Discover: BY SARAH


LONDON, United Kingdom — Organic, plant-based skincare brand BY SARAH is using clarity, transparency and simplicity to create a new standard of skincare.

Founded in November 2017, the British startup is committed to using all-natural and certified-organic, plant-based ingredients to create stylish skincare products suited to all skin types. Its mission is rooted in three unwavering beliefs, which guide Founder Sarah Murrell to create products that make it easier for consumers to navigate the sometimes confusing market.

Through upfront labelling, the use of ethically-sourced ingredients and conscious designs, the brand hopes to arm consumers with products they both understand and benefit from.

“As our skin is our largest organ and absorbs what we put on it, we believe everyone should know exactly what they’re putting on their skin, so they’re empowered to make the right choices,” explains Murrell.

“It’s equally as important to understand what we are putting inside our bodies, as it is to understand what we are putting on the outside,” she adds.

Inspired by her sister’s recovery from leukaemia in 2012, Murrell was first motivated to create  BY SARAH after spotting a gap in the market for products that would soothe and nourish her sister’s sensitive skin.

Finding it almost impossible to tell what ingredients were in existing products, she began to hand-blend her own oils from carefully-curated, organic and sustainably-sourced plant-based ingredients, and soon found her friends and family were asking for her creations too. These very creations formed the basis of BY SARAH and encouraged the entrepreneur to make clarity a priority when it came to beauty.

Joining Murrell to bring BY SARAH to market, her sister Lauren now works on all aspects of the business, from curating the finest, ethical ingredients from around the world to working with manufacturers to ensure the brand is minimising its environmental footprint. “By SARAH has been over five years in the making and I’m thrilled to be a part of the team bringing the dream to life – and onto bathroom shelves,” she explains.

Currently, BY SARAH’s product range features an organic facial oil, made from sweet almond, apricot, pumpkin seed, argan, evening primrose and vitamin E, an organic body oil and an organic lip balm made from virgin coconut oil, apricot and beeswax.

With plans to launch two new products this Spring, and grow BY SARAH across the UK and internationally, the duo have a busy 12 months ahead of them as they continue to pioneer greater clarity and transparency of ingredients and labelling within skincare.

Discover more about BY SARAH at:



Comments are closed.