Can we talk about Prime Day for a minute? Every time it rolls around, I tell myself I'm just going to look. And every time, I end up with a cart full of things I didn't need. So now I do it differently: I make a list first, and I keep it to the beauty products that actually make a difference for skin and hair after 40.
The good news? Prime Day is one of the best times to stock up on the skincare, hair care and makeup we use every day, and to finally try that splurge-worthy serum or gadget you've been eyeing. Below are my favorite finds, from drugstore staples to a few treat-yourself picks, plus how to put them together into a simple routine that works.
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What I Look for in a Prime Day Beauty Deal
A deal is only a deal if you'll actually use it. Here's how I narrowed things down:
- It solves a real midlife skin or hair problem. Dryness, fine lines, dark spots, thinning hair and puffy eyes are the big ones for most of us. Every pick on this list tackles at least one of them.
- The ingredients do the work. Retinol, vitamin C, hyaluronic acid, ceramides, niacinamide and mineral sunscreen are the ingredients that consistently get it right for mature skin.
- It's something I'll go through anyway. Prime Day is a great time to buy a backup of the cleanser or moisturizer you already love.
- The splurges are worth it. If something is pricey, it should either replace a few other products or do something the drugstore versions can't.
Shop My Picks
I've grouped these by skincare, hair, makeup and beauty tech, with a good book at the end for when you need a little midlife pep talk. Prices change constantly during the sale, so click through to see the current price on each one.
My Favorite Amazon Prime Day Beauty Finds
Skincare
La Roche-Posay Toleriane Hydrating Gentle Cleanser
A creamy, gentle cleanser with niacinamide and ceramides that cleans without stripping. Perfect for dry or sensitive skin.
Peter Thomas Roth Anti-Aging Cleansing Gel
A refreshing gel cleanser for days when you want a deeper clean, like after sunscreen and a full face of makeup.
Paula's Choice 2% BHA Liquid Exfoliant
A cult favorite for good reason. This leave-on salicylic acid exfoliant smooths rough texture and keeps pores clear.
ELEMIS Dynamic Resurfacing Facial Pads
Pre-soaked exfoliating pads that make resurfacing easy. Swipe one on for brighter, smoother-looking skin.
Dermalogica Biolumin-C Serum
A vitamin C serum that brightens dull skin and helps fade dark spots. Use it in the morning under your sunscreen.
The Ordinary Hyaluronic Acid 2% + B5
An affordable hydrating serum with ceramides that gives thirsty skin a plumper, smoother look.
Kiehl's Ultra Facial Cream
A classic everyday moisturizer with squalane for long-lasting hydration. Lightweight enough to wear under makeup.
CeraVe Daily Moisturizing Lotion
A big bottle of face and body lotion with hyaluronic acid and ceramides. A budget-friendly staple worth stocking up on.
Olay Regenerist Neck and Face Roller
A firming cream with a built-in roller applicator, made for the neck and chest area we tend to forget.
RoC Retinol Correxion Under Eye Cream
A drugstore retinol eye cream that targets fine lines, dark circles and puffiness.
EltaMD UV Daily SPF Moisturizer
A zinc oxide sunscreen and moisturizer in one, so you never skip SPF. Great for dry skin.
ELEMIS Pro-Collagen Marine Cream SPF 30
A lightweight anti-wrinkle moisturizer with built-in SPF 30. A worthwhile splurge if you want one luxe morning step.
Hair Care
Nutrafol Women's Balance Hair Supplement (45+)
A physician-formulated hair supplement made for women 45+ dealing with thinning hair through and after menopause. Results take a few months, so be patient!
COLOR WOW Money Mist Leave-In Conditioner
A leave-in conditioner that tames frizz and adds glossy shine without weighing hair down.
PRAVANA Intense Therapy Leave-In Spray
A detangling leave-in spray that hydrates dry, color-treated hair. Spritz it on after washing for easy combing.
Bio Ionic Long Barrel Curling Iron
A long barrel makes it easy to create soft, loose waves and a little extra volume, even on longer hair.
Makeup
Urban Decay Naked2 Basics Eyeshadow Palette
Six matte, cool-toned neutrals that are so flattering on mature and hooded eyes. Everything you need for an everyday look.
e.l.f. Perfect 10 Eyeshadow Palette
Ten soft shimmer and matte shades at a can't-beat price. Use the mattes on the lid and save the shimmers for the inner corners.
Beauty Tech
Shark CryoGlow LED Face Mask
An at-home LED mask with red, blue and infrared light, plus cooling for tired under-eyes. The ultimate treat-yourself pick.
A Good Read
Life Reimagined by Barbara Bradley Hagerty
A hopeful, research-backed look at midlife and why it can be the start of something great. The perfect book to read while your face mask works its magic.
How to Build a Simple Routine with These Picks
You don't need all of these at once! If you're starting from scratch, here's an easy way to build a routine that works for skin over 40, one step at a time.
Cleanse gently. Our skin gets drier as we get older, so skip anything that leaves your face feeling tight. A hydrating cleanser like La Roche-Posay Toleriane is a great everyday option, and you can switch to a gel cleanser on days you're wearing more makeup or sunscreen.
Exfoliate a few times a week. Dull, rough texture is one of the first things I noticed changing in my 40s. A leave-on exfoliant like Paula's Choice BHA or a resurfacing pad helps clear away dead skin so everything you put on afterward works better. Start with two or three nights a week and build up from there.
Treat with a serum. Vitamin C in the morning helps with brightness and dark spots, and hyaluronic acid adds a plump, dewy layer of hydration any time of day. Apply serums to slightly damp skin for the best results.
Moisturize, and don't forget your neck. A rich cream locks everything in. The neck and chest often show age before our faces do, so take your moisturizer all the way down. At night, add an eye cream with retinol to help with fine lines and dark circles.
Protect every single morning. If you only buy one thing on this list, make it a daily sunscreen. Sun protection is still the most effective way to prevent new dark spots and wrinkles, and a moisturizer with SPF makes it easy to never skip it.
Give your hair some love, too. Hair often gets finer and drier around menopause. A lightweight leave-in conditioner smooths frizz without weighing hair down, and a long-barrel curling iron makes it easy to add soft, loose waves for more volume. For more ideas, see my easy tips to add volume to fine, thin hair, and if you're thinking about embracing your silver, these women going gray gracefully are so inspiring.
Keep makeup simple. Matte, neutral eyeshadows are the most flattering on mature and hooded eyes, since shimmer can settle into fine lines. A palette like Urban Decay Naked2 Basics covers everything you need, and my one-eyeshadow look for hooded eyes shows you how to use it in just a few minutes.
Tips for Shopping Prime Day Beauty Deals
Make your list ahead of time. Add the products you want to an Amazon list a week or so before the sale. When Prime Day starts, you can check your list instead of scrolling through thousands of deals (and getting distracted by things you don't need, ask me how I know ;)).
Buy from the brand's own store when you can. For skincare especially, look for listings sold by the brand or by Amazon. It's the easiest way to make sure you're getting the real thing.
Stock up on your staples. Cleanser, moisturizer and sunscreen are the products we go through fastest, so a discount on those adds up over the year. It's also a great time to pick up a few beauty gifts for the holidays.
Prime Day FAQ
Do you have to be a Prime member to get Prime Day deals?
Yes, Prime Day deals are for Amazon Prime members. If you're not a member, you can sign up for the Amazon Prime free trial and start shopping the deals right away.
When is Amazon Prime Day?
Amazon's main Prime Day event happens every summer, usually in July. Amazon has also been holding a second Prime member sale in the fall, called Prime Big Deal Days, which is a great time to get a head start on holiday shopping.
What are the best things to buy on Amazon Prime Day?
Prime Day is a great time to buy things you already use and love, especially pricier items that rarely go on sale. For beauty, that means skincare staples you go through regularly, higher-end serums and creams, and beauty tools like curling irons and LED masks.
Can you return beauty products bought on Amazon?
It depends on the product. Some beauty items can be returned, but others, like supplements and some opened products, can't. Check the return policy on each listing before you buy, especially if you're trying something new.
More Beauty Tips for Women Over 40
Looking for more ways to look and feel your best? These posts are a great place to start:
- The Best Lipsticks for Older Women
- How to Do Eye Makeup to Enhance Older Hooded Eyes
- Easy One Eyeshadow Eye Makeup for Older Hooded Eyes
- 15 Easy Tips to Add Volume to Fine, Thin Hair
- 55+ Flattering Haircuts and Hairstyles for Women Over 40
- Eyebrow Tutorial: How to Fill In Thin Brows in a Flash
- The Best Gifts for Women Over 40
Arvinder Mann says
Spent the morning reading the articles—informative and well written.
Thank you