With CW by Charlotte Willer,
innovation runs in the family,
and creation means blending
the best ingredients
for the most dramatic results.
The CW Skincare Story
The CW story starts on the Danish island of Funen. John Larsen, a professional chef, sold the hotel he had run there for thirty years, but soon discovered he couldn’t retire his appetite for creation. Within months, he had invented a revolutionary product for a friend’s wind turbine company—a fiberglass coating that increased the speed of the turbine blades—but his experiments took their toll. The chef in him was unable to resist running his hands over his “ingredients,” and the fiberglass damaged his skin so badly, he began searching for a cure. Noticing the soft, healthy skin of friends who worked with beeswax, he began to experiment with this natural ingredient to repair his injured hands.
The Makeup Artist
This is where his daughter, Charlotte Willer, stepped in. A makeup artist with projects around the world and based in New York and Paris, Charlotte has worked in beauty and fashion since 1986. Her mission has long been to bring the looks she created for advertising out of the studio and onto the street: making them available not just for models, but for everyone. For years she searched for a cream that would sink into skin instead of sitting on the surface – one that, unlike most, actually succeeded in making skin smooth and moist.
When Charlotte joined her father, he had formulated a cream that was effective but difficult to apply. Charlotte mined her years of experience with the world’s best beauty products, and selected a combination of all-natural ingredients known to nourish, heal and restore. The goal was to create a performative recipe, as organic as possible, needing no preservatives.
Using the ingredients she selected, her father made individual small batches. Charlotte tested them on the models she worked with and achieved dramatic results. The creams got such rave reviews, her clients soon began requesting samples.
After three years of testing 250 different variations of creams, Charlotte and John chose their two favorites—No. 10 for face and No. 6 for eyes—as well as a lip balm created in two tints and a natural version. These five products comprise the premiere collection of CW by Charlotte Willer.
[Another image? A great makeup shot until we get the image of the range?]
The CW Skincare Mission
Since creating CW by Charlotte Willer, I have prepared models’ skin with my creams to such positive feedback that I decided to share the love and make it available to the public. Never having found the perfect cream to make skin look and feel good, I decided to make it myself. My creams are different because they sink into the skin instead of staying on the surface. When I choose makeup, eyeshadow, lip products or blush, I like a perfect color pay-off. This came into play when selecting the lip balm colors: full color pay-off that is easy to use. What you see is what you get!
CW by Charlotte Willer products are all natural, with no SPF. No preservatives: we ensure freshness by adding vitamins and keeping quantities small. Transparency is our motto: we don’t use packaging tricks to make the quantity look larger. Bottles are transparent and airless bottle, preventing any waste. Only a small amount is needed, with cream soaking into skin instead of sloughing off.