Willowberry Skincare
Willowberry Skincare

Be a Changemaker

Join industry peers in our Age Without Apology Pledge Collective to help support a better age narrative in beauty.

Our goal is to change the perception, representation and language of age in beauty. Real change can only happen if we come together as an industry and Willowberry’s position on the British Beauty Council’s Diversity, Equity and Inclusivity Committee, to represent age diversity in beauty, further helps us to do this. 

If you work in beauty or associated industries, join our Age Without Apology Pledge Collective by filling out the form below, to receive our Industry Newsletter with news, views and opportunities for change and we will include you in our Pledge Collective member section below.

A big thank you for joining hands to help effect change on a larger scale.



We're joining forces with our peers to change the age narrative in beauty, because together we are stronger.

Jenni Retourné - Founder, Willowberry

"I want women to know that they can get older and still look good and feel relevant."

Fatima Truscott - Writer & stylist

“Holding onto the errors of the past is futile, it’s what we do next that counts.”

Millie Kendall - MBE, British Beauty Council

“I'd like to see more representation of like-minded 50 year olds in advertising & in-store.”

Inge Ladd - Model & actress

“Why would I prevent my body from moving on, when my mind is doing it every day?"

Jane Cunningham - British Beauty Blogger

“We've got a little stuck in a narrative within the beauty industry that prizes youth.”

Nicola Bonn - Outspoken Beauty

“The words 'anti-ageing' contribute to a wider ageism that is prominent in society.”

Sandra Sallin - Artist & blogger

"Talk about having your skin feel good, instead of 'anti-age'. What's wrong with old?”

Anna Cascarina - Anti-ageism stylist

“We need to work with skin changes, not fight it. Maybe then we'll see less fear around ageing."

Emma Bardwell - Menopause expert

“Ageism impacts women’s confidence, earnings and wellbeing."


Industry newsletter

Subscribe to our Age Without Apology Pledge industry newsletter, a central resource for our collective work towards creating a better age narrative in beauty.


Find out more about how Willowberry is changing the age narrative in beauty



If you'd like to discuss our Age Without Apology campaign in any way, we welcome your thoughts; please email us at