Meet By Sarah London: The Ethical Skincare Brand Pioneering Honest and Upfront Labelling

Words: Beth Fuller
Featured Image: BY SARAH

Do you ever see a skincare product that you think might work for you, but you feel that it would be a good idea to see what’s actually in it, so, you flick to the back of the bottle and squint at lots of small-print gibberish in the ingredients list and end up none the wiser? Well, that is exactly how Sarah – the founder of BY SARAH, the ethical skincare brand pioneering upfront labelling – felt when searching for products that would nourish her sister Lauren’s sensitive skin when recovering from Leukaemia in 2012.

Through creativity, dedication and pure intentions Sarah and Lauren have partnered to bring women skincare they can count on to truly care for their skin. We caught up with Sarah to hear about the brand, how she began and what beauty means to her.


How did you begin setting up BY SARAH and what was your motivation for creating natural and organic skincare?
Our mission to bring clarity, transparency and simplicity to skincare, and to pioneer upfront labelling was borne out of a frustration I encountered several years ago. My sister (and business partner), Lauren, was diagnosed with leukaemia in 2012 and suffered with very sensitive skin when recovering from months of treatment. She needed sensitive skincare and while searching in shops and online, I was left disappointed and confused at trying to understand exactly what was inside many skincare ranges – including many natural and organic products which had long, cryptic ingredient lists and sometimes confusing and misleading labelling.

So, I decided to curate my own all-natural, certified-organic and ethically-sourced plant-based ingredients to hand-blend my own skincare, so that I knew exactly what was inside them. And the finest of my blends have become BY SARAH – beautiful all-natural and organic skincare that puts clarity first. 


Adored by @elleuk, @refinery29uk @marieclaireuk (and more)… there really is no other Organic Lip Balm that will soothe, nourish and hydrate your lips like ours. ✨💚✨🌿 Why? Well, we only use 100% certified-organic ingredients (with not a single synthetic, artificial or hidden ingredient in sight) and each has flourished under the strictest requirements of organic farming (meaning the richest nutrients for your skin), and are ethically-sourced with respect for local communities, animal & environmental welfare. ✨🌱✨🍃So each time you reach to nourish your lips, you’re also supporting the organic farming community✨🌾🌱💚✨ . . Our 100% Organic Lip Balm is also a favourite of @wildspiritnaturally who is taking over our IG Stories today – don’t miss it! ✨💚✨ Sarah x

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What are your hopes for the future of BY SARAH?
I often ask people – “Do you know what’s inside your skincare?” – and the response is often “No! I find it all totally confusing”. At BY SARAH, we passionately believe you should know exactly what you’re putting on your skin. That’s why we detail a full ingredient list on the front of each of our products. And with no hidden, artificial or synthetic ingredients, we’re proud to be bringing greater clarity, transparency and simplicity to skincare. We hope to pioneer a real shift in the industry and for BY SARAH to become known for changing the way we look at and understand ingredients. 


How has your experience in creating the products changed your view on beauty?
Beauty is not about masking our appearance, but enhancing it. And beautiful, plant-based ingredients nurture our skin in ways synthetic, mainstream skincare products simply cannot. I’ve become incredibly passionate about organic farming and I’m committed to not only curating certified-organic ingredients for our collection, but spreading the word about its benefits so that we all look after our skin and wellbeing with only the most beautiful, finest-quality ingredients grown in beautiful soils to give us the richest nutrients.  


What does beauty mean to you?
Beauty is about being happy, being compassionate and most importantly being kind, not only to others, but to yourself. Self-love is not an indulgence, it is a necessity.


Discover more about BY SARAH here.