About

Woman standing next to the ocean

About
JoEllen Woods

Helping women over 40 look polished, feel confident, and shine from the inside out.

If you’ve ever stood in the beauty aisle overwhelmed by choices, or stared in the mirror wondering when your glow disappeared…you’re not alone. I’ve been there too.

With a flood of brands, techniques, trends, and pressure to “keep up,” it’s easy to waste money on products that don’t work or feel stuck in the same rut for years. That’s where I come in.

As a licensed esthetician, certified makeup artist, and certified life coach, I help women over 40 simplify their beauty routine and reconnect with the confidence that already lives within them. I believe beauty should feel fun, easy, and life-giving…not overwhelming.

My
Journey (So Far…)

From a self-conscious, shy, tall girl, to a bold woman who has lived in New Zealand, Italy, and traveled to 17 countries, my journey has been far from ordinary. And through every chapter… motherhood, travel, starting over, building a business…one thing became crystal clear:

Confidence doesn’t come from your reflection. It comes from your mindset. And when you feel confident inside, it naturally shows on the outside.

My
Mission

Today, I combine skincare, makeup, style, and mindset work to help women step out of their comfort zone and into their purpose. Whether you’re trying to rebuild your skincare routine, refresh your style, or simply remember who you are outside of everyone else’s needs…I’m here for you.

I created Illuminate Beauty because I believe every woman has a light to share with the world…sometimes you just need a little help turning it back on.

Credentials & Real Life Experience

  • Licensed Esthetician
  • Certified Makeup Artist
  • Certified Life Coach
  • Author of Meant for More
  • Mom of four
  • Real woman in her 40s who gets it

Let’s Glow TOgether

You’re not too old. You’re not too late. You don’t need to fix yourself…you just need to remember your worth. 

Let’s illuminate your beauty from the inside out.

Hear From My Customers

why they love Seint Beauty

"Just received mine and I love it! I’m a professional MUA and have used every line of makeup out there. You color matched me perfectly! I love the Hollywood and Pink Grapefruit for blush, looks like Nars Orgasm! The contour shade is perfect and I haven’t been able to find it in a cream in any brand! I’m in love with how little and how easy this makeup goes on. Plus I love gluten free products."

Cassandra

"Let me tell you how much I’m enjoying it!! It’s so natural looking, feels amazing, and when I get home from work after teaching 50 5th graders, I’m EXHAUSTED, but I don’t look it! My makeup is just as fresh- with or without a mask- as the moment I put it on. It’s super"

Jenn
"I am in LOVE! The colors are perfect and easily will be taken through the year with the bronzer. Thank you so much with color matching and your beauty guide to follow! "
 
Christina
"I’m loving this makeup! I still am playing around and searching YouTube for different techniques to apply, but I’ve received unsolicited compliments on my skin. Yay!"
 
Colleen
"Could you send me your reorder link please? Long story short my car was broken into today and they stole my makeup bag, including all my new stuff. I like it so much already I want to reorder it. LOL. Even got compliments today on how nice my skin looked!"
 
 
JB
"Honestly, it kinda feels like magic. Great coverage, you matched me perfectly, and even though I'm still learning.... the product itself is absolutely fabulous. Now, if I can figure out how to rehab my eyebrows, I might stand a real chance. They haven't recovered from the great exodus of 1998-2002. Bahahahahaha."
 
SH

"I’m so glad that I did this with you. You made the process super easy for me and I love my new makeup! I’ve always used cheap powder makeup and the difference in Seint cream products is truly amazing! I am a novice in applying makeup properly but after watching your tutorials I have this down in less than five minutes.”

Kimberly

"Learning how to do my makeup has been a huge boost to my confidence as I booked 6 corporate speaking gigs last quarter. As I am over 40, the cream makeup is my favorite because it’s the most flattering.”

Liz
"Thank You! I was so excited to order, but very overwhelmed with where to even start! You made to experience so easy and enjoyable!!"
 
HD
"Hi! I just wanted to say thank you! I love my new makeup! I've been watching your videos on how to apply it! The colors you picked for me were perfect!"
 
CArma

"I definitely didn’t think contouring would ever be in my toolbox. I thought it would be way too complicated or time-consuming or that I would need a bunch of different products. I just didn’t want to invest what I thought it would require. You changed my mindset. Thanks again."

emily
"So happy with my change to Seint makeup. What a difference. Even application and beautiful results. Easy budget friendly. Great support and tons of tutorials to learn from. Beautiful colors to choose from."
 
sandy
"Seint makeup truly makes a world of difference in my appearance. Literally look 10 years younger. Seint is easy to apply, isn’t drying on my mature skin and beautiful glow! Toss out that cake makeup and try Seint! It doesn’t disappoint."
 
Mary
"Makeup application used to be very time consuming and messy! With your tutorials and custom color palettes I can be ready for a video appointment in less that 10 minutes! No fuss, no muss, no mess! Thank you!"
 
Cathy
"Hey JoEllen! I love the products I ordered and the color match was perfect! I’m excited to order more. Thanks so much for your help!"
 
 
KL
"I have had so. Many people compliment me, and I totally notice how smooth and flawless my face looks."
 
 
MF

Hear From Our Clients

why they love Illuminate Beauty

"Just received mine and I love it! I’m a professional MUA and have used every line of makeup out there. You color matched me perfectly! I love the Hollywood and Pink Grapefruit for blush, looks like Nars Orgasm! The contour shade is perfect and I haven’t been able to find it in a cream in any brand! I’m in love with how little and how easy this makeup goes on. Plus I love gluten free products."

Cassandra

"Let me tell you how much I’m enjoying it!! It’s so natural looking, feels amazing, and when I get home from work after teaching 50 5th graders, I’m EXHAUSTED, but I don’t look it! My makeup is just as fresh- with or without a mask- as the moment I put it on. It’s super"

Jenn

"I’m so glad that I did this with you. You made the process super easy for me and I love my new makeup! I’ve always used cheap powder makeup and the difference in Seint cream products is truly amazing! I am a novice in applying makeup properly but after watching your tutorials I have this down in less than five minutes.”

Kimberly

"Learning how to do my makeup has been a huge boost to my confidence as I booked 6 corporate speaking gigs last quarter. As I am over 40, the cream makeup is my favorite because it’s the most flattering.”

Liz

Are You Ready to
Elevate Your Look?

Your makeup routine doesn’t have to take a ton of time or include a lot of products. Keep it simple! This one compact makeup saves time, space, and money…while still helping you look and feel beautiful! Let’s get you started simplifying your makeup routine! You can shop yourself, take the quick color match quiz for makeup guidance, or get personalized beauty help from me…you choose!

Shop Now Take the Quiz