Quick answer: Makeup after 70 looks best when it is light, hydrating, and worn with confidence. In this full tutorial I work with Barbara, who is 76, to calm under-eye puffiness, conceal stubborn dark circles, and build a soft matte eye. Then I show two lip options: an everyday natural gloss and a bold red for evening.
Key takeaways
- Prep matters most: de-puff, hydrate, and prime before any color goes on.
- A customizable concealer lets you match your under-eyes on any given morning.
- Eye primer keeps matte shadow true-to-color and crease-free all day.
- A neutral, matte three-shade palette is the most forgiving choice for mature lids.
- You are never too old for a red lip; it brightens the whole face and adds confidence.
Hey ladies, welcome back. So many of you asked me to feature more women in their 70s, so I brought in Barbara, who is 76 and honestly the perfect model for this natural-to-bold look. She had a couple of real concerns, especially those stubborn dark circles, so we tackled them head-on and built a full face you can absolutely recreate at home.
How do you handle dark circles and puffiness over 70?
Barbara told me her biggest frustration is dark circles and puffiness she just cannot keep covered all day. So we started with prep. I gave her one of our relaunched ice rollers to keep in the freezer and use each morning; it wakes up the face and helps de-puff. I also tested a third-party product called Plexaderm on her under-eyes for the very first time. After about ten minutes the puffiness looked noticeably reduced and that hard edge softened, though a little discoloration stayed behind. Plexaderm is not our product, so patch-test and see what works for you.
Once the skin was calm, I primed her face with the Canvas primer, a clean-beauty formula with SPF 30 that adds moisture and a soft glow in one easy step. For the under-eyes I used the Warm Front concealer wheel, which gives you three shades to custom-mix for whatever your skin needs that morning. I blended from the inner corner of the eye down to the nose and back up to lift those blue-toned shadows, then used a small brush to clean up any redness around the nose.
What are the makeup steps for a natural over-70 look?
Here is the order I followed on Barbara, start to finish:
- De-puff and prep the under-eyes (ice roller in the morning; I tested Plexaderm here).
- Neutralize the lids with the eye and lip primer so shadow reads true and does not crease.
- Apply a matte neutral eyeshadow: our new Strong Brew palette from the empowerment collection. Middle coffee shade all over the lid, the bone shade to highlight the brow bone, and the darkest shade in a soft outer V, then blend.
- Line the eyes with the waterproof dark chocolate creamy eyeliner right against the lash line, plus a thin line underneath to balance. Smudge with a dense brush if you want it softer.
- Prime the face (Canvas SPF 30), conceal (Warm Front), and add a little creamy mascara.
- Warm up the skin with a serum foundation for a natural, see-through finish.
- Add blush with the Ageless blush palette on the apples of the cheeks, swept up and out.
- Define and color the lips (natural first, then bold; see below).
- Brighten and finish (Eye Brightener and a nude waterline; optional contour).
Dark chocolate liner is my everyday pick because it is softer on the eye than a stark black, and being waterproof it lasts all day without transferring. A tip: run it just along the waterline below the lashes so no bare skin shows, and it instantly reads like thicker, fuller lashes.
Should women over 70 wear a bold lip?
Yes, and I will keep saying it. We started natural with the Organza waterproof lip liner to give the lips structure, followed by our Worth It gloss for an easy everyday shade. Then we spiced it up for evening: the Brick waterproof lip liner from the same waterproof lip liner range, our Secret Weapon matte red, and a dab of Fire-Engine gloss in the center for a little shine. For a true evening finish I added a few individual false lashes (the drugstore kind, with lash glue) for a soft lift.
To brighten the last bit of darkness around the nose, I used the Eye Brightener, a peachy tone that counteracts blue shadows, and lined the inner waterline with a nude pencil to make the eyes look bigger and more awake. If you like a little contour, a matte universal bronzer from our Classic Beach collection along the top of the ear toward the jaw is a nice optional step.
The bottom line
Barbara said she felt like she had lost ten years and, most of all, that she felt alive. That is the whole point: makeup is a confidence tool at any age. Keep it light, cover what bothers you, and do not be afraid of color. Ready to recreate this look? Explore our face, eyes, and lips collections to find your everyday-to-bold essentials.
Frequently Asked Questions
What is the best makeup routine for women over 70?
Keep it light and hydrating. Start by de-puffing and priming, conceal dark circles with a customizable concealer, then add a matte neutral eyeshadow, soft eyeliner, a serum foundation, cream or powder blush, and a defined lip. Less is more, so let your natural skin show through for a fresh, put-together look.
How do you cover dark circles and under-eye puffiness on mature skin?
First calm puffiness with a de-puffing step like an ice roller or a targeted product, then prime the skin so concealer glides on. Nikol uses a customizable concealer wheel, blending from the inner corner down to the nose and back up to lighten the blue-toned shadows. Keep the layer thin and set gently.
Should women over 70 wear a red lip?
Absolutely. Nikol encourages women to embrace color instead of shying away from it as they age. A bold red lip instantly brightens the face and adds confidence. If red feels new, practice at home first so it starts to feel natural. Pair it with a matching lip liner to keep the color crisp.
Why is eye primer important for mature eyelids?
Eye primer neutralizes the lid so eyeshadow shows its true color, stays put all day, and does not crease into fine lines. On mature or uneven eyelids this step makes a real difference. Nikol has used the eye and lip primer for nearly ten years and considers it essential before any eyeshadow.
What eyeshadow works best for women in their 70s?
A matte, neutral palette is the most flattering and forgiving choice. In this tutorial Nikol uses three coffee-toned matte shades: a mid tone all over the lid, a bone shade to highlight the brow bone, and the darkest shade in a soft outer V for subtle depth, all blended for an easy everyday look.
Does Plexaderm reduce under-eye puffiness?
In this video Nikol tested Plexaderm on Barbara for the first time. After about ten minutes the puffiness looked visibly reduced and the hard edge under the eye softened, though a little discoloration remained. Results were promising for puffiness. Plexaderm is a third-party product, so patch-test first and see what works for you.
