EyeCorrect+ Undereye Brightener
Brightens dark circles and erases signs of tiredness in seconds, with a skin-like finish that won't crease.
VolumeCare+ Mascara
Lifts, lengthens & conditions thinning lashes in one coat. Clump-free. Sensitive-eye safe.
As seen in
The Rumi icons
The everyday essentials our community of women 45+ comes back to, again and again.
Brightens dark circles & erases tiredness in seconds.
Shop nowLifts, lengthens & conditions thinning lashes in one coat.
Shop nowCovers greys & fills thinning spots in seconds.
Shop nowFills, shapes & defines sparse brows — smudge-proof all day.
Shop nowReal women. Real results.
Unfiltered before-and-afters and honest words from the women who made Rumi part of their everyday routine.
“I’ve always struggled with dark circles, and most products just sit on top of my skin. This actually blends in beautifully and makes me look instantly more awake.”
More stories
Best eyebrow product after 60!
“I am fair and have always had problems getting a decent eyebrow colour that looks natural. With PowerBrow+ I can build up not only the coverage but also the shade I need to suit my complexion.”
Power lashes OMG!
“This is by far the best mascara I have come across. As a woman of ‘a certain age’ my lashes have been a shadow of what they once were.”
Fuller hairline & my confidence is back!
“My thinning hairline made me feel self-conscious for years. I tried sprays that looked fake and felt sticky, but HairMagic+ changed everything.”
Glad that I tried it
“Seeing it being marketed ‘for older women’ made me curious to try it. And I'm so glad I went for it. It truly is the best mascara I have ever tried.”
Very easy to glide!
“I absolutely love Rumi eyeliner… I have very sensitive eyes but have never had any problems with this product. It glides on and stays put all day.”
My secret weapon between salon visits!
“This powder has literally saved me hundreds of dollars! I used to rush to the salon every 3 weeks for root touch-ups, but with HairMagic+, I easily stretch to 6 weeks.”
Rumi in motion
Unfiltered moments from our product pages: how each best-seller goes on, and the difference it makes in seconds.
Brightens dark circles in seconds
From thin to thick lashes in one coat
Fuller, defined brows in one swipe
Warmth, color & light, restored
Our promise
“It does what it says, or your money back.”
Why Rumi
Skin, lashes, brows and hair change after 45. Every Rumi formula starts from those changes and leaves out what doesn't help.
Textures and pigments built for delicate undereyes, thinner lashes and softer skin.
Hypoallergenic formulas tested for even the most sensitive eyes.
Nourishing actives like biotin, peptides and castor oil. Never tested on animals.
If it doesn't do what it says, you get your money back. Simple.
Shop by collection
Start with what you'd like to restore, from brighter skin to fuller lashes, brows and hair.
13 curated sets
Pair the formulas that work best together, for lashes, brows, hair and skin, and save 10% on every set.
Shop bundles
The Rumi promise
Every Rumi product comes with our money-back promise: if it doesn't do what it says, you get your money back. Simple.
Not the result you hoped for? We'll make it right with a full refund.
Rated 4.8 out of 5 by women who see the difference every day.
Gentle, hypoallergenic formulas made for mature skin and sensitive eyes.
Your satisfaction is our priority
