Willowberry Skincare


Industry peers have joined forces with Willowberry to challenge 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."

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