A Message from our Founder + CEO ♡

I started willa because I didn’t want my daughter or other young women to repeat my skincare story.  When I was Willa’s age I got way too much sun and used harsh chemicals on my skin.  I mistakenly believed it was good for me.  But after skin cancer on my face at 29, and permanent scarring from harsh over-the-counter skin products, I resolved to get smarter on how to best protect my skin.  So I met with top dermatologists who educated me that when it comes to healthy skin, it’s all about prevention and starting young.  And so when we couldn’t find healthy skincare products my daughter and other young women would love and Moms could trust. We decided to make them.

Over the years, I have learned a lot.  Science has advanced, giving us ever-better information about the qualities and impacts of many common product ingredients.  The biggest thing I’ve learned is that working to make high performing and safe products requires constant vigilance.  So we enlisted green chemist Bruce Akers to join our team and work with our beauty director Matin Maulawizada.  Together they review an ever-growing list of ingredients with benefits from all over the world as well as review new research on ingredient safety.

Because we are committed to making products that are as safe as they are effective, our lip butters and Smile Shine lip shimmers will be discontinued on October 31st. These two products contain petroleum and don’t meet our high safety standards.  We are also in the process of re-formulating our foaming face wash and lavender towelettes to remove synthetic fragrance which doesn’t meet our quality standards.   

Since 2009, we’ve been empowering young women to take care of their skin.  And with each new product we are committed to developing the highest-performing, safest skincare and cosmetics for young women.