Amid the lip-syncing and fleeting trends on TikTok, is a growing treasure trove of useful videos going just as viral. Midlife women in their millions can’t get enough of practical online tutorials tailored for ageing skin and long-term beauty solutions.
From skincare myths to Botox truths, these midlife influencers prove that beauty is ageless—and utterly fabulous. Their voices resonate with a generation once overlooked by both the beauty industry and social media but who now hold unparalleled spending power.
Here is a little shout out to five wise beauty influencers inspiring the over forties.
Davina McCall – Midlife Maven of Fitness and Beauty
The award for the longest beauty ambassador partnership in the UK goes to Davina McCall who has been a Garnier Ambassador for 17 years. Now rocking her fifties, she boasts over two million Instagram followers who hang on her every post, whether she’s demystifying menopause or sharing tips on self-confidence and skincare. Last year, Davina bravely opened up about her recovery from a brain tumour, reminding all that it's her authenticity that truly resonates. She’s back, and as upbeat as ever, posting a mix of beauty advice and fitness inspiration. Follow her.
Trinny Woodall – The Queen Of Barefaced Confidence
Does Trinny need an introduction? With 1.4m followers on Instagram, this 60-year-old dynamo is cleaning up on social media. She has mastered the art of connecting with women who felt unseen by the beauty industry. Launching her eponymous beauty brand at 53, Trinny identified—and owned—a gap in the market for women over 35. Fast forward seven years, and her digital-first brand generates £55 million annually. Her feed is packed with chaotic yet delightful clips of unfiltered skincare tips, wardrobe advice, and makeup demos. Trinny doesn’t just sell products; she sells confidence. Follow her.
Bobbi Brown – The 65-Year-Old TikTok Sensation
@justbobbibrown I’ve been getting asked how you can pick your Miracle Balm shade. This was a BTS video of my IG live with Credo from last week. #jonesroadbeauty #cleanbeautytok #miraclebalm #fashionindustry original sound - Bobbi Brown
Make-up legend Bobbi Brown, now 65, thought TikTok was only for dancing teens. Now, she sees it as a platform for beauty empowerment. Through her viral tutorials, she’s building her new brand, Jones Road Beauty, while teaching women over 50 to embrace their ageing beauty with confidence. Her authenticity shines through, whether she’s explaining skincare basics or poking fun at negative reviews. She turned one critique into a viral moment that led to a huge increase in sales. With over 144.7 million views under the hashtag #jonesroadbeauty, this social media powerhouse is redefining beauty norms. Follow her.
Kat James – The Advocate For Ageless Beauty
Of course the over forties love Tik Toker and celebrity make-up artist Kat James who brings over 30 years of expertise to her role as an influencer for midlife women. At 51, she describes herself as a mature skincare and make-up expert, offering refreshingly real tutorials on makeup and accessible skincare routines for mature skin. Her story is as inspiring as her content; after overcoming a 12-year eating disorder and autoimmune diseases, she transformed her life – and now helps others do the same. A bestselling author and former contributor to Vogue, Kat is proof that beauty isn’t just skin deep. It’s a holistic journey no matter your age. Follow her.
Caroline Hirons – Self-Declared Grandmother Of Blogging
Skincare expert and founder of product range Skin Rocks, Caroline Hirons is the ultimate beauty authority. A trained aesthetician, bestselling author and popular vlogger, she’s been debunking skincare myths and calling out questionable trends for over a decade. At 55, her straightforward, no-nonsense approach has earned her millions of loyal followers and cemented her status as a beauty influencer. Whether through her Skin Rocks app or her emerging podcast Glad We Had This Chat, Caroline continues to lead the charge for transparency in beauty. Follow her.
