WHAT IS IT?
I read a brilliant article in Grazia magazine yesterday by Shannon Peter that made me jump for joy! She wrote about the beginnings of a new revolution in beauty, one that’s on the horizon: Clear Beauty. It was the first time I’d read the term “Clear Beauty” but it sums up our approach at BY SARAH perfectly: total transparency by detailing a full ingredient list on the front label across our entire natural and organic, plant-based skincare collection.
WHY THIS IS IMPORTANT TO US
Our route to transparency and Clear Beauty started over six years ago. In 2012, I was recovering after months of treatment for leukaemia and my skin was very dry and sensitive. Sarah, my sister, tried to find natural and organic skincare with ingredients that we understood and could trust to help soothe my skin. We found it so hard! So many skincare ranges had long, cryptic ingredient lists and often confusing and misleading labelling.
To cut through all the noise, Sarah decided to hand-blend her own organic, plant-based skincare that was non-toxic and gentle enough to nourish my sensitive skin. She meticulously researched and sourced the very highest quality certified-organic ingredients and created her first product: the Organic Facial Oil, made with certified-organic Sweet Almond Oil, Apricot Oil, Pumpkin Seed Oil, Argan Oil, Evening Primrose Oil and Vitamin E. I loved it (and so did my skin!) and I’ve been using it ever since.
Over the years, Sarah refined her blends further and developed complementary products, like the Organic Body Oil and Green Clay Cleansing Balm, which we shared with friends and family. Sarah saw how everyone could really benefit from using the highly effective plant-based skincare she created not only through sourcing the best ingredients, but also the transparency of providing the full ingredient list on the front label.
HOW TRANSPARENCY CREATES EMPOWERMENT
Sarah and I decided to launch BY SARAH last year with transparency and authenticity at the heart of everything we do. We don’t want anyone to feel the frustration and confusion that we experienced all those years ago. We believe that providing the full ingredient list on the front label is the new standard in conscious living – empowering you with the information you need to make conscious and mindful choices. We provide the INCI list on the reverse of the product and on the product pages of our website too (you’ll be surprised how many brands don’t do this).
In providing the full ingredient list on the front, we’re not only showcasing the beautiful ingredients, such as certified-organic Argan Oil and Jojoba Oil, but we make it clear that there’s no questionable or toxic ingredients inside. You’ll never ever (times ever) find many of the fillers, additives and emulsifiers that are in many mainstream skincare, such as parabens which are known to cause endocrine disruption, and developmental and reproductive toxicity. There is power in the beauty of plant-based ingredients alone: less (of the very best) is definitely more!
HOW YOU CAN CHOOSE CLEAR BEAUTY
We’re proud to be one of the brands pioneering this momentum and change in skincare towards Clear Beauty in the UK. Be part of the revolution and demand more from the brands that you choose to support! Start crowding out the mainstream brands with Clear Beauty brands that empower you with information, transparency and honesty – and beautiful, effective skincare. Explore our collection today.
repost from the BY SARAH LONDON Conscious Life Journal