In­vestors Back Clean Makeup Brand Saie

WWD Digital Daily - - News - BY AL­LI­SON COLLINS

Blog­ger Laney Crow­ell is be­hind the brand, which will launch with four prod­ucts in the fall.

A mot­ley crew of in­vestors — in­clud­ing Toms Shoes founder Blake My­coskie and LearnVest founder Alexa von To­bel — are join­ing Unilever Ven­tures in backing a new clean makeup brand called Saie.

Pro­nounced “say,” the la­bel is launch­ing in Novem­ber with four prod­ucts: a mas­cara, $24; brow gel, $18; lip balm,

$16, and laven­der eye­lash curler. It is the brain­child of blog­ger Laney Crow­ell, who has also worked at the Estée Lauder Cos. Inc. in dig­i­tal com­mu­ni­ca­tions, and web site Style­caster, be­fore start­ing the project.

Crow­ell said she got the idea when she went into the beauty closet for her blog, The Mo­ment, and the there was no makeup — only skin care.

“Six months in, I went to the beauty closet look­ing to find some makeup be­cause I was go­ing out that night, and I opened the doors and was look­ing and look­ing and there was no makeup. That was like, my a-ha mo­ment for the fact that there was a real need in the mar­ket. I went on In­sta­gram that night and asked my com­mu­nity a mil­lion ques­tions,” Crow­ell said.

In ad­di­tion to My­coskie and von To­bel, April Gargiulo, founder of cult skin-care brand Vint­ner’s Daugh­ter, is also an in­vestor in the brand. Crow­ell de­clined to say how much money she raised, but said it would be used for prod­uct de­vel­op­ment. In its early days, the brand has been sourc­ing prod­uct de­vel­op­ment ideas from Crow­ell’s com­mu­nity and a pri­vate 500-per­son Face­book group where mem­bers test prod­ucts and give feed­back.

She’s re­cruited heav­ily from the beauty in­dus­try for Saie, bring­ing in Sarah Till­man, who used to work in prod­uct de­vel­op­ment at Lauder, and Tina Gu, who for­merly worked in busi­ness de­vel­op­ment at Lauder, to han­dle prod­uct de­vel­op­ment and fi­nance, re­spec­tively. Well­ness in­flu­encer Geri Hirsch, who has about 100,000 fol­low­ers on In­sta­gram, is the brand’s cre­ative di­rec­tor. Hanna Wiegers, who pre­vi­ously worked in prod­uct de­vel­op­ment at Kjaer Weis and as a re­tail as­so­ciate at Cap Beauty, is in charge of sus­tain­abil­ity.

Saie is launch­ing with four prod­ucts — lip balm, mas­cara, brow gel and an eye­lash curler.

Laney Crow­ell launches Saie, a clean makeup line.

Newspapers in English

Newspapers from USA

© PressReader. All rights reserved.