You may have been able to get away with using any old cleanser, sunscreen, and moisturiser in your 20s and 30s.
But as dark circles, fine lines, wrinkles and sagging rear their heads in your 40s and beyond, a relaxed approach probably doesn't cut it.
According to AVON, "mature skin care" is having a moment, with Google searches for the term rocketing 85 per cent in the last three months.
And rightfully so; if you have mature skin (usually over 40), your complexion generally requires some extra consideration.
Global head of care, Kseniya Belova, explained: "Mature skin needs specialised skin care and makeup products, in the same way sensitive skin requires tailored care.
"As we age, the skin undergoes structural and functional changes that call for a gentler and more hydrating routine."
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Over time, a depletion in collagen and elastin levels, plus reduced hyaluronic acid and sebum, can take its toll, and while these changes are inevitable, the right skin care can minimise – or at least delay – them.
Ms Belova continued: "It's essential for those with mature skin to choose products tailored to these concerns – focusing on hydrating, firming, and gentle ingredients.
"Think rich moisturisers, plumping serums, and lightweight, cream-based makeup. Most importantly, those with mature skin should prioritise applying SPF daily to protect the skin from further damage."
Here, the skin care expert exclusively revealed her morning routine for women over 40.
After cleansing, begin with a targeted eye cream
|GETTY
Cleanse the skin
"Start your routine with a gentle, hydrating cleanser. For mature skin, foaming cleansers are an excellent choice, as they effectively remove impurities without stripping moisture.
"If your skin is particularly dry, consider skipping the morning cleanse and applying serums directly. Over-cleansing can exacerbate dryness and compromise the skin barrier."
Use an eye cream
"On clean, dry skin, begin with a targeted eye cream. Vitamin C is a powerhouse ingredient for mature skin; this antioxidant helps brighten dullness, fade sunspots, and reduce hyperpigmentation. Around the eyes, it's an effective brightening treatment."
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Morning application of Vitamin C helps shield the skin from environmental stressors | GETTYApply Vitamin C
"Next, apply a vitamin C serum to your face. Morning application helps shield the skin from environmental stressors such as pollution and free radicals.
"If you're new to vitamin C, the Avon ANEW Maximising Vitamin C Serum is a great starting point, offering 10 per cent vitamin C to boost radiance.
"We recommend using a separate eye cream and face serum, as the skin around the eyes is more delicate and requires lower-potency formulations.
"An expert tip: while many people apply eye cream at the end of their skin care routine, layering other serums first can create a barrier that limits absorption.
"For best results, apply your eye cream to clean, bare skin. This allows the active ingredients to penetrate more effectively and deliver maximum benefit."
Hydrate and moisturise
"Once your vitamin C serum has absorbed, follow with a hydrating serum and a lightweight moisturiser.
"Look for ingredients like hyaluronic acid, glycerine, and ceramides – these are essential for replenishing moisture and soothing mature skin."
Finish off with sunscreen
"Finally, don't skip SPF. Sun protection is vital for all skin types, but especially for mature skin. Daily use of SPF 30 or higher helps prevent fine lines, wrinkles, and sun damage."
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