Beauty Industry Veteran Sarah Creal Launches Her Own Line

Sarah Creal is one of the most influential women in beauty, but the likelihood is you’ve never heard of her. Behind the scenes, she is one of the industry’s most esteemed brand builders and product formulators, having contributed to the success of many beloved cosmetic brands, including Tom Ford Beauty, Aerin, Bobbi Brown Cosmetics, and, most recently, Victoria Beckham Beauty, where she served as CEO until her departure in 2022.

Now, after years of building other people’s beauty brands, Creal has launched her own—Sarah Creal Beauty, a luxury makeup and skincare brand designed for women over 40.

As she explained to Vogue, “I was craving a brand that was going to excite me, inspire me… I asked my sister, who was 55 at the time, whether she had a hard time finding products that work for her and she said, ‘my vanity is a graveyard of formulations that don’t work.’ And that was it. That was the spark. Sarah Creal Beauty was born.”

Leveraging over 30 years of product development expertise, Creal’s eponymous line is dedicated to delivering high-performance makeup and skincare essentials tailored to the specific needs of women over 40. In line with this focus, the brand exclusively showcases models, imagery, and language that represent and celebrate this demographic.

Sarah Creal Beauty prioritises wear, repair, and moisturisation, with scientifically advanced, multi-use products designed to elevate and simplify daily beauty routines. This includes ultra-hydrating formulas, mascara that doesn’t migrate, concealers resistant to creasing, and long-wearing makeup that doesn’t move.

The brand launches with eight products, which include the Brilliant Repair Shield, a SPF 50 Illuminating Serum Broad Spectrum Sunscreen that instantly gives skin a radiant, golden glow with no white cast; Back Of The Cab, a tubing mascara that delivers all-day smudge-proof lashes; Firm Offer, a 4-in-1 eye cream that visibly brightens, hydrates, smooths the eye contour; and Face Flex, a concealer and complexion enhancer that lasts 12+ hours without creasing or fading. Contained in sophisticated, highly functional packaging, all products are vegan, cruelty-free, Leaping Bunny certified, fragrance-free, and gluten-free.

The Sarah Creal Beauty collection ranges from $40 to $95 and is available exclusively at sarahcrealbeauty.com. Information regarding a UK launch is yet to be announced.