Embrace Your Age, Embrace Your Beauty.

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Embracing your age could help you live better for longer…

Are you excited about your age? Do you look in the mirror and appreciate your natural beauty as well as all that’s still ahead at 50, 60, 70 and beyond?

At BOOM!, we call that being pro-age—and it’s our mission to help every woman live a pro-age life.

Hundreds of women have shared their stories with us showing how embracing age and natural beauty made life better.

But can being pro-age actually help you live longer? Recent evidence suggests it can.

A new study published in 2022 followed over 150,000 women between the ages of 50 and 79 for 26 years. During that time, information was collected on health factors, demographics and behaviors. They also measured levels of optimism through surveys.

The researchers found that high optimism was linked to a 5.4% increase in lifespan and a 10% greater likelihood of living to 90 or beyond.

This link held regardless of health conditions, socioeconomic status and even behaviors (like drinking or diet).

This suggests that optimism and a positive outlook could be major contributors to living longer.

The study also confirmed that these women lived healthier for longer.

Researchers speculate that positivity and optimism improve our resiliency, helping us to bounce back from injury, illness and challenge more quickly.

All of this is great news for our Boom community since that’s what being pro-age is all about.

Pro-age women embrace a future full of possibilities, health and vibrancy at every age.

We’re also able to find pleasure and joy even in the face of challenges.

That’s the beauty of being pro-age!

Are you ready to embrace pro-age positivity?

At BOOM!, we believe that women are beautiful and valuable at every age.

Our products are designed to help you celebrate your age and to highlight your favorite features at 50, 60, 70—and every amazing year beyond.

We invite you to explore our full line of pro-age cosmetics, skincare and haircare in our online store at BOOM! By Cindy Joseph.

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.

BOOMStick Rose Nude

Boomstick Rose Nude™

This creamy lipstick and blush sold out in just 16 hours when it debuted! Now back in stock, this soft, rosy Boomstick is the perfect addition to your makeup bag.

Shop now
BOOM! Bright Mascara

Boom Bright™

Meet the world’s first pro-age mascara. Designed for the thinner, paler, more delicate lashes we tend to develop with age, Boom Bright lengthens, separates and defines your lashes with a moisturizing clean-beauty formula.

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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:

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.

BOOMStick Rose Nude

Boomstick Rose Nude™

This creamy lipstick and blush sold out in just 16 hours when it debuted! Now back in stock, this soft, rosy Boomstick is the perfect addition to your makeup bag.

Shop now
BOOM! Bright Mascara

Boom Bright™

Meet the world’s first pro-age mascara. Designed for the thinner, paler, more delicate lashes we tend to develop with age, Boom Bright lengthens, separates and defines your lashes with a moisturizing clean-beauty formula.

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 skincare 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.

Make Every Age Your Favorite — Starting Now

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