In celebration of International Women's Day 2026, we're inviting you on journey of how we came to launch By Sarah and some of the stories along the way - the obstacles, the triumphs and what it's really like working with each other as sisters.

Why did you start By Sarah?

Sarah: I began formulating natural skincare for my sister Lauren when she was diagnosed with acute myeloid leukaemia. Her skin was so sensitive, red and sore and I struggled to find natural yet effective products to soothe and revitalise Lauren's cancer ravaged skin. So I decided to develop my own formulas with only the very finest natural plant oils and ingredients with known efficacy to promote the health of the skin. They worked and with this act of sisterly love, By Sarah was born in 2018.

Lauren: After I got better, I went back to law school and began my legal career. We then both took a leap of faith to leave our corporate roles behind and come together to bring By Sarah to life. It was a big step into the unknown but I knew Sarah had created something really special and I was so excited to help bring her own formulations to the skincare market. And we haven't looked back since.

What's it like being a female founder in skincare?

Sarah: It is incredibly empowering to use my voice for what I believe in: helping people with their health more broadly, not just their skin. I'm in my final year of a BSc in Nutritional Sciences and currently working on my dissertation on probiotics and gut health. After reading what feels like hundreds of papers, it's been fascinating to see how much evidence there is showing the positive impact probiotics can have on improving symptoms. This passion led us to launch our Flora Daily Biotic probiotic supplement alongside our skincare collection. Whether it's using our Balancer Cream Cleanser and Hero Facial Oil for your skin, or supporting your gut health from within, we're committed to creating products that genuinely improve wellbeing.

Lauren: Being part of Buy Women Built, a community dedicated to championing women-founded brands, has been incredibly meaningful for us. The network of women supporting women in business continues to be one of the most rewarding aspects of this journey. And while being a certified B Corp matters to us, what truly drives us every day is knowing our products are delivering real results for people who've struggled to find skincare that works. 

What's the hardest part of starting a skincare business?

Sarah: Building a natural skincare business comes with its challenges, from the meticulous sourcing of our luxurious ingredients to the finer details of our sustainable packaging. We are problem-solving each and everyday. But, we are committed to showing that it is possible, even when there are many no's and set backs along the way.

Lauren: Learning to be more patient. There's so much we have to share and so many innovative and creative ideas we're excited to tell you all about, but sometimes we do have to slow down to speed up as there are so many moving parts to a business that we also need to focus on.  

What has been your biggest achievement as founders?

Sarah: By Sarah was just 4 months old when we received our first industry award for the Hero Facial Oil, being awarded "Best Facial Oil" by The Beauty Shortlist! This is the first product I made for Lauren's sensitive skin so it has high sentimental value. It was a very special moment and it is incredibly touching that we continue to receive such wonderful praise and reviews for the cult favourite Hero Facial Oil., including being awarded the Best Face Oil by The Independent for the past three years. 

Lauren: Reading all the heartfelt emails, social media comments, customer stories and thousands of 5 star reviews is incredibly rewarding. And sharing our founding story with The Times was a moving moment; we received so many words of support and encouragement afterwards which was wonderful and really meant a lot.   

What's it like working with your sister in business?

Sarah: Fourteen years ago, when our world as a family was turned upside down, never could I have imagined that Lauren and I would be gifted an opportunity to work side by side, running a business we both care so deeply about. Most days we'll make each other laugh or we'll be there to lift each other up when the going gets tough or just need a little extra boost. Working together on new product launches continues to be one of the most exciting parts of what we do.

Lauren: The best thing is that while we're super close as sisters (Sarah was my stem cell donor when I was being treated for leukaemia), we're actually very different. And this means that, luckily, our strengths fall in different areas: Sarah brings her creative vision and flair while I bring the commercial and operational piece to the business. It's the perfect partnership. 

What advice would you give aspiring female entrepreneurs?

Sarah: Choose something you truly believe in, that aligns with your values and will inspire you each and everyday. For us, that's creating genuinely effective skincare for people with sensitive skin, eczema, rosacea and dry skin who've been let down by products that promise gentleness but don't deliver results. It's also incredibly valuable to create a network of people around you that will be your cheerleaders; whether that's family, friends or other founders. Our community of customers are the best cheerleaders I could ever ask for!

Lauren: Just start! You can all too easily talk yourself out of doing something for fear of failing or fear of the unknown. But if you have a fire in your belly and a purpose that makes you feel alive every day, definitely go for it. I share more about this in my personal newsletter, Rise on Purpose, with one practical tip delivered to your inbox every Tuesday. 

Key Takeaways

• Sarah formulated skincare By Sarah after becoming Lauren's stem cell donor when Lauren was treated for leukaemia in 2012

• The brand currently has over 7,400 five-star reviews from customers with sensitive skin, eczema, rosacea and dry skin

• Recent launches include the Flora Daily Biotic probiotic supplement, reflecting Sarah's passion for gut health (she's completing a BSc in Nutritional Sciences)

• By Sarah is part of Buy Women Built, a community championing women-founded brands

• The sisters' advice for aspiring entrepreneurs: choose something you truly believe in, build a network of cheerleaders, and just start

 

Written by Sarah Murrell & Lauren Murrell

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