Many women perfect a makeup look and use it religiously for several decades, rarely deviating from the products and techniques they know and love.
However, according to an expert, if your cosmetic techniques don't change as you get older, you might be missing a trick.
Makeup artist Maria Jones from CoverClap believes that once women hit 50, taking the right pre-makeup steps is as important as the actual routine.
She told GB News: "When applying makeup to women over the age of 50, I prefer to emphasise that great makeup starts with proper skin preparation.
"I like to begin with a hydrating serum followed by a light moisturiser to plump the skin and fill out fine lines.
"Applying a silicone or water-based primer smooths out the surface, providing a stunning canvas to apply foundation to, and allows the foundation to last the entire day."
While prepping the skin is important, whatever your age, it becomes increasingly necessary as you get older.
Mature skin produces less sebum and hyaluronic acid over time, leading to dryness, so it's important to restore hydration and moisture with the right routine.
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'I like to begin with a hydrating serum followed by a light moisturiser'
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Cosmetologist-aesthetician Valerie Aparovich also believes that skin prep is paramount, advising mature ladies to pay special attention to the area around the eyes, as well as the lips.
"These areas are more prone to dryness and tend to show signs of ageing more visibly, which the wrong makeup can further emphasise," the expert told GB News.
Once skin prep is complete, women over 50 can turn their focus to highlighting their features whilst detracting from signs of ageing.
Makeup artist Ms Jones said: "For the eyes, soft matte shades like taupe, warm brown, and muted plum are wonderful since they define without accentuating wrinkles.
Your foundation will look and feel better if you prep the skin with primer first
| GETTY"I often suggest applying a dark brown or soft charcoal eyeliner on the upper lash line, smudged slightly for a casual eye, and curling the lashes with a lengthening mascara to open up eyes."
Sharing her face makeup favourites, the expert advised investing in cream foundations or tinted moisturisers with light-reflection capabilities.
According to Ms Jones, these are "perfect" because they "conceal without looking cakey or heavy".
Next, a cream blush in peach, rose, or soft coral tones gives the cheeks a flattering pop of colour.
Finally, the makeup guru advised women over 50 to define their lips with a shade slightly deeper than their own natural lip colour, before filling with a satin or cream lipstick.
She recommended "chic and vibrant" colours such as "real red", berry, or warm rose.
Ms Jones concluded: "Blending is essential through soft gradations between colours to prevent unattractive lines and keep the overall look sophisticated, refined, and ageing appropriately."
A second makeup artist shared a tip for women over 50, urging them to axe a "problem" technique that makes them look "puffy and old".