Cindy Joseph

business make up skincare Aug 06, 2018

The first subject of our “Inspirational Women” posts, Cindy Joseph has been nominated by Group member, Joy, who says:

“Another inspirational lady dies too young. We can never have enough of these women who blaze a trail to say age is not a barrier. We do not have to become the stereotypical grandmother beyond the age of 60 but can reinvent ourselves and still make a contribution to the world of work, business and society in general.”

Ms Joseph died on 12th July at just 67. Having been a make up artist for most of her working life, at 49 her long, grey hair caught the eye of a model scout and she started a second career as a model, appearing in campaigns for major brands such as Dolce and Gabbana and Olay well into her 60s.

Having been asked constantly by other women to reveal what “anti-ageing” products she used, she decided to merge her careers as make up artist and model and took the leap into business. “Boom!” by Cindy Joseph claims to be “the first pro-age cosmetic line for women of every generation”

“I want to tell women that they are the right age and aren’t obligated to hide it.”

The idea of “pro-age” rather than “anti-age” formed the bedrock of her company mission.

“I am not interested in looking younger. I want to look healthy and radiant. I want to look like me.”

That desire clearly resonates with many of her fellow “baby boomers” as her business is now turning over 8 figures, challenging the assumption that you have to look “youthful” to be attractive.

Cindy Joseph asked who decided wrinkles were “a bad thing”? Negative concepts of ageing are, she claimed, invented, a man-made construct, and it’s time we embraced who we are and live with joy. She believed that women’s attitudes towards themselves are beginning to change.

Leading by example, we have a responsibility to our daughters and granddaughters to celebrate ourselves and to cultivate “a positive, happy, healthy attitude” towards both ourselves and ageing in general.

“I am so thrilled to be this place in my life. I am so happy to be done with the insecurity of youth and know who I am, know what I want, know how to handle myself.”

I believe we have lost a valuable voice, but the legacy of Cindy Joseph and her “pro-age” message will carry us forward – if we allow it.

You can read more about Cindy Joseph and her philosophy on her website. I’d be interested to know your thoughts in the comments below. Do you think that attitudes are changing? Are you ready to embrace the ageing process rather than fight it?


Sources: The New York Times 26/7/2018, That’s not my Age 29/7/2018, Boom! by Cindy Joseph

Photo credit: Vladimir Yakovlev


Do you know of an inspirational woman from any walk of life who you would like to see featured here on the blog? Comment below or email [email protected] and tell me who and why.

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