As we get older, our skin inevitably changes. Cue fine lines, a loss in collagen and drier texture. With these changes, our skincare routine requires an upgrade — and so does our makeup routines. Whether that’s introducing more flattering techniques or refreshing your daily rotation of products, it’s time to adapt.
Luckily, you don’t have to dive in clueless. Celebrity makeup artist Ash K Holm is the woman responsible for creating flawless looks on women over 40, working with the likes of Demi Moore, JLo, Eva Longoria - and of course, the Kardashians, including Kim and Kris. She’s spoken exclusively to GH about the makeup changes she knows are guaranteed to make skin look younger and glowier immediately, and all the ageing mistakes to kick out of your regime, right now.
Eager to learn more? Here are Ash’s seven golden rules for anti-ageing makeup, as seen on her ageless A-list clientele. Best of all, none of her insider tricks need a Hollywood budget.
1. Hydrate your skin well
While good products play a key role, flawless makeup starts with proper prep. As Ash says: ‘Makeup will always sit better on beautifully plump, moisturised skin.’ Outlining the prepping technique she uses with her A-list clientele, she explains: ‘Always start with a rich moisturiser and a smoothing primer. Give the moisturiser a few minutes to absorb — hydrated skin means less settling into fine lines and a smoother canvas for foundation.’
One of her favourites can be picked up for under a tenner, and does two jobs in one. ‘I like Neutrogena Hydro Boost Water Gel Moisturiser,’ she tells us. ‘Not only is it a great moisturiser, but it also acts as a foundation primer as well. It features hyaluronic acid, which is the best ingredient to instantly plump skin and smooth out lines.’
2. Choose lightweight, radiant formulas
Foundation is one of those products that can make or break a look – whether you’re facing the red carpet flash bulbs or not. As Ash warns, ‘Heavy matte foundations can settle into lines.’ Instead, Ash recommends something lighter: ‘‘Look for light-to-medium coverage, hydrating foundations with a natural, radiant finish. I love formulas with skincare benefits, like hyaluronic acid or peptides, to keep skin fresh and dewy.’
One of her top picks comes in at an affordable price. ‘I would recommend the Morphe Lightform Extended Hydration Foundation,’ she says. ‘It feels weightless and maintains the skin's moisture barrier for 16 hours.’
3. Get a ‘facelift’ from blusher
Ash’s celebrity clients keep fans guessing about their ageless appearance, and much of that could be down to one makeup product: blusher. The youth-enhancing effect starts by swapping out matte formulas, Ash says. ‘Using a cream formula instead will bring a youthful flush and blend seamlessly.’
However, the real magic comes from Ash’s clever application tweak that can fake a facelift effect. ‘I like to apply blush slightly higher on the cheeks and blend it upward toward the temples. It gives an instant lifted effect without any needles!’ she says.
The cost of a refreshed face? Just £20. ‘I recommend the Morphe Cheek Thrills Multi-Finish Face Trio. This has 3 different formulas, which is great to layer and add dimension to skin for that lifting effect.’
4. Switch up your eye makeup
Ash believes that making tiny tweaks to your eye makeup can completely transform your look, leaving you looking younger in seconds.‘Firstly, swap harsh black liners for softer browns or charcoal, and smudge the product gently along the lash line for definition without looking heavy,’ says Ash. ‘I love Pixi’s Endless Silky Eye Pen. It’s so creamy, it’s waterproof, and stays on once you smudge it out.’
To finish the look, ‘curl your lashes and add a soft, lengthening mascara — this will instantly lift the whole face.’
5. Avoid this common mistake
When asked what the number one mistake people make with makeup as they get older, Ash tells us: ‘Over powdering!’
‘Too much powder can accentuate texture and fine lines — I always tell my clients that glow is more youthful than a flat matte finish,’ she adds.
There’s no need to toss your powder; just use less: ‘Powders aren’t off-limits — just use them sparingly and strategically. I like a light dusting only where needed, like the T-zone, with a finely milled translucent powder to avoid settling into lines,’ she says.
‘The Hourglass Veil Translucent Setting Powder is great for this. Or, for something more smoothing, try Kosas Cloud Set Setting Powder.’
6. When in doubt, opt for neutrals
Colourful makeup can be fun, but something ageless Ash says you can’t go wrong with neutrals.
‘Warm, neutral tones flatter everyone — think soft browns, peachy pinks, rose tones, and warm mauves. For lips, creamy pinks, rosy nudes, and sheer berry shades give a healthy, youthful look.’
‘I love the Refy Blur Liner. All the shades are very natural and work for all skin tones. They give the lip a pouty, natural look,’ she adds.
7. Spend smart, not more
As a celebrity MUA, Ash is well served for luxury makeup products, but she believes a high street buy can be up there with the very best. When we asked her to list the one essential product every woman over 40 should have in her makeup bag, Ash surprised us with a total bargain that costs well under £10.
‘I always recommend Maybelline’s Instant Anti-Age Eraser,’ she tells us. ‘This concealer moisturises the skin for 12 hours and is crease-proof. Something about the creamy formula that looks youthful and hydrating. It brightens under-eyes and smooths out discolouration without emphasising texture — an instant refresh in a swipe.’ And at that price, it’s a total no-brainer.
You can find more of Ash’s brilliant tips and red carpet looks on her Instagram here.
