Our latest Beauty Boss is Sarah Maxwell, Founder of Sarah Maxwell Beauty—a line of high-quality products for fuller lashes and brows. A lash expert and celebrity makeup artist, Maxwell initially created her line for her private clients, eventually making them accessible for everyone. All of her products are non-toxic and cruelty-free, and free of any adverse side effects.

In addition to her brow and lash products for consumers and professionals, Maxwell retails her own fragrance oils and candles that are vegan, paraben-free, and cruelty-free. She also founded The Academy by Sarah Maxwell, which offers online video tutorials, private and group classes designed for artists at any stage in their lash lift journey who are looking to stay at the forefront of the industry by learning new skills including her world-class lash lift technique.

We chatted with Maxwell who shared her favorite beauty and wellness tips, secrets for success, best advice, and much more.

When was Sarah Maxwell Beauty founded?

I established Sarah Maxwell Beauty in 2019. My vision was to make my exclusive products accessible to everyone. These products were once reserved solely for my private clientele.

What inspired the creation of your brand?

As a lash expert and acclaimed makeup artist, I created our products after years of research, development, and application among my elite clientele. The result was the highest-quality and best-performing lash and brow products. I wanted them to be available for everyone, including our best-selling lash growth serum.

Do you have a hero product?

I would say our hero product is our Lash and Brow Growth Serum. It took years of research, development, and conversations with my clientele to create. My goal was to design a product with the highest-quality ingredients and the best performance—all without adverse side effects. I named it LENGTH, and it’s designed to promote healthier, fuller lashes and brows. It has quickly become a customer favorite, and the results really do speak for themselves, making it a standout in our collection.

What are your favorite products from your brand?

One of my favorite products from our brand is the liv:4 Perfumed Oil. My time at perfume school in France deeply influenced its creation, as well as the entire liv Collection, which includes four scents and two candles. Liv:4 is a luxurious blend of absolutes and essential oils that creates a sensory experience that resonates with me on a personal level.

Where are your products sold?

Our products are available direct-to-consumer through our website, as well as on Amazon. You can also find them in small, exclusive beauty boutiques across the U.S., Canada, Europe, and Dubai.

Future plans for the brand?

My future plans include continuing to innovate and develop performance-based products that meet the high standards of professionals who offer them as part of their retail experience. Additionally, we aim to educate our customers worldwide on the benefits of using high-quality beauty solutions.

Who inspires you?

I'm inspired by a variety of things. Nature is a big influence for me—its beauty and simplicity often guide my creative process. I also interested in trends to ensure my work stays fresh and relevant. My daughter and her friends are constant sources of inspiration, as they bring a sense of newness and authenticity that I strive to capture. Finally, the needs and requests of my clients push me to innovate and refine my approach, ensuring that what I create truly resonates with them.

Secret to success?

My secret to success is recognizing that comparison is a joy killer. I choose to focus on my own journey, knowing there is always enough for everyone. I embrace the belief that your unique path will lead you to where you're meant to be.

Beauty secrets?

My forever favorite beauty secret is sleep, sleep, and more sleep! 

Wellness tips?

I make it a point to walk in nature every day, taking time to touch, smell, and truly appreciate the flowers, trees, and other wonderful elements around me.

How do you like to relax?

I relax by spending time with my daughter, and you can usually find us by the ocean.

For more information about Sarah Maxwell Beauty, visit the website and follow on Instagram: @sarahmaxwellbeauty

[Images courtesy of Sarah Maxwell Beauty]

Kamala Kirk is a University of Southern California graduate and has been an editor/writer for more than a decade. She has written for E! Online, Total Beauty, TravelAge West, Malibu Times Magazine, and many more. She resides in Los Angeles and is a proud pug mom. Follow her on Instagram: @kamalakirk