Founded in 2011, Healthy is the New Skinny (HNS)  began as an online blog and over the years has transformed into a clothing brand and social media campaign that promotes positive body image and lifestyles for women all over the world. HNS has been featured in a variety of publications including: Fox News, People Magazine, and the New York Post. In addition, HNS has been heralded as one of the top social media pages to follow for body positivity according to MTV and Marie Claire. 

Using Healthy is the New Skinny as her platform, Willcox speaks out against harmful advertising and encourages people from all world to model healthy body image and self love by living an authentic healthy lifestyle. As a public speaker, Willcox aims to educate, inform, and empower girls and women to rise up against media manipulation and teaches them how to protect against it. 

Willcox is also the founder of Natural Model Management, a thriving Los Angeles based modeling agency that encourages models to be at a natural and healthy weight. The fashion industry has a long way to go before women of all sizes are represented in the media. Furthermore, it may be a while until the models represented by Natural Models (who range from a size 6 to 16) are no longer categorized as "plus size models," but instead are referred to as just "models."  Until then, Natural Models will continue to create an environment unlike any other in the industry, focusing on model development as well as providing models with the tools needed to be successful business women.