Helen Morrison, fifth-generation CEO of Frownies, merges rich family legacy with modern innovation to redefine non-invasive skincare for today’s women.
Embracing Legacy While Driving Innovation
Helen Morrison, President and CEO of Frownies, discusses her family legacy, the brand’s
commitment to non-invasive skincare, and her vision for fostering community and empowering women in beauty.
I n the world of beauty and skincare, few brands can boast a history as rich and enduring as Frownies. Established 136 years ago, the company has been committed to providing effective and non-invasive skincare solutions, with a legacy that has been passed down through generations. At the helm of this esteemed brand now sits Helen Morrison, the newly appointed President and CEO, who represents the fifth generation of her family to lead Frownies. In an exclusive interview with Beauty Prime, Helen shares her insights, vision, and the personal journey that brought her to this pivotal role.
Helen begins by reflecting on the profound honor she feels to step into this role, a sentiment echoing her deep respect for her family’s legacy. “It’s honestly so exciting but also very humbling and surreal,” she states. For Helen, the responsibilities of leadership are intertwined with a deep sense of duty to honor the contributions of her ancestors, particularly her grandmother and great-great-grandmother, who devoted their lives to building the Frownies brand. Having lived and breathed the brand for the past five years as a content creator and brand ambassador, Helen expresses her passion for what Frownies stands for and her commitment to carrying forward its mission.
Balancing tradition and innovation is key to Helen’s leadership approach. She notes that Frownies’ heritage is steeped in innovation itself, having been established at a time when clean beauty was not yet a concept and before modern cosmetic procedures like Botox became commonplace. “Our legacy is all about innovation,” Helen explains, emphasizing that her goal is to translate the founding philosophy into contemporary solutions that resonate with today’s consumers—women seeking results-oriented, non-invasive alternatives to cosmetic procedures.
A significant guiding principle Helen has inherited from previous generations revolves around the importance of community and personal connection. She highlights that Frownies has always operated with a focus on building genuine relationships through authentic communication, including handwritten letters and direct customer engagement. “As I always say, people want to buy from someone they like, know, and trust,” she remarks, adding that this foundational belief in human connection is crucial, especially in the beauty sector where products are deeply personal.
Looking forward, Helen is particularly excited about expanding Frownies’ reach while fostering education around alternative beauty solutions. “I would say that Frownies is already the most trusted name in non-invasive alternatives to injectables,” she asserts, revealing her passion for empowering younger women to feel confident in their skincare choices. By promoting a philosophy that celebrates aging with authenticity and humor, she aims to build a community where women feel understood and supported, rather than fearful of the aging process.
The brand has experienced a surge of viral attention in recent years, a phenomenon that has transformed it into a community-driven movement. According to Helen, this engagement stems from a commitment to producing relatable content that resonates with their audience. “We engage with that audience every day on social media as real people—not just a corporation or a business—and that will never change.” This approach underscores the brand’s dedication to cultivating a warm and approachable community atmosphere, where sharing personal stories and transformations is not only welcomed but celebrated.
As the beauty industry evolves with technology and sustainability becoming increasingly paramount, Helen recognizes the need for Frownies to remain competitive and relevant. She describes innovation for Frownies as a balance between embracing advanced technology and adhering to human-centric values. This includes potentially leveraging Artificial Intelligence for personalized customer experiences and exploring eco-friendly packaging solutions. The brand’s longevity can be attributed to its willingness to evolve while retaining its core mission—“to make effective, affordable, non-invasive skincare accessible to everyone.”
Central to Frownies’ offerings are its commitment to natural ingredients and the wellness philosophy that drives its product formulations. Helen emphasizes that wellness and natural skincare are at Frownies’ core, with exciting new innovations, including a full-face collagen mask, on the horizon. The intention is to maintain an ingredient list that is both purposeful and beneficial to the skin, reinforcing the brand’s dedication to holistic beauty.
Family ownership plays a pivotal role in shaping Frownies’ culture and customer relationships. Helen explains how the team’s intimate, caring approach is reflected in their direct interactions with customers. When a customer reaches out via social media, they often connect with a real team member, fostering a sense of belonging and loyalty. This familial philosophy positions customers not just as consumers, but as extensions of the Frownies family, enhancing the brand’s community spirit.
In a market flooded with options, Helen believes what sets Frownies apart is not only its rich history and community-centric approach but also the tangible results their products deliver. “In a market flooded with influencers promoting the next big fad, we lead with generations of real women getting real results.” This authenticity allows Frownies to maintain strong, scalable relationships with customers, proving that genuine connection can indeed be part of a brand’s growth strategy.
Reflecting on her great-great-grandmother Margaret Krosen’s vision, Helen imagines that if she could witness the evolution of Frownies today, she would feel immense pride. “You’ve kept my dream alive—and made it even bigger,” Helen believes she would say. Her great-great-grandmother’s mission to offer simple, natural beauty solutions resonates through the values Frownies upholds today.
As Helen Morrison leads Frownies into its next chapter, her journey embodies the perfect synergy of heritage, innovation, and a heartfelt mission to empower women. With a dedication to community, connection, and authenticity, Helen is poised to guide Frownies in remaining a cornerstone of the beauty industry, uplifting women through skincare that honors both their individuality and the rich legacy upon which the brand was built.
As the story of Frownies continues to unfold, it is clear that Helen Morrison is not only a steward of her family’s legacy but a passionate advocate for a future where beauty is celebrated in all its forms.
(Source: Beauty Prime Magazine)
