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Our bestsellers:
You will not be able to get this back once removing.
Our favorite “P” word — aside from pro-age, powerful, or (you guessed it) Prime?
Pride.
Not only accepting your appearance as a 50+ woman, but owning it.
And throughout June, gratification was in greater supply than beach days and breezy makeup.
Typical eyeshadows? Kryptonite for crepey lids.
You want mature eyes to flex, not be a victim to fallout.
Lift with care & nourishment, never crease.
And that’s precisely why we released PrimeEyes Eyeshadow this month.
Buttery-soft matte that actually loves crepey skin.
12-hour staying power without primers or fuss.
Healthy ingredients for lasting hydration & nourishment.
Mistake-proof application with just your fingers or a brush.
Hypoallergenic formula that's ophthalmologist-approved.
This may just be PrimeEyes Brightener’s more matte, creamier cousin.
But it stands on its own with five custom-mixed shades.
It’s time for a humblebrag. Prime has made pro-age beauty history — again.
A milestone years in the making, for mature women just like you.
We’ve released the world’s 1st complete set of eye makeup made for women in their 50s, 60s, 70s, and beyond!
It started with PrimeLash Mascara, the world’s #1 pro-age mascara…
Continued with PrimeEyes Glide Eyeliner and PrimeEyes Brightener…
And now, PrimeEyes Eyeshadow is the final puzzle piece for stunning pro-age eye makeup.
Together, they have over 25,000 happy reviews. And the world is your beautiful oyster.
From Mulberry mascara with a subtle highlight to Sapphire eyeliner alongside vanilla eyeshadow…
There’s no shortage of dazzling eye looks available to you. And Prime.👏Did.👏That.👏
For most women, losing their hair is one of the most daunting aspects of a cancer battle.
But Madaline McKay? She’d learned long ago that self-worth is not tied to your strands.
Bald by choice for over 20 years, what she lacks in hair she makes up for with bravery, boldness, and absolute badassery.
All of which have followed her through not one, not two, but three bouts of breast cancer.
She’s shared her inspiring story with The New York Times and The Today Show…
And it’s the greatest honor that she chose to speak with us, too.
How did her children react? In what ways does she thrive in 2025? What are her Prime favorites?
