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Caroline Hirons: The most powerful woman in beauty

Blogger and 50-year-old mum-of-four Caroline Hirons' no-nonsense approach to skincare has won her millions of fans. She talks to Meadhbh McGrath about being critical of big beauty brands and why nobody - including herself - should be shamed for enjoying any kind of 'tweakment'

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Caroline Hirons

Caroline Hirons

Caroline Hirons

Caroline Hirons

Skincare by Caroline Hirons

Skincare by Caroline Hirons

Caroline Hirons

Toilet roll isn't the only thing people have been stockpiling during quarantine - skincare has enjoyed a major boost since the world locked down. Retailer John Lewis reported that sales increased 183% in April, as many of us stuck at home sought to change up our regimen. But if talk of 'acid toning' still leaves you confused, and you can't tell whether your skin is dry or dehydrated, a new book arriving this month will answer all your questions.

Simply titled Skincare, it is the first book from Caroline Hirons, the blogger and businesswoman who commands an audience of millions on her website and on social media. A trained aesthetician, 50-year-old Hirons stands apart from the majority of beauty influencers thanks to her 20-plus years of industry experience and her no-nonsense advice.

She's been dubbed 'the most powerful woman in beauty', and products she recommends regularly sell out worldwide within hours of her posts. But you won't see her pouting in a sheet mask (one of the many trends she bluntly tells to "get in the sea") or swanning about on an influencer getaway to Bora Bora. Instead, she writes and films in her London office, with minimal make-up and hair swept into a familiar bun, her voluminous eyelash extensions the only hint of her line of work.