New make-up line for women over 60 promises secret of ageing gracefully but is it really any different from regular cosmetics?

New make-up line for women over 60 promises secret of ageing gracefully… but is it really any different from regular cosmetics

It”s a booming market and products are finally meeting its demands.

A new make-up range for over 60s has launched, pushing specially-designed cosmetics for the older woman into the fore.

The Fabulous range, by Fabulousat60.com”s Andrea Warshaw-Wernick, features a selection of eye shadows, pencils, lipsticks, glosses, blushes and mascaras.

Absolutely fabulous: The new range of age-forward make-up is available at fabulousat60.com, costing from $15 to $30

Absolutely fabulous: The new range of age-forward make-up is available at fabulousat60.com, costing from $15 to $30

According to the site – a showcase forMs Warshaw-Wernick”s seemingly age-defying good looks – the new line “bridges the gap between natural and high fashion cosmetics.” The fitness fanatic has appeared in Real Housewives of New York City.

The natural, muted colour palette appears to have been chosen to complement mature skin tones and uneven pigmentation, avoiding bright and jarring hues.

While WWD reports that the highly pigmented colour extracts are designed for ageing skin types, the cosmetics are is otherwise not unlike other ranges on beauty counters.

The astute move by Ms Warshaw-Wernick, who is in her mid-60s, reflects a growing and highly lucrative niche in the beauty industry.

Baby boomer: Andrea Warshaw-Wernick, who is in her mid-60s, has seen the niche in the market for make-up targeted at older women

Baby boomer: Andrea Warshaw-Wernick, who is in her mid-60s, has seen the niche in the market for make-up targeted at older women

Surveys have shown that the U.S.”s 78million baby boomers now control more that 70 per cent of the country”s disposable income – and more and more brands are keen to cash in.

The non-comedogenic new line costs between is a $15 and $30 and all products are allergenic and fragrance free.

It adds to the lifestyle site”s portfolio of vitamins and workout videos for the older woman and comes on the heels of another range of make-up targeted at the mature woman.

Boom by Cindy Joseph is the brainchild of a model who was discovered just ten years ago at the age of 50.

She soon learnt that the industry is catered towards youthful looks. “I thought wow, wouldn”t it be awesome to make a cosmetic line that was pro-age instead of anti-age” she told ABC”s Nextracks.

Ms Joseph was first approached by an agent on the day that she stopped dying her hair – letting her natural grey take over – and hasn”t looked back.