Key takeaways
- Gem & Tonic is a new beauty brand co-created by Gemma Atkinson and her community.
- Designed for active women, the range offers fuss-free, high-performance skincare and haircare.
- Products feature gemstone-infused formulas combined with proven actives and botanicals.
- The launch includes a body lotion, face cream and hair mist – each tailored for busy routines.
- The brand plans to expand with new launches and retail partnerships.
British TV actress Gemma Atkinson has launched a new beauty brand, Gem & Tonic, designed for active women seeking fuss-free self-care that fits effortlessly into busy routines.
The range features high-performance, mineral-rich, gemstone-infused formulas that energise, nourish and protect both skin and hair.
The launch collection includes three products:
- Boost & Protect: Energising Body Lotion, which is enriched with olivine and malachite to revive tired skin and shield it from environmental stress. The natural scent of sandalwood and geranium offers a calming sensory lift, while ingredients such as DeoPlex, Aquaxyl and arnica support all-day comfort, hydration and energy.
- Replenish & Rescue: Hydrating Face Cream. A daily-use fragrance-free cream that features hematite to support collagen production and skin renewal, quartz extract for radiance, and azelaic acid to calm inflammation and improve texture. With squalane and sodium hyaluronate for intense hydration, it delivers visible results without complicating routines.
- Revive & Refresh: Hair & Scalp Mist. A post-workout, between-wash-day refresh in a bottle. Unlike traditional dry shampoos, this mist leaves no residue. Powered by amethyst, moonstone and tapioca starch, it absorbs oil, soothes the scalp, boosts shine and revitalises roots quickly
We spoke to the brand’s Managing Director, Leyla Cooper, to learn more.
Cosmetics Design-Europe (CDE): Why did you decide to create this beauty range?
Leyla Cooper (LC): As a busy mum and broadcaster, our founder Gemma Atkinson wanted to create a skincare and haircare range that would suit her lifestyle—effective, fuss-free and powered by gemstones.
CDE: What was most important during the R&D phase?
LC: Performance and simplicity above all. The products had to deliver real results, feel enjoyable to use and work for people with busy lives. We also wanted the range to feel uplifting, with fragrances and textures that make everyday routines feel like a mini ritual.
CDE: Why gemstones?
LC: Gemma has always loved gemstones for their unique mineral properties. They add an extra dimension to our products. We’ve combined them with proven active ingredients to create a range that balances science with nature and makes everyday self-care feel a little special.
It was important that gemstones weren’t just included for storytelling value. We focused on those with functional synergy and cosmetic benefits. We worked closely with our labs to ensure each gemstone blend interacted well with other ingredients and didn’t compromise texture or stability.
CDE: What other ingredients have you used and why?
LC: We’ve combined gemstones with natural botanicals and targeted complexes that support skin barrier protection, clarity and moisture regulation—while remaining gentle enough for daily use.
CDE: Why launch with these three products?
LC: These are the products Gemma uses most often in her own routine. We validated this through polls with thousands of women in our community. They’re core essentials designed to make the biggest difference with minimal effort. Starting with a focused range also allowed us to perfect the formulas before expanding.
The range has been co-created with Gemma’s community. From the beginning, they’ve helped shape the brand name, products, fragrances, packaging and more. They remain a key part of Gem & Tonic.
CDE: What retail channels will you use?
LC: We’ll begin as a direct-to-consumer brand and plan to launch with retailers as we grow.
CDE: Any plans for expansion?
LC: We’re launching with three core products, with a new launch planned later this year. We aim to release around two new products per year.
