Our Story

Story of Willing Beauty

When it comes to healthy skin... Wow! I wish I knew then what I know now. When I was younger, I had no skincare routine. And at 29, just after my daughter Willa was born, I was diagnosed with skin cancer under my eye. It was scary. So, I made it my mission that Willa and other girls wouldn't repeat my story and searched for safe skincare products without the harsh chemicals, hormone disruptors and skin irritants found in so many beauty products.

When I couldn't find them, I worked with top dermatologists, green chemists and skincare experts to create what didn't exist before - a line of simple, safe skincare products that actually work - willa for teens and Willing Beauty for moms, complete with anti-aging benefits thanks to our proprietary, potent antioxidant HY+5 COMPLEX™ (that's right - high five 🙌 ladies!) Now it's my mission, along with this incredible team, to protect everyone's skin effortlessly and get all of your skin glowing.

Because we know how busy you are taking care of those you love, the least we can do is take care of your skin.


Cross Our Heart

Our products are free of parabens, sulfates, DEA, phthalates, mineral oils, chemical sunscreens and synthetic fragrances. Never tested on animals.

Leaping Bunny