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Cruelty-Free & All-Natural

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Make-up That Heals

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Cosmetics With a Cause™

Because beauty is more than skin-deep.

At Prime, we aren’t in the business of beauty. We are in the business of creating a better world for mature women through the power of beauty.

Fiercely Pro-age

We don’t shame wrinkles, grey hair and thinning lashes. We encourage women to heal what’s broken with age so they can look their best. At 60, 70, 80, or beyond.

Focused on Science

Our team of researchers use the latest skin & hair rejuvenation breakthroughs to turn premium ingredients into healing products.

Solution Specific

Our products target one specific problem and solve it from the ground up. We pair our formulations with unique applicators (wands) for maximum impact.

Empowering You

We don’t stop at great make-up. We offer information that guides mature women to live their best lives and give donations that bring dignity to cancer survivors.

What our

Customers Say

I am 71 and had all but given up wearing mascara because anything I tried would smudge(racoon eyes) or flake. I was hesitant to try Prime because of the price. But I thought I'd give it a chance. Boy am I glad I did. I feel like my younger self, with more confidence and I actually feel attractive. Thank you for formulating this wonderful mascara. my lashes thank you as well.

—Linda S.

I like PrimeLash Mascara a lot! It provides good definition without being clumpy. Prior to using PrimeLash, I used a department store brand and a separate primer. With PrimeLash Mascara, I I get better results and can skip the primer. I will be ordering PrimeLash again!