Well with Arielle Lorre - 479: Rich Girl Skin, Makeup Hacks & Looking Hot After 40 with Sarah Creal
Episode Date: September 2, 2026Sarah Creal has spent decades behind the scenes of the beauty industry, developing some of its most iconic products and working with some of the biggest names in beauty—including spearheadi...ng the collaboration between Victoria Beckham Beauty and Augustinus Bader. Now, she’s building a brand specifically for women over 40, a demographic she believes the beauty industry has largely misunderstood, underrepresented and, in many cases, ignored.In this episode, Sarah joins me for a very honest conversation about beauty, aging and what women actually want as they get older. We talk about what she learned from surveying thousands of women over 40, why so many products are still formulated and marketed with much younger women in mind, tokenism and representation in beauty, and why “aging gracefully” can feel like yet another impossible standard women are expected to live up to.We also get very practical: the biggest mistakes we make in our beauty routines, what actually causes makeup to pill, the three products every woman should have in her makeup bag, why the idea that we should wear less makeup as we age is a myth, the most overrated beauty trends, what makes makeup look expensive, and how to get that elusive “rich girl skin.” Plus, Sarah shares some of the insider secrets she’s learned from decades of developing beauty products—and what separates a genuinely great formula from one that’s mostly marketing.You can find Sarah at @sarah.creal on InstagramThanks to my sponsors:Visit http://get.justthrivehealth.com/pages/well for a free 90-day supply of their new Digestive Bitters when you start a 90-day Just Thrive probiotic subscription.Head to paleovalley.com/well or use code well at checkout for 15% off your first purchase.Use code ARIELLE15 for $15 off your first purchase at thirdlove.comTry Salt and Stone’s discovery set to find your signature scent - Go to SaltandStone.com/WELL and use code WELL at checkout for 15% off your first order. Visit sephora.com or your local Sephora store to shop dae’s Cactus Fruit 3-in-1 Styling Cream.Head over to thisisneeded.com and use code WELL for 20% off your first order. Start taking supplements your body can actually absorb. Go to absorbmore.com and enter WELL at check out for up to 35% off your first order.Get a free 8-count Sample Pack of LMNT’s most popular drink mix flavors with any purchase at drinklmnt.com/well. This episode may contain paid endorsements and advertisements for products and services. Individuals on the show may have a direct, or indirect financial interest in products, or services referred to in this episode.Produced by Dear Media.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
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The following podcast is a dear media production.
This is Well, a podcast about wellness in all its forms.
I'm Ariel Lorry, and each week I'm sharing unfiltered conversations with people
shaping how we feel, live, and look.
Come for the substance, stay for the honesty, and leave with the tools to be well, inside
and out.
You guys know that I love talking about being hot after 40 or at 40, and today's episode
is with the queen of being hot after 40.
Sarah Creole. It is definitely one of my favorite episodes that I've recorded. And I was basically
hanging on to every word that she said because Sarah Creole is iconic. She's one of those people
whose work you almost definitely know, even if you don't know her name, although I'm sure by now you
do. So Sarah has spent nearly 30 years behind the scenes of the beauty industry. She's been
responsible for developing some of the most iconic products with formulas that we have all used
and loved. She's worked with Prada Beauty, Bobby Brown, Tom Ford, Estee Lauder. She was responsible for
the Victoria Beckham, Augustina Bader collaboration. She spearheaded that and she tells the story in
this episode. She is a true product visionary, somebody who understands not just what women want now,
but what we're going to want before we even know that we want it. And she describes that whole
process in this episode and it's truly fascinating. So now after decades of creating products
for other brands. She's taken everything she knows and built her own brand specifically for
women over 40, which obviously made for a conversation that I could not wait to have. But this
applies no matter what age you are. So we talk about what the beauty industry gets wrong about
women as we age, what she learned from surveying thousands of women over 40, and why she thinks
this woman has been so overlooked. Then we get into all the fun stuff. Of course, how to have rich
girl skin, what makes makeup look expensive, the products every woman actually needs. Why
makeup is pilling overrated trends, the myth that we should wear less makeup as we get older,
and so many insider secrets from somebody who has literally spent her career creating the products
that we buy. Sarah is incredibly smart. She's opinionated. She is fierce and truly one of the
great minds and beauty. So I loved this conversation so much and I know you will too. Please
enjoy Sarah Creel. Hey, welcome. Thank you. Pleasure to be here. Yes. I'm happy to
have you. I want to start with a lightning round. Right. To just set the tone. But first, I want to ask you,
what is making you well right now? Really prioritizing sleep. Because I am moving at such a fast pace
that, and making so many decisions every day as founder and CEO, that if I don't prioritize sleep,
and I have to have a whole routine. I mean, it's not really crazy, but I have to read before I go to bed.
Same. It's the only thing.
that transitions me. Yeah. I am reading Hamnet right now. Okay. I haven't seen the movie. Yeah.
I like to read a book before I see the movie. Yeah. I can. I actually ordered that and I haven't read it yet.
Oh, it's so good. Okay. Yeah. Good to know. Okay. Great. Love that. Okay. We're going to do a little
lightning round, this or that before we get into everything. So cream blush or powder blush.
Both. Okay. In what order? I just made one that's both in one compact.
I know I got it. Yeah. So it's a hybrid. It's a hybrid because that has been the this or that. And I'm like, I don't want to choose because each one has its benefits and each one has its negatives. So I created something with only the benefits. Amazing. Doey skin or matte skin? Doey. We just talked about this. She just got a Shawnee facial. Can I say that? Yeah. Oh yeah. Yeah. Shout out to Shawnee. Skin is skinning. She's the best. I know the answer to this one. But, you just talked about this. But.
drugstore mascara or luxury mascara.
Luxury. I have to say, and I'm not just like blowing smoke up your ass because you're here,
but I got a box of goodies from you. And before I was getting ready for this podcast, I was playing
around with the makeup. And I was telling Tessa, I hate mascara. I hate it. I usually just tint my
lashes once a month and like go about my day. And then I see myself back on camera. And I'm like,
Ariel, fuck, like you need to. I use the mascara. Amazing. Like the best.
best mascara I've ever used. And it's tubing, right? It is. Okay. Yes. We'll circle back on that one.
Lip liner or lip gloss. Lip gloss. It's very hard for me to choose these, this or that.
I know. I know. I'm such a beauty girl. Okay. Skin tint or
foundation? Botox or biostimulators? Both. I mean, I'm 56. I know. Come on.
I love that you're open about that too. Yeah. Because I feel like, I don't know.
I'm in the beauty space in a different way that you are.
And I'm always so open about all the things that I do.
And I feel like all of the feedback that I get is that I can't talk about skincare because I do these other things.
So I wonder if you get that pushback as well.
If I do, I don't pay attention to it.
Yeah.
I'm really in my I don't give a fuck period.
I love it.
And also my fun period.
And I'm like, you know what?
Just, I just, the amount of judgment that women undergo is in.
Yes. And it's got to stop. Yeah. If you want to do biostimulators, you do that. If you want to do
Botox, you do that. If you want to do nothing, you do that. Yeah. Nobody should be judging anybody.
No. And I mean, we're damned if we do, damned if we don't. That's right. There's absolutely no winning.
That's right. And who are you trying to please? Yeah. You know, it's, you have to go to sleep at night
in your own skin, on your own pillow. Yeah. That's it. Where did that attitude come from?
Hard fought. Hard fought experience.
dancing like a monkey in front of a lot of men trying to explain what women need and finally realizing
I was in the wrong room.
Yeah, so let's rewind because I know that you studied literature, right?
I did.
But you always knew that you wanted to be in beauty.
Yes.
And you went from...
I was 13.
Yeah.
So tell us about that and tell us about how you went from studying literature to working
at clinic.
That was your first beauty position, right?
Was.
Done your homework.
Wow.
I do.
Yes.
So, yes.
So when I was 13, my father was an architect,
and I lived in this small town.
I'm from northwestern Pennsylvania in the middle of nowhere.
And I would go on Saturdays to the local drugstore,
which really didn't even have a name.
That's how small this town was.
And I had a lot of time on my hands.
And so one day, I was looking at all of these mascara.
There were three mascaras.
They were all mass.
And I had used all of them.
And they were all very different.
But that day, I looked at all of the ingredients and they were identical.
And I thought to myself, so the difference has to be the brush.
And somebody has that job of picking the brush.
And I want that job.
That's what I thought.
And I was like, I am going to have that job.
Now, it took me 10 years to realize that that job is called Product of the Work.
development. I had no idea. And in the interim, education has always been a big thing in my family.
So it was pressure to get into the best school that I could get into. Studying makeup wasn't even an
option. I mean, Bobby Brown and I talk about this all the time. Like, it just didn't even exist.
So FIT and all these great programs that exist now, nothing existed then. So I didn't know it existed.
And when I graduated, and again, my dad came into the picture.
he was always, he's passed on now, but he was always my cheerleader.
And he was like, you need to get a four-year education and you love to read and you love to
write.
And you'll never have the opportunity to have these amazing professors for whom these works of
literature are actually their lives.
And you will be able to learn marketing, which is what I thought I wanted to do in makeup
once you graduate.
It's like you're going to graduate with a great GPA.
and you'll have no trouble getting a marketing entry-level position.
And he was totally wrong.
So I graduated.
Yeah, in 1991.
And this was, you know, for so many of your listeners, they're going to be like, what?
But back in the day, I had to write letters.
I had to fax my resume.
And the only bite that I got from any cosmetic company was clinic.
and they asked me to come to New York.
So I took a train from Buffalo, New York, to New York,
and I went to this interview, and they offered me this position at the counter at Bergdorf-Gudman for a clinic.
And I was like, I'm taking it.
And I called my dad, and I was like, I'm going to take this job.
And he was like, this is like a job that you could get at the ball.
And I was like, well, kind of, but like it's at Bergdorf-Goodman.
and it's in New York City.
And he was like, I know, but, you know, I just went to an Ivy League school.
Yeah.
And he was like, oh, and I was like, you know, Dad, you know anybody in the beauty industry,
now would be a good time to tell me because this is the only way I know how to do it.
I'm just going to have to work my way up.
And that's what I did.
Yeah.
And your pitch to clinic was very bold, right?
So you saw a gap, right?
Or you actually had a forecast of where it might be going.
No, that was when I got my first product development job, which was two years later.
Okay. And I responded to a blind ad in the New York Times. Okay. And it said, large cosmetic company seeks product developer with one to three years experience.
Respond with resume to P.O. Box, blah, blah, blah. Yeah. And I was like, and it was in the newspaper, the actual newspaper. And so I put together my resume, zero years experience, obviously, and probably. And, and probably.
product development. But I did, my time at clinic, I did see that turnaround cream, which was the first
BHA, beta hydroxy acid, not AHA, so something a little bit more gentle, was really making a
a difference in my skin, in women's skin, in the customers that I'd had. And I thought, it's just a
matter of time before this technology goes into makeup because baby boomers are getting older and they're
going to want their makeup to be high performance. So I wrote a cover letter about this in my, you know,
sending in my resume. And that's what got me the interview. And eventually I got that job.
That's amazing. And we don't have to spend too much time on this, but you've had such an incredible
career over the last many decades. You know, you've worked on iconic products with iconic brands.
Brands, Prada, Beauty, Tom Ford, you were responsible for the Victoria Beckham Augustina's
batter. That's right. Collaboration. I mean, can you tell us a little bit about some of the highlights
there? Sure. Well, you know, after working on Tom Ford, and I did that line with Charlotte
Tilbury before Charlotte had her line. So I did all the formulation work and the, you know,
sort of the architecture of the face, which is what Tom Ford, you know, that was sort of, you know,
that was sort of the tagline.
Yeah, I got to Victoria Beckham,
and I said to her, you're a designer.
And as a designer, you are going to have a very hard time
launching any kind of skin care.
Because designers don't have credibility in skincare.
So we need to find you a partner who really does.
And that's where Augustine's came in.
Incredible.
I mean, that completely changed the trajectory of her career, I think.
Absolutely. And that got a lot of tongues wagging because that had never been done before.
So how does somebody with a background in English or literature become proficient in product
development? A lot of kind people. You know, I've had a lot of, I've just had a lot of bosses
who were unbelievable. Annie Carullo is one of them. Jennifer Balbier. I mean, they're just like
tightens in product development. And product development is the slang term for a product developer
is a fingertips person. So you have to be able to feel with your fingers what a formulation is like
and what it can do. And you need to be able to convey verbally. And this is where my British literature
came in, you know, my English came in. You have to write a lab brief explaining what you want this
product to do. And then you go to the laboratory and you work with chemists at the bench
where they're working to say, you know, this needs more slip. This needs more moisturization.
It doesn't have, it's a lipstick. It doesn't have enough payoff immediately. You know, there are
certain things you can guide a chemist to do, even though I, if somebody said, Sarah, formulate a
lipstick with a gun to my head, I couldn't do it. You know? Yeah. So as a product developer,
you're kind of the consumer's consumer. Yeah, that's so interesting. What do you think? Because I feel
like makeup does have more of an instant payoff than something like skincare. Yes. You get that instant
gratification. You know what you're working with. Skin care seems like it's a very tough sell. So what are
people looking for in that first use or that first second that's going to get them wanting to use it again?
Instant payoff.
Yeah.
They are.
What is that?
Is that a texture thing?
It's everything.
Okay.
You have to, if you are really a good product developer, you are thinking about the experience
that this person is going to have from the moment their fingers touch your package.
When they touch your package, when they pick it up, what is the weight?
How does it open?
How does it close?
Does it make a clicking sound?
All of those things convey lugged.
Then you have the application. How does it go on? What's the sensorial feel? Does it feel luxurious? Does it have the right slip? It can't be too wet. It can't be too dry. You know, all of these things factor in. Then you have to figure out what's the pigment load, for example. If it's a blush, like we were just talking about, or lipstick, what's the right level of pigment load so that it's manageable. It's forgiving. But it's
still has impact. If it's skin care, what I've done is, for example, one of the things I realized
when I was doing my research originally, I researched on 2,000 women over the age of 40,
luxury beauty shoppers in the United States. And they had many complaints. I was like,
what's not working for you? A lot. And one of the things was eye cream. We're like, no eye cream works.
And it's not that no eye cream works.
It's just that it doesn't work instantly because it's one of the hardest things to do.
Diminishing dark circles is one of the hardest things to do.
And it takes time.
But I figured the only way anyone is going to be, as we like to say, compliant with a routine
is if they're getting an instant benefit the minute that they try it.
So I made sure that my eye cream was brightening.
And I put it in a lighter package.
It looks like a lighter.
It flips open, you know, and it gives you instant brightening.
And I call it the walk the dog eye cream because you put it on.
You look better.
You can, you know, go to Soul Cycle, walk your dog, do whatever.
You don't have to wear a concealer if you don't want to.
But it also acts as a primer.
Was there anything else in that survey that really surprised you?
I heard you say that women actually weren't opposed to, like, the term anti-aging, right?
No.
Was there anything else that you were like, huh, I didn't expect that?
Yes, that women by the age of 55 are quiet quitting mascara.
Interesting.
Yep.
Okay.
It's kind of like what you were saying.
Yeah.
Well, what happens is, I mean, it's sort of a little bit of a long story,
but basically, say in their 20s and 30s,
they find a mascara that is volumizing and makes their lashes look unbelievable.
Because when you're in your 20s and 30s,
you have, generally speaking, pretty lush lashes.
So they have a traditional mascara,
and the way a traditional mascara works is,
say this is, these are your lashes, right?
They're lush, they're thick,
and you have a traditional mascara that's volumizing,
and a volumizing mascara uses little balls
to fill in this fringe.
So it's an optical illusion.
You cannot see the balls, and it just looks great.
as you get older, say my age, you have fewer lashes.
Okay?
So now you put that mascara on and all you see are balls, which is not a good luck,
first of all.
But second of all, over that period of time, say from 30 to 50,
you've probably added a rich eye cream because you're starting to see lines
or you're using a richer eye cream on your face that you're using around your eyes.
you've probably added a concealer that adds moisture also,
and those things are sitting on top of the skin,
and they're acting as makeup remover on that traditional mascara.
So all they see is that the mascara is failing.
So it took me a minute to look into the data
to understand that it was really this domino effect,
and my initial launch of seven products came from this data.
And I realized I needed to create both,
an eye cream that penetrates and puts the moisture where you need it, and a concealer that would
soft set and not act as a remover on a traditional mascara. But furthermore, I needed to create an
amazing tubing mascara that would not remove at all with oils. And only the polymer on a tubing
mascara breaks at 38 degrees Celsius. It's incredible. I mean, there are so many variables that the layperson
just doesn't understand. And I think it's so amazing that you were able to identify that gap. I mean,
you started your brand when you were 54, correct? And you've said that women are at the forefront of your
product development and you want to make products for them that they don't even know that they want or need.
And that's such a perfect example. I wanted to ask you like, what do you mean by that? But now I
understand you get to a certain point and you don't know why certain things are happening and why they're
not working. And I know another, you know, key part of your product.
are like moisture, right? Because after a certain age, you stop being able to retain as much
moisture. The moisture barrier repair is compromised as you get older. We talk all the time about
hormones, protein, building a routine that actually sticks. But if your gut isn't working,
none of the other stuff is going to land the way that it should. Your body just can't absorb and
use what you're giving it. And I'm sure everybody listening has been in a situation where your gut or your
digestion was off and it just made your whole body feel like it was not working optimally.
And even though probiotics have become a popular option for helping people reclaim their gut health,
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I feel like a lot of people are really honed in on healthy eating when it comes to breakfast,
lunch or dinner, but when it comes to snacking, the wheels can fall off. And one of my go-toes are
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We talk about magnesium constantly in wellness, sleep, stress, mood, muscle recovery, but
here's the part I actually find interesting. Taking magnesium and absorbing magnesium are two
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So I want to talk about what was the point that you were like, I got to go out on my own here.
Like I, there is a gap and I need to fill it.
I literally woke up from a dream.
It was a Monday morning.
It was December 5th, 2022, and I sat up in bed.
And I was like, wait a minute.
I was like, why is no one in the luxury space formulating for me?
educating me or reflecting me back to me in a way that I think is cool, aspirational.
Like, where are all these women?
Where's the representation?
But also, like, there was, you know, a lot of 20-year-olds being shown as models.
And also, like, a lot of tokenism going on.
Like, okay, now here's a 70-year-old.
Yeah.
Right?
And I was like, how about this whole, like, 40 to 60 situation?
I mean, what?
Like you turn 40 and you are just dead?
You're invisible.
You're not sexy.
You don't want to wear makeup.
Like, who's turning off the switch?
Yeah.
I think we all know the answer to that question.
True.
Yeah.
The men?
Yeah.
It certainly isn't the women.
No.
It wasn't my friends.
It's not what my reality was.
And so it took me a minute to realize, like,
was I actually still asleep?
or was this actually true because it was such a light-bald moment.
I couldn't believe that it didn't exist.
Yeah.
I mean, I told my ex-husband, who I have a good relationship with, you know, I'm thinking
about doing this, this brand, this idea because it doesn't exist.
And he's in the music business.
And he was like, it doesn't exist.
If there is nothing, and I'm like, there's nothing.
I feel like men don't get it.
because I turned 40 last year.
Yes, I know.
Welcome to the club.
Thank you.
So far, so good.
But I'm like just, you know, just entering.
Yes.
Yeah, yeah.
Mentally, it's amazing.
But, you know, I talk about like how hard it is being a woman.
And I know I'm still young, but being public facing and seeing myself every day and getting older and, you know, the pressures and beauty standards and whatnot.
And my boyfriend's like, really is it?
It's really like that.
And I'm like, oh, my God.
Like, you have no idea.
Yeah.
Men just get better with age up until a certain point.
And women are just, we're forgotten.
Yeah.
And yes, it's not that women don't get better.
Yeah.
It's just that they are treated totally differently.
Totally.
Yeah.
You know, I mean, one of the things I can really get ramped up about is this whole concept
of like, oh, but, you know, like I got a note from a big strategic that was saying, like,
we love what you're doing.
It's so great.
You know, you're really teaching women how.
to age gracefully. And that just pissed me off for like three days. And I couldn't even figure out
why it made me so angry. Like I had to exercise through it. I was like, why is this making me so mad?
And then I realized it made me so angry because it's just another box. It's just another box.
It's another hurdle. You know, okay, if you must age, then you better do it gracefully.
just for all of our sakes.
Yeah.
And I'm like, you know, screw you.
And what even is graceful?
Right.
I mean, that part is so subjective too.
Of course.
So it's like what we were talking about in the beginning.
You want to do all of the procedures and the treatments and everything?
Like, is that graceful?
Or is it not doing anything?
Right.
Right.
It's back to the not being able to win.
Yes, that's right.
That's exactly right.
And I'm like, boy, if you think that that's what I am doing here, you are sadly mistaken.
And I just wrote back, you know, glad you appreciate what I'm doing.
Good luck to you.
Yeah.
Because, you know, I will have failed if that's what I'm doing.
Because that is not what I'm doing.
What I am doing is doing my best to take my basically 30 years of product development experience
to create makeup that is going to keep up with her.
That's what she needs.
She needs skincare and makeup that is going to keep up with her.
So that, you know, at the end of your long day, you don't walk into your own home and look like you were at a Black Sabbath concert.
You know?
That's my goal.
Yeah.
Your mascara is where you put it in the morning.
Your eyeliner is there.
It's not transferring onto your lids.
Your blush looks fresh.
Your skin looks blurred, glowing, fantastic.
like that's my whole thing is you know I focus on wear repair and moisturization yeah I want to talk a
little bit about the actual formulation process and formulating your products versus maybe some of
the other products that you worked on before yeah well first of all I have said you know I was part
of the problem and I did not even register it because I was so deep in it so I was formulating for 20 year olds
most of my career. And that's what most cosmetic companies do. So that's who they test on. And,
you know, when I was, I just a couple months ago launched this eyeliner, the creamy cajole.
I tried that long wear liner. Yeah. And it took me two years to develop that because, you know,
the manufacturer, the laboratory was like, but it's transfer proof. It does wear for 20
24 hours. And I'm like, it doesn't. And it's not. I'm like, you're testing it on 20 year olds.
What is it going to transfer to? The air? You know, I'm testing it on 40 to 65 year olds.
It's transferring onto their eyelids. Yeah. So it's not transfer proof for my customers. And it has to be.
So initially they said that they weren't going to develop it anymore. And I was like, they said, you know, we need a business.
case because you're such a small company. Yeah, explain a business case because I heard you talk about
this on another podcast. Okay. Yeah. So a business case is when you show a laboratory that their R&D,
spending time, which is expensive, chemists are expensive. And spending their time in the laboratory
to make a product that doesn't exist is going to be worth it in the end for them in terms of business.
and so I ended up saying to them,
well, the last
eyeliner formula that I developed with you
has now shipped millions and millions of pieces.
I think a lot of people know what that eyeliner is.
And I said,
so if you want an eyeliner
that is going to ship millions of pieces
and be in a retailer like Sephora,
but you're currently not in,
I really think you should keep working on this.
And if you don't,
I will just tell you that for the rest of my product development career,
our relationship is going to be very, very different.
You know?
Yeah.
And that's kind of like a typical dude move.
Yeah.
Right?
I know.
But, you know, I always joke.
I'm like, I'm on hormones.
I think that helps.
I know.
I was like, I want to circle back to this great attitude that you have now.
Yeah.
I know you said it's hard earned, but I wonder if part of that is also age.
I mean, it's just like you get older and, you know, I'm younger than you.
But even turning 40, I was like, wow, I just give so many less bucks than I cared even in my 30s.
I know. You really do.
Yeah.
And you realize like, okay, this is your life.
This is your life.
Yeah.
And I am now, this is my brand.
I own it.
It's my mission is.
to help women. Like my name's on the package, and I did that for credibility because I have been doing
this for 30 years. And I knew nobody was going to know who Sarah Creel is. They don't even know how to
pronounce it. Is it serial? Is it surreal? I'm like, it's just real with a C. Creel. But, you know,
I just, you know, I just really want to help women. And putting out a product that I know isn't going to work,
it's just not part of the game plan.
Like I will not launch that.
Yeah, I think that putting your name on it actually,
I mean, like you were talking about Victoria Beckham as a designer,
didn't really have the credibility until she had that partnership.
I think putting your name on it signifies like how confident you are in the product.
Yeah.
Because you're not going to name your product after yourself if you're like,
I don't know if this is going to go so well.
That's right.
That's right.
There's no hiding.
Yeah.
So I'm curious.
If you were to watch a woman maybe in her early 40s or 50s,
go through her routine, putting on her skincare,
putting on her makeup.
At what point do you think that you would first have to intervene?
I think probably the second she starts looking in the mirror.
Okay.
Honestly.
I think we really all, and I do it too,
but I'm really trying to have more self-compassion.
Because that, you know, if we start by looking at,
in the mirror about, oh, I've got to fix this and I've got to fix that and I don't like this
and I don't like that, you know, you're already starting in a tough place. So if we can just change
a little bit of the self-talk, the minute that we start doing our skin care and being like,
you know, I actually, my skin is looking really good these days. Or I really, like, you have
amazing eyebrows. Thank you. You know, like, I love my eyebrows. Like, it sounds really, really,
is kind of stupid and trite, but that self-talk really can wear you down. Yeah. And we get enough of
it externally. Yeah. If we can help ourselves internally, that's where I would start. I love that
because I think that we probably don't even pay attention to it. I know. But I'm sure if whoever's
listening, next time you go into the mirror to do your makeup or you do your skincare, you pay attention
to your narrative, it's never that. Right.
wow. Right. Look how good my skin looks today. And look how good. No, it's like, oh, is this like a line here? Do,
oh, do I have like a new pamphil? Is this hyperpigmentation? Like, you're looking, I don't know why.
We're like primed to look for the flaws. We're fed. Yeah. True. Everywhere. Yeah. That's why we do it.
Yeah. You know, and even as a beauty company, I mean, I'm selling beauty products, right?
So that's just part of what beauty is.
But I really am trying in this beauty company to show women in their full humanity.
You know, like we just launched a blush.
And the whole tease of the campaign, it's called Coming in Hot.
I did, I only photograph women 40 plus.
And I did a whole tease campaign of a woman having phone sex.
Because I'm like, yeah, yep, she's still having sex.
Yeah.
She wants to.
And, you know, it's a funny thing with a product called Coming in Hot.
Yeah.
And like, let's have a little fun.
And remember who we are as these powerful, strong, interesting, interested, engaged women.
And you only have models 40 plus.
That's right.
That is correct.
Okay.
Tell me about that decision.
Was that just so intuitive to you?
I mean, a no-brainer.
Well, the first step was putting that this was for 40 plus on the packaging, you know.
And this came off of me trying to get funding at the very beginning and I couldn't get funding.
I went to three different funds, three different dudes in one week.
And by the end of the week, I was so both distraught and annoyed because the message that I got back was,
it was some variation of, I just don't think older women want to really look at other older women,
you know? And that just, I was like, you know, the first time I was like, but by the third time,
I was like, this is real. This is like a real thing. And so that's when I, I mean, I just put my own
money in and I had such conviction. I was like, I just don't think I'm wrong here. I don't think
I'm wrong. I think that women have been given this false narrative about all they are is their
pimple, their wrinkle, their melasma, their, you know, all of their problems. And that's not
who we are. And so beauty for me has always been from the time I was 13, something that gave me
joy. And I want that feeling that women have in their 20s, in their 30s about beauty to continue
in their 40s, 50s, 60s. Yes, things change. But it's just, it's the technology and the makeup and the
formulations that haven't been designed for them that are making it such a disaster for them.
And so I thought, if I create a company where everything is built for her, then she doesn't have to do
the guesswork. You know, I used to get DMs when I was at Victoria Beckham. Can Sarah wear this?
Does this work for Sarah? Because we didn't have models that were over the age of 40. So it started by
feeling like, okay, I have this really strong conviction. I know at some point I am going to have
to take on investors. I'm going to put that this is for 40 plus on the packaging. Keep myself honest.
I'm not going to bow to anybody on this.
And so I did that.
And then I started testing on only 40 plus.
And then I was, you know, photographing only 40 plus.
So just being consistent.
Yeah.
Have you found that younger women are using it?
Like do your daughters like it?
Yes.
I feel like it's the formulas are so good.
Thank you.
Thank you.
Yes.
I see like, oh my gosh, it's so good for, I know we don't say mature skin.
But like, but I feel like because they're so good, you know, they are universal.
Yes.
Oh, they are.
They are.
And that's, you know, this was something that I didn't know because I had never done this level of development.
But let me tell you, after, you know, 25 years of product development, I needed a challenge.
And I talk about the difference of developing for 20-somethings versus, you know, 40s, 50s, 60s.
like a 20-something, you are, you are putting product on what is the equivalent of like a rubber
mat.
Yeah.
Okay.
It's bouncy.
It's uniform.
It's smooth.
And they don't even appreciate it.
No.
Because they don't know anything different.
I know.
You know.
And that's great.
But when you get older, you're formulating for the equivalent of like tissue paper.
So all of the formulations have to be highly elegant.
And what I mean by that is,
thin-filmed,
you have to be able to have pigmentation in there
with the pigments have been so specially treated
that they are seamless,
they are lightweight,
they are flowing through the formulation.
They float on top of the skin.
They have the ability to set,
but like soft set and flex.
And it turns out,
when you make products like that,
even on the rubber mat,
bouncy skin,
looks prettier. That's what I noticed about the bronzer. I was like how I don't think I've ever
experienced a product like that where it is so light and it still had an impact like a beautiful
bronze color, almost like sheer but enough pigment to have that little something there. But most
bronzers, especially cream that I've used, they're so heavy and pigmented. It's just a totally
different experience. I was like, I came in here. And the first.
First thing I said, right, Tessa, I was like, oh my God.
Before I even made it.
Oh yeah, she said, you look so tan.
I said, I used the bronzer.
It's amazing.
Like the best thing I've ever used.
Yeah, yeah.
I made that with a Korean lab.
It's a peptide balm.
Yep, peptide balm base.
But then I used really, really smooth, especially coated pigments
so that you get that glide and it wears for 12 hours.
Oh, my God.
Yeah.
Amazing.
So those, you know, that's the bar that I'm setting for myself.
Yeah.
And because I know from all of my experience, you can have the biggest names on the planet, you know.
And with me, I have like very little name, you know.
It's starting people.
I hear it.
It's starting to grow, you know.
Yeah.
But I'm not coming out of the gate like, oh, look at Sarah Creel.
Everybody's like, look at Sarah Cereal.
So, you know.
But I do know from all my experience that product is.
is the thing. Yeah. And if I knew if I could raise the bar myself on myself, which is what I feel
like I'm doing, I really feel like I'm going to race against myself. I don't even look at the
competition. I really don't. I just know who I'm formulating for and what problems I'm trying to
help her with. And, you know, and then that's what creates the products. And that's what creates,
you know, the next level.
Yeah.
Of product.
I feel like I started hearing your name from like the very in the know skin and beauty people
in the beginning, like from the Shawnee's.
That's so nice.
That's so nice.
That's such a high compliment.
Yeah.
Yeah.
I mean, that was, I can't remember who else,
but I follow a lot of, you know, credible people in the beauty world.
And that's how I first heard about you.
So it's out there.
Yeah.
It's definitely out there.
Yeah, it is. It is. And it's really, I mean, it's just gaining such momentum. It's super exciting.
What are you? It's super exciting. Because, you know, like, just like I couldn't get, you know, these men to buy in at the beginning, the minute that I showed it to Sephora, I hadn't even launched yet. And they were like, we'd like to launch this exclusively with you as soon as possible.
Wow. Because they were all women in their 40s, 50s and 60s. Yeah, they get it. Yeah. Instantly.
And have the men come back around?
Oh, of course. No, I mean, what's hilarious is they might not understand branding or brand building or even like this concept, but they do understand timing. Yeah. And when I launched three months after I'd launched on my own D2C in Sephora, they knew that Sephora had bought it before I had sold a piece. Wow. And they were like, you know, even they can do math. Yeah. That's amazing. Okay, I want to talk about a product that I genuinely use every single day.
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I mean, it's crazy to me that like there's still some of the biggest decision makers in beauty.
I know.
It's like, I know.
Hopefully that's changing.
Well, you know, I have one investor that I brought on.
I did round of friends and family.
First I put my own money in.
Then I partied until the money ran out.
Then I did the friends and family round.
and then I did an actual investor, but it's women who are running that.
Amazing.
Yeah.
And they got it immediately.
Yeah, that's got to feel good.
What are your favorite products?
I know it's probably like impossible to choose, but.
Yeah.
It is super, super hard to choose, but I, okay, I'm just, there are four that I would be, like,
really lost without.
So moisture source, that is a liquid moisturizer that I took.
the binders out of, it penetrates into the skin, it increases your baseline hydration by 45%
in four weeks. And it just changes the way your skin looks. So that is non-negotiable. My brilliant
repair shield, which gives a glow, a tint, antioxidant protection all day, and an SBF 50 that's
mineral but translucent. That's a winner. I saw that in my box. Yes. I didn't try it because I already
had my base on, but that's tomorrow. Yes. Yes. And then I use face flex, which is our
concealer and complexion enhancer. And that is, I love it because it's just super flexible.
You can use it, which is why I called it face flex. But you can use it as a concealer. You can
use it on spot applications if you have malasma, et cetera. I use that over the SPF. And it just
gives the right level of coverage, gives you what you need.
You can also combine that with moisture source and make a tint.
So love that.
And the new blush I'm like bonkers about.
The cream powder?
Yes.
Okay.
I called it a pressed moose.
Uh-huh.
I love it.
Because I was like, we're going to bring back moose for all my babes in the 80s.
But it's really this mixture of Korean technology in the way that the base is structured.
and then Italian know-how and an Italian lab in the treatment of the pigments.
So it gives, it has peptides, it has vitamin E, it has this cream, this initial creaminess that goes
into the skin. So it moisturizes and it plumps and it hydrates your skin up to 35% in four hours.
Wow.
But it also wears all day and gives a blurring, beautiful finish.
Are you more passionate about the beauty or the skincare component, like the makeup or the skincare?
You cannot have beautiful makeup without beautiful skin, really.
And your skin doesn't have to be perfect by any means.
I'm just saying that if you haven't added hydration to your skin, then no makeup I make is going to look as good.
Yeah, a lot of people ask why their makeup doesn't look good after they do their skincare.
or why it's pilling or why it's cracking.
So what does that usually come down to in the prep,
like the skincare prep piece of it?
So many factors.
That is a very complicated question.
Because one of the reasons I took the binders out of moisture source
was because a lot of times people will have a cream
and the binders themselves.
Binders are the things that hold an oil molecule to a water molecule.
Okay.
And you can imagine you put that cream on your face and then you follow with your foundation.
Well, maybe those binders that are in your moisturizer actually start binding to the oil molecules in your foundation.
That's when you get pilling.
So you really need to go step by step and make sure that each of the layers that you're putting on don't pill.
What would be like your most basic skincare routine?
I always double cleanse.
It's important.
Starting with clean skin helps so many things.
So many things.
And then moisture source has my hydration.
That's just I don't do anything without doing that.
And I do that twice a day.
Okay.
Do you still use any of the products that you formulated prior to having your own line?
I mean,
that stand out to you that you're just like, this is going to be a staple forever?
Or no, because they weren't formulated for...
You don't.
I'm really trying to think.
I mean, I've branched off in a lot of different ways, and I use sweet chemistry for, you know,
my heavier moisturizer at night over my moisture source because I don't make anything like that.
And those products are beautiful, you know, but things that I personally made before,
I've done a next generation that I'm happier with at this stage in my life.
Yeah.
What do you think are like three products that every woman should have in her makeup kit?
I think moisture source and SPF and, you know, and I'm a fan of multitasking.
I don't believe that you need 20 things, you know, but probably that and a good concealer.
Do you feel like we're moving away from this kind of maximalist skincare and makeup era that we've been in?
I mean, I know right now everybody is like embracing minimalism.
Like everyone's freaking out over, you know, the love story thing.
Yeah.
You're like.
Carolyn's back.
She lived in my neighborhood.
So all of like the Odeon is like insane.
I know.
I was in New York like a month ago.
Staying at the Greenwich.
So like right down the street from their last apartment.
And I was like, oh, wow, it's really like.
taken the city by storm.
Yeah.
So funny.
Yeah.
But I do feel like, you know, the pendulum always swings, right?
And we do seem to be at least approaching this time where people are embracing a little more individualism.
Yes.
And embracing their more natural features and very skin forward and less, you know, we're not seeing a lot of like the heavy contouring and things like fraud anymore.
I think, I mean, I think, you know, the Instagram face in real life.
is over. Yeah. For sure. Yeah. I think, thank God that period is done. But I do think that there's also
a fallacy about as you get older, you need less makeup. That's not true. What you need is the right
makeup. And as you get older, certain things happen that if you're interested, and again,
only if you're interested. If you're not interested, who cares?
You do you, you know.
But if you are interested in makeup, there's, there are ways of using makeup that really make you,
I think, look better and therefore feel better.
Yeah.
You know, it's like as you get older, your eyebrows fade.
You have fewer lashes.
You know, your skin texture does, no matter how much sunscreen you're using, whether you do lasers,
all of that, you will end up with sunspots.
It's just a part of getting older.
And so just using a little concealer, you're in there, blend just on the spots.
Like you have a more even skin tone.
And if that's appealing to you, then great.
Yeah.
But that's not no makeup makeup.
Yeah.
And that's not what I'm making.
This is not a no makeup makeup brand.
I would never say it is.
Mm-hmm.
Yeah, I feel like that's kind of a myth.
It's that makeup ages people.
Yeah.
That's a myth.
Yeah.
Are there any other makeup?
that you can think of. Bad makeup ages, everybody. Yeah, yeah. Bad makeup ages a 20-year-old.
True. Right? You've seen it. You know, you go out into daylight and you're like,
yeah. Be somebody and you're like, oh, Jesus. You know? I mean, even when I was in my 20s, I was a disaster.
Like, and I was partying all night, you know, with the caked on makeup. And I look back at some photos and I'm like,
I think I looked older then. Yeah. Agreed. I look at my pictures too. Yeah. Same thing. Yeah. Way too much.
Yeah. Way too much makeup going on.
That was like the time though as well.
I know.
And the products just weren't as.
They weren't as out.
No offense.
I'm sure that you were formulating some of them.
We've come a long way.
Yeah.
Yeah.
Yeah.
Okay.
Well, I want to ask you some rapid fire here to close out.
Cool.
Okay.
I feel like you probably answered this one already, but the beauty product you use every single day.
Moistress source.
Okay.
The most overrated trend right now.
I think that lip stain thing that you peel off.
Oh.
I mean, my daughters do it.
I like the wonder.
skin. Okay. My daughter uses a different one. I'm not going to name names, but I'm just like,
I watch it and I'm just like, poor lips, literally what you're doing to your beautiful, perfect lips.
Okay. What do you like instead? Because I haven't used it since, but when I was doing the whole
holiday party circuit in the winter in December, it was crazy. It was like one party to the next to the next.
and my lip would wear off.
So I got the wonder skin, but I didn't peel it off.
If you put it on really thick and then you spray the activator thing and you peel,
I didn't do that whole thing.
I just put it on, left it for a few minutes, wiped it off and there was like a nice stain.
Yes.
Is there an alternative?
Not yet if there might be.
Stay tuned kind of thing.
Okay, got it.
The one step most people are probably skipping.
Depends what age.
I think younger, they're skipping, funds and kids.
well. Really, really ignoring that one. And I know because I live with 16 and 18. But I think as
people get older, and also, just while we're sticking with the young, just I cannot abide
this tanning comeback. Yeah. I know everybody wants to be tan. Is it really coming back? Oh, yeah,
totally. Oh, yeah. They are looking at the UV and they're like not for it to be low, but for it to be high.
Oh, God.
Yeah.
And I'm like, you have no idea of what you know.
So that is really a thing that I'm kind of shocked by.
I always say that's my one regret in life.
I mean, I grew up on the East Coast.
So we were in the tanning bed every single day, sometimes twice a day, sometimes before
the beach, like no sunscreen.
And then, you know, thank God for lasers and everything.
But they can't do everything.
They can't do everything.
And it might not show up until you're 40.
like it just started showing up for me from when I was like a teenager in my 20s. But when you're
that young and I always say this, my mom was like, don't do this to your beautiful skin. I've heard you say.
S.A. Latter said, right, you get one skin. You get one skin. That's it. That's it. But you just, and you know
this because you're a mom. Like, when you're that age, no listening. You're not. And you can't even
conceptualize that like you're ever going to be 40. And it's just, you're so in the moment.
I know. I know. I know. I do my best to tell me. I'm surprised though because I feel like when we
were younger and when I was younger, like spray tans weren't a thing. Self tanning wasn't really a thing.
There was one product and it was Juergens. Right. That's it. Yeah. So we weren't really like,
maybe for our legs, you know, but so that we only had one option if we wanted to be tan. But now, like
there's so many good product. Right. There are plenty of options. That's crazy. Yeah. Okay. One product that
instantly makes you look more expensive. God, I feel like I sound like a broken record. But if you have
juicy, but not too glossy skin. You know, I always joke, it's like rich girl skin. That's what does it.
Yeah. And you then, all of the products that you put on after, which is how I've created the whole
routine at Sarah Creel Beauty is it is the right level of glow. It's not too glossy. It's not too
mat, it just looks really like you just had a facial.
Like you just saw Shawnee.
But this is what my products, you know, the finish is very particular.
Yeah.
Well, I can attest to that because it's my new obsession.
I'm so glad.
Yeah.
I'm not just saying that.
I get sent a lot.
Yeah, I'm sure you do.
I usually give it to people.
But not this.
Yes.
Good, good.
Well, tell everybody where they can find your product and find you.
Yep.
So you can find it at sarahreelbeautcom.
You can find it at Sephora.com.
And we are also in, by the end of this year, we'll be in 100 Sephora stores.
Wow.
Yeah, we started off in 22.
Nationally or are you international?
Just the U.S. right now.
Okay. For now.
For now.
Yeah.
You're going to take over.
Stay tuned.
Thank you so much.
Thank you.
This was such a pleasure.
So fun.
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Hi, we're Hannah and Lena. Welcome to the Wellness Digest. Through our work, our own health
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