Saie
Saie is a New York-based clean cosmetics brand founded in 2019 that develops high-performance, non-toxic makeup across complexion, cheek, lip, and eye categories, sold DTC and through Sephora, Credo Beauty, Cult Beauty, and Amazon.
- Company typePrivate
- Founded2019
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Saie does
Saie is a US-based clean cosmetics brand founded in 2019 by Laney Crowell and headquartered in New York. The company develops and sells high-performance makeup formulated without harmful ingredients, spanning complexion (foundations, tinted moisturizers, concealers, setting sprays), cheek (blushes, bronzers, highlighters), lip (glosses, liners), and eye (mascaras) categories. Its target consumer is beauty-conscious women seeking non-toxic, performance-equivalent alternatives to conventional makeup at accessible price points, with most SKUs priced between $20 and $48.
Saie's product formulations combine clean actives—such as hyaluronic acid, squalane, glycerin, licorice root extract, and encapsulated vitamin C—with proprietary technologies including the "Baked by Saie" Italian baking technique (used in SuperSuede baked powders), the SaieGlow Complex, plant-based CitySet polymers that enable 16-hour setting spray wear, and skincare-makeup hybrid formulations. Sustainability is integrated into formulation and packaging via mineral-based SPF (Slip Tint, Sunvisor), talc-free baked powders, refillable components, and FSC-certified cartons. Core bestsellers include Glowy Super Gel, Slip Tint Tinted Moisturizer (SPF 35), SuperSuede Baked Powder Blush, Dew Blush, CitySet Setting Spray, and Glossybounce lip gloss.
The business model centers on multi-channel distribution. Direct-to-consumer e-commerce through saiehello.com is the primary owned channel, augmented by a Subscribe & Save tier (10% off, recurring 1–4 month delivery, free shipping over $50 in the contiguous US). Wholesale distribution runs through Sephora US and Canada, Credo Beauty (launched March 2026), Cult Beauty, goop, Kohl's (via Sephora at Kohl's), and Amazon. Demand generation combines community-led marketing (The Makeup Class digital education platform, in-person masterclasses, the TYB Clean Beauty Crew rewards program), influencer and creator engagement, sustainability storytelling (The Climate Pledge, plastic recovery via rePurpose Global), and sports marketing—most prominently an Official Partner deal with the New York Knicks targeting female fans at Madison Square Garden. Saie reports surpassing $100M in sales within six years of founding and holds multiple Allure Best of Beauty awards.
Saie firmographics
Firmographics- Name
- Saie
- Legal name
- Saie
- Website
- https://saiehello.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Saie is a New York-based clean cosmetics brand founded in 2019 that develops high-performance, non-toxic makeup across complexion, cheek, lip, and eye categories, sold DTC and through Sephora, Credo Beauty, Cult Beauty, and Amazon.
- Ownership category
- akta.pro rank
Saie industry classification
Industry- Product category
- Clean Cosmetics
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (45612)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter) (CRABACAA)
- akta.pro secondary industries
- Clean/Organic/Natural Makeup (Positioning-based Color Cosmetics) (CRABACAJ), Makeup Primers & Setting (Face/Eye Primer, Setting Spray, Setting Powder, Fixers) (CRABACAE), Eye & Lip Skincare (CRABAAAC), Sunscreen (Face) (CRABAHAA)
Keywords
Where Saie is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Saie business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Marketing or Sales, Supply Chain, Operations, Personnel, Technology or R&D
Revenue model
- Direct-to-Consumer E-commerce: Primary revenue stream through saiehello.com selling full-price products directly to consumers. Products priced $20-$48 with free shipping on orders over $50. Subscription option for recurring purchases with 10% discount.
- Retail Partnership Sales: Products sold through Sephora US and Canada, Cult Beauty, goop, Kohl's, and Amazon marketplaces. Brand launched at Credo Beauty in March 2026.
- Limited Edition Collaborations: Special product collaborations like Rocky's Matcha partnership and Saie x Knicks Gametime Glow Kit generating incremental revenue through exclusive product bundles.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual Products |
| Subscription | Monthly | Subscription Model |
| Freemium | Pay-as-you-go | US Shipping |
| Usage-based | Pay-as-you-go | International Shipping |
Go-to-market motion3 records
Distribution channels8 records
Marketing channels6 records
Saie product offering
Product offeringCore offering
Saie develops, manufactures, and sells clean, non-toxic makeup products across complexion, cheek, lip, eye, and sun categories, including luminizers (Glowy Super Gel), tinted moisturizers (Slip Tint), concealers, blushes, bronzers, setting sprays (CitySet), glosses, mascaras, and tinted sunscreens (Sunvisor, Sun Melt). The brand positions itself at the intersection of skincare and color, formulating with clean actives such as hyaluronic acid, squalane, and plant-based polymers, and sells primarily direct-to-consumer and through premium clean-beauty retailers such as Sephora, Cult Beauty, goop, Credo Beauty, Kohl's, Amazon, and Mecca.
Product overview
Saie is a clean cosmetics brand founded in 2019 by Laney Crowell, offering high-performance makeup products formulated without harmful ingredients. The product portfolio centers on clean, sustainable makeup essentials across complexion (foundations, concealers, setting sprays), cheek (blushes, bronzers, highlighters), lip (glosses, liners), and eye (mascaras) categories. Key products include Glowy Super Gel (award-winning illuminator), Slip Tint Tinted Moisturizer (SPF 35), SuperSuede Baked Powder Blush, Dew Bronzer, CitySet Setting Spray, and Glossybounce lip gloss. The brand differentiates through clean formulations, sustainable packaging commitments (Plastic Negative, The Climate Pledge), and community-driven product development. Distribution spans saiehello.com DTC, Sephora US/Canada, Amazon, goop, Cult Beauty, and Kohl's. Beyond core products, Saie operates The Makeup Class digital education platform and TYB loyalty rewards program.
Differentiator
Problem solved
Functional benefit
Brands
- The Makeup Class: A digital education platform offering live and recorded makeup tutorials, cheat sheets, and in-person mini makeup classes at select Sephora stores.
- TYB (Clean Beauty Crew)
- Saie Climate Initiative
- Saie Culture & Arts Program
- Saie Vintage
Products and services
- Glowy Super Gel
Quantifiable outcome
- Surpassed $100 million in sales within six years
- +3 more outcomes
Companies that use Saie
Customer profileNamed customers2 records
Segments2 records
Ideal customer profiles2 records
Saie technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature4 records
Saie partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- Sephora UScorePlanet Beautiful campaign (April 3 - May 1) linking consumer purchases to plastic recovery. $1 from participating product sales donated to rePurpose Global (capped at $100,000). Twelve beauty brands united for 1 million pounds plastic removal goal.
- Credo BeautycoreClean beauty brand partnership launched March 2026. Both brands align under shared mission of beauty better for people, packaging, products, and planet. Includes visual merchandising takeover, digital/social presence, email, SMS targeting, consumer events, and media collaborations.
- Madison Square Garden Sports Corp. / New York KnickscoreOfficial Partner of the New York Knicks. Saie receives in-arena LED signage, GardenVision features during home games, and prominent placement on the 7th Avenue LED Marquee sign. Partnership targets female fan demographic at Madison Square Garden, capitalizing on Knicks' championship run.
- Rocky's MatchaminorLimited-edition wellness collaboration featuring ceremonial-grade matcha from Horii Shichimeien farm in Uji, Japan bundled with Glowy Super Gel. Collection available at both brand websites with pop-ups in Austin and San Diego.
- rePurpose GlobalcoreThree-year partnership for plastic recovery. Committed to funding recovery of 5 million pounds of plastic waste by 2027 across India, Indonesia, Cameroon, and Colombia. Supports women's development through waste recovery sector.
- The Climate Pledge / AmazoncoreFirst beauty brand to sign The Climate Pledge, committing to carbon net-zero across all emission scopes by 2040 (later adjusted to 2039). Global commitment to reach carbon net-zero.
- Pact CollectivecorePartnership to ensure beauty empties are properly recycled and processed. Mail-back program for difficult-to-recycle beauty packaging. Saie contributes to reducing beauty industry packaging waste.
- 1% for the PlanetcoreMember since founding. Donates 1% of all sales back to earth conservation efforts year-round. Part of broader sustainability commitment.
- TYB (Together You Beauty)coreClean Beauty Crew rewards program. Members earn coins for product feedback, content uploads, reviews. Redeemable for discounts on saiehello.com. Five coins per dollar spent. Exclusive access to events and product testing.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
Saie competitors and assessment
Company assessmentDirect peers
- Glossier: Glossier is a digitally-native beauty brand founded in 2014 with a similar DTC-first model and clean-minimalist positioning. Both brands sell complexion, cheek, and lip products through their own e-commerce plus Sephora, with comparable price points and audience targeting beauty-conscious millennials and Gen Z.
- Tower 28 Beauty: Tower 28 is a clean, vegan, sensitive-skin-friendly makeup brand sold at Sephora and competing head-to-head with Saie in the clean color cosmetics category. Both brands emphasize non-toxic, fragrance-free formulations, accessible pricing ($20-$40), and Sephora as a flagship retail partner.
- ILIA Beauty: ILIA Beauty is a clean color cosmetics and skincare brand sold at Sephora, Credo Beauty, and Space NK with a skincare-makeup hybrid positioning similar to Saie. Both brands price premium-but-accessible ($40-$50 hero SKUs) and emphasize skin-care actives within makeup bases.
- Jones Road Beauty: Jones Road Beauty is a clean makeup brand founded by Bobbi Brown with a similar clean-but-pigment-rich positioning and comparable price points to Saie. Both target mature beauty consumers prioritizing performance and simplicity over flashy packaging.
- Kosas Cosmetics: Kosas is a clean color cosmetics brand formulated with skincare ingredients sold through DTC and Sephora. The brand directly competes with Saie in complexion (tinted products), lip, and cheek categories with similar positioning and price bands.
- Merit Beauty: Merit Beauty is a minimalist clean makeup brand sold DTC and at Sephora with a 'five-essentials' positioning aligned to Saie's clean-everyday-wear approach. Both target busy beauty consumers seeking high-performance, low-toxicity products in the same $24-$48 price range.
- RMS Beauty: RMS Beauty is a clean color cosmetics brand with a similar focus on luminous, skin-like finishes and naturally-derived ingredients sold via DTC, Sephora, and Credo Beauty. Saie and RMS compete directly in luminizer and cheek categories.
- Beautycounter: Beautycounter is a clean beauty brand with retail and DTC distribution competing with Saie in the clean color and skincare category. Both brands emphasize ingredient transparency and sustainability commitments though Beautycounter leans more on consultant-driven direct sales.
Emerging players
- Rare Beauty: Rare Beauty is a celebrity-founded beauty brand competing with Saie at Sephora across complexion, blush, and lip, with a similar community-driven social media strategy. While not strictly 'clean,' Rare Beauty's inclusive shade ranges and accessible pricing make it a meaningful adjacent competitor for Saie's target consumer.
Broad incumbents
- Fenty Beauty: Fenty Beauty is an industry-shaping inclusive beauty brand sold globally across Sephora, Ulta, and DTC. While broader and more performance-driven rather than strictly 'clean,' Fenty competes with Saie for similar shelve space and consumer attention in foundation, blush, and lip categories.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Saie social profiles
Digital presenceSaie compliance and trust
Trust signalCompliance8 records
Saie financial estimates
Financial estimateRevenue estimate
Valuation estimate
Saie leadership team
Management profileNumber of profiles
Profiles6 records
Saie funding detail
Funding detailFunding overview
Funding rounds4 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Saie M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Saie
What does Saie do?
Saie develops, manufactures, and sells clean, non-toxic makeup products across complexion, cheek, lip, eye, and sun categories, including luminizers (Glowy Super Gel), tinted moisturizers (Slip Tint), concealers, blushes, bronzers, setting sprays (CitySet), glosses, mascaras, and tinted sunscreens (Sunvisor, Sun Melt). The brand positions itself at the intersection of skincare and color, formulating with clean actives such as hyaluronic acid, squalane, and plant-based polymers, and sells primarily direct-to-consumer and through premium clean-beauty retailers such as Sephora, Cult Beauty, goop, Credo Beauty, Kohl's, Amazon, and Mecca.
Is Saie a public or private company?
Saie is a private company. It is classified as venture growth investor backed and is currently operating.
When was Saie founded?
Saie was founded in 2019. It employs 11 to 50 people.
Where is Saie based?
Saie is headquartered in New York, United States, in the North America region.
How does Saie make money?
Three revenue lines are on record. Direct-to-Consumer E-commerce is the primary driver. The others are retail Partnership Sales and limited Edition Collaborations.
Who are Saie's main competitors?
Direct peers on record are Glossier, Tower 28 Beauty, ILIA Beauty, Jones Road Beauty, Kosas Cosmetics, Merit Beauty, RMS Beauty and Beautycounter. Rare Beauty is listed as an emerging player. Fenty Beauty is listed as a broad incumbent.
Does Saie have an API?
No public API is recorded for Saie.
What industry is Saie in?
Saie's product category is Clean Cosmetics. Its primary akta.pro industry code is CRABACAA, Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter), with a secondary code of CRABACAJ, Clean/Organic/Natural Makeup (Positioning-based Color Cosmetics). Its NAICS code is 45612 and its SIC code is 2844.