By Sarah London

What was it that lead you to start By Sarah? 

I began developing plant-based skincare blends to soothe my sister, Lauren’s, sensitive skin when she was recovering from leukaemia 7 years ago. I took my childhood hobby more seriously and after studying and researching the benefits of plant-based alternatives to synthetically-derived skincare, I developed organic skincare blends that nurtured Lauren’s skin – and they worked! I also saw there was a real gap for more transparency and authenticity in skincare which is why we detail a full ingredient list on the front label across our skincare collection when we launched the business together 18 months ago


Talk us through your skincare routine

We have a very curated skincare collection: so there are only three products that are my everyday go-tos. I remove my make-up and cleanse my skin with our Green Clay Cleansing Balm, nourish and hydrate my skin every morning and evening with our Organic Facial Oil and enjoy a mindfully meditative evening ritual with our Rose Quartz Gua Sha! You can follow along and enjoy our how-to videos on our IGTV channel over on Instagram! 


Natural beauty products are becoming increasingly popular. How can we continue to change the landscape of beauty in favour of non-chemical based products? 

Look for brands that you connect with and always try and support sustainable and ethical brands. And start with the ingredient list: we only use certified-organic, plant-based ingredients and ethically-sourced natural ingredients. There's absolutely nothing synthetic, artificial or hidden. With so many more brands entering the market and vying for your attention, my top tip is to always start by reading the ingredient list - knowledge is key to your skincare empowerment!


What’s the one thing that all women should have in their skincare routine? 

The Organic Facial Oil!  


How does sustainability play a part in your business?

We only use certified-organic and natural ingredients. When ingredients can be grown in soil, we only choose certified-organic ingredients as these have flourished under the strictest requirements of organic farming where synthetic pesticides, artificial chemical fertilisers, herbicides and GM crops are prohibited. We use glass jars and bottles, with no outer packaging for our products and no plastic. We use recycled and recyclable paper and cardboard for our delivery boxes. And we always encourage our customers to upcycle their jars and bottles after use! We also have a wealth of information on our Journal


What’s your sustainability pledge for the future?  

We're always looking for new solutions and ways to increase our sustainability initiatives. Caring for our planet by choosing certified-organic ingredients and supporting organic farming communities is at the heart of our brand. We have some exciting developments we're working on behind the scenes - watch this space! 


We started Stay Wild Swim because of our passion for the ocean. How would you describe your relationship with the ocean?

The ocean is a healing place which fills me with a sense of calm and stillness. Walks on the beach are a powerful way to connect to nature and is one of my favourite things to do in the summer.


Explore the BY SARAH LONDON skincare collection at and follow us on social media @bysarahlondon