Women Who Launch: Sara Stokes of SKN to SKN

"[One of the biggest myths we try to debunk] is that skincare only has three key phases: puberty, adulthood, and menopause," explains Sara. "Pregnancy is a fourth, and it’s a major one. Hormonal shifts can completely change your skin, and certain ingredients, like retinol, high-strength salicylic acid, and hydroquinone, are best avoided during pregnancy and breastfeeding, so routines need to adapt."

Though her background was in the music industry, Sara knew she had the drive and grit to fill this obvious gap that she knew so many women were facing. She then set out to find the best team of experts to partner with to bring her idea to life. The result is SKN TO SKN, a line of dermatologist-tested, GP-approved skincare products—there’s a cleanser, moisturiser with mineral SPF, face serum, and night cream—all uniquely designed for those trying to conceive, pregnant, or post-partum and breastfeeding.

"Authenticity is essential. If you’re part of the community you’re building and helping solve a problem, then everything else will come naturally," says Sarah. 

If we asked your ten-year-old self what you would be doing in this chapter of your life, what would she have said?

I would have told you that I’d own an equestrian centre and lots of horses. I used to draw pictures—hundreds of them—of what my equestrian centre looked like. I was horse-mad when I was a kid!

If you could describe SKN TO SKN in three words, what would they be?

Pregnancy-safe, innovative, community.

Why was it important for you to work with a team of experts before launching your business?

I created a brand that I wished existed when I was pregnant—a brand that was not only safe, but would also tackle the skin issues I was facing. I knew that to give the brand credibility and to ensure the formulas were pregnancy-safe and the best they could be, we needed medical professionals to be involved. Our consultant dermatologist Professor Caitriona Ryan was the very first person I had on board before anyone else.

Was it difficult for you to earn the trust of your medical advisory board and your customers having not previously had a skincare background?

No, not necessarily. Both my GP and consultant dermatologist advisor believed in my vision and backed me as a founder. We make an amazing team and we’ve trusted each other from day one.

What was the most difficult part about leaving your corporate job and taking the plunge to become an entrepreneur?

It was going into the unknown, which was difficult, and doing it alone. I was entering a brand new industry and learning on the job, but I think that was a strength because my naivety gave me the confidence to think I could do it.

What has surprised you the most about the founder journey?

That no one truly knows deep down what they’re doing! Everyone in every path of life is making educated guesses and assumptions and following their gut. It’s important to be confident in yourself and in your ideas and be able to pick yourself back up when you’ve made a mistake, which will inevitably happen as no one is perfect.

What does a typical day look like for you?

Wake up before my kids to do an hour of work with no disruptions. Get my kids up, have breakfast as a family and get them ready for school. After drop-off, I either go for a run if I’m working from home or I get the train into the office for jam-packed days of calls and meetings. I try to keep meetings short and to the point! I do the school pick-up, cook dinner, spend time with my family and try to get to sleep early.

Tell me more about the new edit with presenter, model, and actress Laura Whitmore.

The Laura Whitmore collaboration came about very authentically. I’ve known Laura from my music industry days and she was the first celebrity who I sent the range to. She loved the range since then and has been using it ever since. When she announced her pregnancy, I jumped at the chance to ask if she would collaborate and she thankfully said yes! Laura chose her three favourite products from the range, which are staples in her routine, and we worked together on designing an exclusive washbag which comes free with the edit. They’ve been a huge hit, people love a print!

https://skntoskn.com/

@skntoskn/@saraannstokes