NEW PRODUCT

A Shot Of Espresso For Your Under Eyes

EyeCorrect+ Undereye Brightener

SHOP EYECORRECT+
  • Erases signs of tiredness in seconds
  • Covers what regular concealer can't
  • Skin-like finish that won't crease

As seen in

Good Housekeeping
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Good Housekeeping
Daily Mail
Vogue
Grazia
The Telegraph

Best Sellers

Shop products that are most loved by thousands of mature women.

View All Bestsellers
★★★★★4.8

VolumeCare+ Mascara

★★★★★4.8

EyeCorrect+ Undereye Brightener

★★★★★4.7

HairMagic+ Hairline Powder

★★★★★4.6

PowerBrow+ Tinted Eyebrow Gel

★★★★★4.8

LushLine+ Waterproof Eyeliner

Beauty lifestyle

Your body changes as you age.
Your beauty products should too.

Our mission is to create beauty solutions that grow alongside your needs. Discover a refined approach to mature skincare designed to support, nourish and enhance your natural confidence every day.

Why people love it:

  • check Gentle enough for delicate skin and eyes
  • check Performance-driven ingredients that replenish and restore
  • check Advanced formulas crafted for visible results
  • check Research-backed care tailored for mature beauty

Bundle Deals

Save more when you shop our curated bundles.

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10%
2x VolumeCare+ Mascara
★★★★★ 4.8

2x VolumeCare+ Mascara

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10%
2x HairMagic+ Hairline Powder
★★★★★ 4.8

2x HairMagic+ Hairline Powder

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10%
Mascara + Eyeliner + Hairline Powder
★★★★★ 4.8

Mascara + Eyeliner + Hairline Powder

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10%
Mascara + Hairline Powder
★★★★★ 4.8

Mascara + Hairline Powder

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10%
Mascara + Lash Serum
★★★★★ 4.8

Mascara + Lash Serum

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10%
Mascara + Eyeliner
★★★★★ 4.8

Mascara + Eyeliner

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10%
Mascara + Eyeliner + Lash Serum
★★★★★ 4.8

Mascara + Eyeliner + Lash Serum

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10%
Lash Serum + Brow Serum
★★★★★ 4.8

Lash Serum + Brow Serum

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10%
Mascara + Eyeliner + Brow Gel
★★★★★ 4.8

Mascara + Eyeliner + Brow Gel

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10%
Brow Gel + Brow Serum
★★★★★ 4.8

Brow Gel + Brow Serum

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10%
Mascara + Brow Gel
★★★★★ 4.8

Mascara + Brow Gel

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10%
Mascara + Lash Serum + Makeup Remover
★★★★★ 4.8

Mascara + Lash Serum + Makeup Remover

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Bundle & Save

Get our best-selling duo at the lowest available price!

★★★★★ 4.8

Mascara + Eyeliner

A powerful duo that’s designed to define, accentuate, and awaken your eyes for a timeless and captivating look.

Mascara + Eyeliner

Included in the bundle:

VolumeCare+ Mascara

LushLine+ Waterproof Eyeliner

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The Rumi Blog

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When Your Hair Starts to Change: Holly's Honest Q&A with HairBooster+
When Your Hair Starts to Change: Holly's Honest Q&A with HairBooster+

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Remedies for Dark Circles and Deep-Set Eyes: A Caring Guide for Women Over 40
Remedies for Dark Circles and Deep-Set Eyes: A Caring Guide for Women Over 40

There's a particular moment many of us know well. You've slept seven hours, you feel rested, you've had your morning coffee — and yet the woman looking back at you...

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Your Mascara Didn't Stop Working. Your Lashes Changed. And Here's Why
Your Mascara Didn't Stop Working. Your Lashes Changed. And Here's Why

Can I tell you something I wish someone had told me a few years ago?  I remember standing at my bathroom mirror, mascara in hand, thinking — what is happening?...

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Your Ultimate Guide to Fabulous Brows after 40 (updated for 2026!)
Your Ultimate Guide to Fabulous Brows after 40 (updated for 2026!)

Hi there, ladies! Kate here, the founder of Rumi Cosmetiques. The Rumi Blog is something that holds great significance for me. It's a place where I can write my heart out...

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EyeCorrect+ Q&A: A Professional Makeup Artist's Honest Review
EyeCorrect+ Q&A: A Professional Makeup Artist's Honest Review

In this candid Q&A, professional makeup artist Emily shares her firsthand experience with EyeCorrect+ Undereye Brightener, the innovative under-eye product that bridges the gap between skincare and makeup.

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Why Dark Circles Get Worse After 40 - And What You Can Actually Do About It
Why Dark Circles Get Worse After 40 - And What You Can Actually Do About It

You’re not imagining it. Those shadows under your eyes really are getting darker. Here’s why — and more importantly, what you can do to finally fix them. You’re well-rested. You...

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4 Ways to Manage Thinning Hair - What Works and What's Just Buying you time
4 Ways to Manage Thinning Hair - What Works and What's Just Buying you time

If you've been dealing with thinning hair for a while, you've probably tried a lot of different solutions. You may have even tried HairMagic+ Hairline Powder — and if you have, you'll...

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Spring Forward with Healthy Skin Habits: Preparing Your Skin for the Season Ahead - Part 2
Spring Forward with Healthy Skin Habits: Preparing Your Skin for the Season Ahead - Part 2

Spring Forward with Healthy Skin Habits: Beyond the Basics (Part 2) Welcome back! If you haven't read Part 1 of this series, we recommend starting there. In Part 1, we...

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Spring Forward with Healthy Skin Habits: Preparing Your Skin for the Season Ahead - Part I
Spring Forward with Healthy Skin Habits: Preparing Your Skin for the Season Ahead - Part I

Spring is still a few weeks away, but your skin knows the seasons are changing. Right now—while we're still in the quieter months—is the perfect time to prepare your skin for...

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HairMagic+ Q&A with Jill
HairMagic+ Q&A with Jill

Going grey is more than a change in hair color — it’s a deeply personal transition. For many women, it brings a sense of freedom and authenticity… but also new...

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Trusted By 170,000+ Women

Having literally tried hundreds of mascaras over the years, I’ve finally found one that doesn’t irritate my hyper sensitive eyes OR leave me looking like a panda a couple of hours into the day. And I've definitely noticed my lashes getting longer thanks to the active ingredients.

Karen Brown
Verified Buyer

Goes on smoothly. Stays on all day without smudging or running. Recommend to every mature woman! I’ve tried a few of the ones out there recommended for my age (51) they didn’t work. I almost gave up but thought I’d give Rumi a try. I’m glad I did. This works like a charm!

Ann Downward
Verified Buyer

Yes, I've tried them all! And the reason I haven't stuck with one, so far, is I've been slightly disconcerted with the ingredients, because I have very sensitive eyes. That's why I tried this serum. I can't actually remember what number tube I'm on. Which says it all, I guess!

Georgia Zaris
Verified Buyer

I am fair and have always had problems getting a decent eyebrow color that looks natural. With the PowerBrow+ Gel I can build up not only the coverage but also the shade I need to suit my complexion. It works very well for me and it will be my go to eyebrow tinted gel.

Jane Alexander
Verified Buyer

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