According to Forbes, Saie founder Laney Crowell has built her clean beauty brand into a $100 million phenomenon in just six years, with the company celebrating its anniversary on November 7. The brand has seen growth more than six times its original business and now has 10 products in Sephora’s top 10 rankings, including their #1 highlighter Sunglow. Starting from a single shelf at Sephora in February 2021, Saie is expanding to full two-bay spaces in all stores by 2026. Crowell was recently named to the TIME100 Next list as the only beauty representation this year, while the brand’s client growth is running five times the makeup category average year-to-date.
The community-first formula
Here’s what makes Saie different: they actually listen. Crowell started with a blog called The Moment where she asked her community what was missing in clean beauty. The response was clear – people wanted better color cosmetics that didn’t compromise on performance. That “you say it, we create it” ethos became Saie’s DNA. It’s why they launched one of the first beauty brand Substacks, The Saie Office, giving people real behind-the-scenes access.
But this isn’t just feel-good marketing. Their Slip Tint Setting powder came directly from community requests for something that wouldn’t dull their glow. They spent years developing it using Italian technology. When your customers are basically your R&D department, you’re building something that actually solves real problems.
Navigating the dupe era
Now here’s where it gets interesting. Saie operates in a world where dupe culture has exploded – searches for “dupe + skincare” jumped 123.5% recently. Their viral Vanity Case and Sunglow highlighter have both been copied. But Crowell’s approach is surprisingly philosophical: “If you copy art, it will never be as good as the original.”
She’s not wrong. The real innovation is in formulas that most color cosmetics treat as table stakes. Saie proves that clean can mean luxurious performance, not just marketing claims. When nearly one-third of beauty products call themselves “clean” these days, actually delivering on that promise while competing with legacy giants? That’s the real achievement.
The clean beauty movement matures
Saie’s success reflects a bigger shift. The global clean-beauty market is projected to reach $21.29 billion by 2030, growing at nearly 15% annually. But here’s the thing – it’s moving beyond niche. Saie doesn’t just appeal to clean beauty lovers; they’re pulling in everyone who wants better formulas. That’s the maturation of the movement right there.
Their sustainability work isn’t just lip service either. The Planet Beautiful campaign collected over a million pounds of plastic with Sephora. They’re aiming for five million pounds in three years. When you’re making those kinds of investments, you’re building a business pillar, not just checking marketing boxes.
What’s next for beauty innovation
Crowell says they’re “just getting started” with international expansion and category expansion. Given that beauty trends continue shifting toward transparency and performance, Saie’s positioned perfectly. They’ve proven clean beauty can compete at the highest level – not as an alternative, but as the new standard.
The real lesson here? Building with your community isn’t just nice – it’s smart business. When you create products people actually ask for, and deliver performance that beats the giants, you get that magic momentum Crowell talks about. Six years and $100 million later, it’s clear she’s onto something.
