The Beauty Industry Wake-Up Call
Real talk: have you walked into a beauty store lately and felt like everything was strictly for teenagers? You aren't alone. Beauty developer Sarah Creal—a legend who helped build Victoria Beckham Beauty—noticed that the industry has been obsessed with Gen Z, totally ignoring women over 40.
Creal, who is 56, decided that was a massive L. She saw that women her age have specific beauty struggles—like hooded lids or makeup that just won't stay put—and she built a brand specifically for them. It’s giving actual problem-solving, not just another viral trend.
What to Buy (and Skip)
After a successful 2024 launch in the U.S., the brand is officially hitting UK shelves at Space NK. If you’re curious where to spend your money, here’s the tea on the products:
- The Winners: The 'Eyes Up Creamy Kajal Longwear Liners' (£28) are top-tier. They don't budge for 12+ hours—no cap. The 'Moisture Source' (£30) gives a glassy glow without feeling greasy, and the 'Face Flex Correct' (£44) is perfect for hiding those tired perimenopausal eyes.
- The Skip: The sunscreen is a bit too pricey, and the eye cream didn't sit well on the skin.
Why it matters
It’s lowkey iconic to see a major brand finally pivot. Creal’s success is proving that respecting your customer actually pays off. Even massive companies like CoverGirl are now ditching the teen-chasing strategy to focus on middle-aged consumers. It turns out that when you actually design for your audience instead of trying to be everything to everyone, you win. Say less.
