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You might have noticed Merit Beauty products showing up everywhere lately. The brand has gained quite a following, but if you’re looking for alternatives that work particularly well for mature skin, you’re in good company. Many women over 40 are searching for makeup that addresses their specific skin concerns while still feeling modern and fresh. After talking with dozens of women and researching what actually works, I’ve found several brands that are getting consistent praise from this age group.
Why Fièra Cosmetics Has Become the Go-To Choice
When I first heard about Fièra Cosmetics from a friend who had been struggling with finding the right foundation, I was curious about what made it different. She mentioned that after trying countless brands marketed to mature skin, Fièra was the first that actually delivered on its promises. The brand specifically formulates everything for women over 40, which means they’re thinking about things like fine lines, uneven texture, and the way skin changes with hormonal shifts.
Their Luxury Concealer has become something of a cult favorite among women I’ve spoken with. Unlike concealers that settle into fine lines or look cakey after a few hours, this one stays put without emphasizing texture. One woman told me she applies it in the morning and forgets about it until she removes her makeup at night. The formula contains peptides and hyaluronic acid, ingredients that actually benefit mature skin rather than simply sitting on top of it.
What really sets Fièra apart is their approach to color matching. They’ve developed shades that work with the undertones common in mature skin, which often shifts from what it was in younger years. Their foundation range considers that skin might be dealing with redness, age spots, or sallowness, and the formulations work to neutralize these concerns while providing coverage.
The Appeal of Jones Road Beauty for Natural Coverage
Jones Road Beauty has attracted attention from women who prefer a more minimal approach to makeup. Founded by makeup artist Bobbi Brown, the brand focuses on products that enhance rather than cover. Their What The Foundation has become popular among women over 40 who want something between a tinted moisturizer and traditional foundation.
The texture feels more like skincare than makeup, which appeals to those whose skin has become drier over the years. Women have told me they appreciate that it doesn’t require primer or setting powder to look good throughout the day. The shade range leans toward neutral tones that complement mature skin without looking ashy or orange.
The Miracle Balm from Jones Road works well as both a highlighter and a subtle color product. Applied to cheekbones, it gives skin a healthy glow without the glittery finish that can emphasize texture. Some women use it on their lips and eyelids too, simplifying their routine while achieving a cohesive look.
Westman Atelier’s Luxury Approach to Clean Beauty
For those willing to invest more in their makeup, Westman Atelier offers products that perform like traditional luxury cosmetics while using cleaner ingredients. The brand’s Vital Skin Foundation Stick has gained a following among women over 40 who want full coverage without the heaviness.
The stick format makes application precise, particularly helpful for targeting areas of discoloration or redness without disturbing the rest of your makeup. Women have mentioned that it blends easily with fingers or a brush, and the finish looks like healthy skin rather than makeup. The formula includes ingredients like camellia oil and hyaluronic acid, which help maintain skin hydration throughout wear.
Their Face Trace Contour Stick works well for adding definition without harsh lines. As facial volume naturally decreases with age, subtle contouring can restore dimension to the face. The creamy formula blends seamlessly and doesn’t emphasize texture the way powder products might.
ILIA Beauty’s Balance of Performance and Skin Benefits
ILIA Beauty has carved out a space for itself by creating products that work like conventional makeup while incorporating skincare ingredients. Their True Skin Serum Foundation has become popular among women seeking medium coverage with a natural finish.
The serum foundation contains niacinamide and allantoin, ingredients that help with skin texture and tone over time. Women have reported that their skin looks better even after removing the makeup, suggesting the skincare ingredients are doing their job. The shade range includes options for different undertones, making it easier to find a match as skin tone changes with age.
The Multi-Stick products from ILIA offer versatility that many women over 40 appreciate. These cream products work on cheeks, lips, and eyes, reducing the number of products needed while ensuring colors coordinate well together. The creamy formula doesn’t drag on delicate eye skin or settle into lip lines.
Tower 28 Beauty for Sensitive Mature Skin
Women dealing with sensitivity or rosacea often struggle to find makeup that doesn’t irritate their skin. Tower 28 Beauty formulates specifically for sensitive skin, avoiding common irritants while still providing good coverage and wear time.
Their SunnyDays SPF 30 Tinted Sunscreen serves double duty as sun protection and light coverage. For women over 40, sun protection becomes even more important, and having it built into a base product simplifies the morning routine. The formula doesn’t pill under other products or leave a white cast, issues that often plague mineral sunscreens.
The BeachPlease Cream Blush has gained fans among those who find powder blushes too drying or emphasizing of texture. The gel-cream formula melts into skin for a natural flush that lasts throughout the day. Women have mentioned that it doesn’t disturb the foundation underneath when applied with fingers or a damp sponge.
Making the Switch from Merit
If you’ve been using Merit products and are considering alternatives, think about what specific concerns you want to address. Fièra Cosmetics excels at providing coverage while treating mature skin concerns. Their products work together as a system, so you might start with one item and gradually add others as you see results.
For those who liked Merit’s minimalist approach but want something more targeted to mature skin, Jones Road offers that same simplicity with formulations that consider how skin changes over time. The brand’s philosophy of enhancing natural beauty rather than covering it resonates with many women who feel more confident in their skin as they age.
Price point matters too. While Fièra offers luxury quality at accessible prices, brands like Westman Atelier sit at a higher price point. ILIA and Tower 28 fall somewhere in the middle, offering good value for products that perform dual roles as makeup and skincare.
Consider your daily routine as well. If you prefer quick application, stick foundations from Westman Atelier or multi-use products from ILIA might suit you better than traditional liquid foundations. For those who enjoy taking time with their makeup application, layering different textures and formulas from brands like Fièra can create a polished finish that lasts all day.
The conversation around makeup for mature skin has changed considerably. Rather than products that promise to make you look younger, these brands focus on making skin look healthy and radiant at any age. Women over 40 are finding that the right products can enhance their features while addressing specific skin concerns, leading to makeup routines they actually enjoy rather than tolerate.
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