The question was simple: radiant and bright skin, or more matte? The answer from Elsa Pataky, the Spanish actress who turns 50 on July 18, came without hesitation - "radiant and bright, always." And behind that short sentence stands a tip the makeup industry rarely says out loud: matte ages you, glow rejuvenates.

For years the rule was the opposite. Matte makeup ruled on television to cut the glare from studio lights, and from there it migrated into everyday life as a synonym for "polished." But in 2026, sheer, almost "no-makeup" looks are becoming the dominant trend - and Pataky, an ambassador for a cosmetics brand, carries that approach from red carpets to television appearances.

Why glow, and especially after 45? Because mature skin calls for "fluid textures that don't crack, don't dry out and don't emphasize fine lines," the article explains. Matte powders settle over time into the lines of the face and achieve the opposite of what's wanted - they add years instead of taking them away.

The technique is simpler than it sounds. A fluid, almost sheer base; a creamy blush instead of powder; a stick highlighter applied to the upper cheekbones, the temples and the bridge of the nose. The intensity is adjusted to how much glow you want - more for evening, less for day.

But the most important part Pataky puts before the makeup, not in it. Skincare comes first - serums with antioxidants (especially vitamin C), creams that strengthen the barrier and hydration. When the skin is even and without redness, the need for a heavy layer of makeup disappears on its own. In other words, the best makeup is the one you almost don't need - a message the cosmetics industry says quietly, because it earns the least from it.