Caroline Hirons, the UK’s most trusted skincare voice, came to us to reposition her personal brand as an elevated, aspirational businesswoman and authoritative skincare expert. The project included a personal channel rebrand and ongoing creative direction and graphic design for her quarterly kits. Our goal was to grow her social following, differentiate her brand from Skin Rocks, and create a refined yet recognisable visual identity that balances Caroline’s distinctive personality with a polished, professional presentation.
Caroline’s objectives included:
Evolving her personal brand from “mouthy blogger” to skincare authority meets lifestyle entrepreneur
Growing social media presence across Instagram, YouTube, and TikTok, particularly among emerging audiences (25–45), to support kit sales
Differentiating her personal brand from Skin Rocks while maintaining alignment and a halo effect
Updating branding to feel modern, polished, and elevated, without losing Caroline’s distinctive colour, personality, or unfiltered expertise
Her existing branding was bold, loud, and vibrant — appealing to her dedicated “freak” audience, but potentially alienating new consumers. For the quarterly kits, we needed a design system that could complement a range of different product brands while still feeling cohesive. Additionally, we had to consider a soft rollout for kits with pre-secured packaging, ensuring a seamless transition to the new brand direction for 2026 merchandise.
We refined Caroline’s presentation with a flexible, elevated design that celebrates her vivacity.
What we've done:
Scrapbooking-inspired kit design: A system that accommodates multiple product brands while being editorial, sophisticated, and visually cohesive
Colour palette: Maintained Caroline’s distinctive vibrancy, paired with muted, grown-up tones to elevate the brand
Logo refresh: Minor refinements to her recognisable logo, paired with a playful icon to maintain personality while signalling evolution
Marketing assets: Creative direction and design for kit marketing, social content, and community emails, ensuring consistency and premium presentation
Brand positioning: Shifted tone from rebellious and nostalgic to polished, authoritative, and aspirational, while retaining Caroline’s candid, no-nonsense voice
Outcome
The rebrand and ongoing creative support successfully:
Elevated Caroline’s position from influential blogger to skincare authority and lifestyle entrepreneur
Strengthened brand recognition and trust, while appealing to new audiences and retaining existing fans
Delivered a visually sophisticated kit experience that complements multiple brands while maintaining Caroline’s distinctive personality
Provided a scalable framework for future kit launches and merchandise updates
Caroline Hirons continues to set industry standards with clarity, credibility, and impact — and our branding work ensures her visuals reflect the authority and elevated professionalism she embodies.
