Helen Morrison Leads Frownies Into A New Era Of Innovation And Legacy

Photo: Leading with purpose and passion . Helen Morrison, the fifth-generation President and CEO of Frownies, honours a legacy spanning 136 years while driving the brand into a new era of innovation and empowerment. 

The Power Of Simplicity In Skincare

Helen Morrison, President and CEO of Frownies, blends a rich family legacy, innovation, and authentic leadership to empower women while driving the brand’s growth with non-invasive, effective skincare rooted in wellness.

H elen Morrison never fails to embody the perfect fusion of passion, purpose, and legacy. Sitting at the helm of Frownies as its newly appointed President and CEO, Helen brings not only a deep respect for the brand’s 136-year heritage but also a modern vision that inspires growth and innovation. For over five generations, the women in Helen’s family have poured their hearts into a company dedicated to providing effective, non-invasive skincare solutions, and Helen is now carrying that torch with pride, authenticity, and a clear commitment to empowering others.

Her years as a yoga instructor have given her a profound understanding of wellness, which she weaves seamlessly into Frownies’ ethos. What stands out most about Helen, however, is her genuine warmth, her ability to create connection, and her passion for making a positive impact—not only within the beauty industry but also in the lives of those she touches. In this exclusive interview, we delve into Helen’s journey, her vision for the future of Frownies, and the invaluable lessons she has carried forward from a legacy built on care, innovation, and trust. Prepare to be both inspired and uplifted by her incredible story.

Helen’s vision to empower younger women and
champion alternatives to invasive cosmetic procedures.

Congratulations on your new role! How does it feel to step into the position of President and CEO as the fifth generation of your family to lead Frownies?

It’s honestly so exciting but also very humbling and surreal. My grandmother and great-great-grandmother poured their hearts into this brand for over a century, and to carry that legacy forward is both an honor and a responsibility I don’t take lightly. For the past five years, I’ve lived and breathed this brand not just as a family member but as a content creator, brand ambassador, and the face of the brand, a true believer in what Frownies stands for.

“Innovation for us means using technology and
sustainability in ways that feel human.” 
– Helen Morrison 

Frownies is a brand with a remarkable 136-year legacy. How do you balance honouring the company’s heritage while also focusing on modern innovation and growth?

 For me, honoring heritage and driving innovation go hand in hand. Our legacy is all about innovation. My great-great-grandmother created Frownies in 1889, long before clean beauty was a trend and long before Botox or injectables were used for cosmetics. So today, when we’re developing new products, updating packaging, or expanding channels, it’s not about chasing trends, it’s about translating her original philosophy into today’s world, where women still want effective, non-invasive solutions that actually work.

What lessons have you learned from the previous generations of your family that you feel will guide you in this leadership role?

 One of the biggest lessons that’s been passed down to me is that taking care of people and building community is what matters most. Every generation before me has operated with personal connection at the center—writing handwritten letters, sending thank-you notes, taking customer calls directly—and it’s something we still do today. That authenticity has built a level of trust that’s at the core of who we are. As I always say, people want to buy from someone they like, know, and trust. And when it comes to skincare and beauty, something so personal, our customers need that sense of connection and community.

How do you envision the future of Frownies under your leadership, and are there any specific goals you are particularly excited to achieve?

 I would say that Frownies is already the most trusted name in non-invasive alternatives to injectables. But what excites me most is continuing to educate women on their options—to help younger women feel confident that they don’t have to turn to cosmetic procedures like Botox and fillers at such a young age. I’m also always excited to deepen our relationship with customers and grow our community. I want every woman who discovers Frownies to feel like she’s found a brand that truly understands her—one that celebrates aging with authenticity, honesty, a little humor, and a sense of empowerment instead of fear.

Frownies has recently gained viral attention. How has this impacted the brand, and how do you plan to engage with this growing audience?

At this point, we’re about five years into viral attention—so it’s really a community movement we’ve built online. As we’ve done from the start, we’ll continue showing up with real, relatable content and genuine connection. Seeing people share their before-and-afters or their skepticism-turned-love for Frownies is priceless. 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.

As the beauty market evolves, particularly with advances like AI and sustainability demands, how does Frownies plan to stay competitive and relevant?

Innovation for us means using technology and sustainability in ways that feel human. Whether it’s exploring AI for better customer personalization or developing more eco-conscious packaging, the goal is always progress with purpose. Frownies has lasted 136 years because we’ve never been afraid to evolve, but we never lose sight of why we exist: to make effective, affordable, non-invasive skincare accessible to everyone.

What role do natural ingredients and wellness continue to play in Frownies’ product offerings, and are there any new formulations or innovations on the horizon?

 Natural ingredients and wellness are at the core of everything we do. Our products are designed to support the skin naturally. We have a few exciting innovations coming, including a full-face collagen mask. Our approach is always to keep the ingredient list intentional and natural, while also leaning into new, innovative ingredients that genuinely benefit the skin.

Can you share how Frownies’ unique family ownership influences the company culture and customer relationships?

 We’re a team of real people who care deeply about the impact we make. That intimacy carries through to how we treat our customers—when someone messages us on Instagram, they’re often chatting directly with someone from our actual team, not a bot or outsourced rep. We think of our customers as an extension of the Frownies family, and I believe that warmth and transparency are a big part of why our community feels so loyal.

Skincare is a highly saturated industry. What would you say sets Frownies apart from other brands in the market?

What sets Frownies apart is our history, our community, and our results. In a market flooded with influencers promoting the next big fad, we lead with generations of real women getting real results. We focus heavily on building relationships with our customers and truly connecting with them—something people might say isn’t scalable. But as we’ve 10X’d the brand, we’ve proven that connection is scalable when it’s genuine, because it’s at the heart of everything we do.

If your great-great-grandmother, Margaret Krosen, could see what Frownies has become today, what do you think she would say?

I think my great-great-grandmother would probably be in shock seeing what her dream has become. Who starts a brand and imagines that 130 years later it would still be run by their great-great-granddaughter? It’s pretty remarkable. But more than anything, I think she’d be proud—that we’ve stayed true to her mission of providing women with tools to care for themselves naturally, helping them feel confident and beautiful in their own skin. She built Frownies on the belief that beauty doesn’t have to be complicated, and I like to think she’d say, “You’ve kept my dream alive—and made it even bigger.”

Editor’s Note

Frownies, the original wrinkle patch since 1889, is a timeless beauty secret cherished across generations. These cruelty-free, paper-based patches work overnight to visibly soften static lines on the forehead, brow, and around the eyes—no needles required. With a cult following and an impressive TikTok buzz, Frownies are a low-maintenance, effective addition to any skincare routine.

After trying Frownies, I can confidently say they live up to the hype! These classic wrinkle patches are easy to use -just moisten, stick, and sleep. I noticed smoother lines on my forehead after just one night, and with consistent use, the results only got better. I love that they’re cruelty-free and chemical-free, making them gentle on my skin. A beauty must-have!

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