As part of the Morning Lazziness series highlighting empowering women who are making a remarkable impact with their ideas, I had the pleasure of interviewing Belinda Robinson.
Belinda Robinson is the founder of NextSkin, a revolutionary skincare brand created to deliver simple, functional, and affordable products for everyday people. At 50, she brings together her passion for entrepreneurship and her mission to help others feel confident in their own skin.
Over the years, Belinda has built and grown a diverse portfolio of businesses—including a retail maternity and children’s wear store, her own babywear brand, a beauty line, and even a marketplace for dance costumes. Each venture has added to her expertise and inspired the creation of NextSkin, her most exciting project to date.
Based on Sydney’s beautiful Northern Beaches, Belinda is happily married for 23 years and a proud mum of three. She enjoys tennis, sunshine, and the occasional lychee martini. For Belinda, success is not just measured in business growth, but in creating products that truly empower people to feel good in their own skin.
In this interview, she offers a candid look at the realities of entrepreneurship, sharing both the challenges and the victories that defined her path.
What inspired you to start your business, and what problem were you passionate about solving?
I was inspired to start NewSkin because I wanted to create a functional and affordable range that truly works for the everyday person. My goal has always been to keep things simple — effective, easy-to-use products that fit seamlessly into daily routines without being overwhelming or overpriced.
How has your business evolved since its launch, and what key decisions have helped drive that growth?
Although NewSkin is still very new, we’ve focused on keeping our range simple, functional, and easy to use. Key decisions like launching our customer loyalty program, Glow Rewards, to keep customers coming back, and building strong partnerships that allow us to grow together, have been vital in shaping our early success and setting the foundations for long-term growth.
In your view, what truly sets your brand apart in today’s competitive market?
NewSkin stands out because we’re proudly Australian-made. In a crowded market, customers value the trust, quality, and safety that come with Australian standards. It gives both local and international customers confidence in what they’re putting on their skin.
What has been your most effective marketing strategy to date, and why do you think it worked so well?
Our most effective strategy has been building strong partnerships with like-minded retailers such as Skinmart, which allows us to reach customers who already value professional, results-driven skincare. Alongside this, we’ve worked with micro-influencers on an unpaid basis to share real and honest reviews. This authentic approach has built genuine trust and credibility with our audience.
How do you stay connected to your ideal audience and understand their needs or behaviors?
I actually see myself as part of our target market, so I often speak with friends and peers to gather their opinions and advice. On top of that, I rely heavily on feedback from our partners, wholesalers, and retailers, who share valuable insights into what their customers — and ultimately ours — are really looking for.
What’s one branding move or campaign that helped elevate your business to the next level?
One of the most impactful moves we’ve made so far was focusing on authenticity — especially by partnering with like-minded retailers and working with micro-influencers who gave real, unpaid reviews. This approach not only built trust but also created genuine conversations around our products. That authenticity has elevated our brand far more than any polished advertising campaign could.
What does success look like for you, not just in numbers, but in purpose or impact?
For me, success isn’t measured by numbers or money — it’s in the feedback we receive from customers. When someone tells me, ‘Oh my goodness, my skin has never looked so good,’ that’s what truly matters. Knowing that NewSkin can help people feel more confident and positive in themselves is the greatest impact we could hope for. When you feel you look good, you carry yourself differently — and being part of that transformation is what I see as real success.
How do you personally define success, beyond revenue and growth metrics?
For me, success is about recognition and connection. I get so excited when people know my brand — when they see NewSkin and instantly associate it with trust, quality, and results. It’s that sense of creating something that people genuinely love and talk about that feels like real success to me.
Can you share a challenge or setback that ultimately became a turning point for your brand?
One of the biggest challenges early on was building awareness in a crowded market. As a new brand, it felt overwhelming to compete with larger, more established names. But this challenge pushed us to really focus on what makes NewSkin unique — being Australian-made, functional, and affordable. It also inspired us to work closely with micro-influencers and like-minded retailers, which has been a turning point in creating genuine connections and loyal customers.
What daily habits or rituals keep you focused, creative, and grounded as a leader?
My customers keep me grounded — their feedback reminds me why I started NewSkin in the first place. Each day, I focus on moving forward, knowing there’s still so much potential and so many products I’m excited to bring to life. I always make time to exercise (I love my tennis), and I try not to see setbacks as negatives but as challenges to learn and grow from. I love the process of building a business, and that daily drive keeps me focused, creative, and motivated.
How do you approach innovation and risk in your business strategy?
I’ve always been a bit of a risk-taker. My mindset is, what’s the worst that could happen? I try not to overthink — sometimes I jump in when maybe I shouldn’t — but I believe you either sink or swim. For me, it’s about jumping in and then swimming like crazy. That approach has kept me innovative, agile, and always moving forward.” I mean, our product is made out of Salmon DNA (Serum ), so that is a risk in itself!!
What advice would you give to someone starting a business in today’s fast-changing digital world?
My advice would be to learn as much as you can and don’t be afraid to lean on experts for guidance. At the same time, know that a lot of it comes down to trial and error — there’s no perfect formula. The most important thing is to just give it a go, because the only real regret you’ll ever have is not trying at all.
Where can our audience connect with you and learn more about your work or offerings?
You can connect with us through our website and follow us on Instagram, and email for updates, skincare tips, and behind-the-scenes insights. We love engaging with our community, so don’t be shy to reach out!
