Once upon a time, an 8 year old girl named Willa and her mom wondered why there were no skincare products appropriate for tweens. Everything on the market was either for babies or adults — or contained harsh chemicals and coloring. Why not combine the concerns of delicate young skin with grown up skincare? So the Willa brand was born, easily filling the gap. With a breezy, young and fresh approach to girls’ skincare, Willa offers a full range of products that make starting your skincare routine early — and keeping it up! — simply effortless. Since the products are catered to the needs of tweens and young teens, they perfectly suit the unique skin concerns that come with delicate skin. Willa, now 12, knows exactly what girls want. None of the products are harsh or too “grown up,” but even adults will love the line too! Check out my favorites and get all the details on this fresh young brand!

I absolutely love products that are aimed at preventing problems rather than fixing them. “Adult” skincare products just seem so serious: anti-aging this, wrinkle correction that. This brand’s tagline, “Start young. Stay young.” says it all. Getting in the habit of taking care of your skin early will help keep your skin healthy and radiant in the long run. Willa’s fuss-free skincare products are a huge revolution in tween and teenage skincare.

Willa’s Face The Day SPF 30 Tinted Face Protection is a great way to make sure you get your daily SPF coverage — without all the hassle. This sunscreen has all the benefits of your usual broad spectrum UVA/UVB protection products, without any of the sticky residue that comes with gunky white sunscreen lotions. Introducing an SPF regime when you’re young is really important to building the habit and keeping your skin looking its best longer!

Teenage years are action-packed, with running around from ballet to soccer to play practice. If you’re a girl on the go, try the Willa On The Go Gentle Cleansing Lavender Face Towelettes. These cooling wipes help clean and soothe your face until you’re able to get home and unwind. Cleansing right after your games or practices will keep zits and redness at bay! The handy travel-size packaging is so compact and easy that girls of any age should keep these wipes tucked away in their clutch bag for emergency fix-ups.

The Willa Face Friendly Clear Face Moisturizer is great for getting into the moisturizing habit young. Trust me, this ain’t your grandma’s cold cream. It’s not too heavy or artificially scented and it doesn’t clog your pores, which means that you’ll actually want to use it. This quick-drying lightweight serum is fine for either AM or PM application, so you can layer it under makeup without it interfering with your color cosmetics.

Even if you’re not a teen, this brand’s savvy skincare is sure to deliver great results. All of Willa’s products have a light and delicate scent, but it doesn’t come from chemical fragrances. Formulas are packed with aloe, grape seed extract, eucalyptus, lavender, and cucumber which give the products their soothing scent without aggravating even the most sensitive of skin types. With no parabens, sulfates, animal testing, DEA, of phthalate, you’ll be doing your body good all around!