It’s You - Just Fresh Faced & Alive.

Let’s Explore the Easiest No-Makeup Look For Mature Women.

“I feel cleaner without make-up…”

“I don’t like buying too many products…”

“Heavy foundation doesn’t do me any good…”

“I’ve spent 55 years loving myself.. Why hide now?”

“I don’t want people to think I’m trying too hard…”

So many reasons why mature women clamor for simple routines & multi-tasking products.

Very few resources out there that get the job done.

Here’s the deal. No make-up doesn’t mean you aren’t well presented.

The beauty of no-makeup looks lie in their ability to enhance your natural features and unveil a more gorgeous, authentic you.

How can that be bad?

What Do You Need For the Perfect No-Makeup Look? 3 Products & Your Fingers.

A blue and silver tube of yellow lip balm labeled prime stands upright next to scattered pink rose petals on a white background. A large pink number 1 is on the left side of the image.

1. Start with a non-greasy, wrinkle-filling moisturizer.

Did you know moisturizers with 3% hyaluronic acid are the gold standard for mature skin?

Hyaluronic acid is your friend.

It not only repairs the moisture barrier, keeping your skin plump and happy….

It also boosts collagen, gradually fading out texture and filling in wrinkles.

PrimeWand Nourish is the most interesting moisturizer you’ll ever use.

It is a stick. It doesn’t spill or take ages to massage in. Your skin laps up the honey meets glycerine and botanicals goodness.

3% refined Hyaluronic acid is instantly absorbed!

Enjoy a smooth, bouncy canvas for the rest of your quick routine.

A pink makeup stick labeled prime stands upright next to scattered pink rose petals on a white background. The number 2 appears in pink on the left side.

2. Say bye bye to pallor.

Nothing worse than looking and feeling flat!

With age, you lose a lot of your radiance.

Your graceful face doesn’t do well with obvious harsh colors that leave lines and patches.

This is where neutral hues in blendable, buildable multitasking formulas save the day.

Use PrimeWand Nude to add in oomph.

  • - It’s a convenient, luxurious all-in-one pigment stick with a magnetic snap lock.
  • - The formula is long stay, highly buildable and custom created from Damask rose petals.

Dab on the apples of your cheeks. Buff with your fingers. Or a brush.

Apply the same tint to your pretty lips. Help them come to rosy, glossy life.

Light where you want, more powerful with layering. You’re in complete control!

A blue tube of Primelash mascara with its wand beside pink rose petals on a white background. The number 3 is displayed in pink on the left side of the image.

3. Flaunt long, healthy lashes.

Why?

‘Cause science shows eyes mesmerize.

Women with stunning eyes stand heads and shoulders above the crowd.

And you can get there - without falsies, or stiff spider lashes.

Grab PrimeLash Mascara in rich brown.

This product has over 6000 5* reviews and is adored by Vogue and Cosmopolitan.

Where other mascaras need multiple coats to lend length and volume, this olive oil and avocado oil enriched formula is famous for bringing the smallest, sparsest lashes out of the woodwork.

In 2 coats.

Healthy, thick, separated eyelashes from first use.

Meet the #1 Mascara for Women Over 50

3 Products, 5 Minutes. Evergreen Beauty All Day Long. Pro-age products that heal instead of hiding!

A blue tube of prime balm with white geometric accents, shown with the cap off to reveal a yellow stick, and the cap placed upright beside it labeled primewand.

PrimeWand Nourish

Face, neck, elbows, cuticles, thighs, ankles, knees, legs, arms or somewhere naughty... PrimeWand Nourish is luxury moisturizer on the go. For women over 50.

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A blue tube of prime wand cream blush with the lid off, revealing a rosy pink stick. The lid stands upright next to the product, displaying the white primewand text vertically.

PrimeWand Nude

You wanted variety. You wanted shades for the fairest to the warmest of complexions. Here its! PrimeWand Nude brings the multi-tasking miracle of PrimeWand Pigment - in a beguiling, gentle rosy hue.

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A blue tube of Primalash lengthening and volumizing mascara with the wand applicator partially removed, shown against a white background.

PrimeLash Mascara

Tired of thin, sparse lashes and bare eyes? We’ve made a pro-age mascara for mature women that’ll get you more compliments than you ever thought possible.

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 Say Good-Bye to Textured Skin, Age Spots, Pallor, Tired Eyes, and Chapped Lips in 2 Minutes.

An older woman with blonde hair and a black headband is smiling and applying a makeup stick to her left cheek. She is wearing a sleeveless black top and a gold ring, and is standing indoors.

STEP 1: Moisturize

with PrimeWand Nourish

An older woman with short blonde hair applies makeup to her cheek using a stick blush. She is wearing a sleeveless black top, a headband, and a gold bracelet, and smiles softly while looking at the camera in a well-lit room.

STEP 2: Color

with PrimeWand Pigment

An older woman with shoulder-length blonde hair applies mascara to her upper eyelashes. She wears a sleeveless navy top and a black headband, looking directly at the camera in a well-lit room.

STEP 3: Define

with PrimeLash Mascara

A smiling older woman with straight blonde hair and light skin wears a sleeveless dark blue top and earrings, posing indoors in soft natural light.

LOOK

FRESH AND ALIVE
White logos of Vogue, Good Housekeeping, and Cosmopolitan magazines are displayed side by side on a blue background.
White text on a blue background displaying the logos for Vogue, Good Housekeeping, and Cosmopolitan magazines.

Real Users Rave About Prime Products.

A product review by Dana A., a verified buyer, gives a 5-star rating and describes using a nourish wand to keep lips and heels soft and protected from chafing, cracking, and roughness.
A 5-star review from a verified buyer named Lala G. describes liking a mascara for being light, not heavy, and enhancing lash length. The reviewer notes recent chemo and thinner lashes, and plans to purchase the mascara again.
A customer review by Pamela H., a verified buyer, with a 5-star rating praising a makeup items color for fair/medium skin, its versatility on cheeks, lips, and eyelids, and its hint of color and sheen.
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Cosmetics with a Cause

How Your Purchase Makes a Difference

For every product you purchase, we donate to help a woman thrive.

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Fight Cancer

Equipping charities that help breast cancer survivors live with dignity.

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Salute Women On Frontlines

Expanding our drive to support women on the medical frontline.

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Stop Misinformation

Investing in bodies that print accurate information to educate mature women.

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Commission Research

Choosing the best talent in R&D to design cosmetics that use science to heal.

Get Involved