Caroline Hirons makes skincare simple

How did you come up with the name ‘Skin Rocks’?

We were going back and forth for a while. Brands being named after the founder just isn’t for me, and Caroline Hirons doesn’t exactly roll off the tongue [laughs]. Then Al [Alexandra Forbes] our Managing Director – and also my best friend and business partner – suggested ‘Skin Rocks’. Everyone in the room went, ‘Ooh, that could work.’

Describe Skin Rocks in three words…

Science, efficacy and trust. And I know John Lewis is a trusted retailer, as well as a British institution! So I’m very happy for Skin Rocks to be here.

What does your AM and PM skincare routine look like?

In the morning I wash my face with our Cream Cleanser, followed by our Gentle Acid Toner, Amplifier, Hyperpigmentation Serum, The Antioxidant, Eye Cream, Moisturiser and then SPF. I know it sounds like a lot, but I can do it in about 90 seconds.

In the evening it’s easier, I use our Cleansing Balm to take everything off, Amplifier, Retinoid 3, and Eye Cream. We also sell AM routine kits and PM routine kits as a simple introduction to our products and routine.

What do your customers want you to bring out next?

Everyone wants an SPF, and I know I should have one, but we’re nowhere near ready to launch one. I want to get it right and I don’t want to bring one out just for the sake of it, so I’m happy to recommend other brilliant brands in the meantime.

Who has been your favourite famous face to use your products?

It sounds cheesy, but I get far more joy from making a difference to a paying customer’s skin than I do any celeb, because, let’s be honest, mostly the celebs get sent it for free. The paying customer who seeks out my products and buys them is the biggest privilege.

What’s an achievement in your life you’re most proud of?

Launching the brand, funding it myself – and keeping it going [laughs]! It’s not easy, I didn’t come from any money at all, everything I have is earned through blood, sweat and tears.

What do you wish you’d known before starting your brand?

I know I could say, ‘don’t spend your VAT’, but if I’m really honest, if I’d known how much fun it would be, I would have probably done it sooner.

Your products are already refillable, but is there a strategy to expand in the sustainability space?

The refills are really popular and wherever we can we will continue to make products with reduced plastic, and glass where possible, but I don’t like how the beauty industry takes all the heat for the climate crisis. Walk into any high-street fashion retailer and most of the clothes are made from plastic, but because you can see our plastic packaging we are blamed.

Would you consider bringing out a skincare line for men?

Absolutely not. Why would I waste my time and money on a bespoke line for them?! I’m surrounded by men – husband, three sons, brother, nephew, stepdad – and one daughter! They all use my products, and everything we make is unisex.

Retinoids, a derivative of Vitamin A, can sometimes irritate and inflame the skin. Why are you an advocate of them?

Retinoids are the most clinically proven, scientifically sound ingredient for reversing the signs of ageing. When it comes to usage, my friend Kate Somerville has a great analogy – you align the number of times a week you use it with your decade, because the skin can become irritated if you use them too often. So twenties, twice a week, thirties, three times a week. At my age, I’m using it nearly every day [laughs]. If you’re still hesitant, start with The Antioxidant – our Vitamin C serum – first.

What’s your absolute favourite product?

It has to be The Antioxidant. It’s the best. Use it in the morning to give protection during the day. We did extensive testing on skin that came from tummy tucks – our product gives your skin such a glow and a boost, you really do see the results.

Tell us something we don’t know about you…

I’m a very happy and chilled person [laughs], people think I’m always up for a fight, but I’m really not. I don’t have an opinion on everything, but when I do, it’s with good reason. I don’t like injustice and I don’t like it when people talk nonsense. I’m not afraid to say when people are wrong, but that doesn’t mean I’m outspoken.

What are your thoughts on skincare gadgets and the tech side of skincare?

At-home gadgets are great, but nothing replaces the medical-strength grade of tools from a clinic. And I don’t like the language used – like the ‘at-home facial’ and ‘break up with your facialist.’ You’d never say that about the hair industry, that you can cut your own hair. My basic training as a facialist was 300 hours’ training in anatomy and physiology, so yes, you still need a professional facial when time and money allows.

Tell us about Skin Rocks Pro?

We’re joining forces with skincare therapists – they use our range with their qualified hands. On paper, it’s the next step for the brand, but it’s been in my head since the beginning. Every product we’ve made has always been made with the thought process of ‘would I be happy using this in a treatment for a client?’ If the answer is ‘no’, I wouldn’t release it. I think it’s really important to empower skincare professionals and this is our way of working together.

What does the future of skincare look like?

I don’t look at trends, only upcoming ingredients. We’re not a trendy brand, and that’s why I also wanted to be colourful, because we were never going to be trendy. My plan is to continue making the best products, for the most reasonable price, and keeping it simple for everyone to use.

Skin Rocks is currently available online and in store at Peter Jones, Cambridge, Liverpool, Leeds, High Wycombe, Cheadle, Cardiff, Edinburgh, Bluewater, Norwich, Welywn, Kingston, Southampton, Cheltenham, Glasgow and Newcastle.