Indie Beauty Brand Sarah Creal Enters Sephora

Sarah Creal will bring its makeup and skincare products designed for women over 40 into 22 doors nationwide at Sephora and on Sephora.com.

Sephora will introduce the brand with its core lineup of Everyday Essentials—launched at SarahCrealBeauty.com this summer—alongside a new lip collection composed of 10 lipsticks called “Speak For Yourself” and a peptide priming treatment called “Lip Grip.”

Lip Grip is a colorless, universal lip treatment that holds lip color in place while blurring to soften the look of lip lines – a common concern for the brand’s key demographic. The lipstick collection, “Speak For Yourself,” celebrates women’s rights, with shade names including Pink Tax, Red V. Wade, Double Standard, Pay Equity and Madam President.

“Women 40+ have been overlooked by the beauty industry long enough—I should know: I’ve spent 30 years creating products and brands designed for women in their 20s and 30s,” said Creal. “In building my own brand, it was my mission to fill this massive need gap. At 54, it’s personal! I’m so thrilled that it’s coming to life with a dream partner in Sephora.”

The Sarah Creal Lineup

The Sarah Creal lineup includes the following offerings:

Firm Offer, (4-in-1 Ultimate Eye Cream, $95);
Moisture Source (Bi-Phase Brightening Essence, $95);
Brilliant Repair Shield SPF 50 (Illuminating Serum Broad Spectrum Sunscreen, $64);
Face Flex (Concealer & Complexion Enhancer, $58);
The Complexion Brush (Ultra- Soft Concealer & Foundation Blender, $48);
Back Of The Cab (Volumizing Longwear Tubing Mascara, $40);
The Adults Are Talking (Solid Serum Lip Repair, $42);
“Speak For Yourself” (Hydrating Lipstick in 10 shades, $50); and
Lip Grip (Peptide Priming Treatment, $36).

Sarah Creal launched on Sephora.com on Sept. 3, with an in-store rollout in 22 doors starting Sept. 4.