Makeup at Any Age: Expert Tips for Skin That’s Evolving

Makeup tips and application techniques designed to enhance radiance and create a natural, glowing finish

From the LifeMinute.tv Team

January 22, 2026

Creating natural radiance is always in, and to get that look, we love brands that are committed to delivering products that really work for 40+ skin, and iT Cosmetics is a go-to brand to get that everyday makeup look.

Their mission has always been about empowering women to love their skin at every age. Our skin evolves over time, and we want products that work with our skin, not against it. Their brand-new Do it All Sheer Tint Face Balm was designed to enhance your natural radiance and address the needs of mature skin over time. It's a 4-in-1 skincare-makeup hybrid, and it’s a game changer for women in their 40s. The innovative formula that starts as a solid serum transforms into a lightweight texture when applied on the skin. It comes in 15 shades and provides sheer, buildable coverage with a radiant finish, so your skin still looks like your skin.

To use, tap directly into the balm using your fingers or a foundation brush such as the iT Cosmetics #7 brush. Take the brush and start at the center of your face and blend outward onto your face, neck, and décolletage to your desired coverage level.

This formula has a 92% skincare-base, and it includes skin-loving ingredients like collagen peptide, hyaluronic acid, and vitamin E. You can get up to 24-hour hydration while visibly firming and smoothing skin over time. In fact, 91% of users said it minimized the look of fine lines and imperfections. It’s truly unlike anything else on the market right now and it’s perfect for anyone who loves a minimalist routine but still wants real results.

Get it exclusively at Ulta for $34 and follow iT Cosmetics on your favorite social platforms for all the latest news.