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Skincare: The ultimate no-nonsense guide and Sunday Times


Caroline Hirons is trained in (well) over 100 brands. She is a globally qualified advanced aesthetician. Her career has involved developing bespoke facials and training teams internationally for top brands in the UK, USA and Far East. She has been in retail for 34 years, working as a consultant to brands in the beauty industry for over ten years, advising brands on the route into market, where they should be selling and why.

With over 115 million views to her blog, Caroline is a fully trained advanced aesthetician with over 35 years experience in retail, including 23 in skincare, consulting and advising for retailers and brands in the skincare industry.

Her expert advice talks about the industry she loves, shining an honest light on products that really work, and never sugar-coating her opinion

Since starting the blog in 2010, Caroline’s no-nonsense approach on what you do and don’t need to put on your skin has led her to be named ’The Skincare Queen’ by her millions of followers around the world. Her loyal fans refer to themselves as ’The Freaks’ and such is the strength of Caroline’s knowledge, when she recommends a skincare product, it creates a retail stampede.

Caroline is obsessed with skincare and loves the industry – it’s her business as well as her hobby. It’s also in her blood as both her mum and nana worked behind beauty counters.