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Embrace Your Age, Embrace Your Beauty.

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Ageism in Beauty: Disappearing Older Women Ageism in Beauty: Disappearing Older Women

The World May Try to Overlook Us. We're Not Going Anywhere.

Ever notice how the world seems to forget women over 50? One day you're going about life, doing your thing - a fully-fledged person in the eyes of the world with viewpoints and experiences that matter, and then, poof! you hit a certain age, and it's like you've become invisible?

It's not just a feeling, it's real. The beauty industry, the ads we scroll past, the shows we binge… they're all whispering the same cruel message: if you're a woman over 50, you're not worth seeing. And, well, that stings.

You're Living a Beautiful Life. So Why Don't They Show It?

I was talking to my friend Linda the other day—she's 58, a model in her youth, with this laugh that lights up a room. She told me how she flipped through a magazine with page after page of dewy 20-somethings, and not a single face that looked remotely like hers.

"Where am I?" she said, her voice cracking. "I'm still here, still beautiful, having a great life. Why can't they show that?"

Maybe you can relate. So many of us feel this. We're out here living full, rich lives—raising kids, running businesses, falling in love, chasing dreams—and yet, the world acts like we don't exist.

They Keep Selling Youth. But That's Not the Whole Story.

The truth is, the beauty industry and media are playing a mean game. They're obsessed with selling us youth, plastering it everywhere, making "looking younger" some kind of holy grail.

And women over 50? We're barely a blip. I read somewhere that only 5% of women in ads are over 50. Five percent! Can you believe that?

Meanwhile, women our age are out here holding the majority of the wealth in this country, making big decisions, living bold, beautiful lives. But instead of celebrating us, they're sidelining us, like we're not the main characters in our own stories anymore.

We're Not Fragile. We're Fierce.

And when they do show us? Oh, it's rarely kind. They paint us as frail, forgetful, or desperate for a makeover to "fix" our age. What a ridiculous stereotype!

I think of my auntie Rose, 67, who holds her own on any dance floor to any style of music. She's not frail or out of touch—she's fierce, funny, and full of life. But you'd never see her in a Hollywood movie unless she's someone's quirky grandma in the background.

And don't get me started on the age gap in casting. The average woman in films is a whole decade younger than the guy she's paired with. It's like they're saying our stories stop mattering once we pass middle age.

This Isn't Just About Beauty. It's About Belonging

This isn't just about ads or movies—it's about how it makes us feel.

It's the unspoken exclusion when we flip through a beauty campaign and don't see a single wrinkle, a single silver strand, a single sign of a life beyond 35 - let alone 50!

It's the quiet doubt that creeps in when the world tells you your beauty has an expiration date, and by the way that date has passed some years ago.

It's a slow, painful erasure, and it's not okay.

You've Earned Every Line, Every Laugh, Every Moment

But here's the thing: we're not disappearing. We're here, and we've been through enough life to know a thing or two about a thing or two.

Our confidence is hard-won, and the stories of our unique and meaningful lives are written in every laugh line. There is strength in every silver hair.

We're the women who've loved deeply, fought fiercely, and learned to embrace this chapter of our lives. We deserve to be seen… not as "past our prime," but as the radiant, powerful women we are.

It's Time to Take Back the Spotlight

So, let's rewrite this story.

We can demand beauty campaigns that show us, with all our wisdom, fire, and joy.

Let's celebrate. Let's celebrate us!

BOOM! Beauty Is Pro-Age, Pro-You

BOOM! Beauty is the pro-aging revolution that knows our worth.

Founded by Cindy Joseph, a makeup artist turned model at 49, BOOM! knows that we don't need to hide our age to be beautiful—because true beauty is a celebration of who we are right now.

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 Boomstick Trio®. These three compact, creamy cosmetic sticks 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.

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If you have any questions, feel free to reach out.\u003c\/span\u003e\u003c\/p\u003e\n\u003cdiv id=\"gtx-trans\" style=\"position: absolute; left: 519px; top: 230.375px;\"\u003e\n\u003cdiv class=\"gtx-trans-icon\"\u003e\u003cbr\u003e\u003c\/div\u003e\n\u003c\/div\u003e"}

Boomstick Trio®

Boomstick Trio®

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

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Boomstick Color™

Boomstick Color®

Introducing your new lipstick, blush, bronzer and contour color—all in one creamy cosmetic stick. Try it today. Introducing your new lipstick, blush, bronzer and contour color—all in one creamy cosmetic stick. Try it today.

Shop now

At BOOM!, we say that less is more as we age. Our line is composed of simple, multitasking, pro-age cosmetics and luscious natural skincare to pamper your skin and bring out your natural beauty—at every age.

Check out our products

Available on our website, Boomstick Trio is our flagship product: three compact, travel-ready tubes that can replace everything in your makeup bag:

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 organic moisturizer for lips, cuticles, around the eyes and anywhere else you’d like to add clean, natural hydration

BOOMSTICK COLOR

$28 BOOMSTICK COLOR®

Watch Demo Video:

BOOMSTICK GLIMMER

$28 BOOMSTICK GLIMMER®

Watch Demo Video:

BOOMSTICK GLO

$28 BOOMSTICK GLO®

Watch Demo Video:

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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.”

Cindy Joseph

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.

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If you have any questions, feel free to reach out.\u003c\/span\u003e\u003c\/p\u003e\n\u003cdiv id=\"gtx-trans\" style=\"position: absolute; left: 519px; top: 230.375px;\"\u003e\n\u003cdiv class=\"gtx-trans-icon\"\u003e\u003cbr\u003e\u003c\/div\u003e\n\u003c\/div\u003e","published_at":"2014-05-08T15:28:00-04:00","created_at":"2014-05-08T15:29:58-04:00","vendor":"BOOM! by Cindy Joseph","type":"BOOM! 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class=\"bbc-boom-product__subtitle\"\u003eThree Sticks. Endless Possibilities.\u003c\/h3\u003e\n\u003cp class=\"bbc-boom-product__description\"\u003eSimplify your beauty routine with the Boomstick Trio Bundle, featuring three multitasking beauty essentials.\u003c\/p\u003e\n\u003cp class=\"bbc-boom-product__description\"\u003eAdd a natural flush of color with Boomstick Berry Rouge, a subtle radiance with Boomstick Glimmer, and lock in hydration with Boomstick Glo. \u003cmeta charset=\"utf-8\"\u003e\u003c\/p\u003e\n\u003cp class=\"bbc-boom-product__description\"\u003e\u003cmeta charset=\"utf-8\"\u003e\u003cb data-stringify-type=\"bold\"\u003ePLEASE NOTE:\u003c\/b\u003e\u003cspan\u003e Our \u003c\/span\u003e\u003cb data-stringify-type=\"bold\"\u003eNEW Boomstick Glo\u003c\/b\u003e\u003cspan\u003e is currently out of stock, but great news—we’re including our \u003c\/span\u003e\u003cb data-stringify-type=\"bold\"\u003eHeritage Boomstick Glo\u003c\/b\u003e\u003cspan\u003e in all \u003c\/span\u003e\u003cb data-stringify-type=\"bold\"\u003eBoomstick Trio\u003c\/b\u003e\u003cspan\u003e bundles!\u003c\/span\u003e\u003c\/p\u003e\n\u003cp class=\"bbc-boom-product__description\"\u003e\u003cspan aria-label=\"\" class=\"c-mrkdwn__br\" data-stringify-type=\"paragraph-break\"\u003e\u003c\/span\u003e\u003cspan\u003eThe \u003c\/span\u003e\u003cb data-stringify-type=\"bold\"\u003eHeritage Boomstick Glo\u003c\/b\u003e\u003cspan\u003e is our original, time-tested formula, made with just three \u003c\/span\u003e\u003cb data-stringify-type=\"bold\"\u003eUSDA-certified organic ingredients: Olive Oil, Beeswax, and Honey.\u003c\/b\u003e\u003c\/p\u003e\n\u003cp class=\"bbc-boom-product__description\"\u003e\u003cspan aria-label=\"\" class=\"c-mrkdwn__br\" data-stringify-type=\"paragraph-break\"\u003e\u003c\/span\u003e\u003cspan\u003eThis ultra-moisturizing, multitasking beauty essential hydrates, nourishes, and protects—perfect for lips, cheeks, cuticles, dry patches, and even flyaways.\u003c\/span\u003e\u003c\/p\u003e\n\u003cp class=\"bbc-boom-product__description\"\u003e\u003cspan aria-label=\"\" class=\"c-mrkdwn__br\" data-stringify-type=\"paragraph-break\"\u003e\u003c\/span\u003e\u003cspan\u003eRest assured, you’re still getting the same hydrating power you love in your Boomstick Trio! If you have any questions, feel free to reach out.\u003c\/span\u003e\u003c\/p\u003e\n\u003cdiv id=\"gtx-trans\" style=\"position: absolute; left: 519px; top: 230.375px;\"\u003e\n\u003cdiv class=\"gtx-trans-icon\"\u003e\u003cbr\u003e\u003c\/div\u003e\n\u003c\/div\u003e"}

Boomstick Trio®

Boomstick Trio®

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

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Boomstick Color™

Boomstick Color®

Introducing your new lipstick, blush, bronzer and contour color—all in one creamy cosmetic stick. Try it today. Introducing your new lipstick, blush, bronzer and contour color—all in one creamy cosmetic stick. Try it today.

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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

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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.

Boom! Bag™ (Basic)

Boom! Bag™ (Basic)

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Boom! Bag™ (Plus)

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