Best Drugstore Makeup for Midlife Women

Premium brands have their place, but there is no doubt that drugstore beauty has been killing it in the last few years. The formulas are so good now that with the proliferation of “dupes” on the shelves of your neighborhood Target or CVS there is no reason to spend more for your makeup.

After much trial-and-error, let me introduce you to the drugstore beauty finds that this midlifer wears almost every day. Everything is easy to find either online or at your closest drugstore and all the options are $12 or under.

L’Oréal Infallible Fresh Wear 24HR Foundation in a Powder

Raise your hand if you spent the majority of the 1990s in MAC Studio Fix Powder! (My hand is raised, and I have the vampire complexion pics to prove it.) L’Oréal’s Infallible Powder Foundation is the better, modern, melt-into-your-skin version of Studio Fix for way less money.

The powder is full coverage but has a weightless texture that feels like nothing on your face. It also has a natural matte finish that lasts for 10+ hours. This is all I use in the summer—no liquid foundation or setting powder—because it’s simple and stays on. Everyone has their method for applying, but I just swipe and go. Maybe a little buffing if I’ve overdone it or need more blurring.

This is a TikTok phenomenon for a reason and they have an impressive range of shades. Buy it here for $12.

e.l.f. Cosmetics Power Grip Primer

Before I extol the virtues of this primer let me say that I don’t wear this every day, only when I really want my makeup to stick. The reason is that it is a hydrating formula and sometimes can make me feel too slick—especially if I’m outside for any length of time. But for those LONG days or for an event where you’re wearing a full face of makeup, this is the primer to choose.

The e.l.f Power Grip Primer is gel-based and goes on clear. It’s non-comedogenic so it’s safe for all skin types. The secret to this primer is to tap the product onto your skin and let it sit for 30 seconds. Don’t rub it in or use a brush, just your finders. It will feel tacky to the touch—this is normal and what you want! Put on your concealer or foundation as usual and it will not move! It is hydrating, which is great for those of us with lines, but I usually have to blot after four hours of wear.

The e.l.f Power Grip  Primer is 100% vegan and cruelty-free. Buy it here for $10.

Maybelline’s Instant Age Rewind Eraser Multi-Use Concealer

I doubt this is a surprise since it’s one of the top-selling concealers in the world—and for good reason. This concealer is easy-to-use, nicely pigmented, inexpensive, and stays put. The tube comes with a sponge-tip applicator that dispenses product after twisting the base.

The formula is medium- to full-coverage and doesn’t settle into fine lines and wrinkles like so many others. I use it every day under my eyes to fill in hollows and brighten dark circles. I dot mine on with the applicator then use either a brush or blender sponge to diffuse. It is moisturizing, but after you set it with powder, it’s not going to move. The formula is infused with Haloxyl which is used in a lot of anti-aging treatments.

The Maybelline Instant Age Rewind Eraser is vegan, non-comedogenic, and formulated without mineral oil, parabens, or talc. Buy it here for $9.

Revolution Ultra Cream Bronzer

The Revolution Ultra Cream Bronzer is ultra-creamy, very blendable, and—most importantly—has cool-toned shades so you can look sun kissed not sunburnt. This is a super pigmented formula in a big tub so once you buy it, you won’t be running out any time soon.

While I love this product, there was a bit of a learning curve to figure out the best way for me to use it. First of all, I use it as a contour not a bronzer. Just like JLo taught me, I use it on the outside of my face basically applying in a number 3 fashion. Another tip: I use it on top of my powder to lock it in place. Then I layer my actual bronzer and a tiny bit of blush on the apples of my cheeks to complete the look.

If you haven’t already figured this out in midlife: layering color onto your face is key to not looking like a clown. Dab, swipe, and build light layers—then know when to stop.

Revolution Ultra Cream Bronzer can be found here for $8. I wear the shade Medium.

L’Oréal Telescopic Lift Mascara

I’ve used L’Oréal mascara almost exclusively since I found out that it’s made by the same manufacturer that produces Lancôme. While I still love my L’Oréal Voluminous Mascara, I was hearing a lot of hype about their new Telescopic Lift and decided to give it a try.

Here are the pros: Will noticeably lengthen your lashes. The company claims that the formula provides up to 5MM visible length and I believe it. The mascara requires multiple coats to get the full effect, but this spikes up my lashes for sure. The brush is very interesting, kind of an arched rainbow with a double-hook bristle brush only on one side. It takes a little getting used to, but it does give you a lot of control. Another pro is that this mascara stays on without any fallout. It’s nice to know I won’t have black smeared all over my face if I dare to rub one of my eyes.

The two very small cons are 1) this gives me no volume at all and 2) it’s a pain to get off. If I want the look of full lashes, I either have to layer a volume formula under the Telescopic Lift or attach some individual falsies. To remove it I use a soaked cotton ball and let it sit at the base of my lashes for about 15 seconds.

This is a solid choice for women who want definition without a lot of hassle. Buy L’Oréal Telescopic Mascara here for $12.

NYX Epic Ink Liner

Last, but not least, is what I consider a makeup bag staple—liquid liner. Back in the day I was known for my sharp winged eye and bold overdrawn lip. Turns out this combination starts to age you once you hit midlife, so about a year ago I started experimenting with how to update the look without losing its classic allure.

Here’s the key: instead of drawing your liner on the top of your lashes, place it on your upper waterline underneath your mascara. Some people call this “tightlining” or “invisible liner,” but it works wonders for mature women. Here is a step-by-step explanation for reference. Or see this Dominique Sachse video on Facelift Makeup for tips.

The NYX Professional Makeup Epic Ink Liner is perfect for this technique. It’s a waterproof felt-tip pen that draws on precise, seamless lines. Use the tiny end of the pen for a barely-there edge or press down with the sides for a thick silhouette. The eyeliner itself is a dense liquid that slides on and the brush dispenses evenly. Just be careful when replacing the cap after use. A couple of times I just jammed the lid on and frayed out the tip which made the eyeliner useless.

Buy the NYX Professional Makeup Epic Ink Liner here for $10.

What is your must-have drugstore staple? Let me know in the comments below.

Main image by Annie Spratt at Unsplash.