About Us

“To Create an Oasis That Inspires and Empowers Women”

Beauty is eternal. It is captured in the way you feel and in the way you look. It is timeless. Every generation needs to feel beautiful. Some things don’t change. Some things should not change.

Helping women feel beautiful has been our mission since we first opened our doors in 2001. Throughout it all Waytofi has made beauty accessible to all women, not just the celebrities.

From the beginning, Waytofihas been owned and operated by generations of the Waytofi family. Their caring vision of shared beauty affects everything we do. The Waytofi mission is to create an oasis that inspires and empowers women.

We have been there for women for all of life’s important moments - your first kiss at the dance, graduation, New Year’s Eve and the wedding party. Lives have been changed, and the memories will live forever.

Waytofi continues to deliver an oasis-like shopping experience through our online store.

Some things should never change.