about us
Skincare for grown-ups
Launched in 2017, Willowberry is nutrient-rich, natural skincare for midlife & mature skin, with no 'anti-age' nonsense. We're here to give grown-up a glow up.
Based in Cheltenham, Willowberry is independent, British, natural skin care. 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 changing needs of midlife and mature 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.
As skin matures it loses natural oils, hydration and protection. Willowberry restores what skin lacks with age, with formulas that hydrate, nourish and protect midlife and mature skin.
Expert-approved
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."
