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How to Shift Your
Perspective on Aging

40, 50, 60, 70 AND BEYOND

  • 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 bombarded with messages that say we are our most beautiful when we fit a youth-centered beauty ideal.

    We might know intellectually that’s a bunch of bunk, and we might even feel how those falsehoods contradict our life experience. But these messages are everywhere, so they can influence how we look at ourselves even if we don’t believe them.

    Sometimes we have to work with ourselves—and get creative—to fully internalize what we already know about aging, and how we get happier, bolder, more confident and radiant as we get older.

    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.

  • 1. Look for beauty.

    If we don’t actively develop our own perception of beauty, we can default to the messages of so-called “beauty” we absorb from advertising.

    Being “active” means not just noticing beauty, but intentionally looking for it. This search for beauty can start in the mirror!

    For example, let’s say you notice a new silver hair right at the front of your hairline. Rather than worrying 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, how it reflects the light, and how it contrasts with the rest of your hair.

    Another woman might just note it and move on, or even stress out about another visible gray. But instead, you can take a moment to actively see it as beautiful.

    We can do this in the mirror, and we can also do it with women we see around us. Try looking for the beauty in older women—you’ll find it!

  • 2. Think in developmental stages.

    We’re used to doing this with kids. We often think about what developmental stage a two-year-old is going through, versus a third grader, versus a teenager.

    We share a wide understanding of the stages that lead to “adulthood.” We know that every phase brings new developments, new learning, new identities and strengths all throughout childhood.

    But did you know that developmental phases don’t end at 22?

    Neuroscience now recognizes that our brains keep developing and growing in every decade of life—especially if we stretch ourselves and keep trying new things.

    We don’t just “develop” in childhood. We keep evolving through every stage of life!

  • 3. Cultivate a growth mindset

    This is another big one from neuroscience and the personal development world.

    Studies have shown that one of the best predictors of increasing success and happiness is having a “growth mindset” rather than a “fixed mindset.” In other words, seeing life as an ongoing process of learning and change, rather than a “thing” that just “is the way it is.”

    The frameworks that tell us we lose value as we age are the same frameworks that say “people just are how they are” and that our identities are fixed.

    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.

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.”


Boomstick trio

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

Shop now

Boomstick color

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.”


Boomstick trio

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

Shop now

Boomstick color

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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