Sarah Creal, co-creator of Victoria Beckham Beauty, has launched a new beauty brand aimed squarely at women over 40. The move reflects a gap Creal identified in the market after three decades as a product developer for global beauty companies.
Creal, 56, designed the range to address specific beauty concerns of older women, including hooded eyelids and decreased product wear time. She observed that major beauty brands prioritise the teen market, leaving women her age underserved by mainstream products.
The brand has caught industry attention. Sali Hughes, writing in the Guardian, notes that it remains uncommon for beauty companies to target women over 40 with dedicated product lines. She points to the prevalence of products marketed to younger consumers in major retailers like Sephora, where lip oils, Korean sheet masks and freckle pens dominate shelf space.
The launch suggests a shift may be underway. Hughes reports that other brands are now following Creal's lead, moving to develop product ranges for older women. The decision to market explicitly to this demographic marks a notable departure from industry convention, which has historically centred youth as the primary beauty consumer.