How This Aussie Skincare Startup Became A Multi-Million Dollar Beauty Empire

Willow by the sea (1)

As POPSUGAR editors, we independently select and write about stuff we love and think you’ll like too. POPSUGAR has affiliate and advertising partnerships so we get revenue from sharing this content and from your purchase.

While pregnant with her first child, Corina Ryan noticed a common trend when looking for skincare products to use on her growing belly. She looked beyond labels that mentioned “organic” and “natural” and saw that they masked harsh hidden chemicals. Surprised by what she found, she took matters in her own hands to create products in her home kitchen with her husband, Luke.

In the hopes of creating baby and mummy-friendly products that were truly natural and cruelty-free, they were inspired by Corina’s learnings from her herbalist grandmother and Romanian heritage. And after hundreds of trials with traditional Romanian uses of chamomile flower, the husband and wife duo sacrificed their deposit for a new home and launched Willow by the Sea.

Corina and Luke Ryan - Willow by the sea
Corina and Luke Ryan

“Your skin is the largest organ in your body, and it absorbs everything you apply to it. The thought of chemicals or toxins entering your bloodstream or coming close to your placental wall during pregnancy should be the last thing on your mind,” Ryan mentioned.

“People rely on product labels, trusting what they read. It deeply saddened me to realise that trusting mothers were being deceived by clever marketing tactics. It was time for a change.”

The pair’s message resonated strongly with mothers and mums-to-be across Australia and they have since grown their business into a multi-million dollar enterprise by focusing on cruelty-free, concentrated skincare that only contains active ingredients. Now, Willow By the Sea is a one-stop shop for best selling baby oils, mum and baby friendly balms and creams with thousands of 5-star reviews and repeat customers.

Mum and baby products
Willow By the Sea

From a body butter for cracked nipples, to kits that will make baby’s bath time more soothing, ahead, you’ll find some of Willow By the Sea’s best-sellers for a mama self care moment or to gift to your mum-to-be bestie.

All Day Glow Set, $175

“The products arrived promptly in the post, and are lovely to use — sinking into the skin effortlessly without feeling heavy or greasy, whilst the beautiful scent gives you a lift,” a five-star review mentioned.


Nipple Balm, $37

“This balm is my saviour as I’m getting used to breast feeding. Initially I thought I might have to stop as I was so sore, but this balm soothed and calmed and has allowed me to continue breast feeding, as 6 weeks on, we are going strong,” said one verified buyer.

Belly Deluxe Set, $69

An on-site review said, “Belly butter deeply hydrates well into the AM and the Belly Oil takes me through the whole day without feeling my growing belly get itchy.”


Baby Shower Set, $190

“I have super sensitive skin myself, and was recommended the bottom balm for a skin irritation. I found it to be amazing. I’m now 6 days post c-section, and am using the belly oil on my tummy and for massaging my boobs for milk production,” raved one reviewer.

Willow By the Sea baby shower set

Read More: POPSUGAR Shopping

Related Posts
Latest Living
The End.

The next story, coming up!