willa® began 4 years ago when my then 8-year-old daughter Willa was taking a bath and she asked why she had to use her little sister Julia's "babyish" skincare products. She wanted something just for her. I was thrilled Willa wanted to start taking care of her skin. So we looked in drug stores and department stores, but we couldn't find anything except for pink "bubblegum" products that were hardly safe or effective. It made me think of my own skincare story.
When I was Willa's age I "treated" breakouts by baking in the sun —mistakenly thinking a tan would dry out my acne. I also over treated break-outs with the strongest drugstore formulations I could find convinced they would heal my skin faster. I was so wrong.
Cut to age 29 when I had my first facial skin cancer. I got serious about taking care of my skin. But every dermatologist said the same thing, "Christy what is going on with your skin is a direct result of what you did or didn't do when you were younger." Up to 80% of lasting damage happens by age 18.
This statistic was alarming—but it also made sense. After all we don't wait for our children to get a cavity to tell them to brush their teeth. So why would we wait for there to be a problem—namely a breakout or sunburn—to get them to start taking care of their skin? It's all about prevention and starting young.
That's why we created willa®. We enlisted one of the best skincare labs in the country along with a top team of chemists and dermatologists to develop natural skincare products girls would want to use.
Our mission is to empower girls to make healthy choices with natural products so they will love the skin they're in.