** 15%-25% OFF with SUMMERTIME
** 15%-25% OFF with SUMMERTIME
Adjusts to match your unique skin tone, without emphasizing fine lines.
You save: $6.60 (-15%)
"Mesmerized by the way it blends in, color matches, and stays on."
-- Carmen B
Soft-bristled & dense, provides maximum coverage for liquid foundations.
You save: $5.25 (-15%)
"No more streaks or uneven spots. Gentle bristles blend my CC cream perfectly. A must-have for us silver ladies!”
- Trish
Highly-pigmented water-resistant eyeliner for bold strokes without creases.
You save: $4.20 (-15%)
"PrimeEyes Glide Eyeliner is so easy to use and it stays on! I’m in my 80’s and my hands are a bit shaky."
- Phyllis B
Opens hooded eyes. Lends lift and definition. Made for wrinkled lids.
You save: $4.20 (-15%)
"Brightens and visually lifts my eyes, making them more youthful."
- Rose D.
Long-lasting lip stain that restores color and definition. 12-hour wear. No bleeding, feathering, or dryness.
You save: $4.20 (-15%)
“With age, my lips had almost disappeared. This stain stays on all day with just one application and brings back color and definition. Before finding this product, I had even thought about getting my lips tattooed — but now I won’t”
- Juliana, 62
Covers grays and fills thinning areas. Transfer-proof. Water & sweat-resistant.
You save: $4.20 (-15%)
"I used to dread how fast my roots showed, I was in the salon every 2–3 weeks. With this powder, I easily go 5–6 weeks between appointments"
- Carol, 59
Cancels darkness in seconds. Color-correcting, skincare-infused, waterproof. Won't crease on mature skin.
You save: $5.25 (-15%)
"My dark circles disappeared in seconds. Like a filter, but real. I've stopped buying concealer."
- Margaret, 62
Covers dark circles, spots and redness without creasing.
You save: $4.20 (-15%)
"I stopped wearing my glasses to hide my under-eyes. That's how much this little pencil changed things for me. I feel like myself again." – Barbara, 71
No-clump mascara for 3x sleek thickening. Glossy lashes that can’t be ignored.
You save: $4.20 (-15%)
"Makes my sparse lashes look like I have a lot more."
- Kristen B.
Long-lasting, ultra-hydrating, lip softening balm. Tints like lipstick, sheen like gloss.
You save: $4.20 (-15%)
"Can already see the lip lines disappearing. Moisture lasts for hours"
- Darcy
Second-skin foundation for mature skin. Lightweight, non-cakey, covers redness & dark spots.
You save: $6.90 (-15%)
"It is light and not cake-y at all! Easy to build if you want more coverage."
- Karla K
Adds fullness to sparse brows, covers grays in 5 natural shades. Lifts and sets for the day.
You save: $4.20 (-15%)
"Holy moly. Prime's brow tint doesn't look tinted. It looks like I regrew brows. The shade Silver Queen PERFECTLY matches my graying hair. Covers the patchiness."
- Sandra P.
Multi-peptide rich, non-staining, hypoallergenic eyelash serum. Growth in 4-6 weeks.
You save: $6.15 (-15%)
"I noticed my eyelashes growing after about 2 weeks. I apply it only at night after I remove my make up."
- Clara N.
Hydrating make-up remover for mature women. Gently melts cosmetics, no redness or irritation.
You save: $4.05 (-15%)
"It gently removes eye makeup and is easy to use. It leaves my skin feeling fresh and clean."
- Diane E.
Color Changing Foundation + PrimeSkin Foundation Brush
You save: $18.57 (-25%)
Lip Stain + Lip Balm
You save: $13.16 (-25%)
PrimeEyes Glide + PrimeEyes Eye Brightener
You save: $13.16 (-25%)
"I think the eye liner is fabulous! Golden is MY colour! Love the Violeta colour and wearing brown mascara which I also love."
- Patricia M.
Prime Color Changing Foundation + PrimeEyes Glide eyeliner + PrimeEyes Brightener
You save: $23.50 (-25%)
Pick from 10 exciting & elegant shades.
You save: $13.16 (-25%)
"I love the way it glides on and how precise the lid line is. I’m 57 now and have found my forever liner."
- Ashley S.
For eye lifts & smoky eyes. Choose from 6+ timeless shades.
You save: $13.16 (-25%)
"You won't regret it. Get Stardust as a highlighter and Nebula for glimmery smokey eyes. Perfection."
- Aida P.
2pcs Instant Coverage Hairline Powder
You save: $13.16 (-25%)
“Fantastic! I can easily skip the salon for an extra 3 weeks.The Instant Coverage Hairline Powder is the easiest, no-mess solution for grays & grown-out roots. And my hairline looks much fuller, too! Works better than expected. No cakey residue. Doesn’t look fake.”
- April, 26
Patchy, gray, unruly eyebrows robbing your confidence? PrimeBrow Tinted Gel to the rescue! Tubing formula cleanly coats & uniformly thickens each bro...
You save: $13.16 (-25%)
Effortless brow confidence. Ultra-fine tipped pencil perfectly mimics natural eyebrow hair for a polished look. Five shades. Two for grays.
You save: $4.20 (-15%)
"Mature ladies like me lose their brows. Mine were practically non-existent. And no pencil could match the grays. PrimeBrow Pencil creates a natural look. Frames and defines my 65-year old face. Lasts almost the entire day!
Mae, Prime Prometics customer
Prostaglandin-free, fast-action brow growth serum. Non-sticky. First result in 2-3 weeks.
You save: $6.60 (-15%)
"My left eyebrow has regrown completely. It's such a relief to look in the mirror and love myself again. Thank you PrimeBrow serum."
- Diane K.
Gel-to-foam cleanser calms sensitive skin, improves uneven tone, helps pores look smaller.
You save: $5.10 (-15%)
"This cleanser made me a fan of taking off my make-up. Gets the job done, without dryness or that tight feeling. Skin looks wonderful after"
- Rosie.
Skin-reviving HydraPlump Complex. Soothes dryness, softens fine lines from first application.
You save: $6.60 (-15%)
"If luxury turned into a creamy balm, this would be it. My skin feels rejuvenated, cradled by hydration. Lines blur almost instantly."
- Norwina
Pauses lip aging and loss of lip volume. Prevents deep lines. Yummy scent meets high-shine finish.
You save: $4.20 (-15%)
"Can already see the lip lines disappearing. Moisture lasts for hours"
- Darcy
Easy to hold and apply. Inky-black strokes in the thickness you choose.
You save: $3.90 (-15%)
"It is very easy to apply in a thin line and does not smudge."
- Liza D.
Mess-free eyeshadow wear. Precision brush with angled bristles mimics finger-blending
You save: $3.90 (-15%)
“I never realized how much the right brush mattered. This one makes my eyeshadow glide and stay put all day - I’m hooked.”
– Sharon L
Makes your concealer work better. Delivers smooth, second-skin coverage without tugging.
You save: $3.90 (-15%)
“I never realized how much the right brush mattered. This one makes my eyeshadow glide and stay put all day - I’m hooked.”
– Sharon L
Precise application with a flawless full-coverage finish. Streak-free coverage.
You save: $4.20 (-15%)
"This brush spreads my foundation SO evenly and gives me a smooth, flawless finish without streaks. It feels incredibly soft on my crepey skin too."
– Amy, 65, Prime Customer
Extra-soft, dual-sided sponge to seamlessly blend liquid, cream & powder make-up.
You save: $2.70 (-15%)
“So soft, so easy, and it makes my makeup look professionally done. I wish I’d found it sooner.”
– Janet K
Densely packed for airbrushed appeal. Anti-fray. Vegan.
You save: $5.25 (-15%)
"Glides over the dips and peaks of my face for a flawless look. Easy to clean."
- Edna P.
Apply as blusher, contour & lipstick - in flushed berry.
You save: $4.20 (-15%)
"I love the product. It's a natural blush on my lips & skin."
- Lorna
Deep moisturizing of heavy lotions - in a non-sticky wand. Primer, cuticle cream & more.
You save: $4.20 (-15%)
"Non greasy, quickly absorbed, non irritating and long lasting hydration."
- Michelle G.
Beguiling rosy hue for all-over face tint, juicy, fresh lips & a healthy blush.
You save: $4.20 (-15%)
"Love this color…blush, lips, and even the lower eye lid."
- Zaferia
The only highlighter for queens over 50. Diffused, dewy radiance.
You save: $4.20 (-15%)
"So easy to apply and leaves a perfect highlight glow that compliments the skin."
- Jan P.
PrimeWand Nourish + PrimeWand Pigment + PrimeWand Pearl
You save: $12.60 (-15%)
"I am enjoying these products as I am almost eighty and feel in three quick steps I am ready to Face the world. I also add a little of your foundation and the colour just instantly matches. It has made my life easy. I no longer dread putting on a little makeup each day. Happy Face!"
- Francoise A.
Hair growth boosting shampoo. Restores hairlines.
You save: $5.25 (-15%)
"My hair is in great shape. It is thicker than it has ever been and growing super fast. My stylist can't believe how fast my hair is growing."
- Angela M.
Volumizing hair conditioner for tangle-free, silky, bouncy locks.
You save: $5.25 (-15%)
"Added the volume, softness and shine to my hair."
- Beverely Y.
Fab peachy glimmer. Non-sticky & long-stay.
You save: $3.60 (-15%)
"It instantly smoothens and moisturizes my lips. Plus the plump.. Oh yum…"
- Rhonda
Multi-peptide rich, dark-circle busting, under eye toning and depuffing cream.
You save: $9.30 (-15%)
"I love it. Under my eyes is soft, less puffy, and dark circles are lightening up."
- Diane K.
Ideal primer for foundations. Uber-hydrating, non-greasy serum for mature skin.
You save: $9.60 (-15%)
"Very soothing and instantly effective. It has improved the overall texture & appearance of my skin."
- Julie J.
Ultra-creamy, extra long-stay classic bullet lipsticks in expressive shades that flatter mature complexions.
You save: $8.55 (-15%)
"Love love the colours , texture ,staying on power . it doesn’t bleed into my lip lines! I LOVE THEM ❤️❤️❤️"
- Paula N.
A light-blue velvet drawstring bag. Perfect for gifting, travel, and every vanity in between.
You save: $2.25 (-15%)
“Soft, elegant, and surprisingly practical. This velvet gift bag keeps my makeup neatly together at home and when I travel - and it feels just as lovely as it looks.”
— Elaine, 63
Dual-slot sharpener for clean, break-free points. Less dragging, more control.
You save: $1.20 (-15%)
“Love this! My pencils stay sharp and precise and it’s mess-free in my makeup bag. Simple but genius.” – Sophia, 56
Cruelty Free
Supports Chemo Warriors
30-Night Money Back
Priority Shipping
Hypoallergenic
ph Balanced
For every product you purchase, we donate to help a woman thrive.
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.
