Top 5 simplified skincare tips for women over 40

from a Beauty Expert

Skincare tips for women 40+

  1. Simplify it -  Ignore the trending 12-step skincare routines, they are unnecessary and unsustainable. Consistency is key, choose products with multiple benefits so you can reduce the number of products & time to apply them.


  2. Basic moisturisers won't cut it - Hydration is EVERYTHING when we cross 40. It helps with barrier function, fine lines & wrinkles, elasticity and so much more.


    Moisturisers play a vital role in locking in that hydration but past 40 we need to start looking for products that are bringing a little more to the table than just acting as a locking system. Look for moisturisers that pull their weight in terms of actual hydration.


Check the ingredients of your moisturiser. For a moisturiser that is really pulling it's weight in terms of added hydration, ideally you want to see somewhere between 6-9 of this list of hydrating ingredients in there. The more the better. It's not to say that if it only has 4 or 5 that it isn't helping, it's just not prioritising hydration as much as you might need.


  • Glycerin

  • Butylene glycol

  • Propanediol

  • Pentylene glycol

  • Trehalose

  • Rice Ferment filtrate

  • Urea

  • Serine

  • Sodium hyaluronate

  • Glyceryl acrylate

  • Panthenol

  • Sodium PCA

  • Opuntia ficus-indica Extract


   3. Apply your hydrating serums and moisturisers to damp skin for best results. If you are using a moisturiser on it's own, apply it to damp skin. (not wet, just damp)  It allows the products to harness and pull that water into the skin, further increasing your skins hydration levels.


    4. Ignore the Hype! - Ignore cleansers that say they contain peptides, Niacinamide etc. Cleansers are rinsed off the skin within 30-60 seconds leaving you with little to none of the benefits of the "hero ingredient" they are touting.  It's mainly marketing.


Your active ingredients need to be on your skin long enough to actually get to work, that's why they are best in your serums and moisturisers.  For cleanser just go for something gentle and affordable and ignore the fancy claims they make.


   7. Exfoliate -  a couple of times per week, As we pass 40+ our skin cell turn over slows down. this is why skin can look dull and tired. It can also be a contributing factor to acne and congested skin later in life.


Keep it simple choose an AHA if you have dryer skin, a BHA for oilier and acne prone skin,  and for the sensitive skin category:

dry sensitive skin = AHA made with lactic acid.

Oily or breakout prone sensitive = AHA made with mandelic acid.

Beauty Expert and Product Developer Robyn says less is more for 40+

Her new product is a super multi-tasker.

“The whole idea of less is more, that women shouldn’t be slaves to dozens of skincare products, is what we really believe in,” said Robyn, the 40 year old cosmetic product developer, who has reduced her own skincare routine to just a handful of effective products. Her favourite being the ALL IN Hydra-Smooth Moisturiser from her own skincare range.

This moisturiser is not just for 40+, It's refreshing to see women talking with their mothers, sisters and friends, daughters about how much they love Hydra-Smooth and the difference it's made. To see a  product break through the age divide is amazing.


Robyn says; "The cosmetics industry has made billions from confusing consumers with little to no care for it's customers. We now find that the vast majority of women are overwhelmed and confused by skincare and it's disappointing. To think the big guys in the industry profit off of the very confusion they created is infuriating."


Robyn believes big change needs to happen within the cosmetics industry and has made it her mission to put consumers over profit by simplifying skincare and the number of products needed.

I will never forget what I was told when I questioned why the industry made it so confusing for consumers. - "Why make products with multiple benefits in 1, when they can instead, convince you that you need a 12-step skincare routine and sell you all 12 products."


This is how brands have made a fortune from their customers and hit their new product launch targets every 3 months, although I already knew it deep down, it was still shocking to hear it so plainly by people within the industry.


That is why I'm so proud of the ALL In Hydra-Smooth Moisturiser, knowing we took a stand by refusing to have a new product launch quota every 90 days like most of the industry and instead creating a product that is simple to use, with so many incredible benefits, without the stress of whether it will be suitable for your skin type or whether you can use it with other products in your routine etc.


COABE's Hydra-Smooth moisturiser has been named a finalist for "Best Skincare Product of 2026" by the UK Beauty Awards.


"It's an incredible achievement in it's first year and something we are incredibly proud of, but the customer reviews and feedback is what really makes it our best."

When asked what it feels like, a COABE customer answered in the best possible way, she said;

"I feel like I finally understand how skincare should feel. Once I tried it for a few weeks, It was like, ohhhh, this is how my skin's supposed to feel. Nothing has ever made my skin feel this good and I have tried some of the most expensive products in existence chasing "great skin."

We asked Robyn where her passion for the Cosmetics industry came from and she replied;


“I have always struggled with my confidence, it is something that has held me back throughout my life, I had a lack of confidence in my appearance from a young age, lack of confidence in my ability, and in having a voice for myself. It's something I am continually working on and have been able to improve. However, when it comes to speaking up for others, I have never struggled with that.


When I started COABE,  I realised not only could I improve my own confidence and push myself out of my comfort zone but I could put my protective nature to good use, I could push to make a difference in the industry where it's needed and I could put our customers first.


COABE Which is pronounced Robe but with a C, stands for COnfidence And BEauty


Robyn has always been an advocate for women's confidence since stepping into the cosmetics industry back in 2016, where she would take to social media, bare-faced to display her hormonal acne and show her followers that skin is nothing to be ashamed of. This was a bold move in 2016 when the rest of social media was a wash with unattainable beauty.


"I have a hormonal condition that causes acne breakouts, although thanks to our skincare and to managing my PCOS,  my acne has improved dramatically. I wanted to let women see what real skin looked like, that acne, scars and rosacea was nothing to be ashamed of during a time when filters and Photoshop made it very difficult to get a handle on reality.


"it was very much against the grain of the times but I really do believe in, be the change you want to see."


The confidence building ethos of the brand doesn't end there, they have incorporated confidence-building messages across most of their packaging and even down the sides of some of the products themselves.


"Each product has a different message, it's a little reminder to us all". Our customers are part of the message-choosing process when a new product is being developed. it's a special part of the development for me."

Hydra-Smooth

ALL IN

Hydra-Smooth Moisturiser

All the benefits, none of the faff!

Go ALL IN on your skin with this

multi-tasking moistuirser

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What are people saying?

LIKE A DREAM

My complexion looks brighter after just a few weeks of use! my skin has honestly never felt this lovely and soft. my face is so smooth that makeup goes on like a dream and it feels so luxurious. I can't wait to see the results are like with continued use.

-Liz R

AMAZED!

I have never experienced a moisturiser like it! such a tiny amount goes such a long way, it's so light on the skin but more hydrating than anything i've ever used. I don't think my skin has been this smooth ever.

My dark spots are fading already and my skin just looks radiant.

Now I've experienced it, I never want to be without it.

-Laura Del-Colle


SKIN LOOKS AMAZING

I've been using this moisturiser for approximately 9 months now. It is easily the best moisturiser I have EVER used & I have always used high end brands & it's a fraction of the cost so I'm also saving £'s, plus a little really does go a long way!!

My skin is feeling & looking amazing & is glowing for the first time in a lot of Years.

-Debbie S

SMOOTH AND BEAUTIFUL

I absolutely love this moisturiser. I have used many top brand moisturiser and this is my absolute favorite. It glides on so easily and just makes my skin feel instantly hydrated. A bonus being able to use it around the eye area too. Would 100% recommend.

- Alison T