Aging is a topic ingrained in every aspect of the beauty industry. And not just on-the-nose topics like fine lines and wrinkles or gray hairs. Every product is designed with a particular consumer in mind, from the packaging to the formula. And more times than not, there’s an invisible expiration date associated with how those formulas will serve you. Suddenly, a mascara you’ve used since your early 20s is sabotaging you in your 40s. That is exactly what Sarah Creal wanted to address with the launch of her namesake brand.
As a three-decade beauty industry veteran, Creal is one of the most coveted beauty product developers of her time. “I’ve been the translator of other people’s visions and DNA. Almost like if this person were a product, what would they be? I have done that for Miuccia Prada, Ralph Lauren, Donna Karan, Bobbi Brown, Aerin Lauder, Tom Ford, and Victoria Beckham. I’m good at it,” explains Creal. “But ultimately, I was ready to do something completely unfiltered. So, this is me unfiltered, just doing my thing—and doing it for women.”
The eight-product launch hit the market at the beginning of June. We had the pleasure of chatting with Creal about the mission behind her brand, her thoughts on the 40+ beauty conversation, and the inspiration behind some of her standout products. Spoiler: You don’t have to be over the age of 40 to fall in love with this line.
Sarah Creal Beauty
Founded: June 2024 by Sarah Creal
Based In: New York
Pricing: $40-$95
Fun Fact: Sarah Creal has had a career as a product developer in the beauty industry for over 30 years working on brands such as Tom Ford Beauty, Victoria Beckham, Bobbi Brown, and more.
The Brand Mission
Before fully diving into this new venture, Creal and her co-founder Jill Golden performed a survey on 2000 female luxury beauty shoppers. Survey questions included: How do you feel about the beauty industry? Do you feel seen? Do you want to see people you relate to? What are the hardest things for you to address? “What came back was that 99% of women agreed a brand that addresses, educates, formulates, and reflects them was necessary,” says Creal. I didn’t just start with what am I missing in my makeup bag? I am taking my product development and marketing expertise—and I’m focusing on her.”
No matter your age, Creal wants everyone to interact with her brand and think, this is cool. “It’s no different than looking at a photo of a woman who is of a certain age, and you go, oh my god, she looks so cool. She looks so classy. She looks so comfortable in her own skin and I can’t wait to be that when I’m that age,” she adds. “This is kind of the product version of that.”
The 40s Beauty Conversation
Historically, products marketed for women over 40 have fallen short. What was missing was someone in that demographic (Creal is 54), who knows what products are needed and provides reassurance that quality beauty formulas are not too much to ask for. The one thing Creal hopes women take away from her brand is, “The sky is not falling. Yes, we are getting older, but let’s have some fun and not take ourselves so seriously.”
“There’s a lot of societal pressure to do things a certain way. I spoke to one of my close friends, who’s 10 years older than me, and she’s like, ‘I have done the opposite of aging gracefully. I look like I’ve been kicked down the stairs. So it’s not an option for me to age gracefully. But it is an option for me to have a great eye cream and a concealer that’s going to make me look like I’ve gotten more rest than I have.'”
This type of mentality is exactly what Creal wants to share through her brand. “I hope it creates a real community. I want to create a place to chat, laugh, maybe to commiserate a little bit [laughs].” She adds. “Women are put in a tough spot, but I hope we give them a little bit more of the strength to say, ‘fuck it.’”
The Packaging
At first glance, it’s clear this is not your average packaging play. The colors feel fresh. The designs are elevated. The entire aesthetic reads luxurious and stylish. So it should come at no surprise vanity appeal was crucial to Creal when creating her products.
The team sought to create packaging that had the same visual charm as your favorite luxury fragrance bottle. “That’s why the Moisture Source Essence looks like a tall glass of water and the Firm Offer brightening eye cream looks like a lighter,” Creal explains. These are all intentional choices that speak directly to her consumers.
Below, discover Sarah Creal Beauty’s innovative launches—from a volumizing tubing mascara to the lip balm you won’t leave home without.
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Back of The Cab Volumizing Longwear Tubing Mascara
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The biggest product revelation Creal found in her survey? Women are quiet quitting mascara. “In the research, it roughly netted out that by the time you’re 48, you start checking your eye makeup about an hour after you put it on. The makeup is not keeping up with you,” she explains. “The mascara is like the canary in the coal mine. What’s really happening, is the eye cream and concealer you’ve added over the years have oils in them. And they act as a makeup remover to your mascara, resulting in raccoon eyes.” Her solution is a volumizing tubing mascara that won’t budge with the interference of oil. The formula also has shea butter, a key ingredient to help condition and soften the lashes. One coat is clinically proven to last over 12 hours, but the product is still very buildable.
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Face Flex Concealer & Complexion Enhancer
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A very important skew to Creal was creating a concealer. This formula is hydrating and has adequate coverage, but won’t cake. And it’s not only reserved for under the eyes. Swipe across any areas where you want a complexion boost and blend it out. The initial launch includes a flexible range of 10 shades.
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Firm Offer 4-In-1 Ultimate Eye Cream
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Meet the eye cream. This formula targets dark circles, fine lines and wrinkles, and adds hydration. The cream even has a slight illuminating tint to brighten the area upon application. Creal suggests wearing it alone (perfect before morning errands) or layering concealer on top for more coverage. Not only is the bottle meant to mirror a lighter (cute), but the packaging is refillable.
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Brilliant Repair Shield SPF 50 Illuminating Serum Broad Spectrum Sunscreen
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The Brilliant Repair sunscreen has been getting extra attention since launch. Think of this like the grown-up, very chic version of the Gen Z-coveted bronzing drops. “I am proud of this formula because it ticks so many boxes. It gives you a bronzy glow. It’s reparative. It has bakuchiol, antioxidants, and niacinamide, so it lightens existing sun damage while protecting with a patented zinc oxide,” says Creal. Use this as your daily base or you can mix it with your complexion or hydrating products for a more subtle tinted result.
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Moisture Source Bi-Phase Brightening Essence
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The creation point, as Creal calls it, for this product came out of a conversation with a friend. “I got a phone call from my best friend Nelly. She had just done a radio frequency microneedling. She was using a barrier cream for three days, but felt like her face was going to crack off. She told me she needed something nourishing. Of course, I’m that [product recommendation] person for all my friends. But I had nothing to give her. I realized I really need to make this.”
Far from a traditional essence, it is almost better to compare this product to a liquid moisturizer. To create something that had both an oil and water phase, Creal took the binders out of the formula. “Binders are the thing that makes a cream look like a cream,” she adds. This allows the water to go deep into the skin while the oil seals it in. The result? A very thin fluid that delivers immediate hydration and locks it in for over 24 hours.
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The Adults Are Talking Solid Serum Lip Repair
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This is not your average lip balm. The magnetic top feels expensive and so will your lips after using this healing formula. “I’ve always loved formulating lip balms my entire product development career. When creating this brand, I wanted to launch a stick balm that delivers on all fronts,” says Creal. “This is a serum balm that is loaded with capuaçu butter and peptides for both intense moisture and repair as well as a touch of lactic acid for exfoliation. I use it day and night—it is always on the go with me!”
