Beauty Thought Leader: Elise Marquam-Jahns
If you’ve been wondering how to reduce jowls with makeup in a way that looks natural and flattering on mature skin, this guide walks you through the most effective techniques.
As the years pass, many of us begin noticing changes along the jawline. That once sharp, defined line softens as the skin naturally loses fat, collagen, and elastin. What develops is what we often refer to as jowls. It is a completely normal part of aging, but there are several ways to address it. Today I am sharing practical options, including the easiest and least expensive approach: makeup.
If you are new here, my name is Elise. As an over-50 makeup artist, my passion is helping those of us with mature skin feel seen, celebrated, and supported. On this channel and in these articles, you will always find makeup tips, techniques, and products that help us look and feel on the outside how we feel on the inside.
Let’s explore what truly helps.
What Causes Jowls As We Age
The biggest contributor is the natural change in the structure of our skin. Over time, we lose volume and the connective proteins that help keep everything lifted. Several lifestyle factors also influence how noticeable jowls become.
Lifestyle Factors That Can Accelerate Jowl Formation
- Sun exposure without protection
- Environmental pollution
- Lack of sleep
- Chronic stress
- Diet high in salt, sugar, and processed foods
- Weight fluctuations
Supporting overall skin health will not prevent jowls entirely, but it can slow progression and improve firmness.
Helpful Non-Makeup Approaches
- Daily sunscreen
- Consistent use of topical retinol
- Stress reduction practices
- Aerobic exercise
- Nutritious diet low in inflammatory foods
There is also an interesting connection between inflammation and lymphatic fluid. When inflammation increases, excess lymphatic fluid can collect around the jawline, weighing the skin down. Simple facial massage or a gua sha routine can help move this fluid. If you are unfamiliar with gua sha, I have included a demonstration video in the description box of the original YouTube video.
Facial Exercises and In-Office Procedures
Some research suggests facial exercises may help improve muscle tone around the jawline. Results vary, but many people do notice improvement. There are also dermatology and aesthetic options such as filler, Botox, radiofrequency treatments, microneedling, ultrasound therapy, or liposuction. Ultimately, the most effective in-office treatment for pronounced jowls is a facelift, though it is obviously the most invasive and costly.
Now let’s move into the most accessible solution.
How to Reduce Jowls With Makeup
Makeup offers two effective strategies for softening the appearance of jowls. You can use one or both, depending on your comfort level. Even small adjustments can create a more lifted, sculpted look.
Technique 1: Use Contour to Create Structure
Contour works because of color theory. A shade that is one to two shades deeper than your skin tone can help certain areas of the face recede, making the jawline appear more structured.
Cream contour is ideal for dry skin because it blends smoothly. Powder contour works well for oily skin. What matters most is choosing a product that glides on easily and blends without effort.
Popular contour options include the following:
- Benefit Hoola Powder Bronzer
- Rare Beauty Contour Stick
- Em Cosmetics So Soft Sculpt Stick
- Westman Atelier Contour Stick
- Makeup Revolution Contour Stick
- Huda Beauty Tantour Cream Contour
Where to Apply Contour
- Under the cheekbones. This adds definition and draws attention upward rather than downward.
- Along the jawline. Applying contour slightly under the jawline helps the lower face appear more sculpted.
- Over any small areas of fullness along the jaw. Tapping a tiny amount of contour over these areas and blending carefully helps them recede visually.
The key is seamless blending. A foundation brush or clean makeup sponge works beautifully to soften edges and ensure the contour looks natural rather than harsh.
Technique 2: Use a Subtle Highlighter to Lift the Face
A highlighting shade that is one to two shades lighter than your skin tone brings features forward. When placed strategically, it lifts the face and shifts focus away from the jawline.
Stick highlighters that work well include:
- NYX Pro Fix Sticks
- Doll 10 Highlighter Stick
- A thin, hydrating concealer applied sparingly
Where to Apply Highlighter
- Beside the nose and upward toward the outer eye.
- From the corner of the lip upward.
- Along the outer eye area to create lift.
- Gently over the marionette lines to soften shadows.
Again, blending is essential. The goal is a subtle brightening effect that enhances natural structure.
The Combined Effect
Using both contour and highlight produces soft definition that subtly shapes the lower face. The contoured areas recede. The highlighted areas lift. The result is a more balanced, refined look that draws attention to the eyes and cheekbones instead of the jawline.
Final Thoughts
Makeup will not change the anatomy of the face, but it can create a visual lift that feels confidence-boosting and fresh. What matters most is choosing products that blend easily and tones that suit your coloring.
Watch Elise in Action:
Disclosure: Some product links in this article are affiliate links, which means the author may earn a small commission at no additional cost to you. All opinions are entirely her own.
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About the Author:
Elise Marquam-Jahns is a professional, working makeup-artist who is passionate about helping women 45+ get their glow back. In addition to her work as a makeup artist for a major cosmetics line, she founded Boomer and Beyond Beauty. She is also an author and a speaker. Be sure to check out Elise’s YouTube channel which specifically focuses on makeup tips, techniques, and product reviews for those of us 45+ and don’t forget to subscribe. She also does personalized online Zoom makeup consultations so be sure to contact her at boomerandbeyondbeauty@gmail.com if you’d like to work with her. And, if you’d like to receive more inspiration each week, check out her weekly newsletter here.
