There are beauty experts and then there is Caroline Hirons. The straight-talking skincare mogul, founder of Skin Rocks and doyenne of the double cleanse has built a reputation on knowing exactly what works (and what absolutely doesn’t).
But although her forensic knowledge of skin and her encyclopaedic ingredients expertise have propelled her into the skincare stratosphere, her daughter Ava – no stranger to fame herself, with a casual quarter of a million Instagram followers – represents a very different generation of beauty consumer.
So when your mother really does know best, do you toe the skincare line? Are Gen Z truly multi-step enthusiasts swayed by the latest vanilla-scented product drop, while boomers remain loyal to the cleanse-tone-moisturise routine?
As the Hirons duo reveal, perhaps the gap isn’t quite so wide, with good skin ultimately coming down to what we’ve suspected all along – consistency.
Mother knows best?
Especially when that mother is to beauty what Anna Wintour is to fashion. Caroline is quick to admit that while Gen Z’s way of consuming beauty (“taking advice from people that have opinions, not qualifications”) has its pitfalls, the over-forties hardly got everything right either (cue “too much sun, too little SPF!”). Rebellion, at least in skincare terms, is something that Ava has largely outgrown, particularly as she prepares for motherhood herself.
“Although TikTok lures me in from time to time, no one influences me more than my mum and [facialist to the stars] Teresa Tarmey,” she says. “If there’s a popular lip stain or hair product, I’ll probably give it a go. With bodycare, I’m more influenced by friends than online.
“But when it comes to beauty advice, I couldn’t ignore a woman who’s built an empire from the ground up based on her knowledge alone. I never Google skincare. I know my mum’s phone number and where the Skin Rocks office is.”
This is music to Caroline’s ears. “When Ava was younger, I felt as though she ignored everything I said. Now she’s much older, she actually seeks out my advice, which is lovely,” she says.
That said, beauty pressures didn’t completely bypass Ava. She admits that acne had a major impact on her self-esteem in her late teens – something she has worked hard to overcome. “One thing my mum ingrained in me from a young age was never to compare myself or my beauty to anybody else’s,” she says. “I love her a lot for that and hope I can pass on the same mindset to my own children.”
Caroline and Ava, what have you learnt from each other about beauty that surprised you?
Caroline: “Probably to be confident in your own skin.”
Ava: “A lot. My mum cuts through the nonsense of what’s offered to us as women.”
Is anti-ageing still a relevant concept?
C: “It is, because it’s what the consumer asks for. However, when I’m talking to our customers, I prefer to talk about skin health, not skin ageing.”
A: “Being only 24, I don’t think I have a relevant opinion yet.”
Is there a “wrong” way to approach skincare?
C: “God yes. Where would you like me to start? Trends on social media, and TikTok especially, feed a lot of rubbish.”
A: “Yes – I’ve been throwing away my friends’ skin wipes for years.”
Ava, what’s one thing your mum was annoyingly right about?
“Not needing to shave my legs, and me insisting that I was going to do it anyway so she may as well teach me. I should have listened; what an inconvenience shaving became. That, and my Anastasia Dipbrow [eyebrow pomade] era.”
Botox versus face tape…
C: “Botox.”
A: “I don’t know what face tape is.”
Beauty routines versus beauty moods…
C: “Routines. Consistency is key.”
A: “Routine. Same as the gym. Focus on the plan, not the feeling, though there’s nothing wrong with a new face mask or trialling a product.”
“Holy grail” versus “currently obsessed”…
C: “Holy grail. I don’t do trends.”
A: “Holy grail.”
Ageing gracefully versus ageing honestly…
C: “I hate both terms. We never ask men those questions. Let women do whatever they want, whenever they want. It’s absolutely no one else’s business. I encourage all women to age as ungracefully as possible.”
A: “Next!”
© Alan Chapman/Dave Benett/Getty ICaroline’s non-negotiables
Nothing gives my hair volume and texture like Hair by Sam McKnight’s Easy Up-Do Texture Spray (£28). Anything from Sam’s range is a winner.
I’m obsessed with By Terry’s Tea to Tan Face & Body (£59). I spray it after my skincare to wake up my face, and I can’t be without it now.
Skin Rocks’s The Antioxidant (£70) and Retinoid 3 (£90) are my two non-negotiable serums. Protect in the morning, repair in the evening; bliss.
Ava’s beauty staples
Skin Rocks’s The Moisturiser: Fragrance Free (£58) and Teresa Tarmey’s Signature cleanser (£42). This pairing is a dream for my acne prone skin – the perfect balance of deep cleansing while keeping my skin calm and supported.
Glossier's Futuredew (£30) mixed with Kylie Cosmetics’ Skin Tint Blurring Elixir (£27) and Rabanne Beauty’s Everywear Concealer (£28). Chef's kiss for achieving fresh, natural -looking coverage.
Function Of Beauty Custom Shampoo and Conditioners (from £9.99). I love being able to personalise it with my own boosters and the scent is seriously top tier.
