WOW STORY OF THE DAY: From Zero Shelves to $100M Selfies: How Saie Beauty Became the Clean Queen of Gen Z

Updated: November 10, 2025 17:30

Image Source: The Unwash

Saie Beauty, the clean cosmetics brand founded by Laney Crowell, hit $100M+ in revenue without ever launching in Sephora. Fueled by TikTok virality, sustainable packaging, and direct-to-consumer strategy, Saie is redefining beauty for a new generation — and quietly building the next billion-dollar brand.

In an industry dominated by retail giants and legacy names, Saie Beauty carved out a lane of its own — and it’s paved with clean ingredients, viral content, and zero compromise. Founded in 2019 by former Elle beauty editor Laney Crowell, Saie launched with a mission to make high-performance makeup that’s good for your skin and the planet.

The twist? Saie skipped traditional retail altogether. No Sephora shelves, no Ulta aisles. Instead, they built a direct-to-consumer empire, powered by TikTok influencers, Instagram reels, and a community-first approach. Their breakout product — the Glowy Super Gel — became a viral sensation, racking up millions of views and turning into a cult favorite among Gen Z and clean beauty fans.

By 2025, Saie had crossed $100 million in revenue, all while doubling down on sustainability. Their packaging is recyclable, refillable, and often made from post-consumer waste. They’ve also partnered with climate-focused organizations to offset emissions and promote transparency in sourcing.

What makes Saie stand out isn’t just its clean formulas — it’s the brand’s ability to blend ethics with aesthetics, and mission with momentum. With backing from Unilever Ventures, Stage 1 Financial, and G9 Ventures, Saie is now expanding its product line and eyeing global growth.

Key Highlights:

Retail-Free Rise: Saie built a $100M+ brand without launching in Sephora or Ulta — relying entirely on DTC and social media.

Viral Product Moment: The Glowy Super Gel became a TikTok favorite, driving massive traffic and repeat purchases.

Sustainability Focus: Saie’s packaging is designed to be refillable and recyclable, with a strong commitment to climate action.

Founder’s Vision: Laney Crowell’s editorial background helped shape Saie’s aesthetic and storytelling — blending beauty with purpose.

Investor Backing: With support from Unilever Ventures and others, Saie is scaling fast while staying true to its clean ethos.

Saie Beauty didn’t just glow up — it grew up. From zero shelves to $100M selfies, it’s proof that the future of beauty is clean, conscious, and community-powered.

Sources: Inc. – How Saie Hit $100M in Sales, PitchBook – Saie Company Profile, Tracxn – Saie Funding & Growth

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