Saie Founder Laney Crowell on Building a Gen Z Beauty Powerhouse
Gloss Angeles
Kirbie Johnson and Sara Tan
4.6 • 772 Ratings
🗓️ 19 December 2025
⏱️ 37 minutes
🧾️ Download transcript
Summary
Laney Crowell, founder and CEO of Saie, joins us to talk about what it really takes to build a Gen Z–beloved brand in today’s beauty landscape. We get into Saie’s growth and what’s stayed the same (and changed) since day one, what sets Saie apart at Sephora, and the products that keep customers coming back. Laney also shares how she thinks about TikTok virality, community-building (including Saie on Substack), and what’s next for the brand. Finally, we dive into CitySet, Saie’s new alcohol-free setting spray designed to lock in makeup while keeping skin feeling hydrated and fresh.
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Transcript
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| 0:00.0 | G.M. |
| 0:03.2 | Los Angeles. |
| 0:05.5 | Hi, Kirby. |
| 0:07.1 | Hi, Sarah. |
| 0:08.5 | Welcome to Los Angeles. |
| 0:14.4 | Okay, some BTS. |
| 0:16.9 | This is not our first recording with Miss Laney Crowell. This is actually our second. |
| 0:23.3 | Because we had technical difficulties. We did. It's not that we were trying to keep |
| 0:28.3 | anything from anyone. We literally had the best interview. Yeah. And then you get the sound, |
| 0:35.8 | you get the sound and you go, oh, that's actually not even our voices in the microphone. That's being picked up by the cameras. This is take two. This is take two. But the beauty gods were like, no, we don't want to do that. Everything is meant to be. And we are here today for another reason. And we're so grateful. So thank you for coming back. I'm so happy to be back because |
| 0:54.4 | I love hanging out with you guys. We love talking to you because you're one of us. You are a beauty |
| 0:59.5 | girl through and through. With an editorial background. Yes, exactly. That's exactly why. |
| 1:05.3 | So when you were here last, Lainty, we told you that it was, you know, anecdotal evidence, but our former |
| 1:13.3 | social media manager who recently graduated from UCSB hold all of her girlfriends and say |
| 1:21.3 | was their top beauty brand. They love say. It was their number one. And we were also talking about the cute little luggage cases, the little vanity cases, and how we were like, oh, those are, those are so cute. |
| 1:34.9 | And Joby was like, how do I get one of them? |
| 1:40.0 | And we were like, oh, these are coveted. |
| 1:42.9 | Extremely. |
| 1:43.7 | I mean, they sell out within seconds. We're just bonkers. They are now, though, in stock. Okay. We were like, people were getting so upset. Yeah. We were like, we can't, like, be disappointing our community like this. Yeah. And so they are in stock on say hello.com. It's the only place you can find them. |
| 2:02.6 | But like get them. They are also the best Christmas or holiday present. Totally. They're super, |
| 2:08.2 | super cute. And then the minis, everyone loves a mini. They'll sell out like so fast too. I mean, |
| 2:13.4 | it's like the most adorable little thing and people like people carry them as purses they're precious |
... |
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