Interview with Sunday Riley
Sunday Riley is all about making an impact. The cruelty-free skincare brand “powered by science, balanced by botanicals” is dedicated to delivering measurable results
“If you want to really transform your skin you have to use active ingredients which can be irritating, so we use soothing botanicals to counterbalance that.”
How did you find your way into the beauty
space? I found my way into the beauty space because being a part of someone’s self-love and self-care journey is what inspires me. I started a skincare company because the skin has such a profound impact on how we feel about ourselves. Listening to what our customers need and crafting products that change the way they feel about themselves is what I love most about being in this industry. What was the process of starting your own brand like? A lot of trial and error! The brand has grown drastically since we launched over a decade ago and to this day, I am still very hands-on in every part of the business, from product formulation to marketing, and even our client care team. It is very important to me to be involved and support my team. How has Sunday Riley evolved since it launched in 2009? We have only kept one product from the beginning days of the brand. It takes a long time to get a formula right and if I know there is something that can be changed or improved, I’ll do it.
What, in your opinion, is the brand’s hero product? Good Genes! It’s the perfect introduction to the brand because it’s great for any and every skin type.
Talk us through your skincare routine. I wash my face twice a day with Ceramic Slip, and I use Good Genes All-In-One Lactic Acid Treatment three times a week. In the morning, I follow Good Genes with C.E.O. 15% Vitamin C Serum and finish with Tidal Brightening Enzyme Water Cream. At night I wash my face again (of course!) and then use Luna Sleeping Night Oil, which I massage in and let sink in for a moment. I follow Luna with either Good Genes or C.E.O. Serum. I finish with either Tidal or C.E.O. Vitamin C Rich Hydration Cream if I feel like I need a little more moisture. I don’t have a lot of congestion in my skin, but once a week I’ll do some U.F.O. Ultra-Clarifying Acne Treatment Oil to keep my pores cleared out. Your products are staples in many people’s routines the globe over. That must be quite overwhelming to comprehend. Would you agree? I feel a personal responsibility to our clients, and it brings me a lot of joy to know that the products are a part of so many people’s routines.
What is at the core of the brand’s DNA? Green Technology, which is balancing science-based active ingredients with botanicals, has been at the core of the brand since we launched in 2009. If you want to really transform your skin you have to use active ingredients which can be irritating, so we use soothing botanicals to counterbalance that. We are also passionate about sustainability, being cruelty-free, and we are B-Corp certified. What have been the hurdles you’ve experienced throughout your career? I am a ‘yes’ person, always, it’s one of my favourite words! Whether it’s sourcing a very specific form of Vitamin C from Japan or reformulating a bestseller like Good Genes for the UK market, I have and always will be a yes person, which means you tend to take on a lot at once. On the opposite end of the spectrum, what have been the milestones? Growing internationally with Sephora has been one of the most incredible experiences. They have been wonderful as a retail partner in the Middle East and across the globe.
How do you define beauty? I define beauty as someone feeling their very best from the inside out. Being even a small part of that journey is my favourite part of the job.