I’m a Beauty Editor With 15 Years of Experience—These Are My 10 Best Makeup Tips for Anyone in Their 30s

Despite many years of applying greasepaint backstage for school musicals, I am not a professional makeup artist. I am, however, a beauty editor who’s been in the biz for about 15 years, which means it’s been part of my job for a decade and a half to test out as many new foundations, blushes, eye shadows, liners, concealers, mascaras, and brow products as possible. With all that exposure (plus professional access to some of the best actual makeup artists in the world), I have pretty much locked down the application techniques and product formulas that work the best for me.

“Me” is also a 36-year-old woman whose skin doesn’t feel and face doesn’t look exactly like it used to. I don’t believe that there’s an age limit on experimenting with makeup looks, but I do believe it can get a little harder to apply the products you love as you hit your third decade. If you’re also feeling like things aren’t sitting quite right anymore, these are the makeup tips that have helped me fall back in love with putting on a full (for me) face.

My best makeup tips for people in their 30s

1. Moisturize (ideally with SPF)

Some of my current favorite facial SPFs.

My skin has always leaned dry, but it’s approaching desert-levels these days. Even the highest-quality makeup in the world is going to look cakey and lackluster if you don’t start with a well-hydrated base. Yes, you could use a primer to get things prepped (and I’ll do this if I’m getting ready to go out in the evening), but I find using a hydrating sunscreen five to 10 minutes before I start applying makeup works just as well.

2. Use the sheerest base you can find

Before (L) and after applying my base makeup.

Foundation coverage is a personal preference, but I’ve found myself reaching for lighter and lighter coverage the older I get. Most days, I don’t apply any base at all, though I’ve been blessed with both fairly cooperative skin and a work-from-home career that means I’d need to make a serious effort to see another human on your average weekday.

Two favorite sheer base products.

When I do want to do a full face, my favorite base product isn’t foundation, but rather a glowy primer or CC cream that has just a whisper of color to help even out any redness while remaining practically undetectable. This keeps my skin looking like my skin (I like when my freckles come through, even if they are evidence of sun damage from my youth) and nothing settles into any fine lines throughout the day. I like to apply these lightweight skin tints with a brush, which I find blends them better than my fingers or a sponge.

3. Get good brushes and learn to prime them

Mid-concealer prime.

I’m a dedicated scholar at the school of Katie Jane Hughes, and the most valuable lesson she’s ever taught me was to prime my brushes. The technique basically boils down to putting concealer (or foundation or blush or whatever creamy base makeup you’re applying) on the back of your hand, dabbing your brush into the swatch so it gets packed with product, and gently sweeping the brush wherever you want to apply the product. To me, this seems like a magic trick: By priming the brush, you’re able to apply a very light layer of product (which you can build up into full coverage) that doesn’t settle into fine lines or get cakey nearly as quickly as I’ve found that liquid formulas can with other application techniques.

You don’t need to drop hundreds on brush sets, but investing in some quality versions of the brush style you use most (for me, that’s concealer and blush brushes) helps immensely with application too.

4. Start with cream blush, then add powder

My current go-to blush combo.

My face much prefers cream formulas to powder (see: slouching toward desert-level dryness) but everyone knows a cream blush is not going to stick around all day. When I do need a longer-lasting flush, I’ll apply a cream formula first, then layer a powder blush in a similar color on top. I find this sets the color even better than using a translucent powder or setting spray.

5. Try some smudgy liner

I used to be a winged liner fanatic, but as my face has shifted ever so slightly downward, I find myself struggling to get those wings looking the way I want them to. While I’ll still attempt a cat eye when I have extra time, I’ve mostly embraced the smudged brown liner look for just about every occasion.

Bravely wearing liner and no mascara.

The trick, I think, is finding a super creamy liner with just a little bit of shimmer—that sparkle only adds to the perfectly imperfect effect. I apply it to my upper lashline, then, before it has time to set, I use my finger to swipe the outer edge slightly outward and either my finger or a small brush to smudge it a little. This look is also a nice gateway to embracing the no-mascara trend, since it still involves emphasizing your eyes. (Though I, a Millennial to my core, usually still add mascara on top.)

6. Find creamy powder eye shadows

A whole new look, with glitter eye shadow.

I’m not a huge eye shadow person, but occasionally I’ll wear a wash of something sparkly. I have the best luck with super fine glitter formulas that go on as a sheer wash of shimmer, rather than a highly pigmented shade. These catch the light in a way I find so pretty, but any creasing that happens throughout the day is, I think, less noticeable than when I opt for something matte.

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Some of my current favorite eye shadows.

7. Go for a low-maintenance lip

I used to be down for a lipstick touch-up every hour, but now I really, really hate thinking about my makeup after I’ve left the house. Also, most of my social activities revolve around food and I simply don’t have the mental fortitude to navigate eating a burger with red lipstick. I actually love the medium rose color of my natural lips, so I typically reach for shades that match it quite closely, meaning it won’t be so obvious when the product starts to wear off.

Two low maintenance lip options.

If I am going to add some color, I like a long-lasting cream formula that creates a blurred effect. Again, this goes back to laziness: I find these fade in a way that looks nice at least until they’re 30 percent gone—at which point I’ll usually find the nearest restroom, scrub the rest off, and just apply some clear lip balm or gloss for the rest of the night.

Three of my current lip go-tos.

8. Believe the setting spray hype

I truly thought that setting spray was a scam until like…five years ago. Turns out, I think I just wasn’t applying enough of it. I can’t remember who I learned this from, but I recall a makeup artist saying you need to spray on enough to make your face feel wet (don’t worry, it should dry down in less than a minute) for it to work. Once I started following that advice, my makeup started to stick around for hours and hours and hours.

Setting sprays I swear by.

9. But don’t overdo it on powder

On the flip side, I’ve pretty much given up on setting powder. I know it’s great for lots of people, but it just doesn’t help with the natural, glowy look I prefer. If I am going to use powder, I never use it to set my under-eyes: For me, even if I only apply the slightest touch, it creases almost instantly in that area, and I’d much rather have my natural dark circles make an appearance (they’re chic now, I hear).

10. Find people your age to follow

This is, perhaps, my biggest beauty tip. If your Instagram makeup inspo saved folder is filled with people in their 20s (or younger!!!) you are always going to be disappointed when you try to recreate their look. Reneé Rapp is, conceptually, my beauty inspiration: We’re both blondes with similar skin tones and I think her slightly messy makeup is hot as hell. But she is also 10 years younger than me! My skin does not act the way her skin acts, and trying to follow her exact techniques is just going to end in frustration. Instead, I like to look at her makeup, then head over to the pages of artists who are much closer to my age, like Hughes or Sara Wren, to see if they’ve posted a tutorial for something similar.

Extra Steps and Products Worth Considering

Tubing mascara

I think mascara is deeply personal, so I’d never recommend just one kind. But I will say that as my life gets busier as I get older, having tubing mascara that’s easy to remove is a real treat. The only downside is that it comes right off when I cry, so I have to opt for something sturdier when I anticipate a day full of emotions.

Tinted brow gel

My brows are naturally blonde, so I do find they need a little something. I went a little overboard with pencil in the 2010s, so now I prefer a tinted gel, which holds them in place and adds just a touch of color that still looks natural.

Face gems

If you’re feeling like smoky eyes just don’t sit like they used to, I highly recommend getting some face gems for special occasions. You don’t need to go to Coachella level (though, by all means, do you), but they’re an easy way to add a touch of sparkle.

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Kara McGrath is a writer and editor with over 17 years of experience covering the beauty space. She is constantly testing and reviewing new makeup products and meeting with pros to learn about the latest techniques and trends.

Kara McGrath

Kara McGrath is a writer and editor with over 17 years of experience covering the beauty industry, women’s health, and a wide range of other lifestyle and wellness topics. After most recently serving as content director at Allure (2019-2025) and executive editor at Bustle (2014-2019), she is now fully freelance. In addition to Cosmo, her writing has appeared in Allure, The New York Times, Marie Claire, Business of Fashion, Playboy, NH Magazine, and more. Kara lives in New Hampshire with her dog, four cats, and a rotating cast of foster animals. You can find more of her work at karamcgrath.com.