Hyaluronic acid
Deep hydration that plumps the look of fine lines.
Our Story · Since 2020
Our body changes as we age. Our beauty should evolve with it.
At Rumi Cosmetiques, we create makeup and skincare-inspired formulas for mature women, made to celebrate your natural beauty, never to hide it.
540K+
Women trust Rumi
4.8
Average rating
98K+
Verified reviews
“They genuinely care. Every message feels like it's from a friend who truly listens.”
Made for mature skin
Gentle on sensitive eyes
Vegan & cruelty-free
Money-back guarantee
Our Philosophy
Beauty products for mature women that highlight natural beauty instead of trying to cover it.
We're all about helping women redefine themselves and rebuild their confidence. We believe in celebrating life.
We believe in helping each other unselfishly, lifting others, and trying to be the best version of ourselves every single day.
We should never apologise for, or hide, the flow of our life and our years of experience. We are all beautiful in our own way, and growing older has yet another way of enhancing it.
More than cosmetics
We're here to listen, support, help and inspire.
We take a dual approach to our work: creating cosmetics and skincare with swift, remarkable results, and walking alongside the women who use them toward their fullest potential.
For our team, it's something deeper than a cosmetics company. It's our way of caring, honouring and expressing gratitude to the strong women who raised us and held us together, and of celebrating women of every nationality, race, face, culture and personality.
We share our truest love for clean beauty while encouraging a sincere feeling of sisterhood.
Why it works
Luxurious results at home. Without the luxury price.
Our priority has always been the highest quality formulas, made with carefully selected world-class ingredients for outstanding results, at a price that stays reasonable.
Formulated by experts
Developed with leading cosmetic chemists, dermatologists, process engineers and specialists of their métier in beauty.
Natural origin first
We choose ingredients of natural origin wherever possible. Everything is vegan, cruelty-free and made with love.
Tested for sensitivity
When a formula needs a man-made component, we proof-test it closely for safety and irritation. Made for sensitive eyes and skin.
Since 2020
A family business with an “I still got it!” attitude.
As Rumi came into bloom, one of our dearest wishes was to inspire women to never stop being the best version of themselves, and never to settle for less, whatever changes and challenges getting older brings.
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2020
Founded as a small family-run business
Our first mission: products with conclusive evidence of healthier, longer and thicker-looking lashes.
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Growing
From lashes to a full ritual
Brows, undereyes, hairline and skincare: each formula made for how mature skin really behaves.
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Today
Trusted by 540,000+ women
Our passion grows more resilient every day. We're grateful to have you on the journey.
Real women. Real results.
Trusted by 540,000+ women.
“Having tried hundreds of mascaras over the years, I've finally found one that doesn't irritate my hyper-sensitive eyes or leave me looking like a panda a couple of hours in. And my lashes are definitely getting longer.”
“Goes on smoothly and stays on all day without smudging or running. I'd tried a few recommended for my age (51) and they didn't work. I almost gave up, but I'm so glad I gave Rumi a try.”
“I've tried them all, but I was always disconcerted by the ingredients because I have very sensitive eyes. That's why I tried this serum. I can't remember what number tube I'm on, which says it all!”
As seen in
The Ingredients
Skin-loving actives, chosen with care.
Skincare inside your makeup: the clinical actives behind our formulas, selected to nourish, hydrate and protect mature skin.
Inside our formulas5 actives
Caffeine
De-puffs and boosts microcirculation.
Niacinamide
Brightens and evens out skin tone.
Tripeptide-1
Supports elasticity and firmness.
Bisabolol
Soothes sensitive, delicate skin.
Vegan & cruelty-free
Natural origin first
Tested for sensitivity
The Rumi Icons
Four formulas. Endlessly reordered.
EyeCorrect+ Undereye Brightener
Brightens dark circles and erases tiredness in seconds.
$35
Shop now
PowerBrow+ Tinted Eyebrow Gel
Fills, shapes and defines sparse brows, smudge-proof all day.
$35
Shop nowJoin the sisterhood
Beauty that evolves with you.
Gentle, high-performance formulas for women over 45, with free shipping available and our money-back guarantee.
Shop the collection