We recommend consulting a doctor or other appropriate medical professional.
We have chosen to develop a rigorous health and safety ingredient and formula evaluation process that is unique to Willing Beauty rather than relying on a third party, which may have incomplete information about formulas (for instance the percentage of each ingredient within the formula which companies do not publish). Our process includes confirming no ingredients are on our black list of over 1,400 which was developed with a green chemist, as well as review of ingredients and their percentage within the formula by a member of the American Board of Toxicology, compliance with European Union ingredient regulations, dermatologist testing and allergy testing.
We have chosen to develop a rigorous health and safety ingredient and formula evaluation process that is unique to Willing Beauty rather than rely on rankings from a third party. Third party rankings may contain incomplete information about formulas (for instance, we publish the % of each ingredient within any given formula which most third party sites do not publish). Our process includes confirming no ingredients are used from our black list of over 1,400 ‘forbidden’ ingredients. Our black list was developed by a green chemist, and was reviewed by a member of the American Board of Toxicology. We also ensure that the ingredients we use in our products comply with European Union ingredient regulations, are tested by a dermatologist, and go through allergy testing.
You may send all your questions regarding products, ingredients and any skin care concerns you might have to Science@WillingBeauty.com. We have a team ready to answer your questions!
We created a touchpoint for Customers and Beauty Advisors to send great product testimonials and images based on their experiences with Willing Beauty. Testimonials can be sent to MyResults@WillingBeauty.com.
Yes! All our products are tested for freeze/thaw at 50 degrees C/122 degrees F and are stable.
Ingredient selection is of paramount importance but we are equally rigorous in understanding the behaviors that stand between girls and women and embracing better-for-you skincare routines. Through exhaustive focus groups with girls and their moms we learned most didn’t like to wear sunscreen because it made them look like a ghost and was usually very sticky. Many told us they avoided the SPF step because they didn’t like the way sun protection looked or felt on their skin. Because of this we formulated with the silicone dimethicone, which is a synthetic ingredient that delivers a powdery dry “slip” and helps spread mineral sunscreen (which is generally white in color) easily while reducing the appearance of pores. But safety is of paramount importance to us. Only upon consulting with a team of chemists and researchers did we conclude it would cause little, if any, harm to human health.
Claims that silicones cause or worsen acne have not been substantiated in published research. But ultimately it is a personal preference and we encourage you to respect their difference of opinion and know that at Willing Beauty, we remain steadfast in formulating products that are safer for women of all ages.
Essential oils are extremely concentrated and rarely used at full strength; they are diluted with a carrier oils which are gentle, in the case of Born to Glow those are safflower, rosehip, argan, marula and grapeseed oils. Aside from the carrier oils, the amounts of the essential oils in the Born to Glow Skin Elixir (frankincense and lavender) are each ~3% of the formula. The essential oils are very concentrated, so if you have a sensitivity to them, you may have some irritation. We suggest testing on a small area of skin before fully adopting the product into your routine.
We use only 100% pure, high quality oils backed by certificates of authenticity. All of the oils use in Born to Glow Skin Elixir are either cold pressed or steam distilled. There is no chemical-based extraction.
Aloe shows up in our ingredients as either “Aloe Barbadensis Leaf Extract,” “Aloe barbadensis leaf juice,” or “Aloe barbadensis leaf juice powder.” A form of aloe is in Get Set from Willing Beauty, and is in Clean Skin, Pore Perfector, Zero Shine, Face the Day, and Start Fresh from willa.
Certain types of alcohols known as fatty alcohols are non-irritating and can be beneficial to the skin. Examples you see on our ingredients labels include cetyl alcohol which is a healthy ingredient that conditions and softens dry skin.
The main factors that cause enlarged pores are genes, dead skin cells, trapped sebum as well as sun exposure. The key to making pores appear smaller is keeping them clear.
Several Willing Beauty and willa products can help pores appear smaller. Clear Skin Exfoliating Cleanser gently resurfaces skin and prevents dead cells from clogging pores. The salicylic acid in this product along with the 2% in the Pore Perfector Breakout Banisher Pads also helps reduce sebum and exfoliate dead skin cells. Peel Away Charcoal Mask helps remove excess skin dirt and oil which also helps improve the appearance of pores. Finally Get Set and Face the Day SPF30 help prevent sun damage which causes the breakdown of collagen and in turn the expansion of the pores.
Willing Beauty uses responsibly-sourced oils/extracts that are cold pressed (a method of extracting oil without applying heat) or steam-distilled (a process that uses hot steam to extract aromatic molecules). There is no chemical extraction.
We only source our essential oils from trusted suppliers that use sustainably harvested botanicals.
When it comes to sun protection, SPF coverage above 30 only provides minimal benefits. Once a product meets a rating of SPF30, 97% UVB protection is achieved. By example, an SPF 50 only provides an additional 1% added protection from UVB rays. What’s more, research shows that a higher SPF number gives people a false sense of greater sun protection so they apply less sunscreen.
After using the HY+5 Regimen for 30 days, 70% of women who participated in our independent consumer perception study reported reduced appearance of dark spots and 80% reported improved skin clarity.
All Willing Beauty products are allergy and dermatologist tested by an independent lab and have been deemed safe for sensitive skin as well. However, do keep in mind that no allergy test covers all possible allergies.
Click here to view a chart with ingredients and whether they’re included in each of our products. We cannot guarantee that our products were made in facilities that are completely free of these ingredients, so there is risk (albeit small) of cross-contamination. Customers who have extreme allergies should consult a doctor and/or conduct a patch test before adopting any product into their routine.
The assortment will consist of 14 unique products.
The Willing Beauty line is anchored by the age-defying HY+5 COMPLEX™ Regimen, which includes:
Additionally, under the Willing Beauty brand, we’ll offer BORN TO GLOW Skin Elixir and XO Lip Oil.
The willa line has two Regimens to choose from: The Essentials and Clear Skin.
The Essentials Regimen:
Clear Skin Regimen:
Additionally, under the willa brand, we’ll offer TAKE ACTION Acne Spot Treatment Pen.
Our Regimens are designed to be a 30-day supply. Depending on your personal usage preferences, you may use them more or less quickly.
Our products are developed for universal skin types, including sensitive skin. Our products containing the HY+5 COMPLEX™ are developed for use on adult skin, as they contain age-defying ingredients. willa products are suitable for all ages, and the willa product line offers a few products that are geared towards acne-prone skin.
Willing Beauty products have been developed in some of the best labs in the USA with an unwavering focus on effectiveness as well as human health safety.
Our products are not tested on animals and are cruelty-free. We are proudly Leaping Bunny certified.