Not that we’re biased or anything but we do love a good story involving sisters and recently launched organic skincare brand BY SARAH have just that.

We caught up with their founder, Sarah (of course) to tell us the story of how she redirected her marketing and communications career for her love of organic living.

Why did you start BY SARAH?
BY SARAH was born out of my love for skincare but a frustration at the lack of clarity and transparency of ingredients and labels in natural and organic skincare.

This was heightened when I was searching for skincare to soothe my sister’s (Lauren) sensitive skin when she was recovering from leukaemia in 2012. I found it almost impossible to tell what was in the products; many natural and organic ranges had long, cryptic ingredient lists and sometimes confusing and misleading labelling.

So I decided to hand-blend my own products and these blends were soon loved by my friends and family too – and BY SARAH was born!

How did you get into organic skincare?
I love organic food and as I learned more about the benefits of organic farming, I started to look more closely at the skincare I was using and encouraged my friends and family to not just eat organic but to only use organic skincare too.

When did you start being conscious about the environment and wanting to start something that was both organic and sustainable?
My sister and I both love nature – whether it’s walks on the beach or hiking in the countryside – and so it made perfect sense to create a brand using only all-natural and organic ingredients. Our plant-based ingredients are certified by The Soil Association which guarantees that each one has flourished under the strictest requirements of organic farming.

Why is organic important to you?
We only have one planet and so we need to look after it as best as we can. Organic farming is the best way we can achieve this and so choosing organic options wherever possible is really important.

How do you and your sister work together?
Lauren joined BY SARAH at the launch of the company in November 2017, having previously worked as an investment funds lawyer in London, New York and the Caribbean. We work together super well and closely on all aspects of the business! I lead on the creative direction (you’ll most likely find me working on new product development or designing the next photoshoot) and Lauren takes on the operations (and is currently planning our next business trip to New York).

How did you learn how to make skincare?
I have been interested in skincare since school-age and can remember giving a presentation (aged 14) at school on how to cleanse, tone and moisturise – and preparing an A3 demo board! Years of reading, research and working in the [commercial] beauty sector have given me the tools I needed.

What do you say to people about why they should transfer to organic, sustainable products?
Do you really know what you’re putting on your skin? If you don’t understand what an ingredient is or does, then the chances are it’s not natural or organic – and so you might consider switching to something else.

Why do you think we need to really step up and be conscious of what we’re using on ourselves and putting out there in the environment?
Our skin is our largest organ and, just as we ingest the food we eat, our skin absorbs the products that we put on it. So it is well worth paying attention to the products that we use. We’re big advocates of less is more in skincare and we use only the finest all-natural and organic ingredients and we’re pioneering upfront labelling – providing a full ingredient list on the front of our products so you can know exactly what you’re putting on your skin. We handcraft each of our products too which means there is no waste or toxic by-products. And the glass bottles and jars can be recycled so we’re minimising our impact on the environment as much as possible.

Follow them @bysarahlondon and check out their website


About Delphine

Procrastinator. Early bird. Big fan of dogs and the outdoors. Will eat anything vegan (especially if it involves potatoes.) Zero-waste striver. Never without curled lashes.

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