mother+ meets… sara stokes, founder of skn to skn
Welcome to Mother+ Meets… our new interview series spotlighting women who are building brilliant things while also building a family.
These are the stories behind the headlines from the late nights and bold pivots, to the quiet decisions that rarely make it to Instagram, but shape everything.
First up is Sara Stokes, founder of SKN TO SKN — a new expert-led skincare brand formulated specifically for women who are pregnant, breastfeeding, or navigating postpartum. What began at her kitchen table is now on the cusp of a nationwide launch in Boots.
We spoke to her about identity, ambition, and the power of trusting your gut, as well as why doing the school run is one of her non-negotiables.
1. Tell us a little about what you do and what led you here.
My name is Sara, I’m a mother of two gorgeous little girls and the founder of SKN TO SKN – the first expert-led skincare brand formulated specifically for women who are trying to conceive, pregnant, breastfeeding and postpartum.
It is a brand I wished existed when I was pregnant. I struggled with hormonal breakouts and sensitive skin during both my pregnancies and felt let down by the lack of suitable skincare products that I could confidently use.
Over 80% of women have one or more children and there are so few skincare brands that cater for women during motherhood and the only products I could find were stretch marks (which everyone has, not just pregnant women!).
I saw a gap in the market and decided to start SKN TO SKN from my kitchen table with a 2-year-old and 2-month-old in tow. I worked with a Consultant Dermatologist and GP who has a special interest in women’s health to help me design our formulations and our rigorous testing.
Two and a half years later, SKN TO SKN is about to launch nationwide with Boots!
2. What does a typical day look like for you if there is such a thing?
No days are the same but I try and keep a consistent schedule for my kids. I usually get up before them to get myself ready and mentally prepare myself for the day with a hot cup of coffee.
I get my kids ready for nursery and school and do drop-off. I work from home 3 days a week and in the office for 2 days. The days I work from home I find are the most productive because I’ve no distractions and no commuting but it is important to collaborate face to face with your colleagues – I’m finding this balance works well for me and the team, especially as we all have young families.
No week is the same which I love. I adore being out and about, meeting people, customers, potential customers and love being forward facing.
My non-negotiables are dropping my kids to nursery and school and collecting them every day. Coming from a traditional 9-6 job background (I worked in the music industry so more like 24/7) I absolutely hated not being able to see my kids more than three to four hours a day and vowed that if I ever worked for myself, I would make my career work around my kids.
I collect my kids from school and have dinner together as a family. I’ve usually completed bath, book and bedtime by 8pm then it’s back to my kitchen table working until midnight most nights. My husband is also an entrepreneur so we’re both usually working late together – our new style of date nights!
I used to work out every day or at least every second day but the few months leading up to our launch, its been so full on that any bit of ‘me-time’ has been used to work work work! But I plan to get back into running once our products are on the shelves in Boots and I can finally breathe!
3. What’s been your proudest moment so far and your biggest “what now?” moment?
Proudest moment so far was hearing ‘how soon can you launch’ when we went to meet Boots last September.
That moment is still on repeat in my head! When I see our products on the shelves in Boots this July, I’m sure that is when I’ll have my ‘what now?’ moment.
4. How has motherhood shaped how you work or how you define success?
Becoming a mother has given me even more purpose in this world. I’m no longer working to put food on the table, I’m building a future for us and hopefully help them kick start their future when they’re older. Everything I do, it’s for them now which is incredibly motivating.
Success to me is time and being financially secure. You can’t buy time so being able to carve out time during the day, week or month to spend with my family, that is everything to me.
When I say financially secure, I don’t mean I want a fancy car or designer clothes… I mean being able to not stress about bills or worry about nursery fees and the cost of living.
5. What do you wish people understood about building something from scratch?
There is no such thing as an overnight success. It takes a huge amount of work, dedication and focus to get a business off the ground and then even more work, dedication, focus and belief to make it a success.
I’ve only got to the first part of that sentence and I’m in the eye of the storm right this second on the second part - working my ass off to make SKN TO SKN a success.
You can never take your foot off the gas, as soon as you do, someone will overtake you. It’s a 24/7 career choice but if you genuinely love it, then it’ll never feel like work.
6. Where do you find your energy and what drains it?
What drains by energy is doing too much at the same time, which I think everyone can relate too. I need to find a bit of ‘me time’ during the day or week to get myself back on track.
I’m learning to say ‘no’ a bit more and prioritise better but it’s all a learning curve.
7. What’s one decision that changed everything?
To trust my gut, quit my career in music and start SKN TO SKN. I remember the day that I made that decision so clearly.
8. What are you currently working on, dreaming up, or growing into?
I’m currently focusing on making our launch and partnership with Boots a success for both SKN TO SKN and Boots. I want to get into as many Boots stores as possible and be available to more women across the country.
9. What does balance mean to you right now?
Balance is a non-existent phrase for me right now – I’m switching between mom-mode, CEO-mode and then back to mom-mode again every single day and just surviving.
We are launching a business and raising 2 young girls at the same time so I don’t have time for anything else.
But it’s not forever, I will find some sort of balance soon (I hope) but I don’t believe that you can be balanced all the time, it comes in ebbs and flows.
10. And finally what’s one thing you’d tell other women who are trying to do both: raise a family and raise a business?
That it is possible if you have the right people around you, supporting you. You don’t have to be the first or the best, you just have to start and do it at your own pace and learn as you go along.
No one does things perfectly, so loose this inherent perfectionism that women seem to be born with and take the leap.
SKN to SKN launches nationwide in Boots stores from July.
QUICK FIRE ROUND
Current bedside book? Harry Potter – I’m reading it for the first time with my daughter.
Go-to podcast or playlist when you need a boost? Emma Grede ‘Aspire’ and ‘Ladies Who Launch’ with Rochelle Humes.
Beauty or wellness buy that’s worth it. A great set of workout clothes that you love to be in because if you feel good, you’ll want to work out!
Favourite place to eat with kids — and without? The River house, Windsor or Flat Iron for the free popcorn and ice-cream and without kids Gymkhana, Mayfair (I’ve only been once but I still dream of their curries!)
A mantra, quote or reminder you come back to? Everyone makes mistakes but it’s how you deal with it that defines you as a person.