In a recent exclusive interview, Adam Mendler, CEO of The Veloz Group, engaged in a compelling conversation with Fernando Acosta, the Chief Executive Officer of RoC Skincare. Acosta shared his insightful journey to leadership, the strategic steps behind RoC Skincare’s impressive growth, and his perspectives on effective leadership in the dynamic skincare industry. For those interested in the nuances of brand building and leadership within the competitive skincare market, Acosta’s experiences offer invaluable lessons.
From Employee Number One to Leading a Skincare Revolution
Reflecting on his career trajectory, Acosta recounted his journey to becoming CEO of RoC Skincare. “The saying that the biggest challenges also bring the biggest opportunities? That’s how I felt recruiting every single person on our RoC Skincare team, one by one,” Acosta shared. He started as the first employee in early 2019 after Gryphon Investors acquired RoC Skincare from Johnson & Johnson. Today, he proudly leads a team of 50 professionals across global hubs like New York, London, Hong Kong, and Shanghai, establishing RoC Skincare as a rapidly expanding skincare brand.
Before taking the helm at RoC Skincare, Acosta spent 25 years honing his expertise at Unilever and Avon Products. He emphasized the privilege of learning from inspiring industry leaders, seeking to understand their driving forces. Reaching the age of 50 marked a pivotal moment for Acosta. He decided to take a year for personal reflection, a period he describes as a crucial investment in himself and his future. This sabbatical began with a focus on health, joining a fitness club and engaging with trainers. He also participated in an executive leadership program at Singularity Group, immersing himself in disruptive technologies beyond the consumer packaged goods (CPG) world. Crucially, on his wife’s advice, he worked with executive coach Nick Craig for six months. This coaching led to his purpose statement: “Never stand still. Always aim for 10X not 10%. Enjoy the roller coaster ride!” This mantra fueled his desire for a challenging role, leading him to the “dream opportunity” at RoC Skincare.
Key Strategies for Scaling a Skincare Business: The RoC Skincare Approach
When asked about the essential steps for business growth and scaling, Acosta highlighted three core strategies that have been instrumental in RoC Skincare’s success.
1. Defining Values and Purpose: The Foundation of RoC Skincare
Acosta stressed the importance of establishing clear company values and brand purpose as the cornerstone of all business activities. “Once that vision is clear, you can find the right people to join your team, the people who align with your values.” At RoC Skincare, this translates to challenging negative narratives around aging. As a brand dedicated to skin health, RoC Skincare aims to reframe the aging conversation, a value deeply embedded in their brand ethos and product development. This clear purpose helps RoC Skincare stand out in a crowded market.
2. Building Trust Through Proven Promises: RoC Skincare’s Commitment
In the saturated skincare market, filled with often confusing claims, Acosta emphasized the critical need for trust. “Like every industry, it’s important to build trust by delivering on your promises.” This commitment is encapsulated in RoC Skincare’s slogan, “We Prove Our Promises,” underscoring their dedication to efficacy and transparency. By consistently delivering on product claims, RoC Skincare cultivates a loyal consumer base and earns the trust of dermatologists who frequently recommend their products, creating a positive growth cycle for the brand.
3. Customer-Centric Adaptability: Listening and Evolving with the Skincare Consumer
Acosta underscored the necessity of actively listening to customer feedback and adapting business strategies accordingly. “Being open to feedback is one of the most important practices as a business.” RoC Skincare values direct customer input to inform product innovation. Beyond current customers, staying attuned to industry trends is crucial. For example, observing the increasing consumer interest in in-office dermatologist treatments, coupled with a hesitation towards invasive procedures, RoC Skincare identified a market gap. This insight led to the development of the Derm Correxion line, offering consumers effective alternatives to expensive, invasive treatments, demonstrating RoC Skincare’s responsiveness to consumer needs and market trends.
The Four Pillars of Effective Leadership: Insights from the CEO of RoC Skincare
Acosta believes effective leadership is built on a balance of four key qualities: humility, curiosity, grit, and gratitude. He notes, “The older I get, the more I realize how little I know. But that’s a great realization to have—because I’m always surrounding myself with people who can teach me.” Humility drives him to continuously learn from others, recognizing that expertise is distributed and collective. Curiosity fuels his constant quest for knowledge, especially in the rapidly evolving skincare industry. Grit is essential for pushing beyond “good enough,” striving for excellence and attention to detail. Finally, gratitude emphasizes the importance of investing in people, listening to them, and expressing appreciation.
For leaders seeking to enhance their skills, Acosta advises continuous self-development and curiosity. “As a leader or aspiring leader, it’s so important to be your own advocate, because only you know what you really need.” He highlights the value of seeking mentors, executive coaching, and continuous learning opportunities.
Acosta’s top three tips for entrepreneurs, executives, and civic leaders are: find your passion, be prepared, and be authentic. Passion fuels dedication, preparedness ensures effectiveness, and authenticity builds strong relationships.
In team building and management, Acosta stresses recruiting individuals passionate about the company’s mission and aligning with brand values. He advocates for open communication and leveraging individual strengths by acknowledging and praising good work, fostering confidence and growth.
Regarding sales, marketing, and branding, Acosta champions consumer obsession. “Creating a consumer-centric company is not easy, but it is the glue for all functions.” He believes that successful companies are driven by a clear brand purpose, internally and externally. In skincare, this means providing credible information—customer reviews, dermatologist recommendations, and before-and-after photos—to build trust and demonstrate product efficacy, a cornerstone of RoC Skincare’s marketing strategy.
The best piece of advice Acosta ever received, “Your attitude defines your altitude,” serves as a constant reminder, particularly in challenging situations, underscoring the power of a positive mindset in leadership and business.
This interview was conducted by Adam Mendler, CEO of The Veloz Group and host of the Thirty Minute Mentors podcast. Follow Adam on Instagram and Twitter @adammendler and subscribe to Thirty Minute Mentors on your favorite podcasting app.
