The 5 Skincare Mistakes Women Over 40 Make (And Exactly How to Fix Them)
By Bridget van Herk, Formulating Chemist & Founder of Bridget Black
In twenty years of formulating skincare and talking to women about their skin, I've heard the same frustrations over and over again.
"I've tried everything." "Nothing works for me anymore." "My skin used to be so easy."
And almost every single time, when I ask a few questions about what they're actually doing and using, I find the same handful of mistakes. Not because these women aren't trying — they're trying incredibly hard. But because the skincare industry is very good at selling products and very bad at giving honest, practical guidance.
So here it is. No agenda. No upselling. Just the truth about what I see most often — and what to do instead.
Mistake 1: Using the same routine you had in your 30s
Your skin at 42 is not the same skin you had at 32. Oestrogen levels change, collagen production slows, the moisture barrier weakens. A routine that worked beautifully a decade ago may now be actively working against you.
The lightweight gel moisturiser that was perfect for your combination skin in your 30s is probably not delivering enough hydration now. The foaming cleanser you've used for years may be stripping more than it should. The exfoliant you use three times a week might be too much for skin that has become more sensitive.
The fix: Reassess. Not everything needs to change, but look at your routine with fresh eyes. Is your skin actually thriving, or are you just used to it feeling a certain way? Richer hydration, a gentler cleanser and a more targeted approach to active ingredients will almost always make a significant difference.
Mistake 2: Skipping the serum
I understand why it happens. Serums feel like an optional extra — an added expense, an added step, something you'll start doing "properly" one day. But for women over 40, a well-formulated serum is not optional. It is the most important product in your routine.
Moisturisers work at the surface. Serums — the good ones — work deeper, delivering concentrated active ingredients where your skin actually needs them. Niacinamide for barrier repair and brightening. Hyaluronic acid for deep hydration. Retinol for collagen stimulation. These are the ingredients that create real, visible change.
The fix: Commit to one targeted serum and use it consistently, morning and night, for at least six weeks before you judge whether it's working. Consistency is everything with serums.
Mistake 3: Over-exfoliating
More is not more when it comes to exfoliation — especially for mature skin. I see this constantly: women who are exfoliating four, five, six times a week because they want that glow, and who are actually creating chronic low-grade inflammation that accelerates skin ageing.
Signs you're over-exfoliating: persistent redness, sensitivity to products that never bothered you before, skin that feels tight and looks shiny rather than dewy, breakouts in unusual places.
The fix: Pull back to once or twice a week. Choose a gentle AHA — lactic acid is my preference for mature skin — over harsh physical scrubs. And always, always follow exfoliation with hydration and SPF.
Mistake 4: Ignoring your neck and décolletage
Your face gets all the attention. Your neck and chest get whatever is left over, if anything at all. And then one day you notice the disconnect — and it bothers you.
The skin on your neck is thinner than facial skin and has fewer oil glands, making it more prone to dryness and showing signs of ageing earlier. Yet most women's skincare routine stops at the jawline.
The fix: When you apply your serum and moisturiser, keep going. Down the neck, over the décolletage. It takes five extra seconds and makes a genuine long-term difference.
Mistake 5: Expecting overnight results
I wish I could promise you a miracle in a jar. I won't, because that's not who I am and that's not how skin works. Real, meaningful improvement in skin takes time — typically four to twelve weeks of consistent use before you see significant change.
The problem is that most women give a product two weeks, decide it isn't working, and move on to the next thing. Which means their skin is in a permanent state of adjustment and never actually gets the chance to respond.
The fix: Choose your products thoughtfully, commit to them for at least six weeks, and take photos so you can actually see the change that's happening — because it's often more gradual than we notice day to day.
Your skin is more capable of change than you think. It just needs the right ingredients, the right routine, and a little patience.
Bridget x