15%–25% OFF with code GIVINGBACK
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15%–25% OFF with code GIVINGBACK
World’s #1 tubing mascara for 3x length & lift, in a single coat. Mature-lash friendly.
You save: $4.20 (-15%)
"My lashes were light and barely visible, but this mascara changed everything. It lifts, defines, and never smudges - even on my bottom lashes. At 72, seeing my lashes look fuller again makes me feel wonderful. Thank you!"
- Carmen R.
Self-adjusting foundation that covers without settling into fine lines.
You save: $6.60 (-15%)
"Mesmerized by the way it blends in, color matches, and stays on."
-- Carmen B
Smooth eyeliner that won’t tug on mature lids or smudge throughout the day.
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
Buttery eyeshadow stick that brightens & lifts hooded eyes.
You save: $4.20 (-15%)
"Brightens and visually lifts my eyes, making them more youthful."
- Rose D.
Semi-permanent lip tint for rich, lasting color that stays put for up to 12 hours.
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
Instant eye tightener that depuffs bags & smooths fine lines in under 2 minutes.
You save: $5.25 (-15%)
“At 64, I’d stopped believing anything could make a real difference, but PrimeLift smoothed my bags instantly without stinging, burning or leaving that awful white film. I looked like myself again. THIS is the one.”
- Denise, 64
Hair-like strokes create fuller, beautifully framed brows. Available in 5 shades.
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
Instantly covers grays & roots and fills thinning areas for a fuller-looking hairline.
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
Peptides target the root for fuller-looking hair. Zero grease, a cooling feel on the scalp, and suitable for grey and color-treated hair.
You save: $6.75 (-15%)
“After 53, I lost weight—then my hair started looking so much thinner too, especially around my part. Eight weeks in, it looks fuller and denser, and I finally feel like my hair has some body again.”
- Marion, 54
Sculpts fuller-looking lips with long-lasting, soft-matte definition. Won't bleed, feather, or fade.
You save: $3.90 (-15%)
"My lip line had almost disappeared. This brings it back in one swipe and stays put all day. I have stopped buying anything else."
— Catherine, 61
Mature-skin friendly brush that blends foundation seamlessly without streaks.
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
PrimeLash Mascara + PrimeEyes Glide Eyeliner
You save: $14 (-25%)
"The eyeliner stays on even after I work out, and the mascara looks fresh even when im taking it off at the end of the day.Comes off very easily with my face cleanser and warm water!"
- Alyssa L.
Color Changing Foundation + PrimeSkin Foundation Brush
You save: $19.75 (-25%)
PrimeLash Mascara + PrimeLash Eyeliner + PrimeEyes Brightener
You save: $21 (-25%)
“I used to skip eye makeup because it irritated my lids. Not anymore! This bundle is gentle, effortless, and makes my eyes pop.”
– Sharon G.
PrimeLash Mascara + Color Changing Foundation
You save: $18 (-25%)
“The foundation melts right in, and the mascara gives my eyes life again. I look awake, soft, and confident — not covered up.”
– Judy K.
Forever Lip Stain + PrimeLip Plumping Lip Balm
You save: $14 (-25%)
Concealer + Color Changing Foundation
You save: $18 (-25%)
PrimeLash Mascara + PrimeEyes Brightener
You save: $14 (-25%)
“This duo completely changed my morning routine. Quick, gentle, and it makes me look perfect - even when I don't feel like it!”
– Carol F.
PrimeLash Mascara + PrimeLash Growth Serum
You save: $17.25 (-25%)
"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.
PrimeEyes Glide + PrimeEyes Eye Brightener
You save: $14 (-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.
Lift & define in 8 flattering shades.
You save: $14 (-25%)
“I was shocked by how well the mascara worked on my sparse lashes. I'm 59, but lashes looked like back in the days! Threw all my old mascaras out even the Lancome!”
- Sandy
12 shades for soft lines & bold definition.
You save: $14 (-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.
From bright-eyed to softly smoky.
You save: $14 (-25%)
"They glide on smoothly and last all day without creasing."
- Londa W.
Clump-free mascara for 3x thicker-looking lashes with a sleek.
You save: $4.20 (-15%)
"Makes my sparse lashes look like I have a lot more."
- Kristen B.
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.
Shape, tame & hold brows in place for a naturally fuller, polished look.
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.
Precisely blend concealer around the eyes and for seamless coverage.
You save: $3.90 (-15%)
“This makes my concealer work better. I get smooth under-eye coverage, then I can switch to spot coverage with no waste or mess!”
– Anna, 56
Keep your beauty favorites organized, protected & ready to go wherever you do.
You save: $4.80 (-15%)
Why settle for masks with short-lived hydration and no visible firming? Prime’s Pro-Collagen Peptide Firming Mask is the ultimate overnight glow reset for ma...
You save: $1.80 (-15%)
Target dark circles, spots & redness with precise coverage that won’t crease.
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
Second-skin coverage for mature skin that evens 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
Hydrate, smooth & give lips a naturally fuller-looking finish in one easy swipe.
You save: $4.20 (-15%)
"Can already see the lip lines disappearing. Moisture lasts for hours"
- Darcy
Designed to bless mature women with long, dense eyebrow hair. First result in 2-3 weeks of regular use.
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.
A quick pick-me-up for thirsty, tired skin. Refresh, replenish & get your glow back.
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.
Lifts away makeup, oil & daily buildup without stripping mature skin of the moisture it needs.
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 and softens fine lines.
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
Gloss, moisture & daily sun protection come together in one easy lip step.
You save: $4.20 (-15%)
“A hydrator, a sun-protector, a cute glossy tint --- and the best of all worlds. This Lip Oil is my go-to. Delicious scent & taste. My lip lines are almost gone.”
- Janet
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
Press, bounce & blend your base into hard-to-reach areas without streaks.
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
Multi-tasking make-up. Buildable coverage for face tints, blushers, lipsticks and more!
You save: $4.20 (-15%)
It's pigmented enough to achieve the look you're going for, yet it remains very subtle when blended. The stick melts as soon as it touches my skin, enriching the colour of my cheeks.
- Rosalie S.
Multi-use skincare stick that hydrates, primes and nourishes dry skin. New ultra-nourishing formula.
You save: $4.20 (-15%)
"Non greasy, quickly absorbed, non irritating and long lasting hydration."
- Michelle G.
Your Hairline Powder essential. Four applicator ends in one brush — press, blend, and define for a natural hairline finish.
You save: $5.25 (-15%)
"I could never get my Hairline Powder to sit right with the applicator that came in the compact. This brush changed that in one morning. The sponge tip presses the powder in exactly where I need it.
- Judith, 64
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.
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
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
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.
