Of course, older ladies like their lipstick as well. Nearly a third of 35-to-44-year-olds were heavy cosmetics buyers, and consumers ages 65 to 74 were heavier cosmetics buyers than 55- to 64-year-olds. TABS found that makeup mavens have moolah, too. Among consumers who made $125,000 or more 39% were heavy buyers of cosmetics. And 31% of those making $100,000 to $124,000 were heavy cosmetics buyers, too.