Embrace Your Age, Embrace Your Beauty.

Check out our new products Join the Boom club


  • 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 skincare) 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. This luxurious facial oil is made with organic oils to nourish and hydrate this delicate area.

    Boom Gold is lightweight and dries quickly, so you only need to wait a minute or two before continuing with your routine.

  • 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 powder 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 powder 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 GLIMMER® is a cream-based eyeshadow. This Boomstick blends to match your skin tone, so it’s always the right shade, and this creamy formulas won't accentuate any fine lines, wrinkles 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.

    Use your fingers (or a brush if you prefer) to dab a light layer of Boomstick Glimmer to the area you’d like to highlight. (Boomstick Glimmer is available in our BOOMSTICK TRIO®.)

  • Tip #4 - Add shape and definition to your brows.

    As we age, brows often lighten and thin... There’s nothing wrong with that! If you’d like to add a touch of definition, you can do so easily with a brow cosmetic like BOOM BROW™.

    Designed for after 50, Boom Brow gives you natural-looking brows each time you apply it. This lightweight shaping mousse adds subtle volume, shape, definition and color to your existing brows. It also comfortably holds your brows in place all day.

    To complete your natural brow look, Boom Brow comes in two versatile colors to easily match your existing brow color—either taupe or medium brown. We suggest medium brown for darker brows including black and deep brown and taupe for lighter brows including blonde, light brown or red and silver.

    To apply it, use the ergonomic wand to quickly comb Boom Brow through your existing brows at an upward and outward angle. Let it dry. Then you can apply extra coats of the buildable Boom Brow if you wish, until you see the brow look you love.

  • 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™.

    Boom Bright is designed to meet the changing needs of your lashes. Hydrating, nourishing, with an easy-to-use 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, Boom Brow and all of our pro-age makeup and skincare. Or read on 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, 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.

BOOM! Bright Mascara

Boom Bright™

Define, lengthen and nourish your sensitive lashes with the only mascara designed for your 50s and beyond. This hypoallergenic mascara gives you a clean natural look for day or night—all without clumping, smearing or flaking.

Shop now
Boomstick Trio®

Boomstick Trio®

Create a pro-age look that highlights and nurtures your beautiful eyes. Get all-natural moisture, glowing color and glamorous shine with these three multi-tasking sticks.

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



Watch Demo Video:



Watch Demo Video:



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.

BOOM! Bright Mascara

Boom Bright™

Define, lengthen and nourish your sensitive lashes with the only mascara designed for your 50s and beyond. This hypoallergenic mascara gives you a clean natural look for day or night—all without clumping, smearing or flaking.

Shop now
Boomstick Trio®

Boomstick Trio®

Create a pro-age look that highlights and nurtures your beautiful eyes. Get all-natural moisture, glowing color and glamorous shine with these three multi-tasking sticks.

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.


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

Join our Boom Club for new videos, makeup tips, discount codes and more!

Join Boom Club