"Despite nearly two decades of makeup use, I would say it wasn’t until I hit my 30s that I really started to feel confident and assured in the products I was choosing. My teens and early 20s were built off of makeup looks inspired by YouTube vloggers of the time. They often emphasized a massive cat eye, a ton of concealer, and powder on top.
Because of that, I’ve appreciated the current cultural trend that seems to put a larger emphasis on letting your skin shine through. More people are letting makeup emphasize their natural beauty instead of covering it up. But, even with a more minimalist routine taking the makeup spotlight, I’ve still found that I am constantly being targeted by new types of products. And, in a decade of life where I’m really trying to streamline everything, I’m ready to take out the excess steps for a simpler routine.
With that in mind, I spoke with Pilar DeMann at Pilar Beauty. She has over 30 years of beauty industry expertise specializing in brows and makeup artistry. The owner of her own studio, DeMann puts an emphasis on a simple routine for everyone, regardless of age. And I spoke with her specifically about what products actually make a difference in your 30s.
Pilar DeMann, Beauty & Brow Expert
Pilar brings over 30 years of beauty industry experience, specializing in brows and natural makeup artistry. Pilar’s philosophy—“less is more”—shapes her signature approach to beauty. Known for her clean, natural aesthetic, she crafts effortless looks that highlight her clients’ features without overwhelming them.
Start With a Good Skincare Base
DeMann and I share a similar philosophy, which is that your skincare is going to make the biggest difference, no matter what makeup you put on top. “Good skin is the foundation of looking good,” she shared. For makeup in your 30s, she recommends focusing on hydration and sun protection as a base layer. Then, add in further treatments like Retinol in your 40s.
Personally, I’ve found that a great serum and face oil are key. I swear by the Vintner’s Daughter Active Botanical Serum as a starting base for my makeup. It hydrates my dry skin without ever feeling greasy or messing with the products I put on top (including sunscreen). It also leaves my skin looking better over time, using just a few drops. Underneath, I like to use a vitamin C serum, like the Westman Atelier Supreme C Serum or the Drunk Elephant C-Luma Hydrabright Serum.
Product Recommendations
Protect Your Skin with Sunscreen
It’s 2025, so it’s no secret that protecting your skin from the sun is of the utmost importance. Even if your makeup products contain sunscreen, starting with a base of SPF is going to be key here.
DeMann shared that this step in particular is really up to personal preference on the type of formulation you’re looking for. And that there are plenty of options to choose from! “There are tons [of sunscreen options out] there, but in your 30s, it’s a must. It will save your skin when you are 50.”
I’ve found that mineral sunscreens can not only be a great first step, but they also work as a primer underneath makeup. Options like the Ultra Violette Future Screen, the Ciele Prime + PROTECT SPF 30, and Sarah Creal Brilliant Repair Shield Illuminating Sunscreen add just the slightest bit of a blurring effect. So you can easily wear them alone with just concealer if you want to forgo foundation altogether.
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Use the Right Tools
For DeMann, using the right tools for your makeup in your 30s is also key. For example, she shared her praise for the Tweezerman Eyelash Curler, which helps curl your lashes to give more emphasis to any mascara. Additionally, she recommends looking for a foundation brush. “They are usually paddle-shaped and beveled so the makeup can go on evenly and naturally,” she shared.
I personally love using brushes and sponges that can be used in multiple ways. For example, I’ve traveled with just Saie’s The Big Brush and the Ciele Sponge before and have been able to use them for everything from blending in foundation and concealer to applying blush and bronzer.
Product Recommendations
Buildable Makeup Foundation for Your 30s
While many people would share foundation as a must-have step for your routine, DeMann isn’t so quick to say so. “I am [actually] not a lover of foundation,” she explained. “I think less is more, and certainly when you’re 30, I don’t think you need to cover your skin.”
She did, however, say that when she does use foundation, she finds the cult-classic Armani Beauty Luminous Silk Foundation to be the best on the market. She specifically remarked on its pigmentation and buildability. As for myself, I have a similar philosophy. I personally like the look of a skin tint or foundation for evening out my skin tone to provide a base for the rest of my makeup.
However, nothing bothers me more than the look of a “heavy” foundation. For that reason, I like to use lighter coverage, buildable formulas that can be applied to the level I need. My everyday favorites are the Merit The Minimalist Complexion Stick, Ciele Tint + PROTECTION SPF 50+, and Lisa Eldridge Enhancing Skin Tint. They all can be applied with fingers, a sponge, or a brush and built up from nearly sheer to medium coverage. Out of the three, the Ciele, in particular, provides the most pigmentation but never looks heavy on your complexion.
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A Tried-and-True Concealer
I have genetic dark circles, so the only way I can avoid getting asked if I’m tired on a daily basis is a corrector and concealer. (The answer is yes, but that’s not where 90 percent of the darkness is coming from.) DeMann recommends the Saie Slip Tint Concealer, a wet formula where you “need very little, but it’s pure magic.” She also likes using the Jones Road Face Pencil for how easy it is to use.
After trying dozens of concealers over the years, I’ve found the Sarah Creal Face Flex Concealer & Complexion Enhancer and Tower 28 Swipe Serum Concealer to be my two standouts. They provide coverage while never emphasizing dry lines or fine lines under the eyes. Both are also very versatile and pigmented. They work just as well covering redness or dark spots as they do underneath the eyes.
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Brow Makeup Products for Your 30s
As a brow artist, it should come as no surprise that DeMann is a big fan of products that emphasize your eyebrows! “Usually, I am a brow powder girl, since it goes on fluffier and looks more natural,” she said. “My favorite combo is a bit of powder, then fill with a tinted gel.”
I’m a child of the 90s who went through a period where I massively overplucked my brows. So I can attest to how well this combo works for filling in sparseness. All while still looking natural and not drawn-in. For a more perfected 30-something makeup look, I have yet to find a brow pencil that works as well as the fan-favorite Anastasia Brow Wiz.
Product Recommendations
Multi-Tasking Cheek Products
Bright cheeks are having a real moment, and DeMann shared that it’s one of her favorite looks. “I love bright color cheeks to really wake up the face,” she shared. “Saie Beauty makes my absolute favorite liquid cheek color. It adds sheer, buildable pigment and lets cheeks have color without matting and drying.”
As a busy mom, I’ve found that cheek products that can do double duty are particularly useful. Cream and liquid products that can be used on the cheeks, lips, and eyelids are a must for me. I appreciate their versatility and buildability. Like DeMann, I love the Saie Dew Blush, along with the Merit Flush Balm, since they can easily be built up or reapplied throughout the day.
Product Recommendations
A Long-Lasting Mascara
When it comes to mascara, DeMann was quick to recommend a tubing mascara. This type of mascara uses a unique formula to create polymer tubes around each individual lash. This not only creates a long-lasting effect but also coats each lash in pigment to give it a particularly defined look.
In my opinion, it’s also the longest-lasting, smudge-proof type of mascara out there. And it can easily be removed with a cleansing oil at the end of the day. Take it from someone who lives in a humid climate—a tubing mascara will change the game for you.
For a more dramatic look, the Hourglass Unlocked Mascara and Caliray Tubing Mascara are both great options, while the Merit Lengthening Mascara provides a slightly more subtle look for everyday. Either way, make sure to use an eyelash curler ahead of time for ultimate definition and curl.
Product Recommendations
A Nourishing Lip Product
There’s certainly room in everyone’s makeup arsenal for a dramatic, long-lasting liquid lip. But I personally believe a nourishing color is ideal for everyday. And DeMann agreed, recommending a tinted balm for a sheer, moisturizing wash of color. She loves the Burt’s Bees Tinted Lip Balm so much she keeps one in her desk, one in her car, and one in her purse!
Personally, my lips are incredibly dry no matter what climate or time of year, so anything with pigment and hydration is key. While a moisturizing lip may not last as long as a stain, my lips always look more plump and less cracked because of it. My personal favorites have been the Vieve Lip Dew and Iris & Romeo Weekend Skin Moisture Lip Balm. They both pack a surprising amount of color pay off for how dewy they are.
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Morgan Flaherty, Contributing Writer
Morgan is full-time writer, editor, and mom. Along with her work as a contributing writer for The Everymom on all things Disney World, beauty products, and the latest fashion trends, her writing has appeared in Well + Good, InStyle, Scary Mommy, Byrdie, and Baby Chick.