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May 18, 2023

28 Style And Beauty Items For People In Their 30s

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

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.

Practical, fashionable, and simple (but effective) = the mantra of your 30s.

BuzzFeed Staff

Promising review: "I have been using six different products from Cosrx and they never fail to deliver. I have a dry/sensitive skin type and this product was a great addition to my skin care routine, it keeps my skin very well hydrated all day, I like that it is not scented. I apply it after using a toner and/or vitamin C serum and let it sit on my skin for at least five minutes before applying moisturizer. I'm in my mid-30s. After a week of using it I have definitely seen an improvement with my fine lines, my skin is also smoother. I highly recommend this product." —Jo

Get it from Amazon for $15.68.

Here's what my teammate Yasmine Singh says about these gems: "I have to confess, I ordered a pair a few weeks ago and after trying them on, I instantly grabbed my phone and ordered another pair in a different color. They are worth the hype! Another confession? Oh, why the hell not! I have a few more pairs in various colors in my cart right now. I don't think I'll ever wear another brand again. I love leggings and practically wear them every day. I'm in my 30s and have accumulated a bunch over the years, however, most of the leggings I have are see-through or they just don't fit right around my waist. But these?! When I say that they are stretchy, I mean unbelievably stretchy! They feel so comfortable around my waist instead of feeling like shape wear (which I totally hate). And, I don't have to worry about my underwear showing through. I also love that it feels like a soft cloud against my skin. The fabric is just sooooo luxurious, even more so than wayyy more expensive brands I have tried in the past. These are the only leggings I'll be buying going forth!"

Get it from Amazon for $14.99+ (available in women's one size: S–L, one size plus: XL–XXL, in capri and full lengths; and in 26 colors).

Psst! The size range isn't specified on this listing, but reviewers from sizes 10–18 say it fits them well.

For more, read our full Satina High-Waisted Leggings review.

Promising review: "This hydrating eye stick does wonders for my puffy eyes in the morning. It smells amazing and it glides on so smooth my husband even started to use it. We’re in our mid-30s now and need all the help we can get and I would absolutely recommend this product I have purchased a number of times now." —Alexis Rheanna

Get it from Amazon for $9.99.

Apply this directly to wet hair, avoiding the roots, massage it in for eight seconds, then rinse. Effort required = practically zero. You can use one dose for fine- to medium-textured hair, 2–3 doses for thick- to curly-textured hair and add one more dose if you have long hair.

Promising reviews: "I am a 30something Korean woman and this changed my dry, frizzy hair back into the hair I used to have in my 20s — healthy looking, strong, and like shiny strands of silk! Hair rejuvenated!" —L. Hart

"Wow! I have waist-length 3c curly color-treated hair that’s usually a nightmare to deal with in the summer and this stuff is a game changer. My hair is silky, my curls are defined, it dried in like half the usual time…seriously impressed!" —Stavana Jubinsky

Get it from Amazon for $9.87.

Promising reviews: "Obsessed with these 'mom jeans.' I’m 30 years old and wanted a trendy jean. These jeans are not only trendy but they work in many environments and are so comfortable. They are definitely more capri pants on me. I’m 5’8”. I wear these all the time!" —Lauren L.

Get it from Amazon for $55+ (available in women's sizes 24–32 and 14 colors).

Promising reviews: "Let me first start out by saying I'm a mom of two, in my mid-30s. Pants and I disagree on far too many levels (AKA, once I found leggings after having children, it's been impossible to go back). Pair that with working from home (ahem, never having motivation to wear actual pants even if I wanted to) and you have a full blown 'this woman is going to spend the rest of her life in yoga pants' situation. Enter these jeggings. I am not even apologizing for using the silly term of 'jeggings'. These could nearly pass for a legging-feel situation. ON TOP OF THAT, they look like real jeans. DONE. TAKE MY MONEY." —Sara W.

"I ordered these in a size 6 and found them to be a bit snug to pull over my hips (maybe because they are pull on style), but once they are on that fit great! I had to order these in two colors after they got so many recommendations from other moms in their 30s like me." —JEB

Get it from Amazon for $14.35+ (available in women's sizes 2–28, three lengths, and 17 colors).

See why this TikToker swears by this body wash.

Promising review: "I'm 30-years-old and go to the gym daily. Naturally, wearing a sports bra and sweating causes big time blocked pores, even washing immediately afterwards. My shoulders and back were suffering with breakouts here and there. I hated having to constantly see breakouts on my chest and neck. So I purchased this to see if the reviews were true of it's positive results. They were! It's not abrasive and it has no scent. I have naturally dry skin but even so, I've never noticed itchy or flaky skin after using this in the shower. I still moisturize with the matching moisturizer to keep from drying out my skin just in case. My breakouts have been cleared up to nearly nothing. I use a regular washcloth. I make sure not to use any type of extra exfoliant on my skin as its not needed. I use this once a day. I use this only on my shoulders and back. It brings all dirt and debris to the surface in the form of a very small pimple and it's gone entirely the next day." —MandaGonzo

Get it from Amazon for $13.99.

And they're made from recycled materials!

I have to admit as someone who is in their early 30s, I am in a fully committed relationship....with these shoes. Ever since they were generously gifted to me, we haven't parted ways. They accompany me while on errands, and have been my number one companion while traveling (special shoutout to them the airport — because hello, pull-on and pull-off fabric ability that requires zero break-in period) and they're a dream to pack, since they're so lightweight and can easily fold into any bag I place them in. Not to mention *gah* how devilishly stylish they are. I mean, there has not been one skirt, wide leg pair of pants, or dress that these puppies have not matched with. A bonus? They're washable! I have yet to put them through a cycle, but they sure as heck are gonna need one given the amount of miles I've put on them.

Promising review: "I've now traveled in these and can say they are perfect for traveling/walking a lot. Very comfortable, no blisters (with or without socks), no break-in time — as advertised. I think the thicker sole is great for a walk-heavy trip. I don't have wide feet, but they're roomy, so I believe they would be good for a wider foot too." —Suavs Customer

Get them from Suavs for $135 (available in four colors and women's sizes 6–12).

Promising review: "I will never buy another pair of warm weather PJs again other than these. I am a thirtysomething, post-baby lady, and with my hormones paired with living in Arizona, I needed PJs that were cool and comfortable. But I often found that the fabric of other PJs would rapidly get worn, pilled, and rough. These silky soft PJs have been going strong for months now through countless hot flashes and heat waves when it would get into the 80s in our bedroom. If you are a hot-blooded person and need to cool down, I can't recommend these PJs enough. I literally never leave reviews but felt compelled to preach to others the good word of Latuza's PJs." —Margery

Get it from Amazon for $21.99+ (available in women's sizes S–4X and 12 colors).

Promising review: "Oh. My. GOODNESS. Literally buy this right now. Like right now. I don’t have cracked feet. I’m a 30-year-old, my heels and feet just get really dry from time to time. I had a file that I bought at Target, and it snapped while using it. I went online and read the reviews, purchased it and got it today. This thing is a GAME CHANGER. It literally shreds the dead skin off effortlessly and I had to sweep my floor because there was so much dead skin that came off. I can’t stop touching my feet. I love this thing. You also can use it when your feet are dry if you want to, which is what I did. I’m so excited to use this product whenever I need it now. You won’t regret it!!!!" —jmatthews

Get it from Amazon for $9.95.

You'll get the satin curler and two scrunchies in the set.

RobeCurls is a woman-founded small business that specializes in heatless hair curling tools.

Promising review: "I’ve discovered how to do my hair in my 30s. Look, I’m someone who doesn’t have time to style their hair every morning. I also have frizzy hair that even if I blow dry and curl it, it ends up looking worse. This product is a lifesaver. Here are my reasons why: First, follow the video and it’ll be super easy to put on. Second, I’ll admit sleeping with it in did take some getting used to but it stays in the whole night. Third, when I wake up and use the gym in the morning I just keep this baby in for amazing curls afterwards. (I may look silly but I’d rather do this than have my hair in a pony tail doing nothing) And fourth, you’ll have curly hair in the morning and then beautiful waves by the end of the day with no damage to your hair! I really cannot imagine my life without this product now." —Erica Brown

Get it from Amazon for $27.99+ (available in four colors).

My BuzzFeed Shopping colleague Genevieve Scarano swears by this: "I have this jumpsuit and let me say, it's probably the comfiest piece of clothing I own (next to joggers, of course)! It's slightly structured and stretchy, so I can move freely in it, which, IMO, is so helpful if you're constantly sitting and standing throughout the day. I'm also in love with the acid wash color because it looks great with black boots or Vans sneakers (I'm 31 and I've been expanding my wardrobe lately to include more versatile and seasonless pieces). Plus, it comes in a bunch of other denim colors if you want to try something different!"

Get it from Lee for $138 (available in women's sizes XS–XL and in five colors).

Promising reviews: "This was an amazing purchase. I bought it because I wanted to try a new concealer for my dark circles. This product hides better than any other concealer AND it's easier to apply. I like how I don't even need to get my finger messy. It also doesn't look cakey and blends in easily. BUT, the very unexpected BEST thing about this product, is that it has diminished the fine lines under my eye. I am in my mid-30s, and have been using various under eye creams for a few years. I am currently using one that works great. So I didn't expect this to make a difference, but after a couple weeks of use, I noticed my eyes look even better. I really don't get how this made more of a difference than all the expensive eye creams I've tried, but it has." —R. Weaver

Get it from Amazon for $5.99+ (available in 18 shades).

Want to know more? Check out our full Maybelline Instant Age Rewind Eraser Concealer review (#4).

Promising reviews: "Very comfortable! Being in my mid-30s, I was worried that this to might not look right, but it's awesome! It is soft and stretchy enough to put on without hurting myself. I might try a small to see if a more snug fit looks even better. But I'm absolutely getting another color! I have broad shoulders and a 36A bust." —STrinaj

"Don’t hesitate, just buy it. I bought it in one color and as soon as I tried it on I purchased three more. The material is like butter. It doesn’t have a built-in bra, but it’s lined and somehow makes my boobs look incredible, just the right amount of nip :). You could put on a bra with this if you’d like but there’s no need. It’s cropped but still long enough that it doesn’t roll up weirdly at the bottom. Can dress this up or down! I’ll probably end up buying every color by the end of the year, it’s just that incredible." —Danijtate

Get it from Amazon for $23.99 (available in women's sizes S–XXL and 23 colors).

Our Deputy Editorial Director Maitland Quitmeyer uses this and says: "Cloud Paint might be the easiest-to-apply blush of all time. I am (as you can see on the right) incredibly pale, and a lot of blushes get full Haunted Victorian Doll really quick. Two dabs of this and a quick blend, and the natural pink flush is there — and any excess product I just pop on my eyelids for a cute matchy look. It adds some hydrated dimension to an otherwise-matte face of foundation, feels SUPER comfortable on, and lasts (on me at least) all day! There is a little bit of a learning curve when squeeeeezing the product out (it can be easy at first to waste some), but once you're used to it, squeezin's a breeze. The good news is you only need a teeeeensy tad, so the tube lasts (The Sandlot voice) FOR-E-VER!"

Promising review: "Glossier's viral marketing finally got me, though I was worried their products may be a little young for me (and my skin is just way different now than it was when I was under 30). Still, this blush is great. Once you hit 30, your skin starts rapidly losing moisture, so I'm constantly moisturizing. Powders and powder blush are a thing of the past. Cream blush allows me to spritz on a moisturizing mist mid day without busting all my make up. It stays, has a nice color, and the leftover makes for a nice lip tint. I'll probably get more colors." —Glossier Customer

Get it from Glossier for $20 (available in 10 shades).

Promising reviews: "I love the light feel of the material (I live in the hot/dry desert) and I love the loose fit. I have fibromyalgia, lupus, and RA so anything loose feels better than being touched and squeezed all day by something rubbing up against me. I am in my mid-30s and this a cute, hip style that isn’t too young or too old, it’s just right for everyday wear. I am short but have a long torso and short legs, this doesn’t cut off in a bad way at all." —Ms. PM

Get it from Amazon for $26.99 (available in women's sizes S–3XL and 21 colors/patterns).

I can attest, this thing is like witchcraft in a mitt. I use this weekly to rid my early-30s skin from dullness and dryness. And I'm not joking, my arms, legs, tummy, bum, literally everywhere this thing graces becomes 10x smoother. It's now part of my routine before I shave — and if you think a razor can give you slick skin...paired with THIS, oh boy, you haven't seen (or felt) anything yet. Is it gross to see a week's worth of skin trickle off your body and into the tub with you? Yes. But is it oh-so-satisfying to get a closer shave? You betcha. Oh, and for me, I feel like this has stopped ingrowns in their tracks, too, because it lifts layers of skin before they harden and become more of an ish'. Basically, if you're looking to up your shower time routine, give this a go. Being gentle for the first couple of uses is key, and then once your skin becomes more tolerant, you can increase the pressure you apply. I can't wait for you to see how you and your skin like it!

Promising review: "I'll be honest; I thought this would be another thing I saw on Amazon via TikTok that was way overhyped. I have dry skin, and despite using lotions, oils, and gentle body washes, I'm ashy. This thing is incredible. I don't think I've ever been this exfoliated in my life! Not a single flake or scaly patch in sight. 1,000/10." —Ruth Bromberg

Get it from Amazon for $7.99+ (available in a one-piece and two-piece option).

Promising reviews: "This dress is stunning! So colorful! It fit perfectly! I’ve been looking for a good wrap dress for a long time. I already bought another color in a matter of a day. If you’re in the fence, just get it. Order your size. You will be delighted. Material is nice and thin. Perfect for Phoenix summers. I'm 150 lbs, 5’6” and 30-years-old." —Cassmosphere

"I love this dress. It fits great, is beautifully colored, and so comfortable. With no shoes it hits the floor but with a small heel or wedge you’re golden. It stays put and doesn’t fly open with the wind because it has a little belt hole on the right side of the waist that the ties goes through. I also like it with flats because it makes it very casual even if it hits the floor a little. I bought the red color but I think I will but it in a second color as well because it’s just so versatile and pretty!" —Kfire11

Get it from Amazon for $45.99 (available in women's sizes S–2XL and 32 colors/prints).

Psst! Bio-Oil contains retinol, which accelerates skin turnover but can make you more sensitive to the sun — so don't forget your sunscreen!

Promising reviews: "I LOVE this product! On the left was me two weeks postpartum and on the right is two months later!! I use this oil religiously! Twice a day (in the morning and at night ) I would definitely recommend this to EVERYONE, it is a little pricey but it is definitely worth it!!!" —Gia

"I love this stuff! I love how it makes my skin look and feel. I initially purchased this to even out my skin tone and help with stretch marks on my chest. Now I primarily use it as a nighttime moisture on my face, neck, and chest and twice daily on rough areas like my knees and elbows which it has helped tremendously. I also use it under my makeup and sometimes mix a few drops with my BB cream or foundation for a dewy look. I would seriously bathe in this stuff if I could! I've got my coworker and acne-prone boyfriend using it too. ABOUT ME: Mid-30s with normal to combination skin." —PB Hunny

Get it from Amazon for $9.99+ (available in three sizes).

Promising reviews: "This item was true to size and extremely comfortable (Walked miles in them, and went to a concert in them). Also, these definitely don't look like older individual style shoes. For reference I'm in my early 30s :) Happy shopping!" —Giovanna Gonzalez

"I'm very, very pleased with my decision! I have wide feet, so it's very hard to find comfortable shoes that actually fit right, but these are it! I like EVERYTHING about them! The material is stretchy, so all I have to do is slip them on. No bending over to buckle or tie straps and no pinky toe hanging out, lol! Heel is about three inches, if that, so easy and comfortable to walk in! Very NICE purchase!!!" —Sherry Hernandez

Get them Amazon from for $54+ (available in women's sizes 5–11 and wide sizes 6–11).

Promising reviews: "This is by far my favorite brow pencil. I am pale and have medium brunette hair but darker body hair/brows, and medium brunette shade of pencil fits perfectly. Also, it is so budget-friendly! My brows are incredibly sparse...I'd say I have 60% original brow hair on my left brow and 25% on my right. I HAVE to fill them in or I look ridiculous, especially because I'm so pale and my remaining random brow hairs are so dark. My brows unfortunately were overplucked as a teen and young adult years, and now that I'm in my late 30s I'm paying the price for it. I've tried probably 10 or 15 brow pencils over the past few years, of varying prices and brands...I wish I would have found this one sooner! So easy to use, looks natural, and stays put. I've been able to go two to three days without touching them up, and I shower daily. I do typically touch them up daily, however. This pencil is a legit miracle for me." —Mel83

Get it from Amazon for $7.99+ (available in seven shades).

BuzzFeed Shopping editor Heather Braga lets us know why this style is so very worth it: "I'm 31 and I've decided it's perfectly fine to invest when you find a style you love. Enter: the Ellie Nap Dress. I have it in two styles (Navy Poplin and Botanical Garden Crepe) and absolutely adore them. I feel super comfortable in them and, honestly, like a princess! I get tons of compliments whenever I wear them (a little flattery never hurt anybody) and might just order another one when the holidays roll around."

Promising review: "The Ellie Nap Dress is perfection! After about a year of Instagram telling me I needed a Nap Dress, I finally took the leap after having an emergency appendectomy. The dress was so comfy for recovery... and just about everything else! I own about a dozen of them now (and counting...). I've worn my Ellies for napping (duh), to work basically every day, out for girls' night, around the town in NYC, on airplanes, on the beach in Aruba, etc. It's perfect for just about any occasion, and SO, SO comfortable!" —Michelle

Get it from Hill House Home for $150 (available in women's sizes 2XS–2XL, in cotton or wrinkle resistant crepe material, and in 16 colors and prints).

This works for all skin tones to leave your face with a beautiful dewy glow! P.S. This is formulated with 18% zinc oxide (a mineral ingredient that works as a skin protectant — and hooray! Is an FDA-approved sunscreen component that reflects harmful UVs). And yes, bbs, it's clean, vegan, cruelty- and fragrance- free, *and* it's reef safe!

Live Tinted is a South-Asian woman-owned beauty brand founded by beauty blogger and entrepreneur Deepica Mutyala. Her brand is built around diversity and inclusion with phenomenal multitasking products that address skin concerns like hyperpigmentation. Just peep their top-selling color correcting Huestick.

See why this TikToker is choosing Huegard.

I've recently introduced this gem into my skincare routine, and — holy cow — I'm not sure why it took me so long to give it a whirl. I've been writing about Live Tinted's products for some time, and finally decided to snag some of their goodies for myself. Hueguard injects a literal ray of liquid sunshine into my daily regimen because, gold. And it really, truly, leaves zero white cast on my face — plus there's no pilling, either! It blends seamlessly with my complexion, feels ultra hydrating (which is key for my early-30s skin), and is the perfect base layer for makeup. (That's me above after a few hours of wear with Hueguard layered under some Kosas concealer and One/Size foundation and, I've got to be honest — as someone who has had a few acne scars residing on their cheeks for some time and struggles with makeup application — I haven't seen my complexion look this smooth in a minute! AND my no-makeup-makeup look stayed put for hours!) I can't recommend Huegard enough if you're looking to try something new!

Promising review: "This has now become my favorite daily sunscreen/moisturizer/primer. They really do mean it when they say 'no white cast' and the product doesn't feel oily/doesn't block my pores. Love the consistency and that you can travel with it — plus it's a 3-in-1 so it saves me a lot of time. Highly recommend!" —Ulta Customer

Get it from Ulta, Live Tinted, or Amazon for $32+ (available in two sizes).

Promising review: "I'm in my early 30s and have adult acne as well as aging skin. This stuff is amazing for both! It reduces my acne overnight and leaves my skin looking fresh and glowing. I also use it around my eyes and lips, and my fine lines have disappeared, even when I smile. The deeper lines are still there, but they are definitely not as noticeable. I saw results after the first day, and within a week the results were amazing. I've been using it almost every day for about a month, and my skin looks better now than it has since before I hit puberty. I've tried just about every product on the market for acne and the best my skin has gotten was just okay. I had accepted that I was just never going to have great skin. Then I read about this stuff on BuzzFeed of all places. I was really hesitant to try another product, but the cost, satisfaction guarantee, and tons of positive reviews for this one made me decide to give it a shot. I am so glad I did! I bought this in hopes it would give me clear skin, and the reduction in my fine lines is an awesome bonus. I will definitely buy it again!" —MelMel

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

Promising review: "This is my third Vapor Apparel UPF shirt and I absolutely love them. This shirt fits me perfectly in the hot pink and blue colors, though the white is slightly looser (I do think the fit varies a bit by color). All of them protect me from the sun without making me too hot. I wear them while running, hiking, walking my dogs, and basically anytime I’m going to be out in the sun for long. I feel they do a good job keeping me cool and I like not having to apply sunscreen to my arms all the time when I’m wearing this. Although I’m naturally tan and never get sunburned, the sun is still dangerous for our skin, so since turning 30 this has become really important to me. I haven’t noticed any new sun freckles on my arms so I think the UPF is legit. I’ve had my pink one for over two years with weekly hard use and washing, and it’s still in good shape. These shirts are a good value and I’ll probably be getting another one soon since I seem to be wearing them daily in the summer!" —Sarah D.

Get it from Amazon for $27.99 (available in women's sizes XS–2XL and in 12 colors).

It's also made with skincare ingredients so just in case you *gasp* sleep in it, you'll still wake up with good skin! It's suitable for all skin types, fragrance-free, vegan, and cruelty free.

Youthforia is an Asian woman-owned small biz that aims to make makeup that's so good for your skin you can sleep in it. The founder, Fiona Co Chan, even tested the blush by sleeping in it for two months! They are passionate about being environmentally friendly.

Check out a TikTok of the BYO Blush in action.

Promising reviews: "I kept seeing this and absolutely am in love. I am in my late 30s and this feels very fresh. I don't wear much makeup, but sometimes need a little brightening up and this is perfect. It's not cakey, and doesn't look like you are wearing a lot of product. A tiny bit goes a long way, and it feels high quality. I absolutely love it." —christopher Hahr

Get it from for Amazon for $36.

BuzzFeed Shopping editor Elizabeth Lilly has this and raves: "I own and have worn this airy dress for so many travel photo ops. (After clocking in a bit of traveling by my mid-30s, I recognize the need for ensembles that photograph well but are super comfy.) It's super easy to adjust the puff sleeves from on- to off-the-shoulder to fit your mood — or when you need to cover your shoulders and knees to go into a gorgeous cathedral."

Get it from Amazon for $35.99 (available in women's sizes XS–XL and seven colors).

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

Promising review: "I am 30 and haven't given much thought to the hair on my face since I was a teenager, but I stopped plucking my eyebrows during quarantine and I thought this would help me keep them shaped. It does, and I ended up using it on the peach fuzz on my cheeks and chin, earlobes, upper lip hair, and baby hairs on my hairline. I swear it makes my face look fresher and makeup looks smoother." —Brich0328

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

Reviews have been edited for length and clarity.