Since its debut, the Sarah Creal brand has focused on creating makeup for women over 40, a consumer often overlooked by the industry. First came the Back of the Cab Mascara in June 2024. In August, the brand introduced its eyeliner, Eyes Up Longwear Liner — a product its namesake founder said she began developing at the outset of the brand’s development. Its tagline reads: “Did you think your eyeliner days were behind you? Fall back in love with eyeliner.” “We had an in-app preview at Sephora on August 31, and we did 192% above their [sales] forecast,” Creal said, regarding the eyeliner’s launch. She attributed the SKU’s success not only to the tagline, but also to the emotional truth behind it. “For women 40 plus, it’s like, all of a sudden, you’re not cool. You can’t wear cool things,” she said.Continue reading this article on glossy.co. Sign up for Glossy newsletters to get the latest on the business of beauty, fashion and pop culture.
