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PrimeLash Growth Serum
$32.80 $41
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OVER A MILLION VIEWS:

HERE IS WHAT YOU LOVED (& READ) IN 2022.

OVER A MILLION VIEWS:

HERE IS WHAT YOU LOVED (& READ) IN 2022.

Fail-Proof Lipstick Colors for Women Over 60

Fail-Proof Lipstick Colors for Women Over 60

Once upon a time you could depend on your favorite lipstick shade.


Remember that?


One swipe and you painted the town (and your pout) red. Those were the days…


But there's no reason why you can’t add a splash of color & oomph to your mature mouth.


The thing is - rules of lipstick wearing change once you hit 50.


And no one gave you the updated memo.


We’ve done just that. A complete guide to understand why your trusty lip shades look off, and how to pick new best performing colors.


Covering:


💄 Lip anatomy - after 50.

💄 Best lipstick shades for mature blondes

💄 General lipstick tips

💄 How to pull off red


Explore the Guide >>

Best Discounts of 2022

Once upon a time you could depend on your favorite lipstick shade.


Remember that?


One swipe and you painted the town (and your pout) red. Those were the days…


But there's no reason why you can’t add a splash of color & oomph to your mature mouth.


The thing is - rules of lipstick wearing change once you hit 50.


And no one gave you the updated memo.


We’ve done just that. A complete guide to understand why your trusty lip shades look off, and how to pick new best performing colors.


Covering:


  • Lip anatomy - after 50.

  • Best lipstick shades for mature blondes

  • General lipstick tips

  • How to pull off red


Explore the Guide >>

Best Discounts of 2022

Eyeliner Over 50 Can be a Challenge. Step-by-Step Video Tutorial.

Eyeliner Over 50 Can be a Challenge. Step-by-Step Video Tutorial.

There are a few reasons why eyeliners go from being your beloved to the bane of your eye make-up routine.


👉 The color is dark and intense.

👉 Your eyelids droop with age … yet your liner technique doesn’t adapt.

👉 You aim for the thick, swooping lines of your 20s. Once you hit that 5-0 milestone, use your liner to give natural definition to your graceful, wise eyes.


A picture is worth a thousand words. And Lisa’s video speaks volumes.


Here is our beloved Prime queen with a short, 5-minute video tutorial where she walks you through her way of applying eyeliner.


Combat the dreaded liner droop.


Achieve a fine finish.


And so much more….

There are a few reasons why eyeliners go from being your beloved to the bane of your eye make-up routine.


  • The color is dark and intense.

  • Your eyelids droop with age … yet your liner technique doesn’t adapt.

  • You aim for the thick, swooping lines of your 20s. Once you hit that 5-0 milestone, use your liner to give natural definition to your graceful, wise eyes.


A picture is worth a thousand words. And Lisa’s video speaks volumes.


Here is our beloved Prime queen with a short, 5-minute video tutorial where she walks you through her way of applying eyeliner.


Combat the dreaded liner droop.


Achieve a fine finish.


And so much more….


Watch the Video >>

Hoodwinking Hooded Eyes: No-Surgery Manual

Hoodwinking Hooded Eyes: No-Surgery Manual

They can be a real curse and struggle - Hooded eyes.


Who wants to spend good time on a dazzling eye look, only to have extra skin mar and hide it?


Unfortunately the years weigh heavy on downturned eyes.


Making you look eternally tired and sleepy.


So many mature queens rush into eyelid surgery.


Don’t do that. Not worth the risk.


We’ve assembled some natural & low effort tips to help you banish the hood… for good.

💧 We talk about hydration and nutrition -- Yep, important.

🖌️ Color magic to downplay the downturn.

👁️ Quick fix to open up your eyes and take attention away from the extra skin.


Plus, so much more….


Read the Blog >>

Best Discounts of 2022
Simplify Your Make-Up Routine

They can be a real curse and struggle - Hooded eyes.


Who wants to spend good time on a dazzling eye look, only to have extra skin mar and hide it?


Unfortunately the years weigh heavy on downturned eyes.


Making you look eternally tired and sleepy.


So many mature queens rush into eyelid surgery.


Don’t do that. Not worth the risk.


We’ve assembled some natural & low effort tips to help you banish the hood… for good.


  • We talk about hydration and nutrition -- Yep, important.

  • Color magic to downplay the downturn.

  • Quick fix to open up your eyes and take attention away from the extra skin.


Plus, so much more….


Read the Blog >>

Best-Sellers of 2022: Adding Sparkle to Your Golden Years

Best-Sellers of 2022: Adding Sparkle to Your Golden Years

PrimeLash

Mascara

The world’s most loved healing mascara for women over 50. 10x lash length & thickness. Three 50-friendly colors.


Shop Now

PrimeSkin

Beauty Water

Hot new launch. Prime’s maiden skincare product. Deeply nourishing make-up remover. Zero tugging and pulling.


Shop Now

PrimeBrow

Complete

Unique in its 3-in-1 action, this is what mature women use to grow lush, vibrant, natural brows -- at any age.


Shop Now

PrimeWand

Pigment

Full face of dewy make-up. In one sleek stick. Lipstick, bronzer, blush, tint … skin adoring formula and universally flattering shade.

Shop Now

PrimeLash

Mascara

The world’s most loved healing mascara for women over 50. 10x lash length & thickness. Three 50-friendly colors.


Shop Now

PrimeSkin

Beauty Water

Hot new launch. Prime’s maiden skincare product. Deeply nourishing make-up remover. Zero tugging and pulling.


Shop Now

PrimeBrow

Complete

Unique in its 3-in-1 action, this is what mature women use to grow lush, vibrant, natural brows -- at any age.



Shop Now

PrimeWand

Pigment

Full face of dewy make-up. In one sleek stick. Lipstick, bronzer, blush, tint … skin adoring formula and universally flattering shade.


Shop Now

PrimeLash

Mascara

The world’s most loved healing mascara for women over 50. 10x lash length & thickness. Three 50-friendly colors.


Shop Now

PrimeSkin

Beauty Water

Hot new launch. Prime’s maiden skincare product. Deeply nourishing make-up remover. Zero tugging and pulling.


Shop Now

PrimeBrow

Complete

Unique in its 3-in-1 action, this is what mature women use to grow lush, vibrant, natural brows -- at any age.



Shop Now

PrimeWand

Pigment

Full face of dewy make-up. In one sleek stick. Lipstick, bronzer, blush, tint … skin adoring formula and universally flattering shade.

Shop Now

PS: Want to be in on all the smoking hot launches, insider secret make-up tips, and competitive advantages to look unlike any other women over 50?


Make sure Prime’s emails are in your “Primary” tab and Prime Prometics is added to your address book (especially on Gmail).

PS: Want to be in on all the smoking hot launches, insider secret make-up tips, and competitive advantages to look unlike any other women over 50?


Make sure Prime’s emails are in your “Primary” tab and Prime Prometics is added to your address book (especially on Gmail).

How Your Purchase Helps Us Give Back

FIGHT CANCER


Equipping charities that help breast cancer survivors live with dignity.


SALUTE WOMEN ON FRONTLINES

Expanding our drive to support women on the medical frontline.

STOP MISINFORMATION


Investing in bodies that print accurate information to educate mature women.

COMMISSION RESEARCH


Choosing the best talent in R&D to design cosmetics that use science to heal.

  • Choosing a selection results in a full page refresh.