Saie

Saie operates as a direct-to-consumer beauty brand in the clean cosmetics market, focusing on products that are formulated without certain ingredients the company deems harmful. The company was founded in 2019 by Laney Crowell and is based in New York City. Crowell's background includes a five-year tenure at Estée Lauder, where she helped establish the company's digital communications department, and experience in fashion print editorial. This period, which she considers equivalent to an MBA, provided her with deep insights into the beauty industry, from product development to influencer marketing. The inspiration for Saie emerged after Crowell started a wellness blog, The Moment, and discovered a gap in the market for clean makeup that was also chic, high-performing, and luxurious. The brand's name is derived from the phrase, "You Saie it, we create it," reflecting its community-driven approach to product development, actively using feedback from its social media followers.

Saie's business model is primarily internet-first, with the majority of its revenue generated through its own e-commerce website, though it has expanded its distribution through strategic retail partnerships, including Sephora, Goop.com, and Cult Beauty. The company's products are designed to offer a "no-makeup makeup" look, combining skincare benefits with cosmetic effects. Formulations often include hydrating and nourishing ingredients like hyaluronic acid, squalane, and papaya seed oil, appealing to consumers with a skin-first approach. Key products include the Glowy Super Gel, Slip Tint tinted moisturizer, Dew Blush, and Mascara 101. The brand's commitment extends to sustainability, with initiatives focused on eco-friendly packaging, becoming Climate Neutral Certified, and Plastic Negative. It launched The Saie Climate Initiative with goals to achieve net-zero carbon emissions and recover millions of pounds of plastic waste. Saie has successfully raised capital through pre-seed and seed funding rounds, with investors including Unilever Ventures and notable angel investor Gwyneth Paltrow.

Keywords: clean beauty, direct-to-consumer cosmetics, Laney Crowell, sustainable makeup, community-driven brand, skincare-infused makeup, digital-first beauty, Sephora brand, eco-friendly packaging, cruelty-free cosmetics, no-makeup makeup, Glowy Super Gel, Slip Tint, Dew Blush, Estée Lauder alum, wellness blog, beauty industry veteran, Plastic Negative Certified, Climate Neutral Certified, Unilever Ventures, celebrity-backed brand, high-performance clean makeup, minimalist beauty, transparent ingredients, beauty e-commerce