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INTRODUCING THE MASCARA MADE FOR PRO-AGE WOMEN LIKE YOU

Here at BOOM!, we wanted to give you a mascara that specifically caters to your lashes at 50, 60 and 70+.

We wanted this mascara to be different. It had to stand out from the dozens of mascaras you may have tried in your lifetime.

That meant adding some unusual—and even unprecedented—details.

It took us a while. But finally, we introduced BOOM BRIGHT™ mascara in our store in the summer of 2020. (At that time, it sold out in four days.)

Every minor detail of this mascara is made for this age. For instance…

  • 1. It works for shorter, thinner and less-visible lashes.

    Boom Bright lengthens, separates and defines all lashes—including the shorter, thinner, colorless or less-visible lashes that many of us experience after 50.

    (Many customers tell us they haven’t worn mascara in years because of their shorter, thinner lashes…that is, until they tried Boom Bright.)

  • 2. It’s a lash moisturizer.

    As we age, our lashes can become more delicate. That’s why Boom Bright is designed to moisturize your lashes with each application.

    Including this intentional hydration helps prevent your lashes from breaking or falling out.

  • 3. It’s a color that flatters everyone.

    Boom Bright comes in only one color. We chose a soft black that flatters every complexion, every hair color and every eye color. It also looks particularly beautiful with silver hair.

    (Usually wear brown mascara? You’ll love this soft black…it’s just dark enough without being overpowering.)

  • 4. It’s a gentle mascara that’s easy on your eyes.

    Boom Bright has a clean-beauty formula. That means no harsh chemicals or extra additives. It also means no animal testing whatsoever.

    This mascara is hypoallergenic. We chose each gentle, hypoallergenic ingredient with your comfort and care in mind.

  • 5. It’s a buildable mascara that lets you create any look.

    You can add as many layers of this mascara as you like—all without clumping.

    That means you can easily create casual and dressed-up looks simply by applying more coats of Boom Bright. We suggest a single coat for casual daytime looks and two or more coats for dramatic evening wear.

  • 6. It comes in a squeezable, recyclable tube.

    Boom Bright comes in an eco-friendly, recyclable tube made from a sugarcane polymer. (That’s much healthier for the planet than traditional plastic.)

    Running low? First, squeeze the tube-like toothpaste to reach as much mascara as possible. Once you’re out, recycle the eco-friendly tube with your plastic recycling items.

  • 7. It’s easy to apply.

    With its special tapered silicone brush, Boom Bright easily coats your lashes in seconds. You can hold this wand vertically or horizontally to easily reach all your lashes.

  • 8. It’s easy to remove.

    Boom Bright is NOT a waterproof mascara because they tend to have harsh chemicals that are hard to remove.

    Instead, this water-based mascara comes off easily with a makeup remover, cleanser or even plain water at the end of the day.

  • 9. It lasts all day—without running, clumping or flaking.

    Even with its water-based formula, Boom Bright is still designed to last all day.

    This mascara also won’t clump, flake into your eyes or run down your face.

  • 10. It has a subtle, pleasant scent.

    We added an extra completely unprecedented ingredient: Damascena Flower Oil.

    This essential oil helps your lashes retain their moisture. It also gives Boom Bright a very light floral scent that our customers love.

    Boom Bright is just one of the pro-age cosmetics in our line.

    At BOOM! By Cindy Joseph, we’re on a mission to inspire women to recognize (and embrace) the beauty that comes with age. That’s why we design PRO-AGE cosmetics like Boom Bright to reveal natural beauty at 50, 60 and 70+.

    You can shop our entire line of easy-to-use makeup and skincare by clicking 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, paring down to just a few items that bring out your best. That's why our late founder, Cindy Joseph, originally created Boomsticks. These three compact, creamy cosmetic Boomsticks were designed to simplify, replacing many of those products in your makeup bag.

BOOM! is the sound of a revolution in cosmetics. While other skincare 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.

BOOM BRIGHT™

Boom Bright™

is our gentle, buildable mascara made for after 50. This hypoallergenic mascara lengthens, separates, defines and moisturizes your lashes—including shorter and thinner lashes. It also lasts all day without flaking, running or clumping.

Shop now
BOOMSTICK TRIO

Boomstick Trio®

is your new blush, lipstick, eyeshadow, highlighter, bronzer, contour and moisturizer—in three multitasking Boomsticks. Together, these easy-to-use Boomsticks can give you a natural look in five minutes flat.

Shop now

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


Check out our products

Available on our website, Boomsticks are compact, travel-ready tubes that fit in the palm of your hand:

Boomstick Color—sheer berry color for cheeks, lips, forehead, neck and décolletage; Boomstick Glimmer—sheer, pearlescent highlighter for eyelids, inner corners of the eyes, cheekbones, lips, cupid’s bow, neck, shoulders, collarbones and décolletage; Boomstick Glo—olive oil and beeswax moisturizer for lips, cuticles, around the eyes and anywhere else you'd like to add clean, natural hydration.

“Love Boomsticks! I get more compliments at 59 than I did in my 30s. I love the simplicity in my makeup and my life.” —Lisa M., Trio customer

$28 BOOMSTICK COLOR®

Watch Demo Video:

$28 BOOMSTICK GLIMMER®

Watch Demo Video:

$28 BOOMSTICK GLO®

Watch Demo Video:

Also available on our website: Boom Bright, our gentle mascara for after 50 that completes your pro-age look.

Boom Bright—the soft black mascara designed for your 50s, 60s, 70s and every beautiful age beyond. Made with clean, moisturizing ingredients, this hypoallergenic mascara is comfortable to wear all day. Its soft black color flatters all skin tones, just like Boomsticks. This gentle mascara resists flaking, running and clumping. It’s also buildable, so you can add as many coats of Boom Bright as you like to finish your pro-age look.

“Best ever! I finally found the only mascara I’ll ever use.” —Marianna Z., Boom Bright customer

$27 BOOM BRIGHT™

Watch Demo Video:

Our late founder, Cindy Joseph, spent 27 years as a makeup artist. With her unique insight into bringing out women's beauty (at EVERY age), she created our original Boom cosmetics and skincare line. "As women age, looking fresh rather than made up is the key," Cindy said.

“The biggest makeup mistake that middle-aged women make is putting on too much under-eye concealer,” Cindy said. “At home, it might look okay, 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 career as a makeup artist in late-1970s San Francisco. Working for Macy's, Esprit and others, she pioneered the "natural look" with her models—which later became the inspiration for Boom cosmetics.

Soon after Cindy let her silver hair grow in, she was spotted on a New York sidewalk by fashion photographer Steven Meisel's scout. At 49, she began her second career as a silver-haired supermodel. During the next two decades, she was featured in ads for Dolce & Gabbana, DKNY, Olay, Nivea, L.L. Bean, Target and more.

Having spent nearly three decades as a makeup artist and another two as a supermodel, Cindy decided—in her early 60s—to go into the cosmetics business herself. She wanted to design a line of cosmetics that was all about revealing, embracing and celebrating women's natural beauty at every age. We are proud to say that she succeeded...and BOOM! was born. Today, Boomstick Trio is still our customer favorite, creating the dewy natural look ideal for all skin types and tones at all ages.

Cindy's legacy lives on in all of us here at BOOM!, as well as hundreds of thousands of women worldwide who resonate with her pro-age philosophy.

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

BOOM BRIGHT™

Boom Bright™

is our gentle, buildable mascara made for after 50. This hypoallergenic mascara lengthens, separates, defines and moisturizes your lashes—including shorter and thinner lashes. It also lasts all day without flaking, running or clumping.

Shop now
BOOMSTICK TRIO

Boomstick Trio®

is your new blush, lipstick, eyeshadow, highlighter, bronzer, contour and moisturizer—in three multitasking Boomsticks. Together, these easy-to-use Boomsticks can give you a natural look in five minutes flat.

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.


CHECK OUT OUR PRODUCTS

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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