Sarah Creal / Byrdie
Aging is a topic ingrained in every aspect of the beauty industry.
And not just on-the-nose topics likefine lines and wrinklesorgray hairs.
Every product is designed with a particular consumer in mind, from the packaging to the formula.
Sarah Creal / Byrdie
Suddenly, a mascara youve used since your early 20s is sabotaging you in your 40s.
That is exactly what Sarah Creal wanted to address with the launch of her namesake brand.
I’ve been the translator of other people’s visions and DNA.
Sarah Creal Beauty
Almost like if this person were a product, what would they be?
I’m good at it, explains Creal.
But ultimately, I was ready to do something completely unfiltered.
Sarah Creal Beauty
So, this is me unfiltered, just doing my thingand doing it for women.
The eight-product launch hit the market at the beginning of June.
Spoiler: You dont have to be over the age of 40 to fall in love with this line.
Sarah Creal Beauty
Survey questions included:How do you feel about the beauty industry?
Do you feel seen?
Do you want to see people you relate to?
Sarah Creal Beauty
No matter your age, Creal wants everyone to interact with her brand and think,this is cool.
She looks so classy.
This is kind of the product version of that.
Sarah Creal Beauty
The 40s Beauty Conversation
Historically,products marketed for women over 40have fallen short.
The one thing Creal hopes women take away from her brand is, The sky is not falling.
Yes, we are getting older, but let’s have some fun and not take ourselves so seriously.
Sarah Creal Beauty
There’s a lot of societal pressure to do things a certain way.
I look like I’ve been kicked down the stairs.
So its not an option for me to age gracefully.
This jot down of mentality is exactly what Creal wants to share through her brand.
I hope it creates a real community.
The Packaging
At first glance, it’s clear this is not your average packaging play.
The colors feel fresh.
The designs are elevated.
The entire aesthetic reads luxurious and stylish.
So it should come at no surprise vanity appeal was crucial to Creal when creating her products.
The team sought to create packaging that had the same visual charm as your favoriteluxury fragrance bottle.
These are all intentional choices that speak directly to her consumers.
Back of The Cab Volumizing Longwear Tubing Mascara
The biggest product revelation Creal found in her survey?
Women are quiet quitting mascara.
The makeup is not keeping up with you, she explains.
“The mascara is like the canary in the coal mine.
Whats really happening, is the eye cream and concealer youve added over the years have oils in them.
And they act as a makeup remover to your mascara, resulting in raccoon eyes.
Her solution is a volumizingtubing mascarathat wont budge with the interference of oil.
The formula also has shea butter, a key ingredient to help condition and soften the lashes.
One coat is clinically proven to last over 12 hours, but the product is still very buildable.
Face Flex Concealer & Complexion Enhancer
A very important skew to Creal was creating a concealer.
This formula is hydrating and has adequate coverage, but wont cake.
And it’s not only reserved for under the eyes.
Swipe across any areas where you want a complexion boost and blend it out.
The initial launch includes a flexible range of 10 shades.
Firm Offer 4-In-1 Ultimate Eye Cream
Meet theeye cream.
This formula targets dark circles, fine lines and wrinkles, and adds hydration.
The cream even has a slight illuminating tint to brighten the area upon app.
Creal suggests wearing it alone (perfect before morning errands) or layering concealer on top for more coverage.
Not only is the bottle meant to mirror a lighter (cute), but the packaging is refillable.
Think of this like the grown-up, very chic version of the Gen Z-coveted bronzing drops.
I am proud of this formula because it ticks so many boxes.
It gives you a bronzy glow.
I got a phone call from my best friend Nelly.
She had just done aradio frequency microneedling.
She was using abarrier creamfor three days, but felt like her face was going to crack off.
She told me she needed something nourishing.
Of course, Im that [product recommendation] person for all my friends.
But I had nothing to give her.
I realized I really need to make this.
Far from a traditional essence, it is almost better to compare this product to a liquid moisturizer.
Binders are the thing that makes a cream look like a cream, she adds.
This allows the water to go deep into the skin while the oil seals it in.
A very thin fluid that delivers immediate hydration and locks it in for over 24 hours.
The Adults Are Talking Solid Serum Lip Repair
This is not your averagelip balm.
The magnetic top feels expensive and so will your lips after using this healing formula.
I’ve always loved formulating lip balms my entire product development career.
I use it day and nightit is always on the go with me!
