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about us

Skincare for grown-ups

Launched in 2017, Willowberry is nutritious, natural skincare for grown-ups, for your best skin. We're here to give grown-up a glow up.

Based in Cheltenham, Willowberry is an independent British brand that is cruelty-free, eco-friendly and made in the UK with love and care.

age without apology

Our mission

Against an industry obsessed with anti-ageing, Willowberry is flipping the script to give you your best skin (instead of promising impossible skin) and help you feel good in your skin with age. We're here to give grown-up a glow up! Championing Age Without Apology, Willowberry is changing the language and perception of age in beauty.

Our products

Designed especially for the needs of grown-up skin, Willowberry’s high-performance natural skincare is formulated with the most nutritious, natural ingredients with a focus on vitamins, antioxidants and essential fatty acids to nurture and nourish skin, for a brighter, hydrated, radiant complexion.


“Sits beautifully under makeup as it's so lightweight... I love this brand”

– Caroline Barnes, top make-up artist

“Willowberry pampers my clients prior to red carpet events”

– Mary Wiles, top make-up artist

“I love the Willowberry Face Oil”

– Ruby Hammer, top make-up artist

“Willowberry feels really spa-indulgent. It's also great under make-up and leaves skin glowing.”

– Nichola Joss, top facialist

“Nourishes skin with a cocktail of vitamins and antioxidants... a really lovely brand”

– Abigail James, top facialist

Jenni Retourné

Our Founder

"Having worked in beauty for 20 years, many of those as a Beauty Editor, I saw first-hand the enormity of the anti-ageing industry, which over the years I began to question: Why is it okay to tell us to reverse the very normal signs of time on our faces? Why aren’t older women shown in beauty images as standard? It’s a literal message of invisibility. I'm in my 40s - am I meant to fade into the background? No!

"So I wanted to create a skincare range that is designed to work with your skin, not against it, and to help you look at yourself in a better way as you get older.

"Our work towards this has appeared in national press and I've been featured in the Who’s Who of Natural Beauty of 'today's most influential leaders' for ‘giving grown-up a glow-up’. I'm proud to help you feel good in your own skin with age."


Willowberry is a skincare brand with a conscience and we are committed to sustainable values that honour the future of our planet.