London-based natural and organic beauty newcomer By Sarah is so determined to be upfront about its ingredients that it lists them in full on the front of its bottles and packs.

The business, formed in 2017, is run by sisters Sarah and Lauren Murrell (pictured). CEO Sarah’s inspiration and motivation to create an all natural and organic skincare and wellness range began with Lauren’s recovery from leukaemia in 2012. While searching for gentle, natural and organic products – those that would soothe and nourish her sister’s sensitive skin – she encountered a problem. It was almost impossible to tell what was in products. “Even many natural and organic ranges had long, cryptic ingredient lists and sometimes confusing and misleading labelling,” she says.
So she decided to hand-blend her own products from carefully-curated, organic and sustainably-sourced plant-based ingredients, so that she “knew exactly what was in them”. And she found that her botanical formulas didn’t just work for her sister: soon, friends and family started asking for her creations too.
Today, the By Sarah range – comprising an Organic Facial Oil, Organic Body Oil and Organic Lip Balm (available singly and as themed gift sets) – has a growing following of enthusiastic users, and has received a string of glowing media reviews.
The range is made using cold-pressed certified organic, plant-based oils, and is packed in amber coloured glass bottles to persevere the integrity of the ingredients.
The decision to display the full ingredients list on the front of the products is part of ‘nothing to hide’ ethos at the heart of the business, Lauren told  Natural Products Global.