Tell us about yourself and your background
Hi! I’m Kathryn Jones and I’m the founder of my own eponymous skincare brand – Kathryn Jones Hand Blended Serums…or just ‘KJ Serums’ for short. I’m a mum and a grandmother originally from Wales in the United Kingdom and came to the UAE in 2013 to be with my now husband.
I’ve always been entrepreneurial at heart, even if I didn’t label myself that way early on. My background is originally rooted in the biopharmaceuticals sector and now in beauty, wellness and business development. I’ve spent much of my career observing how cosmetic products are manufactured, marketed, and positioned within the beauty industry. I was also a consumer who had struggled for years with reactive skin and inconsistent results from products that promised a lot but delivered very little.
Alongside my professional experience, I’ve always been deeply interested in ingredients, formulation, and how small changes in daily routines can have a huge impact on skin confidence and your overall wellbeing. That combination of personal experience, curiosity, and business understanding ultimately laid the foundations for KJ Serums.
What inspired you to found KJ Serums?
KJ Serums was born out of frustration and then clarity. I was tired of skincare that was overcomplicated, overhyped and underperforming. I wanted products that were effective and gentle, without unnecessary additives or confusing claims. I also noticed a gap in the market for results-driven facial serums that felt luxurious but remained accessible and affordable.
The inspiration came from wanting to create what I personally couldn’t find: skincare that focused on skin health first, used purposeful ingredients, and delivered visible results without overwhelming the skin. KJ Serums isn’t about trends, it’s about trust, consistency and real outcomes.
Is your venture self-funded, or did you raise investment?
KJ Serums was and is entirely self-funded. From the beginning, I wanted full creative and strategic control over the brand, from formulation and manufacturing decisions to branding and the customer experience. Bootstrapping the business meant slower growth initially, but it also ensured that every decision was intentional and aligned with my values.
Being self-funded forced me to be disciplined, resourceful, and deeply involved in every part of the business, which I now see as one of the biggest advantages I’ve had as a founder.
How did you work out which products to sell when you first launched? And how to produce/manufacture them?
The first products were developed by identifying the most common skin concerns people genuinely struggle with such as dehydration, fine lines, pigmentation, acne, sensitivity and uneven skin texture. I didn’t want a large range at launch; I wanted core ‘hero products’ that worked hard and earned their place in a routine.
I spent extensive time researching ingredients, understanding formulation science, and working closely with a trusted manufacturer who shared my standards around quality, safety and efficacy. That manufacturing partner was also chosen for technical capability, ethical and good manufacturing practices, consistency and long-term scalability.
How long did it take from launching to your first sale?
Our first sale came very quickly after launch, which was incredibly validating. That moment confirmed that there was real interest and demand for what I was creating. However, what mattered more than the first sale was the repeat purchase and the sheer joy of seeing customers come back, share feedback and recommend the products to others. That’s when I knew KJ Serums had longevity.
How have you chosen the products to introduce to your product line as you have grown the business?
Every new product is developed in response to real customer needs, not trends or pressure to expand quickly. I listen closely to feedback, questions, and skin concerns shared by our community. If a product doesn’t add value or improve skin health, it doesn’t make it into the range.
Growth for KJ Serums has always been intentional. I would rather have a tightly curated line of exceptional products than a large catalogue that dilutes the brand’s purpose. We currently have 18 products in the range and this has grown very organically over the last eight years.
What makes KJ Serums unique?
What truly sets KJ Serums apart is our commitment to simplicity, efficacy and integrity. Every formula has a purpose with no unnecessary ingredients and no exaggerated claims. We focus on skin barrier health, long-term results and products that work harmoniously with the skin.
The brand is also deeply personal. I’m involved in every stage, from formulation decisions to customer communication. KJ Serums isn’t a faceless brand…it carries my name, and it’s really me responding to enquiries. While that may change as we grow, the values of trust, education, and genuine care for our customers’ skin will never change.
What has been your biggest success as a company?
Our biggest success has been the community we’ve built. Seeing customers regain confidence in their skin, share before-and-after results, and trusting us with their skincare journey is incredibly rewarding. Commercial milestones matter, but brand loyalty and customer trust are what define success for me.
What are three pieces of advice for women who are dreaming of building their first business?
First, start before you feel ready. Clarity comes through action, not perfection.
Second, trust your intuition but back it up with research and learning.
Third, don’t underestimate resilience….entrepreneurship will challenge you, but consistency and self-belief are everything.
What does a day in your life look like?
No two days are the same. My days usually involve a mix of strategic planning, supplier communication, product development discussions, marketing decisions, and customer engagement. I’m very hands-on, but I also prioritise structure and boundaries to try to avoid burnout.
There’s also a lot of problem-solving, which I’ve learned to enjoy. Building a business teaches you to stay calm under pressure and adapt quickly.
What are your goals for the next 5 years?
Over the next five years, my goal is to continue growing KJ Serums sustainably, expand our presence in key international markets, and introduce new products that align with our philosophy. I also want to deepen our educational role, helping people understand their skin, not just sell to them.
Long term, I see KJ Serums as a trusted global skincare brand known for integrity, results, and lasting impact.
Where can readers find out more about you and KJ Serums?
Readers can learn more about KJ Serums via our website at www.kjserums.com, as well as through our social media platforms, where we share skincare education, product insights, and updates on our journey. I also value connecting directly with our community and believe transparency is essential to building meaningful, long-term relationships with our customers. For enquiries, we can be reached at support@kjserums.com.
