30 Products Reviewers In Their Forties Swear By

May 24, 2023

We hope you love our recommendations! Some may have been sent as samples, but all were independently selected by our editors. Just FYI, BuzzFeed collects a share of sales and/or other compensation from the links on this page.

Forties are the new thirties (after you get your hands on these products).

BuzzFeed Contributor

A bottle of Bio-Oil made with vitamins A and E, chamomile, and lavender that improves the appearance of acne scars and stretch marks. This oil will lock in moisture without clogging your pores.

A three-pack of CeraVe Hydrating cleanser that's gentle on your face — for those with sensitive skin — but tough on makeup, dirt, and oil. I've seen many videos on TikTok and Instagram with dermatologists praising this cleanser, so you know it's the good stuff!! Also, you're in your forties now, so you like to plan ahead and buy in bulk.

A memory foam seat cushion because that office work chair just isn't cutting it. Let's be honest, if there's no room in the budget for raises, there's no way you are getting a new office chair. Relieve your back and sciatica pain by blessing your bottom with some plush gel memory foam.

Psst — a whole bunch of reviewers compare these to Birkenstocks, saying they're not only more affordable but even comfier!

Promising review: "Relief! I have high arches and have developed something like plantar fasciitis now that I'm in my mid-forties. Didn't want to spend the money on the comparable Birkenstocks, even though I highly trust that brand. So glad I tried these first! Can't believe the price. And when I can't stand being barefoot or any other shoes, these are my go to. Wonderful!" —DB

Get it from Amazon for $29.99+ (available in women's sizes 6–12, including wide sizes, as well as 21 colors).

Promising review: "I started getting migraines in my forties with the onset of hormone changes. Migraines were new to me and I needed to figure out how to handle them when they came. This stick is now a trusted part of my arsenal. It works. I used to have a migraine every month, but now I use this at the first sign, and they don't progress. It's weird, but It works for me." —Bryn

Read BuzzFeed's review of the migraine stick for more deets!

Get it from Amazon for $11.99.

Promising review: "I now have a new under-eye concealer. As I get older (I'm 40) I am noticing a little blue under my eyes. I sleep well. I've tried a lot of products and most will look unnatural or cakey. I decided to try this after reading a woman's blog who recommended it. She is my hero. Dark circles are instantly gone when I apply this. This product stays on all day too. I never need to reapply. The tube is convenient and is made so that none of the product gets wasted. You twist what you need to the surface sponge and apply. The surface sponge stays moist with product too so you don't need twist often, making the concealer last longer. I will continue to buy this one for sure." —phillygrl

Check out BuzzFeed's full review of Maybelline's Instant Age Rewind Concealer for more deets.

Get it from Amazon for $8.80 (available in 18 shades).

Promising review: "I am in my forties and was recently diagnosed with osteoarthritis in my hands and feet. Total bummer. I don't want to take medication unless absolutely necessary, so I have been searching out other forms of relief from the pain and stiffness. I added these compression gloves to the mix, and they are very helpful. The gloves have a good range of motion and provide great compression support. They have been especially helpful when I do yard work, and I also plan to use them for an interior painting project. It's very hot where I live, so I don't currently wear them every day. However, I know I will wear them frequently during fall and winter. Highly recommend for anyone looking for medication alternatives to arthritis!" —cb4iast8

Get a pair from Amazon for $12.97 (available in three sizes).

Promising review: "I'm in my late forties and I have been experiencing plantar fasciitis since the beginning of 2020. I spent money on gel arch supports and heel inserts specifically for plantar fasciitis. The inserts have kept me from dying, but the heel pain is still around — so much so that when I get up in the mornings, it takes a bit for me to walk 'normal' due to the pain. I couldn't put up with it any more and two days ago, I researched Amazon for the highest rated 'plantar fasciitis' solution and found these socks. I put them on immediately (not tight at all). I was sitting for about an hour doing some work on the computer then got up to do some things around the house. I was SHOCKED (I'm not kidding about my reaction) that the pain was barely there. I got up 'quickly' and walked as if the heels of my feet had not been killing me but only two hours earlier! I'd say that the improvement from pain to less pain so far is at about 60% better — maybe even higher." —Patita

Get a pair from Amazon for $16.95 (available in four sizes and nine colors).

People also swear by this for long car rides!

Promising review: "ABSOLUTELY best support cushion I've used! We have so many aids/cushions/creams/new beds every three years, and an endless amount of physical therapy devices I've purchased online or even online with a prescription and nothing I've got has ever just, 'WORKED!' right out if the box. It wasn't a cushion that sat awkward in the chair, I didn't feel like I was fortysomething going on 90, and it didn't feel like 'it will probably keep my tailbone part from not feeling as bad' — NOPE, THIS CUSHION INSTANTLY CRADLED MY BODY IN A WAY THAT SUPPORTED FAR MORE THAN MY TAILBONE!! I always have to get up so careful to lean forward and release my coccyx pressure first, before I can even get up. THIS PILLOW TRULY KEEPS ALL PRESSURE OFF MY COCCYX AND SPINE. I plan on getting a few more to have several places. This is truly an item worth far more than its retail price The science in the design, material, and shape are stellar!" —J-licious

Get it from Amazon for $49.95+ (available in three colors).

This shampoo was designed to work for sensitive scalps, color-dyed, and chemically processed hair as well as for all hair types and textures, with reviewers with 3b–4c curls mentioning it worked for them.

Promising review: "After suddenly developing dandruff in my forties, and trying other medicated shampoos, this one knocked it out in two days! I use it about once a week for maintenance, and a tea tree oil shampoo in between. Very happy with personal results. Smells good, too." —rebeljack78

Get it from Amazon for $15.47.

I recently started using one of these and WOWZA, it really helps you get extra mileage out of your shampoo. I have a whole lot of hair on my head so sometimes it's a struggle to feel like I've soaped up my whole scalp thorough, but this was a very effective way to spread out the suds and really get them to the roots. I was worried it might tangle in my hair, but it was totally fine on that front, too. I've noticed that my hair has been a little less greasy at the roots since I started using it. And I'm echoing a ton of reviewers here when I say it just feels reeeeeally, really nice.

Promising review: "I am a guy and I want to keep my hair for my entire life. Now I'm in my mid-forties and just started noticing more hair pulled off after washing my hair. It's said that you should lightly massage the head with keeping fingers on the same spot to wash the hair, instead of making continuous rubbing action as you'd do normally. In that soft way to wash the hair, I could prevent pulling a lot of hair, but it doesn't feel thoroughly washing hair. In fact, I get more dandruff in this way. This scalp massager is just perfect to wash the hair without pulling excess hair off. It feels like having my hair washed at a good hair salon. It's a simple tool but works pretty darn good for me." —E

Get it from Amazon for $6.98+ (available in three colors).

Promising review: "I noticed my skin started to get dry and tight after I took a shower, especially in the winter time. I used to use expensive creams like Clinique but it didn't seem like it was enough. I saw this at Costco at a very reasonable price compared to what I was paying at Macy's so I thought I'd try it out. Just a couple of drops and my face immediately felt soft and supple! This lasted throughout the day and two little drops covered my face and neck area. Gradually after a few months, friends and acquaintances would comment how pretty my skin was (I'm in my late forties and Native American). If you use more than two or three drops on your face and neck, you're using too much. One bottle lasted me six months or more. Costco no longer carries this and after making do with Aveeno facial moisturizer, it is no substitute to what Bio-Oil does for me." —Lynn La Pointe

Get it from Amazon for $10.26+ (available in two sizes).

Promising review: "I'm in my mid-forties, and with a gazillion internet accounts to have to keep track of, my memory simply isn't enough anymore. Also, what happens if something happens to me? My husband and sons would have a hell of a time trying to crack my accounts. I know we did when my father died several years ago. We still can't figure out some of his passwords for his email accounts. So I bought this. I entered everything I knew (and I update it when I discover another account I forgot) and for extra security we keep it in our family safe. Use a pencil so when you update passwords it's easy to change it out." —Am Azon Woman

Get it from Amazon for $8.25.

Promising review: "I have now bought four pairs of these, and they are seriously my favorite pandemic jeans. They look like 'real' jeans (the material is woven, not knit) but the elastic waist makes them extra comfortable. I'm in my forties, I've had two kids, and I usually wear an 18 in jeans. I'm an 18 in these. I have gotten the long inseam on them all, and it hits the top of my foot. I can roll it up for a shorter/summer look. I like them more snug. Wear/care: I wash these in cold and dry them in the dryer. If they shrunk at all, it wasn't noticeable. Cons: the only thing these are missing is front pockets, but for this price and for how much I love them, it isn't a dealbreaker. There are functional back pockets that can hold my phone." —A. Mather

Psst — if you have Amazon Prime Wardrobe you can try this piece out before you buy it!

Get it from Amazon for $17.73+ (available in women's sizes 2–28, three inseams, and 12 colors).

It even comes with an adjustable strap if you're someone who tosses and turns in their sleep (or if you're using it to recover from an injury that may lead to limited mobility). Psst — a lot of pregnant reviewers and reviewers with arthritis pain and cartilage pain swore by this, too!

Promising review: "I'm 49 and a lifelong athlete and fitness trainer. I train a lot, and I also spend a great deal of time driving. I am struggling with piriformis syndrome in my right leg, plus have an old knee injury in my left leg. I also sleep only on my side at night. Sleeping with a pillow above my knees has worked okay and has helped but it is hard keeping it in place. I bought this to try, and it's awesome! It stays in place, is very comfortable, has helped my issues in reducing stress in my legs enormously. It was a little thicker than I expected it to be and took a little getting used to, but now it's great. Having the strap has been really helpful because it stays in place when I switch from sleeping on my one side to my other side during the night." —Christine T. Mitchell

Get it from Amazon for $32.25.

This tool also helps soften skin by gently exfoliating as you use it!

Promising review: "I got so sick and tired of waxing my chin that I broke down and bought this. Paid top dollar for a so-called 'dermaplaning sesh' at a spa for $90 only to realize I'd been had when I found these. At least I can shave myself in the morning without the harsh yank of waxing or plucking. At my age (mid-forties), I don't feel good about stressing my face with the yank of waxing and last time I was waxed at some cheap place on the corner, they burned my lip. Never again with these. This I can do at home discreetly and the price is right, too." —HoundMama

Get a set of three from Amazon for $5.94 (also available in a nine count).

Promising review: "Well made, accurate sizing and CUTE! Every influencer was right, this was a perfect fit! I’m in my forties. Comfortable to get on and wear! I ordered my usual size with no problem and the suit came in quickly." —Sabian

Get it from Amazon for $21.88+ (available in women's sizes 4–18 and 45 styles).

Promising review: "I love love this mascara. The price is amazing. It's not totally water resistant but if your eyes slightly run due to allergies or ya get a sniffle you're not going to look like a raccoon. With that being said, you may have to use just a lil extra effort to remove, not much though. It gives my lashes a thick long look I haven't had since I was a teenager (mid-forties here) and the best part is it doesn't get that crusty feel a lot of mascaras can leave. I love this so much that I'm buying them for friends, and the ones I've shared with so far love it too." —Kris

Get it from Amazon for $4.99.

Promising review: "These are the ones I have been searching for! I have not been sweating at all since I started wearing them (I'm 49 and get hot flashes during the night) or at least waking up with damp clothes. The only thing I don't like is that they take forever to air dry because of the pocket construction. Other than that they seem well made and are super comfortable! I'm getting a second pair so I can rotate them for plenty of drying time." —Greg Ruth

Get it from Amazon for $21.23+ (available in women's sizes S–4X and 12 colors).

Promising review: "I've used this at night for 30 days. I didn't do a before/after, but I can honestly say that when my kid took a picture of me the other day, it looked like he added a filter. Literally my skin looks RIDICULOUSLY better. I'm 40. I grew up a beach baby and live in Las Vegas now. I'm in the sun daily. I swear on 37 Bibles that this stuff has easily taken off 10 years from my face. Literally. It could be because it is SO dry here. I'm sold for life." —Curious George

Get it from Amazon for $21.97+ (available in two sizes).

Promising review: "Omg my back doesn't hurt anymore!! I'm so happy. A week ago I ordered a known brand and my back ached. I decided on this New Balance with this sleek look and couldn't believe it — no more back pain with this memory foam inside the shoe. Recommending at my age, late forties. Nice stylish shoe with comfort." —Brionna Moore

Get it from Amazon for $44.18+ (available in women's sizes 5–8.5 and in wide sizes, plus nine styles).

A lot of runners and athletes also swear by these for training and races, since it's a guarantee their shoes won't come untied (and it also helps distribute the tension through the entire top of your foot, preventing localized injuries for longer runs!). You can also adjust the tension easily if your feet are more swollen on a particular day.

Promising review: "Purchased two pairs for my running shoes (49-year-old male). They work very well, have put a bunch of miles on them. No more tying/untying, just slip on. I like how they keep unified tension across the entire laces from top to bottom. I have had no issues with the lace lock at all, it snapped in well." —Scott

Get it from Amazon for $9.99 (available in 13 colors).

These have over 50,000 5-star reviews on Amazon, with reviewers mentioning the convenience of the pockets and how "squat-proof" they are.

Promising review: "I’ve struggled with thigh chafing all my life. I’m now 45. I just went on hot humid three mile run and complete comfort with no ride up. Ordering in all colors and tossing my old running shorts!" —Amazon Customer

Get it from Amazon for $18.99+ (available in women's sizes XS–3XL and 37 styles).

Promising review: "I played tennis when I was younger. Now I'm in my forties and when I run on hills, my right knee hurts. I read the reviews for this product and decided to give it a try. It works great! I put this on when I go for walks or runs and the pain is gone! It is easy to put on and take off. I hand wash it and air dry it. It comes in a pack of two. I only needed one so I gave one to my mom! If you have knee pain, you need to try this product!" —Priya Desai

Get a set of two from Amazon for $12.99+ (available in four colors).

Promising review: "At first, I didn't understand how these gummy ear plugs would work. But I have had some of the BEST sleep in a long time thanks to them. I think as I get older (45) and with kids (2), it just seems harder to sleep soundly and for an entire night. These are seeming to change things around for me. I am not in love with the gummy feeling of them, but the benefit far outweighs the strange feel of them. I am getting around seven nights wear out of one set of plugs. More expensive than others, but they work so well!!" —Jaimielaura

Get a pack of six pairs from Amazon for $5.99.

Promising review: "Lightweight and great coverage on gray/white roots. Bought dark blonde and is more of a light brown; but works well with my highlight/low lights. I’m horrible about getting hair done every two months. I usually go four to give months between colorings and save time and money. I’m 49 and have about two inches of grey growth on each side of my part, so it‘s actually four inches of grey roots on the top of my head. As long as you don't spray too close then it doesn't get heavy or sticky. I highly recommend this product." —Michelle D.

Get it from Amazon for $9.97 (available in 10 shades and also in a two-pack).

Reviewers also use it to help cleanse buildup on their scalps, prevent dryness, strengthen their nail beds, and just generally ~breathe in~ because it smells so darn relaxing.

Promising review: "We use it for acne. We're in our forties and still get occasional pimples. We use this tea tree oil to treat them. It clears most pimples up in 1-2 days, with no scabbing or scarring. They just go away. We love it!" —Jason M.

Get it from Amazon for $12.95 (available in eight scents).

The tool comes with two ends, one a small eyebrow brush and the other a specially edged eyebrow pencil.

Promising review: "So since COVID and mask wearing, I've significantly reduced how much/what types of makeup I've been using. (Only using under eye concealer, eye brightener and mascara.) Instead I focus on a great skincare routine which has dramatically improved my skin (I'm 42 and this is HUGE for me), and I only use makeup on my eyes, and a ChapStick or tinted lip moisturizer. Prior to buying this, I didn't use anything on my brows because besides a couple barely noticeable spots where they were thinner, they're pretty okay. I bought this, just to try, because the price was great. This pencil is very forgiving. If you put on too much you can easily blend it in with the spool on the other end. I got the soft brown which was a perfect match. You can also wipe any off with your finger or a cotton swab if you get it on the skin above or below your brow. I do like the look of my eyes when I use the pencil to define my brows. I think my eyes look more striking and awake. I'll continue to use this product, and I would buy it again. The first day I got this, I tried it at night, forgot I had it on and went to sleep with it and when I woke up it was still intact. So I can say it's long wearing and didn't smudge at all!" —ALP

Get it from Amazon for $7.99 (available in four shades and also in a two pack).

Promising review: "I am in my forties and prone to calluses due to lots of walking, genetics, and perhaps not wearing the right footwear. I can't believe I've been wasting my time with tiny files and pumice stones (which is why I have almost never bothered in four decades). This file effortlessly takes the calluses right off. The flakes fall into the trash — I used it dry — with nothing stuck. Not like a cheese grater. I've been lazy about reviewing products recently, but I had to praise this right after trying it. Be gentle when you use this. Very little force needed." —solid oak

Get it from Amazon for $9.99.

Other reviewers note that this was effective enough that they didn't have to use mouthwash nearly as often to combat odors!

Promising review: "I was skeptical, but after the first use, I was sold. The motivation to use it twice a day (or more) was immediate, because it solved what mints, brushing mouthwash, etc. just never did: it eliminated my bad breath. If you've struggled with bad breath, like I have (for YEARS), get one of these. I wouldn't have believed it, but after scraping my tongue, I could immediately tell that my mouth was clean in a new way. That 'old taste' was gone. A toothbrush doesn't cut it — it can't get back on the tongue like the scraper does. And this scraper gets stuff in a way that a toothbrush just won't. Trust me — when you scrape your tongue, you'll see what I mean. For those with a sensitive 'gag reflex,' which I also have in spades, I've been using this scraper two times per day for a month and have gagged using it about three times, even though I'm touching further back on my tongue than I EVER did with a toothbrush (which never helped my breath significantly, I realize now). It's nothing now that my breath is fresh by getting rid of the bacteria that was actually causing the bad breath. I'm 44 and can't believe I'd never heard of a tongue scraper until now. I've bought two additional ones to give to family members." —CODreamer

Get it from Amazon for $8.26+ (also available in packs of two and 12).

They're also ideal for overnight protection (you can pair them with a pad if you have a heavy flow) and for people who are worried about leakage during sports or physical activities. Also, unlike your regular undies, you don't have to scrub the blood out of these. They're designed so it rinses right out in the sink with soap and warm water and can get tossed in the washer and dryer from there.

Psst — reviewers love these undies, but suggest sizing up!

Promising review: "I'm sold. I can't believe I spent so many years worrying and dealing with stained sheets. Since I turned 40+, my periods are so heavy and intense, I had double pads and a towel under me in bed. The first night I had a night pad and these on. It didn't matter that I bled beyond the pad, these underwear absorbed the overflow and protect my bed. It was the first time in years I could sleep peacefully. I'm getting more." —Mascarade

Get it from Amazon for $10+ (available in sizes XXS–6XL and in various colors and multi packs).

(Psst — you should consult with your doctor before trying anything new involving your neck/back area to make sure it's safe for you!)

For this, instead of like a regular pillow, you're supposed to lay on it in 10-minute intervals; the seller suggests working your way up to it by starting yourself off at five minutes at a time, with a one to three day adjustment period before regular use.

Promising review: "This neck relaxer is so easy to use! It took a few times to get used to, but it is not uncomfortable and is very much helpful with my chronic neck pain and shoulder tension. I felt pain relief after the first use! I have even been able to cut back on my chiropractor appointments because of this product. So thankful for this amazing find as I am only 41 and have been struggling with neck pain for several years now." —Mary Beth

Get it from Amazon for $20.99 (available in four colors).

Promising review: "I will never use anything else to wash my face again. I have been using this for about two months — prior to that I had tried just about everything on the market, including the big name acne cleansers that just seem to aggravate my skin more. I have always had acne prone skin but now in my forties it's been worse than ever. About four months ago I developed psoriasis on my face as well as the cystic acne that I had been dealing with. I wasn't a huge fan at first as this has a much different feel than most cleansers and even Cetaphil (which didn't work for me either). After two months of using this I can say that both the acne and psoriasis have cleared and my skin's texture seems to be changing as well. Grateful for such a wonderful and reasonably priced product!" —bzmomof2ny

Get it from Amazon for $43.95+ (available in two sizes).

The reviews for this post have been edited for length and clarity.