SHE IS SO CULT: LANEY CROWELL OF SAIE
Updated: 30/09/2026
Behind every good glow is a story. Meet Laney Crowell, the founder of Saie, who launched the makeup brand in 2019. Built around listening to its community, Saie brings an easy-going approach to everyday makeup. Think wearable colour, dewy finishes and formulas that earn their place in your morning routine.
We’ve been in Saie’s corner since its UK debut: Cult Beauty became the brand’s first UK retailer in 2020. In our original interview, Laney takes us back to the late-night conversation that sparked the idea, shares the thinking behind the products and offers a little founder-to-founder wisdom.
Ready to meet the woman behind the glow? Over to Laney…
Saie started with a late-night conversation on Instagram with my blog’s community. I was going out to dinner and was looking for some new make up to wear, but the “colour” bin in my blog’s beauty closet was empty. I peppered my community with questions until 2am! That conversation 4 years ago, where my community was “say-ing” what they want, was the inspiration for what Saie is today: incredible clean products that really work, and feel cool.
High-performance, clean and chic.
Myself and Team Saie all worked together at the biggest beauty company in the world. We’re bringing that expertise to Saie and the clean make up world. We don’t take any shortcuts, which makes our product development complicated and time-consuming, but it’s how we’re able to make such effective, truly transparent products.
People are obsessed with Mascara 101. It’s made from 100% natural and naturally derived ingredients, but doesn’t smudge or flake at all! Plus, it gives a very cool, defined lash look.
Sarah Tallman is our Head of Product Development. She’s truly a genius when it comes to making game-changing formulas. Tina Gu, our CFO, worked on acquiring brands and then helped create them. I worked in magazines, including Elle and Lucky, as a fashion and beauty editor. Then, I worked in the marketing department at one of the biggest beauty brands in the world. Together we’re a great team, having a really fantastically fun time.
When we began working on Saie we decided that we wanted to take a very strict definition of clean, with over 2,000 ingredients that we wouldn’t work with to protect our customers and the planet. For example, we don’t use silicones. Silicones can’t be absorbed by the body so they don’t do any harm to humans, but they never (ever) biodegrade, so they are very bad for the environment.
TerraCycle is truly best in class when it comes to recycling. No matter what you send them, they’ll figure out a way to recycle it (even cigarette butts!). We do our best to create sustainable packaging from the beginning, choosing bio-resins, post-consumer recycled plastics, glass and aluminum but beauty packaging has a long way to go, and sometimes our only option isn’t ideal. This is where TerraCycle comes in.
My community inspired me! They say very clearly what they want, and all I have to do is listen. We have a private Facebook community called The Clean Beauty Crew with over 700 people. They help us develop our product pipeline and our formulas. We also talk to our Instagram community
all the time, and I also have a lot of conversations on my personal account , where followers give suggestions on what we should make next.Endurance is your superpower. If you can pick yourself up more times than the next person, you’ll get to where you want to go. In my experience, endurance and perseverance can be more important than just about any other talent or trait.
I love that the consumer has started demanding ingredients and packaging that is better for their bodies and the earth. The 'clean' category is growing so fast, it’s really exciting.
We think a lot about the Saie woman! She’s empowered, active, and has a je ne saie quoi about her that just makes you want to know everything about her (including what’s in her makeup bag).
We always go back to our community and the Saie woman. We put ourselves in her shoes— it helps that we’re our own customer as well! What would make us want to buy this? What would explain exactly what it is, so it’s easy to understand? What sounds fun to say? These are some of the questions we always ask ourselves when naming a new product.
I don’t leave home without a Saie lip product. It’s usually either Liquid Lip Balm, or Really Great Gloss in 'Easy'. Both are so hydrating and give my lips that exact light pink shine that I love.
Women are definitely wanting to look more like themselves. I think it’s because of TikTok and the fact that we’re all spending more time at home right now. It’s just not cool to have tons of heavy make up on, nor doesn’t it really make sense in this climate.
My skin became so much better when I made the switch to clean skin care and make up. For years I suffered from pretty bad acne, but now I never break out. I use a lot of face oils, but if I had to pick one tip, it would be to use an AHA exfoliator to brighten your skin. Oh, and of course, wear sunscreen!
I l-o-v-e the Vintner’s Daughter essence-serum duo - I use it most nights! A few times a week, I’ll swab REN Clean Skincare's Ready Steady Glow Daily AHA Tonic all over my face to brighten my skin; Tata Harper’s Resurfacing Mask is another instant glow-giver. A more recent favourite is Jillian Dempsey’s Gold Sculpting Bar, you need to try it!
Meet your next Saie favourites
The conversation takes us back to Saie’s early days, but there’s plenty to discover in the range today. Revisit Mascara 101, the lash-defining formula Laney mentions above, or start your glow routine with Glowy Super Gel. Add Dew Blush for a buildable flush and Glossybounce Hydrating Lip Oil for a glossy finishing touch.
£23.00
For the full makeup-bag tour, read our 101 guide to Saie. It’s your shortcut to understanding the formulas, finding your finish and putting the range to work. Or explore Saie at Cult Beauty and make room for a new favourite.
Bethan is a Senior Copywriter at Cult Beauty. When she’s not trying to perfect the ultimate ‘no make up’ make up look — she swears by Saie — or find new skin care to fall for, she’s likely playing video games, making the most of her housemate’s MUBI account or strolling around Victoria Park with a pastry in hand.
