Beauty Bay
Best Brow Makeup for All Ages

The Focus | Eye Makeup for all Ages

By Grace Day, 14th March 2016

Eye makeup, when used properly, serves to enhance your natural beauty, and can have a powerful effect on your appearance that you can harness to express yourself throughout your life. 

Whilst there are no rules when it comes to beauty, nor should there be, as you age if you want to achieve age-appropriate results and create a me-but-better nhanced beauty look it’s important to adjust the colours, textures, and techniques used. 


In your twenties, makeup exploration is  so use bright colours and eye-catching textures with confidence; just as you forge your independence and identity, don’t be afraid to experiment with and express yourself through beauty. Having firm skin around your eyes means there are no limits to the textures you can play with – try applying Makeup Geek’s Loose Pigments over Illamasqua’s Cream Pigments for a bold and vibrant eye look.

Layering bright shimmer over rich colour creates a fun, multi-dimensional effect with amazing durability – ideal for all-night-long parties, and the perfect accompaniment to a bold slick of black eyeliner. To add finesse to the look, invest in high quality brushes like the Zoeva Complete Eye Brush Set – all the tools you need in your eyeshadow arsenal. Designed for seamless application, the combination of natural and synthetic bristles will ensure that even the loosest pigments are blended to perfection.


Strive for sophistication and use your thirties to establish a classic look. With greater experience and knowledge, evolve your style from experimental to refined. Now is the time to discover neutrals; invest in a staple palette like the Edward Bess Expert Edit Matte Eyeshadow Trio Cocoa Sublime – the compact case is small enough to slip into your handbag, and contains everything required for on-the-go application. 

Mix matte and metallic textures for a subtle, sculpted look that you can effortlessly take from day to night. Enhance the neutral shades with a brown eyeliner like Laura Geller’s Eyeliner in Café Mocha, which will softly define your eyes without being as harsh as black pigment can be. The smooth formula of this pencil performs exceptionally in both fine line definition and when creating a soft, smokey eye. Amp it up for evening by blending the eyeliner upwards and into the shadow for a smokey effect that will conceal any fine lines and offer subtle definition without overwhelming your look.


As you reach your forties, eyes appear to shrink, but using an expert strategy of shade, dimension, and colour theory, it’s possible to make them appear wider and larger. Catch the light by applying a bright highlighting shade to the inner corner of the eye, and line the waterline with a nude colour such as Illamasqua’s Eye Colouring Pencil in Vow. The cool-toned hue creates the appearance of wider, brighter eyes, and the creamy formula imparts vivid pigment without irritating sensitive eyes.

For an instant eye-lift, trace black or brown eyeliner across your upper lashline, thickening it in the outer corner to lift and extend your eye-shape into a subtly elongated cat-eye. Before applying mascara, curl your lashes with Kevyn Aucoin’s Eyelash Curler, which visibly opens the eyes in just a few quick pumps, boosting the effect of consequently applied mascara, and making eyes appear more awake.


In your fifties, you may notice your eyelashes becoming sparser; this is a natural part of the ageing process, and can be remedied (even if only temporarily) by defining your lashline. Applying a black eyeliner close to the lashline creates the appearance of thicker eyelashes in an instant. When it comes to choosing a mascara, opt for black (which stands out above any other colour), and tailor your choice to best suit your main concern.

Volumising mascaras like the Edward Bess Lash Volumising Mascara will make sparse lashes appear fuller. The innovative brush shape coats lashes from root to tip in a clump-free formula that instantly plumps up lashes for a thick, full, fluttery look. If a lack of length is your main concern, choose a lengthening mascara such as Jane Iredale’s Longest Lash Mascara, which has a thinner and easily buildable texture for instant lash extension. Enriched with conditioning vitamins, the formula also helps to encourage lash growth by reducing splitting and breakage.


Make the switch from powder to cream eyeshadows when you reach your sixties. Skin looses its elasticity as we age, leaving eyelids thin and crepey, so powder formulas will crease and emphasise wrinkles. Avoid light and neutral shades, which are often too light to cover discolouration and can make eyes look tired. Instead choose warm sage and jewel tones like Laura Geller’s Eye Dew Cream Shadow Crayon in Amethyst, which cancels out redness and make the whites of the eyes appear brighter. The formula also contains aloe extract and vitamin E, to keep lids soft and hydrated, and prevent colour from fading.

A concealer or a eye primer such as the Artdeco Eyeshadow Base is your best friend – use it to prep the lids for longer-lasting shadow and cancel out discolouration. The cream texture prevents pigment from creasing and falling, and creates a smooth base that improves powder application. Ideal for those with sensitive eyes or contact lens wearers, the inclusion of bisabolol calms redness whilst vitamin E keeps lids smooth and nourished.