Skin Rocks launches new PLUS category and accelerates European expansion

Skin Rocks is putting barrier care at the centre of its latest product development with the launch of a new PLUS category. The first product in the range, The Support Mask, is designed to replenish moisture and soothe skin that may be feeling dry, sensitive or compromised.

Described by the brand as a creamy, nourishing treatment, the formula contains a blend of ingredients including Skin Rocks’ Lipid-Advanced Complex. According to the brand, the mask is designed to support the skin barrier while providing immediate hydration and nourishment.

The product is aimed at skin experiencing sensitivity, redness, dehydration or dryness, and marks the beginning of a planned range of targeted treatments designed to complement existing skincare routines.

Caroline Hirons, founder of Skin Rocks, said: "I've never been someone who recommends masks as a long-term answer to skin concerns, because they're usually not. But when your barrier is compromised, you need something that works immediately, and that's exactly why we created The Support Mask.

"It is like a cashmere comfort blanket when your skin feels overwhelmed and calms on contact. When you need a quick fix or an overnight rescue, this mask is your skin's solution."

The launch follows research commissioned by Skin Rocks, which suggests that some consumers find the skincare category increasingly difficult to navigate. In a survey of 2,000 women, 85% said they felt the industry was characterised by jargon that the average consumer may struggle to understand.

While 43% of respondents said they considered themselves knowledgeable about the latest beauty innovations, 37% said they had purchased so-called “buzz” ingredients, including retinol and hyaluronic acid, without feeling confident about how or when to use them.

The findings highlight the potential for increasingly complex routines and the overuse of active ingredients - an area Skin Rocks says its new PLUS category is designed to address.

The Support Mask is the first launch under the new category, with further products expected to expand the range’s focus on targeted skincare support.

Skin Rocks was founded by Caroline Hirons, who built her audience through her blog, launched in 2010, and later through social media, after beginning her career in retail. The brand launched in 2022 with a results-focused skincare range, followed by Skin Rocks Pro, a professional line designed to support in-clinic treatments.

Earlier this year, Skin Rocks also opened its first training hub in London, offering BABTAC- and CIBTAC-endorsed professional education. The facility forms part of the brand’s “By Facialists, For Facialists” positioning and provides hands-on training for Skin Rocks Pro practitioners.

The launch comes as the brand expands into Germany, Austria, Switzerland and Poland, launching exclusively with Douglas as part of a major international expansion. The full range will be available online and in selected stores.

Skin Rocks is also available globally through Skin Rocks’ website, as well as through Space NK, Liberty and John Lewis in the UK, Brown Thomas and Arnotts in the Republic of Ireland, and Lane Crawford in Hong Kong.

"Partnering with Douglas was a natural next step for us as we launch into Europe. We share a commitment to helping customers feel confident and empowered - and at Skin Rocks, that is based on customers understanding their skin, finding what works for them, and getting real results," said Hirons.