Interview | Laney Crowell of Saie
Before founding Saie, Laney Crowell gained extensive experience in both the beauty and media industries, holding senior roles at Estée Lauder and Well+Good. In 2017, she launched The Moment, a clean beauty blog sharing everything from product recommendations to healthy living tips.
An advocate for clean, non-toxic beauty, Crowell identified a significant gap in the market for a high-performing, eco-friendly, and safe makeup brand, that was also effortlessly cool. So, she decided to create her own, and in 2019, Saie was born.
Saie launched with a promise to deliver clean, performance-driven makeup, using sustainable packaging and practices, while striving to create positive change within the wider beauty industry. The result was a collection of award-winning products that are elevated, effortless, and easy to use. Most importantly for Crowell, they are formulated with only the purest and safest ingredients, having excluded over 2,000 harmful substances.
As part of Saie’s ongoing commitment to people and the planet, the brand recently launched The Saie Climate Initiative, aiming to set a new benchmark for sustainability through a three-part approach. This includes eliminating and offsetting carbon emissions throughout its supply chain, with a target of achieving net zero by 2039; partnering with rePurpose Global to recover 5 million pounds of plastic over three years in India, Indonesia, Cameroon, and Colombia; and creating an all-women board of leaders from the beauty and sustainability sectors to drive this mission.
We recently caught up with Crowell to discuss all things Saie, including her inspiration, business advice, and beauty tips.
What inspired you to create Saie?
My community! I had a blog, and my readers made it loud and clear what they were looking for in a clean makeup brand, which didn’t exist at the time. That’s where the name of the brand comes from: You Saie it. We create it.
What has been the biggest highlight?
There are too many to count. I feel like I’m living my dream every day, even on the really hard days. I am very inspired by Saie, our community, my amazing team, and our retail partners.
What product is the best introduction to the brand?
I would start with Glowy Super Gel and Dew Blush. Sometimes that’s all I wear! There’s nothing like them on the market that lets you experience the Signature Saie Glow.
What advice would you give to those wanting to launch their own beauty brand?
Stay focused on your vision, and don’t get discouraged by the inevitable challenges. I truly believe that the key to being a successful entrepreneur is persistence. You have to have grit to withstand the setbacks, but that grit and persistence are the keys to success. You’re going to have amazing highs, but an equal number of lows (deep, horribly painful lows), and you have to have the ability to keep pushing through those challenges.
What does your five-minute makeup routine look like?
I love doing my makeup, but I have so little time before dropping the kids off at school. I always start with sunscreen, followed by Glowy Super Gel all over. Slip Tint and Slip Tint Concealer even out my complexion. Then, I curl my lashes, apply Mascara 101 (the best!), brush my brows up, apply some Dew Blush to the apples of my cheeks, and finish with a swipe of Glossybounce. If I have a few extra seconds, I’ll set it all with Airset and spritz a little of my favourite fragrance, French Lover by Frederic Malle. And that’s it!”
What are three beauty products you cannot live without?
A great SPF, lip gloss (of course, I’m obsessed with swiping on our Glossybounce as it’s so hydrating and long-lasting), and a brow gel — I really like the one from KS&CO by fellow founder Kristie Streicher.
What was the first beauty product you purchased?
I think it was a cherry lip balm from a drugstore.
What is the biggest makeup lesson you’ve learned?
Prime your brush. Saie makes the most luxurious brushes, and once I started priming them by applying the product to the back of my hand and working it into the brush, I achieved a gorgeous, even finish with less product — perfect for the ultimate no-makeup makeup look.
What person or brand would you love to collaborate with?
Patagonia! I deeply admire Yvon Chouinard’s philosophy and commitment to sustainability. I recommend his book, Let My People Go Surfing, to everyone I meet, as it’s been a huge inspiration to me. Saie is also a proud member of 1% for the Planet, an initiative he co-founded, which reflects our shared commitment to both people and the planet.
Saie is available at Cult Beauty in the UK, and Sephora in the US.