Brand Spotlight: RMS Beauty

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I’m introducing a new series here on Substack called Brand Spotlight, and it’s exactly what it sounds like: a chance to dig into a brand, tell you what it does well and where I think it’s worth spending your money.

Today, we’re starting with RMS Beauty.

Founded by celebrity makeup artist Rose-Marie Swift in 2009, RMS has always taken a less-is-more approach to makeup. The goal isn’t perfect coverage. It’s healthy-looking skin.

I think that’s one of the reasons the brand resonates with so many women over 40.

One of the more surprising changes I’ve noticed as I’ve gotten older isn’t my skincare, it’s my makeup. The products I’d used for years suddenly weren’t giving me the same results. Foundation felt heavier. Powder emphasized texture instead of smoothing it.

That’s where RMS stands out. The formulas work with mature skin instead of trying to cover it up. They enhance your skin instead of masking it, leaving you looking like the most polished version of yourself.

I’m also finally heading to the beach next week, and a few RMS products made it into my makeup bag. During the summer, especially at the shore, I want my routine to be quick, fresh, and pretty, and these are exactly the kinds of products I reach for.

One thing I really appreciate about the brand is that Rose-Marie has filmed dozens of application tutorials for many of the products right on their product pages. I went down a bit of a rabbit hole watching them, and they’re genuinely helpful. They’re short, easy to follow, and full of the kind of little tricks that can make a product work even better. (And if you’re on TikTok, their account is also incredibly helpful.)

Now, that doesn’t mean every product is a home run or that everyone should replace their entire makeup bag. That’s never how I approach beauty. But if you’ve been feeling like your makeup just isn’t sitting the way it used to, or you just want a lighter, easier, your-skin-but-better vibe, RMS is one of the first brands I’d suggest exploring.

Below are the products I use regularly and genuinely think are worth your money.

This is the product that introduced me to RMS, and it’s still one of my favorites. It’s lightweight, buildable, and perfect for days when I want a little extra coverage without a heavy, made-up look. I dab it around my nose, on the occasional blemish, or anywhere my skin looks uneven, and it blends in beautifully.

It covers what you want it to cover without settling into fine lines or looking heavy, so your skin still looks like skin.

I keep a few shades on hand so I can adjust depending on the season or whether I’ve used self-tanner. It’s one of those products that’s always in my makeup bag because I know it will work no matter what the day calls for.

Shop: UnCoverup Concealer | $42

You can absolutely use your fingers with the UnCoverup Concealer, but I'm a big fan of this brush. It mimics the effect of fingertip application while giving you a little more precision, especially around the eyes and nose.

If you're trying the concealer for the first time, I'd seriously consider adding the brush too. It makes a good product even better.

Shop: Skin2Skin Concealer Brush | $25

I am an absolute sucker for a lip gloss or, in this case, a lip oil. The Legendary Lip Oil is one of those products I reach for constantly because it’s moisturizing, beautifully pigmented, and, best of all, not sticky.

You can wear it on its own for an easy wash of color or layer it over lipstick to add a little shine. I have Lily, a pretty cherry, Karolina, which is the perfect everyday pink, and Adrianna, a sheer shimmer that I love over a traditional lipstick when I want a little extra dimension.

Shop: Legendary Lip Oil | $26

And speaking of lips, RMS makes a fantastic lip pencil. I almost always line just outside my natural lip line, not enough to look overdone, just enough to define the shape and add a little fullness.

For me, Sunrise Nude is the perfect “my lips, but better” shade. It blends seamlessly with my natural lip color, so even if my lipstick wears off, I’m left with soft definition instead of a harsh line.

I especially love pairing it with the Legendary Lip Oil. Together, they create an easy, polished lip that’s perfect for every day.

Shop: Go Nude Lip Pencil | $26

This is a really interesting product. It’s skincare, sunscreen, and the lightest wash of coverage all in one. On days when I don’t feel like wearing foundation, this tones down redness, evens everything out just enough, and leaves my skin looking healthy without feeling like I have makeup on.

One thing that surprised me is the shade range. I’m fair-skinned, but I wear Medium Aura with no problem. The tint is sheer enough that it blends in beautifully, adding warmth and a healthy glow rather than looking too dark. I also keep Light Aura on hand and use it as a subtle liquid highlighter on the high points of my face.

If I need a little more coverage around my nose, under my eyes, or on the occasional blemish, I’ll simply layer the UnCoverup Concealer on top. The two products work beautifully together and give you coverage exactly where you need it without having to commit to a full face of foundation.

If you’re looking for full coverage, this isn’t it. But if you love a fresh, minimal makeup look, especially in the summer, I think you’ll really enjoy it.

Shop: Supernatural Radiance Serum Broad Spectrum SPF 30 Sunscreen | $49

I’m not a heavy bronzer person, but I do like adding a little warmth back into my face, especially in the summer. This bronzer gives you that “I’ve been outside for the weekend” look instead of looking orange or muddy.

The gel-to-powder formula is incredibly smooth, blends beautifully, and never looks chalky or dry on my skin. I dust it across my forehead, cheeks, and the bridge of my nose, basically anywhere the sun would naturally hit.

One feature I really appreciate is that all of RMS’s powder compacts are refillable. When you run out, you can simply replace the pan instead of buying an entirely new compact, which is a thoughtful touch and a little less wasteful.

I wear the shade Beachwalk Betty and it’s become one of my favorite ways to add a little warmth and looks natural.

Shop: ReDimension Hydra Bronzer | $38

Similarly, their blush is just as beautiful. The gel-to-powder formula blends effortlessly into the skin and gives you that healthy, natural flush without ever looking chalky or powdery.

I wear the shade French Rosé, which is the perfect soft pink for my complexion. It adds just enough color to wake up my face without overpowering the rest of my makeup.

Like the bronzer, the compact is refillable, which is a thoughtful feature I really appreciate. When you finish the product, you simply replace the pan instead of buying an entirely new compact.

I also picked up a great tip from one of Rose-Marie’s videos: she applies her blush above the nostril line to create a subtle lifting effect. I’ve been trying it myself, and it’s one of those little tricks that makes more of a difference than you’d think.

Shop: ReDimension Hydra Powder Blush | $38

Finally, another standout from the ReDimension Hydra collection is the luminizer. I’ve tried plenty of highlighters over the years, and most are either too glittery or just don’t look believable on real skin. This one is different.

It gives your skin a soft, candlelit glow instead of obvious shimmer. I dust it across the tops of my cheekbones, down the bridge of my nose, and just above my cupid’s bow. If I’m heading out to dinner or going out, I’ll even tap a little into the inner corners of my eyes.

Like the bronzer and blush, it’s housed in a refillable compact, and a little goes a long way.

One of my favorite tips from Rose-Marie is to dab a bit of this into the hollows under your eyes before concealer. It catches the light and softens shadows without looking sparkly. It’s such a simple trick, but it makes a real difference.

Shop: ReDimension Hydra Dew Luminizer | $44

Happy Shopping!