IndiaAIFounders — Sali Hughes on beauty: a buzzy new brand is aimed at women over 40

Beauty mogul Sarah Creal decided there was too much emphasis on the teen market – so she designed a range of products for older women. Now others are following suit

It’s rare that I devote a whole column to one brand, but not as rare as the decision by any beauty company to back women over 40, so I think Sarah Creal is worthy of the inches.

Creal, co-creator of Victoria Beckham Beauty and product developer of countless global companies for more than 30 years, felt that women of her generation (she’s 56) and their specific beauty challenges (hooded eyelids, decreased product wear time and so on) were being overlooked by major brands in favour of teenagers. Wander into any lip-oil slicked, Korean sheet-mask filled, freckle-pen-dotted branch of Sephora and tell me she’s wrong.

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Sali Hughes on beauty: a buzzy new brand is aimed at women over 40 – and the industry is taking notice