Willing Beauty

Willing Beauty grew out of a deal between two direct sales brands with teen founders. In October 2016, Origami Owl, the Arizona jewelry company that Bella Weems started at 14 with her mother, Chrissy Weems, agreed to buy willa, the teen skin care brand of Christy Prunier and her daughter Willa Doss. The two families then created a new brand together.

Willing Beauty opened pre-enrollment in early 2017 and launched on Valentine's Day 2017, with a gold heart logo and the line “Beauty Begins with The Heart.” Its launch site said a skin cancer diagnosis and a shared passion had inspired the company. It was part of the Origami Owl family of brands, based with Origami Owl in Arizona.

“We're going to revolutionise social sharing, beauty and the way women come together across the world.”

Chrissy Weems, Willing Beauty co-founder — Cosmetics Business, February 2017

The willa.com address redirected to Willing Beauty by May 2017, and willa became its teen line. By January 2023 the Weems family's brands were being sold together on a site called Think Goodness, alongside Origami Owl jewelry and other lines.

Willing Beauty launched with five skin care products built on its HY+5 Complex. The company described it as hyaluronic acid plus five “forces of nature”: vitamin C, prickly pear cactus seed oil, Antarctic glycoproteins, alpine edelweiss flower and deep sea hydrothermal enzymes. It sold the set as a three-step routine for morning and night.

• Core routine: Do Over nourishing cleanser, Daydream moisturizer, Get Set SPF 30 tinted primer, Sleepover night cream and Partner in Time night serum.
• Treatments: Born to Glow Skin Elixir, Flashback brightening peel, Out of Sight eye treatment and lip oils.
• Teen and acne: the willa line, later sold as Teen + Acne, including Pore Perfector pads.

The company said its products were free of parabens, phthalates, chemical sunscreens, mineral oils and synthetic fragrance, and never tested on animals. Results claims, such as its clinical study figures, were the company's own.

Sellers were called Beauty Advisors. The company pitched a “you share, you earn” model: it made the selling presentations and social posts, Advisors shared them, and they earned on what their friends bought. Customers could join a Crush Club for product credit and rewards, and set up automatic No-Brainer Replenishment orders.

Getting started

At launch there was no required starter kit, according to the old Direct Sales Aid profile. Instead, a new Advisor qualified by buying, or referring others to buy, 3,500 Brand Advocate points' worth of products. Girls as young as 11 could join as co-advisors alongside a parent who was an Advisor, and the willa site invited teens to join “as a willagirl with a Beauty Advisor.”

Pay

Commissions followed the company's Career Plan, with higher earnings as an Advisor moved up its ranks. The full plan was set out in Willing Beauty's own documents and is not repeated here. Under Think Goodness, the Weems family's brands moved to a single shared Partner program, which switched to a single-level plan in September 2023.

The direct sales side wound down in stages. Willing Beauty's own site still had a Join Us link in September 2021. By late 2024, willingbeauty.com forwarded to Think Goodness, the collective that sold Willing Beauty skin care next to Origami Owl jewelry and invited shoppers to “Join as a Partner.”

In 2025, Think Goodness closed its Partner program. Archived pages show it still offered to sign up Partners in April 2025. By July 2025, willingbeauty.com had become a standalone online store with no join page, no Advisor finder and no mention of sellers. The company gave no public reason for the change.

Today Willing Beauty is still in business as a brand. Its terms of service name 18k Ventures, LLC, doing business as Willing Beauty, at 575 East Germann Road in Gilbert, Arizona, the same address Origami Owl uses. The store sells the HY+5 range, makeup and a few willa-era names, such as Pore Perfector pads. Former Advisors can still buy as customers, but they can no longer earn from the brand. For the companies behind it, see the biographies of Origami Owl and willa.