The buzzy makeup brand founded by Laney Crowell is filling out its C-suite.
— a planet-friendly approach to merch. This year, it also had a pop-up bodega with Saie products and branded merchandise in New York. “There’s this great tension between local relevance and having a global brand,” Perdomo-Ruehlemann said. “We want to lean into understanding who is talking about us. We need to crystallize who that Saie girl or woman is.”
Social listening is part of the brand’s DNA. When Crowell founded the brand, she also founded the Clean Beauty Crew, a 2,000-member-strong private Facebook group where Saie mines for consumer insights. “The members give up their time, they care so deeply about the brand and want to give their perspective on it,” Perdomo-Ruehlemann said. “It’s a brander’s dream.”
Part of what’s working is the brand’s planet promise, which includes its journey to eliminating plastic entirely from its packaging and a partnership with Terracycle. “We invest so heavily in making sure that our footprint is as small as possible and that we’re impacting the planet not just as little as possible, but in a positive way,” Crowell said.is taking the same intentionality to building the business.
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