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PrimeLash Mascara
PrimeLash Mascara
$22.40 $28
11,600 Reviews
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PrimeLash Growth Serum
$32.80 $41
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PrimeLash Bundle
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WE STAN JAN! AN EMPOWERED START TO 2023.

WE STAN JAN! AN EMPOWERED START TO 2023.

Heard you loud and clear.


And managed to restock PrimeWand Pigment…. Yayy!


And not only that, we also brought you a triple whammy.


PrimeWand Pearl and PrimeWand Nourish joined PrimeWand Pigment to create PrimeWand Trinity!


Three magic sticks in one eco-friendly bag.


Replaces dozens of products: starting with lipsticks, tints, balms, blushers and contours to highlighters (if they could actually flatter women over 50), all-over moisturizer, cuticle cream and more

Heard you loud and clear.


And managed to restock PrimeWand Pigment…. Yayy!


And not only that, we also brought you a triple whammy.


PrimeWand Pearl and PrimeWand Nourish joined PrimeWand Pigment to create PrimeWand Trinity!


Three magic sticks in one eco-friendly bag.


Replaces dozens of products: starting with lipsticks, tints, balms, blushers and contours to highlighters (if they could actually flatter women over 50), all-over moisturizer, cuticle cream and more

5 Categories of Beauty Products Mature Women Must Avoid

5 Categories of Beauty Products Mature Women Must Avoid

While YouTube and Tiktok are blowing up ‘cause of the Lashgate drama with Mikayla Nogueira, we thought it is time to hammer home the fact that not all products with credible (or influencer fed) advertising are actually good for you.


This is even more relevant when the demographic in question is mature women over 50.


Why?


Because your skin tends to lose collagen, lashes become sparse and sensitive, lips deflate and pucker and natural oils dry up, causing quite a bit of friction and drag when applying products.


Moreover harsh chemicals are a strict no-no.


Here are the 5 five beauty picks we’ve blacklisted because they do more harm than good:

  • Waterproof lash products

  • Matte lipsticks

  • Powder…


…. To learn about the other items, and to understand why they should be ditched, read our blog.


Read Blog Post >>

Best Discounts of 2022

While YouTube and Tiktok are blowing up ‘cause of the Lashgate drama with Mikayla Nogueira, we thought it is time to hammer home the fact that not all products with credible (or influencer fed) advertising are actually good for you.


This is even more relevant when the demographic in question is mature women over 50.


Why?


Because your skin tends to lose collagen, lashes become sparse and sensitive, lips deflate and pucker and natural oils dry up, causing quite a bit of friction and drag when applying products.


Moreover harsh chemicals are a strict no-no.


Here are the 5 five beauty picks we’ve blacklisted because they do more harm than good:


  • Waterproof lash products

  • Matte lipsticks

  • Powder…


…. To learn about the other items, and to understand why they should be ditched, read our blog.


Read Blog Post >>

Best Discounts of 2022

Shave Years Off Your Face!

Shave Years Off Your Face!

How to Remove Mascara When You’re Over 50

Without chasing anti-aging.


Stress plays a key role in shortening the length of your telomeres and speeding up aging.


You don’t have to dislike your lines and wrinkles… you don’t have to be dissatisfied with the reflection in the mirror.


You can choose to take small steps (often called “lifestyle upgrades”) that banish stress from your life, and repair the damage already done.

  • Understand why psychodermatology (where mind meets the skin) is worth knowing.

  • Smile more

  • Breathe life in…

  • Adaptogens …

  • What are they?


We unpack everything in our latest blog post.


Read Blog Post >>

How to Remove Mascara When You’re Over 50

Without chasing anti-aging.


Stress plays a key role in shortening the length of your telomeres and speeding up aging.


You don’t have to dislike your lines and wrinkles… you don’t have to be dissatisfied with the reflection in the mirror.


You can choose to take small steps (often called “lifestyle upgrades”) that banish stress from your life, and repair the damage already done.


  • Understand why psychodermatology (where mind meets the skin) is worth knowing.

  • Smile more

  • Breathe life in…

  • Adaptogens …

  • What are they?


We unpack everything in our latest blog post.


Read Blog Post >>

Quick Tips to Firm Up That Turkey Neck

Quick Tips to Firm Up That Turkey Neck

We asked our community - What is bothering you?


Hundreds of replies said “Turkey Neck”.


This is us bringing some non-invasive solutions that you can try at home to start adding tension (in a good way) and resilience to the sagging around your chin and on your neck.

  • Exercise is essential (Sorry!)

  • Pump hydration into your parched skin. Hydrated skin produces more collagen.

  • Diet is always a deciding factor.

For the gravy on the turkey neck issue, go read our post.


Read Blog Post >>

4 Ageless Beauty Tips for Everlasting Grace

We asked our community - What is bothering you?


Hundreds of replies said “Turkey Neck”.


This is us bringing some non-invasive solutions that you can try at home to start adding tension (in a good way) and resilience to the sagging around your chin and on your neck.


  • Exercise is essential (Sorry!)

  • Pump hydration into your parched skin. Hydrated skin produces more collagen.

  • Diet is always a deciding factor.


For the gravy on the turkey neck issue, go read our post.


Read Blog Post >>

4 Ageless Beauty Tips for Everlasting Grace

Top Products Sold in January!

Top Products Sold in January!

PrimeWand Pigment: All-in-one make-up stick. Natural, buildable, vibrant.


PrimeLash Mascara: 10x lash length. No flaking. Serum base repairs lash damage.


PrimeLip Gloss: We sold endless units of the most fun, non-tacky big girl gloss…. Pucker up.


PrimeSkin Beauty Water: Parties need glam. Glam needs hydrating make-up remover. Made for silver queens.

PrimeWand Pigment: All-in-one make-up stick. Natural, buildable, vibrant.


PrimeLash Mascara: 10x lash length. No flaking. Serum base repairs lash damage.


PrimeLip Gloss: We sold endless units of the most fun, non-tacky big girl gloss…. Pucker up.


PrimeSkin Beauty Water: Parties need glam. Glam needs hydrating make-up remover. Made for silver queens.

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.