“A busy brain is a happy brain — and that’s a good job as I’m hella busy”: Rochelle Humes, the It-woman

Rochelle Humes exudes the ineffable quality of an It-girl. Yet, with so many notches to her ceaseless string of achievements, the thirty-six-year-old merits a more sophisticated title. Yes, Humes is an ‘It-woman’. She sits across from me in her pyjamas, looking far from having rolled out of bed, hair glossy and skin glowing. With one eye on me and one on her children, who are playing across the room, Humes delves into her mega plans for the year ahead. The London-based singer turned presenter, turned broadcaster, turned business owner and founder has always found a way to stay relevant in today’s ever changing world — and in turn, is hot media property. 

Among everything else, Humes is an ambassador for Dylon Detergent. Besides the obvious parallels (three children getting their clothes dirty on the daily), the brand is all about living life in bright colour — and Humes does exactly that. From starting out in the industry age twelve in S Club 8, a spin-off of the pop group S Club 7, to topping the charts in girl band The Saturdays, to launching her own family skincare and haircare business, My Little Coco, to founding her podcast, Ladies Who Launch, Rochelle has been hustling her whole life. And that’s just how she likes it.

Sophie Mayhew: You were in the limelight from a very young age. How do you think that affected you, and what lessons have you taken with you?

Rochelle Humes: I think I’ve probably got the thickest skin in the world. I don’t think you’ll meet anyone with thicker skin than me. I’ve been in [the industry] for such a long time. Being young, [I] always heard the negatives or focused on the things that [I] needed to improve on, but I’m actually really grateful for that, because it made me want to really master the craft of whatever it was that I was doing.

SM: Was there anyone in particular that you looked up to, or who inspired you when you were small?

RH: All of those Disney stars. That era, for me, was super inspiring. Then, entering the industry at such a young age was actually such a benefit because it gave me such an understanding of the industry. We were all really lucky to have [had] such a good experience of being in a girl band, too. And looking back, we were really sheltered.

“I think I’ve probably got the thickest skin in the world.”

SM: You were part of The Saturdays for seven years until the group took a hiatus in 2014. But you never actually broke up, right?

RH: Everyone wanted that drama for us. They couldn’t understand the idea that, actually, five girls [could] get on. But no, we didn’t [split]! Don’t get me wrong, we had disagreements, but we were like sisters. Everyone expected [being in a girl band] to be really traumatic, but it wasn’t. We’ve always had such respect for each other. I don’t think we even planned to not do anything again. It was more like, I wanna try this thing, or, Yeah, I’m having these conversations. We were all really open about it. We were all interested in doing our own thing for a bit, and excited to see what could run alongside our music careers. But I think we probably do owe the record label an album…

SM: Which do you prefer: music or TV?

RH: They’ve both been such important parts of my career. I actually love that you don’t have to choose. That’s been the story of my whole life — and my career, too. Pivoting and trying something else, going with whatever lights you up at that time, it’s okay to do that, and it’s fun! For me, variety is the spice of life. What I do and where I’m at now is exactly where I want to be. 

“They were taking a risk on me.”

SM: Between having your children, you created a family skincare and hair brand, which has been a catalyst for other beauty brands, especially those for women and children of colour. What was the spark for you in creating your own business?

RH: I’ve been fortunate enough to work with so many incredible brands. I’ve always been the one that was interested in the behind the scenes of it all, so I really wanted to do something for myself. Now it’s quite common for a celebrity or influencer to launch a brand, but back [in 2017], I was the first one. They were taking a risk on me. I faced a lot of push back from manufacturers, deeming the products not [to be] a necessity. If I’d have had these conversations post the Black Lives Matter movement that was so strong in 2020, the retailers that had said ‘no’ would have bitten my hand off. The proudest part for me is sticking to my guns and making it happen. That gave me a whole new level of confidence, and was almost the lightbulb moment in knowing how my career would move forwards. 

SM: How do you juggle it all, and what keeps you grounded day to day?

RH: For me, a busy brain is a happy brain — and that’s a good job, as I’m hella busy. I think the idea of balance is a myth. I think women are expected to have [it], and it’s really unrealistic. I’m always on. And I’m not gonna worry about it. I like it. I love what I do. Life is a bit of a seesaw. The sooner you become comfortable with that, the better. 

I love that my kids see me working and they notice my achievements. I can see that it really inspires the way they will work. Ultimately, my kids and my family come first, which is why I’ve built my life around it — why we have a family brand and a family show. That is the centre of it all, and everything then builds on top. I think it’s really important that the kids see that [my husband, Marvin, and I] both have dreams, and that they don’t die when you become a parent. And that it’s okay for those dreams and goals to change. 

“I think the idea of balance is a myth.”

SM: Is there anything you do at home to make your life easier? 

RH: I get all of the kids’ uniforms out on a Sunday and divide and conquer — all with the help of Dylon, of course. The renewal element of the brand is so important to me. For the kids to be able to wear items that their siblings have previously worn brings me a lot of joy. It really keeps all those memories alive.

SM: You launched Ladies Who Launch for women interested in female entrepreneurship. What does your podcast bring for you?

RH: It was really quite self-indulgent, to be honest. I was finding that whenever I was at events, I would always gravitate towards the women in the room that were doing exciting things, and was desperate to pick their brains. It was the definition of a passion project. But I didn’t think it would build the community that it has. This year I’m going to take on sponsorship so that I can really help and invest in those start-ups, and support those women. That has now become the goal. People need to know how underfunded women’s businesses are. Female-founded start-ups only receive two percent of global funding. That has to change.

“Sometimes [social media] is a real pleasure, sometimes it’s a real pain.”

SM: What’s the best piece of advice you’ve received?

RH: Marcia Kilgore said, “Your gut is data that you can’t verbalise.” I think that is so true. I’ve got so much better at going with my gut feeling.

SM: Do you think that having a big social media presence is key to staying relevant? 

RH: Yes and no. For some people, it’s built their whole universe, and I think it’s incredible. People assume that because you’re a celebrity, you also know how to make good content. That’s just not the case. It’s hard to get people to engage with your life, or to promote a brand that you’re really passionate about without it looking like an ad. Sometimes [social media] is a real pleasure, sometimes it’s a real pain. 

SM: What are you promoting next?

RH: I’m launching another business this year. I can’t say what that is yet, but I’m really excited about it. And it’s a big year for My Little Coco — we’re taking on a whole load of new retailers. For the podcast, we have our first live show and I’m taking on sponsorship so I can fund more women in business. The Hit List has also just been recommissioned for a ninth series, so that’s awesome. More of the same basically, and elevating it. I’m pinning a lot on 2026!

SM: Finally, what’s the most important lesson that your career has taught you?

RH: Nobody knows you better than yourself. It’s taken me a while to know what that even means. Trusting yourself and not putting a ceiling on anything — that’s what I want my kids to know. Ultimately, don’t put yourself in a box, because that isn’t what life’s about. Life can take you to so many different places if you’re open to it.

Rochelle Humes is the brand ambassador for Dylon Detergent. Dylon cleans and renews clothes to look and feel like new in just 10 washes. Available at major retailers.