In conversation with BY SARAH

on September 14, 2018

This week Les 100 Ciels met Sarah and Lauren, sisters and founders of BY SARAH, a UK skincare brand focused on high quality, natural ingredients. Read on as the pair chat to us about their bold and empowering mission to bring greater clarity, authenticity and simplicity to skincare.



Tell us about BY SARAH

BY SARAH LONDON is tackling the issue of transparency in skincare and advocating a more conscious way of living. Using only the finest certified-organic and ethically-sourced natural ingredients, we believe you should know exactly what you’re putting on your skin and it’s why we detail a full ingredient list on the front label of each of our products – absolutely nothing hidden, artificial or synthetic. We’re the only UK skincare brand to do this consistently across our collection. Founded and run by myself and sister, Lauren, from our studio in West Sussex, England.


What sparked your interest in skincare?

I worked in the beauty industry for over 10 years and have been crafting skincare at home since I was a young teenager. I took my passion much more seriously six years ago when Lauren was recovering from leukaemia. I was unable to find skincare that I trusted as many natural and organic ranges had long, cryptic and often confusing and misleading labelling. So I made it my mission to create my own blends using best certified-organic and sustainably-sourced plant-based ingredients to soothe and nourish Lauren’s sensitive skin. And the finest of my blends have become the BY SARAH collection.


How do influences from your past find their way into BY SARAH?

When I decided to create plant-based blends specifically to help Lauren, my benchmark was creating skincare that is of the highest quality, completely toxic-free and safe enough to use on babies’ skin (Lauren’s skin was as sensitive as a newborn baby’s). From this place, I saw that there was a real need to make skincare much easier to understand and to be authentic about the ingredients that are used. That’s why we only use the highest quality certified-organic and ethically-sourced natural ingredients and list them in full on the front label.


How has the brand evolved since you launched?

We launched the brand in November 2017 and are thrilled to have won 5 industry-leading awards to date, including our Organic Facial oil being awarded the Best New Skincare Product Launch by The Beauty Shortlist just 4 months after we launched – this was a truly magical moment! We’re having so much fun connecting with our incredibly-engaged following on social media, meeting our customers at events and pop-ups and frequently assessing how we can better serve our customers, whether that’s through specific topics in our blog posts or one-on-one skin consultations with me.


You act consciously regarding your ethical and sustainable production. Do you also reflect this in your daily life choices?

Transparency and sustainability is at the heart of our brand mission and we’re both intrinsically linked to the brand- that in many ways is a reflection of how we live our lives. We’re big believers that less, of the best, is more – choosing organic products wherever we can is the best way to support this belief. Organic farmers nurture the richest soils for our crops to thrive in which is beneficial for wildlife and the wider environment, now and in the future.


What is the biggest lesson that you have learned since you started BY SARAH?

Launching a new skincare brand in a highly competitive market is one of the hardest things we’ve done. You need patience – and a lot of it! Celebrating the small wins is crucial in acknowledging how far we’ve come in such a short space of time. Every new customer and positive comment means we’re one step closer to helping people lead more empowered and conscious lives.


What would you like to achieve in the near future?

Starting with bringing greater transparency and authenticity to natural and organic skincare, our dream is to become your go-to wellness brand for all your skincare, lifestyle and well being needs. Watch this space…


What’s your motto?

I live by Lauren’s favourite motto, which is “Live life as if everything is rigged in your favour” – Rumi.


The Les 100 Ciels team are always looking for like-minded brands to collaborate with and we were so excited to discover BY SARAH! Their commitment to transparency and ethical production for skincare is a pioneering force that we are proud to support. A range of BY SARAH products is available in our St Christopher’s Place store in Marylebone.


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