JAMAICAN skincare manufacturer Irie Rock has expanded its product portfolio with the launch of three new facial cleansers as the 17-year-old company moves to address a wider range of skin concerns beyond its core acne treatment segment.

Managing Director Racquel Brown said the new line builds on the brand’s established tea tree and witch hazel acne system, which has historically dominated Irie Rock’s revenues and underpinned its growth in the local skincare market.

“Because of that line, it has allowed us to build a following that we were able to launch our glycolic line of products and serums and now our new fresh cleanser line of products,” she told the Jamaica Observer in an interview.

The company, which distributes through more than 200 retail outlets islandwide, has also developed export channels to the United States, United Kingdom and Cayman Islands via its website and Amazon shopfront, allowing it to supply overseas customers directly. The newly introduced cleanser range, launched at Expo Jamaica last year, comprises three formulations targeting specific skin conditions. These include a glow cleanser containing vitamin C, glutamine and perlic acid for dull or ageing skin; a brightening cleanser with kojic acid, arbutin and lactic acid, ingredients commonly associated with improving the appearance of hyperpigmentation and uneven skin tone. The formulation is intended for individuals dealing with dark spots and melasma. Completing the line is the Hydrating Gentle Cleanser, infused with glycerin and developed for sensitive or barrier-damaged skin. The product is formulated to cleanse without stripping moisture and is suitable for daily use across all skin types requiring mild care. These new products, according to Brown, address a previously unmet need within Irie Rock’s portfolio.

“We realised we didn’t have a cleanser that we could recommend for that consumer that really has eczema, damaged skin barrier, or sensitive skin that we could recommend as the perfect fix for this individual,” she told the Business Observer.

The company has also recorded strong performance from its glow serum and vitamin serum products, which Brown said have been recommended by dermatologists.

“These three cleansers are targeted to meet each individual’s skin where it is. Specifically formulated to treat each skin issue,” she said.

Brown founded Irie Rock after struggling with her own acne-related skin challenges, initially creating formulations to treat her personal condition. The company has since expanded to more than 60 products, driven by her recognition that skincare concerns extend beyond the physical and often carry deep emotional and confidence-related implications.

“When you’re insecure about something like your skin, it has a deep-rooted effect on you emotionally, from a confident perspective, and when you find that solution, it’s a relief,” she said.

The new product development remains deliberate and phased, particularly in a local market where consumer adoption of Jamaican-made products can take time. The new cleansers are available through Irie Rock’s website and retail distribution network, though the take-up is still being monitored as the company continues its marketing push.

“Irie Rock only puts out great products because we take time to do testing and formulation,” she said. “When we put it out, we want to make sure it’s a success.”

Irie Rock’s new skincare products, three cleansers to tackle varying skin challenges.

BROWN…we realised we didn’t have a cleanser that we could recommend for that consumer that really has eczema, damaged skin barrier, or sensitive skin that we could recommend as the perfect fix for this individual.