Key moves: Apply foundation before concealer to mute dark circles and puffiness. "Foundation is less opaque than concealer and gives more uniform coverage," says Geller. Afterward, lightly dot a skin-matching concealer where you still see discoloration. It will blend in more easily over the base. Try E.L.F. Corrective Concealer ($3, eyeslipsface.com), a set of four mix-and-match colors that lets you create the exact shade you need.
4. Pencil It In
You notice: Due to looser skin, your once-flawless liner application now looks like an EKG tracing above your lashes.
Key moves: Line your top lids using a soft — but not too soft — pencil that won't tug at skin. Try Benefit Automatic Eyeliner Duo Pencil in Downtown Brown ($20, sephora.com). Or, wet the bristles of a liner brush and dip it into shadow. Then give a little tautness to the lid by gently pulling the corners back toward the temples, says Carmindy, a makeup artist and the creator of Sally Hansen Natural Beauty. Apply the liner in little dashes across the upper lashes, then connect the line with a smudger, cotton swab, or brush. Avoid thick bands of liner; they close up the eye area. "The tighter the liner hugs your lashes, the more bright-eyed you will look," says Geller.
5. Play with Shadow
You notice: Eye shadow disappears into your lid folds by midday, forming unflattering creases and exposing discoloration.
Key moves: Lid primer can even out the surface and lock in shadow. Consider one of the new two-in-one shadow-plus-base options, such as Too Faced Lock Down Ultimate Creaseless Cream Eye Shadow in Bedroom Eyes ($18.50, sephora.com), or buy a separate primer that goes under your favorite formula. Your shadow color should relate to your skin tone: Beige, taupe, and ivory are all good options once you hit your 40s. Neutrals with subtle — repeat, subtle — luminescence, such as Mark Making Eyes Eyeshadow Duo in Down to Earth ($6, meetmark.com) will have the most eye-brightening effect. Sweep the color up to the crease; you can always add more depth by placing a deeper shade directly in the crease.
6. Get Fringe Benefits
You notice: Putting thickening mascara on thinning lashes makes you look a little too Tammy Faye — not the effect you're after.
Key moves: Once you hit your 40s, you want your mascara to be more lengthening than volumizing, says makeup artist Sandy Linter, Lancôme's Beauty at Every Age expert; heavy, clumpy lashes are not youthful. Choose a formula that's also water-resistant to keep mascara from smudging and flaking. One splurge that delivers a flawless fringe: Lancôme Ôscillation Water-Resistant Mascara ($34, department stores). Mimic its battery-powered lash-lengthening and defining tricks by pressing your own mascara wand against the base of your lashes for a few extra seconds, then jiggling the brush back and forth as you draw it out to the tips. And always curl lashes first. "I'm shocked how many women don't take advantage of this eye-opening, younger-in-a-snap tool," says Freedman.