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Just as important as its consciously crafted formulas are its sustainable, yet stylish and shelfie-inspiring, packaging, which was designed in partnership with TerraCycle. “I wanted Saie to have chic, fashionable branding and packaging so you’d be excited to see it in your makeup bag,” explains Crowell. “It was a lot to take into consideration, especially since we’re so focused on sustainability, and I drove my team nuts, but I was just tired of compromising in one place or another and I was hearing from so many others that they were too.” Moreover, Crowell hopes that the Official HOUSTON ROCKETS 47 HARDEN WESTBROOK 2020 SHIRTS In addition,I will do this solutions they’ve innovated will have ripple effects within the industry. “My hope is that bringing big beauty expertise to the clean market, like performance and packaging, changes the way people think about clean beauty,” she says. “I believe it’s the only way forward for ourselves and the planet.”

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So what’s next for nine-month-old Saie with more funding, and Paltrow throwing even more weight behind the Official HOUSTON ROCKETS 47 HARDEN WESTBROOK 2020 SHIRTS In addition,I will do this brand’s mission after Goop became its first exclusive retailer at launch? Product development, retail expansion, and marketing, says Crowell. As far as the latter is concerned, there will continue to be a major emphasis on community engagement, with an open dialogue to facilitate two-way feedback. And while inclusivity has been a focus from the beginning, from the brand’s campaign stars to its collaborators and paid influencers, Crowell is continuously looking for new ways to ensure the customer base sees themselves in the brand. “We’re, of course, still working on ways where we can be better, but our community holds us accountable,” she explains, adding that Saie is launching its first complexion category next month, and that a “complexion crew” of community members was established to help guide the shade creation. “We can’t claim to be a brand that’s both good for people and good for the planet without being a brand that supports and takes action for all races, genders, and sizes.”