About Sarah · Makeup artist & founder

Hi, I’m Sarah.

I’m a makeup artist with more than 20 years of experience and the founder of Makeup by Sarah Fendrich: clean, cruelty-free makeup and skincare for women who want to look like themselves, only more polished.

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Makeup artist Sarah Fendrich applying makeup to a client during an in-home session
Sarah Fendrich, makeup artist and founder of Makeup by Sarah Fendrich

My story

Why I started my own line

I trained and worked as a makeup artist at Bobbi Brown and Christian Dior, and spent years behind the counter learning what makes a formula perform, and what makes a woman feel like herself when she looks in the mirror.

When I lost my mom unexpectedly, I knew I wanted to build something of my own. Something that would make her proud.

In 2022, with a one-year-old daughter at home, I launched Makeup by Sarah Fendrich. Every product in the line is one I use on my own clients, and one I put on my own face.

Sarah

What I believe

Makeup for the woman you’ve become

Makeup should work with the skin you have now.Not the skin you had at 25. My formulas are made to look fresh, not heavy, and to stay put without settling into fine lines.
Clean matters.Everything I make is clean, cruelty-free and Halal certified, made in North America under Good Manufacturing Practices.
The right shade changes everything.I match foundation shades personally, even from a photo. Find your shade →
Simple beats complicated.Fewer products that do more. My lipsticks and lip glosses are designed to pair, so every lipstick has a gloss to match.

Working with me

What it’s like to work with me

Whether it’s a lesson, an event or a party, I come to you with my kit and my own line. I start by looking at your skin, your features and how much time you actually want to spend on makeup. Then we build a look that feels like you, and you leave knowing exactly which products to use and how.

I work across the Bay Area and beyond.

Makeup for Events Makeup Lessons Makeup Parties Corporate Headshots & Weddings
“She has an incredible eye for color and took the time to find shades that were perfect for me while keeping my routine simple and easy… I left feeling confident, refreshed, and excited to wear my new makeup.”

Melanie B. · Google review

★★★★★ 5.0 on Google · Honored twice by the Danville Area Chamber of Commerce · Featured in Daily Mom

Let’s find your look

Shop the six products I reach for first, or book time with me in person or on Zoom.

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Writing about clean beauty or women founders? Download my media kit or email sarah@sarahfendrich.com.