The Industry.beauty Awards Winners' Interview: Caroline Hirons, Founder, Skin Rocks

In this series, TheIndustry.beauty further celebrates the successes of winning beauty businesses from TheIndustry.beauty Awards 2024 through dedicated interviews.

As the Awards is dedicated to The Innovators of the industry, we were keen to learn from their future-facing successes. From our 13 winners, we find out everything from the importance of innovation to the one beauty product they can’t live without.

Skin Rocks won the Experience award for its counter at Liberty. TheIndustry.beauty hears from its Founder, industry luminary Caroline Hirons.

Skin Rocks is heavily focused on skincare education. How do you ensure that your customers not only receive great products but also understand how to use them effectively?

At Skin Rocks, education is at the heart of everything we do. It’s why we launched the range and the app. I had my blog, YouTube, Instagram and Facebook ‘Skincare Freaks’ group for years before launching and I recognised that skincare was really overwhelming for many people. My DMs were full with questions, asking for product recommendations and images of skin flare ups. We wanted Skin Rocks to provide both product and care that was digestible. First, our packaging and accompanying literature are designed to be as clear and informative as possible, outlining when and how to use each product as well as our signature ‘You need this if’ and ‘You don’t need this if.’ The packaging also shows you how much to use. Additionally, our online platforms, including social media and the Skin Rocks app, are continuously updated with expertly written content. Our pages aren’t there to create an aesthetic feed but to truly educate our community and consumer.

Skin Rocks benefits from a strong expert-led foundation. How does your expertise influence the brand’s product development and customer communication strategies?

My expertise is embedded in our product development and communication strategies. We take a no nonsense, science-backed approach to skincare, which means we only develop and endorse products that deliver real results. My hands-on experience allows us to anticipate customer needs and concerns, ensuring our communication is relatable, jargon-free, and genuinely helpful. It’s about being straightforward and honest, cutting through the marketing noise that often clouds the skincare industry. I was an expert before being a founder and my approach to sifting through marketing jargon allowed me to build the trust of a community that still stands by us today.

Skin Rocks has a distinctive identity in the skincare world. How do you ensure consistency in the brand’s messaging across various platforms?

Consistency is key to building trust with our audience. At Skin Rocks, we maintain a unified voice across all our platforms by sticking to our core principles: honesty, transparency, and education. Whether it’s our website, social media, or the app, we use the same straightforward language and tone that people have come to associate with me personally. We have a dedicated team who understands the brand’s ethos inside out, and we regularly align on content strategies to ensure our messaging remains cohesive, regardless of the platform.

Skin Rocks offers a curated selection of skincare products. How do you decide which products make it into your collection, and what criteria are most important in this selection process?

We’re still in the process of building a core collection. This would always include the cornerstones of skincare like a good selection of cleansers and moisturisers. Then, the addition of the actives that I truly believe are cutting edge. For example, I coined the phrase ‘acid toners’ years ago and have been endorsing them long before I created my own. I don’t give my NPD team a budget (to my commercial director’s dismay) as I would never want to cut the cost on formula. I personally test products extensively before they even make it to our team for consideration. Key criteria include ingredient quality, formulation efficacy, and overall customer benefit.  Ultimately, if a product doesn’t impress me, it won’t make it into our collection.

How does Skin Rocks maintain transparency regarding the ingredients used in its products, and how do you educate customers about the benefits and potential drawbacks of these ingredients?

Transparency is non-negotiable for us. We explain why specific ingredients are included and what they do for the skin. We also discuss potential drawbacks or sensitivities associated with certain ingredients, so customers can make informed choices. Our ‘You need this if’ and ‘You don’t need this if’ on packaging is created specifically for this. We recently launched The Antioxidant serum and due to the potent and raw ingredients, on first pump there is a smell synonymous with Vitamin C. This is true for a lot of antioxidant serums but we made sure we told our community this.

With a market flooded with skincare products, how does Skin Rocks identify gaps or needs in the market to develop products that truly stand out?

I’m not going to lie and say that we’re filling a gap in the market with a product. I know first hand that there are many, beautiful and efficacious products out there – especially in a market that’s so saturated. What we wanted to offer differently with Skin Rocks, aside from stand out and efficacious formulas, is create a brand that made consumers feel safe and in control of their own skin and skincare routine. Providing them with the tools and education to do just that. We also don’t subscribe to the idea that minimal packaging means more effective. I wanted bright and bold colours in my bathroom so that’s what we made.

Skin Rocks emphasises tailored skincare solutions. How do you ensure that customers receive personalised advice and product recommendations that meet their individual needs?

Our App plays a crucial role in providing tailored skincare advice. By answering a series of questions, users can receive personalised product recommendations based on their skin type, concerns, and goals. We also offer one-on-one consultations with skincare experts at Liberty for more in-depth advice. Our team is trained to ask the right questions and listen carefully, ensuring that the advice and recommendations they provide are truly tailored to each individual. Our Liberty counter team were cherry-picked for their extensive experience and qualifications, and for their knowledge about a wide range of skincare brands.

Caroline Hirons at the award-winning Skin Rocks counter in Liberty

What future initiatives or projects can customers look forward to from Skin Rocks, especially in terms of new product launches or enhanced customer experience offerings?

We have some incredible, disruptive initiatives in the pipeline. Customers and the industry alike can look forward to new product launches and a major venture that I’m keeping close to my chest for now.

What was the significance of winning TheIndustry.beauty Experience award?

Winning TheIndustry.beauty Experience award was a huge honour and a testament to the hard work and dedication of the entire Skin Rocks team, particularly our Liberty counter team. It validated our commitment to providing exceptional customer experiences. Given my and most of my team’s background was from the shop floor, we knew exactly what was necessary to bring the Skin Rocks experience to our Liberty counter. It was also a wonderful win considering we had only launched the counter two months prior.

This recognition was for your counter at Liberty. How did the collaboration with Liberty come about, and what made the store the perfect fit for Skin Rocks' first dedicated counter?

The collaboration with Liberty was a natural fit for Skin Rocks. We always knew it was going to happen, it was just a matter of when. Liberty is a prestigious store known for its commitment to quality and unique selection of brands, much like what we stand for at Skin Rocks. We wanted our first dedicated counter to be in a location that reflected our brand values, and Liberty’s ethos aligns perfectly with ours. They’ve been incredibly supportive, and we felt it was the ideal place to introduce our physical presence, allowing customers to experience our products and philosophy firsthand.

What unique elements have you introduced at the Skin Rocks counter in Liberty to create an exceptional in-store experience for your customers?

At the Skin Rocks counter in Liberty, we’ve focused on offering consumers with the education we provide online. Not only do we provide on-counter treatments with our products but we have a unique offering called the Routine Reset where customers can bring in their entire beauty arsenal (Skin Rocks or other products) and get some advice on what to use and how to get the best out of products for their specific needs. Customers can also experience a complementary Glow Booster treatment, where the team will provide a consultation on their preferred products and any concerns, before being given a mini facial with their choices.

How do you and your team at the Liberty counter engage with customers on a more personal level, considering your background in direct customer interactions on beauty counters?

When people come to the Liberty counter, they assume that they are meeting a representative of me and that they know me straight away. If someone knows me and knows the brand, then they expect a level of service from the start, so there can be no bad days on the Liberty counter. It’s immediately personal for anyone who interacts with the counter because it’s a reflection of me.

And finally, what's the one beauty product you can't live without?

The Support Oil by Skin Rocks.

Caroline Hirons at TheIndustry.beauty Awards 2024

As the Experience Award 2024 was sponsored and presented by Studio 82, we asked its Founding Director, Natalie Still, why it is important to champion innovation in the beauty industry and how it works with beauty brands to drive the market forward.

Why is it important to support innovation in beauty industry?

Innovation is the lifeblood of the beauty industry. It drives the continuous evolution of products, experiences, and consumer expectations. By supporting innovation, you empower brands to push boundaries, embrace new technologies, and meet the ever-changing demands of a global audience. In an industry where trends shift rapidly, staying ahead requires not just keeping up with the current market but also anticipating the future. Our commitment to supporting innovation allows us to partner with beauty brands in creating groundbreaking events and experiences that captivate consumers, foster brand loyalty, and set new standards in the industry.

How do you work with beauty brands and retailers to drive the market forward?

We collaborate closely with beauty brands and retailers to create bespoke event experiences that amplify their brand messages and resonate with their target audiences. Our approach is highly strategic and tailored, ensuring that each event aligns with the brand's identity while also pushing the boundaries of what's possible. We leverage our global network, industry insights, and creative expertise to design events that not only showcase products but also create immersive, memorable experiences that engage consumers on a deeper level. By combining cutting-edge technology, innovative design, and flawless execution, we help brands not only meet but exceed market expectations, driving growth and setting new industry trends.

TheIndustry.beauty The Innovators Awards, staged in proud partnership with Bleckmann, will be back for 2025. Find out more at the industry.beauty/awards.  For sponsorship enquiries for 2025's awards, please email partnerships@theindustry.beauty.