Monday, April 26, 2010

The Counterculture is Coming to ShopNBC with a BOOM!

Even if the name Cindy Joseph doesn’t immediately ring a bell, you know her face. Since breaking into the modeling business at the tender age of 49—no, that’s not a typo!—Cindy and her trademark silver hair have been photographed in ad campaigns for Olay, Elizabeth Arden and Aveda. She’s also modeled for Ann Taylor, Banana Republic, and J. Crew, and graced the covers and pages of Oprah, Glamour, and Mademoiselle magazines. And she did this all while being two inches too short and three decades too late to ever be a fashion model.

After 25 years as a makeup artist working behind the scenes, Cindy was ready to retire and get out of the beauty business altogether. She had even decided to quit dying her hair, instead opting to proudly go gray. The day she cut off the last of her dyed hair was the day that she was approached on the street by a casting agent to model for Dolce & Gabbana. After that, Ford Modeling Agency quickly snapped her up and Cindy has been working as a model who proudly embraces her age ever since.

Now Cindy wants to help all women have the courage to accept and love their skin and their age.

Cindy worked to develop a line of simple, healthy, and pro-age cosmetics called BOOM! Her products don’t claim to or even try to reduce wrinkles, hide age spots, or make you look younger. In a sea of anti-aging beauty products bombarding you with the message that you must look young to be beautiful, Cindy wants you to know that it’s the character and wisdom in your face that truly make you beautiful and that all you need to do is enhance the beauty that’s already there—not cover it up with a mask.

I had the opportunity to talk with Cindy about her new BOOM! line of cosmetics. I loved her story and her refreshing approach to beauty, but I wasn’t exactly sure how she would fit into the home shopping landscape.

Cindy spoke passionately about how women of all ages just want to be valued, noticed, flirted with. “We’re bombarded with the message that a woman’s value in society goes down as she gets older.” And while she certainly sympathizes with women who struggle to fight the battle against time, Cindy really wants women to change the way they perceive what is beautiful.

“Women shouldn’t hide the texture, lines, and wrinkles on their faces. It’s what gives us character. We look good when we are healthy and when we are happy. Your face radiates when it’s flushed from exercise, laughter, crying, or romance. You can make a 90-year-old woman blush!”

Cindy keeps her skin healthy the old-fashioned way with “sleep, fresh air, sunshine, exercise, fruits and vegetables, psychological and emotional health. You are dealt a hand. You can’t change your skin. You only have control over what you do with it.”

When’s the last time you heard that touted by a beauty vendor?

“Cosmetic companies always state that their products will help with the ‘appearance of’ wrinkles," Cindy said. "No product can do that. The only way get rid of a wrinkle is to have it cut off by a plastic surgeon. You might disguise them a little in the right beauty lighting, but as soon as you go outside, you aren’t fooling anyone.”

I asked if maybe all those ladies who—for whatever reason—are not quite comfortable giving up all their makeup, if they could just incorporate her products into whatever they’re already doing, or maybe just use her Boomsticks at home, or on the weekend, or maybe when they’re on vacation.

“That's a good point! I'll have to write that down.”

(Queen Bea has watched enough home shopping to make the best vendor consultant!)

So where did the name BOOM! come from? The Baby Boomer generation?

“It the sound of a revolution. It gets your attention. It’s change, evolving ideas, and energy.”

Beside your Boomsticks, do you use any other makeup on your face?

“I curl my eyelashes and add a little mascara,” Cindy said. “Women become addicted to makeup and feel ugly without it. Ask yourself, what are you motivated by? Fear? Or fun and pleasure? If you don't feel good about yourself, no cosmetic product is going to make a difference.”

So what is in this pro-age collection?

Boomstick Glo is like a natural moisturizer in a stick that helps to keep moisture in by protecting the skin’s natural mantle. There’s no color, just a bit of shine for that “sensual, dewy look.”

Cindy explained that “you can not add moisture to the skin from the outside in. You can only lock in what you already have and protect your skin.”

Boomstick Color is just a touch of color that customizes to your skintone.

“My products are less expensive because they replace everything--lipstick, eye shadow, and blush.”

Boomstick Glimmer, which isn't available on ShopNBC yet, is just for fun. It adds a little shimmer to highlight your features.

Cindy will be launching her Boomstick Duo on ShopNBC Tuesday, April 27th at 3:00 a.m. (EDT) and Wednesday, April 28th at 8:00 p.m. (EDT) as part of ShopNBC's big Beauty Discover Week.

You can check out Cindy Joseph’s new website at, her blog for Experience Life magazine, Just Cindy, at


  1. I really like Cindy's products because its so different. It really is fresh and she really understands make-up - unlike big name brands that try and sell as much as possible. - Amanda

  2. I absolutely love Boomstick Glo. been using it for about 2 months now and I simply can't live without it anymore. :) Jill Copper

  3. I think that its great that she is an older model and that she didn't get her start until she was older.


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