Sarah Murrell is the Founder of BY SARAH LONDON, a brilliant, all-natural and organic, plant-based skincare brand. Sarah passionately believes in empowering our wellness choices (by listing all the ingredients, clearly, on the labels, for example – something simple, but surprisingly rare). The brand’s inspiration began with her sister Lauren’s recovery from Leukemia in 2012 – when she couldn’t find any products that had clearly labelled, all-natural ingredients, Sarah started mixing her own.

How did she know where to start? Well, prior to launching BY SARAH LONDON, Sarah spent 10 years in branding and communications for some of the world’s leading beauty brands – so, she had picked up a lot of intel along the way. Fast-forward to February 2022, and BY SARAH LONDON became the first UK independently owned and female-founded skincare brand to achieve B Corp status, joining a growing group of companies reinventing business by pursuing purpose as well as profit.

Part of our Insiders series, this is your window into the worlds of the coolest people in Safara’s network. These are the contacts we’d hit up for travel inspiration, whether it’s a hotel recommendation, a new track for our in-transit playlist, the best mini-products to pack, or just to daydream about where we’d open a boutique island hotel (this changes with each Insider guide we read – we’re easily and happily influenced).

Read on for beauty and travel inspiration from Sarah Murrell.

What beauty items do you always travel with?

Our organic skincare minis! For long-haul flights, I apply two to three drops of our Organic Facial Oil, to keep my skin hydrated and deeply-nourished. And, I’ll top up just before landing for healthy, radiant skin on arrival.

What hotel room design element can you not live without?

I love a roll top bath! Does that count? There’s an amazing one at Gleneagles, an incredible luxury hotel in Scotland that made me feel fully rested and rejuvenated after celebrating a special birthday.

Where would you go for a digital detox or just generally to get off the grid?

I recently took a trip to Zermatt, Switzerland and cannot recommend it enough for the nature, breathtaking scenery and sense of calm. We stayed at the Hotel Christiania, which is family-run and has the most charming and welcoming atmosphere. The setting is equally spectacular, nestled at the foot of the Swiss Alps, with views of the Matterhorn.

What do you always bring with you in your carry-on?

I’m never without our Organic Lip Balm, as it’s a wonderful multitasker. Plus my Swell water bottle, and a good podcast series (currently listening to How I Built This).

Have you or would you travel alone?

Yes! Traveling alone gives an amazing sense of achievement and adventure.

If you’re going to a new place, and your friends have not been there, what do you consult for advice?

I look for the latest plant-based restaurants and yoga studios to give me the lay of the land. In NYC, I love The Butcher’s Daughter. And, I always recommend getting there early, as the queue is often out the door!

Do you have any tips or tricks for beating the dreaded jet lag?

Water, water, water!

Travel can be about the little luxuries, like an amazing cup of coffee. Where was the best one you’ve had?

I’m a lover of tea, and the most aromatic brew was in Copenhagen at Royal Smushi Cafe. The scent, flavour and even the tea cup itself were divine!

Beach, city or mountains?

Beach in the winter, and (Swiss) mountains in the summer!

Is in-flight wifi a good idea?

No!

Early check-in or late check-out?

Late check-out

Read more from our Insiders series, here.