Jacine Greenwood, founder and CEO of Roccoco Botanicals, leads a multi-million-dollar beauty brand renowned for its botanical skincare solutions tailored to all skin concerns, with a special focus on acne and sensitive skin. With over 27 years in the beauty industry, Jacine’s journey began as an esthetician, evolved into a career as a registered nurse, and culminated in her becoming a cosmetic chemist. Her customers affectionately call her the “Fairy Godmother of Skin,” a testament to her transformative impact on their skincare journeys.
Roccoco Botanicals is celebrated as Australia’s fastest-growing beauty brand, with a significant presence in the US, where it garners 80% of its sales. The brand’s international acclaim is underscored by prestigious awards, including the C&T Allē Award in New York, recognition in the Financial Times Asia Pacific High Growth List, and the Women Changing the World Awards in London. Jacine’s mission is to empower women with the knowledge and confidence to achieve their best skin ever, fostering a sense of self-assurance and well-being through innovative and high-quality skincare products.
Below are highlights of the interview:
What inspired you to pursue a career in business and ultimately become a business leader?
My inspiration came from a combination of personal experiences and a keen observation of the needs within the skincare industry. Growing up, I struggled with skin issues that conventional products failed to address. This ignited a curiosity and drive to understand the science behind skincare.
In addition to my personal experiences, I was deeply influenced by the stories of other entrepreneurs who turned their visions into reality. The ability to innovate and create something meaningful from the ground up resonated with me profoundly. I wanted to be part of an industry that not only enhances beauty but also boosts confidence and self-esteem.
As a woman in a leadership position, what challenges have you faced and how have you overcome them?
In a predominantly male-dominated industry, there have been instances where my decisions and capabilities were underestimated due to gender bias. I addressed this by consistently demonstrating my expertise and delivering exceptional results. Giving predictions that were thought unreasonable and ended up happening, gave belief and faith in my ability to lead. Balancing the demands of a leadership role with personal responsibilities has been challenging, particularly in ensuring that neither aspect is neglected. It is difficult to find balance sometimes; however, finding time to relax and take time out is important for success.
What strategies have you implemented to foster a diverse and inclusive workplace?
At Roccoco, we recognise the critical importance of fostering a diverse and inclusive workplace. With up to 40% of our workplace being neurodiverse, our strategies are aimed at creating an environment where all employees feel valued, respected, and able to contribute their best work. The key initiatives we have implemented include:
We understand that different employees have varying preferences and needs when it comes to their working environment. To accommodate this, we allow the use of headphones to block out noise. This strategy helps employees who need a quieter environment to focus and be productive. It also supports those who thrive with background music or white noise, catering to diverse sensory needs.
We maintain open communication channels to encourage feedback and suggestions from all employees regarding our diversity and inclusion efforts. This ensures that everyone has a voice in shaping our workplace culture.
How do you prioritize and manage your workload, especially when facing competing demands?
The first thing I look at is focusing on high-impact activities. I concentrate on tasks that drive the most value for the business. Is this task I am doing going to move the money needle? If not, then it is transactional and not a priority and can be done by someone else. By focusing on high-impact activities, I ensure that my time and energy are used effectively. You also need to remain flexible and adaptable. Reassessing as things change.
I use project management tools such as Trello to break down larger projects into smaller, manageable tasks. This allows me to allocate specific time slots for each task, ensuring nothing is overlooked. This allows the team to know what needs to be done and by whom, with timeframes also given for completion.
What are some key leadership traits that you believe are essential for success in your role?
Inspiring and motivating others to achieve their best fosters a high-performance culture. Recognizing and celebrating achievements boosts morale and drives engagement. You have to believe in your team often before they believe in themselves, I have found.
Having a clear vision is crucial as it helps guide strategic decisions and inspires the team. The ability to think strategically and plan for the long term ensures sustained success. It involves analyzing trends, anticipating challenges, and positioning the organization for future growth.
Accountability is also a leadership trait, because without it there can be no standards maintained or goals achieved. Accountability drives responsibility and commitment to results.
How do you measure the success of your team and the overall organization?
Financial metrics are obviously important. The business needs to have profitability, but it is not the only metric. Staff satisfaction is also another metric, as low turnover comes from happy staff. It is much easier to retain existing staff than to retrain a new one. One of the biggest metrics for success is the ability to pull off projects on time. This is crucial for business success but also staff morale.
How do you stay current with industry trends and advancements in technology?
I am always reading industry magazines to stay up to date with new raw materials and breakthroughs. Attending trade shows is important to personal development and for growth, as this is where you get creative ideas. Belonging to industry associations is also key to ensure your knowledge stays up-to-date. All of our scientists are members of the Australian Society of Cosmetic Chemists. I ensured they signed up when they joined my company.
What do you see as the biggest challenges and opportunities facing businesses in the next 5–10 years?
The biggest challenges are the increasing regulations, particularly in industries like skincare and cosmetics, which can pose significant challenges. Compliance with evolving standards requires ongoing vigilance and adaptability, which can be resource intensive.
Inclusivity and being able to meet that demand is difficult for smaller businesses that may not have the resources to produce 40 shades of foundation. This makes market penetration harder for Indie brands.
Consumers are becoming increasingly environmentally conscious, demanding more sustainable and eco-friendly products. Businesses will face the challenge of balancing profitability with sustainable practices, necessitating a shift towards greener production methods, packaging, and supply chains.
The opportunities lie in innovation. Advances in biotechnology, materials science, and other fields offer unprecedented opportunities for product innovation. For skincare, this means developing more effective, scientifically-backed products that address specific consumer needs.
The rise of e-commerce and digital marketing makes it easier than ever to reach global audiences. Businesses can expand their footprint beyond local markets, tapping into new customer bases and diversifying their revenue streams.
How do you balance the demands of your professional and personal life?
I think flexibility is key here. You need a supportive partner if you are in business, or it just doesn’t work. Every entrepreneur will say this, and it is probably the reason we often get divorced. Balance can be tricky. Your partner needs to be okay with you pulling hours when required, knowing that they will get your time and devotion at other times. I have been grateful that my husband David Drumond has been very supportive.
Website: roccoco.com
