Let’s face it… cosmetics cost a lot. And as time bestows us with more age spots, crows feet, and laugh lines, we seem to need more and more make-up to “make-up” for what time has taken away. So, all the more reason why it’s so important to care for our cosmetics properly, including tossing them when they’ve outlived their purpose. Here are a few tips from Rita Brown, principal make-up artist from Shu Uemura in SF for how to make your make-up last.

Lip Products

Lip gloss keeps about six to 12 weeks. Wipe the wand with alcohol about every two weeks to keep it sanitized. (This helps maintain the consistency of the formula, too.) Lipsticks keep a bit longer, about four to five months. Swipe the tip along a paper towel occasionally.

Eye Products

Sharpen eye (and lip) pencils between uses and these products should keep through the end. Mascara is at its best before the 13-week mark. Keep it from drying out sooner by avoiding the urge to pump the brush, which pushes air into the tube.

Foundation & Powder

Change out these items seasonally to match shifting skin color. For powders, use a brush instead of a sponge to minimize the transfer of dirt and oil onto the product.

Don’t Brush it Off

Wash makeup brushes two to four times a month, says Annie Ford Danielson, San Francisco-based Benefit Cosmetics trend artist. (benefitcosmetics.com). Rinse with warm water, careful not to submerge the entire brush. Lather in a conditioning shampoo and rinse. Gently squeeze excess water and fluff. Lay brushes on a flat, toweled surface and let dry.

Maintain Your Tools

Use a fine-tooth comb to strip strands from hairbrushes once a week, says Desmond Crosby, color specialist for Sephora in Union Square (sephora.com). Then rinse the brush under warm water to remove residual hair product. Take your tweezers to a cutlery for sharpening and tension adjustment, so you can grab those baby-fine hairs. Use alcohol to sanitize and eliminate mascara buildup from your eyelash curler.

Keep Cream Fresh

Skin care products usually last six to 12 months once open, says Cris Thorngate, manager of the apothecary Kiehl’s in Pacific Heights (kiehls.com). Stick to the expiration dates to ensure you receive the formula’s full benefits, especially when it comes to sunscreen. With jars, use sterile, plastic spatulas to eliminate the transfer of bacteria from fingertips to the product.

Make Scents Last

Fragrances generally last as long as three years but can keep as many as five if stored inside the box, away from light, says Nancy Lueck, Bloomingdale’s West Coast public relations director. Extend the life of fragrance by applying with the stopper. Direct contact from fingertips to bottle can transfer oils, ultimately altering the fragrance.

Don’t Just Toss It

Check with cosmetic companies for recycling incentives. MAC Cosmetics, for example, offers a free lipstick for every six containers dropped off (maccosmetics.com).

To read the full SF Chronicle article, go to http://www.sfgate.com/columns/checkitoff/