4.8/5 Excellent | Based on 7675 Reviews
Finally, Eye Makeup Designed for Women Over 50 — Not 20-Year-Olds
Join 260,000+ women who are regaining confidence with fuller lashes, defined eyes, and makeup that actually works for them.
See Why Eyes Change After 50 →Your eyes evolve with 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
Compliments I haven’t heard in years
At 62, I thought my eyes had lost their sparkle. After switching to VolumeCare+ Mascara, friends started asking if I had lash extensions. It feels so good to get compliments again—it’s a little confidence boost every morning.
Laura Paul
1 day ago
- Verified
Finally, something that works after 50
I’ve been a “mascara junkie” for decades—if it’s on the shelf, I’ve tried it. At 57, nothing seemed to work on my thinning lashes. VolumeCare+ is the first that doesn’t clump, smudge, or make me look tired. I actually love wearing mascara again.
Megan Richt
4 days ago
- Verified
My lashes are actually growing back
At 65, I assumed sparse lashes were permanent. LashCare+ Serum has completely changed that. After 8 weeks, I can see new little lashes coming in, and my eyes look more open. I didn’t expect results like this at my age.
Janette Ryan
5 days ago
- Verified
Confidence in a single swipe
I’m 59 and wear glasses every day, so I felt my eyes disappeared. With VolumeCare+ Mascara and LushLine+ Eyeliner, I feel polished instantly. Even my husband noticed and said my eyes look brighter—it gave me back a confidence I didn’t realize I was missing.
Patricia Erikson
1 day ago
- Verified
Eyeliner that doesn’t betray me
At 54, every eyeliner I tried smudged into fine lines by lunchtime. LushLine+ stays put until I remove it at night. I can laugh, cry, and sweat without worrying—I feel secure knowing my makeup isn’t sliding off my face.
Erica McGrady
3 days ago
- Verified
I actually look forward to makeup again
I’m 68 and had given up on mascara because everything made my lashes stiff and fake-looking. VolumeCare+ is different—soft, full, and natural. I caught myself smiling in the mirror the first time I wore it. That hasn’t happened in a long time.
Kate Hughes
The Truth is: Aging Changes Everything About How Eye Makeup Looks and Feels
Here’s why traditional eye makeup stops working as we age:
Hormonal Changes Thin Out Lashes
After 50, hormonal shifts cause lashes to become finer, weaker, and shorter. The mascaras that once gave instant drama now slip off, flake, or leave almost no impact at all.
Eyes & Lids Become More Delicate
With thinner skin and sparse lashes, applying mascara and eyeliner becomes harder. Wands skip across gaps, liners tug or smudge into fine lines, and definition disappears.
No Nourishment in Ordinary Makeup
Most mascaras and eyeliners are just color—they coat without care. But aging lashes and lids need more: nourishing ingredients that strengthen, protect, and restore.
Most eye makeup is still made for 20-year-olds.
That’s why so many women over 50 feel like nothing works anymore. It’s not you—it’s the formulas.
- Hormonal changes thin lashes → leaving them short, weak, and harder to coat.
- Sparse lashes & delicate lids → mascara wands and eyeliners tug, smear, or skip across the skin.
- No nourishment → most products are just paint, offering zero support to fragile lashes.
- Harsh formulas → irritation, watery eyes, and smudges by midday.
- Complex routines → piling on more products still doesn’t restore definition or confidence.
The result? Eyes that feel harder to highlight, makeup that works against you, and the belief that full, defined lashes after 50 just aren’t possible.
Your eyes change as you age. Your beauty products should too.
That’s why we created Rumi’s Eye-Care Collection—a smarter approach designed for mature lashes and lids.
- Rebuild lash strength with nourishing peptides and active ingredients missing from ordinary formulas.
- Enhance definition with mascaras and liners that glide on easily—even on sparse lashes and delicate skin.
- Protect sensitive eyes with gentle, irritation-free formulas made for daily wear.
- Simplify beauty into a 3-step routine that restores confidence without complication.
With Rumi, eye makeup finally works with your beauty—not against it.
Finally, Eye 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
Discover our best-sellers and see why thousands of women say Rumi
is the first eye makeup brand that truly understands mature beauty.
4.78/5 Excellent
VolumeCare+ Mascara
The first serum-infused mascara designed for women over 50. Instantly lifts, lengthens, and defines while nourishing fragile lashes with every use.
- 5x more volume & length instantly
- Active peptides promote lash growth
- No clumps, flakes, or smudges — even on sparse lashes
- Suitable for sensitive eyes
4.82/5 Excellent
LushLine+ Waterproof Eyeliner
Finally — eyeliner designed for delicate, mature lids. Glides on effortlessly, defines instantly, and stays put without tugging or bleeding into fine lines.
- Smooth, precise application on sensitive skin
- Long-lasting, waterproof definition all day
- Gentle formula, safe for sensitive eyes
- Enhances brightness without harsh, heavy lines
4.85/5 Excellent
LashCare+ Eyelash Growth Serum
A nightly lash-strengthening treatment that helps rebuild density, thickness, and resilience over time. Wake up to stronger, healthier lashes every morning.
- Reinforces weak lash roots affected by hormonal changes
- Helps lashes grow fuller and thicker in weeks
- Conditions to reduce fallout when removing makeup
- Easy one-step nightly routine
Ends Today | Use 'TRY30' for 30% OFF
Real Results from Women Like You
Sarah P.
My lashes finally look full again
I thought lash loss was just part of aging. VolumeCare+ gave me thickness I hadn’t seen in years. My friends even asked if I started using extensions—it feels amazing.
Mary J.
Best eyeliner for sensitive eyes
Every eyeliner I tried before tugged or smudged by noon. LushLine+ glides on smoothly, stays put all day, and doesn’t irritate. I finally have definition that lasts.
Linda R.
Compliments I haven’t heard in years
Since starting LashCare+ Serum, my lashes look stronger and darker. Even my daughter noticed and asked what I was using. Getting compliments at 61 feels so good!
Janet L.
Confidence in one swipe
VolumeCare+ Mascara doesn’t clump or flake—it just makes my lashes soft, full, and natural. I feel instantly more polished every morning without overdoing it.
Carolyn M.
Finally, lashes that don’t break
I was losing lashes every time I removed makeup. After using LashCare+ for 6 weeks, my lashes feel stronger and healthier. I no longer dread taking off mascara.
Helen S.
The only mascara that works for me
I’ve tried every brand, but nothing worked on my thinning lashes. VolumeCare+ is different—it lifts, lengthens, and stays fresh all day without smudges. A true game changer.
Patricia K.
People say my eyes look brighter
After combining LashCare+ Serum at night and VolumeCare+ during the day, my eyes look more open. Even my coworkers asked if I was doing something different.
Donna W.
Eyeliner that doesn’t budge
I’m 67, and everything smudged into my fine lines—until now. LushLine+ stays perfect from morning to night. It makes my eyes stand out again.
Margaret H.
Best mascara I’ve used in decades
At 55, I thought my lash days were over. VolumeCare+ brought back fullness I’d forgotten about. I actually love wearing mascara again.
Joan B.
My lashes are growing back!
LashCare+ Serum really works. After 2 months, I noticed new little lashes filling in gaps. I never thought I’d see them again at my age.
Ruth E.
Makeup finally looks natural again
Heavy mascaras always made me look older. VolumeCare+ enhances without clumping or stiffness. My lashes look soft and defined, and I feel like myself again.
Ends Today | Use 'TRY30' for 30% OFF
We’re On a Mission to Help Women Over 50 Fall in Love With Their Eyes Again
Here's where we're at right now:
July 14th, 2025
Expert Advice from Dr. Elaine Carter, Dermatology Specialist & Women’s Health Researcher
“Many women think their mascara or eyeliner stops working after 50 because they’re ‘applying it wrong’ — but the truth is, it’s not you, it’s the formulas. Most eye makeup is still designed for 20-year-olds, not for the hormonal changes that make lashes thinner, shorter, and more fragile with age.
As estrogen declines, lashes lose density and strength, and the delicate skin around the eyes becomes more sensitive. That’s why traditional mascaras clump, flake, or smudge — and why eyeliners tug, bleed into fine lines, or vanish halfway through the day. Instead of enhancing the eyes, most formulas only highlight these challenges.
Rumi was created with dermatologists and women’s health experts to design eye products that finally work with your beauty, not against it. Each formula is nourishing, gentle, and tailored to mature lashes and lids — helping restore volume, define eyes with ease, and give women the confidence that comes from seeing their eyes look alive and expressive again.”
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