At BOOM!, we believe that women only get better as we get older.
When we say “better,” we mean women get stronger, wiser, more confident, happier, sexier, and more beautiful with age.
That’s because living is a process of growth. The more time we have on the planet, the more time we have to grow, learn and expand.
But as we all know, society is full of messages for women that contradict that truth. Almost from birth, we’re told that “youth = beauty.”
Even if we intellectually know that’s false, these messages are so pervasive that they can still influence how we see ourselves.
So how can we contradict these messages when we find them showing up in our lives? Here are a few things that can help you embrace your age even when society tells you otherwise.
If we don’t actively develop our own perception of beauty, we can default to society’s messages of so-called “beauty.”
Being “active” means not just noticing beauty, but intentionally looking for it. This active search for beauty can start in the mirror!
For example, let’s say you notice a new silver hair. Rather than stressing out about it, you can decide to see that silver hair as beautiful—on purpose. You can take an extra minute, and notice how that silver hair sparkles, and how it contrasts with the rest of your hair.
In this way, you can look for beauty in yourself and in other women. Try looking for the beauty in older women—you’ll find it!
We’re used to doing this with kids. We share a wide understanding of children’s developmental stages that lead to “adulthood.”
But did you know that developmental phases don’t end at 22?
Neuroscience now recognizes our brains keep developing in every decade of life—especially if we stretch ourselves and keep learning.
We don’t just “develop” in childhood. We keep evolving through every stage of life!
Studies show one of the best predictors of increasing success and happiness is having a “growth mindset” rather than a “fixed mindset.” It means believing your life can grow and expand rather than just accepting “this is how it is.”
If you cultivate a mindset where you’re always growing and learning, then you’ll start seeing aging as a process of expansion.
At BOOM!, we believe aging makes you more, not less. That’s why we designed a line of pro-age cosmetics that highlights your natural beauty at every age. Click below or read on for details.
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.
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.”
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.
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.
“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
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.