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These three are all I reach for now. The foundation matches me exactly, the liner glides on without dragging my lids, and the mascara makes my thin lashes look full. My whole face looks put-together in five minutes.
— Carol, 68
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Your everyday face, in three heroes.
Prime's Prime Heroes Set is the makeup bag every mature woman needs — flawless skin, defined eyes, lifted lashes.
Your purchase helps women in need – $2.7M+ donated so far. Learn more
Adapts to your exact shade as you blend — one bottle, 16 tones. Buildable coverage blurs texture and won't cake or settle into lines, with a botanical complex, niacinamide, jojoba, and squalane to hydrate all day. Hypoallergenic, vegan, cruelty-free.
A tubing mascara that separates and combs sparse lashes for visibly longer, fuller lashes with zero clumps. Water-resistant and easy to remove, with vitamins and herb oils that feed lashes as you wear. Hypoallergenic and cruelty-free.
A pencil liner that glides on without tugging or dragging on loose, crepey lids — precise control even with an unsteady hand. Water- and smudge-resistant with buildable color, plus hyaluronic acid to care for lashes. Hypoallergenic and pH-balanced.
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.