When you’re pregnant, trying to conceive or navigating those blurry newborn days, suddenly everything feels up for debate, including the skincare products sitting in your bathroom cabinet.
Can you still use your favourite serum? Is that acid toner actually safe? What about retinol? And why does your skin somehow feel simultaneously dry, hormonal, sensitive and breakout-prone at the same time?
It’s exactly this confusion that has helped turn pregnancy-safe skincare brand SKN TO SKN into the beauty insider secret celebrity mums can’t stop talking about.
From broadcaster and new mum-of-two Laura Whitmore to comedian Katherine Ryan, plus devoted fans including Tanya Burr and Mother Pukka founder Anna Whitehouse, the Irish-founded skincare brand is quickly becoming the go-to for women who want products that are not only safe during pregnancy and breastfeeding, but that genuinely work too.
The Product Katherine Ryan Says She Loves
The buzz around SKN TO SKN reached fever pitch after new mum Katherine Ryan shared her love for the brand’s Glow & Go Daily Moisturiser SPF30 on Instagram Stories — praising the clever multitasking formula that combines skincare, hydration and mineral SPF in one easy step.
For exhausted new mums, it’s easy to see why it’s become a cult favourite.
The lightweight tinted moisturiser gives skin a healthy, glowy finish while delivering broad-spectrum SPF30 protection, helping tackle one of pregnancy’s most common skin concerns: pigmentation and melasma caused by hormonal changes and sun exposure.
And unlike many SPFs that sit heavily on sensitive skin during pregnancy, Glow & Go was specifically developed with hormonally reactive skin in mind.
It’s also one of the hero products included in the newly launched Laura Whitmore x SKN TO SKN Edit — a limited-edition collection curated by Whitmore during her second pregnancy.
Laura Whitmore’s “I Wish I Had This The First Time” Moment
For Whitmore, who just announced the birth of her second baby, the collaboration feels deeply personal.
“I remember standing in the bathroom Googling every ingredient, second-guessing everything I used,” she says. “There’s so much confusion around what’s safe, and what actually works. I really wish something like this had existed when I was pregnant the first time.”
And if you’ve ever found yourself spiralling down a late-night internet rabbit hole trying to decode ingredient lists while pregnant, you’ll understand exactly what she means.
Launching as a streamlined three-step routine, the Laura Whitmore x SKN TO SKN Edit is designed to simplify skincare during pregnancy without compromising on results.
The beautifully curated set — housed in an incredibly chic leopard-print wash bag — includes Whitmore’s three favourite products from the range:
In other words: everything your skin needs during pregnancy, and nothing it doesn’t.
The collaboration also taps into a much bigger shift happening in beauty right now. Women are becoming far more ingredient-conscious during pregnancy and postpartum, moving away from complicated 12-step routines and towards expert-led products they can trust.
Why Pregnancy Changes Your Skin So Much
If your skin suddenly behaves completely differently during pregnancy, there’s a reason.
Hormonal fluctuations can trigger increased sensitivity, dehydration, pigmentation, acne, redness and inflammation — even in people who’ve never struggled with skin issues before.
And according to consultant dermatologist Professor Caitriona Ryan, pregnancy is exactly the time to take a “less is more” approach.
“During pregnancy, skin often becomes more reactive,” she explains. “It’s best to avoid known irritants and ingredients such as retinoids, hydroquinone, high concentrations of salicylic acid and heavily fragranced products.”
Instead, she recommends focusing on barrier-supporting ingredients including:
- Hyaluronic acid
- Ceramides
- Niacinamide
- Peptides
- Ectoin
- Astaxanthin
These ingredients help maintain hydration, support the skin barrier and calm inflammation without overwhelming already-sensitive skin.
And perhaps most importantly? Daily mineral SPF.
“Hormonal changes can make pigmentation, including melasma, more pronounced with sun exposure,” Professor Ryan explains. “Ultimately, it’s about protecting the skin barrier and choosing products that support the skin through this period of change.”
The Story Behind SKN TO SKN
Part of what makes SKN TO SKN resonate so strongly with women is that it was born out of genuine frustration.
Founder Sara Stokes — an Irish beauty entrepreneur and mother of two — created the brand after struggling with her own skin during pregnancy.
Unable to find products that felt both luxurious and reassuringly safe, she realised there was a huge gap in the market.
Too often, pregnancy skincare fell into one of two extremes: either overly clinical and joyless, or filled with confusing marketing claims that left women still questioning every ingredient.
SKN TO SKN set out to change that.
The brand works alongside a medical advisory board including consultant dermatologist Professor Caitriona Ryan and women’s health GP Dr Raj Arora, helping ensure formulas are both pregnancy-safe and genuinely effective.
Dr Raj Arora says women are becoming increasingly discerning about what they use during pregnancy.
“Pregnancy often brings a shift in how women approach skincare,” she explains. “They become more cautious, but also more discerning. What’s important is having products you don’t have to question.”
Why Celebrity Mums Are Buying Into Simpler Beauty
What’s particularly interesting about SKN TO SKN’s rise is how perfectly it reflects where beauty culture is heading overall.
After years dominated by complicated routines and aggressive active ingredients, there’s a growing appetite for simplicity — especially among women navigating pregnancy, postpartum recovery and motherhood.
Celebrity fans like Katherine Ryan, Tanya Burr, Anna Whitehouse and Laura Whitmore aren’t just buying into another influencer skincare trend. They’re embracing products that fit into real life.
When you’re pregnant, exhausted, breastfeeding or surviving on fragmented sleep, you don’t want a 14-step skincare routine.
You want:
- products that feel safe,
- ingredients you understand,
- and skincare that makes you look a little more awake than you actually feel.
With the Laura Whitmore Edit already generating serious buzz, don’t be surprised if this is the pregnancy skincare brand you suddenly start seeing everywhere.
This is a Paid Partnership with SKN TO SKN
