For older women, beauty trends can be a no-win situation. While many wish to just age “naturally,” foregoing extensive cosmetic interventions or heavy makeup, marketing trends and fashion websites, social media, and magazines all seem to conspire in promoting “anti-aging,” even if that’s something literally no older woman can achieve. If we’re not aging, then we’re dead. However, there seem to be some new trends taking hold that downplay the need to pretend you’re a younger version of yourself and that promote- even celebrate- the natural evolution of an aging face.

Marie Claire recently ran an article entitled, “Why the ‘Keep Your Lower Bleph’ Trend Is a Quiet Rebellion Against Perfection.” Detailing a new trend on TikTok that suggests women (both young and older) forget about the dark circles or eye bags under their eyes, the article proposes that women are exhausted with the pressure to appear flawless. As the article makes clear, “Every fine line, dark circle, and eye bag is a souvenir from a life fully lived.” Similarly, beauty entrepreneur Bobbi Brown (who began and then sold her eponymous business “Bobbi Brown,” and then subsequently started the successful makeup company Jones Road) makes clear that her face tells a story. As she proclaims, “There are days I think I actually look pretty good as me…I also see a full life I’ve lived. My dark circles are probably from staying up too late building not one but two beauty brands. My sunspots, though I’m much better at wearing sunscreen now, are from summers filled with fun and joy…I never want to erase the years I’ve lived. Every chapter, the hard ones and the joyful ones, is written on my face. And that’s okay.” You can read more about her journey, both personally and professionally, in her new memoir, Still Bobbi: A Master Class in Resilience and Reinvention, and find out here why middle-aged and older women adore her minimalist make-up brand Jones Road.

For those who are not quite so happy with what they see in their mirror, there is also a trend to embrace less invasive cosmetic procedures that can produce impressive results yet cause minimal downtime for healing or pose little risk. If you’re not in search of results that leave you with the visage of a 25-year-old, but rather seeking a better version of your own face, these procedures include Softwave (favored, in fact, by Bobbi Brown), EMFACE, and skin boosters that stimulate collagen. While Botox is still very popular, many women are looking for a low-key, natural look that tightens without distorting.

There continue to be many sources of product recommendations, makeup tutorials, and words of wisdom that want to take care of mature skin and perhaps enhance features with a little makeup without looking clownish. These sources can provide you with the confidence and knowledge it takes to update your makeup routine for your current face. So, for some sources of support, look here: There’s Erica Taylor, an almost 50 makeup artist with over 1.5 million followers on Instagram, who will show you what works, and what doesn’t, on older faces. Then there’s a new column on Yahoo called Face Time, dedicated to the beauty questions of women over 40. The New York Times Style magazine recently featured a tutorial on how to apply makeup to mature skin, while CNN recently revealed its own makeup secrets for women over 50. Finally, clear your bathroom counter because a recent article in New York Magazine, as part of its “Wrinkles Week,” shared every last skin care trick and tip from dermatologists and makeup experts.