Navigating the world of makeup as you embrace your 30s can be an exciting journey of self-expression and confidence. It's a time when many women seek products that enhance their natural beauty while catering to evolving skincare needs. From velvety foundations that provide a flawless finish to vibrant eyeshadows that make your eyes pop, makeup for women over 30 is all about finding the perfect balance between sophistication and playfulness. Discover a curated selection that emphasizes radiant skin, long-lasting wear, and timeless elegance, helping you achieve stunning looks for any occasion.
Size: 1 fl oz·ITEM: 2757094
Color: Fair - fair skin with a balance of warm & cool undertones
$57.00
What it is: A skin-perfecting vegan and talc-free BB tinted moisturizer for a blurred, matte, "no makeup" makeup look.
Coverage: Medium
Finish: Matte
Formulation: Liquid
Highlighted Ingredients:
- Triple-B Complex: Helps to diffuse light and minimize the appearance of fine lines.
Ingredient Callouts: Free of parabens, phthalates, mineral oil and triclosan.
Size: 0.25 oz / 7.2 g·ITEM: 2596781
Color: 14 - deep with neutral golden undertones
$49.00
ABSOLUTELY LOVE the skin care makeup hybrid! Super hydrating and pretty! It leaves a super smooth appearance and it’s Perfect for brightening and highlighting. ...It covers and builds well. I don't wear makeup often but I can see myself adding this to my regimen for a flawless look.
What it is: A creamy, skin-like, medium-to-full-coverage concealer that visibly conceals, brightens, and lifts eyes and face, available in 30 waterproof shades with up to 16 hours of wear.
Coverage: Medium
Finish: Natural
Formulation: Liquid
Highlighted Ingredients:
- Hyaluronic Acid: Hydrates skin and revitalizes the outer, visible layers.
- Niacinamide: Smooths.
- Golden Vitamin C: Visibly brightens.
Ingredient Callouts: Free of parabens, formaldehydes, formaldehyde-releasing agents, phthalates, mineral oil, retinyl palmitate, oxybenzone, coal tar
ITEM: 2927705
Size: 15 oz/55 ml
$73.00
What it is: A cream that addresses redness and blemishes and is suitable for rosacea, sensitive skin, and acne-prone skin.
Skin Type: Normal, Dry, and Sensitive
Skincare Concerns: Redness and Uneven Skin Tone
Formulation: Cream
Highlighted Ingredients:
- Cica Complex with Centella Asiatica Extracts: Soothes skin.
- Allantoin: Supports skin barrier.
- Zinc Oxide Mineral Sunscreen: Protects against sun damage.
Ingredient Callouts: Free of parabens, formaldehydes, formaldehyde-releasing agents, phthalates, mineral oil, retinyl palmitate, oxybenzone, coal tar, hydroquinone, sulfates SLS & SLES, triclocarban, triclosan, and contains less than one percent synthetic fragrance.
Size: 0.63 oz / 18 g·ITEM: 2836658
Color: 3.75 - LIGHT TO MEDIUM WITH NEUTRAL UNDERTONES
$52.50
It perfectly covers skin imperfections and gives the skin a matte finish. She keeps her makeup on all day, I love it. I use it after concealer and foundation and it sets my makeup. ...Use this almost everyday for a no makeup makeup look to really have a little coverage that also controls my oil.
What it is: An award-winning, visibly balancing balm-to-powder primer/foundation for a smooth, refined finish and all-day absorption of sweat and oil.
Coverage: Light
Finish: Matte
Highlighted Ingredients:
- Upsalite: Absorbs excess sebum and sweat without depleting skin's hydration.
- Olive-Derived Squalane: Visibly balances oily skin and diminishes signs of aging.
- Hyaluronic Acid: Hydrates.
Ingredient Callouts: Free of parabens, formaldehydes, formaldehyde-releasing agents, phthalates, mineral oil, retinyl palmitate, oxybenzone, coal tar, hydroquinone, sulfates SLS & SLES, triclocarban, triclosan, and contains less than one percent synthetic fragrance. It is also gluten-free and cruelty-free.
Size: 0.003 oz / 0.09 g·ITEM: 2638070
Color: Soft Black - For deep brown to black hair with cool undertones
$36.00
I recently received the In Full Micro-Tip Eyebrow Pencil as a sample to try and review. As with many women as you get older your eyebrows thin so I was very excited to try this product. ...I like the natural color and look of this eyebrow pencil. I am a makeup novice but I can make this look great…. It looks like me but better.
What it is: A beginner-friendly micro-tip pencil that effortlessly fills and defines brows with soft, buildable pigment.
Highlighted Ingredients:
- Mineral-Based Pigments: Create the most natural-looking payoff.
- Provitamin B5: Conditions and nourishes with every wear.
Ingredient Callouts: This product is vegan and cruelty-free.
What Else You Need to Know: This ultra-slim brow pencil creates thin, hairlike strokes for natural-looking fullness and dimension. The foolproof formula takes the guesswork out of designing your best brows. Each swipe deposits the perfect amount of pigment that resists fading and budging throughout the day.
Size: 0.85 oz/ 25mL·ITEM: 2575876
Color: 22N - dark to deep skin with neutral olive undertones
$35.00
What it is: A skincare-hybrid foundation with medium, buildable coverage that effortlessly creates a natural-looking, skin-like glow.
Coverage: Medium
Finish: Radiant
Formulation: Liquid
Highlighted Ingredients:
- Jojoba Oil: Intensely moisturizes and softens skin.
- Hyaluronic Acid: Hydrates and plumps the look of fine lines and wrinkles.
- Olive-Derived Squalane: Known to balance oil production and diminish visible signs of aging.
Ingredient Callouts: Free of parabens, formaldehydes, formaldehyde-releasing agents, phthalates, mineral oil, retinyl palmitate, oxybenzone, coal tar, hydroquinone, sulfates SLS & SLES, triclocarban, triclosan.
Size: 0.12 oz·ITEM: 2764348
Color: Viva Heart - red
$34.00
What it is: A silky matte lipstick that gives back 100 percent to support gender, racial, and sexual equality – while delivering up to 12-hour color.
Formulation Type: Lipstick
Benefits: Hydrating, Long-wearing, Moisturizing
Ingredient Callouts: Free of parabens, formaldehydes, formaldehyde-releasing agents, phthalates, and sulfates SLS & SLES.
Size: 1.1 oz/ 32.5mL·ITEM: 2575330
Color: Juice Boost - Warm Copper/Bronze for all skin types & tones
$48.50
It's great for hydration especially before a full face of makeup. I have extremely dry and crackly skin.
What it is: A skincare-infused, radiant priming serum that hydrates, preps, and protects skin for a lit-from-within glow.
Finish: Radiant
Skin Type: Normal, Oily, Dry, Combination
Concerns: Dryness, Pores, and Uneven Skin Tone
Highlighted Ingredients:
- Vitamin C: Visibly brightens dullness and protects skin from free radicals.
- Niacinamide: Minimizes the appearance of pores.
- Hyaluronic Acid: Hydrates and visibly plumps fine lines and wrinkles.
Ingredient Callouts: Free of parabens, formaldehydes, formaldehyde-releasing agents, phthalates, mineral oil, retinyl palmitate, oxybenzone, coal tar, hydroquinone, sulfates SLS & SLES, triclocarban, triclosan, and contains less than one perc
$37.00
What it is: A primer that smooths skin for even makeup application and reduces the appearance.
Finish: Matte
Formulation: Liquid
Highlighted Ingredients:
- Skin Perfecting Complex: Blend of rose extracts that work to moisturize, protect, and smooth skin.
- Silica Beads: Instantly blur and smooth imperfections.
- Red Clover Flower Extract: Controls oil while actively decrease appearance of pore size over time.
Ingredient Callouts: Free of parabens, formaldehydes, formaldehyde-releasing agents, phthalates, mineral oil, retinyl palmitate, oxybenzone, coal tar, hydroquinone, sulfates SLS & SLES, triclocarban, triclosan, and contains less than one percent synthetic fragrance.
What Else You Need to
Size: 0.07 oz/2 g·ITEM: 2972719
Color: Brilliant Pink - a sparkling pink with multi-colored pearl
$46.00
What it is: An eyeshadow stick that glides on with pearlescent pigments and a dewy touch for effortless sparkle you can wear anytime—no fallout or fuss.
Highlighted Ingredients:
- A Unique Blend of Red Seaweed Extract: Creates a jelly-like texture.
- Water-Based Eyeshadow Formula: Glides onto skin with dewy moisture.
- Multidimensional Pearlescent Pigments: Reflect light for a crystal-like sparkle.
What Else You Need to Know: Water-based gel eyeshadow formula glides on with instant moisture and delivers 12 hours of wear—no creasing, settling, or smudging, just sparkle where you want it.
Clinical Results: Clinical testing on 30 women, after using product for 12 hours:
- Provides 12-hour wear
