by Let’s be honest: for the everyday woman, most makeup trends aren’t terribly relevant. Fluo-raspberry eyeshadow or avant-garde glitter lipstick doesn’t mean much backstage at a fashion show, which means a lot to most makeup wearers.
While certain trendy products come and go, there are new types of makeup that work great for middle-aged women, the types of products that stick around beyond one season. In 2024, products are more luxurious, often have additional skin care benefits, and the tones are more chic and grown up.
When it comes to these grown-up beauty trends—which aren’t trends—there’s no one better placed to comment than Terry Barber, Britain’s leading makeup artist and global artistic creative director for Mac Cosmetics. “For middle-aged women, I think there’s always that fear of looking a little unkempt with makeup. “Maybe you want to experiment with makeup but you don’t want to look like you’re trying too hard,” he says.
“At the same time, you don’t want to wear things that are ‘appropriate’ for your age, because that’s no fun either. For the past 10 years, we couldn’t leave the house because people would judge you for less than perfect eyebrows, but now that’s gone. It’s a lot cheaper and people wear things for themselves and not for the approval of others.”
Of course, while there are no rules with makeup, as you get older, you may want to find the right balance with beauty. “What’s modern now is if you’re wearing a strong lip, tone down your eyes a bit, or if you’re wearing a strong eye you want to be easy on your mouth,” says Barber. “There is more consideration of balance in 2024.”
Following new beauty looks on the catwalks in New York, London, Milan and Paris, Barber shares his advice on how middle-aged women can get the most out of their makeup – and we share what’s worth investing in .
Textures of the first skin
Celebrity inspiration: Natalia Vodianova and Jennifer Lopez
One of the biggest advances in beauty over the past year has been in foundations. Out are the thick, matte and cakey textures that hide the skin completely, and there are light, super-charged tinted moisturisers that act more like skin care.
“We’re seeing a move towards all makeup that’s more skin care,” says Barber. “When the skin is covered that opaque, it immediately dates your makeup.”
Good news for middle-aged skin, these first-skin foundations create glowing, moisturized complexions that still look natural for day or evening wear.
Try this
Studio Radiance Serum Powered-Foundation by Mac, £39
If you’re wearing a die-cut foundation but want something with more of a glow, try this.
The Super Tinted Hydrator by U Beauty, £98
With excellent skin care benefits and an ultra-hydrating formula, the product has sold out since its launch last year.
Estée Lauder Tint Skin Futurist Serum Foundation SPF20, £49
Applied with a dropper as you would a serum, this buildable formula makes your skin look like skin, only better.
Return lipstick
Famous inspiration: Sabrina Elba
Lipstick is back, according to all the trend experts I spoke to, who have all breathed a huge sigh of relief after a few seasons of seeing more and more lip glosses hitting our beauty shelves. This is welcome news for adults: you can not beat a slick of heavy, matte lipstick whether it is red, coral, pink or nude.
“We’ve seen a return to women and people are ready to dress up again,” Barber says. “Red lipstick is the only product that says: ‘I’m ready.’ You know you have the right red because your skin will look fresher and your eyes will be brighter.”
Barber recommends a cranberry shade of lipstick for spring, which can instantly refresh your look.
Try this
Maxximal Silky Matte Lipstick in D for Danger, £25
Many matte lipsticks feel drying on the lips, but this formula is very comfortable to wear.
Lip Blush in Amber by Refy, £16
A red lipstick for women who don’t like traditional lipsticks, this balmy formula adds a pop of color without commitment.
Wondercolour Soft Matte Liquid Lipstick in Jude by Sam Chapman & Beauty Pie, £30
If your signature lipstick shade is nude or pink, try this warm, one-size-fits-all nude-brown. It lasts for hours, too.
Cool-toned eye makeup
Famous inspiration: Julianne Moore
In recent years there has been an abundance of warm tones on the eyes: think chocolate browns, terracottas and warm taupes. While that works well for very glamorous makeup looks, Barber noticed a lifestyle-friendly move toward cooler makeup tones like gunmetal grays and silvers. (Especially a great pair if you also have gray hair).
“This news is also welcome if you don’t really like bright eye makeup, because you can only wear a darker and darker version,” says Barber. For example, try a deep navy blue eyeliner if you want blue tones on the eye, or wash pink cool-toned eyeshadow that can be extremely brightening for the eyes. “It’s a good way to wear color in a mature way,” says Barber.
Try this
Obsessions Craig Greig Palette by Huda Beauty, £29
With nine shades of wearable cool-toned eyeshadows, this palette is a great investment.
Satin Kajal Liner in Navy Noir by Victoria Beckham Beauty, £30
An interesting alternative to black or brown eyeliner, navy blue works great for both blue and brown eyes.
Single Shadow in Social by Merit £26
This soft mauve color is extremely flattering and very easy to use. Simply smudge over the eyelid with your ring finger to add a subtle pop of color.
healthy-looking blush
Famous inspiration: Sienna Miller
Blusher is one of those products that can instantly change your complexion, especially if you tend to have fair or fair skin. Although pink is the modern color in blush for a few seasons, Barber is predicting peach as the color of the year.
“Peach and apricot colors are more suitable for spring and summer,” says Barber, “although pink tones can look a little Marie Antoinette.”
There are a lot of exciting blushers out there right now that have enough warmth to negate the need for a separate bronzer, too. This is great if you want a one-and-done product. The texture is also important: we are moving away from heavy powder blushers to smooth cream products, which work much better on mature skin.
Try this
Afterglow Liquid Blush in Brazen by Nars £33
Apply this liquid blusher to the apples of your cheeks and blend. It adds a nice hint of coral blush.
Multi Mousse in Durazno Peach by Brulée Beauty £22
You can apply this creamy blusher to the lips, too, as a subtle wash of color.
Les Beiges Glow Healthy Winter Blush in Coral Givre by Chanel £54
Although it is a powder texture, this blusher gives you a very natural flush on the cheeks.
