The anti-ageing market is enormous, valued at $62 billion in 2021 and still growing at a fast pace, expected to hit $93 billion by 2027 according to Statista.
No wonder then, that beauty brands continue to push out anti-ageing products and anti-ageing messaging. Because quite simply, it makes them a lot of money.
By continuing to push anti-ageing messaging, it continues the message that youth = beauty and so people continue to look for anti-ageing products.
People Google search anti-ageing skincare, they ask store consultants for anti-ageing skincare, products that will get rid of their wrinkles, make them look younger.
By turning our backs on the anti-ageing market, we make our own jobs a lot harder. Because if you’re looking for anti-ageing products, you won’t find them at Willowberry. If you’re looking for products that promise to reverse the signs of time, you won’t find them at Willowberry.
Because we don't want to make you feel bad about looking older. And we refuse to sell you a lie; if a pot of skincare could get rid of wrinkles or make you look 10 years younger, we’d all know about it by now.
So, we take on the much harder job of trying to change people’s mindsets on how they look at themselves as they get older, and to try to change the age narrative in beauty.
Beauty doesn’t have an expiry date. Wrinkles aren’t ugly. You don’t have to fight against your face for 50-odd years. You look great as you are. Skincare is about getting your best skin, not impossible skin.
Willowberry is nutritious natural skincare for grown-ups, for your best skin.
A favourite with top make-up artists, Willowberry's luxurious award-winning products protect skin’s natural barrier function, to nurture and nourish grown-up skin without telling women to be 'anti-ageing'.
As seen in Vogue, Independent, The Telegraph, This Morning and more.
