TECH TALK: AN EYELINER FOR 40+ EYES
Let’s be honest: traditional eyeliner just stopped working at a certain point. It’s why, and how, we developed EYES UP.
1. Hooded Lids & Transfer Marks
Most formulas migrate onto your upper lids—not anyone’s favorite look.
Our EYES UP Promise: A truly transfer-proof formula that stays exactly where you put it.
2. Softness That Turns Messy
We love a creamy pencil for delicate skin—until that softness smears into a hot mess by midday.
Our EYES UP Promise: A smooth-gliding kajal that’s gentle to apply, allows time to play, then sets for 24 hours.
3. Shades That Feel Too Harsh
We left our goth era in the ’90s but sparse lashes and deep, inky liners can look stark and severe.
Our EYES UP Promise: Six sophisticated shades provide wearable options—from soft to deep definition and rich shimmer—so you can personalize your look and intensity.
4. Complex Routines, Compromised Wear
Eye creams, rich concealers, and moisturizers can break down most eyeliners.
Our EYES UP Promise: A waterproof, smudge-proof, life-proof liner clinically proven on women 40+ to play well in your routine.
5. No Updated How-To's. It’s time to reclaim your liner!
Somewhere along the way, eyeliner stopped working for us. Our eye shape changed, our skin texture shifted, our routines evolved—but the formulas and the advice didn’t. No brands have shown us how to adapt our liner look for right now, so many of us just gave it up.
Our EYES UP Promise: We’ve created step-by-step tutorials for every look: Everyday Eye, Elevated Eye, and Intense Eye.