While ageing is a gift and nothing to be ashamed of, looking younger is the goal for many mature women.
And there are many ways to achieve this, from getting enough sleep to honing your skin care routine to avoiding hair colours that wash you out.
Women can also make an anti-ageing transformation using the power of makeup - and the right pre-makeup hacks.
Saffron Hughes, a makeup artist from FalseEyelashes, spoke exclusively to GB News about how the right products and techniques can provide an instant fix. She urged mature ladies to select their lip balm carefully.
'Lip balms are great in that they can play a role in reducing the signs of ageing'
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The purpose of lip balm is to hydrate the lips and offer healing and restorative purposes.
If your lips are soft and free from dryness and cracks, your lip liner and gloss will also look much better - as long as you don't go for the wrong colour.
The lip balm you use and its key ingredients may also be more important than you realise. Sharing her top tips on selecting the right product, Saffron said: "Lip balms are great in that they can play a role in reducing the signs of ageing.
"However, it's important to pick the right type or you'll have the opposite effect.
"Look for lip balms enriched with nourishing ingredients such as shea or cocoa butter - which boost hydration - and an oil that locks in moisture to heal dry or chapped lips."
A good lip balm will also factor in sun protection. The makeup advised: "It's so important to protect the lips from harmful UV rays, just as we do with our skin.
"Select a lip balm with an SPF of 15 or higher, shielding the lips and preventing the appearance of fine lines caused by sun damage."
The experts at skin care brand Dermal Therapy confirmed the many benefits of a good lip balm.
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'Look for lip balms enriched with nourishing ingredients'
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These include hydration and moisturisation, protection against harsh elements, prevention of chapping and cracking, soothing relief for irritation, exfoliation and cell renewal, and enhancing lip health and appearance.
As well as being diligent with their lip balm application, women can also improve the appearance of their lips by following a dermatologist's daily habit.
Saffron also spoke to GB News about the mascara mistake that ages women over 50, creating "unwanted shadows".
