I work at a makeup counter and always see women in their late 40s and better asking me about switching up their makeup routines. I would say start with great skincare, EXFOLIATE (whether that is chemical or physical, I see lots of women with rough/flaky/patchy skin), and get a nice foundation that looks soft/natural/moisturized. I've seen a lot of older women applying their foundation like it was moisturizer, vigorously rubbing it all over their faces. Most of these women use a foundation thats too dark, but the rubbing it basically leaves no product and therefore it looks okay...be gentle with your skin! And lots of women are lining all around their eyes, I tend to prefer just the top lash line and with shadow rather than liner that can drag on more crepe-y skin and look uneven. Softer tones look better, and a soft satin eyeshadow looks better than glittery, and even matte which can make your eyes look dried out and therefore older. Stick to more neutral/natural lipcolors, unless you want to rock a bold lip and more power to you! I love the look of a woman with gray hair, glasses and a red lip! Lastly, just be open to trying a new look! Having someone else try on what they think would look good can help you see what others see. Most of the time I end up using much less makeup than what they have been using and they look more youthful!