20 hours ago
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Despite spending decades in the beauty industry helping launch beauty brands for the likes of Victoria Beckham and Prada, Sarah Creal had missed a chance to fill an obvious consumer need: Women in their 50s, she realized, were giving up on mascara. “They were using the same mascara that they had fallen in love with 15-20 years before,” said Creal. And those products were no longer working as their routines and needs changed.
Creal set out to address those concerns with the launch of her namesake beauty brand this summer. Her colorful line includes products like a tubing mascara that won’t deteriorate if you wear more moisturizing eye creams and concealers, and a lip primer that aims to prevent lipstick feathering — other versions of which already exist in the market, but don’t explicitly target a mature consumer.
“[Beauty] is an industry that … is run by men,” she said. “It’s the men who don’t want to look at older women. And maybe it’s the men who don’t want to have older women on their arm at their launch parties or in their ad campaigns.”
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English (US) ·