Shoppers in their 70s praise £30 Jones Road eyeshadow that's 'great on mature skin'

Beauty fans are going wild for a new eyeshadow launch from Jones Road that has been praised for being 'great on mature skin'. The Eyeshadow Stick costs £30 and is available in eight different neutral colours that make it an ideal choice for everyday makeup.

With a stick applicator, it's a lovely choice for those who prefer an eyeshadow that can double up as a chunky liner too. Hailed by the brand as a 'creamy, highly pigmented shadow that transforms without trying', its lightweight formula contains tocopherol, also known as vitamin E, as well as glycine soya (soybean) oil, which is known for its antioxidant and skin conditioning properties.

Designed for long-lasting wear, the eyeshadow can easily be applied with the fingers for an effortless application, ideal when out and about, or can be blended with a fluffy eye brush for a more 'diffused' look.

One aspect of the eyeshadow stick's formula that sets it apart from similar products on the market, is that it doesn't crease on the eyelids, according to Jones Road.

The brand explains: "Once The Eyeshadow Stick dries down, it will lock onto your lids and stay put - it won't crease, fade, or smudge while you wear it. It also doesn't transfer after application."

It also prides itself on delivering long-lasting coverage that can last all day 'without ever feeling oily, dry, or stiff on the lids'. These details rival the likes of Laura Mercier, whose Effortless Eyes Caviar Stick Eye Shadow Trio is on sale for £37.80 from £54 and is loved by over 60s for its smooth application - one person shared: "Goes on like silk, blends easily and stays on!"

Fenty Beauty's Shadowstix Longwear Eyeshadow Stick, £22, has also been given an impressive five-star rating, with one person noting how it's the 'ultimate' eyeshadow that 'glides on smoothly on the eyelids and does not crease throughout the day'.

Although Jones Road's The Eyeshadow Stick has received praise from shoppers who love the product's 'sheer' coverage, with one person adoring its subtlety, stating: "At 74 I can go light during the day and it looks so natural and for evening it gives me that extra oomph I need, but not what most eyeshadows do by looking like 'hey there I'm an eyeshadow'. No, this is subtle but sexy. I am very pleased with both the colours I chose: taupe and grey."