shop the Bright Eyes AM Kit and claim your free gift while supplies last.

The real secret to great eye makeup after 40 isn’t more product—it’s smarter product. Learn your face. Choose gentle formulas. And don’t be afraid to break the rules if they’re no longer working for you.

Because your beauty routine should evolve just like you have—gracefully, honestly, and with a little bit of glow.

Remember, the more you know, the more you glow.

xoxo

Jentri 

ps. for a limited time, use code BROWLOVE at checkout to receive your FREE (fawn) Brow Gel with the purchase of your Bright Eyes AM Kit ($19 value!).