Make-up artist Amy Adams has identified four common make-up habits she says can make faces look older and offered practical alternatives aimed at creating a fresher appearance.
Adams, speaking in a piece published Sept. 8, 2025 in You Magazine and republished by the Daily Mail, said the changes are intended to work with evolving facial structure rather than simply cover it up. She advised replacing heavy concealer with targeted brightener, harsh lower-lash eyeliner with softer eyeshadow, over-plucked brows with fine-stroke brow pens, and crepey eye make-up with blurring primers.
Adams said concealer, used to mask imperfections, can sit in lines and emphasize hollows as facial support diminishes with age. Instead, she recommends applying a cream brightener to strategic zones to reflect light outward and lift the look of the face. She pointed to three common spots that benefit from lightening: the outer corner beneath the eye, the area between the nostril and cheek, and the chin. The brightener she described is blendable, comes in multiple shades and layers with foundation or concealer if needed.
On eye definition, Adams urged people to stop lining the lower lash line with kohl or liquid liner, which she said can accentuate droop in the eye area. She recommended using a soft, neutral brown eyeshadow a couple of shades darker than the natural skin tone to add subtle definition without creating a harsh contrast, and stressed careful blending to avoid a heavy look.
Regarding eyebrows, Adams noted that brows typically thin with age and that over-plucking can remove important facial framework. She favoured fine-tipped brow pens that create hair-like strokes, restoring volume and shape more naturally than flat powders. She acknowledged the technique takes time but said the result is more believable brows; the product she cited is available in multiple shades, including lighter tones for those with greying hair.
For crepey lids and fine lines, Adams recommended a blurring primer or a fine-line filler — a cosmetic product she likened to an "Instagram filter" for skin. Applied alone or beneath make-up, the transparent putty she described can smooth the appearance of eyelids, crow’s-feet and lip lines temporarily without heavier products.
The suggestions reflect a wider trend among make-up professionals to adapt application methods as skin texture and facial contours change. Adams framed the swaps as ways to emphasise light and structure rather than concealment, and she cautioned that topical make-up techniques are cosmetic and temporary. The piece did not claim medical or long-term anti-ageing effects.
The guidance follows growing public interest in non-surgical aesthetic approaches and make-up techniques that aim to refresh appearance without invasive procedures. Adams’s tips were presented alongside product recommendations and practical application notes for readers seeking an updated routine as skin and facial shape evolve.