How long does makeup last? Expiry dates, the PAO symbol and when to throw it away
Most makeup doesn’t come with a clear “use by” date — it comes with a tiny open-jar icon that’s easy to ignore. Here’s how to read it, how long common products really last, and how to stop guessing.
Two ways cosmetics show their shelf life
In the EU and in many other markets, every cosmetic has to show its shelf life in one of two ways:
- The PAO symbol (period after opening) — an open jar with a number and the letter M, such as 6M, 12M or 24M. It tells you how many months the product stays good after you first open it.
- A “best before” date, often next to an hourglass icon. It’s used for products that last less than 30 months even unopened, and it applies whether you’ve opened the product or not.
In the US, most cosmetics don’t have to carry an expiry date at all. Sunscreens are the exception: they’re regulated as over-the-counter drugs and come with an expiration date.
The catch with PAO is obvious: “12 months after opening” only helps if you remember when you opened it.
How long common products last after opening
Always check the PAO on the packaging first. If it’s missing or worn off, these typical ranges are a sensible guide:
| Product | After opening |
|---|---|
| Mascara, liquid eyeliner | 3–6 months |
| Liquid or cream foundation, concealer | 6–12 months |
| Cream blush, cream eyeshadow | 6–12 months |
| Lip gloss, liquid lipstick | 12–18 months |
| Bullet lipstick, eye and lip pencils | 12–24 months |
| Powder eyeshadow, blush, bronzer, setting powder | 18–24 months |
| Moisturizer, cleanser | 6–12 months |
| Vitamin C and other active serums | 3–6 months |
| Sunscreen | Until the expiry date, and within about 12 months of opening |
Liquids and anything you use around the eyes go off fastest: they contain water, and every use brings in bacteria. Powders contain almost no water, so they last the longest.
Signs a product has gone off
- The smell has changed — sour, rancid or “off”.
- The texture has separated, gone lumpy, dry or slimy.
- The color has darkened or shifted.
- Mascara is dry and clumpy, or your eyes sting or itch after using it.
- Any product suddenly irritates your skin.
If you notice any of these, toss it — even if it’s still within its PAO.
How to make your makeup last longer
- Store products away from heat, sunlight and steam — a drawer beats the bathroom shelf.
- Close lids tightly and don’t pump mascara wands: it pushes air into the tube.
- Don’t add water or saliva to dried-out products.
- Don’t share eye and lip products, and replace eye makeup after an eye infection.
- Wash brushes and sponges regularly and sharpen pencils before use.
Stop guessing: let your phone remember
The easiest habit is to note the opening date the day you open something. In Beauty B#tch you add a product, enter either the date printed on the packaging or the opening date plus its PAO, and the app works out when it expires. You’ll get a reminder before it does, and the home screen shows what has already expired and what expires soon.
Read next: how to organize your makeup collection.
FAQ
What does 12M mean on cosmetics?
It’s the PAO (period after opening) symbol: the product stays good for 12 months after you first open it. 6M means six months, 24M means two years.
Can I use makeup after it expires?
It’s not recommended. Preservatives weaken over time, so expired products are more likely to grow bacteria and irritate your skin or eyes — especially mascara and liquid products.
Does unopened makeup expire?
Yes, but slowly. Products that last less than 30 months must show a best-before date; others usually stay good for about three years unopened if stored away from heat and light.
How often should I replace mascara?
Every 3–6 months after opening, or sooner if it dries out, smells odd or irritates your eyes.