Launching an accessible line with clean formulations, sustainability, and transparency as key pillars—and having it deliver by today’s standards—is no small feat, but for Saie founder and CEO Laney Crowell, it was the Official Happy 30th birthday 2020 mask the one where i’m #quarantined shirt it is in the first place but “only way to create the brand she wanted to see herself.” Having spent five years as an executive at Estée Lauder, and founding her own wellness website, The Moment, Crowell was inspired to launch Saie when, after seeking to detox her lifestyle, she realized there was a dearth of clean makeup products that “performed, looked cool, and weren’t too expensive.” Crowell began by recruiting some of her former Estée Lauder team members, including Sarah Tallman to lead product development, who was already on a personal journey toward clean living after being diagnosed with breast cancer, and Tina Gu to oversee finance and business development. With Crowell also enlisting the help of her friend and wellness influencer Geri Hirsch as creative director, Saie’s first collection of hero products—tinted lip balm, mascara, brow gel, and an eyelash curler—launched in the fall, free of 2,000 harmful and irritating ingredients commonly found in cosmetics.
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Clean mascaras tend to leave much to be desired, so it’s no surprise that Saie’s Mascara 101, which harnesses beeswax, shea butter, and quick grass extract in an inky formula that doesn’t flake or smudge, has become an instant cult favorite. And rest assured, formulas that both perform and impart nourishing benefits is a common theme throughout the Official Happy 30th birthday 2020 mask the one where i’m #quarantined shirt it is in the first place but range. “I wanted Saie products to be the things people needed but couldn’t find clean alternatives for, things like mascara, lip gloss, and highlighter,” explains Crowell. “And then we decided to take it a step further, and make products that aren’t just exciting in the clean world, but that disrupt all of beauty with highlighters that aren’t strobey, just simply cool: lip gloss that’s a treatment too; mascara that gives you that superchic look and is crazy nourishing.” For the lips, there’s the lightly tinted everyday Liquid Lip Balm, infused with squalene, beeswax, and coconut oil, or Really Great Gloss, loaded with juicy, plumping, and hydrating hyaluronic acid, coconut milk, sunflower butter, and grape-seed oil. For a sun-kissed skin effect, there’s glossy sheen-imparting Dew Balm highlighter, laced with hydrating fatty acids and calming marshmallow root, and illuminating Glowy Super Gel, which utilizes plant-derived glycerin, brightening vitamin C, and antioxidant-rich rose hip seed oil. A new bronzed shade named Sunglow, meanwhile, came as a suggestion from its community.