OUR FOUNDER

Ateh Jewel, beauty journalist

I've worked in beauty for nearly 20 years, as a beauty editor and marketing manager before launching Willowberry in 2017. Championing Age Without Apology, Willowberry was born from my desire to provide natural skincare designed especially for the needs of grown-up skin, without telling people they need to reverse the (very normal) signs of age on their faces.

I'm committed to changing the age narrative in beauty with Willowberry’s Age Without Apology Pledge. I'm proud that Willowberry's work towards this has been featured across national media and recognised by the British Beauty Council.

I've been included in the Who's Who in Natural Beauty 2023 of 'today's most influential leaders in natural beauty' for the work Willowberry does towards better age representation in beauty, where I'm credited for giving grown-up a glow up.

 Jane Cunningham, British Beauty Blogger