There’s a moment — usually sometime in your 40s — when you catch your reflection in the wrong lighting and wonder when, exactly, your eyelids started doing their own thing. Lashes that have lost their sense of direction, and the eyeliner flick you’ve drawn for twenty-five years suddenly collapses into a tiny pleat of skin you swear wasn’t there last Tuesday. Aging around the eyes is subtle at first, then suddenly not subtle at all and you feel lost when it comes to attempting to makeup. 

I’ve long believed that your makeup bag needs to evolve with your face. For instance, my makeup today looks very different to what it did back in my 20s; gone are the strip lashes, coral lipsticks and black liquid eyeliners have all been replaced for something more lowkey and natural and powders have been replaced by creams. Yet some things genuinely are good enough to stick with for the long haul.

eye makeup over 40s

When it comes to make-up in general, I've always have good skin, as I do religiously take care of it, so base products have never been an issue for me over the changing years as I know what bases work well for my skin, often always lightweight and dewy, but eyes for example such as lashes, liner, the way I define my eyes has suddenly felt different over the past few years. It's not about vanity; it's about holding onto a tiny, familiar anchor of who I am, and I am sure I am not alone. 

Eyes tend to be the trickiest part of makeup for most of us, and they’re often the first place where age makes itself known. Lashes, much like the hair on our heads, change in texture over time—mine became softer, lighter, and a little sparser. It was around then that I started using Sweed Beauty’s Eyelash Growth Serum, and I’ve used it religiously ever since, largely because it simply works. But it wasn’t just about lashes. I also realised I needed to simplify everything else. The makeup I could happily pile on in my younger years no longer flattered in quite the same way; in fact, the more I applied, the older and heavier it made me look. Scaling back turned out to be the most effective tweak of all. That’s why I wanted to share a few of the changes I’ve made over the years—small adjustments that still feel like me, just softer, smarter, and far more flattering.

sweed eye patches

sweed eye patches 

Eye Prep 

Good skin prep is everything—it’s the foundation of any makeup routine, and that includes the eyes. I’ve become slightly addicted to eye patches as part of my prep, particularly when my under-eyes need a bit of brightening (and because they feel so good). I don’t use them every day, only when it’s really needed, but Sweed’s Peptide Lift Firm Eye Patches have quickly earned a regular spot. They hydrate, refresh and smooth the entire eye area, helping with puffiness, dark circles and fine lines, and they feel instantly cool and comforting. Best of all, they stay put—no sliding, no constant readjusting, just quiet efficiency.

I’m also a devoted fan of Patchology Eye Patches, particularly because the range is so flexible — I love that you can buy them as singles in those handy little sachets. I think they both leave the under-eye area properly prepped, so concealer glides on rather than clinging to fine lines. It’s a small ritual — ten minutes at most — but it makes me feel pulled together before I’ve even picked up a makeup brush, like giving my eyes a quiet head start on the day. Boots or your local drugstore is also a great place to grab a selection of eye masks as they have so many great ones too  here.

sweed eye patches 

Lash Prep 

I think Eyelash Growth Serums are part of many of our skincare routines now and you know my love for the Sweed Eyelash Growth Serum as I have been using it for some time now, hence why it's always mentioned as it's part of me by this point. This Lash Serum doesn't suddenly give you crazy lashes that are growing in all different directions, but acts like it's given your lashes a talking-to and reminding them of their youth. More importantly, it is prostaglandin-free. This means the formula contains no hormones, which contribute to bad side effects, such as redness, sore eyes, and a depletion of volume around the eye area over time because as we age we want to keep volume not lose it! You can read my full original post here but my results speak for themselves. 

Lashes become stronger, hold a curl better, and stop snapping off when I got too enthusiastic with the lash curler. Which reminds me, make sure you invest in a good quality lash curler, as it makes such a difference. I recommend the queen of lash curlers, Shu Uemura but if you struggle to find it, then go for the one from Sweed.

best brown eyeliners, over 40s

> Swapping Black Eyeliner for Brown Eyeliner

Eyeliner has been another change in my routine. In my 20s, I was devoted to opaque, inky-black flicks, that were always the most stressful part of my make up because let's face it, they never matched. But as my eyes softened, so did my liner. These days I reach for browns — not one flat shade, but a wardrobe of them: cool ash-browns for definition, warm chestnut tones for daytime or a deep espresso when I want gentle impact. 

best brown eyeliners

The favourite ones that I highly recommended are the By Terry Crayon Blackstar Pencils, enriched with ceramides as they are highly pigmented, supersoft, so they glide on with easyJet, are so easy to smudge and blend. They have so many gorgeous shades, Brown Secret (rich brown) and Brown Stellar (bronze) are my personal favourites. Sweed Dusty Brown Kohl Eyeliner is the perfect Cool Matte Brown liner that is the everyday long lasting staple and Victoria Beckham Kajal Liner in Cocoa is everything and a VB personal favourite; in fact, it's the softest yet most pigmented pencil I have ever used so make sure you set it with a little powder shadow or spray and it will last all day. I now see why one sells every 30 seconds! It is bougie and simply superb. When I want a more definition to the lash line or fancy a small wing, I have found the best liquid liner in the most perfect dark brown shade; its the Too Faced Better than Sex Liquid Liner in Chocolate as it makes using liquid simple and the shade is utter perfection. If you hate liquid liner, trust me, you won't hate this one –– and it's age friendly. 

brown eyeliner swatches

Yet despite all the changes, one thing that has never left my make-up bag: is a brightening pencil in the waterline. I’ve worn one for years, my Optician will tell you, having known me since my school days and always telling me off for wearing it in the water line because I have a contact lens wearer .... so, of course, I ignored him. It’s still the quickest, most natural way to look awake and polished. I have used many brands over the years but the one I use religiously is the Sweed Bright Kohl Pencil as it's the perfect shade of nude, being not too white yet, not too dark, flattering on all skin tones and lasts all day without any irritation, especially as I am a contact lens wearer. If you are feeling more adventurous,  a warm matte burgundy or metallic golden brown can look stunning the lash line or even waterline just to change things up.

sweed eyeliner swatches 

eye makeup, over 40s

Eyeshadow 

Eyeshadow has shifted for me too — quite dramatically, in fact. I used to wear much more complex, multi-shade looks from a palette that required many brushes and time. These days, my lids prefer simple. I now opt for cream formulas that go on in a single swipe that don’t cling to texture. Then I will just use a neutral shadow that can be a one and done! I love warm natural tones as my everyday comfort zone: soft bronzes, warm pinks, muted coppers, gentle taupes that add some natural definition. A good trick is using your bronzing power as eyeshadow in the crease as it adds the perfect shadow that ties everything together and my current favourite powder bronzer that I find myself using all of the time is this one from By Terry Tea to Tan Powder (shade 2) as its super fine and blends perfectly. 

eyemakeup, over 40s

best liquid eyeshadows, gen see, armani eye tint

A product that deserves more airtime and I can't recommend enough is the Gen See Liquid eyeshadows as they make great bases for powder eyeshadow or just wear them alone. The shade Linen is the perfect shade to just tone down any redness for a very natural look and one I use daily, or maybe opt for a metallic shade if you want to add some shimmer. 

Yet the Armani Eye Tint Liquid Eyeshadows are the best example of a one and done look and shade 22M is the most perfect matte shade of neutral brown that suits everyone and is my personal everyday staple. You simply use the applicator wand to swipe over the eye, and then blend with your fingers or a brush. Done. It’s the kind of makeup that looks effortless even when you’ve put precisely twelve seconds into it. It is a little spendy for one eyeshadow, but the tube lasts a good while and when you see how good they are, be warned, you will want more shades.

Gen see, Armani eye tint eyeshadow swatches

armani eye tints

There is an array of matte, metallic and shimmer shades and 22M works really well with shade 30 if you want to add in some definition and shade 44 also if you like to add a touch of a rosy gold shimmer.

 
armani eye tint swatches 

Mascara

I love to try out new mascaras of course and experiment but I have my holy grails that I stick with all year round and go between are the By Terry Lash Expert Mascara which you may know I have used for years, and the queen of mascara, Sweed’s Lash Lift Mascara — the one I recommend so often purely because it really is that good. Both are very good at adding volume and length to the lashes. If you struggle with your mascara transferring, Lash Lift is one of the very few that refuses to migrate. We are also very lucky to have so many great mascara choices now in the drugstores like Boots too as they have a wide range of shades and brands to try out should you fancy a change. 

Little Tips & Tricks ... 

I tend to switch between black and dark brown mascara depending on the day and the look I’m after. One trick I rely on is using black mascara on the upper lashes and dark brown on the lower. You get the same definition, but in a much softer, more flattering way. It subtly opens up the eyes without that heavy, overdone feel—and once you try it, it’s surprisingly hard to go back.

Another small but very useful tip is for anyone who finds their mascara constantly transferring onto their eyelids. Often, the culprit isn’t the mascara at all, but what’s sitting underneath it. If your eye cream is too rich or emollient for the concealer you’re using, the two can end up working against each other, creating slip. That excess movement allows mascara to migrate and imprint as the day goes on. Switching to a lighter eye cream—or allowing it to fully absorb before applying concealer—can make a surprising difference and help keep everything where it belongs. 

Mascara recommended, sweed, byterry 

Eyes; What I’ve changed — and What I haven’t

Changed:

  • I use softer, smudgier liners instead of sharp liquid flicks that fight with creases.
  • Swap Black for Dark Browns in liners/mascara as it's softer and less harsh yet still defines and makes impact. 
  • I favour creamy shadows that move with my eyelids, not against them.
  • I curl my lashes more often, because lifted lashes = lifted eyes.
  • Use an under eye concealer that is very hydrating and not too heavy. The trick is always never to apply too much and make sure the eye cream you are using underneath is not too heavy for the concealer as they will fight against each other. 

Haven’t changed:

  • A commitment to products that enhance rather than mask.
  • A nude liner in the waterline, the best eye brightening trick off all and one that makes me feel like me.
  • My belief that good lashes do half the heavy lifting of your whole makeup look.
  • Keeping Sweed’s Lash serum in my routine because they let me hold onto the best bits of my eye makeup routine, even as other habits shift.

 
eye makeup over 4


My eyes may have changed, but with a few smart tweaks and brilliant lash products, they still feel like me. Hope this helps in some way!

Kelly xx