Granted, getting a face-lift and submitting to Botox injections will help combat the signs of aging. And fortunately for the scalpel- and syringe-shy, there are also an army of potions and lotions designed to preserve, or at least emulate, the glow of youth. But try as we might, the fact remains that our skin simply isn’t the same at 50 as it was when we were 15. And since our skin does change over time, it’s only natural that our makeup should change, too—such is the rationale for Revlon’s Vital Radiance, the first major color cosmetics line created specifically for women over 50.

“Our research revealed that the over-50 woman was using less of certain cosmetics categories, such as eye products, because the current offerings weren’t working for her,” says Stephanie Klein Peponis, executive vice president and chief marketing officer for Revlon. “She was looking for someone to hear, understand, and fulfill her cosmetic needs. We heard her, and with Vital Radiance, we’re thrilled to offer the 50-plus woman a full line of cosmetics that meet her needs and allow her to have all the fun and benefits of makeup and beauty.”

Unlike some anti-aging products that make improbable claims, Vital Radiance is designed to work with mature skin, evening out tone and filling in fine lines and wrinkles. As Revlon public relations manager Daniela Maron explains, “Vital Radiance celebrates 50 plus women and who they are now.” Its Prepare + Color + Finish system—which launched in January and is being touted as a complete makeup solution—includes standout products such as the Smoothing Face Primer ($18.50; drugstore.com), Moisture Covering Compact Makeup ($20), HydraSmooth Under-Eye Concealer ($17.50), and Moisture Boosting Lipcolor ($14.50 each, shown). What’s more, Revlon is also reaching out to its Vital Radiance customers via an online community at Vitalradiance.com and through a toll-free line staffed with makeup specialists.

Since the oldest of the 79 million U.S. baby boomers will turn 60 this year and the youngest have just turned 40, Vital Radiance couldn’t have hit the shelves at a better time. Indeed, modern maturity has never looked so good! —Marissa Kristal