It all started with shaving cream. When Aimee Werner ran out of her own, she swiped her husband’s imported foamless cream and, impressed by the quality, decided to create one for women. “We gained a cult following,” Werner says of the 2008 launch of Whish. “Customers would reach out to us begging for more. We realized quickly that we had something special and needed to grow our assortment.” Now Whish makes serums, moisturizers, eye masks,...