BESTSELLER
NEW COLORS
Primelash Mascara
#1 TUBING
#1 TUBING
MASCARA FOR MATURE WOMEN
3x length & definition. Water-resistant. Clump-free. In 7 iconic shades.
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Viral PrimeLash Mascara now in NEW Royal Blue
Meet the royal-inspired lash trend of 2026. Made for brighter eyes & bolder gaze. Also available in the viral PrimeEyes Glide Eyeliner.
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PRO-AGE MAKE-UP: TURNING WRINKLES INTO SMILE LINES
Use our deeply-researched pro-age make-up to look & feel like your best version yet
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Every Product Made for Sensitive Skin & Eyes
BESTSELLER
Smooth, uninterrupted lines, even on mature lids. Easy to apply and smudge-proof.
BESTSELLER
NEW COLORS
Illuminating eyeshadow designed for women over 50. Lifting, radiant and bright.
TRUSTED BY OVER
2 MILLION WOMEN
Originally developed to help cancer survivors regain their confidence, Prime Prometics’ best-sellers are now the gold standard for pro-age make-up & skincare.
In a world that pushes women to fight aging, we help them celebrate it.
Our high-performance products enhance mature beauty instantly, while also protecting it for the decades to come.
Cosmetics with Heart™
$2.7 million donated
We recognize that breast cancer impacts not just physical health, but also a woman's confidence, identity, and sense of community. Our commitment is to stand with women affected by breast cancer, providing tangible support that uplifts, empowers, and reminds them that they are never alone.
I like PrimasLash
Mascara a lot!
It provides good definition without being clumpy. And the elongation, oh my, it's the best mascara I've ever used & I'm 62 yrs old and I have tried many mascaras. I will be ordering PrimeLash again!
PrimeLash Mascara
PrimeEyes Brightener feels like a little miracle in a tube
As someone who’s struggled with tired, weary-looking eyes, this creamy texture is a welcome change from messy powder shadows. It’s such an easy and effective way to bring a little lift and brightness to my eyes.
PrimeEyes Eye Brightener
This eyeliner literally glides on like butter
I love that it's water resistant and hypoallergenic. The buildable formula allows me to work up the intensity that I want and the smudger on the other side has saved me multiple times when I needed to blend the pigment away.
PrimeEyes Glide Eyeliner
PRODUCTS MADE TO LOVE MATURE SKIN, LASHES & LIPS
Our high-performance, hydrating and safe formulas mean you don’t have to choose between instant results and lasting care.
Your beauty is our duty - 100% Satisfaction Assured!
Each Prime product comes with an iron-clad 30-day money back guarantee. No questions asked.
30-Day Money Back Guarantee
Claim a refund, even if the tube is empty.
40,000+ Rave Reviews
Mature women agree, Prime is the best they’ve had!
No Disappointments, Ever
We turn sceptics into fans. Products work as advertised.