We talk to the founders of the multi award-winning organic skincare brand that pioneers transparency, authenticity and a mindful approach to skincare.

BY SARAH LONDON is the multi award-winning organic skincare brand launched by sisters Sarah and Lauren together in 2017. Sarah created plant based skincare to nourish and soothe my sensitive skin after my recovery from leukaemia in 2012. We caught up with the sisters and this is what they had to say...

We are the first UK skincare brand to be pioneering transparency, authenticity and a mindful approach to skincare by detailing a full ingredient list on the front label across our skincare collection. Every ingredient supports your health and wellbeing. We've won 8 industry leading awards and our collection is loved by our customers, press and celebrities alike. It's been an exciting start and we have so much more to share!

What was the inspiration for the site?

When I was recovering from leukaemia, Sarah and I searched for gentle and effective products to soothe and nourish my dry and sensitive skin. But it was almost impossible to tell what was in the products. Even many natural and organic ranges had long, cryptic ingredient lists and often confusing and misleading labelling. So, Sarah took matters into her own hands, literally! With her knowledge working in the skincare industry and her childhood passion for skincare, she formulated and handcrafted her own blends using carefully-curated, organic, plant-based ingredients. The result? Her skincare was not only loved by me but was highly sought after by friends and family too - and the seeds of BY SARAH LONDON were born.

When did you launch?

We launched BY SARAH LONDON together in November 2017.

What are your greatest challenges?

As a new, challenger brand we are entering a highly competitive market, dominated by legacy brands. We're committed to providing a natural alternative to mainstream, conventional skincare which often contains petroleum-derived ingredients, fillers and nutrient-devoid ingredients that do not support the health of the skin. Educating on the transformative benefits of organic, plant based skincare is an on-going challenge, but also an opportunity: when people see just how pure and effective our skincare is, there's no turning back (see our reviews)!

What's your background?

After recovering from leukaemia, I returned to law school and began my career as a lawyer. In 2017, Sarah and I had that "it's now or never" moment when we launched the business, and we haven't looked back since.

Who do you admire in business?

Sara Blakely for her tenacity, Arianna Huffington for championing the importance wellness and Oprah because she is a true inspiration in every respect.

Please recommend a website and / or app that helps you promote or run your business or that you simply couldn't live without.

Our website is hosted on Shopify and I'm so glad we chose this platform. It's given us the ability to showcase our products and values, with transparency of ingredients, our commitment to sustainability and mindful skincare all hosted beautifully on the site.

Do you have a favourite business podcast?

How I Built This with Guy Raz - there's always at least one nugget to be gleaned from each podcast.

What is the best piece of digital advice you've been given in regards to your showcasing/running your business online?

Sarah told me: think of our website like a shop. The content we have and how we lay out our pages should be as easy for the customers to navigate, as if they were visiting our website in real life. We're proud to be a customer facing brand and we have multiple touch points on our website inviting our customers to email us or get in touch via our Live Chat if they have any questions or are looking for personal skincare advice.

What is your motto?

"Live life as if everything is rigged in your favour" - Rumi.

Where do you see the business going from here?

From strength to strength! We've built a highly engaged social following; have a growing customer base; and high profile press and celebrity endorsements. We recently launched our private space, No. 30, in London offering organic facials to experience our collection. And our commitment to sustainability has been recognised with the Eco-Age Brandmark. We've come a long way in less than 2 years and we have so much more to share!

Have you put your company forward for an award before?

This is the first award of this kind that we've entered, so we're keeping everything crossed!

October 2019