5 Mature Skin Makeup Non-Negotiables for Women Over 40

I didn’t really learn how to do my makeup until I was 38.

And honestly, I think that’s one of the reasons I approach makeup differently now.

I wasn’t following the same makeup routine I had been doing since my twenties and suddenly wondering why it stopped working. I was learning my skin and learning makeup at the same time.

Now that I’m in my 40s, I’ve realized that mature skin doesn’t mean you have to stop wearing the makeup you love. You don’t have to give up shimmer. You don’t have to avoid a full face. And you definitely don’t have to settle for boring makeup.

But I do think there are a few things that can make a HUGE difference in how makeup looks and wears on our skin.

These are my five mature-skin makeup non-negotiables.

This post contains affiliate links, which means I may earn a commission if you make a purchase through one of my links, at no additional cost to you.

1. Skin Prep Is Part of the Makeup Routine

I will never stop saying this: your makeup can only look as good as the skin underneath it.

Especially if you have mature or dry skin.

I used to think of skincare and makeup as two completely separate routines. Now, I look at my skin prep as the first step of my makeup application.

I want my skin hydrated, comfortable and plump before foundation ever touches my face.

That doesn't mean using fifteen skincare products before makeup. In fact, sometimes layering too much can create its own problems.

The goal is simply to make sure my skin isn't already feeling dry before I start applying complexion products.

For me, hydration is always the priority.

What I look for: hydrating serums, lightweight moisturizers, skin-prepping mists and primers that give my complexion some extra moisture without making everything slide around.

2. Less Product Usually Looks Better

This might be the biggest lesson I've learned about makeup after 40:

More product does not automatically equal a better result.

I would rather start with a small amount of foundation or concealer and build coverage exactly where I need it.

When I pile complexion products onto my face, that's when I start noticing makeup settling into texture, fine lines and dry areas.

Thin layers give me so much more control.

I'll apply a light layer of foundation first, step back and actually look at my skin. Then I'll decide whether I need more coverage.

Most of the time, I don't.

And this applies to concealer too.

I don't need a huge triangle of concealer underneath my eyes. I need enough product to brighten and even things out without creating another layer that I now have to set with even more powder.

Makeup doesn't have to completely erase your skin to look beautiful.

3. Formula Matters More to Me Than the Label

I'm much more interested in how a product behaves on my skin than whether the packaging says it's for mature skin.

Give me hydration.

Give me flexibility.

Give me formulas that blend easily and don't immediately cling to every dry patch on my face.

That's why I tend to gravitate toward hydrating foundations, creamy concealers, cream and liquid cheek products and complexion products that still allow my skin to look like skin.

But here's something else I want women over 40 to hear:

You are not too old for shimmer.

I love shimmer.

I love a beautiful glowing cheek. I love a sparkly eye. I love makeup that actually looks FUN.

Getting older didn't suddenly mean I had to trade all of that for beige matte eyeshadow.

The difference is that now I'm more intentional about the formulas I choose and where I place them.

That is what mature-skin makeup should be about to me. Not creating a list of things we're suddenly forbidden from wearing.

4. Powder Has a Job. It Doesn't Need to Go Everywhere.

There was definitely a time when I thought setting your makeup meant powdering your entire face.

Not anymore.

Powder is one of those products that I use very strategically now.

I want to set the areas that actually need help staying in place without removing all of the hydration and life I just worked so hard to put back into my complexion.

For me, that might mean lightly setting underneath my eyes, around my nose or anywhere I tend to get extra movement.

The rest of my face doesn't automatically need powder just because I'm wearing foundation.

And the amount matters too.

A light layer can blur and set beautifully.

Too much can make my skin look significantly drier than it actually is.

My rule is simple: powder with a purpose.

5. I Need My Makeup to Last Without Making My Skin Feel Dry

Long-wearing makeup and mature skin can sometimes feel like they're fighting each other.

I want my makeup to stay on my face.

I also don't want to feel like somebody shrink-wrapped my skin by lunchtime.

That's why primers and setting sprays have become such an important part of my routine.

I'm looking for products that help everything grip and last while still allowing my complexion to feel comfortable.

There are days when I need my makeup to survive filming, errands, meetings and whatever else I've managed to put on my calendar.

A good setting spray makes a noticeable difference for me.

And when I find one that gives me longevity and hydration?

That becomes a repeat purchase.

Shop My Mature-Skin Makeup Favorites

I've put some of the products I personally use for these steps into one collection so you don't have to search for everything individually.

Whether you're rebuilding your makeup bag, learning makeup later in life or just trying to figure out what works better for your skin now, these are the types of products I consistently reach for.

Makeup After 40 Doesn't Need More Rules

If there's one thing I hope you take away from this, it's that getting older doesn't mean makeup has to become more restrictive.

I actually think it can become more fun.

I started learning makeup at 38, and some of my favorite looks and products have come after 40.

The biggest difference is that now I understand my skin better.

I know when it needs more hydration.

I know when I'm using too much product.

I know that I don't need powder everywhere.

And I know that I can still wear shimmer, bold lips, colorful blush or anything else that makes me excited to sit down at my vanity.

You don't need a completely different makeup rulebook because you're over 40.

You just need to understand what your skin needs now.

And if you're learning right along with me, you're exactly where you're supposed to be.

Want more mature-skin makeup tips? Follow along for product reviews, tutorials and makeup recommendations specifically for women learning and loving makeup later in life.

25 Beauty Brands Small Creators Should Be Pitching in 2026

If you're a smaller beauty creator waiting until you have 50K, 100K, or even 10K followers before you start reaching out to brands, I want you to stop.

Your follower count is not the only thing brands are paying attention to.

Your content matters. Your audience matters. Your ability to communicate who you are and what you can offer a brand matters.

And yes, small creators are getting PR, UGC opportunities, affiliate partnerships, and paid brand deals.

But one of the questions I hear all the time is:

“Krissy, what brands should I actually be pitching?”

So let's talk about it.

I put together 25 beauty brands I think smaller creators should have on their radar in 2026, especially if you're consistently creating beauty, skincare, fragrance, or lifestyle content.

But before we get into the list, there's something important I need you to know.

Don't Pitch Until You're Actually Ready to Pitch

Finding a brand email address isn't the hard part.

You need to know what the brand is going to see when they click on your profile.

Is your niche clear?

Can they immediately understand who your content is for?

Do you have examples of content that demonstrate what you could create for them?

Would a brand understand how you could help them?

That's exactly why I created Before You Pitch: The Creator Readiness Workbook.

It walks you through your creator brand, content, positioning, and overall readiness so you can identify what needs to be fixed before you start sending pitches.

First, What Do I Mean by “Brands That Work With Small Creators?”

I don't want you to read this list and assume that every brand below currently has an open PR application or that sending one email automatically gets you on a PR list.

It doesn't work that way.

Creator programs change. PR lists change. Agencies change. Campaign needs change.

But these are brands that are active in creator marketing and may offer opportunities through things like:

• PR and gifting

• Affiliate or ambassador programs

• UGC

• Influencer campaigns

• Retail campaigns

• Organic creator relationships

• Paid partnerships

Most importantly, these are brands where a smaller creator could potentially make sense if the creator, content, and pitch are a fit.

Let's get into it.

1. e.l.f. Cosmetics

e.l.f. should absolutely be on the radar of beauty creators.

The brand is incredibly active across social media and consistently leans into digital marketing, community, and creator-led content.

Don't just pitch them with:

“I'd love to be added to PR.”

Think about what kind of e.l.f. content makes sense for your audience.

Could you create:

• Drugstore vs. luxury comparisons?

• Mature skin tutorials?

• New launch reviews?

• Full-face e.l.f. content?

• Wear tests?

Pitch the idea, not just your desire for free product.

2. LYS Beauty

If your content focuses on complexion products, inclusive beauty, skin-forward makeup, or diverse beauty consumers, LYS is worth having on your list.

This is the kind of brand where knowing exactly who your audience is can make your pitch stronger.

Instead of simply asking to work together, show the brand why its products make sense for the people who already trust your recommendations.

3. Milani Cosmetics

Milani is another great brand to watch if drugstore beauty is part of your content.

Instead of simply saying you love Milani, show them what you already do well.

For example:

“My audience is primarily women 35+ looking for affordable makeup that performs like higher-end products, and I'd love to create a wear-test concept around…”

See the difference?

You're giving the brand context.

4. NYX Professional Makeup

NYX is heavily rooted in creativity, artistry, trends, and social-first beauty content.

Pay attention to the way the brand uses creators and community content.

What type of videos do they repost?

What products are they currently pushing?

What kinds of creators are showing up on their feeds?

That gives you clues about the types of ideas you could pitch.

5. Danessa Myricks Beauty

If you create colorful makeup, complexion tutorials, mature skin content, or educational beauty content, Danessa Myricks Beauty is a brand I would keep on the list.

This is where having a strong point of view matters.

Don't just show a product.

Show why your audience needs to see that product through you.

6. Rare Beauty

Rare Beauty is obviously a highly sought-after beauty brand, which means your outreach needs to be intentional.

Instead of sending a generic PR request, think about what separates your content from the thousands of other creators who also love Rare Beauty.

What is your specific angle?

That's the question you should be able to answer before pitching.

7. ColourPop

ColourPop produces frequent launches, collections, and trend-driven products, which naturally creates opportunities for creators to make timely content.

If you're pitching a brand like this, show that you can move quickly.

A creator who can turn a launch into engaging content while people are still talking about it can be incredibly useful to a brand.

8. Maybelline

Don't overlook established drugstore brands because you think they're “too big” for you.

Large brands need a tremendous amount of content.

They also need creators who speak to different ages, skin tones, beauty styles, and consumer groups.

Your job is to make it easy for them to understand which consumer you can reach.

9. L'Oréal Paris

The same principle applies here.

Don't approach a large beauty brand trying to appeal to everybody.

A specific creator can be much easier to position than a generic one.

Instead of:

“I create beauty content.”

Try:

“I create approachable makeup education for women 40+ who want products that work beautifully on mature skin.”

Now the brand knows exactly where you fit.

10. Covergirl

Drugstore complexion, mascara, lip, and everyday makeup content gives you plenty of potential angles here.

Remember that you don't necessarily need a brand to send you something before creating content about it.

Some of the best evidence you can give a brand is content you've already made because you genuinely use the product.

Knowing the Brands Isn't Enough

This is where a lot of creators get stuck.

They find the brand.

They find the email.

Then they send something like:

“Hi! I love your products and would love to collaborate.”

And then they wonder why nobody responds.

Knowing who to pitch is only part of the process.

You also need to know what to say, what value you're offering, and why the brand should pay attention to you.

That's exactly what I break down inside The Pitch That Gets You Replies.

If pitching makes you overthink every sentence, or you've been sending emails and hearing nothing back, this workbook was created to help you approach your outreach more strategically.

11. Makeup Revolution

Affordable beauty brands can be especially good targets for creators whose audiences value product comparisons, dupes, tutorials, and budget-conscious recommendations.

Again, don't make follower count the entire conversation.

Make your content concept the conversation.

12. Haus Labs

If your content is focused on complexion, artistry, or product performance, Haus Labs is another brand worth researching.

Before pitching, look at the brand's current launches and social presence.

Ask yourself:

What aren't they showing that I could show through my audience and perspective?

That's where the pitch idea starts.

13. Kosas

Kosas lends itself well to skin-focused makeup, natural makeup, complexion, and everyday beauty content.

Creators who can demonstrate products in a relatable way have an advantage because consumers want to see how beauty products actually perform on real people.

14. Tarte

Tarte has been heavily involved in creator marketing for years, which makes it a brand worth keeping on your radar.

But don't assume a well-known influencer brand only works with huge creators.

Brands need everything from awareness content to conversion content to UGC.

Your pitch should make clear what you can provide.

15. Tower 28

If you cover sensitive-skin beauty, easy makeup, or natural-looking complexion products, think about whether your audience aligns with Tower 28 before reaching out.

This is another reason niche matters.

The question isn't:

“Is my audience big enough?”

It's:

“Does my audience make sense for this product?”

16. Saie

Saie is a natural fit for content centered around glowy makeup, skin-like complexion products, and minimal beauty.

Pitch around the result you can show, not simply the product you want.

17. Fenty Beauty

Yes, even major brands belong on your list.

Your strategy may just look different.

With larger brands, pay close attention to specific launches, retailer campaigns, creator programs, and opportunities through influencer platforms rather than relying exclusively on cold outreach.

18. Morphe

Morphe gives creators plenty of opportunities to demonstrate actual application through lip combinations, eyeshadow tutorials, brushes, and full looks.

Tutorial-driven content can be especially valuable because you're doing more than holding up the product.

You're showing someone how to use it.

19. Juvia's Place

If your content serves Black and Brown beauty consumers, complexion matching, pigmented color stories, or inclusive beauty, research whether your audience and content align with the brand.

And remember:

Being specific about your audience is an advantage.

20. About-Face

Brands with bold products and strong visual identities need creators who can translate those products into compelling social content.

If that's one of your strengths, show it in your pitch.

21. ONE/SIZE

Think tutorials, wear tests, setting products, complexion, and long-wear makeup.

This is also a great example of a brand where proof of concept can strengthen your outreach.

Create the type of video you'd want them to hire you to make.

Then pitch them with it.

22. INNBEAUTY Project

Skincare-meets-makeup content, lip products, and visually interesting product demonstrations could all provide natural pitch angles depending on your audience.

Before reaching out, study what the brand has been posting recently.

Your pitch should feel like it belongs in their current marketing strategy.

23. Cocokind

Skincare creators shouldn't limit themselves to traditional product reviews.

Educational content around skin prep, ingredients, makeup preparation, and routines can give you much stronger concepts to pitch.

24. Innisfree

If skincare education is part of your content, think beyond:

“Here's my skincare routine.”

Consider angles like:

• Skincare prep before makeup

• Mature skin hydration

• Morning vs. evening routines

• Barrier-supporting routines

• Product layering

Again, specificity gives the brand something to actually say yes to.

25. Sephora

I'm including Sephora because I don't want smaller creators to automatically count themselves out of opportunities connected to major beauty retailers.

Pay attention to creator programs, affiliate opportunities, retailer campaigns, and applications when they're available.

And most importantly, don't decide you're “too small” before the brand ever gets a chance to decide whether you're a fit.

Before You Pitch Any of These Brands, Do This

Please don't copy this list, send 25 identical emails, and call it a pitching strategy.

That's exactly what I don't want you to do.

Choose a smaller group of brands that genuinely make sense for:

Your niche.

Your audience.

Your content style.

The products you already use.

The problems your content helps solve.

Then research each brand.

Look at what they're launching.

Look at the creators they're reposting.

Look at the types of campaigns they're running.

Look for gaps where your perspective could add something.

Then build your pitch.

Your Pitch Should Answer One Very Important Question

A brand already knows its product is great.

They don't need an email telling them that.

What they need to understand is:

Why should they work with YOU?

That's where so many creator pitches fall apart.

“I love your products and would love to collaborate” isn't enough.

You need positioning.

You need an idea.

You need to understand your value.

And you need a pitch that communicates all of that without writing a five-paragraph essay to a brand manager.

That's exactly what I teach inside The Pitch That Gets You Replies.

If you've been staring at your inbox wondering why brands aren't answering you, this workbook helps you rethink what you're sending and build a much stronger outreach strategy.

And If You're Thinking, “But I'm Still Small…”

Pitch anyway.

I started teaching this because I saw too many creators believing that follower count was some invisible permission slip they had to earn before they could start treating content creation like a business.

It isn't.

A smaller, engaged audience with a clear niche can be valuable.

Great content can be valuable.

Strong storytelling can be valuable.

Understanding your audience can be valuable.

Being able to make a consumer actually care about a product can be valuable.

Your job is to package that value so a brand can understand it.

Ready to Start Pitching Brands?

I've created two workbooks to help you go from wondering whether you're ready to actually reaching out to brands strategically.

Before You Pitch: The Creator Readiness Workbook

Start here if you're wondering:

Is my content ready? Is my profile ready? Is my creator brand clear enough? What would a brand see if they looked at my page today?

This workbook helps you get the foundation together before you start sending emails.

The Pitch That Gets You Replies

Then we move into the actual outreach.

This workbook helps you strengthen your pitch, communicate your value, and approach brand outreach much more strategically.

Get Both and Save 15%

If you need help with both sides of the process, add both workbooks to your cart and save 15% with code PITCHREADY15.

Because finding the brands is only step one.

Now you need to be ready when they click on your profile.

Want More Creator Tips Like This?

I send Creator Notes by Krissy, my free weekly newsletter for creators who are serious about turning their content into a business.

I share what I'm learning about brand deals, pitching, creator strategy, building relationships with brands, and navigating this industry as a working creator.

Brand programs, PR lists, agency relationships, and campaign availability can change at any time. A brand appearing on this list doesn't guarantee PR, gifting, or a paid partnership. Always research current opportunities and only pitch brands that genuinely align with your content and audience.

You Don’t Need More Followers to Get Brand Deals, You Need a Stronger Brand

One of the biggest misconceptions I see creators believe is that more followers automatically means more brand opportunities.

So they wait.

They wait until they hit 5K. Then 10K. Then 20K.

They tell themselves they’ll start pitching when their numbers are “good enough.”

But here’s what I need smaller creators to understand:

Brands are not only looking at how many people follow you. They’re looking at what kind of creator you are.

A creator with a smaller, engaged audience, a recognizable point of view, and a clear brand can be far more valuable to a company than someone with a much larger audience who posts a little bit of everything.

And if you’re trying to land PR, paid partnerships, or long-term brand relationships, that distinction matters.

Brands Need to Understand You Quickly

Imagine someone from a beauty brand lands on your Instagram or TikTok profile for the first time.

Within a few seconds, can they figure out:

• What you create content about?

• Who your content is for?

• What kind of products naturally fit into your content?

• What makes your perspective different?

• What they could potentially hire you to create?

If the answer is no, that may be a bigger problem than your follower count.

Your page doesn’t have to look perfectly curated. You don’t need every thumbnail to match. And you definitely don’t have to turn yourself into a completely different creator just to become “brand-friendly.”

But there should be some consistency in the story your content tells.

For example, my own content centers heavily around beauty, mature skin, fragrance, product discovery, and helping other creators understand the business side of content creation.

That makes it much easier for someone viewing my page to understand where I fit.

Your content should do the same thing for you.

Your Niche Is More Than a Category

Saying your niche is “beauty” isn't necessarily enough.

Beauty is huge.

Makeup tutorials, fragrance reviews, skincare routines, luxury beauty, drugstore beauty, mature beauty, clean beauty, colorful makeup, minimal makeup—they can all exist underneath the beauty umbrella.

What gives your content its identity is your point of view.

Ask yourself:

Why should someone watch me talk about this instead of another creator?

Maybe you test makeup specifically on mature skin.

Maybe you find affordable alternatives to luxury products.

Maybe you're the person your audience trusts for extremely honest fragrance reviews.

Maybe you specialize in easy beauty for women who never really learned how to do makeup.

That point of view is what makes your content memorable.

And memorable creators are easier for brands to envision inside campaigns.

Consistency Builds Brand Trust

This doesn't mean you can never post anything outside your niche.

You're a person, not a content machine.

But if you want to work with brands, your recent content should give them enough information to confidently answer one question:

“Would our product make sense here?”

Think about your last 9–12 posts.

If a skincare company looked at them, would they see evidence that you know how to talk about products?

Would they see strong hooks?

Would they see you demonstrating products?

Would they see thoughtful reviews?

Would they see an audience interacting with what you recommend?

Brands aren't just hiring your follower count.

They're hiring your content style, communication skills, creativity, audience trust, and ability to make their product feel natural within your world.

Your Engagement Matters, But So Does the Quality of It

Engagement is another area where creators sometimes focus too much on one number.

A post having thousands of likes is great.

But brands may also notice:

• Are people asking you questions?

• Are followers requesting product links?

• Are people saving your tutorials?

• Do viewers tell you they purchased something because of your recommendation?

• Are you actually responding and building community?

A smaller creator who consistently influences purchasing decisions can be extremely valuable.

That's why I don't want creators dismissing themselves just because someone else has 100,000 followers.

Their audience isn't your audience. Their content isn't your content. And their opportunities don't determine yours.

Before You Pitch, Look at Your Page Like a Brand Would

Before you send another pitch email, take a few minutes and audit your own platforms.

Ask yourself:

Is it obvious what I create?

Can a brand easily see examples of me featuring products?

Do I have recent content I'm proud of?

Does my bio clearly explain who I am?

Is there an easy way for a brand to contact me?

Would I feel confident sending someone directly to this page today?

And here's an important one:

If I were the brand, would I know how to use this creator?

That question can change the way you approach your entire content strategy.

Because sometimes you don't need to post more.

Sometimes you need to become more intentional about what you're already posting.

Stop Waiting Until You're “Big Enough”

There is no magical follower number where someone suddenly decides you're allowed to pitch brands.

Yes, audience size can matter for certain campaigns.

But it is only one part of the picture.

Smaller creators land PR.

Smaller creators land paid campaigns.

Smaller creators become long-term brand partners.

The goal isn't to convince a brand that you're secretly a huge creator.

The goal is to show them why the creator you already are has value.

So instead of asking:

“Do I have enough followers yet?”

Start asking:

“Have I made it easy for the right brand to see why they should work with me?”

That is a much more powerful question.

Ready to Make Sure Your Page Is Actually Ready for Brands?

If you're planning to start pitching, or you've been pitching and hearing nothing back, I created Before You Pitch: The Creator Readiness Workbook to help you evaluate your content, positioning, profiles, and overall brand readiness before you hit send.

Because sometimes the pitch isn't the first thing that needs fixing.