Sarah Creal

Founder Sarah Creal Beauty

Sarah Creal is a visionary founder and leader in the beauty industry, with almost 30 years as a Brand Architect and Product Developer for pioneering Global luxury brands. Renowned for her strategic and innovative approach and ability to drive growth, Sarah has left an indelible mark on the industry as the force behind some of the most iconic cosmetics brands in the world—Prada Beauty, Tom Ford Beauty, Aerin, Bobbi Brown, and Victoria Beckham Beauty, to name a few.

Sarah started her career working behind the Clinique counter at Bergdorf Goodman. This early customer engagement set the stage for her consumer-forward way of developing products and brands. After then moving into Product Development, Sarah went on to spend 15 years at Estee Lauder Companies, first holding a key leadership position overseeing Global Marketing and Product Development at Bobbi Brown Cosmetics. Working directly with founder Bobbi Brown, Sarah played a central role in driving the brand’s growth and expansion, overseeing innovative product launches and marketing campaigns that built the brand to become a household name.

Sarah went on to shape the identities of Tom Ford Beauty and Aerin Beauty, collaborating closely with industry luminaries Tom Ford and Aerin Lauder. Her strategic insights and creative vision laid the groundwork for the successful launch of both brands. Her tenure at Estee Lauder also saw her driving innovation and fostering strategic collaborations to expand Estee Lauder’s reach and appeal. Leading Product Development and Marketing teams, she conceptualized and executed groundbreaking initiatives including the highly successful capsule collections for Victoria Beckham x Estee Lauder and the creation of The Estee Edit.

In 2018, after collaborating with Victoria Beckham on her Estee Lauder collection, Sarah was announced as the Co-Founder and CEO of Victoria Beckham Beauty. Sarah spearheaded the ideation of the brand’s unique brand position centered around High Performance and Clean Beauty. Collaborating closely with Co-Founder and Creative Director Victoria Beckham, Sarah crafted the brand’s identity and product architecture, setting it apart in a competitive market landscape.

After 25+ years of product innovation and building brands like Prada Beauty, Tom Ford, and Victoria Beckham Beauty, Sarah launched Sarah Creal Beauty in June 2024. We focus on the higher needs of babes 40+, with elite formulas that deliver exceptional wear, repair, and moisturization. From pain points to clinical testing to photography, every product is created for the 40+ babe—to inspire, educate, keep up with her, and streamline her everyday routine—and provide a laugh along the way. Because at Sarah Creal Beauty, we take our formulas seriously, not ourselves.