Willa Natural Skincare is designed specifically for pre-teen and teenaged skin, but don’t think about stop reading if you don’t fall into those categories.  Because, Willa makes some products that I find compelling and fabulous for my more mature and drier skin. And I am not alone – beauty editors from Lucky, Refinery 29 and Daily Candy agree.

Willa, a pre-teen herself, and her mother have been working for over three years to develop the line. Willa perceptively asked why she has to use her little sister’s “babyish” soap one evening. After an unsuccessful search for an age-appropriate alternative, Willa Natural Skincare was born. Willa’s mother, Christy Prunier, knew developing an early routine to prevent acne and sun damage was crucial.

The packaging is adorable – feminine and fun without being juvenile. I applaud the various SPF products. The color collection is so age appropriate but that doesn’t mean I don’t want to wear it all myself! Perfect subtle color for hot summer days. Some of my personal favorites from the line (all under $11):

• be brillant natural body lotion contains aloe and chamomile, healing my skin without being tacky or sticky. It absorbs super fast and has a clean, refreshing scent.
• start fresh foaming face wash has that voluminous, airy foam that makes my skin feel so very clean. But it is gentle, preventing the tight and dry feel. It contains anti-oxidant green tea leaf extract and hydrating Glycerin.
• smile shine lip gloss is super moisturizing, packed with vitamins C & E, giving lips a sheer ultra-shine. I love the clever clip… no more searching a huge handbag when in desperate need of lip hydration.

The whole line has a conscious formula: Paraben and sulfate free, DEA and phthalate free and Not tested on animals. Made in the USA.  Willa Natural Skincare is available at Target.