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What You Should Know About Beauty in Your 40s

What You Should Know About Beauty in Your 40s

Hello to the 40 and fabulous crowd! You're all so lovely and I'm glad you're here, but I must tell you that you are the decade that cracks me up most with all of your "WTF!" regarding your beauty routine. (Equally funny, those 50+ take more of a "why not!" approach to the aging-beauty relationship.)

Humour is sometimes the best elixir for these changes. Truth is, your body and hormones are shifting and changing. It's time to leave behind the comfortable cocoon of your 30s routine, make some adjustments, and embrace that it's okay to be acquainted with self care. We've said it before and we'll say it again: Self care isn't selfish!

See also:
What You Should Know About Beauty in Your 20s
What You Should Know About Beauty in Your 30s
What You Should Know About Beauty in Your 50s
What You Should Know About Beauty in Your 60s and Beyond


They say things come in threes, one of the best being the Supermodel Trinity of Linda Evangelista, Christy Turlington, and Naomi Campbell (you're in your 40s, you know exactly what I'm talking about!). Same thing applies to your skin. If you want what's best for your skin, keep this power trio in mind: retinol, Vitamin C, and SPF. We dove pretty deep on the retinol and Vitamin C topic in a previous post and I definitely recommend you check out that section to get the details. However, unless you are super sensitive, I recommend that you go straight for the retinol serums over the bakuchiol-based ones.

Sometimes I'm asked why a serum is so important for the skin, especially when working with clients that have maintained a very simplified routine up to that point. Here's what you need to know as quoted from an earlier post on this very topic:

"True serums are like power shots for the skin. They generally have a higher concentration of actives designed to target specific skin conditions and concerns. The ABC's of skin care are cleanser, toner, and moisturizer. Those three products serve as your basic foundation to healthy skin. Those products are still selected based upon your skin type and needs, but they are not as targeting and specialized in action as a serum. 

Serums behave like boosters for moisturizers and can impart a large dose of skin-quenching hyaluronic acid, cell-renewing lactic and glycolic acid, or a megadose of Vitamin C to brighten and even skin tone. A moisturizer locks in moisture, but a serum helps fight your skin care battles." 

Eye Cream

The skin around our eyes is much thinner than the skin on the rest of our face. It also doesn't have the same amount of under-cushioning - muscle and fat tissues - as the rest of our face. When taking into consideration factors such as chronological aging, genetics, hormones, sun damage, and even facial expression, it's easy to understand why this area of our face is one of the first to show changes.

Eye creams are essential for supporting healthy aging of the delicate skin around the eye area. Using products that are not specifically formulated for the eye area may mean that you are using products that are too active, harsh, or exfoliating, or even too light or far too rich. This can lead to dryness, swelling, irritation, or pore clogging.

There are plenty of eye creams available at ShopEco. Here are some to get you started. Two personal favourites are Fitglow Beauty Eye C Firm and the Schaf Skincare Age Repair Cream that doubles as a face and eye cream.

Setting Powder

You may have noticed that your makeup has begun migrating from your point of application to the nearest fine line. Unless you're overapplying or using the wrong product for your skin type, it's likely just another change that you can easily adjust for. This is where setting powder is going to transition from an afterthought product sometimes used at the end of your routine to your secret weapon and first line of defence.

Setting powders can be used all over the face to help keep foundation, concealer, eyeshadow, and eyeliner from shifting into creases. After applying your complexion products, dust your target spots with setting powder (under eye area, eye lids, forehead lines, or even upper lip lines to prevent lipstick feathering). If you need further setting power, especially if you have oily skin or heavier eyelids, you can swipe another layer once you complete your makeup routine.

I like to press setting powder into the under eye area over "fluffing" it on. Sometimes I use Sappho's eye shadow brush to apply setting powder under my eyes, sometimes I use their concealer brush. Both work well, it's just a matter of preference with the shadow brush being fluffier and nice for diffusion on other areas of the face and the concealer brush being slimmer and narrower which can help with precision. Either is fabulously priced!

If you have all the tools and want a translucent setting powder, try Sappho's Silky Setting Powder by B.C. native and Emmy-nominated makeup artist JoAnn Fowler. If you like a one and done solution, then Fitglow's Vita Set + Perfect is for you. It comes loaded with a built in brush and is refillable, saving both the Earth and your pocketbook!


As your skin changes you may find that your complexion tends to look a bit duller, drier, or may appear uneven with different colourations such as hyperpigmentation spots or redness. You may even find that foundation has begun to sit a bit "patchy" (beyond the need to exfoliate). A great way to solve these concerns is to apply a priming product before beginning your makeup application. These products are very lightweight and won't leave you feeling bogged down under heavy layers.

The cult favourite of ShopEco customers is Graydon Skincare's Face Glow Tinted Moisturizer and Primer. This product will bring a beautiful warmth and glow to the skin and smells divine with its plant-based ingredients.

If you have a lot of redness in your skin, are sensitive, or are acne-prone, then Fitglow Beauty's Redness Rescue Cream is for you! This multitasking product will support your skin while reducing the appearance of skin inflammation.

Moisture Boost

As perimenopause or menopause begins, your estrogen levels will begin to drop. With these dips in estrogen, you'll notice that your skin and hair will become drier. Make sure that you are locking in moisture daily with rich body moisturizers, such as Faerhaven's Whipped Body Butter and that you adjust your facial skin care accordingly.

You may need to increase the water end of things, and luckily most of our facial serums have hyaluronic acid, a water-binding agent, in their formulations. To be specific, this serum and this serum will give you a mega surge of hydration. If it's oil your skin craves, this serum from Fitglow Beauty is to die for with its collagen supportive ingredients.

Mix It Up!

Finally, mix it up! Don't forget to have fun with your makeup and do try that new colour you've been eyeing. It was once the ill-gotten philosophy that once a woman in Hollywood turned 30 she was a fading star. Many 40-somethings seem to have designated this same line of thinking regarding their 40s. Please stop! You are fabulous and deserve to treat yourself as such. Treat yourself to that new lip colour. Try the new graphic eyeliner trend. Get the fun nail polish colour. Teens and 20-somethings may think they are the trendsetters, but you are the ones with the buying power that are shaping what many of us are trying. Give yourself some credit and treat yourself!

This is a snapshot of what you should know about beauty in your 40s. If you have questions and want to chat about this topic, leave a comment below.

Need some personalized advice? Book your virtual consult with me this week.


Melissa Menard is a certified aesthetician with over a decade of experience in the beauty industry. She enjoys all things French lifestyle, flowers, and a good lipstick (despite the mask mandate).


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