Let’s be honest: for the average woman, most makeup trends are not that relevant. Whether a fluoro raspberry eyeshadow or an avant-garde glitter lipstick plays a major role backstage at a fashion show doesn’t mean much 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 kind of products that stick around for more than one season. In 2024, products are more luxurious, they often have skin care benefits and the shades are chicer and more mature.
When it comes to these grown-up beauty trends that aren’t here, there’s no one better placed to comment than Terry Barber, the leading British makeup artist and global creative director of artistry for Mac Cosmetics. “For middle-aged women, I think there’s always this fear of looking a little mother-like 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 look ‘appropriate’ for your age, because that’s not fun either. For the past ten years we couldn’t leave the house because people judged you for less than perfect eyebrows, but now that’s all gone. It is much freer and people wear things for themselves and not for the approval of others.”
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 that if you’re wearing a strong lip, your eyes need to be a little bit softer, or if you’re wearing strong eyes, you want to be very effortless on the mouth,” says Barber. “More account will be taken of balance in 2024.”
Following a series of new beauty looks on the catwalks in New York, London, Milan and Paris, Barber shares his advice on how midlife women can get the most out of their make-up – and share what’s really worth investing in .
Skin-friendly textures
Celebrity inspiration: Natalia Vodianova and Jennifer Lopez
One of the biggest advancements in beauty in the past year has been in foundations. There are thick, matte and cakey textures that completely conceal the skin, and there are light, super-charged tinted moisturizers that work more like skin care.
“We’re seeing a trend where all makeup is taking on more of a skincare feel,” says Barber. “When the skin is covered and opaque like that, it instantly dates your makeup.”
Good news for midlife skin: These skin-first foundations create a radiant, hydrated complexion that still looks natural, day or night.
Try this one
Studio Radiance Serum Powered-Foundation from Mac, £39
If you’re a die-hard foundation wearer but want something with more shine, try this.
U Beauty’s Super Tinted Hydrator, £98
With excellent skincare benefits and ultra-hydrating formula, this product has been a sell-out success since its launch last year.
Futurist Skin Tint Serum Foundation SPF20 by Estée Lauder, £49
Applied with a dropper, just like you would a serum, this buildable formula leaves your skin looking like skin, but better.
The return of lipstick
Celebrity inspiration: Sabrina Elba
Lipstick is back, according to all the trend experts I spoke to, who are all breathing a deep sigh of relief after a few seasons of seeing more and more lip glosses appear in our beauty salons. This is welcome news for adults: you simply can’t beat a bold matte lipstick, whether it’s red, coral, pink or nude.
“We’ve seen a return to womanhood and people are ready to dress up again,” Barber notes. “Red lipstick is the only product that says, ‘I’m ready.’ You’ll know when you’ve got the right red for you because it will make your skin look fresher and your eyes brighter.”
Barber suggests a cranberry lipstick for spring, which can instantly give your look a new boost.
Try this one
Macximal 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 from Refy, £16
A red lipstick for women who don’t like traditional lipsticks, this sultry formula adds a pop of color without any commitment.
Wondercolour Soft Matte Liquid Lipstick in Jude by Sam Chapman & Beauty Pie, £30
If your signature lipstick color is nude or pink, try this warm, nude-brown color that suits everyone. It also takes hours.
Cool eye makeup
Celebrity inspiration: Julianne Moore
In recent years we have seen an abundance of warm shades in the eyes: think chocolate brown, terracotta and warm taupe. While that works well for very glamorous makeup looks, Barber has noticed a midlife-friendly move toward cooler makeup shades like gun metal gray and silver. (A particularly excellent combination if you also have gray hair).
“This is also welcome news if you’re not a big fan of bright eye makeup, because you can wear color, but a darker, darker version,” says Barber. For example, try a deep navy blue eyeliner if you like blue shades for the eyes, or a cool pink eyeshadow that can be incredibly illuminating for the eyes. “It’s a good way to wear color in a mature way,” Barber adds.
Try this one
Creamy Obsessions Greige Palette from Huda Beauty, £29
With nine shades of highly wearable, cool eyeshadow, this palette is a great investment.
Satin Kajal Liner in Navy Noir from Victoria Beckham Beauty, £30
Navy blue is an interesting alternative to black or brown eyeliner and works great for both blue and brown eyes.
Solo Shadow in Social by Merit £26
This soft mauve color is incredibly flattering and very easy to use. Simply swipe your ring finger across the eyelid to add a subtle pop of color.
Healthy looking blush
Celebrity Inspiration: Sienna Miller
Blusher is one of those products that can instantly transform your complexion, especially if you are prone to dull or sallow skin. While pink has been the most popular color in blush for a few seasons, Barber predicts peach as the color of the year.
“Peach and apricot shades are more suitable for spring and summer,” says Barber, “while pink shades can look a bit Marie Antoinette.”
There are many exciting blushers available at the moment that have enough warmth in them to negate the need for a separate bronzer. This is great news if you want a one-off product. Texture is also important: we’re seeing a shift from heavy powder blushers to flattering cream products, which work much better on mature skin.
Try this one
Afterglow Liquid Blush in Brazen by Nars £33
Dot this liquid blusher on the apples of your cheeks and blend. It adds a nice touch of coral blush.
Multimousse in Durazno Peach from Brulée Beauty €22.00
You can also apply this creamy blusher to the lips as a subtle wash of color.
Les Beiges Healthy Winter Glow Blush in Corail Givre by Chanel €54.00
Even though it is a powder texture, this blusher gives you a very natural looking flush on the cheeks.