Meet Our Founder: Caroline Hirons

'For me, it has always been about skin.'

Multi-award-winning, Caroline’s success comes from her honest and science-backed knowledge of skincare. With access to the scientists, formulators and clinicians who make the most effective products on the market, Caroline knows the industry like the back of her hand. Quite simply, her knowledge, no-nonsense approach and business mindset are what earned her the position of the ‘Most Powerful Woman in Beauty’.

Caroline literally grew up around the beauty industry, with her mother and grandmother working in the industry from the 1960s onwards. From her first day on the beauty counter in Harvey Nichols, Knightsbridge, Caroline fell in love with skincare and went on to train and qualify in beauty therapy, leaving the shop floor for more senior roles in 2001. After gaining a wealth of experience across all departments in the subsequent 10 years, Caroline moved to consulting for brands and retailers in 2007, working with and advising some of the top names in the industry. In 2010, during the earlier days of social media, when everyone else was focussed on makeup and nails, Caroline launched her blog, which played instead to her strengths: skincare and the beauty business as a whole.