The #1 Beauty Trend for Women Over 50 in 2025, According to an Emmy-Winning Makeup Artist

It can sometimes be hard to know what’s trending at a given time. And if you’re a woman over 50, it can be especially tough when a lot of media or advice is geared toward younger people. Well, don’t lose hope just yet, because Emmy-award-winning makeup artist Donni Davy spoke with Parade about the best beauty trend for women over 50 in 2025.

Makeup is all about self-expression and you shouldn’t feel pigeon-holed into certain trends just because of your age. But there’s no denying that mature skin sometimes requires specific products to enhance your features (and hide others, if that’s what you’re going for). However, Davy’s number one 2025 beauty trend for women 50+ is actually related to a “less is more” mentality.

Read on for Davy’s expert opinion on makeup methods and beauty tips for this year—including what trend to avoid.

Related: The ‘Completely False’ Beauty Rule a Makeup Artist Is Begging Women Over 50 to Toss Out

The #1 Beauty Trend for Women Over 50, According to a Makeup Artist

Women of all ages are often told that makeup is here to save the day and hide anything you’re insecure about. But Davy, who is also the founder of Half Magic Beauty, shares that women over 50 should embrace a natural look this year.

“Less foundation a la Pamela Anderson,” Davy tells Parade, speaking about the number one beauty trend for women over 50 in 2025.

But Davy also points out that she doesn’t mean older women should forgo doing something else like “a little eye look” altogether. Instead, you can enhance your eyes while keeping the look natural.

So, even though black mascara has been the classic, go-to option for most people for ages, Davy encourages people of all ages to try a new product in 2025 too.

“I think brown mascara is so beautiful and rich for any age, and that more people are jumping on the brown mascara wagon,” she says. “The deeper your skin, the darker brown you should choose so that the mascara is not lighter than your skin (unless you want that more editorial look). The lighter your skin, the lighter brown you should choose because if you choose a dark brown, it will look very similar to black.”

Related: The 9 Best Foundations and Moisturizers for Mature Skin, According to Celebrity Makeup Artists

What Beauty Trend Should You Avoid in 2025?

Now that we know what beauty trend women over 50 should try this year, what should people absolutely stay away from in 2025?

“I’m personally not a fan of the face filler look," Davy tells Parade.

If you’re a woman over 50 and are really itching to turn back time with makeup or cosmetic procedures, Davy says that embracing aging is so in.

“I think if the goal is to look younger, that happens more with the radical embrace of accepting wrinkles and age and having fun with your life, rather than feeling like you need to disguise your age," she explains.

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• Donni Davy, celebrity makeup artist and founder of Half Magic Beauty. She's also the makeup department head on the Max series, Euphoria and she won two Emmys for it. She also describes herself as a creative director, content creator and mother.