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Here’s What Cindy Joseph Had to Say About This

At BOOM!, we’re often asked how to deal with dark circles and puffiness around the eyes.

In this guide, read Cindy’s advice about understanding where dark circles and puffy eyes come from and how to manage them.

  • Your genes play a part.

    Dark circles and puffiness are more common after 50 as the muscles around our eyes become weaker and fat and fluids collect under our eyes.

    If you have dark circles or puffy eyes, first take a look at your relatives (if you’re able to). If your parents, grandparents, aunts, uncles or siblings have these traits, you likely inherited them through your familial line.

    If your dark circles are hereditary, we suggest embracing the natural variations in your skin tone.

    "When you stop trying to hide your skin, what people really notice is your glow."—Cindy Joseph

    As Cindy said, “Dark circles don’t have to be considered bad.” Covering dark circles is a current beauty trend—and beauty trends change over time.

    During her 27 years as a makeup artist, Cindy often created dark circles on models for a sexy, sultry look. While some women go to great lengths to create a smokey eye with makeup, yours are a natural feature!

    As Cindy said, “The old adage, ‘Beauty is in the eye of the beholder’—that still holds true. But the beholder is you. It’s up to you to look in the mirror and find your beauty.”

    Try taking a week, a day or even just an afternoon off from concealing your dark circles. Give yourself a chance to get used to seeing and accepting them as a part of you.

  • The role of self-care.

    On the other hand, if dark circles or puffiness appear only when you’re run down or tired, it’s a good idea to look at your self-care routine or visit your doctor.

    The beauty industry conditions us to simply cover up what we don’t like about our skin without considering why it looks the way it does. Cindy encouraged us to dig a little deeper.

    Cindy’s long-time friend, Pilar Gerasimo recently shared a story about this.

    Pilar was burning the candle at both ends, which caused dark circles under her eyes. She says, “I could cover up the dark circles, but the truth was, the products, the way I was using them, all just drew more attention to the fact that I had, as Cindy said it, ‘a bunch of goop under my eyes,’ and that that was really not producing the effect I was after.”

    Instead, Cindy encouraged Pilar to dig a little deeper.

  • Finding the root cause.

    In Pilar’s case, her dark circles were caused by lack of sleep. Before you reach for that concealer, we suggest getting to the bottom of why your eyes are dark or puffy.

    Stress, for example: When we’re stressed, we release cortisol, which narrows arteries, causes blood pressure to rise and makes the blood vessels under our eyes more prominent.

    Or, hyperpigmentation from years spent in the sun can cause delicate skin to redden or bruise simply by rubbing the eyes.

    Dehydration doesn’t help either. When we’re dehydrated, the thinner skin under our eyes can sink and darken. Too much salt or alcohol can contribute to puffiness, especially upon waking.

  • Managing dark circles after 50.

    So much about good skin care comes from the inside out.

    If you can’t be sure that your dark circles or puffy eyes are hereditary, check in on your self-care routines.

    Make sure you’re drinking enough water, getting enough sleep and taking care of your physical and mental health through exercise, nutritious food, meditation or other stress-reducing activities.

    To reduce the appearance of puffiness, try facial massage to help move fluid away from the area. Or chill wet, antioxidant-rich green tea bags, then press them firmly to your eyes. The cold will reduce swelling while the gentle pressure helps disperse fluid.

  • Loving care for your skin.

    Still want to conceal your dark circles? It does become more difficult after 50.

    While concealer and thick foundation can cover dark pigmentation, they also accentuate your skin’s texture, calling more attention to the area.

    To minimize the appearance of texture, begin with a lightweight liquid moisturizer, like Boom Gold™. This organic facial oil hydrates the skin under your eyes and absorbs quickly.

    Next, add a moisturizer containing a thick occlusive, like beeswax, to hold moisture in. We suggest Boomsilk™, our all-natural moisturizer made with beeswax, honey and olive oil.

    Finally, make sure your foundation or concealer is the same shade as your skin, then use your finger to dab it under your eyes.

    Lightweight, water-based products can brighten dark areas while adding moisture that helps prevent your skin from looking too dry or flakey as your makeup settles.

  • Confidence = beauty.

    Whether or not you’re ready to embrace dark circles fully, Cindy taught us that confidence and joy are our most important “beauty tools.”

    Cindy said, “If you look in the mirror and you think, ‘You go, girl. You look awesome,’ you’re going to walk out the door and you are going to look attractive. Because you’re happy and you’re celebrating yourself.”

    Confidence in your inner and outer beauty helps others focus on you, not your perceived “flaws.”

    Cindy created an entire line of cosmetics and skin care to celebrate who you are at every age. Rather than covering up so-called “flaws,” Boom products reveal your natural beauty (and confidence!) after 50. Check out these unique products below.

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 use 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 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.”



It’s our best-selling moisturizer of all time. Made with honey, beeswax and olive oil, Boomsilk softens and protects every inch of your skin—including around your eyes.

Shop now

Boom gold

Made with organic ingredients, this lightweight facial oil instantly hydrates the delicate skin under your eyes. It dries in less than a minute for glowing, beautiful skin.

Shop now

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, lips, forehead, neck and décolleté; Boomstick Glimmer, a sheer iridescent champagne for the sides of the eye, eyelids, cheekbones, shoulders and décolleté; 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

Watch Demo Video:

$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.”



It’s our best-selling moisturizer of all time. Made with honey, beeswax and olive oil, Boomsilk softens and protects every inch of your skin—including around your eyes.

Shop now

Boom gold

Made with organic ingredients, this lightweight facial oil instantly hydrates the delicate skin under your eyes. It dries in less than a minute for glowing, beautiful skin.

Shop now

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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