While brands like Bubble, Florence by Mills, and Starface are making waves among younger skin-care enthusiasts, there’s another name that deserves your attention—especially if you’re part of the Gen-X crowd. Enter Sarah Creal, a luxury skin and makeup brand by the co-founder and former CEO of the wildly successful Victoria Beckham Beauty. With a résumé that includes stints at Tom Ford Beauty and Bobbi Brown Cosmetics, Creal is bringing her expertise to the forefront with a brand designed specifically for the unique beauty needs of Gen X skin. And it’s already making waves: the brand has officially arrived at Sephora, and it’s about time it’s on your radar.
“I wouldn’t be going there if they didn’t have this customer,” Creal told The Business of Fashion, who announced the Sephora partnership. “They clearly have this customer, but what we agree is that she could use a destination brand, and this could be a destination brand for her.”
This ethos is also what inspired her to launch the brand in June. The “About Me” page of the brand’s website reads: “You could say that Sarah grew up in the beauty industry. Trouble is, the beauty industry hasn’t exactly kept up with her. Over the years, she has witnessed great advances in ingredients and technology. Yet, most of the products out there are still being developed for women in their 20s and 30s, whose young skin, young eyes, young lashes, and young lips simply do not require the performance that more advanced features do.”
When her go-to products stopped working—concealer too dry, mascara smudging—Creal had a moment of clarity: “Why is no one talking to me? Where are the cool, aspirational luxury brands catering to women my age?”
The result? Sarah Creal, the brand. Standout products include broad-spectrum sunscreen, firming eye cream, brightening essence, a hybrid foundation-concealer duo, tubing mascara, and a lip balm. And, as promised, the lineup is as aesthetically pleasing and enjoyable to use as Gen Z favorites. See for yourself below.
WWhile you can already shop the brand directly through its website, its move into Sephora is a major step to increase visibility—and make it easier to rack up those Sephora member points.
Shop Sarah Creal
