Fed up with ageist assumptions in the beauty industry, Tricia Cusden launched her own makeup brand at the age of 68. Five years on, business is booming and she’s a Youtube star. Here she tells us how to create beautiful eye makeup on older faces

When you conjure up an image of a Youtube makeup ‘influencer’, we’ll wager you’re imagining a fresh-faced, possibly contour heavy millennial who’s partial to a ‘hack’ tutorial and the odd candy hued highlighter. Nothing wrong with that, but the beauty blogger/ vlogger stereotypes can cloud the landscape in terms of what’s really out there, namely smart, beauty and business savvy women with real wisdom, insight and passion to share. One such woman is Tricia Cusden, the Look Fabulous Foreverfounder whose makeup range is tailored to the needs and desires of older women, without patronising them, and whose website andYoutube channel discuss everything from party makeup to anxiety in old age, with regular street style snaps of chic, mature women.