I am delighted to introduce Sarah Murrell, founder of organic skincare brand BY SARAH LONDON as an Insider – part of a series that explores the innermost ideas and practices of inspiring individuals who embody a connection to their surroundings at home and in their work.
I have known Sarah since our university days but we reconnected most recently over a mutual desire to live in a more conscious and natural way. Two years on, I am blown away by how much Sarah has achieved, going on to build an award-winning brand with her sister Lauren, creating a beautiful collection of skincare products (which I now couldn’t do without!) that is tied closely to a shared ethos and a very personal story.
I asked Sarah about the relationship to her space on a personal level and how it provides a grounding foundation to her work…
Describe who you are and what you do.
I’m Sarah, founder of BY SARAH LONDON; an organic, plant-based skincare collection based in the UK. We handcraft all of our skincare from our studio in West Sussex and we’re passionate about empowering conscious wellness choices.
We’re making it really easy to understand what you’re putting on your skin – showcasing the all natural and certified-organic, plant based ingredients in full on the front label. Our skincare is free from essential oils and fragrance too – making our blends universally accessible and suitable for sensitive skins and both men and women.
Some of our customers leave the amber glass bottles on their bathroom shelves even when they’ve finished the bottles as they love the packaging! We also encourage our customers to reuse or upcycle the glass bottles and jars as a single stem vase or pots for succulents.
What led you on your path?
BY SARAH LONDON has come from a very personal story. I took my childhood passion for skincare more seriously when my sister, Lauren, was recovering from leukaemia in 2012. Her skin was very dry and sensitive. Left disappointed and confused by the long, cryptic ingredient lists and often misleading labelling on many skincare ranges, I created my own plant-based blends to soothe her skin. Lauren made a full recovery (I was her stem cell donor) and we launched the business together in November 2017.
Where is home for you?
I feel a sense of home when my family are all together, and I also feel at home in our studio; both are full of fun, laughter and have a feeling of adventure.
How would you describe your home?
It is not dissimilar to our studio! You’ll find creative mood boards for inspiration, plants that add greenery and bring nature indoors, upcycled amber glass bottles that previously housed the plant-based ingredients we use in our skincare, and quiet spaces to read and be curious.
What does homecoming mean to you?
A safe and restful space that instantly grounds me.
What is the first thing you do when you return home?
Put on my favourite podcast and enjoy a nurturing homemade meal. Good food is a priority at the end of the day and it’s often the only time I have to enjoy a podcast. I’m loving Deliciously Ella’s new podcast and Venetia Falconer’s Talking Tastebuds.
How do you unwind in your home?
Movement is so important and, whether it’s a gentle jog or long walk in the countryside, exercise is a form of meditation for me that really helps me to unwind.
I also love a salt bath using our BY SARAH Bath Salts and, each Sunday evening, I carve out time for a self-care ritual that involves a face mask with our Green Clay Face Mask (1 tsp mixed with 2 tsps of raw, organic honey!)
Do you have a sacred space or favourite place in your home?
There’s always a sacred space for plants, books that inspire me and a creative mood board. I’ve also recently added crystals to our studio space to help realign energy and inspire calm, happiness and creativity.
What makes a space sacred?
A space is sacred when it holds an emotional connection and instantly grounds you.
How does your connection to space play a part in your work?
My work has been such a personal journey that I hold a deep emotional connection to BY SARAH. I am motivated to help others feel empowered by their skincare choices and simultaneously feel at one with planet Earth by caring for their skin with beautiful organic, plant-based ingredients.
What are your home aspirations?
I’d love to bring more of my travel experiences into my home to remind me of the many different ways we can live on this Earth. I used to believe there was only one (corporate) path in the world, but there are so many ways we can choose to live our lives. Travel opens my eyes to so many ideas and reminds me of this perspective.
If you could live anywhere in the world where would it be?
I think I have to say the UK! As much as I love to travel, I always love to come home. I only wish we had a few more days of sunshine, then it would be perfect.
Explore the world of BY SARAH LONDON at bysarahlondon.com and follow on social media @bysarahlondon
