Sarah Fretwell

Yoga, Movement, Wellness, Art

Meet BY SARAH London - the ladies creating award-winning, natural and organic skincare

Beauty, WellnessSarah FretwellComment

As you may know, I have a passion for natural, organic skincare and always love discovering new brands who share this passion. I have recently come across this gorgeous brand, BY SARAH, so I was really excited when our paths crossed and I had the chance to learn more about their products and ethos. 

I had the pleasure of meeting the lovely Sarah, CEO and founder of BY SARAH, to learn more about her and her sister Lauren's stories. Read on to discover more about their passion for natural and organic skincare, why a serious illness led Sarah to create the brand, their skincare tips and what's in store for them in the future...

1. What drove you to start BY SARAH? 

My mission to bring clarity, transparency and simplicity to skincare 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. 

2. Which of your products are you the most proud of and why? 

Oh I couldn't possibly choose just one, as each blend has been a labour of love! Knowing that my blends have transformed how people feel about their skin and that they've seen visible improvements in their skin is incredibly rewarding.  

3. Where do you see By Sarah London going in the future? 

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. 

4. Why is natural and plant-based important to you? 

At BY SARAH, we curate only the highest-quality, natural and organic, plant-based oils, minerals and clays from ethical sources around the world. We are against animal testing and will never test on animals.

When using plant-based ingredients, we choose to use only the highest-quality ingredients which have been certified-organic by The Soil Association which means:

  • each one has flourished under the strictest requirements of organic farming: synthetic pesticides, artificial chemical fertilisers, herbicides and GM crops are prohibited

  • their cultivation protects the soil, respects animal welfare and minimises pollution

  • the quality of the ingredient is not compromised, meaning richer nutrients for your skin

It’s possible to have plant-based skin care that’s not organic, but then you wouldn’t have the environmental benefits I’ve noted above... Choosing organic gives you the certainty that the environment has been respected and not stripped of its nutritional integrity and biodiversity.

5. Do you have any advice or top tips for our readers about how to develop a great skincare regime, whatever your age? 

Start everyday with a glass of warm water and a slice of lemon, and awaken your body with a gentle jog, walk or yoga practice. This is the first step to great skin. Avoid synthetic skincare that strips your skin of its natural oils, and instead nurture your skin morning and night with a plant-based cleanser and facial oil (try our Organic Facial Oil). And once or twice a week, introduce a face mask to slough away dead skin cells and promote new healthy cells. Don't forget the skin on your body too! A beautiful body oil provides your skin with the moisture and hydration it needs to stay soft, healthy and supple (try our Organic Body Oil). We will be introducing 2 new products into the BY SARAH collection from 25 April 2018, so keep your eyes peeled!

Visit their website and explore their fabulous skincare range here

Head over to their blog and read my little interview, where I talk about why I founded Sarah Fretwell Yoga, when I started practising, my own skincare regime and what's in store for me in the future! Read it here

Sarah CEO and founder, and sister Lauren, Business Partner

Sarah CEO and founder, and sister Lauren, Business Partner