Saie
| Company type | Private |
|---|---|
| Industry | Cosmetics |
| Founded | 2019 |
| Founder | Laney Crowell |
| Headquarters | |
| Products | Makeup |
| Website | www |
Saie (pronounced: say)[1] is an American cosmetics brand known for its line of clean makeup. It is based in New York City.
History
Saie was founded by Laney Crowell, a beauty blogger who had formerly worked in digital communications at Estée Lauder and StyleCaster.[2] The brand was launched in November 2019, with a mascara, brow gel, lip balm, and lavender eyelash curler,[2] introducing beauty products free of toxic ingredients, with eco-friendly packaging.[1][3]
Initial investors included Unilever Ventures, Toms Shoes founder Blake Mycoskie, LearnVest founder Alexa von Tobel, and Vintner's Daughter founder April Gargiulo.[2] In April 2020, it was reported that Saie had raised a seed round, with investors including Gwyneth Paltrow.[4]
At first, the products were sold direct to consumers.[2] By 2020, it was also selling with Goop and Follain,[5] later expanding to Sephora and other retailers.[3] In 2024 the brand launched at Sephora Middle East in Bahrain, Kuwait, Oman, Qatar, Saudi Arabia, and the United Arab Emirates.[6]
Products
The brand's products include mascara, brow gel, lip balm, lip gloss, eyelash curler, highlighters, foundation, bronzer, concealer, blush, and makeup bags.[3][5][7] Saie is a "clean makeup" line, banning more than 2,000 toxic or environmentally unfriendly ingredients from its products, such as phenoxyethanol and synthetic fragrance.[1][2] Its products are manufactured in the US, Canada, and Italy.[3]
In 2021, the brand launched Saie Vintage, a collection of merch created using vintage clothing.[8]
Initiatives
In October 2022, following the overturning of Roe v. Wade, Saie launched the Every Body campaign to help raise awareness for reproductive rights. The initiative brings together 63 beauty brands to benefit SisterSong, a pro-choice organization. Saie also partnered with SEEN Library for Every Body Library, a pop-up in New York City offering banned books on reproductive rights, feminism, and female experiences.[9]
On Earth Day 2024, the company released The Saie Way: A Climate Docuseries, a Web series focused on their commitment to sustainability.[3][10]
In 2024, the company announced the Saie Climate Initiative, a partnership with rePurpose Global to collect 5 million pounds of plastic waste by 2027, from coastlines in India, Indonesia, Cameroon, and Colombia. As part of the initiative, the company also announced its commitment to reaching net zero carbon emissions by 2039, and to establishing an all-female board of experts for the mission.[11]
Saie participates in sustainable certification programs such as One Percent for the Planet, donating 1% of proceeds to environmental nonprofits, and is climate neutral certified and certified plastic negative.[10][12]
References
- ^ a b c Moynihan, Lydia (23 January 2025). "How Saie founder Laney Crowell's network built her clean beauty brand". New York Post. Retrieved 17 November 2025.
- ^ a b c d e Collins, Allison (21 August 2019). "Brand Founders and Unilever Ventures Back Clean Makeup Brand Saie". Women's Wear Daily. Retrieved 7 November 2025.
- ^ a b c d e Bhardwaj, Divya (21 March 2025). "How Saie Hit $100 Million in Sales Without Cutting Any Corners on Sustainability". Inc. Retrieved 17 November 2025.
- ^ Valenti, Lauren (4 August 2020). "How This Clean Beauty Brand Won Over Gwyneth Paltrow—and Became an Instant Cult Favorite". Vogue. Retrieved 17 November 2025.
- ^ a b Collins, Allison (4 August 2020). "Gwyneth Paltrow Invests in Clean Makeup Brand Saie". Women's Wear Daily. Retrieved 17 November 2025.
- ^ Flora, Liz (15 October 2024). "'Clean-Girl' Beauty's Next Stop: Ultra-Glam Dubai". Business of Fashion. Retrieved 17 November 2025.
- ^ Stephenson, Clare (7 January 2025). "Saie Beauty is all over TikTok – but these are the products actually worth trying". Cosmopolitan. Retrieved 17 November 2025.
- ^ Spruch-Feiner, Sara (5 October 2021). "Saie debuts vintage clothing in lieu of merch". Glossy. Retrieved 20 November 2025.
- ^ Yaptangco, Ariana (27 October 2022). "Saie Opens the 'Every Body Library' to Champion Reproductive Justice". Glamour. Retrieved 7 November 2025.
- ^ a b Spruch-Feiner, Sara (22 April 2024). "Saie debuts a docuseries to highlight its sustainability commitment". Glossy. Retrieved 17 November 2025.
- ^ Manso, James (23 September 2024). "Clean Makeup Line Saie Doubles Down on Sustainability Focus With Climate Initiative". Women's Wear Daily. Retrieved 20 November 2025.
- ^ Csernyik, Rob (15 September 2022). "Good Company: Saie's Clean, Green Approach to Cosmetics". Barron's. Retrieved 17 November 2025.