Laney Crowell is the founder and CEO of Saie, one of the most influential voices in modern beauty. Before creating her own brand, she spent years inside the world of big beauty, leading digital strategy at Estée Lauder and shaping how luxury brands communicate online. But it was her deep curiosity—and a blog she started from her kitchen table—that changed everything. What began as honest conversations about clean living grew into a global movement for transparency, performance, and purpose in makeup. Today, Saie stands as a reflection of Laney herself: thoughtful, community-driven, and beautifully uncompromising.
Before the Brand
Was there a specific moment—quiet or chaotic—that made you think: I need to do something of my own?
After leaving my job in big beauty, I launched The Moment, a clean beauty blog that quickly became a real community. I started asking direct questions, listening deeply, and what I heard was a hunger for products that didn’t exist yet. Saie was born from those conversations, and is where the name comes from: You Saie it, We Create it. The brand’s foundation came from my willingness to listen and let the community guide me. That early sense of possibility, paired with a personal need to create change, set everything in motion.
Clean beauty wasn’t always a buzzword. What gave you the courage to pursue this vision before the market caught up?
I never saw “clean” as a passing trend—it is the future. The idea of using makeup that could harm your skin always felt backwards to me. I trusted my gut, even when the market was skeptical. That conviction, and the belief that we could raise the bar for the entire category, kept me moving forward through every doubt and delay.
Founding Saie
What did your support system look like in the early days? Did you have mentors, or were you alone?
It started in my journal—literally on my daughter Isabella’s due date, when she decided not to arrive. I wrote, “This baby isn’t coming just yet… so I’m going to work on my business plan. ” Saie began as an idea on paper. My community and family were my sounding boards, but there were plenty of moments alone at the kitchen table, pitching, planning, and dreaming. I always felt I was building something bigger than myself, but those first steps were often solitary.
Did you ever seriously doubt if this would work?
Of course, there were tough days. But I never doubted the need. That belief, and the energy from the community around me, pushed me through every setback. When you know you’re building something that matters, persistence becomes second nature.
Can you talk about the emotional toll of those early “no’s” when raising capital?
There were countless “no’s” . Each rejection stung, but I treated every meeting as an opportunity: if the answer was no, I’d ask for a connection to someone else. That’s how my network grew, one introduction at a time. The emotional toll was real, but it fueled my resolve to build a brand that would redefine the industry.
What were some unexpected challenges in building a community around a brand that didn’t fully exist yet?
Product development was incredibly tough. The formulas we wanted simply didn’t exist with clean ingredients, and we had to wait for the labs and technology to catch up. There were years of patience and persistence—refusing to compromise on performance or safety. Behind every polished launch was a mountain of trial, error, and unwavering standards.
Leadership, Motherhood & Identity
What has dual life as a founder and mother looked like for you?
Some mornings, I feel like I’m crushing it. Others, I feel like I’m missing the mark. I’ve learned to give myself grace and accept the constant tradeoffs. Both roles—founder and mother—require showing up, imperfectly but wholeheartedly. The balance shifts daily, but the commitment is always there and I find if I’m present I feel fulfilled and that I did my best in both arenas.
Did motherhood make you a better leader, or vice versa?
Absolutely both. Each role teaches you resilience and the power of presence.
Philosophy, Power & Growth
How did you attract high-profile investors like Gwyneth Paltrow and Amy Griffin?
It all started with a strong story and a mission that resonated—especially with women. Every conversation led to another, a true game of telephone and word-of-mouth introductions. Persistence, authenticity, and a clear vision made the difference.
Was there a moment you pitched them directly?
Those moments were surreal. What kept me grounded was the clarity of our mission and the belief that Saie was building something the industry needed.
Supporting other women is clearly part of your DNA. Has it always come naturally, or is it a conscious practice?
It’s always been at the heart of Saie. When Roe v. Wade was overturned, we launched The Every Body Campaign—the largest reproductive rights initiative in beauty—to support organizations like Planned Parenthood. We led The Planet Beautiful Campaign with Sephora, partnering with other female-founded brands to collect one million pounds of plastic. We led with our hearts, by design.
What has it taught you about power, trust, and showing up for others?
Empowering others and showing up is where real change begins. It’s not just about marketing; it’s about building a legacy of impact.
Becoming Your Own Muse – The Emotional Bridge to Jewelry
Do you have a symbolic piece of jewelry you wore during high-stakes moments?
When Saie reached $100M, I bought myself the Bvlgari Serpenti Tubogas double-wrap watch—a timeless piece to celebrate a milestone that felt truly iconic. I’m wearing it as I type this and I love that it reminds me of such a momentous milestone.
Is there a piece that holds meaning for you today?
That All of my jewelry has meaning and I collect with that intention. I’m wearing my mother’s emerald wedding ring currently, along with the diamond necklace I bought when I closed our Series A and a bracelet from my husband when we found out we were having our second daughter.
Do you see yourself as a muse—to your daughters, your community, or your younger self?
Some days, absolutely. Other days, I’m still growing into it. My hope is that my daughters see the passion and perseverance behind Saie and feel inspired to follow their own intuition and build something beautiful.
Looking back, what are you most proud of? What do you think she still needs to hear?
I’m proud that I never gave up on myself. I didn’t take no for an answer—I stayed resilient and trusted my instincts. That’s still what guides me today. What I need to hear is simple: keep going, you’re doing better than you think.
If you could leave one message for the next generation of women about building something new, what would it be?
Put one foot in front of the other. Get up quickly. Most importantly: don’t stop. Strength and softness aren’t opposites—they’re both essential. Show up for yourself and for those who will follow in your footsteps.