The Interview: Gemma Atkinson, the model, broadcaster and wellness influencer on launching her brand Gem & Tonic

Gemma Atkinson is these days best known as a wellness and fitness influencer with 2.1 million followers on Instagram, who turn to her for advice and inspiration on fitness, nutrition and, now, skincare. 

Her multi-faceted career has taken in acting (having appeared in Hollyoaks, Emmerdale and Casualty), modelling and broadcasting; she is currently a drive time host on Hits Radio. Somehow, she has managed to add entrepreneur to her CV with the launch of her skincare brand Gem & Tonic.

Based on the benefits of gem stones and in the principle of simplifying skincare, Gem & Tonic offers everyday essentials that fit into busy lives. Atkinson leverage her considerable community to research the brand and it launched in September with three key SKUs; the Boost & Protect Energising Body Lotion, the Replenish & Rescue Hydration Face Cream and the Revive & Refresh Hair and Scalp Mist. Most recently, a Nourishing Cleanser was added to the line-up.

Atkinson speaks to TheIndustry.beauty about her journey to launch the brand, the unique properties of gem stones and how her community has responded to it.

You are very well known for your dedication to wellness and self-care, but can you tell us about the moment you decided to launch a brand in this space?

I realised that beauty routines were becoming more and more complicated, and I’ve never been one for a seven-step skincare routine; I am constantly on the go and I have found that I don't have the time! I wanted to create products that were fuss-free, but did not compromise on results.

Gem & Tonic came from wanting something for myself, knowing that other women would relate. We kept everything simple, effective and easy to use for women who are constantly spinning plates, because that’s the reality for so many of us.

What was the gap that you saw and how did you go about filling it?

Alongside creating hard working products that use the benefits of mother nature whilst making beauty / self-care routines simpler, a huge part of the brand is community. Being in the public eye and having an online community of my own, it made sense to ask women what it was they actually wanted.

Before we launched, we sent out a newsletter and asked really practical questions. Do you prefer a cream or a gel texture? How much time do you realistically have for your routine in the morning? How important is fragrance to you? Those conversations shaped the products from the very beginning. It meant we weren’t just creating what I thought was needed, but what women were genuinely asking for.

Ultimately, at Gem & Tonic, we want women to feel confident in their routines without adding more to their to do list!

Tell us about gem stones; you are a firm believer in their power. How have you incorporated them into the formulations and what benefits do they bring?

I’ve believed in the power of gemstones for years and use them in my own wellness routine, so it felt natural to explore how those same benefits could translate into skin and hair care. The gemstones aren't there for storytelling value, they each serve a purpose. For example, our hydrating face cream includes hematite, which is rich in iron and can help to support a more even looking skin tone and smoother texture.

We’ve combined various gemstone blends with proven active ingredients to create products that balance science with nature. The focus was always on functional synergy and real cosmetic benefit. Every gemstone blend had to work well alongside the other ingredients, without compromising texture, stability or effectiveness.

The extraction technology means gemstone minerals can now be made bioavailable to the skin, they can be effectively absorbed and utilised within the formula. All of our gemstones are sustainably sourced, and the formulations are COSMOS certified by ECOCERT.

The brand launched last autumn, can you tell us about the products you launched with and the response that they have had?

So, we officially launched in September 2025 with three core products: the Boost & Protect Energising Body Lotion, the Replenish & Rescue Hydration Face Cream and the Revive & Refresh Hair and Scalp Mist.

We were keen to start with products that I use in my everyday routine. They’re designed to make a visible difference with minimal effort. Before the launch, we validated the range with our community through polls with thousands of women.

We deliberately didn’t launch with too many products. It was important to perfect these formulas and really listen to customer feedback before expanding.

The response has honestly been incredible. To date, we have over 1,300 five-star reviews. The Hair and Scalp Mist sold out once, and the Hydrating Face Cream sold out twice, which really reinforced the demand. We also launched gift sets over Christmas which were really well received.

Earlier this year we introduced the Nourishing Cleanser. In just under a month, it’s already reached 125 five-star reviews, which has been amazing to see.

As you say, you have just added a cleanser to the line-up. Was that in response to customer demand or was it always in the plan?

We always knew we wanted to expand the range, and for me a cleanser is a key staple in my routine. Of course, we checked in with our community too, and it became clear that a cleanser was exactly what they wanted as the next product.

Our Nourishing Cleanser is designed to melt away makeup and impurities while replenishing the skin, and it can even double as a treatment mask. It’s all about giving women a product that’s not only effective, but fits seamlessly into their routine.

How will you approach new product development in the future? Are there specific areas you would like to expand the brand into?

We have plans to launch a night cream later this year, and we’re working hard behind the scenes on this at the moment. Many of our customers are repeat buyers, so we’re also introducing a subscription service soon to make it easier for them to get the products they love without any fuss.

Can you tell us about your customer base? How did you go about building that up? Presumably your profile helped, but it’s always a challenge!

The community driven angle came from having my own community online. Initially, many of our first customers came from my following as this is where we first teased the new brand, which gave us a strong starting point. But what’s been really exciting is that we’re now reaching women who didn’t know me before, that means we’re connecting with new audiences and building a customer base that’s entirely about the brand itself!

Can you please tell us about your daily routine and which products you turn to?

My beauty routine is really simple and faff free. Being a mum of two and working, I'm mindful of time. I use my Gem&Tonic cleanser followed by Gem&Tonic moisturiser. In the evening I’m currently sampling G&T night cream which, so far, I’m loving! I always keep on top of my hydration as well and try where possible to get a good night's sleep, both of which help my skin massively.

How has the move to beauty entrepreneur been for you? Any key highlights and lessons you would like to share with others who may be inspired to do the same?

The move across has been a real eye opener to how much work goes into building a brand. I’ve had the opportunity previously to just put my name to a brand and let everyone else run it, which would have been a lot easier but so less rewarding. Knowing I’ve been involved from the very first meeting two years ago, to trialling samples, visiting warehouses, making decisions, hosting meetings. It’s a longer process but so much more fulfilling.

My advice to anyone would be to trust your instincts and work with people you can trust. People with the same values and same core belief in the brand. New ideas are always welcome for me and our team is fantastic but the foundation we all share in G&T is the same. We want fuss free beauty championing the everyday woman regardless of her situation. We all deserve to feel great!