Sarah Creal, co-creator of Victoria Beckham Beauty and a product developer with over 30 years of experience, has launched a beauty brand aimed at women over 40, a demographic she felt was being overlooked by major companies in favour of teenagers.
Creal, who is 56, identified specific beauty challenges for her generation, such as hooded eyelids and decreased product wear time, and decided to create a range for mature, busy women who love luxury but find their current products no longer serve them. The brand, Sarah Creal Beauty, launched in the US in 2024 and is now available in the UK at Space NK and via Creal's website.
Product Highlights and Quality
The range includes several standout products. The Eyes Up Creamy Kajal Longwear Liners, priced at £28, outlast any liner tested, with no smudging, fading, or migrating for over 12 hours. Moisture Source, a liquid moisturiser at £30, provides a plump, glassy glow without grease. Face Flex Correct, at £44, is noted for wiping out signs of perimenopausal insomnia.
Some products are less recommended, including the sunscreen, which is considered too pricey in a strong category, and the eye cream, which pills. The bronzer is loved by those with dry skin but may not suit oily skin types. Creal has several new launches in development.
Industry Impact and Future Direction
The downside, inevitably, is that Sarah Creal Beauty is expensive. However, its influence is spreading. US mega brand CoverGirl has formally announced it will no longer chase gen Z, focusing instead on middle-aged consumers. Luxury brands that once scoffed at being stocked at M&S are now seeking shelf space at one of gen X's favourite beauty retailers.
In financially precarious times, some basic respect for your customer pays.
