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If you think all beauty brands are focused on Gen Z and Alpha shoppers, it’s time to meet Sarah Creal. In her thirty year career, she’s a beauty veteran and brand builder behind some of the most recognized names (think: Tom Ford Beauty, Bobbi Brown and Victoria Beckham – which she helped launch in 2018) and now, she’s using her experience and insight to bring sumptuous skincare and flattering makeup to – you guessed it – women forty and up.
This isn’t to say that younger girlies won’t want her bronze-y sculpting cream or illuminating SPF, but the emphasis placed on repairing and hydrating makes everything highly targeted toward this very important group of women who, at times, are often overlooked by advertisers.
But old lady products, these are not. With packaging that can rival that of any prestige brand, fun names like “No Further Questions,” all models for the campaigns are over the age of forty – and formulas are gluten, cruelty and fragrance free. Making “her” life easier and better is Creal’s mission (accomplished).
I couldn’t think of a better person to ask for skincare, haircare, and other everyday recommendations. After all, she knows what women want! I asked, and the beauty maven delivered. See below for Sarah Creal’s non-negotiables.
“This is my favorite moisturizer to layer at night over the Sarah Creal Beauty Moisture Source when the temperature drops and the air gets dry. It seals in hydration and leaves my skin feeling soft, plump, and healthy – even in the driest months or when I’m flying. It also keeps my skin balanced and comfortable, preventing that tight, dry feeling that winter often brings. This combination has become a non-negotiable part of my night winter routine for keeping my skin nourished, glowing, and happy.”
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“This dry texturizing spray has completely transformed my hair routine. It gives instant volume and effortless texture without feeling heavy or sticky. I love how I can use it on both freshly washed and second-day hair to achieve that full, tousled, ‘lived-in’ look. It’s become a staple for creating effortless hair, single every day. It also adds volume and texture while keeping hair soft and touchable is amazing. It smooths frizz, enhances body, and protects hair.”
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“This collagen powder has become a necessary part of my morning routine. I add a scoop to my coffee every day, and it dissolves instantly without changing the flavor. Since I started using it, my skin feels smoother, my nails are stronger, and my hair has more shine. It’s such an easy way to give my body a daily boost from the inside out. I love that it’s made with pure collagen peptides and is third-party tested for quality. It’s clean, simple, and something I genuinely look forward to adding to my coffee every morning.”
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“These 2″ Thread Hoops have quickly become one of my favorite everyday pieces. I slip them on first thing in the morning, and they elevate even the simplest outfit without feeling heavy or overdone. They’re lightweight yet bold enough to make a statement – and they stay comfortable all day long. Their sleek, minimal design just works with any look, from a casual outfit to a dressier evening look. They feel true to the designer’s signature mix of ease and edge, and I always feel a little more polished when they’re on.”
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“I created Eyes Up specifically for sensitive eyes over 40 to adapt to the evolving changes of our skin and to stand up to more complex skincare routines that can break down other formulas. No under-eye shadows here! The secret to this product is a high-performance cross linked polymer that flexes with your skin and locks in color for up to 24 hours. No smudging, no transferring onto the hoods of your eyelids.. We paired that technology with soothing allantoin and moisturizing ceramides to ensure we keep sensitive eyes comfortable all day. Jet Black delivers a clean, defined intensity while Bronzy adds warmth and light for an effortlessly lifted look. The result is a rich vibrant color with an unstoppable wear.”
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“What’s remarkable about Face Flex is that it feels creamy and nourishing while still being completely weightless on the skin. I formulated it to move with your face and flex back without ever creasing, so it wears beautifully all day. I also love how versatile it is. You can use it for concentrated spot coverage, mix it with Moisture Source to make a custom tint, or blend it across the cheeks, chin, and nose for a medium coverage, natural, even finish. It gives the perfect balance of performance and comfort, and I think you’ll love how effortlessly it enhances your skin. Note: a little goes a long way!”
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“I’ve been a lip gloss fan for decades, and No Further Questions is officially my go-to formula. I wanted to create a gloss you love to wear every single day – one that glides on effortlessly, delivers high shine, feels soft and cushiony, and comes in the most beautiful colors. What’s under the surface is just as important as the shine. I loaded the formula with two types of peptides to smooth the look of lines, added algae extract for hydration, and selected esters that give a bouncy, non-tacky slip. It’s the perfect balance of color, cushion, care, and long-lasting wear. This gloss is unapologetically everything you crave in one formula, and I’m obsessed – I think you will be too. I’ve been loving the shade My Pleasure as we move into fall, it’s the perfect warm, flattering shade for the season and goes with everything in my routine.”
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“These Prada No Sole Sneakers are my absolute travel essential. They feel like wearing slippers but give me the support and style I actually need when I’m on the go. I can slip them on instantly at the airport, walk around all day comfortably, and still feel polished and chic. They’re lightweight, effortless, take up no space in my luggage, and are perfect for those days when I want comfort without compromising on style. Honestly, they make traveling feel a little more luxurious and a lot less stressful.”
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“I’m completely obsessed with my Cuddledown silk-covered down pillows. I even take one with me every time I travel because they are that good. Yes, they are an investment, but your pillow is one-third of your life, and all that. The silk pillowcase is a total game-changer as well. It helps keep my hair smooth and my skin looking fresh in the morning. Comfortable, luxurious, and worth every penny, these pillows have completely transformed how I sleep.”
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Want to know what Miranda Kerr, Tezza Barton, and Maggie Sellers swear by? Read more of TQE’s Receipts here.

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