Winning over women aged 40-plus
Beauty trends come and go, but every so often a product launches that feels destined to become a permanent fixture rather than a passing fad.
For women over 40, that matters more than ever. We’re no longer buying into products simply because they’re trending on TikTok. We want performance, practicality and formulas that work with our skin rather than against it.
This season, several beauty launches have all the makings of future icons. One of the most talked-about launches of the year has been KASH Beauty’s Lip Lock Lip Stains (€20), which recently returned after a two-month sell-out. While social media may have fuelled the hype, the appeal extends far beyond Gen Z.
As we get older, lipstick can become trickier to wear. Traditional formulas can feather into fine lines, require constant touch-ups and disappear after the first cup of coffee. Lip stains offer a more modern solution, providing long-lasting colour without the heaviness of traditional lipstick.
Kash’s Lip Lock formula delivers rich pigment that sets quickly and stays put throughout the day while hydrating ingredients help keep lips comfortable and smooth. Shades such as Off Record, a sophisticated peachy nude, and Hard Launch, a flattering mauve, feel particularly wearable for women who want polished colour without looking overdone.
Another beauty brand making waves is Kiko Milano, which has unveiled its latest global campaign starring none other than Madonna. At 67, Madonna remains one of the most influential figures in beauty and fashion, making her a refreshingly age-inclusive choice in an industry often obsessed with youth.
The campaign showcases several of Kiko’s hero products, including its Unlimited Double Touch Lipstick, 3D Hydra Lip Gloss and Maxi Mod Mascara. What makes these products particularly appealing is that they deliver luxury-level performance without luxury-level pricing.
One product poised to become a future classic is the new Laura Mercier Secret Brightening Colour Correcting Under Eye Powder €36. Available in shades including Translucent, Soft Pink, Peach, Golden and Rich Peach, it has been specifically designed to address one of the most common concerns among women over 40 – dark circles and tired-looking eyes. Using light-reflecting pearls alongside carefully balanced colour-correcting pigments, it brightens and neutralises darkness while helping concealer stay fresh throughout the day.
The result is a brighter, smoother and more rested appearance that looks effortless rather than overdone.
Laura Mercier is also revisiting another complexion classic with the launch of the new Secret Camouflage Complexion Perfector (€42), a modern update of the cult-favourite concealer that has long been a backstage and makeup artist staple.
Reimagined in eight shades with three adjustable tones, the waterproof formula delivers full coverage while still looking remarkably skin-like. Designed to disguise everything from redness and pigmentation to blemishes and scarring, it offers up to 16 hours of wear without fading, creasing or transferring.
For women over 40, who often want targeted coverage without the heaviness of traditional concealers, it’s exactly the kind of intelligent complexion product that earns a permanent place in the makeup bag.
That’s why the launches most likely to become future icons are not necessarily the loudest. They are the products that make everyday beauty easier, more flattering and more confidence-boosting.