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Biggest Anti-Ageing Mistakes Over 40

Are your skincare and aesthetic habits helping—or quietly ageing you?


Dr Alison Colville explores the most frequent anti-ageing mistakes women over are 40 making, and what to do instead. From active ingredients and SPF strategy to the truth about filler and aesthetic treatments that actually work...




There’s something empowering about reaching your forties. You know your face, you know your style—and chances are you’ve got a skincare routine you trust. But here’s the thing: what worked ten years ago might not be doing you any favours now.


In clinic, I see the same patterns again and again—women with great skin and great intentions, unknowingly holding themselves back with a few small (but significant) mistakes.


Perhaps you’re still using the same makeup you wore in your thirties. Maybe you’re relying on expensive creams from Space NK that promise the world but deliver very little. Or you’re applying SPF to your face, but forgetting the neck and eyes—two of the most delicate, age-revealing areas.


Sound familiar?


The good news is that all of these missteps are incredibly common—and totally fixable.


Mistake 1. Still Wearing the Same Makeup as You Did Ten Years Ago


Makeup is meant to enhance, not age us—but if you’re still using heavy foundation, powder formulas, and dark matte shades that once looked great, it might be time for a rethink.

As skin changes, so should the textures and tones we use. Dewy, light-reflective bases, cream blushers, and soft neutral tones can lift and freshen the face. Powders can settle into fine lines and draw attention to dryness or loss of volume. Makeup artistry in your forties is about softness and strategy—not simply painting over the top.


WHAT TO DO:

  1. Consider swapping your foundation, for a BB or CC cream for a softer look

  2. If you still like more coverage, then choose a hydrating foundation rather than a matte formulation

  3. Only use powder in the centre parts of the face (top lip, chin and forehead)

  4. Apply bronzer and blusher ON your cheek bone rather than under it - this will lift your cheeks


Mistake 2. Following the Same Skincare Routine You’ve Always Used


Your skin’s needs change dramatically as you move through your forties. Collagen declines, cell turnover slows, and hormonal shifts can bring dryness, dullness, or breakouts that you never had before.


If you’re still relying on a basic cleanser and moisturiser—and maybe the odd face mask—it’s not enough.


WHAT TO DO:

  1. UV protection every single day without fail. UVA (the ageing rays rather than the tanning rays) can penetrate through glass and they're present all year round

  2. Active ingredients like vitamin C and Retinoids are going to turn the clock back on your skin by stimulating collage and acting as an anti-oxidant. Spend your money on good quality (evidence-based) versions of these ingredients and then you can save by using a basic cleanser and moisturiser

  3. Chemical exfoliants (AHAs/BHAs) can stimulate collagen, fade pigmentation, and improve texture. They’re the real workhorses of anti-ageing skincare

  4. Get yourself a personalised medical-grade plan from a professional


Mistake 3. Skipping SPF on the Neck and Eyes


Most women know by now to wear daily SPF—but far fewer are applying it where it’s needed most.


The neck, chest and eye area are some of the first to show signs of ageing. Think fine lines, crepey skin, sun spots, and sagging. And yet, these areas are often missed altogether.


Worse still, some avoid applying SPF around the eyes because it stings (a common issue with chemical formulas). The solution? Mineral SPF. It’s gentler, won’t migrate into the eyes, and offers excellent protection without irritation. I recommend the Alumier MD range of mineral SPFs - they're like a real life filter.


Mistake 4. Falling for the Space NK Skincare Trap


Luxury skincare feels like it should work. The beautiful packaging, the fragrance, the glowing sales pitch. But I see it time and again—women spending hundreds on serums and creams that do little more than hydrate (and often not very well at that).


Anti-ageing skincare needs to be evidence-based, ingredient-led, and targeted. A £120 moisturiser that smells like a spa but contains no active ingredients is essentially just expensive fluff.


High-street products with a high price tag are like eating out at a Michelin star restaurant.... delicious but not necessarily the most nutritious food. Choose medical-grade and it's like shopping at an organic food market.


WHAT TO DO:

  1. Find an aesthetic professional that you trust and get a personalised skincare plan (get your personalised medical-grade plan here)

  2. Ask about a combination of over-the-counter and medical-grade products as your budget allows

  3. Spend your money on in-clinic skin treatments over expensive skincare - you'll see more results from treatments like microneedling and chemical peels that any serum.


Mistake 5. Avoiding Filler for Fear of Looking ‘Done’


There’s still a lot of fear around filler, especially in women who want to look natural.

I understand it completely—the over-filled faces on Instagram and reality TV are enough to make anyone nervous. But here’s the truth: filler, when done well, should be undetectable.

In fact, the most subtle, transformative results often come from small, strategic doses—restoring lost volume in the mid-face, subtly softening nasolabial lines, lifting a tired jawline.


It’s not about changing your face. It’s about balancing and harmonising so that your unique features are framed and celebrated.


And remember that dermal filler is FULLY REVERSIBLE. There's a lot of fear around 'ruining your face' with filler but the truth is that you can choose to dissolve it at any stage and return to square one. The people that look like they've ruined their face are actually choosing to look like that...


WHAT TO DO:

  1. Seek out a medically qualified aesthetic practitioner who offers thorough consultations

  2. Opt for a full-face approach rather than isolating one individual feature for a more natural result (this does not mean more product necessarily)

  3. Ask for details on the products they use and why they use them


Mistake 6. Too Much Anti-Wrinkle in the Wrong Places


Anti-wrinkle injections are brilliant—when they’re done right.


The mistake? Focusing only on smoothing the forehead, while neglecting the rest of the ageing face. You end up with a glassy brow but sagging cheeks, jowls, and hollows under the eyes. It’s unbalanced, and ultimately draws more attention to the areas you’re trying to improve.


A more holistic approach—treating the upper, mid, and lower face as a whole—is key. Subtle anti-wrinkle in the right areas can refresh without erasing expression.


WHAT TO DO:

  1. Discuss with your practitioner which areas might give you the best result

  2. Consider lessening the dose in your forehead to allow for some more natural movement

  3. Avoid over-softening lines under the eyes which can give a more vacant look

  4. Discuss adding in injection points along the jawline for a subtle lift


Mistake 7. Believing That Anti-Ageing Starts at 50


I’ve lost count of how many women tell me they’re “starting to think about doing something” now they’re well into their fifties.


The truth is, prevention is always easier than cure. The earlier you begin investing in your skin—whether that’s through high-quality skincare, daily SPF, or small, preventative tweaks—the less you’ll need to ‘fix’ later.


Looking youthful isn’t about chasing eternal smoothness. It’s about maintaining structure, health, and glow over time.


WHAT TO DO:

  1. SPF every day, without fail!

  2. Reverse skin damage with retinoids and in-clinic treatments such as microneedling and skin peels

  3. Build collagen with Profhilo, polynucleotides and microneedling

  4. Consider a collagen supplement - ensure this is an evidence-based one and recommended by a medical-professional


Final Thoughts


Ageing well is not about fighting every fine line. It’s about understanding your face as it changes, making smart decisions, and avoiding the noise and nonsense that the beauty industry thrives on.


In clinic, I work with women every day who want to look like themselves—just fresher, lifted, more awake. And when you get it right, that’s exactly what’s possible.


If any of the above sounds familiar, don’t worry. These mistakes are incredibly common—and all of them are fixable. I’d love to help you find what works for your face, your skin, and your confidence.


If you want to read more about a full-face approach to treatments then read my blog 'Your Ultimate Guide to a Full Face Refresh'.


If you're local to Leamington Spa, Solihull, or Stratford-Upon-Avon then come and see me for a consultation in clinic:



Written by Dr Alison Colville


Aesthetic Doctor, GP

Founder & Clinical Director of The Avery Clinic

Leamington Spa, Warwickshire

Winner of 'Best Clinic Warwickshire' 2024 + 2025 (GHP Awards)

 
 
 

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