We had the good fortune of connecting with April Willie and we’ve shared our conversation below.

Hi April, what’s something about your industry that outsiders are probably unaware of?
Unfortunately, “clean beauty” is a buzz term that most people tune out at this point. What I would share is that while it is buzzing around, it totally has a place in our generation. The US only bans 30 ingredients from personal-care products. (For context, the EU bans 1,400.) There are more than 80,000 chemicals on the market today. Many don’t have safety data – which means we are using skincare, makeup, shower products, lotions, deodorants etc. that may have harmful/toxic ingredients. What’s worse is that the Food and Drug Administration does not have authority to remove harmful ingredients from products we put on ourselves and our kids every single day.

What should our readers know about your business?
In 2016 I became a new mom, which really made me aware more in depth of what I wash clothes in, or what I wash my hands with. I really started researching different products to be sure they were safe for my daughter in the bathtub, or lotion on her body afterwards. What I found out really shocked me. I could not believe how little regulation there is and how many harmful products are on the market in the US.

Along the way, I learned about a company called Beautycounter. Beautycounter is a Certified B Corporation, EWG Verified and Leaping Bunny Certified. This company gives tools and products to advocate for clean beauty. What does that even mean? We ban 1,800 questionable ingredients that are not used in our formulas for skin care and makeup. Each ingredient we use is screened against 23 separate safety endpoints (like carcinogenicity). Not only that, each product is tested further for trace contaminates. Along with the choosing of our ingredients, we have ingredient transparency which means everything in our product is listed on the packaging/website. It is uncommon in the beauty industry to disclose all fragrance ingredients, but we do.

Once I learned about this company and it’s mission to get safer products into the hands of everyone, I became passionate about sharing with everyone I could and locked arms with Beautycounter. Since 2019 I have been sharing about safer skincare and makeup while building a community of women who are educated on how to read labels of store bought products, understand some of the main harmful ingredients, and options to replace those products.

I am proud and excited everyday working with Beautycounter. I got especially jazzed up when a client of mine sent me a text message with a picture of all of her perfume bottles in the trashcan. I truly am passionate when I see anyone making a positive change in their life from something they may have learned from me. I really believe you don’t know what you don’t know, so I’m on a mission to share what I do know, and then people can make decisions on their own knowing more!

This business has really challenged me to be open and transparent, just like the company. I have gotten quite vulnerable to share my life, struggles AND Beautycounter. In the beginning I felt it was cringeworthy but I now know that people want to be seen and known. And sharing with the world my real self, not an Instagram worthy fake, has allowed me to see and know so many women that I never knew before and are now cherished in my life.

I also work with a team of woman who do the same work I do, which has afforded me leadership opportunities I never would have dreamed of. I know I haven’t even scratched the surface of what I can accomplish and I want to keep climbing and sharing more. One of my favorite things to do be myself on Instagram stories or create makeup tutorial videos! Before Beautycounter I did not know much at all about makeup, so I understand the average woman at home wondering what a contour is. Now that I have become passionate about makeup – I especially LOVE teaching women makeup tips and tricks.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
I met Esther through Beautycounter and we have become best friends. She is from IA and plans to visit this spring! When she visits we have to get away to Buena Vista for some time at Cottonwood Lake, possible a hike on the Continental Divide Trail followed by some lunching at K’s then head to the hot springs! Colorado is so stunning you can visit almost any little town and find something to do. The hiking and outdoor activities here are abundant!

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
SHOUTOUT to all of my supporters. Clients, beauty members, friends, (social media and otherwise) who support me in my mission to get safer products into the hands of everyone. Really, the encouragement I receive is beyond what I’d consider average. No matter what, I always have someone sending me kindness and appreciation for sharing about safer products and it has fueled me for 2 years now. If I name one person, it would be Kelli C. She is the first person who made me think that just maybe I can do this……

Website: www.beautycounter.com/aprilwillie

Instagram: @april.divine.willie

Facebook: https://www.facebook.com/april.divine1

Other: TikTok: @april.divine.willie

Nominate Someone: ShoutoutColorado is built on recommendations and shoutouts from the community; it’s how we uncover hidden gems, so if you or someone you know deserves recognition please let us know here.