MAY YOU THRIVE - MOMS & QUEENS ALIKE.

May was a very special month.

For Prime and for the world.

On one hand May brought Mother’s Day, International Day of Families, and International Women’s Day for Peace, on the other Prime reflected this theme of oneness and empowerment in its content and launches.

From mothers to mesmerizing eyes to defying the sun - in typical pro-age style…This digest will make you smile.

Inky Soot Doesn’t Suit You. Banish Under Eye Darkness.

There was a reason why we zeroed in on this topic.

Well, a couple.

First - you. So many of our amazing ladies wrote in asking for ways to clean those shadowy under eyes right up.

Second - we had dropped PrimeEyes Glide - the most requested product in our brand’s history. The world’s first eyeliner for women over 50.

When you added the oomph to your lids and gave love to your lashes, we wanted NOTHING to distract from your panache.

What a sight to behold!

So, how do you get flawless under eyes? Without intrusive procedures!

Look into why you have dark circles. Sometimes it's your body calling for help.
Deep hydration that suits sensitive under eyes.
Finally, color correction. But not the thick goop beauty gurus peddle. The art of bringing light to banish the shadows. Literally.

READ THE FULL GUIDE>>>

There was a reason why we zeroed in on this topic.

Well, a couple.

First - you. So many of our amazing ladies wrote in asking for ways to clean those shadowy under eyes right up.

Second - we had dropped PrimeEyes Glide - the most requested product in our brand’s history. The world’s first eyeliner for women over 50.

When you added the oomph to your lids and gave love to your lashes, we wanted NOTHING to distract from your panache.

What a sight to behold!

So, how do you get flawless under eyes? Without intrusive procedures!

Look into why you have dark circles. Sometimes it's your body calling for help.
Deep hydration that suits sensitive under eyes.
Finally, color correction. But not the thick goop beauty gurus peddle. The art of bringing light to banish the shadows. Literally.

READ THE FULL GUIDE>>>

Make Your Lashes Speak Volumes!

How to Remove Mascara When You’re Over 50

Volumizing mascaras. Love em, hate em… they know how to capture our curiosity.

With over the top names, weird wands (screw, metal, hooked… what’s next) and controversy.

But do volumizing mascaras work? Where does the “volume” come from (Ardell Demi Wispies?).

And should you celebrate this volume… especially when you are over 50?

Mature women have different needs. And companies must innovate to meet them.

In this tell-all post we looked into how volumizing mascaras get the job done, the repercussions for sensitive, dry lashes, and a better way to imbue lashes with real healing and volume.