Wrinkles? Fine lines? If you’re older than 30 (OK, maybe 25), no doubt these words creep into your mind each time you face the mirror.

These days, there are lots of things you can do to help reduce the imprint aging leaves on your face. Lasers, facial peels and even plastic surgery all are very realistic options today. But what if you’re a bit squeamish (like me) and the idea of surgery or some other type of medical-sounding procedure doesn’t quite do it for you?

What if there was a way to just sort of cover up the signs of aging with a little makeup? Think about that! When you apply your makeup in the morning, you’d look fresher dare we say even younger than when you woke up.

With more women than ever entering the “over 30″ category,” all sorts of industries are jumping on the bandwagon of catering to this hot-market demographic. So-called “older women” are big consumersand big spenders. Once ignored by marketing executives and makeup companies, “mature” women are now a hot target.

Case in point: The onslaught of age-conscious products specifically geared toward women who are looking for a little help in their morning makeup routines. Enter the world of multi-tasking, often age-defying, makeup.

How Old is Old?

OK, so you’re not exactly in the canasta club with Grandma Moses, but you have noticed a few little laugh lines, frown lines, fine lines (as if there actually were anything fine about them!) and their ilk.

Don’t worry, you’re not alone. As the population ages, more and more women are looking for subtle ways to give nature a helping hand.

What Happened To My Dewy Complexion?

One of the biggest issues women face as we age is that our skin loses moisture as well as the protective ceramide barrier. Our skin produces less natural oils. Skin becomes dehydrated. Even if you’re prone to breakouts (adult acne), you may still be experiencing a loss of moisture (even though that may sound a bit contradictory). And as the epidermis thickens, skin that once glowed of youth becomes dull, dry and just plain tired in appearance.

Younger skin has an amazing ability to attract and retain moisture. Moisture helps add elasticity and plumpness to skin (aka, that fresh-faced look). As we age, this moisture reservoir ability becomes less and less effective.

Loss of the ceramide barrier can lead to new issues with irritation and sensitivity, even to products used for a lifetime. Restoring the ceramide barrier can restore moisture, but simply restoring moisture without repairing the barrier cannot guarantee eliminating irritation concerns.

So, moisturizing becomes a top priority for women as they age. (Remember Grandma’s “night cream:” that thick, gooey stuff she used to slather on just before going to sleep at night?). Today, we have many more efficient, neater ways to give our skin the moisture it craves.

Before you go out and try a new makeup, including one that promises the fountain of youth, consider revamping your skincare routine. Moisture is key. Start with a non-drying, non-irritating cleanser – but make sure it can dislodge the excessive layers of epidermal cells that are making your skin look dull. I like DERMAdoctor Wrinkle Revenge Antioxidant Enhanced Glycolic Acid Facial Cleanser 1. Then it’s time to follow with a full-spectrum anti-aging treatment with moisturizing abilities. Two to try: DERMAdoctor Wrinkle Revenge Rescue & Protect Facial Cream and Peter Thomas Roth Mega Rich Intensive Anti-Aging Cellular Creme (and of course apply a really good sunscreen, too).

So, what makes these new formulations “defy” the ravages of time? Several newer ingredients, formerly found primarily in skincare products, are being added to foundations. Topical vitamins and minerals, potent antioxidants, skin firming amino acid peptides and potent free radical fighting antioxidants, are added to these formulations in order to help repair the skin and improve its appearance. Studies have shown that certain vitamins have antioxidant properties that can help neutralize free radicals (by products that can cause skin damage).

In Part 2, I’ll discuss cosmetics that do more than just cover-up your imperfections.