Makeup can be a powerful tool for boosting confidence, but its effectiveness hinges on evolving your beauty routine as you age. According to renowned makeup artist Laura Kay, founder of Laura Kay London, this doesn't require a complete overhaul. Instead, it's about recognising subtle errors that might be ageing you and learning the right techniques to enhance your natural features.
The Universal Challenge of Makeup Evolution
Laura Kay, in an exclusive discussion, highlighted that people across all generations often repeat the same daily makeup mistakes, and even celebrities are not exempt from these pitfalls. From overlined lips in your twenties to excessive powder use in your fifties, these habits can inadvertently add years to your appearance.
'Makeup is a powerful tool that, when used correctly, can make you look more radiant at any age,' Laura explained. She added, 'Many people unknowingly repeat the same mistakes or habits and don't evolve their makeup over time. But there are certain unspoken rules and tips for makeup application that will transform and enhance your features.'
Laura has also analysed which A-list celebrities have perfected their routines and which ones could benefit from some adjustments, providing a decade-by-decade guide for beauty enthusiasts.
In Your 20s: Avoiding Overpowering Youthful Features
Your twenties are the ideal time to establish a lifelong beauty foundation, but a common error is applying makeup too heavily. Heavy contouring, full glam looks, overfilled lips, thick false lashes, and overly dark or sharp brows can overwhelm youthful features and create an ageing effect.
Instead, aim for a fresh, natural appearance. Skin should look dewy and lips softly defined. Brows should be defined to complement your natural shape, with fuller brows often conveying a more youthful vibe.
Celebrity getting it wrong: Kylie Jenner, known for heavy contour and dramatic looks.
Celebrity getting it right: Sydney Sweeney, who often sports a fresh, natural complexion with soft lip definition.
In Your 30s: Embracing Light and Luminous Looks
As the first signs of ageing emerge in your thirties, it's easy to overcompensate with makeup. Laura warns that matte, full-coverage foundations and over-contoured cheeks can flatten the complexion, emphasise texture, and appear cakey.
Opt for a light-reflecting base to create a fresher, more youthful glow. Cream blush placed higher on the cheekbones helps lift the face naturally. Swap heavy eyeliner for softer, blended eyeshadows, and keep lips glossy rather than overly defined.
Celebrity getting it wrong: Kendall Jenner, whose matte looks can sometimes appear flat.
Celebrity getting it right: Margot Robbie, often seen with luminous skin and well-placed cream blush.
In Your 40s: Prioritising a Luminous, Natural Appearance
By your forties, heavy makeup can settle into fine lines, making the face look tired. The goal is a luminous, natural look. Use a lighter base with a natural glow to refresh the complexion, and keep eye definition softer, focusing on the upper lash line.
Avoid eyeliner all around the eyes, as it can make them appear smaller. Brows should be full and fluffy to frame the face beautifully.
Celebrity getting it wrong: Kim Kardashian, sometimes opting for heavy makeup that can emphasise lines.
Celebrity getting it right: Amal Clooney, known for her elegant, natural makeup with soft eye definition.
In Your 50s: Enhancing Without Masking
In your fifties, skin becomes thinner and less elastic, so heavy makeup can quickly age you. Laura Kay advises against too much powder, heavy bronzer, and strong contouring, which can make skin look dry or dull.
Instead, use hydrating foundations to smooth and plump the skin. A touch of highlighter on cheekbones can lift the face, and cream-based products like creamy blush offer a dewy, youthful look. Sparse brows can be subtly filled in to match changing hair and skin tones.
Celebrity getting it wrong: Jennifer Lopez, who sometimes uses heavy contouring that may age her.
Celebrity getting it right: Nicole Kidman, often seen with a dewy complexion and light, enhancing makeup.
In Your 60s: Opting for Natural Enhancement
In your sixties, heavy or trend-led makeup can overpower natural features. Thick base products may settle into lines, ageing you instantly. Laura suggests a lighter base to even out skin tone and natural eye makeup that enhances without looking overdone.
Stronger, satin-based lipsticks or glosses in soft pink or coral can brighten your look. Avoid matte finishes that emphasise lines, and ensure brows frame the face without looking drawn on.
Celebrity getting it wrong: Madonna, known for thickly layered products and heavy red lips.
Celebrity getting it right: Courteney Cox, who uses satin lipsticks and avoids thick products that settle into lines.
In Your 70s and Beyond: Focusing on Simplicity and Elegance
In your seventies, the focus should be on simplicity and elegance. Laura advises against wearing more makeup; instead, highlight one feature naturally. Avoid heavy powders that settle into wrinkles, and opt for tinted moisturisers or CC creams.
Brows should be naturally enhanced, and a light coat of mascara can open up the eyes subtly. Use moisturising lipsticks in shades like rose or berry with a glossy finish to create fuller-looking lips, avoiding overly sharp lip liner.
Celebrity getting it wrong: Kris Jenner, who sometimes prefers full-coverage, layered looks.
Celebrity getting it right: Jane Seymour, known for natural makeup with a light mascara and moisturising base.
By adapting your makeup routine with these expert tips, you can maintain a radiant, age-appropriate look that boosts confidence at every stage of life.
