Makeup icon Laura Geller, 67, on the biggest mistakes made by women with aging faces

In the world of beauty, makeup artist Laura Geller is something of a legend. Her award-winning cosmetics, from foundations and concealers to eyeliners and lipsticks, are highly coveted on QVC and bestsellers across the internet, with celebrities like Vanna White, Jennie Garth, Kyle Richards and Fran Drescher among her biggest fans. Geller founded the brand in 1997 and, over the years, it has become a favorite of mature shoppers.

Long known as a "pro-aging" advocate, Geller isn't shy about catering to older women. Her products are formulated for mature skin (i.e. nothing cakey or waxy) and they come in sophisticated, timeless colors (no faux freckles or glitter). To further walk the pro-aging walk, Geller's brand exclusively features models over 40 in its marketing.

I talked to the ebullient makeup artist about the best ways to put on your face when you're over a certain age, the most common mistakes she sees mature women make and how we can all look our best in the decades Geller calls "the age of possibility."

Yahoo Shopping: I guess my first question is, what are some of the biggest mistakes you see mature women make with their makeup?

Laura Geller: As we get older, our skin has different needs and that means our makeup should evolve too. One of the biggest missteps I see is holding on to the same products you used decades ago. I always remind women: Meet your skin where you are now. Choosing makeup with nourishing, hydrating formulas makes all the difference in softening the look of dryness, fine lines and discoloration so your makeup goes on smoothly and stays fresh all day.

YS: If you could give mature women one piece of makeup advice, what would it be?

LG: If I could give one piece of advice, it would be this: Wear what makes you feel your best. For some, that's a soft, natural look. For others, it's a full face of glam — and both are beautiful. Makeup should never be about rules; it's about expressing how you feel. At the end of the day, confidence is the most stunning thing you can put on.

YS: A question I get a lot as a beauty editor is, 'What's the best way to prevent makeup from settling into my wrinkles?' Just judging from your products, I feel like you have an answer for this!

LG: I always say: Never skip primer! It's your first line of defense against makeup settling into fine lines and wrinkles. Go for an oil-free formula to help your foundation stay smooth and in place. Our new Spackle SPF Primer is perfect for summer since it helps keep your makeup in place and also protects skin from the sun. I also love baked or water-based foundations because they're lightweight, breathable, and won't cake up. And don't be afraid of setting powder — my Matte Maker is a go-to for keeping everything fresh and locked in.

YS: What's a trick for applying eye makeup as we get into later years? I'm thinking here about the challenges of hooded lids and crepey skin and how eyeliners and shadows seem to melt off more quickly when you're post-40.

LG: When it comes to aging eyes, always remember my "3 Es" trick — meaning, eyeliner, eyelashes and eyebrows. A defined brow frames the face, tight eyeliner along the upper lash line brings back definition in the eye area that often gets lost with age and mascara opens everything up. For hooded or crepey lids, keep shadows light and lifted and use a beige liner on the lower waterline to brighten tired or smaller-looking eyes.

YS: Our lips lose volume as we age. Do you have any techniques to make thinning lips look fuller and plumper?

LG: To make lips look fuller, hydration is key, because dry lips make fine lines more noticeable and cause color to settle and feather. I always prep with a nourishing balm, then line with a clear lip pencil to keep everything in place. It’s like an invisible fence that stops feathering. My go-to is our Modern Classic Invisible Lip Liner — it locks in color without adding heaviness.

YS: Are there specific makeup colors that tend to work better for mature skin? Why?

LG: For mature skin, softer shades are your best friend. I love rosy pinks and peachy tones—they instantly brighten the complexion and bring life back to sallow skin, another issue that comes with aging. I also recommend marbleized formulas; the blend of pigments and tones gives a natural, dimensional glow without looking flat or harsh, like clown makeup. It's all about adding color in a way that feels fresh and effortless.

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