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

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  • Our eyes are our most intriguing feature.

  • They communicate joy, mirth, love and contentment much more deeply than words can convey, and are the lenses through which we view the world.

  • Since our eyes have this importance and significance, it’s natural to want to draw attention to them. But if you’re highlighting your eyes the way you’ve always done—with the makeup you used in your 20s and 30s, for example—it might be time to update your routine.

  • So we’ve gathered five pro-age tips on how to define and highlight the eyes—especially for your 50s and beyond. Read on below.

  • Tip #1 - Moisturize around your eyes.

    The first and most important step in any makeup (or skin care) routine is to moisturize.

    Applying a moisturizer around your eyes will help protect your skin. Moisture also makes it easier to apply and blend your makeup.

    We suggest Boom Gold for this purpose. Our organic facial oil is lightweight and dries quickly, so you only need to wait a minute or two before continuing with your routine.

    It’s also filled with vital nutrients, minerals and antioxidants to nourish this area.

  • Tip #2 - Don’t conceal. Reveal.

    If you watch YouTube makeup videos, you’ll see many young women applying a heavy layer of concealer under the eyes.

    That might work for a 20-year-old. But for women in their 50s, 60s, 70s and beyond, applying concealer is neither necessary nor advisable.

    Concealer adds and accentuates texture—something most of us have plenty of by the time we reach our 50s.

    Try skipping foundation and moisturizing instead to show off your natural skin. (Try a moisturizer like Boomsilk or Boom Cotton to achieve a glowing, natural look.)

    If you can’t quite skip the foundation, we suggest using a creamy, luxurious formula that doesn’t add much texture to your skin. Find one that matches your skin tone exactly and use a light hand to apply it.

  • Tip #3 - Leave powdered eyeshadow in the dust.

    In your 20s and 30s, it might have been fun to wear elaborate eye makeup—contouring, getting creative with color or applying a smokey eye.

    But as we age, layers of powered eyeshadow can settle into the crease and deepen it.

    Our faces already have texture and character. We don’t need to add more.

    So instead, use cream-based color—and keep it simple.

    Boomstick Color and Boomstick Glimmer both work as cream-based eyeshadows. Both blend to match your skin tone, so they’re always the right shade, and their creamy formulas don't accentuate any fine lines or natural texture on your skin.

    Boomstick Glimmer creates a beautiful, creamy glow that’s fantastic for nights out, parties or holidays. Try applying it to the inside corner of your eye and along the brow bone to illuminate your eyes.

    To apply either, use your fingers (or a brush if you prefer) to dab a light layer of Boomstick Color or Glimmer to the area you’d like to highlight. (Both of these Boomsticks are available in our Boomstick Trio.)

  • Tip #4 - Define your eyebrows with a light hand.

    As we age, brows often lighten and thin. And there’s nothing wrong with that! But if you’d like to add a touch of definition or fill in thin spots, you can do so easily with a brow pencil.

    This isn’t the time to use a heavy hand.

    Instead, find a pencil that matches your current brow color. Use quick, short strokes in the direction the hair grows with a very sharp pencil or beveled brush. Lightly fill in where brows are sparse or thin.

    Stick with the current shape of your brows… don’t try to recreate the brows you had at 20.

    Finally, don’t try to make them look identical. As the saying goes, eyebrows should look like sisters, not twins.

  • Tip #5 - Apply the right mascara last.

    Last of all, apply mascara to give your eyes a little definition.

    We suggest using water-based mascara that won’t clump or dry out your lashes the way oil-based mascaras can.

    Try a mascara that is not waterproof. Waterproof formulas tend to contain harsh ingredients that can irritate the delicate skin around your eyes. They’re also harder to remove, leading to harsh scrubbing that can cause your eyelashes to break.

    We suggest trying a mascara that’s made for sensitive eyes like Boom Bright.

    As the world’s first pro-age mascara, Boom Bright is designed to meet the changing needs of your lashes after 50. Hydrating, nourishing, with an easy-to-apply wand, Boom Bright comes in a soft black color that matches every woman’s skin tone. Our water-based, hypoallergenic mascara lasts all day, yet is still easy to remove.

    Since BOOM! began, hundreds of thousands of women have turned to our pro-age products to highlight their natural beauty.

    Click below to learn more about Boom Bright and all of our pro-age makeup and skin care. Or read for details about BOOM! and the Pro-age Revolution.

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.”

Boom Bright

Boom bright

#1 most popular product! Replace your entire makeup bag with these little sticks. (And enjoy six different cosmetics.)

Shop now

Boomstick trio

Introducing your new lipstick, blush, bronzer, and highlighter—all in one creamy cosmetic stick. Try this today.

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.”

Boom Bright

Boom bright

#1 most popular product! Replace your entire makeup bag with these little sticks. (And enjoy six different cosmetics.)

Shop now

Boomstick trio

Introducing your new lipstick, blush, bronzer, and highlighter—all in one creamy cosmetic stick. Try this today.

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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