4.8/5 Excellent | Based on 7675 Reviews
Finally, Makeup Designed for Women Over 50 — Not 20-Year-Olds
Join 260,000+ women worldwide who are feeling confident again with thicker lashes, fuller hair, and glowing skin.
See Why Makeup Changes After 50 →Your body changes as you age.
Your beauty products should too.
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Here's what thousands of women have to say about Rumi
Based on 7675 Reviews
2 days ago
- Verified
People say I look ‘rested’ for the first time in years
Since using the Glow Stick and Mascara, my whole face looks brighter and fresher. Instead of looking tired, I’ve had coworkers tell me I look like I just came back from vacation. It’s simple, but the difference is huge.
Laura Paul
1 day ago
- Verified
The gray spots don’t bother me anymore!
HairMagic+ is a game changer. I used to rush to the salon every few weeks because the regrowth showed so fast. Now I just dab this on, and my hairline looks naturally fuller. No one can tell, it blends perfectly.
Megan Richt
4 days ago
- Verified
Makeup finally looks natural again
Before Rumi, foundation and powders just made my skin look older. With the Glow Stick, it’s the opposite: my skin looks smooth, dewy, and natural. My daughter even asked what skincare I was using!
Janette Ryan
5 days ago
- Verified
I finally get compliments on my lashes again
I thought thinning lashes were just something I had to accept after 50. But VolumeCare+ Mascara makes them look full and lifted all day without smudging. Friends keep asking if I started extensions. It feels amazing to hear that again.
Patricia Erikson
1 day ago
- Verified
It cut my routine in half
I used to dread getting ready because it took so many products. Now with just the Mascara, HairMagic, and Glow Stick, I’m done in 5 minutes. And the best part? My husband keeps saying how radiant I look.
Erica McGrady
3 days ago
- Verified
Strangers actually compliment me now
At the grocery store last week, a woman stopped me to say she loved my glow. That hasn’t happened in decades. Rumi products don’t just sit on the skin, they make me feel confident in my own beauty again.
Kate Hughes
The Truth is: Aging Changes Everything About How Makeup Looks and Feels
Here’s why traditional products stop working as we age:
Hair Thins & Gray Roots Regrow
After 50, hairlines thin and gray roots show faster — leading to constant salon appointments. Old styling tricks often look patchy or fake.
Skin Becomes More Sensitive & Loses Its Glow
Mature skin is thinner and paler. Heavy powders and foundations settle into fine lines, making them more noticeable instead of smoothing them.
Lashes Become Thinner & Shorter
Lashes lose volume and density. Mascara that once worked now smudges, flakes, or disappears by the afternoon.
Most makeup is still made for 20-year-olds.
That’s why so many women over 50 feel like nothing looks right anymore. It’s not you — it’s the formulas.
- Thinning lashes → mascaras clump, smudge, or tug.
- Delicate skin → powders highlight lines instead of smoothing.
- Loss of glow → heavy coverage makes skin look dull.
- Thinning hair → more salon visits, while powders look fake.
- Complicated routines → too many steps, not enough results.
The result? A makeup bag full of products that no longer work — and the belief that beauty after 50 isn’t possible.
Your body changes as you age. Your beauty products should too.
That’s why we created Rumi — a simpler, smarter approach to beauty after 50.
- Restore natural radiance and confidence.
- Nourish lashes, skin, and hair with active ingredients.
- Simplify routines into just a few steps that work.
With Rumi, makeup finally works with your beauty — not against it.
Ends Today | Use 'TRY30' for 30% OFF
Finally, Makeup That Works With Your Beauty After 50
- Designed for women 50+, not 20-year-olds
- Backed by dermatologists & extensive research
- Nourishing formulas for sensitive skin, lashes & hair
- Designed for women 50+, not 20-year-olds
- Backed by dermatologists & research
- Nourishing formulas for sensitive skin, lashes & hair
Explore our best-sellers and see why thousands of women
say Rumi is the first makeup brand that truly gets them.
4.78/5 Excellent
HairMagic+ Hairline Powder
Covers thinning spots and gray roots instantly for a fuller, natural-looking hairline — without endless salon visits.
- Covers thinning spots & grays instantly
- Blends seamlessly with your natural hair
- Saves time & reduces salon visits
- Contains nourishing ingredients
4.82/5 Excellent
VolumeCare+ Mascara
The first serum-infused mascara designed for women over 50. Instantly lifts and defines while nourishing your natural lashes with every use.
- 5x more volume & length instantly
- Active peptides promote lash growth
- No smudging, flaking, or clumping
- Suitable for sensitive eyes
4.85/5 Excellent
BloomBlush+ Color Stick
Skip complicated routines. With BloomBlush+, one swipe brings instant color and vitality to your skin. It’s moisturizing, gentle on sensitive skin, and gives you a natural glow that feels as good as it looks.
- Adds a natural flush of color
- Hydrates and smooths delicate skin
- Multi-use: cheeks, lips, eyelids & more
- Blends easily for a fresh, glowing finish
Ends Today | Use 'TRY30' for 30% OFF
Real Results from Women Like You
Sarah P.
A customer for life
Since using the Glow Stick and Mascara, my whole face looks brighter and fresher. Instead of looking tired, I’ve had coworkers tell me I look like I just came back from vacation. It’s simple, but the difference is huge.
Mary J.
Best mascara I’ve ever used
I’ve tried dozens of mascaras over the years, but this one actually makes my lashes look thicker without clumping. By the end of the day, it still looks fresh — no smudges or flakes.
Linda R.
Finally feel like myself again
The HairMagic Powder has been a lifesaver. My thinning hairline isn’t noticeable anymore, and even my daughter said I look ten years younger. It takes seconds to apply but changes my whole confidence.
Janet L.
It doesn’t look like makeup
I love how natural everything looks. With other products, I always felt caked up, but with Rumi my skin looks like my skin — just brighter and smoother.
Carolyn M.
People ask what has changed
Since adding BloomBlush, I get compliments constantly about looking more “alive” and glowing. It’s such a small change, but it makes me look healthier and more vibrant instantly.
Helen S.
My hairline looks full again
I was so self-conscious about thinning at my temples. The powder blends perfectly and stays all day. I don’t stress about people noticing anymore.
Patricia K.
Compliments from strangers
Wearing the mascara and blush together, I had two different people stop me to tell me I looked beautiful. That hasn’t happened in years.
Donna W.
Quick and easy routine
At 52, I don’t want to spend forever on makeup. With just the mascara and blush, I can be out the door in minutes and still feel put-together.
Margaret H.
Exactly what I’ve been looking for
Other products never worked with my sensitive skin. These don’t irritate at all — and my face actually feels nourished instead of dry or itchy.
Joan B.
This gave me my confidence back
I’d avoided pictures for years because I hated how I looked. After using the mascara and HairMagic, I finally love seeing myself in photos again.
Ruth E.
The only products I trust now
My skin is too delicate for most makeup, but Rumi has been perfect. Everything feels gentle but still makes a big difference. I’ll never go back.
Ends Today | Use 'TRY30' for 30% OFF
We’re On a Mission to Help 100,000,000 Women Over 50 Feel Confident in Their Body Again
Here's where we're at right now:
July 14th, 2025
Expert Advice from Dr. Elaine Carter, Dermatology Specialist & Women’s Health Researcher
“Most women think makeup stops working after 50 because they’re ‘doing something wrong’ — but the truth is, it’s not you, it’s the formulas. Most products are still designed for 20-year-olds, not for the changes your skin, hair, and lashes naturally go through with age.
As estrogen declines, skin becomes thinner and more sensitive, lashes lose density, and hair growth slows — making traditional makeup look heavy, harsh, or unnatural. Instead of enhancing beauty, it often highlights the very changes women want to soften.
Rumi was created with dermatologists and women’s health experts to design formulas that work with your beauty, not against it. Every product is gentle, nourishing, and tailored to mature skin, lashes, and hair — restoring radiance, simplifying routines, and helping women feel like the most confident version of themselves at any age.”
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