Clean and Conscious: Laney Crowell on Saie Beauty’s Path to Sustainable Success
The founder of the beauty company speaks to us about her path to conquering the Middle East
It promises the Holy Grail when it comes to beauty; nourishing, ‘clean’ ingredients coupled with high-performance. Ex-editor Laney Crowell’s US-based line, that launched in the region this October, may be entering a crowded market, but the CEO whose engaged online fans ‘Saie it’ and it happens, is determined. The brand’s USP? Firstly, scientifically researched formulas that deliver results. Secondly, “We are a brand that is built on community. From our Masterclasses where we discuss makeup basics, to Gloss Swaps where you can trade in your old lip gloss for our award-winning Glossybounce”. And lastly, the line is strongly linked to sustainability. Laney tells us, “We recently announced The Saie Climate Initiative, which is our love letter to the planet. We’ve committed to collecting five million pounds of plastic over the next three years, to net zero by 2039, and enlisted an all-female board to support and guide the initiative.”
Natasha Faruque: Your line has been described as ‘clean’. Is that a descriptor you would use?
Laney Crowell: We have a very strict list of ingredients we won’t include, but what excites me more than what we don’t include is what we do include. It’s revolutionary that we’re able to create products that look amazing and are great for your skin. And clean to us, means more than just our formulas. We are hyper focused on the footprint we’re leaving behind.
Natasha Faruque: You started off your career in the magazine world – what skills did you learn there that you then were able to transfer to the launch of a beauty brand?
Laney Crowell: I am a storyteller. I learned how to tell great stories through being a lover of movies (my first job was at a movie production company in Los Angeles). I honed in on my skills at magazines in New York. Storytelling is essential to telling our brand ethos and all that we represent. From our values, to our ingredients, to the creative direction we take to tell our brand story we have a lot going on. Being an excellent marketer and really thinking through the lens of what our consumer wants, is all storytelling.
Natasha Faruque: You have a digital media background too – how important is creating the hype around a brand?
Laney Crowell: To me this falls under the lens of storytelling. Social media and influencer marketing are excellent examples of how we tell our stories and empower others to tell our story with us. Building community across our social platforms and in our influencer relationships is something that comes innate to me because I love being with people and value true friendship. We spend a lot of time listening to our followers’ needs and speaking to our ambassadors to ensure we are serving them. We also love to experiment on different social and digital media platforms and using these new tools to tell our story. For example I launched a personal substack along with our Saie Substack that gives our community an inside look into life as a Saie employee.
Natasha Faruque: Do you think people prioritise sustainability, or is it just a bonus?
Laney Crowell: I don’t think consumers will buy a product they don’t want just because it’s sustainable. But what we do know is Gen Z prioritises brands that are sustainable. According to a study done by JUV Consulting, 52 per cent of Gen Z says that they would return a gift that was not sustainable!. I think this is the new luxury. Products that are incredible but are also thoughtful.
Natasha Faruque: What would you say is your hero product?
Laney Crowell: If I had to choose one it would be Glowy Super Gel. It gives a lit-from-within glow unlike any other. It’s not glittery or sparkly, it just gives you a stunning glow like you got a great night’s sleep. So many people tell me Glowy Super Gel is their secret weapon.
Natasha Faruque: The product that has gotten the most buzz is…?
Laney Crowell: Dew Blush is so viral we can’t even keep up! It’s so blendable and gives such a beautiful flush finish. It’s best in class when it comes to cream blushes, and it’s really fun to collect all the shades.
Natasha Faruque: Did you always have confidence that Saie was going to work?
Laney Crowell: I think I knew from the moment the idea came to me that this was what I was meant to be doing. It was a true ‘ah ha’ moment that I couldn’t ignore. Ideas and moments like that are so powerful give you the confidence to persevere through all the hard times that come from starting your own business.
Natasha Faruque: What are the top three lessons you’ve learnt:
Laney Crowell: As an entrepreneur: Accept failure
About the beauty world: Be the change you want to see
About what strikes a chord with the current consumer: Listen to the whispers
Natasha Faruque: Do you think there is an age demographic that you are particularly targeting, whether that was inadvertent or not?
Laney Crowell: Because of the look that we’re famous for, which is an easy, effortless make-up look, Saie resonates with everyone from Gen Alpha to Gen Z to Millennials to Gen X. Saie is very unique in that way, we cross generations. I am so proud of that because our products are safe for you and your skin, they’re non comedogenic so they won’t clog your pores, which makes me feel good about younger consumers using them. They’re also incredibly hydrating, which makes them ideal for older consumers who are in need of some extra moisture.
Natasha Faruque: The biggest mistake people make when it comes to skincare is…
Laney Crowell: Using products with silicones! Silicones are pore–clogging, dehydrating, and damaging to your skin. They definitely contributed to my acne when I was younger and it wasn’t until I started understanding and reading ingredient lists that I began to realize that silicon’s are in so many products because they are inexpensive (essentially fillers) but are really detrimental to your skin.
Natasha Faruque: The one product you would never forgo is…
Laney Crowell: I am religious about SPF, but equally so about washing my face at the end of the day. I have a lot of redness in my skin so I love Slip Tint Tinted Moisturizer that has SPF and evens out my skin tone.
Natasha Faruque: Let’s talk trends.
Laney Crowell: Trend to keep, Lip Gloss and Lip Liner combo. Trend to back off… to each their own but I love a no-make-up make-up look so I’d be ok with losing the full face look.
Natasha Faruque: Are there other brands that you have learned from that you admire too?
Laney Crowell: Patagonia, specifically by the way they create desirable products that are also backed by purpose. They emphasise ethical production and human rights, which are positions that we live by and advocate for everyday at Saie. I also love The Row because of their elevated design, so I look to them for how they maintain consistency so beautifully.
Natasha Faruque: Who inspires you?
Laney Crowell: My daughters. They are four and six and I think a lot about how my actions in all aspects of my life will shape their future.
Images Supplied
