4 Influencers Over 50 Share Their Best Beauty Advice (2025)

It's all about authenticity.

• Allie Hogan

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Aging isn’t one size fits all. Everyone has a different approach, but our favorite is embracing it. In your 50s, you unlock a whole new level of self-understanding and grounded beauty, and we think that’s worth celebrating, which is why we love following influencers over 50 who document living life to their fullest. We asked some of these ladies to share their best beauty advice for their fellow over 50s.

The culminating feeling came in a sentiment from over 50 lifestyle influencer Gillianne Fuller. “Aging isn’t something I’m fighting. I’m embracing it—gracefully, intentionally and on my own terms.” Read on for more specific advice, from skin-care routine tips to their take on makeup trends.

Featured Influencers

• Kat James is a mature beauty influencer
• Lisa Butler Grain is an over 50 influencer
• Lori Altermann is a mature beauty influencer
• Gillianne Fuller is an over 50 lifestyle influencer

Be mindful of the products you’re using

“The best beauty advice I have for women over 50 is to get really mindful about what you’re putting on your skin and in your body. I started paying attention to ingredients I couldn’t pronounce and how they affected my hormones, skin and overall health,” says mature beauty influencer Kat James. “Once I detoxed my routine, my skin care, makeup and food, I noticed a huge shift. My skin looked better, I had more energy, and I actually started aging in reverse.”

Don’t chase trends

James recommends skipping trends that don’t serve you and instead opting for “what really makes you feel vibrant and alive.” Over 50 influencer Lisa Butler Grain advises women to “Choose quality over trends, care deeply for your skin, and invest in rituals—whether it’s a signature lipstick or perfume or a beautiful hair routine—that make you feel uniquely you.” In her eyes, “Sophistication is quiet power, and the most radiant women are those who lead with grace, self-assurance, and their own sense of classic style.”

Never leave your bedroom without sunscreen

This tip from mature beauty influencer Lori Altermann may sound dramatic, but she notes that “If plants can get sun inside of a house, so can your skin.” She loves using PCA Skin Weightless Protection Broad Spectrum SPF 45 ($50) for her daily sunscreen needs. Over 50 lifestyle influencer Gillianne Fuller agrees sunscreen is non-negotiable. “I don’t care what the weather is doing; I put it on every day.”

Keep your routine simple

Fuller feels less is more. “When asked about my beauty routine, the first thing I always say is: ‘keep it simple,’” she tells us. “I’ve never been the type to follow every new skin-care trend or buy the entire shelf of products—and I think that’s worked in my favor.” Find what works for you and stick with that.

“My mom and grandmother both had (and still have) beautiful skin. “They didn’t do 10-step skin-care routines or have drawers full of serums. That natural, intentional approach stuck with me,” says Fuller. For example, at night, Fuller says she only uses Estée Lauder products. “I don’t overthink it.”

Maintain a healthy weight—whatever that means for you

Everybody is different, and that should be honored in your beauty goals. Altermann recommends not getting too thin for your frame, especially in the face. “A thinner face looks older. If you look at younger kids, their faces are full of collagen, and they look younger because of it,” she says. However, if you can’t keep the weight on your face, she notes that there are makeup techniques that can help add fullness to the face.

Don’t feel pressure to wear makeup

To each their own, and if you love a full face of glam, we love that for you, but you shouldn’t feel pressure to wear makeup daily if that’s not your thing. “I rarely wear makeup unless I’m going to an event or something special. I love letting my skin breathe and hydrate,” says Fuller. “That’s what makes me feel beautiful—being at peace with my face as it is, knowing I’m taking care of it in a way that feels natural and sustainable.”

Stay hydrated

“Hydration shows up in your skin, in your energy, and in how you carry yourself,” says Fuller. She says she’s always consumed a lot of water and avoided soda, which she thinks has benefited her skin.

Lean into authenticity

“My best beauty advice for women over 50 is to embrace the elegance of authenticity,” says Grain. “True beauty at this stage isn’t about turning back the clock—it’s about standing confidently in your own timeless essence.”