Hands holding a pink flower with green leaves, symbolising natural skincare, hydration, and gentle self-care

B Corporation Impact Report 2025

At By Sarah, our mission has always been personal – rooted in compassion, resilience, and a genuine commitment to helping others.

Our journey began with an act of love. When Lauren was diagnosed with acute myeloid leukaemia, Sarah became her stem cell donor, offering not just a match but a renewed hope for the future. As Lauren recovered, her skin became fragile and sensitive due to treatment, and Sarah struggled to find natural, effective skincare that could provide comfort.

Determined to help her sister, Sarah began creating her own formulas – gentle, nourishing blends crafted with natural ingredients and backed by science. This heartfelt effort soon grew into By Sarah: a brand built on trust, transparency, and a sincere desire to support others with sensitive skin.

We understand that sensitive and stressed skin needs a different approach – one that prioritises kindness, simplicity, and effectiveness. That's why we create skincare that is free from unnecessary irritants and full of ingredients that work in harmony with your skin’s natural balance.

As a proud B Corporation, we uphold the highest standards of sustainability and ethics. From our recyclable glass packaging to our responsible sourcing practices, every decision we make reflects our respect for people and the planet.

By Sarah is more than just skincare. We are a community of people who believe in honesty, empathy, and the power of simple, effective care.

Thank you for trusting us with your skin. It is a privilege to be part of your journey.

With best wishes,

Sarah & Lauren, Sisters & Co-Founders

Our Mission

Since launching in 2018, By Sarah has grown from a small family endeavour to a thriving community of thousands of loyal customers who trust and champion our products. Their stories, shared experiences, and unwavering support continue to inspire us every day.

Today, our community is more than just customers – it is a movement of people who believe in honest skincare, transparency, and empowerment. We receive heartfelt messages from individuals who have rediscovered confidence in their skin, parents who have found relief for their children’s eczema, and cancer survivors who share how our products have helped them through their healing journey. Each story fuels our dedication to making a real difference, not just through skincare, but through education, support, and advocacy.

We believe skincare should be a source of comfort, not confusion. That’s why we are committed to full ingredient transparency, ethical sourcing, and dermatologically approved formulas that work in harmony with sensitive skin. More than just a brand, By Sarah is a trusted companion on every skin journey, providing the reassurance, expertise, and kindness that our community deserves.

At our core, we remain driven by the same mission that started it all – to create skincare that is as thoughtful as the people who use it, and to make a meaningful impact in the lives of those we serve.

A Year in Review

We continued to find new ways to support our community, near and far.

Community Initiatives

Our community lies at the heart of everything we do. We are deeply committed to supporting individuals through meaningful partnerships, heartfelt donations, and educational events that promote skin health and emotional well-being.

In March 2024, we proudly supported Katie Mackie’s community eczema event, donating By Sarah products to help attendees soothe and manage their sensitive skin. It was incredibly moving to hear the stories of those who often feel overlooked in the skincare industry, and we were honoured to play a part in their journey towards greater comfort and confidence.

In April 2024, we had the privilege of sponsoring the "Life After Cancer" community event, where we provided our gentle skincare products to individuals navigating life after cancer treatment.

From 8-14 June 2024, we donated 120 Hero Facial Oils to the participants of the CoppaFeel trek, led by the inspirational Amy Dowden. We were humbled to know that our nourishing oils provided much-needed comfort during their challenging journey to raise awareness about breast cancer.

On 10 July 2024, we contributed a selection of skincare essentials to Cure Leukaemia, supporting their clinical trial nurses. Skin health can often be neglected during such times, and we were deeply grateful for the opportunity to offer products that help soothe and strengthen delicate, vulnerable skin.

Between 9-25 September 2024, we proudly sponsored the Cure Leukaemia fundraising running event, supplying participants with our Daily SPF 50+ to protect their skin during the event. Witnessing the community come together with such passion and dedication was a truly uplifting experience.

From November 2024 to January 2025, we formed a heartfelt partnership with cancer survivor Lauren Mahon to bring hope and practical skincare solutions to those struggling with sensitive skin following cancer treatment. Lauren’s courage and positivity continue to inspire us, and we are privileged to stand alongside her in spreading awareness and providing gentle, effective care.

Supporting Skin Health

At By Sarah, we believe that knowledge empowers individuals to make the best choices for their skin. Over the past year, we have made significant strides in our efforts to educate, support, and innovate.

We developed comprehensive Skin Health Guides to help customers navigate sensitive skin concerns such as eczema , rosacea, menopause, and general skin sensitivity. These guides provide accessible, expert-led insights, helping individuals feel more confident and informed about their skin.

Our Hero Facial Oil won the Indy Best Buy Award for the third consecutive year. This recognition is a testament not only to the effectiveness of our formula but also to the trust our community places in us – a trust we never take for granted.

On 10 July 2024, we hosted an Instagram Live with our co-founder Sarah and leading UK Immunologist Dr Jenna Macciochi. Together, they discussed the importance of skin health and how internal factors, such as immune system function, play a vital role in managing sensitivity. The conversation sparked incredible interaction from our audience, and we look forward to hosting more educational sessions in the future.

We were deeply honoured to receive an endorsement from Dr Rakesh, Consultant Dermatologist and Skin Cancer Specialist, who described our Reviver Hydrating Mist as one of his preferred choices for individuals with sensitive, rosacea, and eczema-prone skin. Such recognition reinforces our belief in the power of gentle, science-backed skincare.

Through these initiatives, we remain committed to supporting not just skin health but the emotional well-being of everyone in our community. We are endlessly grateful to all who have joined us on this journey and look forward to continuing our mission of providing care, comfort, and education to those who need it most.

Product Innovation & Research

At By Sarah, we believe that continuous innovation is essential to delivering the best possible care for sensitive skin. Our commitment to research and development stems from a deep understanding of the challenges faced by those with delicate, reactive skin – and a heartfelt desire to provide effective, soothing solutions.

In September 2024, we took a significant step forward by investing in clinical trials and exploring advanced solutions for sensitive skin. This investment reflects our unwavering dedication to creating skincare that is not only gentle but also backed by rigorous scientific research.

One of our proudest achievements this year was the launch of our Daily SPF 50+ – a product designed to offer reliable, everyday protection for even the most sensitive skin. The results of independent studies highlighted its exceptional performance:

SPF Factor: A third-party in-vitro study determined an SPF rating of 66.9, providing robust UVA and UVB broad-spectrum protection to help prevent sunburn and skin damage.
UVA Coverage: Independent in-vivo testing confirmed a UVA protection grade of PA++++, the highest possible classification. This ensures defence against the deep-penetrating rays that contribute to premature ageing.
Dermatologically Approved: A controlled clinical study verified the product's suitability for sensitive skin, awarding it the highest classification for skin compatibility.

In October 2024, we introduced our Tender Skin Balm – a balm created with the specific needs of sensitive skin in mind. This soothing, multi-purpose balm quickly became a customer favourite thanks to its nourishing and protective properties:

Hydration: Clinically proven to increase skin hydration for up to 8 hours, offering long-lasting comfort and moisture.
Barrier Support: Demonstrated to maintain and improve the skin barrier while reducing transepidermal water loss – a critical factor in skin health.
Dermatologically Approved: Rigorously tested in independent clinical trials, the balm received the highest rating for its compatibility with sensitive skin.

These innovations are a testament to our belief that skincare should provide more than surface-level results; it should offer lasting relief, protection, and peace of mind. We are immensely grateful to the dedicated researchers, dermatologists, and skincare professionals who helped bring these products to life – and to our loyal customers who continue to trust us with their skin health.

Our journey of innovation continues, driven by a passion to serve those with sensitive skin and a promise to never compromise on quality, integrity, or kindness.

Our Community

Our community is at the heart of everything we do.

We understand the emotional impact of stressed, sensitive skin like no one else does. It's why we go above and beyond to support our customers at every opportunity.

🙌 We personally respond to every email and message with empathy and understanding. You are not treated as a generic customer, put in a long queue or answered by a chatbot.

🙌 We offer personalised advice whether you're looking to try our skincare or not. You are not pressured into buying anything at all and are free to share what's really troubling you.

🙌 We only formulate skincare for stressed, sensitive skin, free from irritants and marketing BS. You will not experience buyer's remorse or a crowded bathroom cupboard of half-used products.

Both of our founders take the time to ensure every email, social media message, or comment is thoughtfully replied to - sharing their passion, expertise and empathy at every opportunity.

Benchmarking Our Progress

We are continually striving to make an impact through our mission:

✔ Commitment to Skin Health: Introduced dermatologically approved skincare, expanded clinical research, and launched innovative skin health solutions.

✔ Transparency & Education: Created more educational content, including IG Lives and expert interviews, to empower customers with knowledge.

✔ Community Support: Donated products to key organisations, supporting those undergoing cancer treatment and living with sensitive skin.

✔ Sustainability & Ethical Responsibility: Continued efforts to reduce our environmental footprint and invest in sustainable solutions.

✔ Fair Work Practices: Maintained Living Wage employer status, ensuring fair pay and working conditions.

Sustainability & Ethical Commitments

At By Sarah, we take every step to ensure our packaging and processes are as eco-friendly as possible.

We use 30% post-consumer recycled (PCR) glass to reduce our carbon footprint.

Amber glass bottles protect product integrity by filtering out UV light.

Glass is infinitely recyclable and has significantly higher global recycling rates than plastic.

Our ingredients are COSMOS-certified naturally derived or nature-identical, ensuring sustainability without compromising efficacy.

Our full range is cruelty-free, verified by Cruelty Free International, and our vegan products are registered with The Vegan Society.

Looking Ahead to 2025/26

For the coming year, we have set ambitious goals:

We will expand customer education tools to empower people to better understand their skin health through online resources and personalised consultations.

We will continue investment in sustainable packaging solutions, including exploring carbon offsetting options and biodegradable alternatives.

We will maintain our high standards of transparency and ethical responsibility, ensuring By Sarah continues to lead in sustainable beauty while further engaging with our community through charitable partnerships and expert-led discussions.

Thank You

We would like to extend our deepest gratitude to you – our cherished community. Your unwavering support, heartfelt messages, and personal stories continue to inspire us every day. It is your trust and belief in our mission that motivates us to keep learning, growing, and innovating.

Thank you for choosing By Sarah to be a part of your skincare journey. We understand the vulnerability that comes with having sensitive skin, and it is an honour to provide you with products that offer comfort, relief, and confidence.

To those who have shared their experiences with us, whether through a kind email, a social media comment, or a review – thank you. Your words remind us why we do what we do and fuel our passion to make a genuine difference.

We remain committed to serving you with the highest level of care. If you have any questions, need personalised advice, or simply want to connect, email us at care@bysarahlondon.com or follow us on @bysarahlondon – we’d love to hear from you.

By Sarah