5 minute read
WELLBEING & BEAUTY: SKIN DEEP
SKIN DEEP
Born from the chaos of clunky salad bowls and melting ice cubes, Face Dunk transforms the messy skincare kitchen hack into a sleek science-backed ritual.
From fire to ice, Face Dunk is the brainchild of entrepreneur and Ironman Ian Roche—founder of the hugely successful 1300 Smoke Alarms empire and now the creator of a category-defining skincare innovation.
A viral TikTok trend and one too many salad bowls sparked the idea, thanks to his teenage daughter Isla, who introduced him to the ice facial movement. From Bella Hadid to Hayley Bieber and the Kardashians, everyone was plunging their faces into freezing water in the pursuit of glowier, tighter and more refreshed skin. Roche recognised the opportunity and the absurdity: salad bowls, cold water and no real system. Inspired by Isla, he set out to reinvent the ritual, creating the world’s first advanced cryotherapy system, engineered for comfort, results and repeat use.
“Skincare is something we all care about, whether you are male or female, we all care about achieving a clean and natural glow,” he explains.
“When we saw celebrities and beauty industry experts dunking their faces into salad bowls of ice water, it was both fascinating and frustrating. The method clearly worked but it was messy, uncomfortable and if not done correctly, damaging to skin. We set out to create a safer, more effective and more elevated alternative.”
After 18 months, over 50 prototypes and countless hours of testing, Face Dunk was born. It combines science, design and skincare into one complete system. At its core is the patented bowl, purpose-built to create the perfect water-to-ice ratio for safe and effective cryotherapy without the sting, mess and uneven cooling of previous DIY methods.
Paired with the scientifically formulated Glow Drops that activate in cold water, the experience delivers deep hydration, brightening and collagen support with ingredients such as hyaluronic acid, Kakadu plum and Tasmanian kelp.
“The biggest challenges came down to engineering a bowl that could safely hold the perfect water-to-ice ratio, avoid spills and maintain the ideal temperature while being comfortable and suitable for every face shape. Then came the development of our ice-activated Glow Drops with Australian skincare scientists, which was science challenge of its own. Seeing it all come together in a patented, world-first innovation makes every hurdle worth it.”
Australia is known for its clean aesthetic, clear blue skies and deep connection to water and the outdoors. Face Dunk naturally complements that lifestyle, adds Roche.
“It is simple to use, feels instantly refreshing and delivers visible results in minutes. Our Glow Drops are scientifically developed in Australia, vegan friendly, fragrance free and designed to make skin look brighter, smoother and more hydrated after just one week.
“For consumers, it is an at-home ritual that feels indulgent yet easy. For stockists, it is a high-impact hero product with strong storytelling, premium packaging and the ability to draw attention in-store or online. In short, it is a modern beauty experience that captures the Australian spirit.”
It is a beauty too that cannot be replicated because it is built on patented design, precision engineering and clinically considered formulas.
“It offers stockists an entirely new category with proven results, strong visual appeal and worldwide viral demand. Our target market includes skincare lovers of all ages and skin types, from younger customers seeking instant glow and de-puffing, to more mature users looking for firming, hydration and long-term skin health benefits.”
Face Dunk further modernises the ritual through its included Face Dunk App, offering guided timing, calming audio and custom routines that turn each session into a sensorial reset.
“We wanted Face Dunk to be more than just a product. The Face Dunk Coach App turns a simple ice facial into a guided personalised ritual. It walks users through correct dunking techniques and timing based on their skin type and goals, while offering mood music, soundscapes and smart lighting to create a calming atmosphere.
“This not only improves results but also encourages repeat use. As the app continues to evolve, it will include more education on cold therapy, mindfulness tools such as breathwork and tailored routines. This positions Face Dunk as not just skincare, but a full self-care experience that adds value far beyond the physical product,” Roche enthuses.
Now in her first year of university, Isla remains deeply involved behind the scenes from early product testing to shaping creative direction and copy.
“Any parent will know that teenagers can be a challenge at times, but launching a business together has been the most rewarding journey. Isla brings fresh ideas, a finger on the pulse of beauty
trends and a creative spark that helps shape our social strategy and product positioning.
“We are very different and that is what makes it work. I bring structure, experience and big-picture thinking, while Isla brings creativity, instinct and an understanding of what people really want. I am the framework and she is the sparkle. It is a partnership that works because we respect and learn from each other.”
The pair’s vision for Face Dunk extends far beyond the current kits. “We are developing an entire pre- and post-skincare line designed to work in synergy with the Face Dunk ritual, expanding the app with more personalisation and entering new global retail markets. We are also exploring celebrity partnerships and brand collaborations,” says Roche.
“The goal is to evolve Face Dunk into a complete selfcare ecosystem that is as effective and results driven as it is enjoyable and shareable. With a rapidly growing customer base we’re proving to be a brand that innovates at the forefront of beauty and wellness.”
