Let's chat. The older I get, the more I realise there comes a point when the makeup you’ve happily used for years just doesn’t seem to work quite as well as it used to. I’ve noticed a huge change over the last couple of years and have felt the need to really scale back what I use — and for a beauty addict like me, that is no easy task! Somehow, my old makeup routine just wasn’t giving me the same results anymore. I gradually started noticing changes, particularly around my eyes. Concealer seemed to settle into every little line and crease, eyeliner became something of a chore as my eyelids seemed to offer less and less room to work with, and mascara, which used to be one of my favourite finishing touches, was suddenly drawing attention to all the things I was trying to soften.
And being very honest with you, I have more and more days where I look in the mirror and feel as though I don’t quite recognise the face looking back at me. It’s a strange feeling, almost as though you’re getting to know a newer version of yourself while still expecting to see the person you’ve been used to for years. And, of course, hormones have a lot to answer for when it comes to how we feel about ourselves during these changes. The problem is, our faces haven’t necessarily become more difficult. They’ve simply changed. Beauty campaigns have got much better at recognising this, showing a more realistic mix of faces and ages rather than putting every new product on the same flawless younger face.
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| Sarah Creal Beauty, a first look |
In fact, I think this blog has become my own documentary of how my own skin and face have changed over the years. The way I did my makeup in my 30s is certainly not the way I approach it now in my 40s, and I suspect I’m not alone in that. It’s not necessarily about giving up the products we love or trying to look younger; it’s about learning what works for the face we have now, making a few adjustments and finding that confidence in makeup all over again.
Enter Sarah Creal Beauty >>
A luxury makeup and skincare brand created specifically for women 40+, founded by Sarah Creal, a beauty industry veteran with more than 30 years of product-development experience. Her CV includes working on some seriously iconic names in beauty, including Tom Ford, Estée Lauder, Prada, Bobbi Brown and Victoria Beckham Beauty. The premise is refreshingly simple: your skin has changed, so why shouldn’t your makeup? (Vegan and cruelty-free).
I have been wanting to try Sarah Creal products for some time now, but they were previously only available in the US until now, when she has come over to the UK, is shipping to the UK and is stocking in Space NK. And as someone firmly in the 40+ camp, I was rather interested to see what Sarah Creal Beauty had to offer. I'm not normally enticed by brands that mention age, but when you see what Sarah has done and created during her career, that's what drew me in. I recently watched Sarah on a YouTube Chat (watch here) with Carlone Hirons, and it was such an insight; I highly recommend watching it.
So, I did order myself a few products to try, albeit some were so popular they were out of stock, and the brand did reach out to send over some liners also, which gives me a great place to start getting to know the brand.
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| Sarah Creal Beauty Face Flex Concealer and Eyeliners featured makeup review |
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| Sarah Creal Face Flex Concealer and complexion Enhancer Review |
SARAH CREAL Face Flex Concealer & Complexion Enhancer ⟶ shop
This was the product I was seeing all over social media, and being that I am still on that search for the perfect concealer, it was an easy first purchase from Space NK.
Face Flex is part concealer, part complexion enhancer — essentially a hybrid designed to give coverage where you need it without behaving like a traditional heavy base. Face Flex is designed to cover dark circles, pigmentation and blemishes while remaining flexible on the skin. The brand’s clinical testing reports 12-hour crease- and fade-proof wear, with 90% of participants seeing effective coverage of dark circles and blemishes. The formula also contains skincare ingredients including hyaluronic acid, aloe, caffeine and botanical extracts, which is very much in keeping with the brand’s philosophy of combining makeup with skin-supporting ingredients.
It's a product that's designed to just give you coverage where you want it without having to wear a full-on base. I don't think it's about wearing less makeup because you’re over 40. It’s about wearing makeup that makes more sense for the skin you’re wearing it on.
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| Sarah Creal Face Flex Concealer and complexion Enhancer Review |
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| Sarah Creal Face Flex Concealer and complexion Enhancer Review |
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| Sarah Creal Face Flex Concealer and complexion Enhancer Review |
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| Sarah Creal Face Flex Concealer and complexion Enhancer Review |
My Feedback ...
First of all, packaging. Can we talk about how visually stunning this is? It’s almost too good to hide away in a makeup bag. A weighty, frosted glass bottle with gorgeous gold detailing is giving serious dressing-table real estate. I also absolutely love the whole aesthetic of the brand. It’s fun, but not childish; chic, but not overly serious — basically, it’s grown-up beauty with a playful side. And honestly, that combination is right up my street.
My first thought when I tried this was just how different it felt from any other concealer I own or have used before. It has this almost flexible quality to it that is difficult to describe, but somehow makes it feel like it moves with your skin rather than sitting on top of it. You only need a tiny amount because a little really does go a long way, but this isn't one of those thick, full-coverage concealers where you feel like you've applied half a tube. It's lightweight, incredibly hydrating and still gives you really good coverage, which I think is quite a clever combination.
I also love that this is one of those products you can use all over the face. Some days I simply cannot be bothered with foundation and concealer and just want that one-and-done product that makes my skin look instantly better. This does exactly that. The applicator is also a really good size — big enough to make application easy, but not so big that it picks up far too much product, which is particularly useful when you only need a little.
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| Sarah Creal Face Flex Concealer and complexion Enhancer Review |
I ordered this online completely blindly, as I'm always good at nailing my perfect shade. I chose 1.5 Neutral, but it was actually a lot darker than I thought it was going to be, with quite a lot of warmth behind it. Regardless, it actually blends surprisingly well with my skin tone and works perfectly well for an all-over application, but I would like to try a lighter shade to use underneath the eyes just to add a little more brightness.
It's not a cheap spend, so the fact that I'm already planning to buy a second shade with my own money probably tells you everything you need to know. I instantly see why this is a hero product, and I think it really shows Sarah's experience in making luxury beauty; she really does know her audience! I can highly recommend this as a starting point if you are looking to try the brand because I just think it's one that makes a big difference to your complexion.
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| Sarah Creal Eyes Up Eyeliner Review, swatches, try on |
SARAH CREAL Eyes Up Creamy Kajal Eyeliner ⟶ shop
If there’s one area of makeup that can suddenly become an absolute nightmare in your 40s, it’s eyeliner. I’ve always loved eyeliner, but I’ve definitely had to rethink how I wear it and, just as importantly, which products I reach for. These days, I tend to gravitate towards softer shades of dark brown and golden bronze, which I find much more flattering than the harsher black liners I used to wear. They still give my eyes definition, but in a softer, more forgiving way.
I recently invested in the much-talked-about Victoria Beckham Beauty Satin Kajal Liners, which seem to have developed something of a cult following, and I was genuinely impressed. Knowing that Sarah Creal, who helped develop Victoria Beckham Beauty’s makeup range, was involved in creating the products only made me more curious to try her own brand ...and spoiler alert, I think they may be even better.
The Eyes Up eyeliners are designed for the realities of older eyes — including hooded lids, richer eye creams and the general tendency for eyeliner to migrate, smudge or disappear. The formula uses a Cream-Gel Matrix designed to flex with expressions, while ceramide NP and allantoin help care for the delicate eye area. It’s also been clinically tested on women 40+ for up to 24 hours of wear. And then there are the shades. There are so many stunning shades!
I've worked professionally in the makeup industry for many years, yet I still struggle with my own eyeliner, which is why I think people just abandon wearing eyeliner altogether because it's just too much hassle, but it can make such a difference to your eyes, for one. I'm not ready to hang up my pencils or liquids or creams just yet!
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| Sarah Creal Eyes Up Eyeliner Review, swatches, try on |
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| Sarah Creal Eyes Up Eyeliner Review, swatches, try on |
For me, nowadays my staple eyeliner choice will always be a Dark Brown for the upper lashline and upper waterline and a flesh tone for the lower waterline. Black now feels a little severe on me, particularly when you’re after definition rather than a full-on smoky eye. A deep brown gives the eyes structure without looking too much. It’s one of those shades that makes lashes look fuller, and eyes look more defined and makes my blue eyes really pop.
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| Sarah Creal Eyes Up Eyeliner Review, swatches, try on |
SHADES
Rich Cocoa - Deep brown with a matte finish.
Cairo - NEW shade, a cool smoky gold with bronze pearl with a shimmer finish.
Jungle - Rich olive with gold pearl with a shimmer finish.
This is where I think Eyes Up becomes more than simply an “eyeliner for mature eyes", as the colours feel very modern and fun. My two favourites are definitely Rich Cocoa and Cairo, which pair beautifully together but work just as well worn alone. I particularly love that Cairo really is a smoky gold (I mean, the shade description couldn't be any more accurate!) rather than the usual warm, yellow-toned gold that I’d normally be inclined to avoid. It’s such a flattering, wearable shade, and I especially love running it along my lower lash line. It adds just the right amount of definition without looking too harsh, and really makes my blue eyes pop.
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| Sarah Creal Eyes Up Eyeliner Review, swatches, try on |
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| Wearing: Face Flex shade 1.5 - Eyes Up Liner, shades Cairo & Dark Cocoa - Back of the Cab Mascara, black |
Wear Test: Are they worth the Spend?
Absolutelyyyy. These are phenomenal and the stars of the show for me! I loved them from the moment I applied them, but it was several hours later that I really appreciated just how good they are. My eye makeup generally wears pretty well, but these liners hadn't migrated, smudged or faded in the slightest. They looked almost exactly as they had when I'd first applied them, which is no small feat, as no matter what I do, I usually always get an imprint of a liner on my right eyelid ... but not with this liner! Rich Cocoa is the most perfect shade of dark brown, and Cairo is perfection. Some of that initial shimmer seemed to soften into the skin, leaving behind the most beautiful, understated sheen. It looked sophisticated rather than sparkly, and if anything, I fell even more in love with the shade as the day went on.
They feel luxurious, are beautifully pigmented, incredibly creamy, and so easy to apply and blend, which is why you can wear them all over the eye as an eyeshadow as well. The shades are gorgeous, and the packaging is just as beautiful as you’d expect. Also, so many eyeliners come with those little sponge smudgers on the end, which, if I’m honest, I never really use, whereas having a little brush gives you so much more control when softening and blending the colour. For me, though, the biggest selling point is just how effortlessly these glide over the skin, even around fine lines and those little folds that can make eyeliner such a challenge as we get older. This makes them particularly lovely for hooded eyes, where you want something that applies smoothly without having to tug or repeatedly go over the same area. And once they set, they really do stay put, so if you struggle with eyeliner moving, then these are the eyeliners for you.
I do actually prefer these to the Victoria Beckham liners, so if you're weighing up the two, I'd genuinely suggest trying these first. What really sets them apart is their staying power. So often, with creamy eye pencils, you have to compromise on longevity, but these manage to deliver both. Beautiful colour, effortless application and the reassurance that your eye makeup will still look just as good hours later.
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| Sarah Creal Back of the Cab Mascara, try on review |
SARAH CREAL Back of the Cab Mascara ⟶ shop
Back of the Cab - I just love Sarah's naming of her products, and as you explore the collection, you'll understand that it's all so appropriate and fun. This is a volumising tubing mascara designed to give a creamy, lash-wrapping effect with instant volume and definition. The idea behind it came from a very real problem Sarah noticed in women as they got older: fewer lashes, richer eye creams and concealer around the eyes can all make traditional volumising mascaras much more prone to smudging and “panda eyes”. The formula is designed to stay put for 12+ hours, while removing with warm water rather than requiring you to attack your lashes with half a bottle of micellar water.
The brush is hourglass-shaped, designed to give volume and definition, which is very clever, while the tubing formula wraps the lashes rather than simply painting them. It’s also ophthalmologist-tested and suitable for sensitive eyes and contact lens wearers, according to the brand, and as a contact lens wearer, I can confirm I had no issues at all.
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| Sarah Creal Back of the Cab Mascara, review and try on |
I do prefer wearing dark brown mascara, but this black is surprisingly flattering and has that lovely softness that makes it so wearable. The formula is very forgiving, allowing you to really work it through your lashes and build up the length and thickness without worrying about things becoming too heavy or overdone. Your lashes still feel soft, with no stiffness or flaking, which is exactly what I want from an everyday mascara. The packaging is absolutely stunning, too, giving it that extra touch of luxury. It lengthens, thickens and defines, ticking all the boxes for a mascara you can reach for every single day without having to think too much about it. And because it's a tubing mascara, removal is easy, whether you use warm water or your usual cleanser.
This is definitely a luxury spend, particularly when the high street offers so many brilliant formulas at a fraction of the price. For me, it hasn't quite knocked my existing favourite mascaras off their pedestal, but this does feel luxurious and is wonderfully easy to work with and gives you those soft, defined, fuller-looking lashes without feeling heavy or overdone. And if you're happy to invest a little more in your everyday makeup, I don't think you'll be disappointed.
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| Sarah Creal Beauty try on review |
Final Thoughts
Well, what an introduction. I can already tell you I want to try more products, which is always the real test of whether a brand has got it right.
What I particularly love is that Sarah Creal seems to genuinely understand what happens to our skin as we get older. This isn’t make-up designed to disguise your skin or pretend that texture, lines and dryness don’t exist. It’s make-up that seems to acknowledge them — and then work with them. I mean, she really has the experience and knowledge, and I am in total awe of her, in truth!
Yes, it is a premium brand, and the price tag reflects that. But I do think there are some really clever, considered products here that do earn their place in many makeup bags. Sarah Creal hasn’t just created make-up for older women; she’s created make-up with older women in mind. The aim isn’t to mask your skin. It’s to make your skin look like your skin — only better. And frankly, as someone in my 40s, that’s exactly what I want from my make-up. I, for one, am hooked.
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| Sarah Creal Beauty Review and try on |
If you just want to try one thing, make it the Eyes Up eyeliners and then the Face Flex Concealer. For me, these are the products that really stand out and feel genuinely different from what's available elsewhere. They're the kind of products that make you understand what sets a brand apart, rather than simply adding another makeup item to your collection, as not everything needs to be a luxury purchase, and not every product will replace an existing favourite,
Next on my wishlist is the Sculpting Cream Bronzer, Brightening Essence, 3-in-1 Illuminating Skin Tint, Balm Luminizer and Lip Serum. Quite the list - but when something really impresses you, it leaves you curious to discover more. And that's exactly where I am.
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