Sarah Creal, a seasoned veteran in the beauty industry, has launched a new luxury makeup and skincare brand, Sarah Creal Beauty, targeting women over 40. 

Creal, known for her pivotal role in developing products for high-profile brands such as Bobbi Brown, Tom Ford, Victoria Beckham, and Miuccia Prada, aims to address the unique needs of this demographic with her new venture.

After years of creating successful beauty products for other brands, Creal recognized a gap in the market for women over 40. 

"I began to notice that a lot of my go-tos were simply no longer working," she said, citing issues like dry concealers, traveling lipsticks, disappearing blushes, and mascaras that caused "panda eyes."

Her new brand seeks to resolve these common problems with products specifically designed for mature skin.

Sarah Creal Beauty, which launched directly to consumers on Monday, offers a range of seven meticulously crafted products. 

The collection includes an eye cream, brush, mascara, and essence, with prices ranging from $40 to $95. These products are designed to address issues such as retaining skin moisture and avoiding makeup migration -- problems often faced by older women.

Creal partnered with fellow beauty executive Jill Golden to bring this brand to life. Both women saw the need for products that speak directly to women over 40, a group often overlooked by the beauty industry. 

The brand's debut lineup is designed with high functionality and chic packaging in mind. All products are also vegan, gluten-free, Leaping Bunny-certified, cruelty-free, and fragrance-free. 

Key products include the Moisture Source Bi-Phase Brightening Essence, which hydrates and firms the skin, and the Firm Offer 4-in-1 Ultimate Eye Cream, aimed at minimizing dark circles and promoting collagen production. 

The Back of the Cab Volumizing Longwear Tubing Mascara addresses the issue of mascara migration, and the Face Flex Concealer & Complexion Enhancer serves as both a concealer and foundation, formulated to flex with every facial movement.

Creal's extensive experience in the beauty industry informed the creation of her brand.

"I've put all of that know-how into my eponymous line," she said. 

Her journey began with thorough consumer research, surveying 2,000 women over 40, which confirmed that they felt underrepresented in the luxury beauty market. 

Despite challenges in fundraising, Creal secured the necessary support from friends and family and successfully launched her brand.

The initial reception from retailers has been overwhelmingly positive, with many expressing a desire to launch the brand exclusively. 

This response highlights a significant disconnect between investment attitudes and consumer needs. 

The brand's first campaign features women over 40 living their lives authentically, with minimal retouching to emphasize natural beauty.