As a former model, mother of two daughters – Mabel Ray, 9 and Evelyn Penn, 7 – and wife of action star Bruce Willis, Emma Heming Willis knows a little about the specific needs of a mother who does everything. Now, as the founder of the CocoBaba brand, a body care line that she created with 100% raw organic coconut oil as a hero ingredient, she brings her passion for natural ingredients and its family beauty traditions to nourish and smooth the skin. Now, as the brand launches in the United States, it takes a minute with NewBeauty to talk about coconut oil, quarantines, and the skin care she personalizes for Bruce.
What prompted you to launch CocoBaba?
âWhen I was pregnant with my first daughter, I was just looking for a safe and effective body care line to take care of my skin. Suddenly I became very aware of the ingredients in my food and what I was putting on my body and by that time the clean movement was only scratching the surface. So, not having much knowledge of the ingredients, I just went back to an old family favorite that has been in my family for generations – coconut oil. My grandmother used it in her food, for hair masks. My mom used it. It was like the kind of versatile ingredient. At first I picked up a large tub from the grocery store and used it throughout my pregnancy and walked out without stretch marks. It was kind of like my “aha” moment because I’m just genetically prone to stretch marks. I just had this moment and thought I wish I could create a line of any mom-to-be or anyone looking for solid coconut oil body care. It’s a little more luxurious than the grocery store tub.
Why was it important for you to stick to natural ingredients?
âWell, I really wanted to get close to something simple because I was so aware. When I was pregnant I started to think of ingredients like I had never thought of before. We are formulated in Germany, and you know that there are already so many ingredients that are not allowed in the EU. I’m not a chemist and kind of learned as I went. I just wanted to be sure that whatever final product was, it would definitely be safe for everyone, with nothing questionable in the formula.
We love that you can apply it everywhere, don’t we? Is it for the whole body?
“Whole body, but I wouldn’t use it on your face. My husband likes to use it on his face. It’s a body care line and he says to me: “It’s okay!” I’m like yeah, I guess. But it is specially designed for the body. I feel like there are so many products on the market that are so good for the face, and I was really taking care of my body – I think that stuff is being overlooked.
Speaking of family, how did you cope last year with all the quarantines and changes everyone went through?
âI mean, it was a year. You know, I think what kept me sane was that I launched CocoBaba that year. I obviously got to be home and work from home and, you know, achieve it. I don’t know how we all did it, we just got attached and stayed very close to home and family. The kids were homeschooled and we took it one day at a time. I mean it was a very stressful and scary time and it’s so great to be maybe finally on the other side. It will always be a moment that people will never forget.
Now that you’re 40, have you done anything different for your skin?
âFor the most part, I keep it pretty straightforward when it comes to my skin care. I know what works for me. I know the brands that I like. I think the only thing I’ve really changed is trying to be really good with sunscreen. I have melasma and since I have my children there are just certain points that I cannot get rid of. I don’t really want to do the lasers and peels. I like to be very conservative with my skin and not overdo it, I just feel like less is more. So for me a hat and sunscreen are essential as the melasma just hits the bottom and it darkens instantly. I also just invested in some good concealer.
Besides SPF, are there any skin care products that you won’t swear by?
âI love Indie Lee products. I also really like Kat Burki, I think she has been around for a very long time and only discovered her this year. I really like his products. These are the ones I run in my routine. There is another brand called Lumion that has some really good oxygen masks that I love to spray on my face to hydrate it. I think I am a creature of habit and I have found what works for me and I continue to use it.
What about Bruce? We know he loves using CocoBaba, but has he ever stolen any of your other skincare products?
âI love giving her facials. He’s a Pisces and he likes to be pampered and taken care of. It’s like his whole thing. I don’t do it all the time, but every once in a while I give her a nice facial. We have CocoBaba all over the house, so now it’s like he’s putting body butter on his face. He doesn’t really understand the whole system in general with beauty, which is surprising because I’m so addicted to beauty. He keeps it simple, so I try to improve his game every now and then with a beautiful face.
You are a busy mom. How do you stay focused and balanced while juggling it all?
“I don’t! It’s so hard. I don’t have a formula for that. You know what was great, two months ago my daughters were able to go back to school and it was good for them d ‘being there in person, and it gave me a little breath to be able to take care of myself a little bit more in the morning. Even just going for a hike is so nice. We were so stuck at home for so For a long time there was a time when it was even scary to be outside. I tried to train at home, but it fell off. So, it’s really nice to feel a little more in my skin now.
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