When Emma Heming Willis was pregnant with her first daughter, Mabel, she turned to coconut oil to help reduce stretch marks.
“I was looking for a clean, effective skin-care line,” she said over Zoom. “I’m just genetically prone to stretch marks. I didn’t see anything on the market at the time that was what I was looking for, so I went toward an old family favorite which was just coconut oil. My grandma used it for cooking, for everything. My mom used it on me.…I came out stretch-mark-free and was just shocked.”
With Cocobaba, a direct-to-consumer body-care brand, she hopes to offer mothers and moms-to-be the benefits of coconut oil in elevated products formulated with other rich, natural ingredients. The entire line is vegan, using certified organic coconut oil, dermatologically tested and free of silicones, parabens and mineral oils.Cocobaba’s U.S. launch features a body scrub, body oil and butter mousse, all made using organic coconut oil.
Affordability and accessibility are also key to her, she added. She’s launching an affiliate program that offers members 15 percent commission. Willis saw the benefits of her single mother becoming a seller of NuSkin, the personal-care supplier, in the Nineties, a side job that helped them “make ends meet.” It’s what inspired the business decision.
Next, Willis plans to launch a specialty treatment product, and she’s working on a skin-care baby line.