An A-list brand favourite with powerhouse ingredients, Sunday Riley talks rituals, resilience and the quest for hydration

Building a business

My cousin is a psychologist, and she always said: “You’re really good at committing to something, but you’re bad at letting go.” Once I get something in my head, I just don’t give up. We’re up against mega-corporations with huge budgets, but I try not to connect too much to fear and what other brands are doing, because I find you can talk yourself out of things. 

Science meets skin health

When we started out, our big thing was – and still is – that we’re a science-led brand that’s balanced by botanicals. Now the conversation is a little different. We’re talking more about the skin barrier, formulation and where we source our ingredients, because consumers are so educated on skincare and want to know what makes us different.

Failure is part of success

I always say I have a PhD in failing. I fail every day, and that’s OK. I work on our product formulations, and I know the only way to create a great product is to fail 100 times – sometimes it separates or the texture isn’t right, but that’s how you learn, redo it and end up with the final product. Then sometimes you put it on the market, and people don’t like it. We can become our own obstacle by taking failure to heart, but you have to keep your ego low and move forward. 

Brand founder, Sunday Riley

Wave of hydration

We used to have a moisturiser called Tidal, but we discontinued it years ago. It had such a cult following, and people would ask about it all the time. The technology for hyaluronic acid has really changed, so I modernised the original idea and leaned into more of a serum consistency. We’ve modified the hyaluronic acid to be lipophilic, so you can drop that moisture much deeper into the skin than before. That was the genesis of launching our Tidal Deep Hydration + Plumping Serum.

Sustainable beauty

People often only think in terms of the packaging. But it’s a lot more than that. It’s about how you operate every day. We’re B Corp-certified, which means that we have to show sustainability practices not just with our products, but at a company-wide level. We’re also plastic neutral, which means that we pick up as much plastic from the environment as we sell in a year. 

Feeling good in your own skin

Taking care of myself is a really big thing, because I want to be alive for a long time. I’ve got a pretty strong supplement game – I feel the difference if I don’t take them. I’m fatigued and not like myself. I take methylated B vitamins and folate, creatine and collagen peptides, and it’s like someone has given me an extra battery in my body.

Hero products

Essentials

Non-negotiable luxury

A really phenomenal coffee – it starts my day right. I use a French press, and I’m very specific about the beans and the coffee mug. I find it very grounding.

Autumn skincare

The cold really does zap your skin, so it’s important to add oils into your routine to replace ceramides. They’re a critical part of the skin’s moisture barrier, and we produce less and less as we get older. 

Wellness routine

I’m intrigued by lymphatic drainage of the face, because I am someone that swells very easily. I’m pretty good at doing it daily, just to make sure that I’m balanced physically and emotionally, and I’m working on developing a tool for it.