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  • We hear it all the time—“beauty comes from within.”

    We’ve heard it so often that we don’t even consider what it means. But think about it: how many women do you see who radiate so much well-being from the inside, that they look stunning on the outside?

    It’s because how we feel impacts how people see us. People notice our external radiance, when our well-being is radiating from within.

    That’s why the key to looking great is feeling great. Good news: There are plenty of things you can do to cultivate this radiance in yourself. Read on for five ways to look and feel great after 40.

  • 1. Scratch the “Over 40” part!

    The idea that we should have to work harder to look beautiful after 40 is a myth. Know what’s gorgeous? A woman who feels good in her own skin.

    When you love yourself, you can only become freer, happier, sexier and more at ease as you age. That freedom and ease shows on the outside—if you let it. So first, forget the idea that you have to work to look gorgeous over 40.

  • 2. Practice transparency.

    We often feel like we have to present a mask to the world—one that matches the pictures in magazines or on TV. But covering up what we look like just hides the natural radiance we all have inside.

    We suggest practicing transparency instead. Every day, allow just a little more of your authentic self show through—in conversation, with your loved ones, or just making eye contact as you walk down the street.

  • 3. Exercise in a way that feels good.

    Studies have proven exercise has positive effects on your well-being. Yet, many of us still avoid exercise because we think there’s a way we’re “supposed” to do it. But the key is to find ways to exercise that feel great to you.

    Love dancing? Put on your favorite playlist, and have a solo dance party in your house. Love exploring? Spend your lunch break taking a brisk walk in a new part of your neighborhood.

    If you exercise in a way that feels good to you, you’ll be amazed how easy it becomes to keep it up. Exercising regularly will increase circulation, decrease inflammation and “tiredness,” rejuvenate your cells, and brighten your skin and face.

  • 4. Get enough sleep.

    When busy schedules take over, sleep is often the first thing to go. But your body, skin, and well-being need time to rest and recuperate. In that way, getting enough sleep is an act of self-nurturing.

    When you nurture yourself, it shows on your face and in your skin. Try setting an alarm for bedtime (instead of the morning!) and turning in an hour earlier each night. Then check the results in the mirror the morning.

  • 5. Do less.

    Society teaches women that we should take care of everyone else’s needs. In the rush of life, taking time out to take care of our own well-being often falls by the wayside.

    But less is more. If you find just a few tasks each day to delegate or minimize, it creates more space for us to cultivate our own well-being. It allows our natural radiance to emerge.

    After 40, you can help simplify your life by paring down the number of cosmetics you use. Instead of keeping dozens of different products, try choosing only a handful of items that allow you to look your best.

    That’s what Boom cosmetics are designed to do.

Is there a woman who hasn’t dabbed a little lipstick on her cheeks for a quick touch-up?

The whole idea behind BOOM! is less is more. Women shouldn’t have to be slaves to dozens of different makeup products—especially in their 50s, 60s, 70s and beyond.

You should be able to simplify your makeup routine, and pare down to just a few items that allow you to look your best. That’s why our late founder, Cindy Joseph, originally created BOOM! and our line of three creamy cosmetic sticks—known as “Boomsticks”—that can easily replace everything in your makeup bag.

Jennifer Aniston is a BOOM lover!

"BOOM! is the sound of a revolution in cosmetics. Whereas other cosmetic companies are constantly adding products, we are taking them away.

While other skin care and makeup companies carry “anti-aging” products, BOOM! is the only company that is “PRO-AGE.” And we are not the only ones who think age is beautiful.

Jennifer Aniston believes in aging gracefully and not overdoing it on the makeup. When asked by Self Magazine what is in her purse when she leaves for the day, she said, “Boomstick Color: It’s an all-in-one stain for eyes, cheeks and lips that’s so much fun.”

“There is this pressure in Hollywood to be ageless,” said Aniston. “I also understand that age is kind of awesome... Don’t over-product—that’s the other thing.”

At BOOM!, we say “less is more as women age.” Our line is a super multitasker that can replace everything in your makeup bag—with just three sticks.

Check our new products

Boom cosmetic sticks come in identical white tubes that fit in the palm of your hand. They are exclusively sold on the Boom website.

The Boom products come in identical white tubes that fit in the palm of your hand. Boomstick Color, a sheer berry for cheeks, brow bone, eyes, lips, forehead, neck and decollete; Boomstick Glimmer, a sheer iridescent champagne for the sides of the eye, eyelids, cheekbones, shoulders and decollete; Boomstick Glo, an olive oil and beeswax moisturizer for lips, cuticles, around the eyes, and anywhere else you can use quick moisturizing touch-ups.

$ 28 Boomstick Color

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$ 28 Boomstick Glimmer

Watch Demo Video:

$ 28 Boomstick Glo

Watch Demo Video:

Our late founder, Cindy Joseph, created our original Boom cosmetics and skin care line. As a makeup artist for 27 years, Cindy had unique insight into exactly how to bring out every woman’s natural beauty at every age. Cindy always said: “As women age, looking fresh, rather than made up, is the key.”

“The biggest makeup mistake that middle-aged women make is putting on too much under eye concealer,” Cindy used to say. “At home, it might look OK, but in the daylight, it just looks like a bunch of gunk under your eyes. The older you get, the less makeup you should wear. It ’s not a blank canvas anymore.

Long before Cindy founded BOOM!, she had two very successful careers—first as a makeup artist, and then as a silver-haired supermodel.

Cindy began her 27-year career as a makeup artist in San Francisco in the late ’70s, working for Macy’s, Esprit de Corp and others. It was there she pioneered the first “natural look” for women— which would later become the inspiration for our Boom cosmetics.

At age 49, Cindy let her hair go gray, and just like that, she was spotted on a New York sidewalk by a scout for the fashion photographer Steven Miesel and began her career as a silver-haired supermodel. Over the next two decades, she was featured in ads for Target, L.L. Bean, Dolce & Gabbana, DKNY, Olay, Nivea and others.

In her early 60s, she went into the cosmetics business herself with BOOM! After nearly three decades as a makeup artist, Cindy wanted to create the exact cosmetics she would want in her own makeup kit. As a silver-haired supermodel, she wanted to design a line of cosmetics that was not about hiding, but was about revealing a woman’s natural beauty at every age. We are proud to say: she succeeded. The overall effect is a dewy, natural look that’s ideal for every age.

Cindy’s pro-age legacy lives on in the hundreds of thousands of women worldwide who follow her pro-age philosophy, and wear Boom cosmetics and skin care.

“Today, Cindy’s legacy lives on in the hundreds of thousands of women who use Boom cosmetics and skin care.”

What women are saying about us...

“By far this is the best ‘make-up’ for women over 40. I feel the need to brighten up just a little. Time is showing on my face, which is beautiful, but a splash of Boom is the perfect accompaniment of a wonderful life.” — Susan

Try our line of pro-age cosmetics and skin care by BOOM! You’ll love it.


All Boom Products are tailor-made for environmentally conscious women.

We care about making our products safe and healthy for you—and our planet. That’s why we use no extra packaging, no parabens or phthalates. We also never test our products on animals.

Anyone can have allergies. If you have any discomfort or a rash develops, discontinue use and consult your physician.

It’s about women. It’s about beauty. It’s about time.

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