AMAZING! Award-winning skincare brand opens its new flagship store in Tipperary

An internationally award-winning skincare brand rooted in Nenagh is celebrating the grand opening of its newly expanded flagship store at 54 Kenyon Street, marking a major milestone in a journey that began with one woman returning home to Tipperary with a vision.

Geraldine Jones, Founder and CEO of Skin Formulas, came home to Co. Tipperary over a decade ago after spending a similar time away. In 2014, she founded MediSkin Skin Clinic on Kenyon St. in Nenagh, building it into one of the country's most respected skin and aesthetic clinics.

In her consultations with clients, she identified a clear gap in the market for science-led, results-driven skincare that truly supported long-term skin health. With the understanding of customers' needs clearly defined, she spent the next two years formulating and developing a new skincare range, and Skin Formulas was launched in 2019 to the market from a small office within MediSkin.

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The business quickly outgrew its beginnings, which required moving to a dedicated premises on Kenyon Street situated across the road from her Mediskin clinic. In addition, it required the introduction of a 2,500 sq ft warehouse in Nenagh where products are picked, packed, and shipped across Ireland and internationally.

Since 2019, the company has grown exponentially; it now employs 10 people locally, supplies its products to over 130 B2B partners in Ireland, and ships to more than 20 countries. In addition to this, it also operates from a Northern Ireland fulfillment center to service both Northern Ireland and the UK and recently has started working with a European distributor based in Lithuania.

Skin Formulas collaborates with some of the world's leading international manufacturing partners, including three in South Korea, one in Turkey, and one in the UK, ensuring global innovation standards are available while maintaining its headquarters firmly in Nenagh.

In 2024, after ten successful years, Geraldine sold MediSkin to two long-standing employees who had been with her from the beginning of the business. The decision reflected her core leadership philosophy: building businesses that empower people and create opportunity.

“My mission has always been to grow people alongside the company,” she says. “Seeing two team members step into ownership was incredibly meaningful. I believe businesses should elevate the people within them.”

Since launch, Skin Formulas has achieved significant national and international recognition. In 2025, the company became a Certified B Corporation after a rigorous 12-month process, becoming one of only a handful of Irish skincare brands to achieve certification and the first female-led skincare brand in Munster and Tipperary to do so.

Last year, the brand won its first global skincare award for its award-winning lip treatment, marking a major international milestone.

Additional accolades include Irish Skincare & Bodycare Brand of the Year, Retailer of the Year with the Tipperary Chamber, recognition at the EIR VIP Magazine Power of Women Awards, and multiple beauty industry awards since its launch seven years ago.

Community impact remains central to the brand’s ethos. Skin Formulas has supported over 60 Irish charities and community initiatives nationwide. Locally, the company sponsors school basketball teams and community GAA organisations, and is the main sponsor of the Clonakenny Mothers & Others Ladies Football team. The company regularly backs local initiatives and is launching a biodiversity-focused programme to support young people in learning about environmental stewardship.

Sustainability and ethics are deeply embedded in the brand’s DNA. Skin Formulas is Leaping Bunny certified, vegan, and cruelty-free. Its day cream features upcycled blueberry seed oil, a byproduct of the juicing industry, helping to reduce waste. Its bakuchiol is sourced from sustainably farmed plants, where growers are educated in best-practice agricultural methods. Across all formulations, the brand prioritises responsibly sourced ingredients and sustainable innovation wherever possible.
Now, in early 2026, Skin Formulas has completed an €80,000 expansion of its flagship store to deliver a next-level customer experience. The space offers in-depth skin consultations, advanced skin scanning technology, and fully personalised skincare solutions, drawing on over 20 years of skin expertise.

Looking to the future, 2026 also marks a significant strengthening of the company’s leadership structure to support its global growth ambitions. The brand has expanded its executive team with the appointment of Chief Operating Officer Emma Hogan, alongside the formation of an advisory board including Yvonne Mullally, Edwina Daveron and Jenny Haire, supported by business consultant and coach Tim McCarthy.

This expanded leadership team is focused on scaling systems, strengthening governance, and positioning Skin Formulas for its next phase of international growth.

“The growth of Skin Formulas is not just about skincare,” Geraldine says. “It’s about building a company with strong foundations, strong leadership, and strong community impact, one that can compete globally while remaining proudly rooted in Nenagh.”

That commitment to culture and innovation deepened further when Geraldine returned to education, completing a Postgraduate Diploma in Innovation Management with Queen’s University Belfast. Going back to college followed an ADHD diagnosis, a pivotal moment in shaping her leadership approach.

“Culture, psychological safety, and people have always been at the core of every business I’ve built,” she says. “Returning to study innovation management ensured that as we scale globally, those foundations remain strong.”

Beyond her own company, Geraldine is actively involved in initiatives including Network Ireland, Going for Growth, and ACORNS, where she now serves as a Lead Entrepreneur after first participating in the pilot programme over a decade ago, mentoring and supporting women building businesses in rural Ireland.

The grand opening of the flagship store will take place on Thursday the 26th of February, 2026, and represents not just a retail milestone in Nenagh but a powerful example of how a female-founded, science-led Irish brand can scale internationally while staying deeply connected to its hometown.