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national age without apology month 2024 willowberry

Introducing our National Age Without Apology Month 2024 theme: Wrinkles are earned, they can’t be bought


Every June, Willowberry holds a National Age Without Apology Month and we’re excited to reveal our theme for 2024 is 'Wrinkles are Earned - they can't be bought', to change an outdated, negative message about lines and wrinkles. We’re declaring wrinkles as the new beauty must-have!

We want to flip the wrinkles narrative on its head. Wrinkles are a very normal sign of age on that lovely face of yours. When did it become okay to tell people that they need to get rid of wrinkles to look good?

So here at Willowberry, we want to celebrate wrinkles and the lives that have been led earning them. We want to tackle the negativity around having wrinkles. Don’t try to reverse them – you worked hard for them!

“Imagine flipping the wrinkles narrative on its head,” explains Jenni Retourné, Founder of Willowberry. “People could be proud of their lines and wrinkles, which tell the stories of their lives, rather than spending never-ending time and money trying to reverse the very normal signs of age. It’s time to flip the script.”


Willowberry is nutritious natural skincare for grown-ups, for your best skin. 

A favourite with top make-up artists, Willowberry's luxurious award-winning products protect skin’s natural barrier function, to nourish and revive grown-up skin without telling women to be 'anti-ageing'.

As seen in Vogue, Independent, The Telegraph, This Morning and more.

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