Female Founded: Saie

When it comes to beauty, few names have sparked the kind of devotion Saie has. Born out of a dialogue with her community, founder Laney Crowell set out to reimagine “clean beauty” not as a niche, but as the new standard. With Sephora shelves, award-winning formulas, and an activist edge, Saie is proof that modern beauty brands can - and should - stand for more.

As one of Sephora’s top 10 makeup brands and a recognised force in sustainability and advocacy, Laney has built Saie into a brand that’s as luxurious and high-performing as it is purposeful. We sat down with her to talk about the spark behind Saie, what it means to grow a values-driven business, and why community will always come first.

What was the spark that led you to launch Saie?

After leaving big beauty, I started a blog called The Moment, where I shared my love for clean beauty, health, and wellness. I began asking my community on Instagram Stories what they wanted from a beauty brand, and the feedback was incredible. They told me exactly what they were looking for in a clean brand, and one of the first products we created together was Mascara 101, which is still in Saie’s collection.

How did the name Saie come about and what does it mean to you now?

That early dialogue with my community became the spark for Saie. Our name reflects that idea: you saie it, and we create it.

You’ve worked at glossy magazines and beauty giants. What did you want to do differently when striking out on your own?

I didn’t leave big beauty intending to launch another brand. But once I started Saie, I knew I wanted it to feel different. I wanted every team member to have a voice, and I wanted our mission to extend beyond beauty itself. Saie was built on the foundation of creating products people love, while also making a positive impact on people and the planet.

What do you think makes “clean beauty” today feel different from the first wave of “natural beauty” a decade ago?

Today, clean beauty is much more clearly defined. We have transparent “no” ingredient lists, accountability around packaging, and partnerships with circular programs like PACT Collective. It’s not just about ingredients anymore, it’s a holistic commitment that considers the full 360 of clean.

Can you share some of the key milestones or challenges you’ve faced in running Saie, and how they have shaped your journey as a female founder?

One of our biggest milestones was launching at Sephora, which gave us a global platform to share Saie’s mission, followed by the rollout of our 2-bay earlier this year. Like many founders, I’ve faced the challenge of balancing rapid growth with staying true to our values, especially when fundraising as a female founder in a space where access to capital isn’t always equal. Those challenges have made me a more resilient, purpose-driven leader and reaffirmed why keeping our mission at the center of everything matters so much.

If someone’s meeting Saie for the very first time, which product should they start with?

That’s always a tough one…it depends on your routine! But if I had to choose, I’d say Glowy Super Gel. It’s universally loved and incredibly versatile: use it as a primer, a highlighter, mix it with foundation, or wear it on its own. It’s the easiest way to get that gorgeous, dewy look.

How do you balance making products people want now with building a brand for the long run?

So much of our inspiration comes directly from our community. Our mission is about listening closely to what people need now, while also innovating with longevity in mind. By combining customer feedback with the best technology and ingredients available, we’re able to create products that are both timeless and future-focused.

You’ve led big initiatives like Every Body, around reproductive justice. Why was it important for you that Saie stands for more than make-up?

The Every Body campaign was the largest reproductive rights initiative the beauty industry has ever seen. More recently, we partnered with Sephora on Planet Beautiful, rallying the industry to take on the plastic waste crisis. For me, it’s essential that Saie does more than makeup: that our products are good for people and the planet, and that consumers know they can choose brands like ours that stand for positive change.

What advice would you give to other female founders looking to enter the beauty space?

Trust your instincts and listen closely: your community will show you what’s needed. Make decisions efficiently, and if you find yourself dwelling on something endlessly, it’s probably not worth it. Surround yourself with people who both challenge and support you, because the journey is always easier with a strong team.

Looking ahead, what are your aspirations for Saie, and how do you envision the brand evolving in the rapidly changing beauty and wellness landscape?

My hope is to continue building Saie into a heritage brand, staying true to our values while creating products and experiences that resonate with our community for years to come.