A Modern Fairy Tale – Briar Rose Beauty

For Sarah Merrill, founder of Briar Rose, beauty has always been about more than appearance, it’s about confidence, connection, and empowerment.

Sarah, who is from the Chehalis Nation, has spent years reconnecting with her Indigenous roots and culture. Her childhood memories include attending Indigenous culture classes and taking part in gatherings at the Big House, where she first developed a deep sense of belonging and pride in her heritage. Growing up surrounded by Indigenous art and traditions, she carries that appreciation with her today, and it continues to inspire both her personal journey and her business vision.

Her entrepreneurial journey began at just 14 years old, when she persistently asked for a job at a local drug store in the cosmetics department in Courtenay until the manager finally said yes. Working in cosmetics throughout high school, Sarah quickly discovered her passion for beauty. Inspired by celebrity styles and practicing makeup on Barbie dolls and friends at school, she soon found herself styling classmates and eventually their mothers too.

After starting a family, Sarah launched a bridal hair and makeup business with her best friend. From there, she expanded into lash services and permanent makeup, operating out of her home before taking the leap into her own studio space. Inspired by Disney characters like Maleficent and Sleeping Beauty, she created Briar Rose, named after Sleeping Beauty’s alias, and built a brand centered around beauty, confidence, and creativity.

Over time, the business continued to grow. Sarah partnered with Chantal Swayze, expanded services, invested in laser technology, and eventually opened their own salon space. Today, Briar Rose Beauty is celebrating five years in its own location with a thriving team, loyal clients, and a welcoming atmosphere where clients leave feeling empowered and confident.

Now, Sarah is preparing to launch an Indigenous-inspired lash line called “Elu”, a name rooted in Indigenous meaning and inspired by life, beauty, and giving back. A portion of the proceeds will support Indigenous organizations, and Sarah hopes to one day showcase her products at Indigenous Fashion Week.

Sarah credits NEDC for helping turn her dreams into reality.

“NEDC made my dreams come true. Without their support, another ten years may have passed before I moved forward. As a single mom, fear can hold you back, but NEDC gave me the confidence, structure, and financial support to take that first step.”