How to apply makeup for every stage of your skin’s life cycle
As the largest organ in the human body, our skin has always been complex – and when you couple that with the fact our concerns can change with every year that passes, it only makes our complexion even trickier to understand.
If you’re someone who finds your makeup just won’t sit quite right, no matter how many different primers, foundations, or skincare formulas you try, you’ve come to the right place. We called on our brand expert MUAs to find out exactly how to apply makeup at every stage of our skin’s lifecycle, to ensure a flawless, seamless base every time.
The Why
It can be difficult to adapt to the changing needs of our skin – but the best way to adjust is to understand why these changes occur, and how they may manifest themselves visually.
“We see changes in our skin all the time for various reasons,” explains Rose Gallagher, UK and Ireland Brand Ambassador at IT Cosmetics. “It might be something as simple as changing hormones during your period, or the dullness that comes with a general lack of sleep.”
“It’s natural for your skin to change as you move through time. In our early years, our skin is naturally plump and regenerates much more quickly. As we get older, we notice things like laughter lines, changes in texture, and often a change to how hydrated our skin feels,” admits Rose.
The general consensus? Our skin might change as we grow, but that doesn’t mean we should view these shifts in a negative light.
“Makeup can make you feel great at any age at all, and when you find what works for you it can be a confidence-enhancing part of your routine,” Rose reassures. “This said, there is some truth in the idea that you may wish to apply things differently to suit different skin types and cycles of life. When these changes become apparent, making a few small tweaks to what you use and how you use it is enormously powerful.”
The Solutions
“[Skin changes are] a natural process influenced by both genetics and environmental factors,” confirms Niamh Tait, regional makeup artist at Lancôme. “As makeup lovers, it's important to adapt our routines to these changes for the best results.”
“I've spent 10 years in the makeup industry, working with Lancôme at events like the BAFTAs, and I've learned how crucial it is to adjust techniques based on skin type, tone, and age. Let's dive into how to enhance your natural beauty at every stage!”
How to Apply Makeup on Mature Skin
“In your 50s (and beyond), skin loses volume and begins to sag,” admits Niamh. “Wrinkles become deeper, and skin is thinner, drier, and more prone to bruising. Age spots and hyperpigmentation can become more widespread.”
If you are noticing increasing skin concerns as you evolve, it’s crucial not to view these changes as a problem – especially one with no solution.
“Some of the common myths I come across include ideas that you can’t wear full coverage foundation or face powder after a certain age,” says Rose. “It’s important to note that not all formulas are made equal, and you can enjoy any makeup item that you wish so long as you choose it wisely!”
For Fine Lines & Wrinkles
As a general rule of thumb, prepping and priming your skin are the two most important steps to ensure your makeup sits as smoothly as possible.
“Lancôme’s Rénergie H.C.F. Triple Serum is a game-changer. Its targeted ingredients (hyaluronic acid, vitamin C + niacinamide, and ferulic acid) work together to combat signs of ageing,” recommends Niamh. “Follow up with a primer to create a smooth canvas, fill in fine lines and prevent makeup from settling. Lancôme's La Base Pro is a fantastic option for this.”
Next up? Choosing the right foundation.
Niamh advises: “Avoid heavy layers of foundation, which can emphasise wrinkles. Opt for serum-based formulas instead.”
“If you do notice more prominent lines, cream and gel texture foundations will sit beautifully,” adds Rose. “Something like the IT Cosmetics CC Nude Glow is a brilliant option for gently hydrating the skin. It’s a fresh, gel-like formula that merges skincare, makeup and SPF, and sits gently over any texture in the skin.”
For Dryness & Dehydration
“As we age, dryness becomes a major concern, making makeup look flaky and uneven. That means a rich skincare routine is essential,” reveals Niamh. “I recommend Lancôme's Hydra Zen line, particularly the Hydra Zen Anti-Stress Glow Liquid Moisturizer. It’s lightweight yet incredibly hydrating, creating a dewy base for makeup.”
“Being mindful of the ingredients in your skincare can make all the difference to how comfortably your foundation wears throughout the day,” says Rose. “Lots of products at IT Cosmetics are infused with ingredients like peptides and hydrolysed collagen, giving every step of your makeup routine the added power to contribute to a healthier skin feel.”
“If your skin feels dry to the touch, using a richer foundation will help to make your complexion feel more comfortable and encourage longer wear from your makeup. The original CC Cream is ideal because it is infused with healthy ageing ingredients like collagen, niacin and peptides to hydrate and plump.” explains Rose.
She adds: “IT Cosmetics formulate their powders with silk instead of talc. This means that instead of having a drying impact on the skin, they simply have powders that will add an extra layer of lasting power to your makeup and create an egg shell-like, natural finish.”
For Caking & Settling
“The less product you use on a mature skin type, the less likely it is to gather in any fine lines,” shares Rose. “Apply your concealer or CC Cream to the back of your hand first, and pick it up bit by bit with your brush. This way you only use as much product as you actually need rather than overloading your face with makeup.”
According to Niamh, your application technique is also key for maximising your base on mature skin: “Using a damp beauty sponge or a soft brush can deliver a more even, natural finish.”
Wedded to your full-coverage formulas? We’ve got good news – Rose reassures there’s no need to toss these products to the bottom of your makeup bag! “If you use a tiny bit and spread it evenly, you can wear as much coverage as you need without it looking or feeling heavy.”
“Just make sure to use setting powder with caution,” concludes Niamh. “Use it sparingly, focusing on areas prone to shine, and choose a finely milled translucent powder.”
“You may prefer to use a hydrating mist, such as Your Skin But Better Setting Spray instead of a powder. This will leave the finish of the skin looking radiant, helping to reflect light and give the illusion of healthy, glowing skin.”
The Smoothers & Setters
For Eyeshadow Application
When it comes to eyeshadow application on mature skin, Niamh suggests:
“Prime your eyelids to create a smooth base and prevent creasing. Apply cream shadows strategically, avoiding placement in deep wrinkles. Opt for matte shades to minimise the appearance of texture.”
“Apply thin layers with a soft brush and set with powder if desired. Correct any discolouration with a colour corrector. Lancôme's Idôle Tints offer versatile cream-to-powder formulas that can be used on both eyes and cheeks.”
Niamh’s ultimate top tip for youthful-looking eye makeup?
“For a lifted look, define the crease with a medium matte shade, blend a darker shade in the outer "V," and highlight the inner corner and brow bone. Curl lashes for an extra lift. Remember, less is more when it comes to eye makeup on mature skin.”
How to Apply Makeup on Midlife Skin
“Your 30s are where production of collagen and elastin begins to slow. You'll notice less radiance, increased dryness, and more pronounced lines. Pigmentation might start to appear too,” explains Niamh. “In your 40s, loss of elasticity and firmness becomes more evident. Wrinkles deepen, dryness increases, and hormonal changes can impact your skin.”
“Dullness can be a common concern at this time too, due to the juggle of work and home commitments,” adds Rose. “Using a vitamin C serum in your morning routine can protect against environmental aggressors like pollution and encourage more brightness in the skin tone.”
If discolouration from flushing or pigmentation is your main point of concern, Rose suggests revisiting your application placement.
“Start in the centre of the face when applying complexion products and blend them outwards towards the ears. A pigmented concealer like Bye Bye Under Eye Concealer can help you to achieve a full coverage, waterproof, sweatproof and humidity-proof finish, and will sit beautifully above or below your foundation.”
“Using a setting powder like the Bye Bye Pores Translucent Setting Powder can help to lock makeup in place for the day. Prioritise using this in areas prone to getting warmer (like the T-zone), and leave the outer parts of the face unpowdered to give the illusion of a glowing complexion.”
How to Apply Makeup on Young Adult Skin
“In your 20s, your skin is at its peak! Collagen and elastin production are high. You might experience occasional breakouts or fine lines around the eyes, but overall, your skin is vibrant,” explains Niamh.
“However, these are busy years that include more studying, partying and generally transitioning from childhood into adulthood,” says Rose. “Moisture loss can be a common concern, so prepare for makeup well using a moisturising cream.”
“In tired or dehydrated skin, you may notice areas of excess oil as the skin works to produce more moisture. Setting makeup into place with a powder like Bye Bye Pores can help to blur over any texture and minimise visible shine.”
“For quickness, the original CC Cream will provide a 7-in-1 mixture, acting as a moisturising day cream, hydrating serum, makeup primer, SPF50, a full coverage foundation, concealer and a colour corrector all in one step.”
How to Apply Makeup on Adolescent Skin
With adolescent skin, there’s no need to reinvent the wheel and pile on every makeup product in existence – keep it light and minimal for undetectable impact.
“Focus on enhancing natural features with tinted moisturiser, BB cream, and mascara,” advises Niamh. “Spot conceal only where needed. Control shine with blotting papers or a light dusting of powder. Lancôme's Teint Idole All Over Concealer offers great coverage and hydration.”