I'm 42. I had the same issue last year: suddenly, my usual make-up routine wasn't cutting it. I was starting to look old and crinkled under the eyes. I thought about buying more expensive products, but instead I just changed my routine.
Out went the black mascara and thick eyeliner and smoky three step eyeshadow.
In came the under eye concealer and the tinted moisturiser.
I'm using a brown mascara now, instead of black, which doesn't look so harsh.
I apply the tinted moisturiser, under eye concealer, a dust of powder on my t-zone, a pop of blush on my cheeks AND eyelids, mascara and boom, I'm done.
I'm using no7 city lights tinted moisturiser, £13, and a nip and fab CC eye fix (which I buy on ebay or amazon for around £5 but which costs around £16 in boots)
I've also been applying a 'Revolution" hyaluronic serum (superdrug, £10) at night when I feel I need a boost and it's brilliant for hydrating.
I'm ivory-coloured, and freckled, and my skin is sensitive but in pretty good condition.