Luminous, pro-age essentials that enhance your natural radiance — not mask it. Because confidence and beauty don't have an expiration date.
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"These are absolute must-haves. The foundation adapts to my skin tone and blends in beautifully. The eye brightener lifts and makes my eyes stand out, and the mascara doesn’t budge all day."
- Carol, 65
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100% no-risk money back guarantee
Recreate this celebrity red carpet look with our three cult-favorite bestsellers.
• Color Changing Foundation adapts to your unique skin tone for breathable, smooth coverage that won’t settle into fine lines.
• PrimeLash Mascara lifts, separates and defines lashes with smudge-proof, all-day wear.
• PrimeEyes Brightener delivers an instant visible eye-lift effect - no creasing, no harsh powders.
Your purchase helps women in need – $2.7M+ donated so far. Learn more
Three cult-favorite bestsellers. One red carpet worthy look.
Color Changing Foundation adapts to your unique tone, smoothing redness and discoloration without settling into fine lines.
PrimeEyes Brightener visibly lifts droopy lids and erases darkness - no creasing, no harsh powders.
PrimeLash Tubing Mascara grips even the tiniest lashes for length, volume, and smudge-proof wear that lasts.
As seen in
One shade. Your shade. Color Changing Foundation reads your unique skin tone and adapts on contact — smoothing fine lines, calming redness, and evening out discoloration. Breathable, buildable coverage that looks like skin, not makeup. Wears beautifully for 12 hours.
Tiny lashes, sparse lashes, straight lashes — PrimeLash Tubing Mascara grips and defines every single one. The tubing formula wraps each lash for instant length and volume without clumping. Smudge-proof all day, then slides off cleanly with just warm water. No raccoon eyes. Ever.
The finishing touch that makes people ask what you've done differently. PrimeEyes Brightener delivers a visible eye-lift effect — opening up hooded or droopy lids and erasing dark shadows. Cream-to-powder formula blends in seconds and won't crease. Use it on lids, brow bone, or cheekbones for a natural lit-from-within glow.
100% no-risk money back guarantee
The Color Changing Foundation uses microbeads that meld together to mimic your natural skin tone on contact. It covers approximately 80% of complexion variations in the fair-to-medium range. White-to-beige base — blend more for deeper coverage, less for lighter. Works across seasons and settings without shade-matching guesswork.
Yes — this is exactly who it's designed for. The formula is clump-free and won't ball up under the lid fold. It doesn't transfer or migrate to unintended spots. Shimmer shades last up to 8 hours; matte shades up to 12. Matte shades are also ophthalmologist-cleared for waterline use.
It's a tubing formula, not a traditional coated mascara. Instead of painting pigment onto lashes, it wraps each lash in a tiny tube of color — so it builds length and volume without clumping, smudging, or flaking. No raccoon eyes. Removes with just warm water (no harsh makeup remover needed). Specifically formulated for the thinner, sparser lashes that come with your 50s and beyond.
Yes. The foundation is hypoallergenic, dermatologist-approved, and clinically tested for sensitive skin. The mascara is hypoallergenic with a water-based formula designed for the delicate eye area. The brightener is hypoallergenic and sensitive-eye friendly (avoid shimmery shades on the waterline; matte shades are ophthalmologist-cleared for waterline use).
Foundation: up to 12 hours, no reapplication needed.
Mascara: all-day smudge-proof and water-resistant wear.
Brightener: shimmer shades up to 8 hours, matte shades up to 12 hours with no creasing.
The mascara is the easy part — just warm water. The tubing formula slides off cleanly without rubbing or harsh removers. Foundation comes off with your regular cleanser. Brightener removes with cleanser or standard makeup remover. The whole routine comes off as simply as it goes on.
Find Your Shade
Choose a product to explore shades
No shade chart needed. The formula reads your skin and adapts on contact — one shade that becomes yours. Best for fair to medium tones.
100% money-back guarantee on the full set. No risk.
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.
