Many celebrities are with much younger men. For instance, Deborra-Lee Furness, Kylie Minogue, Halle Berry, Jennifer Lopez, Madonna, Susan Sarandon and Kris Jenner have all dated men who are far younger than them.
"These women make it okay for others to come out of the cougar closet", says Lucia Demasi, who is generally regarded as "the queen of cougars". With her blonde hair and smooth skin, Lucia looks ageless - an aura she maintains by refusing to ever reveal her age.
Lucia runs The Cougar Club, a US website for 'cougars' and cubs, and has a Facebook page with around 300 000 followers.