Our story

Affirmation Co. was born out of a desire to create products that not only nourish the body but also uplift the spirit. Our whipped body butter oils are named after powerful affirmation words, serving as daily reminders of your inherent strength, beauty and value. We lovingly call them WBBOs — pronounced “wee-bo” — and they’re the heart of our brand.

Our founder, someone who has lived with sensitive skin and severe eczema, struggled for years to find moisturizers that wouldn’t cause flare-ups or further irritation. In search of relief, she began developing her own formulas — handcrafted blends designed to hydrate, calm and protect her skin.

Once she created a deeply nourishing mix that worked, she longed for something more than just function — she wanted fragrance, too. Carefully experimenting with essential oils, she crafted a vanilla-forward scent that was gentle enough for her skin yet luxurious enough to earn compliments everywhere she went. That moment of confidence and connection inspired what would become the foundation of Affirmation Co.'s signature scents: AMBITIOUS, DISCIPLINED and LIMITLESS.

What started as a personal solution became a mission to help others feel good in their skin — physically, emotionally and energetically.

At Affirmation Co., we pride ourselves on using quality ingredients that are not only effective but a delight to use. Our WBBOs are rich, creamy, and infused with essential oils to deeply moisturize and revitalize the skin. Our linen sprays and room diffusers are crafted to bring a sense of calm, intention and peace to your daily environment.

We are committed to sustainability and ethical practices — our products are cruelty-free, and we remain mindful of our environmental impact at every step. We also believe in giving back, regularly participating in initiatives that support mental health, emotional wellness and community care.

We are more than just a brand — we are a community. A collective of individuals who believe in the power of positive thinking, self-care and showing up for yourself. Follow us on Instagram and join our journey as we share stories, rituals and inspiration to help you affirm your worth, visualize your goals and execute with intention.

Affirm. Visualize. Execute.