StyleNest talk to mum and founder of organic beauty brand Willow Organic, Sue Stowell to find her top tips on skincare as well as her story behind the brand.
Sue Stowell had been a creative interior designer for 20 years before launching Willow Organic Beauty. An advocate for organic food and products, Sue discovered there was a gap in the market for organic and luxury beauty products and so Willow Organic Beauty was born.
You’ve had a 20 year career in interior design, but has launching your own beauty business always been an ambition of yours?
Not as such, I have always been a huge advocate of organic living and have always thrown myself into projects that I am passionate about. Willow has become my absolute focus & I love developing products and listening to what our customers really want.
What inspired you to launch an organic beauty brand?
When I was starting searching for an ethical and effective organic beauty brand, for myseIf, I realised that this was something that people really wanted and the market wasn’t providing. I felt completely inspired. We shouldn’t have to choose between potentially harmful synthetic products or beautiful organic skincare to achieve the results we want. We can have organic products that are results driven and effective whilst being kind to our bodies.
There is a lot of media scrutiny about what can pass as organic. What are your key principles and ingredients that you use?
We have very strict policies about what we can have in our products. Certification and labeling is extremely important.
Many products on sale are allowed to use the word ‘organic’ or a derivative as long as there are organic ingredients present in the product. This could mean that the product you believe to be ‘organic’ may only have 5% organic content. This is obviously very misleading for the consumer. Especially when the customer is paying a premium for products which they believe to be organic.
So, how can you avoid being tricked into buying products with false claims?
By buying certified products. The best known certification for organic goods in the UK is The Soil Association. All individual ingredients must be proven to be non-GM, have never been subjected to chemical fertilizers, pesticides, or any other artificial processing. All farms from which the ingredients are produced must have been cleared of any chemical fertilizers and pesticides for a minimum of 3 years.
On top of all of that, all skincare products must have a minimum of 70% organic content.
The key ingredient in our critically acclaimed skincare collection is Barbary Fig, a desert plant. Used to the arid conditions of the desert it has become an expert at keeping its own cells hydrated. It is one of the world’s most expensive oils. With more vitamin E, antioxidants, and essential fatty acids than Argan oil, it is a skincare wonder ingredient.
Did you find that countryside surroundings inspired the change to adopt a fully organic lifestyle?
Most definitely. Moving from London to the New Forest strengthened my appreciation and love of nature and wildlife. Even as an interior designer I sourced all my inspiration from the natural world. 20 years ago I designed a wallpaper based on a butterfly design and donated an acre of land towards butterfly conservation, Willow is now starting another partnership with the Butterfly Conservation UK.
Tell us more about Willow Organic Beauty. What goes into creating and making an organic beauty product for the range?
It is a long process. Every product is designed for a very specific purpose to meet the needs of our clients. I consult with cosmetic chemists, spa experts, herbalists, and aromatherapists to ensure that the product is as effective as possible.
The product is then tested to ensure it is stable (lots of general market products use synthetic stabalisers to ensure the product mixes correctly).
Market research then must be done to ascertain what the consumer thinks and to see if alterations need to be made.
Once the final formulation is complete, then we send the INKI (ingredients listing) off to the Soil Association to gain approval.
Finally, once we have the formulation and certification we can go into full production.
What makes Willow Organic different from other organic beauty brands out there?
We launched in 2007, much earlier than the majority of organic brands which are now available. I really wanted to achieve something specific: a luxury skincare brand, that achieved results, AND it was organic.
In 2007 there seemed only to be ‘lifestyle’ organic brands, tied up with paper and brown string, an alternative to synthetic products. I wanted Willow not to be an alternative but a competitor; not only providing organic products but effective organic products that were a viable option for anyone.
What are the benefits of using Willow Organic Beauty and are there any particular products you’d recommend?
Chemicals absorbed by the skin end up being processed by our livers. The skin is our body’s largest organ, making you think twice about what you are slathering on.
Our best selling products are the Barbary Fig range, particularly the Super Oil Serum, Advanced Intense Repair Cream, and Gentle Exfoliator. This range provides a fantastic boost to your skin. Our customers also love the bath oils as they achieve two jobs in one: giving you a wonderful sense-filled, relaxing bath and also moisturising your skin.
What are your personal favourite products from the range? Why?
I personally love the Hydrating Super Mask, and Gentle Exfoliator. Each week I give myself a mini-facial and it is a ritual I love, the Exfoliator particularly makes my skin glow. (I also love the Body Oil but that hasn’t been released yet)
What advice would you give to anybody wishing to follow in your footsteps and launch their own beauty range?
The beauty market is extremely competitive with some big names controlling most of the industry. Find a niche that you are passionate about and believe in yourself. Most likely, if you haven’t been able to find something that suits your needs or ethics then other people are searching for the same thing too.
What is the ethos of Willow Organic Beauty?
That just because you have chosen an organic brand you do not have to compromise on beauty, ethics, effectiveness, or luxury. We spend the majority of our time developing products so that they are the most gorgeous and effective they can be; we promise to deliver the best beauty products of their kind.
Can you talk us through your skincare routine? What advice would you give to both young and ageing skin?
I cleanse, tone, and moisturise every day. It is really important to remove your make up each evening to allow your skin to breathe and recover from the pollution and stress of the day.
Once a week I give myself a mini-facial: cleanse, tone, exfoliate, mask for 10 minutes, tone again, apply a serum, finish with a moisturiser. The whole process takes around 20 minutes but I find it very therapeutic. It is a lovely process for a Sunday afternoon and my skin looks and feels fantastic on Monday morning.
For young skin it is very important to help keep your skin in balance. Youthful skin can often be oily due to excess sebum production. One common misconception is that you shouldn’t apply an oil to oily skin. One thing you should never do is strip your skin of its natural oils – it just sends your sebum production into overdrive in order to moisturise your skin. My suggestion for oily youthful skin is to use a gel cleanser, follow with a light moisturiser, and twice a week swap your moisturiser for a facial oil – your body will recognise that your skin is fully moisturised and it can actually help slow down sebum production.
For mature skin the key is moisturise, moisturise, moisturise. Serums are also a fantastic way to give your skin a concentrated botanical boost. I would recommend using a serum three times a week to keep providing vitamins and nutrients to your cells.
You can now find Willow Organic Beauty in Fenwick of Bond Street. Can you let our readers in on what’s next for the brand?
As I hinted earlier we are releasing some new products a salt scrub and body oil, due to demand, to expand our spa range, these will be available for purchase and also for spa treatments this Summer. We are also developing products with sun protection.
Your daughter, Tamryn joined the business in 2011 so it’s now very much a “family business”. How do you balance working life and family life when working closely with your daughter?
Very easily. We are a very close family who are all completely invested in Willow. Tamryn has been running the marketing and social media for 3 years now and it’s wonderful working together. My eldest daughter Bonnie has also played a key part in garnering some of original press attention, bringing Willow to the attention of the public. And my son, Jamie, helped with the design of our very first website.
It is very easy to work alongside them all when we are all so passionate about the brand – it’s not just a business, it is something we all really believe in.
Going into summer. Can you give our readers some advice on how best to adjust their skincare regime?
Of course. This is something people often forget, you need to adapt your skincare routine to the season.
Things which are true all year round are that you should cleanse, exfoliate and moisturise. However, you might want to pick a lighter moisturiser to ensure that your pores do not get blocked in the warmer weather.
With the sun coming out, ensure that you start to exfoliate your body and moisturise all over to give your skin a beautiful glow in your summer clothes.
Can you give our readers any insight on any exciting projects or collaborations you might be working on now or the future?
I mentioned earlier about working with the Butterfly Conservation. This year we will be releasing special edition packaging with a percentage of the proceeds going to the Butterfly Conservation. A lot of attention is focused on international wildlife, however, right here in the UK there are dangers to our native ecosystem. Pesticides and fertilisers are damaging the butterfly and bee populations. As an organic brand with Soil Association certification we want to strengthen awareness and support organisations helping these delicate and sensitive animals.
As a working mother, what do you do to relax and unwind?
I am extremely lucky to live with the sea on one side and the New Forest on the other. Everyday I start my morning by taking our beautiful Newfoundland dogs for a swim in the Solent. I am also a passionate cook and I love designing new recipes and meals. I became a vegetarian 15 years ago and it has been important for me to eat and design exciting food.
When you are not busy working, what do you enjoy doing with the family?
All of us love to travel and experience new cultures, food, and landscapes. We try and go on holiday as a family every year – Greece is a particular favourite.
What are your top three hero beauty products you couldn’t live without?
I couldn’t live without a facial oil, it balances my skin, gives me a hydrating boost and evens skin tone. A body moisturiser is also key to ensure that my skin looks and feels as great as possible, I tend to lean towards oils rather than creams which is why I love the Willow bath oils. Finally I love a face mask once a week.
What’s your motto?
Be passionate, persevere, and support one another.