Wellness with your “beauty bestie” Sarah Palmyra

The internet’s skincare “beauty bestie” Sarah Palmyra has quickly become Gen Z’s leading source for skincare advice. If you’ve ever scrolled through TikTok, you’ve likely stumbled upon one of Sarah’s viral videos, which have amassed over 20 million likes, and counting. Sarah’s innovative tips have caught global attention, with coverage from outlets such as KTLA, CNN, The New Yorker, The Washington Post, and Refinery29 to name just a few. Her in-depth knowledge of the beauty and skincare industry is in part due to her experience working as a beauty consultant at Sephora, where she learned the ins and outs of products, brands, and honed her shopping skills to find the best product for her skin concerns. Sarah’s valuable insider information keeps her audience coming back for more, with over 2 million followers across her socials.

 

Q: You’ve built a highly engaged community that genuinely trusts your recommendations. How do you build and protect trust with your followers in an oversaturated beauty space?

A: It’s probably because I too was a “follower” before I became a “creator.” I would watch beauty videos on YouTube, save up as much money as I could, and then make a $40 Sephora purchase hoping that the product someone recommended online would really be as amazing as they said it was. So I really feel like I have a huge responsibility when recommending things because I know what it’s like to save up to purchase something. It means a lot to me when my followers trust my recommendations. When you lead with “what value can I give others” rather than “what can my audience give me” or “which idea is the most viral?” it allows you to create an online space where your audience can really count on you. I’m really passionate about creating an online space where people could easily learn about beauty and selfcare without judgement in a fun way. My favorite compliment is when someone tells me they discovered their new favorite product from my videos or that one of my tips really helped them. 

Q: What inspired your path to becoming a creator, and how has that journey evolved as your audience and responsibility have grown? 

A: In the pandemic, I was let go from my job at Sephora. There were a lot of lay offs during that time because of store shut downs in COVID and I remember feeling really devastated. Not just because I got laid off but also because working there was really my happy place. Talking to other people all day about beauty didn’t feel like work to me. So I started making videos online because I was craving that connection again. At first I was just hoping to have a few comments underneath my videos so that I could start talking to people online and then it really grew and evolved. I wanted to become a resource for people for honest advice and beauty recommendations and build a community. And honestly I’m most proud of my comment sections in my videos more than my follower count because people actually talk to each other in my comments and it feels like we have our own little beauty forum. 

Q: You’ve recently become known for your expertise in K-beauty and skin. What does K-beauty truly master that Western beauty often misses?

A: To put it simply, it’s more FUN. I think K-beauty really focuses on innovation in formula, packaging, and most importantly, user experience. So while K-beauty brands are constantly thinking about “what’s next?” and coming out with squishy blushes that are shaped like edible jelly and come with a portable key chain for example, Western brands seem to recreate what’s already working rather than risking coming out with something completely new which is why we’re seeing hundreds of versions of niacinamide serums or lip treatments year after year. I mean seriously, how many lip treatments do we really need? And I think as both a creator and a consumer I get burnt out and so does my audience.

Q: K-beauty products are celebrated for innovation, barrier health, and glass skin. What fundamentally makes K-beauty different from traditional U.S. beauty products?        

A: In the U.S. there’s a focus on always “doing something” to your skin whether it’s brightening, tightening, exfoliating, scrubbing…it’s endless. Most products focus on active ingredients that fix a problem. While this isn’t a necessarily bad approach, it’s definitely the opposite ideology in Korea. In Korea, your skin barrier comes first. You’ll notice that most products in a Korean skincare routine focus on hydrating and soothing the skin. Most of my Korean friends are only using 1-2 targeted products for whatever skin concern they might have in their routine which is very different from what we see in the US. I personally think that most skin issues are either caused by a damaged barrier or made worse by a damaged barrier which is why I love that mindset. 

Q: Are there specific K-beauty product categories or ingredients you consistently recommend and why? 

A: I will always sing the praises of centella asiatica and what it can do for redness and irritated skin. It’s an amazing ingredient that soothes inflammation and speeds up healing. It’s so amazing for a damaged skin barrier and it’s great for acne prone skin too. I love the Skin1004 centella line especially their sunscreen and I’ve used the Purito centella unscented recovery serum since 2019.

Q: If you could give one piece of wellness advice to women looking to improve their health, what would it be? 

A: Your energy is your most precious asset which is why not everyone deserves access to you. Once I realized this, I started making a note of the people or things in my life that were making me feel depleted and negative so that I could let them go. My life experiences have taught me that at the core of mental and physical health is your mindset and how you show up energetically. Surrounding yourself with people or experiences that inspire you and uplift you is so important and really affects your stress levels, your nervous system, your confidence…it’s everything.

"Your energy is your most precious asset which is why not everyone deserves access to you."

 

Q: How do you think about skin health beyond topical products—nutrition, nervous system, sleep, and consistency? 

A: I really believe that skincare is so much more than just the products you use on your face (although they can help a lot) so I try to be kind to myself when I’m going through a stressful period or not sleeping or eating well. But consistency is key. You can’t control how life goes and how that can affect your skin but you can try to stick to a routine. I’m a huge believer in routines. Whether it’s my meal prep to make sure I’m eating better, taking my supplements in the morning before doing a quick workout, prioritizing selfcare before bed with skincare and a good book…trust me, if you put it in a routine, you’ll be able to stick to good habits more easily even when life gets crazy. 

Q: A morning or nightly ritual you swear by and why it matters?

A: Redlight before bed. I’ve been an avid red light user for the last five years and it’s truly transformed my skin. If I have limited time I will use my Currentbody redlight mask because each session is only 10 minutes or I’ll use my BonCharge red light panel and do a 20-30 minute session. Red light is incredible for building collagen in the skin which helps with aging, increasing circulation which reduces inflammation, redness, and dark spots. It’s also great to do this before bed and some studies show red light can trigger your body's natural production of melatonin to help you sleep better. And because I need to close my eyes when I do this, I am forced to meditate instead of scrolling on my phone so it's the perfect habit stack!                      

Q: What’s your favorite Juna product, and how do you naturally incorporate it into your everyday routine? 

A: I have been obsessed with the Juna Nightcap sleep gummies (I seriously crave the taste at this point). I find it hard to wind down and not feel tempted to run through to-do lists in my head or scroll on my phone before bed so adding these into my routine has really helped me feel more relaxed. I usually take them half an hour before I want to start my nighttime routine and they’ve helped me feel more calm and slightly sleepy so that I’m more likely to reach for a book than I am to doom scroll. I also love how they don’t leave me feeling groggy in the morning. 

Q: Are there any health areas you’re currently supporting or prioritizing?

A: Now that I’m in my 30’s, my hormones and nervous system is something I’m actively prioritizing. Meditation and outdoor walks are two small things I do for regulating my nervous system and anchoring every meal with protein helps stabilize my hormones. 

Q: When was the last time you felt truly inspired—and what sparked it?  

A: Last weekend I went on a hike with one of my friends and we chatted about life, spirituality, and our business ideas. Any time I can spend with other women who are creative and passionate about what they do always leaves me feeling energized and inspired. 

Q: Current favorite book, podcast, playlist, or app?                  

A: I have been binging my friend Delina’s podcast, It Takes a Village. She talks to women founders and creatives about how they were able to build their businesses and it is so fascinating. 

Where can people find and follow you (and your work)?
You can find me @sarahpalmyra everywhere (TikTok, Instagram, and YouTube)!