FASHION
BEAUTY
SKIN
4 min read
Why your lashes disappeared (and why mascara won't bring them back)
4min read
Your lashes didn't just thin out randomly. After 40, estrogen drops. Hair follicles shrink. Lash loss accelerates.
Here's what happens: You reach for mascara. It adds volume—temporarily. But your actual lashes are getting thinner, shorter, and more brittle. You're masking the problem, not fixing it.
Most mascaras are engineered for 20-year-olds with naturally full lashes. They prioritize drama and hold over nourishment. For mature lashes, that's backwards.
What actually works: You need a serum that rebuilds the lash follicle itself. Not a cosmetic solution. A biological one.
Results may vary
Michelle Mason, 54
May 29, 2025
Results may vary
Every mascara brand lied to you about mature lashes
You were sold a product designed for someone else's body.
Most mascaras are engineered for women under 30 with naturally full, elastic lashes. High pigment. Harsh removers. Built for drama, not durability.
Then you hit 40. Your lashes don't need more color—they need to exist again.
After 40, lash loss accelerates. Mascara doesn't reverse that. It masks it. And the tugging required to remove it actually speeds up the thinning.
The solution isn't better mascara. It's a growth serum. And not just any serum. One formulated specifically for mature lash biology.
The 3 ingredients every mature woman's lash serum must have
Mascara for mature lashes needs to do more than just coat and color — it should care. That means instantly lifting, lengthening, and defining your lashes while supporting long-term growth with the kind of nourishing ingredients usually found in high-end lash serums. It should also not be waterproof. At this age, harsh removers and tugging can cause more harm than good.
• Promote hair growth
• Natural ingredients
• Not waterproof (only smudge/sweat proof)
It’s always a red flag if the ingredients aren’t clearly listed. Always check if you see any of the ingredients below. If so, it’s likely a good one—and it will give you the results you’re looking for.
If your lash serum doesn't contain these, it won't work. Period.
What are the best mascaras for 40+ women?
There are countless options for mascaras, but most are not made for mature women. We’ve done the research on all the popular mascaras out there to bring you a top 5 you can actually trust.
#1: smooche
(4.9 / 5)
Ingredients:
Pumpkin seed, Panax Ginseng, Swertia Japonica, Acorus Calamus Root, Serenoa Serrulata Fruit, Vitamin E
Pros
✓ Instantly 5x longer lashes
✓ Contains 4/4 essential ingredients that make a mascara growth promoting
✓ 100% natural
✓ Smudge and sweat proof
✓ Approved by dermatologists
✓ Currently has a Buy 1 Get 1 Free deal
Cons
𐄂 Not the cheapest option
Conclusion
Smooche’s mascara gives instant 4x longer lashes, and also contains all of the essential ingredients that promote hair growth. It’s also not waterproof (but sweat and smudge proof) so it doesn’t damage your lashes. It’s the only one in the list that ticks all boxes for mature women. That’s what makes it an easy number one choice for mature women.
#2 PrimeLash
(4.2 / 5)
Ingredients:
Styrene/acrylates Copolymer, Hydroxyethyl cellulose, Parfum
Pros
✓ Contains some essential ingredients
✓ Works in 14 weeks
✓ Some natural ingredients
Cons
𐄂 Does not promote hair growth
𐄂 Contains parfum
𐄂 Contains alcohol
Conclusion
While this mascara has a few promising ingredients and some natural elements, it ultimately falls short for mature lashes. It doesn’t support real lash growth, and the inclusion of parfum and alcohol can be irritating — especially for more delicate, thinning lashes. It’s not the best choice for women 40+ who need both instant results and long-term care.
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#3 Thrive
(4.0 / 5)
Ingredients:
Alcohol denat, Phenoxyethanol, Ethylhexylglycerin, Acrylate copolymer
Pros
✓ Instant long lashes
✓ Moisturizes hairs
Cons
𐄂 Does not promote hair growth
𐄂 Contains alcohol
𐄂 Expensive
𐄂 Not clinically tested
Conclusion
This mascara delivers instant length and a bit of hydration, but that’s where the benefits end. It lacks any ingredients that support long-term lash growth and includes alcohol, which can be drying — especially for mature lashes. With a high price tag and no clinical testing to back it up, it’s not the best option for women over 40 looking for real, lasting results.
#4 Maybelline
(4.0 / 5)
Ingredients:
Propylene Glycol, Synthetic Fluorphlogopite, PEG-200 Glyceryl Stearate
Pros
✓ Cheap
✓ Popular choice
✓ Long lashes
Cons
𐄂 Not growth promoting
𐄂 Not clinically tested
𐄂 Hard to remove
Conclusion
While it’s affordable and delivers visible length, this mascara doesn’t support lash growth or offer the gentle care mature lashes need. With no clinically tested ingredients and a formula that’s difficult to remove, it’s not ideal for women over 40 looking to protect and enhance their lashes long term.
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#5 TooFaced
(3.9 / 5)
Ingredients:
Polybutene, Eicosene Copolymer, Phenoxyethanol, Polyester-11
Pros
✓ Instant long lashes
✓ Cheap
✓ Popular choice
Cons
𐄂 Flaking
𐄂 Not natural
𐄂 Eye irritation
𐄂 No long term growth
Conclusion
This mascara may be a budget-friendly favorite with instant lengthening effects, but it comes at a cost. The synthetic-heavy formula can cause flaking and irritation, and it offers zero support for long-term lash growth. For mature women seeking both performance and care, this one simply doesn’t measure up.
Conclusion
Since only one of the top 5 ticks all boxes for mature women, it’s an easy choice.
The Smooche Long Lash Mascara clearly stands out in every category. Try it yourself and let us know which mascara you went with and how it changed your life.
Thanks to its unique and effective formula, over 100.000 lashes have grown thanks to smooche.
100%
saw visibly longer lashes instantly
98%
saw visible lash growth in weeks
97%
saw visibly healthier lashes in weeks
Why regular mascara is not for mature women
Longer lashes
Natural formula
Hair growth
Nourishing
Made for 40+
smooche
others
Get longer lashes AND fuller brows in one kit—plus $100 in free bonuses
(4.9 / 5)
Due to overwhelming demand, we've bundled our bestselling lash serum with our brow growth formula. This isn't a "starter set"—it's the complete system mature women are using to reclaim thicker, longer lashes and brows.
What's included:
✓ Lash growth serum (our most-reviewed product)
✓ Brow growth serum (targets sparse, thinning areas)
✓ Premium beauty bag (valued at $39.99)
✓ "The Ultimate Lash & Brow Playbook" e-book (valued at $60)
Your investment: $99.99
Retail value: $199.99
You save: $100
This bundle is only available on this page. Once you leave, the offer resets.
Last 247 kits available today at $99.99
We created this bundle specifically for women who want a complete system—not pieces.
The lash serum alone retails for $59. Add the brow serum ($49), the beauty bag ($39.99), and the playbook ($60), and you're getting $207.99 in products for $99.99.
This pricing only holds while stock lasts. After today's allocation sells, we revert to standard pricing.
Disclaimer: Individual results may vary. Smooche products are for cosmetic use only and are not intended to diagnose, treat, cure, or prevent any medical condition.
This page is a marketing advertorial created for promotional purposes. It is not a news article, blog post, or independent review. Any testimonials or stories are illustrative and may not reflect the experiences of every customer. Results can vary from person to person.