The best beauty changes to make in your 40s 

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When you hit 40 it's worth rethinking your beauty regime and giving yourself an excuse to invest in products.  For the next ten years your beauty ethos should be about 'skinsurance' by way of creams, tinctures and treatments, and clever cosmetic art for the very best version of yourself.  Without further a do we give you the 13 rules to getting beauty in your forties spot on.

How to get plumper looking skin

The bad news is that your skin-plumping collagen levels just shot down again. In fact they have been decreasing steadily from the age of 25, going down by one per cent each year in during your 30s and then quite rapidly from the time we hit 40.  As a result, it's time to start looking out for products which boost both the cushion-giving collagen in your skin, and the elastin which keeps it springy - ergo you want peptides and a dollop of magic ingredient matrixyl (recently proved by scientists to increase collagen).  Both can be found in ANEW Clinical Lift & Firm Pro Serum, £20 and  Olay Regenerist Daily 3 Point Treatment Cream Moisturiser, below.

Olay Regenerist Daily 3 Point Treatment Cream Moisturiser, £31.49

Add a BB cream into your skincare regime

“Let’s be realistic, no product can reverse the signs of ageing but there are products that can help visibly improve its appearance. BB creams are brilliant as they often blend anti-ageing ingredients, vitamins and SPF to give lightweight coverage and even out mottled skin tone and texture with a natural finish," says Caroline Frazer, Simple’s Skincare & Product Expert. 

Simple Kind To Skin+ Perfecting BB Cream SPF15, £6.29

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Why your should use blusher in your 40s

“Skin brighteners are great for perking up a tired-looking complexion in an instant. I like to tap the radiance cream along the top of cheekbones, cupids bow (this is the soft curve above the lip) and just under the lip," says Fraser.  We love Smashbox's  L.A. Lights Blendable Lip & Cheek Color, below, for instant cheekbones.

Smashbox's  L.A. Lights Blendable Lip & Cheek Color, £26


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Opt for highly pigmented lipstick

"Frosted lipstick can be incredibly ageing. Instead go for pigmented lipsticks with a rich colour to give a contemporary and fresh look," advises Lancome make-up artist Shehla Shaikh.  Celebrity make-up artist Ruby Hammer also adds that you can create fuller looking lips using a liner in a shade that matches your natural lip colour. "Dior do great ones," she says.

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Massage your face every day

"During this time, your skin produces less sebum and your lymphatic system starts to slow down. You might notice puffiness around your cheeks and eyes," says Frazer.  “I’m a big fan of massage. When cleansing, gently move your fingertips in circular motions to get the blood pumping but also to help really cleanse deep down. Again, use your fingers when applying your moisturiser to help move your lymphatic fluid around and really work that product into the skin as it’s important to keep skin fully hydrated.”

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Up your moisturising ante

As estrogen levels drop, so does your skin's moisture which means you'll need a souped up moisturiser now.  Good choices include Vichy's Aqualia Thermal Rich, £18 and for something a little lighter for oilier types, Estee Lauder's  Advanced Time Zone Age Reversing Line/Wrinkle Creme Oil-Free SPF 15, £59, both of which, below, contain hyaluronic acid, our skin's own moisture magnet. 

Vichy's Aqualia Thermal Rich, £20

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Employ a face mask

The fastest growing category in skincare right now, the British beauty consumer isn't wrong in thinking that these power packs masks are doing wonders for our skin. Designed with a more potent ingredient, and a super efficient delivery system, start prescribing your skin with masks as your skin adapts: your mask wardrobe should include versions to deep clean (we rate L'Oreal Paris Pure Clay Detox Mask), hydrate (we like Origins Drink Up Intensive Overnight Mask, £24), soothe (use Avene Soothing Moisture Mask, £11.50) and brighten (try Alpha-H Liquid Gold Smoothing & Perfecting Mask, £48), all below.

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Swap liquid liner for gel liners in your 40s

"Liquid liner in the quick dry latex form can tend to look to hard and graphic," says make-up artist Caroline Barnes. "So opt for gel based liners which can still look strong, while you soften them out a bit."

Maybelline Eye Studio Lasting Drama Gel Liner, £7.99

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Invest in facial treatments

If you haven't enlisted the help of the professionals (firstly why not?) and secondly start now by booking in for regular monthly facials to treat and regulate your skin with a more potent product - a good facialist will also have the wisdom to ensure that you are using the correct targeted skincare that your complexion needs.  While not cheap, Pfeffer SalDebbie Thomas and Skinesis by Sarah Chapman are excellent.  For more serious skin concerns you could up the ante and visit a dermatologist, the best of which reside at Eudelo

Stop using face powder

"Ditch face powder completely now," says Barnes. "Switch to mattifying liquid foundations instead - I love Max Factor's All Day Flawless 3-in-1 Foundation, below, which contains a primer and concealer as well as a matte foundation." And use a good concealer if you want extra coverage adds Hammer.

Max Factor's All Day Flawless 3-in-1 Foundation, £11.99

Max Factor's All Day Flawless 3-in-1 Foundation, £11.99

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Switch bronzers for cream blush in your 40s

Step away from bronzers and go for a slightly more natural skin tone. Embracing the more colourful tones in your skin creates a more youthful flushed effect. Cream blush is the simplest way to enhance that. Hammer agrees that in your forties you need blusher, "as you will look too washed out without it, but whatever you do avoid strong colours. Fuchsia is simply wrong."

L'Oreal Paris Nude Magique BB Blush, £7.99

MAC Cream Colour Base

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Avoid shimmer

"Too much shimmering make-up just highlights lines and wrinkles, so stick to sheen on your nails only," says Hammer.

Swap powder eye colours for creams in your 40s

"Make the switch over to cream eye shadows," explains MAC senior make-up artist Rebecca Butterworth. "Soft satin textures are perfect in your forties, as they're help brighten and illuminate the eye." Try MAC Paintpots. But avoid too much shadow and rely on your lashes to do the definition. "Now's the time to invest in a volume boosting mascara," explains Hammer.