Do Your Great Deed For the Month. 

Help Us Get to $50,000.

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Shop For A Miracle October Drive: We Are Giving Every Penny To Charity.

You shop healing-first make-up & skincare made for women over 50. We give $50,000 to chemo warriors in need of miracles. It’s a win-win.

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PrimeLash Mascara

PrimeLash Mascara

6000+ 5* reviews. 10x lash length & thickness. In black, brown and navy.

4.8
$28
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PrimeEyes Glide Eyeliner

PrimeEyes Glide Eyeliner

The payoff of liquid liners in the convenience of water resistant pencils! Zero patchiness. Buy Kohl, Wood or Sapphire.

4.8
$28
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PrimeEyes Glide Eyeliner is easy to use. I am thrilled. Haven’t worn eyeliner for years because I have neuropathy in my hands. Even contemplated getting permanent eye liner. But now I can wear eyeliner whenever I wish.

- Marlin M.

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PrimeLash Growth Serum

PrimeLash Growth Serum

Enjoy 2x more eyelashes in 4-6 weeks. Non-staining. Doesn’t sting. Gives lashes that C-curve. Rich in bioactives.

4.8
$41
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I was sceptical when I ordered. Can’t tell you how surprised I am that it is actually working!!!! I never had long lashes like I have now!!! Using it for about 3 months now and the result is amazing!!!!

- Monika O.

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PrimeBrow Complete

PrimeBrow Complete

Defined vibrant brows and more brow hair. Spoolie, tint and serum in one.

4.7
$44
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"I had lost the outside of both eyebrows. One is completely back and the other is growing."

- Dixy K.

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PrimeWand Nourish

PrimeWand Nourish

No-mess moisturizer. 3% Hyaluronic Acid. Face base + primer + cuticle cream.

4.8
$28
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"The most effective natural moisturizer I've used. its in my purse... gets rid of dry patches, dull skin and flakes. I love it."

- Geena, 57

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PrimeWand Pigment

PrimeWand Pigment

Viral sensation. Lipstick + blush + contour + tint in one nourishing stick.

4.8
$28
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"One dab and I recreate the lost flush of youth. 63 here and this wand of heavin is my lipstick, blush, bronzer & tint. Don't leave home without it."

- Julia P.

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5-in-1 PrimeWands

5-in-1 PrimeWands

Use these convenient wands as your face tint, lipstick, blusher, contour, and eyelid enhancer.

$28
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PrimeWand Pearl

PrimeWand Pearl

A highlighter that flatters mature women. Pure moonshine. No texture.

4.8
$28
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"It's easy to apply and so attractive. Bright enough to light me up, sheer enough to be in my control"

- Ashley, 63

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PrimeWand Brush

PrimeWand Brush

Meet the gold standard for vegan make-up brushes.  Works with creams, powders, and liquids to gift you a second-skin finish.  High-density bristles deposit m...

$35
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PrimeLip Lipsticks

PrimeLip Lipsticks

10x staying power. Natural plumping action. Perfect shade match.

4.8
$19
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"Love love the colours , texture ,staying on power . it doesn’t bleed into my lip lines! I LOVE THEM ❤️❤️❤️"

- Paula N.

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PrimeLip Gloss

PrimeLip Gloss

Your 20’s pout, without fillers. Grown up glimmer that lasts all day.

4.8
$24
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"My idea of lip gloss was gummy, sticky, chemical scented goop. I could never imagine falling in love with one at 68. The PrimeLip gloss has immense staying power. It instantly smoothens and moisturizes my lips. Plus the plump.. Oh yum… My pout’s double the volume. All-natural goodness. Try it!"

- Rhonda L.

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PrimeSkin Indulge

PrimeSkin Indulge

The 1-minute skin maintenance all mature women need.  Gently cleans dirt, dust, grime, and sweat.  Deeply hydrates. Banishes dryness. Protects your moisture ...

$35
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PrimeSkin Beauty Water: Deeply Hydrating Make-Up Remover.

PrimeSkin Beauty Water

Deeply hydrating make-up remover. One-swipe effective.

4.9
$27
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"This product provides adequate moisturizing, while being kind to mature skin... I love it"

- Katherina S.

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PrimeSkin Protect: SPF 40 Sunscreen For Mature Women

PrimeSkin Protect: SPF 40 Sunscreen For Mature Women

Halt photoaging in its tracks. For good!  Women over 50 don’t need a basic sunscreen. They deserve an unbreachable guard.  SPF 40. Broad spectrum UVA + UVB p...

$35
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ph Balanced

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Cruelty Free

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Hypoallergenic

PrimeWand Trinity

PrimeWand Trinity

PrimeWand Pigment + PrimeWand Nourish + PrimeWand Pearl. Pro-age transformation in less than 10 minutes. Replace 12+ products!

4.9
$84 $71.40

You save: $12.60 (-15%)

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PrimeLash Bundle

Why stop at envy inducing lash length when you can double your natural lash volume in 4 to 6 weeks?

4.84
$69 $62.10

You save: $6.90 (-10%)

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I love it, my eyelashes are really healthy and soft, and have grown an amazing amount. I will definitely be continuing to use both it and the mascara, which I love as well. I love them both

- Colleen B.

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2pcs PrimeLash Mascara

2pcs PrimeLash Mascara

We sell out PrimeLash Mascara several times a month. This solves the problem for you.

4.74
$56 $50.40

You save: $5.60 (-10%)

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I've another 2 mascaras. The black but also now the brown. They are simply the best!

- Anita H.

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Both Mascaras + Serum

Our favorite bundle. Define your lashes, grow lots of new ones

4.8
$95 $85.50

You save: $9.50 (-10%)

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Limited Edition Eye Kit: PrimeLash Mascara + PrimeEyes Glide + PrimeLash Growth Serum

Limited Edition Eye Kit: PrimeLash Mascara + PrimeEyes Glide + PrimeLash Growth Serum

Complete eye revolution for mature queens. Grow 2x more lashes. Flaunt prominent, lifted beauties. Add spice and definition, with a vivid payoff gel creme eyeliner.

$97 $87.30

You save: $9.70 (-10%)

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Primelash Mascara + Primeskin Beauty Water

Mascara + Beauty Water

Flaunt those mesmerizing eyes. Wipe away your favorite mascara in one clean sweep. Pamper the peepers!

4.8
$55 $49.50

You save: $5.50 (-10%)

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I love all the Prime products. The Prime water is wonderful refreshing and hydrating for my sometimes sensitive skin. The mascaras are the best and I’ve been using them for about 2 years I think.

- Bev R.

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Mascara + Lash Serum + Brow Complete

Mascara + Lash Serum + Brow Complete

What do you need to grab everyone’s attention? Full, naturally long lashes with the winsome brows of your 20s!

$113 $101.70

You save: $11.30 (-10%)

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I like the product and had reordered both the mascara and the brow complete. Apparently, I made a mistake and ordered the mascara in black and the brown complete in taupe, rather than ordering brown in both. I offered to return what I had received in exchange for the items in brown as I couldn't use the darker colors, but she offered to replace with items without requiring that I return the ones I had received. It's unusual to get this kind of service anymore, so I certainly appreciate it. Thank you.

- RA Day 

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Eclectic Eyes

Eclectic Eyes

In the mood for drama, wear inky black? Subtle definition? Brown’s your shade. Ultra natural lash finish? Navy all the way.

4.8
$84 $75.60

You save: $8.40 (-10%)

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2pcs PrimeEyes Glide Eyeliner

2pcs PrimeEyes Glide Eyeliner

2 pcs of PrimeEyes Glide Eyeliner Add new life to your eye routine. Kohl’s soft black pigment gives an alluring shape to mature eyes. Wood is rich brown - pe...

$56 $50.40

You save: $5.60 (-10%)

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PrimeWand Complexion Stick Bundles

PrimeWand Complexion Stick Bundles

Multitasking PrimeWand trios curated to suit fair, olive, and dark complexions. Enjoy 15% OFF.

$84 $71.40

You save: $12.60 (-15%)

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Ecstatic Eyes (All 3 Eyeliners)

Ecstatic Eyes (All 3 Eyeliners)

Add new life to your eye routine. Kohl’s soft black pigment gives an alluring shape to mature eyes. Wood is rich brown - perfect for casual outings. Reach fo...

$84 $75.60

You save: $8.40 (-10%)

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Mascara + Brow Complete + LipGloss

Mascara + Brow Complete + LipGloss

Night out? Evening romp? Day in? Lift and lengthen your lashes. Vibrant brows to frame your face. Lips plump & pouty. Be the dream!

$96 $86.40

You save: $9.60 (-10%)

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3x PrimeLash Bundle

3x PrimeLash Bundle

OMG! You have quite the eye. Just discovered the best price for our best-sellers. Enjoy.

$204 $183.60

You save: $20.40 (-10%)

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3pcs PrimeLash Mascara

3x PrimeLash Mascara

2 is a hoot. 3’s a steal. Three pieces of PrimeLash Mascara to last you till Black Friday. Shop smart.

$84 $75.60

You save: $8.40 (-10%)

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Eyeliner + Mascara

Eyeliner + Mascara

Defined, alluring eyes with 10x longer, naturally lifted lashes. Attract attention like it’s easy. Choose mascara & eyeliner in shades black, brown, and navy.

$56 $50.40

You save: $5.60 (-10%)

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PrimeLash Mascara + PrimeWand Trinity

PrimeLash Mascara + PrimeWand Trinity

Snatched & Stunning Bundle. 10x longer heart fluttering lashes with a full face of flawless make-up. All with just 4 pro-age best-sellers.

$112 $100.80

You save: $11.20 (-10%)

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Eyeliner + Mascara + Pigment

Eyeliner + Mascara + Pigment

PrimeEyes Glide + PrimeLash Mascara + PrimeWand Pigment

$84 $75.60

You save: $8.40 (-10%)

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PrimeSkin Indulge and Beauty Water

PrimeSkin Indulge and Beauty Water

Skincare is self-care. Introducing the duo that every mature queen needs, even if she isn't a skincare kind of gal. PrimeSkin Indulge - 1-minute tune up. ...

$62 $55.80

You save: $6.20 (-10%)

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What Do Mature Queens Say About Prime Products?

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Cosmetics with a Cause

How Your Purchase Makes a Difference

For every product you purchase, we donate to help a woman thrive.

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Fight Cancer

Equipping charities that help breast cancer survivors live with dignity.

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Salute Women On Frontlines

Expanding our drive to support women on the medical frontline.

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Stop Misinformation

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

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Commission Research

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