Sarah and Lauren Murrell are the founders of By Sarah, a brand committed to creating natural skincare for sensitive skin. They create high-quality, scientifically backed skincare free from parabens, silicones, synthetic fragrances, and unnecessary fillers.
With award-winning formulas, a B-corp certification, and thousands of glowing reviews, they’ve crafted soothing and restorative skincare that any skin will love.
They provide some bite-sized insights into bravery, their remarkable journey, and how their brand was built on sisterly love.
Q&A with Sarah and Lauren Murrell: Sisters Creating Skincare for Sensitive Skin
1. What inspired you to start By Sarah?
Lauren: The story behind By Sarah began with my own cancer journey. At 23 years old, I was diagnosed with acute myeloid leukemia and overnight went from being a law student to being hospitalized, with countless rounds of aggressive treatment. It was actually Sarah, my sister and co-founder, who was my stem cell donor, providing a miraculous match that gave me a fighting chance. The transplant was successful, however, the treatments left my skin completely ravaged and as sensitive as a newborn babies’.
Sarah: Seeing Lauren go through this, I became increasingly frustrated with the lack of skincare options for people with sensitive skin. Everything had hidden fragrances and even essential oils that can really irritate the skin. This frustration became a catalyst for change, and so using my background in the beauty and wellness industry, I began creating my own formulations for Lauren, focussing on nourishing ingredients that support and soothe stressed, sensitive skin. This led to the development of our first product, the now multi-award-winning Hero Facial Oil, and the business grew organically from there.
2. What is the bravest thing you’ve both done while building By Sarah?
Lauren: Probably deciding to start! We both took a leap of faith by leaving our previous jobs to start By Sarah, and whilst we wouldn’t change any of it now, at the time that took a lot of courage.
Sarah: I’d say it’s working together as sisters. We’ve been on such a journey together and working with family isn’t for everyone. Thankfully, for us, we’re a perfect match as business partners.
3. What are some non-negotiable in your routines that keep you both focused?
Sarah: Exercise is my daily non-negotiable. It doesn’t have to be anything intense – a simple walk or quick gym session is enough to reset my mind and body. It’s a time where I can disconnect from work and reconnect with myself.
Lauren: I prioritise my skincare routine to keep my skin feeling at its best, as it’s still very sensitive. My favourite? It has to be our newest product which is launching very soon…. Stay tuned!
4. What has been your biggest challenge while on this journey?
Lauren: Wearing all the hats of a founder is a big challenge, but it’s also very rewarding to see the positive impact we are making.
Sarah: As we’ve grown, we’ve always stayed true to our core principles, even when it meant making difficult decisions. It’s why we’re proud to be a certified B Corporation, meeting the highest standards in sustainability.
5. What advice would you give to other aspiring female entrepreneurs?
Lauren: My advice would be never be afraid to ask for help. I’ve built a great network of friends across all industries that have helped when we’ve really needed it.
I also live by a quote by Rumi: “Live life as if everything is rigged in your favour”. I think it captures the drive you need to have to start a business.
Sarah: I would say, embrace patience and persistence. Success doesn’t happen overnight, and there will be moments when you question everything. But it’s in those moments that you grow the most. Also, take care of yourself. It’s easy to pour everything into your business, but your wellbeing is just as important. You can’t pour from an empty cup, so make self-care a priority.
Find out more at bysarahlondon.com
Follow @bysarahlondon on Instagram for their latest products, tips, and updates.
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