As we age, our beauty routines often need a refresh — not because we’re doing anything wrong, but because our skin, lashes, and needs evolve.
For many women over 40, mascara becomes one of those tricky products that suddenly stops working the way it used to. Smudging, flaking, irritation, and lackluster performance become all too familiar.
This experience is what convinced Heidi to be convinced by VolumeCare+ Mascara— a mascara that finally gets it when it comes to aging lashes!
Heidi didn’t expect much when she first tried it, but from the moment she applied it (live, no less!), she could tell something was different. VolumeCare+ Mascara not only enhanced her lashes but addressed every frustration she had with traditional mascaras.
It felt like a product made for her — and for women like who want results without compromising comfort, health, or authenticity.
Read more below with our Q&A with Heidi!
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Did you ever feel like mascaras just weren’t made for women over 40??
You know, I never really thought about it being an age thing, but I definitely did wonder why I couldn't find a mascara that worked well for me in the racoon/panda eye problem area. Everything else seemed to leave me with a mess under my eyes, and definitely did not work well with my hooded eyes in the respect either.
What made you give VolumeCare+ a try — and how did it feel when you saw the results??
In full disclosure, I tried Rumi first because as an Influencer they offered to send me some to try out. Since I had never been able to find something that worked well for me I was thrilled to try it, but did not have high hopes. This was not the first mascara sent to me to try out. Golly, I am so glad I tried it because I have never looked back! And don't let the fact that they sent it to me dissuade my opinion. You can go to my page and see that I WILL NOT promote a product I cannot stand behind. Being authentic to my community is important to me. I need them to know they can trust me and my recommendations.
Therefore I will not speak about a product I do not love! And I LOVE Rumi!
I have never experienced a product solve so many problems for me! I actually tried it for the first time on a live video and I was sold right away! But of course I had to see how it wore throughout the day, and was NOT disappointed. It just kept getting better and better. From the way it wears, to the ingredients and what it does for my lashes, to how it felt on, and how it cleans off - I am in love with it all!
See the difference before and after when using VolumeCare+ Mascara
In your opinion, what do most mascaras get wrong when it comes to aging lashes?
I honestly don't think most mascaras even think about the age their clients are - and that is the first problem. They are all focused on reaching the largest group of people they can so they can sell the most product. But that is a problem, because you can't solve problems for women when you are so focused on the masses. In my opinion Rumi has the right idea of focusing in on a target client, and in turn can not only produce a solid product, but one that solves problems for their clients.
Have you experienced lash thinning or eye sensitivity?
I experienced lash thinning after I had tried lash extensions. Boy was that a bummer! I am so glad to have. my lashes healthy again. And quite honestly most mascaras make my eyes itch. I was getting to the point where nothing I tried was working without itching.
How did this affect how you felt about your appearance or your makeup routine?
It was very frustrating to not be able to wear mascara without itching eyes because without mascara, my eyes look very unfinished and tired. I hate doing other makeup if I cannot wear mascara because it just feels so unfinished. And being a makeup artist, that is not ideal.
Do you have any application tips for women with fine or barely-there lashes?
My tips for women struggling with barely there lashes would be to start using a lash serum consistently. But aside from that, take the wand and wiggle gently at the roots of the lashes to really get a good coverage at the base. Then wiggle it through the lashes from the root to the tip. Rumi is great for building as well, so after you do one eye, start the other with a coat, then return to the first and build it up to your desired application before returning for another coat on the second. While building, try to get all your layers on before the mascara dries though. Adding on top of dried mascara can lead to flaking.
What would you say to women who’ve given up on mascara or are stuck using falsies or extensions?
In full honesty - stop all that and try Rumi. I often tell my viewers and followers that I know I sound like a commercial, haha. But I stand behind it so much that I continue to do so. I do truly love it as much as I talk about it.
How has your beauty routine changed with age — and how does VolumeCare+ fit into it now?
With age, I have had to change up the products I use. Our skin, as it ages, changes. And you cannot use the same products that may have always worked for you in your younger years. They tend to show texture, dry your skin out, and just all around make you look older. the number one change that has made the most difference for me is to switch to a cream makeup. I use and represent Seint Beauty, and an affiliate for them. It has changed the game not only for me, but for hundreds of customers. I love sharing their products because they too help solve problems for women. If you haven't seen the trend yet, I love helping women. So I share products that do just that. Another product that has changed the game for my beauty routine is Olivea Skincare. Your skincare is so important as the prep for your makeup! So I have had to learn not to skim on that process. This has led me to also represent that brand. Between great skincare, Seint cream makeup, and Rumi's mascara - my whole routine has just left me glowing and so happy with my aging skin.
And lastly, what does confidence mean to you today, in your 40s and beyond?
Confidence is something I have been learning to embrace as I age. I am not sure I was every really confident until the last few years. But I am learning that if I spend a bit of time and energy on myself, that I show up way more confidently then if I don't. And that doesn't have to mean spending an hour in front of the mirror. For me, it takes maybe 15 minutes. But it is different for everyone. I just highly recommend investing in yourself however that feels best to you. If that means applying a full face of makeup, or maybe just taking time to wash your face and apply a great mascara - do it! It will bring a lit from within confidence that no one else can bring you.
Find VolumeCare+ Mascara here. The first mascara specifically designed for mature women with short & thin eyelashes.
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