Willowberry Skincare

At Willowberry we want you to Age Without Apology and age representation in beauty is at the heart of everything we do.

Our goal is to change the perception, representation and language of age in beauty and ensure that age is celebrated and revered, not feared.

We continually put out a new message of age across the media and the beauty industry to encourage change on a wider scale.

Refusing to sell ‘anti-ageing' hope-in-a-jar claims, Willowberry instead aims to help women feel good in their skin with age, because healthy skin is beautiful with or without wrinkles and beauty is a state of mind.

Willowberry Skincare


Natural Products magazine showcases our new beauty campaign

CEW features our new Age is an Energy campaign and new data

Willowberry founder interviewed in The Sunday Post "Don't aim for anti-ageing"

Ox Sylva 4-page article on how Willowberry is changing the age narrative in beauty

Willowberry is recognised as leading the way on not using the term 'anti-ageing'

Cotswold Living: "What Dove did for body image, Willowberry is doing to empower women to Age Without Apology"

Vitality magazine features campaign in 'Beauty Brands Changing the Narrative'


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