The Groundbreaking Brand For Women Over 40

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.

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.