How French girls look so good over 50

‘Touches’ of make-up 

“We work in little touches of make-up rather than a full look,” explains Serrat. While there has been a huge trend in multiple make-up steps to chisel, contour and shape the face using a whole host of beauty products, Serrat explains that in France, it’s much more common to just have a few touches of make-up when you feel like it, rather than being committed to a full “look” on a daily basis.

And all applied with fingers, instead of brushes, without a second thought. “We are generally more minimalist with our make-up and want a little touch of eyeshadow, concealer and lipstick,” says Serrat. “Everyone says French women look effortless, but the truth is to look effortless, you have to be effortless.” 

Indeed, this would explain the carefree attitude to beauty I saw in France last week. The Bisou Balms by Violette FR, £29 each, are beautiful: a sheer matt wash of colour that is so easy to use, you don’t even need a mirror. (The brand’s coral shade Guimauve is the first lipstick I’ve finished down to the end in years.) 

But of course, it’s hard to overlook that skin over 50 often needs a different treatment with make-up than that of a young 20-something with already great skin, no wrinkles or dark circles. “Over the age of 50 we still do need make-up and it’s important, but we need to use it in a more clever way,” explains De Gunzburg, who favours colour-correcting skin care creams (“CC” creams) over heavy foundations.

“The ‘healthy’ look is more important than the ‘perfect’ look, so French women often use make-up for optical correction such as a dab of concealer where you need it rather than a full face of coverage. The French attitude is to wear make-up but to also pretend you’re not wearing it at all.”  Try the Brightening CC Foundation, £62, by By Terry or the True Match Nude Plumping Tinted Serum, £14.99, by L’Oréal Paris. Add a touch of vibrant blush, et voila.