Skingredients - a brand set for international growth

Evolving a successful Irish skincare brand for its next chapter

Over the past year, Genesis and creative agency, Dynamo have been working with Skingredients, the ambitious Irish skincare brand founded by Jennifer Rock, as it prepares for its next phase of growth.

Skingredients had built a loyal customer base and a strong profile in Ireland. Its ambition was to scale internationally, beginning with the UK. The challenge was to retain the authenticity, warmth and skincare expertise that had driven its success, while creating a brand capable of standing on its own and competing confidently in highly competitive international retail and direct-to-consumer markets.

Genesis led an extensive programme of consumer research, market and competitor analysis across Ireland and the UK.  We explored how consumers perceived the brand, what drives skincare choices, the expectations shaping the category and the challenges Skingredients would need to address in a new market.  Working closely with the leadership team, we translated these insights into a clear brand positioning, value proposition, audience definition, messaging framework and go-to-market strategy for the UK.

From the outset, brand strategy and creative development were closely integrated.  Dynamo brought the strategic direction to life through a refreshed visual identity, tone of voice, redesigned packaging, a distinctive brand world, comprehensive guidelines and production-ready assets across the core portfolio.

Skingredients now has a complete, evidence-led brand platform designed to support international growth; one that can earn attention and trust among consumers who may have had no previous relationship with Skingredients or its founder, while protecting the character and expertise valued by existing consumers and customers. The brand ‘bible’ and production system also give the Skingredients team and its partners the tools to implement the brand consistently and independently as the business grows.

The timing is particularly exciting.  Jennifer Rock, Founder of Skingredients, has recently been named a finalist in the Emerging category in the 2026 EY Entrepreneur of The Year programme.  In her recent Irish Times profile, she described a business delivering double-digit year-on-year growth, shipping to customers in more than 60 countries and securing UK retail listings.  Her shortlisting is well-deserved recognition of Jennifer’s vision, resilience and disciplined approach to growth and we are proud to have played a part in supporting Skingredients for this next chapter.