Wire report
Sali Hughes on beauty: a buzzy new brand is aimed at women over 40 – and the industry is taking notice
Beauty mogul Sarah Creal decided there was too much emphasis on the teen market – so she designed a range of products for older women. Now others are following suit It’s rare that I devote a whole column to one brand, but not as rare as the decision by any beauty company to back women over 40, so I think Sarah Creal is worthy of the inches. Creal, co-creator of Victoria Beckham Beauty and product developer of countless global companies for more than 30 years, felt that women of her generation (she’s 56) and their specific beauty challenges (hooded eyelids, decreased product wear time and so on) were being overlooked by major brands in favour of teenagers. Wander into any lip-oil slicked, Korean sheet-mask filled, freckle-pen-dotted branch of Sephora and tell me she’s wrong. Continue reading...
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Beauty mogul Sarah Creal decided there was too much emphasis on the teen market – so she designed a range of products for older women. Now others are following suit It’s rare that I devote a whole column to one brand, but not as rare as the decision by any beauty company to back women over 40, so I think Sarah Creal is worthy of the inches. Creal, co-creator of Victoria Beckham Beauty and product developer of countless global companies for more than 30 years, felt that women of her generation (she’s 56) and their specific beauty challenges (hooded eyelids, decreased product wear time and so on) were being overlooked by major brands in favour of teenagers. Wander into any lip-oil slicked, Korean sheet-mask filled, freckle-pen-dotted branch of Sephora and tell me she’s wrong. Continue reading...
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What happened
According to The Guardian’s source item, Sali Hughes on beauty: a buzzy new brand is aimed at women over 40 – and the industry is taking notice, Beauty mogul Sarah Creal decided there was too much emphasis on the teen market – so she designed a range of products for older women. Now others are following suit It’s rare that I devote a whole column to one brand, but not as rare as the decision by any beauty company to back women over 40, so I think Sarah Creal is worthy of the inches. Creal, co-creator of Victoria Beckham Beauty and product developer of countless global companies for more than 30 years, felt that women of her generation (she’s 56) and their specific beauty challenges (hooded eyelids, decreased product wear time and so on) were being overlooked by major brands in favour of teenagers. Wander into any lip-oil slicked, Korean sheet-mask filled, freckle-pen-dotted branch of Sephora and tell me she’s wrong. Continue reading…
Context
The development sits in VINI’s Technology file for readers following technology, science, product policy, markets, infrastructure, and the public consequences of innovation. The original report is linked so readers can check the source account, follow later updates, and compare new coverage against the first published record. The source item is dated 2026-09-30T09:00:22+00:00.
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Source
Primary source: Sali Hughes on beauty: a buzzy new brand is aimed at women over 40 – and the industry is taking notice via The Guardian. VINI cites and links the source; it does not reproduce the publisher’s full article text without rights clearance.
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- Sali Hughes on beauty: a buzzy new brand is aimed at women over 40 – and the industry is taking noticeThe Guardian - 2026-09-30T09:00:22+00:00
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