Who Is Sarah Jossel? Award-Winning Journalist and Beauty Expert

Sarah Jossel is an award-winning journalist, writer, and television presenter, best known for her role as the Beauty Director at The Sunday Times Style and her regular appearances on ITV’s This Morning. Over the past decade, Sarah has carved a reputation as one of the UK’s most trusted and relatable beauty authorities, blending her editorial expertise with an authentic, warm on-screen presence. Her journey is a powerful example of how knowledge, passion, and dedication can shape a successful career in both print journalism and broadcast media.

Beyond beauty trends and product recommendations, Sarah Jossel is a storyteller, advocate, and educator who has helped demystify the beauty industry for mainstream audiences. Her ability to connect with viewers and readers has earned her both critical acclaim and a loyal following.

Full Name	Sarah Jossel
Profession	Journalist, Beauty Director, TV Presenter
Known For	The Sunday Times Style, ITV’s This Morning
Years Active	2010–present
Nationality	British
Social Media	@sarahjossel (Instagram)
Notable Roles	Beauty Director, TV Beauty Expert
Writing Focus	Beauty, skincare, wellness, industry ethics
Awards	Beauty Journalist nominations and recognitions

Early Life and Education

Sarah Jossel was born in the United Kingdom, though she has maintained a relatively private profile regarding her early personal life. From a young age, Sarah showed an interest in writing, media, and storytelling. She was also drawn to beauty and skincare — not from a superficial lens, but from a place of curiosity and empowerment.

Sarah pursued her education with a focus on journalism and media communications, though the specific institutions she attended have not been publicly detailed. She has often credited her early exposure to British media as a defining factor in choosing a career that would combine creative flair with a journalistic backbone.

Early Career in Media

Sarah Jossel began her career in the editorial world, gaining experience at well-known British publications. She worked behind the scenes in various fashion and beauty departments, where she developed an understanding of the inner workings of the magazine industry. Her meticulous approach, industry knowledge, and creative ideas soon set her apart.

Sarah’s early years were spent learning not just about beauty products, but about consumer psychology, reader engagement, and ethical journalism. She quickly transitioned from assistant roles to editorial leadership positions.

Joining The Sunday Times Style

Sarah Jossel’s big break came when she joined The Sunday Times Style, one of the UK’s most respected lifestyle publications. Through talent and tenacity, she worked her way up to become the Beauty Editor, and eventually, the Beauty Director of the magazine.

At Style, Sarah brought a modern voice to beauty journalism. She was celebrated for writing honestly about products, challenging unrealistic beauty standards, and spotlighting inclusive, science-backed brands. Her columns gained popularity not just for their recommendations but for their educational, empowering tone.

Role as Beauty Director

As Beauty Director, Sarah Jossel has:

Curated award-winning beauty content
Interviewed top industry experts and brand founders
Tested thousands of products to offer honest, trustworthy reviews
Led editorial campaigns promoting clean beauty, skin positivity, and realistic standards

Under her direction, The Sunday Times Style’s beauty section became a go-to destination for readers who value transparency, wit, and real-world relevance in their beauty advice.

This Morning: Reaching a National Audience

Sarah became a household name when she joined ITV’s flagship show This Morning as its resident beauty expert. Her role on the show includes:

Live demonstrations of products
Skincare and makeup tutorials
Product reviews and comparisons
Q&A sessions with viewers seeking practical beauty solutions

Her style is friendly, down-to-earth, and informative. Unlike many beauty influencers, Sarah’s advice is grounded in journalism and research, not marketing hype.

Awards and Industry Recognition

Sarah Jossel has been recognized multiple times for her contribution to media and beauty journalism. She has been:

Nominated for “Beauty Journalist of the Year”
Honored by brands and retailers for her impact on consumer education
Featured on beauty panels and events across the UK

Her success is rooted not only in her writing but in her commitment to authenticity and accessibility.

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Writing Style and Public Persona

What sets Sarah Jossel apart is her ability to make complex beauty topics approachable. Whether discussing SPF ratings, hormone-related skincare, or clean beauty, she explains everything in a way that’s understandable without being condescending.

She often shares personal anecdotes — about skin flare-ups, product mishaps, or beauty myths — which endear her to audiences. Her voice is warm, conversational, and always credible.

Advocacy and Honest Beauty Conversations

Sarah doesn’t just talk about the latest trends; she also challenges the industry when needed. She has spoken out about:

Greenwashing in beauty marketing
Unrealistic beauty standards in media
The need for inclusive representation in product ranges
Mental health and self-image in relation to beauty advertising

Her position is clear: beauty should be empowering, inclusive, and based on truth — not unattainable ideals or profit-driven hype.

Digital Presence and Social Media

Sarah Jossel maintains a thoughtful presence on platforms like Instagram (@sarahjossel), where she shares:

Behind-the-scenes from TV shoots
New product launches
Beauty routines and seasonal advice
Personal reflections on life, work, and wellness

Unlike traditional influencers, Sarah avoids over-commercialization. Her posts are informative, well-balanced, and rarely sponsored, preserving trust with her audience.

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Personal Life and Privacy

While she is a public figure, Sarah Jossel keeps her personal life private. She rarely shares details about her family or romantic relationships. What she does share — such as experiences with skin health or wellness challenges — is always in service of helping others, not seeking attention.

This balance between public service and personal privacy has earned her respect in both media and consumer circles.

Mentorship and Speaking Engagements

Sarah has taken part in career mentorship programs, especially for young women entering journalism or the beauty industry. She has spoken at:

London Fashion Week events
Journalism and communications schools
Industry panels on beauty trends and consumer trust

She often encourages young professionals to focus on integrity over influence, urging them to be researchers first, content creators second.

Influence on the Beauty Industry

Through her work, Sarah Jossel has influenced the way mainstream audiences view beauty journalism. She has contributed to:

A shift toward ingredient transparency
More inclusive beauty standards
Science-based product education in mainstream media

She’s a trusted bridge between brands, experts, and consumers — not merely a trendspotter but a guide for responsible beauty decisions.

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Final Thoughts

Sarah Jossel is more than a journalist — she’s a voice of reason in an often confusing beauty landscape. With honesty, expertise, and a deep respect for her audience, she continues to educate, empower, and elevate the conversation around beauty. Whether through the pages of The Sunday Times Style or the screens of This Morning, Sarah reminds us that beauty should enhance confidence, not complicate it.

FAQs About Sarah Jossel

Who is Sarah Jossel?

Sarah Jossel is a British journalist, TV presenter, and the Beauty Director of The Sunday Times Style. She also appears regularly on This Morning as a beauty expert.

What is Sarah Jossel known for?

She is known for her trustworthy beauty journalism, award-winning editorial work, and public appearances discussing skincare, wellness, and product integrity.