The Interview in partnership with CEW: Caroline Hirons, Founder, Skin Rocks

In this exclusive interview series in partnership with CEW, we'll feature one of CEW UK's executive board members, to gain insights into their careers and views on what being a business leader in today's beauty industry means to them.

From shop floor to CEO, Caroline Hirons is an advanced aesthetician and multi-award-winning skincare expert, known throughout the industry for her honest approach and science-backed knowledge.

She launched her blog in 2010, and over the years, has built a large following across her social media network. A bestselling author and entrepreneur, she also debuted her own brand, Skin Rocks, in 2022.

Her latest venture, Skin Rocks PRO, is designed to "elevate" in-clinic treatments, supported by a proprietary treatment protocol and the launch of professional-exclusive products later this year. A lifelong ambition brought to life, Skin Rocks PRO embodies Hirons’ dedication to elevating the standards of the skincare industry.

In this exclusive interview with TheIndustry.beauty, Hirons speaks about the biggest opportunities, challenges and trends in the beauty sector today, how she transitioned from being a skincare expert to an entrepreneur, the ambition behind Skin Rocks PRO, and more.

Have you always had an interest in the beauty industry? Why does it appeal to you and why did you want to work within it?

Yes, always. I grew up around it. My mother and grandmother worked on beauty counters, so it was very normal in our house to talk about skincare, makeup and fragrance. I’ve always been fascinated by how products work, what’s in them, and more importantly, if they actually do what they say they do. I love the mix of science, business, and storytelling in beauty and there’s something incredibly satisfying about helping people feel good in their skin.

CEW UK promotes the British beauty industry, why is this important? What do you think sets the British beauty industry apart from other markets worldwide?

The British beauty industry punches well above its weight globally. We’re a small island but we’re home to some of the most innovative, creative, and trusted beauty brands in the world. Supporting this industry through organisations like CEW UK is vital not just for networking and career growth, but to make sure our collective voice is heard. In the UK we’re not afraid to have a bit of a laugh and we’re humble when we make mistakes, so I think that’s how UK brands have been able to build real community, Skin Rocks included.

Why did you join CEW UK? Do you have any highlight moments from being part of this?

I joined because it’s a brilliant way to stay connected to what’s happening across the industry. It’s also a great place to meet people who genuinely care about the sector. So many of my industry friends are part of it so it’s always good fun catching up at events. A highlight for me was being awarded the CEW Achiever Award. It was lovely to be recognised by my peers after years of work behind the scenes and on the shop floor.

What do you think are the biggest opportunities and challenges in the beauty sector today?

The skincare landscape is shifting fast. Consumers are more informed than ever and actively seeking high-performance products, which is a huge win for formula-first brands that prioritise skin health. But with greater interest comes greater noise. Social media is overflowing with advice, and while it's brilliant to see so many voices in the space, not all of them are informed.

Some marketing departments could do with reading the room. If you're making claims, back them up. And let's stop selling the dream - skincare can do a lot, but it's not a substitute for professional treatments. Transparency and credibility have never mattered more.

What key skills do you need to have as a leader today, in general and in beauty?

Clarity. You need to be clear on your vision, your values, and your decisions. You also need to listen to your team, to your customer, to your gut. In beauty, specifically, having a genuine understanding of the product and customer is crucial. You can’t fake it in this space for long.

We need more diversity at the top of thought, background, experience, and opinion. Better decisions, better products, and better industry standards come from having a broader range of people in the room. For too long, the beauty industry’s founders and leaders have come from a narrow pool, often the most privileged, which has led to a lack of representation and real-world relevance.

How can people be encouraged to pursue entrepreneurship or senior leadership roles in their careers?

By showing that it’s possible. Mentorship is key,  people need to see others who look like them or come from similar backgrounds in leadership roles. We need to stop pretending it’s easy; it’s not. But it is worth it. Encouragement, access to education, and honest conversations go a long way, which is why I’m a mentor through CEW.

What inspired you to start your own skincare brand, and how did you transition from being a skincare expert to an entrepreneur?

So, what is the core mission of Skin Rocks and how do you differentiate the brand in a competitive market?

Skin Rocks is here to help people understand their skin, find what works, and get real results. We’re not here to sell a fantasy; we’re here to support your skin's health with products that do the job. We don’t launch fluff. We don’t do filler SKUs. We don’t get ahead by putting others down. Every individual formula release is backed by data, tested thoroughly, and created with purpose.

After launching consumer skincare in 2022, Skin Rocks Pro was the natural next step, explicitly created for professional skin therapists and clinics. I’m a facialist before anything else, so this has always been part of the plan; it was just about the right timing and having the right resources.

Skin Rocks Pro is our way of giving back to the professionals, the people working hands-on with skin every day. I wanted to inject some energy and originality back into a space that’s started to feel a little homogenous, with brands blending into each other through muted colour palettes and trend-led treatment names that confuse the client. My goal is to help drive business into the hands of therapists by giving them formulas they can genuinely trust so they can spend less time decoding products and more time doing what they do best.

Can you share anything about your upcoming professional-exclusive line and why you’re launching this?

To begin, we’re launching our retail range in professional sizes so that therapists can use our clinically tested and award-winning products in treatments. In the background, we’re working on some professional-only additions, about which we’ll share more details closer to the launch in late autumn 2025.

In your opinion, how has the skincare industry evolved in recent years, and how do you see it changing in the future?

We’ve seen a big shift toward education and transparency, which is brilliant. Consumers now ask about ingredients, pH levels, delivery systems, and things that were once just insider talk. But with that we’ve also got a wave of overcomplication. Consumers don’t have the training that skin professionals have, so they’re being misinformed by the marketing that brands and the internet are touting.

In the future, hopefully, we will see more regulation around the Wild West of online advice. If you follow me or Skin Rocks online, you’ll see us always trying to debunk the crazy trends that circulate.