Gloss Angeles Podcast Summary

Episode: Saie Founder Laney Crowell on Building a Gen Z Beauty Powerhouse
Original Release: December 19, 2025
Hosts: Kirbie Johnson & Sara Tan
Guest: Laney Crowell, Founder of Saie

Overview

This lively conversation features Laney Crowell, founder of Saie, a clean beauty brand that has skyrocketed in popularity among Gen Z and gained a cult following. Kirbie and Sara chat with Laney about Saie’s rapid growth, its authentic connection to different generations, the meaning of “clean beauty,” product development stories, social media virality, and memorable brand moments, including how a product leak on TikTok changed their launch plans and why legacy matters more than viral trends. Laney also shares personal insights as a founder, her editorial roots, and predictions for the future of beauty.

Key Topics & Insights

Reuniting with Laney: A Second Attempt at Recording

• [00:38]–[01:28] The episode humorously begins with Kirbie and Sara recounting technical difficulties during their first interview attempt with Laney. Both hosts express gratitude for Laney’s willingness to return, emphasizing the camaraderie and shared beauty editorial roots between the trio.

Editorial Roots & Saie’s Gen Z Appeal

• [01:33]–[02:20]
  • Saie’s immense popularity among college-aged women is highlighted, with former staffers calling Saie their “number one” brand.
  • Discussion of highly coveted Saie vanity cases and “minis” that sell out instantly.
  • Laney announces they’re now back in stock:

    “They are now, though, in stock...get them. They are also the best Christmas or holiday present.” (Laney, 02:20)

Laney’s Current Routine: Obsession with Testing & Holy Grail Formulas

• [02:45]–[04:24]
  • Laney talks about the products she’s loving, mentioning the “Sophie POV it Rich cream” and Danucera’s toner from Rescue Spa in NYC for sensitive, acne-prone skin.
  • Hair: Laney and the hosts rave about Chris McMillan’s line, especially the texturizing spray.
  • Emotional note:

    “I am having the time of my life. Like, I am having so much fun.” (Laney, 04:54)

Saie’s Growth & Staying True to the Mission

• [05:22]–[08:28]
  • Saie’s six-year journey discussed; the brand passed $100M in sales two years ago but Laney coyly declines to share the current figure.
  • Laney recounts Saie’s origins: a clean makeup line with effective, high-performance formulas at an accessible price point—a challenge her community responded to directly.
  • A focus on formula over packaging, investing resources in performance.

    “There’s that cult following because the formulas are it...on TikTok, they’re like, Saie never misses.” (Laney, 07:23)

The Founder’s Journey: Growth, Power, and Resilience

• [08:28]–[09:32]
  • Laney describes her newfound confidence and willingness to “step into her power,” especially when navigating fundraising and business setbacks.

    “It doesn’t actually matter if you fail. What matters is how fast you can pivot...my instincts are right.” (Laney, 36:00/37:10)

Pressure, Balance & Life as the Face of Saie

• [09:42]–[11:07]
  • Laney shares how she maintains boundaries—shutting her computer every day by 6pm to focus on her children; emphasizes the importance of self-care (daily steps, working out, drinking matcha instead of coffee).

    “Let it flow through me. And at 6pm I’m done every single day.” (Laney, 10:39)

Saie’s Place in Beauty: Competition & Community

• [11:09]–[13:06]
  • Despite being surrounded by competitors at Sephora, Laney rejects competitiveness as an energy:

    “If you’re competing with someone else, you’re really competing against yourself...we’re just kind of like in our own lane, doing our own thing.” (Laney, 11:42)

  • Saie focuses on nourishing formulas and tight community connections—a formula other brands struggle to replicate.

Defining “Clean Beauty” – Substance over Scare Tactics

• [13:32]–[16:35]
  • Laney’s perspective: Clean means “ingredients that are really good for your skin” and safe for sensitive types.

    “We formulate everything to be for the most sensitive skin type...why not have your makeup hydrating your skin, nourishing your skin, brightening your skin?” (Laney, 15:04)

  • She compares makeup to food—an “80/20” balance of healthy vs fun.
• On Fear-mongering in Clean Beauty [16:34]–[18:43]:
  • Saie avoids fear tactics and embraces a positive, inclusive approach.

    “We would never talk about [other brands poisoning you] because I also think you can use a mix of products and...no one uses just one brand, right?” (Laney, 18:43)

The Power of Influencers: The Alex Earle Effect

• [18:52]–[20:44]
  • When TikTok superstar Alex Earle began using Saie’s Glowy Super Gel, it sold out—demonstrating the power influencers have over product demand.

    “When she starts using your product, it sells out…” (Laney, 19:15)

  • Glowy Super Gel: Saie’s entry point “category disruptor”—now the top highlighter at Sephora.

Retail Realities: Sephora, Product Strategy, and Launch Stories

• [21:46]–[23:30]
  • Saie's initial pitch to Sephora: only three products and was, as Laney says, “not ready.”
  • Emphasizes that timing and preparation are critical—Covid could have derailed them if they’d moved too early.

Authenticity with Gen Z & Multi-generational Appeal

• [23:33]–[24:19]
  • Discusses authentic Gen Z connection and the importance of products that work for all ages—mothers, daughters, everyone.

    “...our moms...because the products are so hydrating and that no makeup, easy, effortless look is, like, perfect when you're in your 50s and 60s.” (Laney, 24:05)

Virality on TikTok: Benefits and Pitfalls

• [24:39]–[25:31]
  • Laney views social media virality as double-edged:

    “Virality...when it happens, it’s actually really stressful and I don’t know that it’s the best thing for the brand. I am building a legacy brand...” (Laney, 25:07)

  • Not aiming for viral moments, but recognizes their role in brand growth.

The City Set Story: Product Launch & The TikTok Leak

• [25:35]–[30:24]
  • Saie’s new “City Set” setting spray: a 5-year development using hydrolyzed cornstarch for 16-hour makeup hold, alcohol- & fragrance-free, hydrating, with a super-fine mist.

    “It might be the launch I'm the most proud of because it took so long to create this formula and we achieved exactly what we were going for.” (Laney, 27:31)

  • Product launch was preempted by a TikTok leak from an early Kohl’s shelf—generating huge social buzz before official PR began.
  • Instead of frustration, Laney pivoted:

    “I’m so flattered by it...There was that moment when I saw the TikTok…and this just totally disrupts it. But then how do you...essentially do a 180?” (Laney, 30:00/30:24)

  • Laney personally reached out to the TikTok creator, intending to connect and share about the product.

Launch Strategies: Post-Holiday Timing & Capitalizing on Shopping Trends

• [31:48]–[32:31]
  • Launching on December 26th leverages holiday gift cards, SHOP returns, and shopper downtime.

    “It’s like a major, major time for us...Right after Christmas. January is a major month for us.” (Laney, 32:00)

Building Community through Substack

• [32:54]–[35:09]
  • Saie among the first beauty brands on Substack; managed by ex-Allure editor Paige, with Laney closely involved.
  • Provides a new, intimate channel for community-building and brand storytelling—collab posts, team features, even limited-audio podcasts.

    “I didn’t come from a marketing background...I review every single Substack. We brainstorm all the topics together.” (Laney, 33:23)

Leadership Lessons & Learning from Failure

• [35:34]–[37:11]
  • Laney shares insights about failure, transition time, and trusting her instincts.

    “‘It doesn’t actually matter if you fail. What matters is how fast you can pivot.’...I learned a lot from that. I think the thing that I keep learning over and over again is that my instincts are right.” (Laney, 36:00/37:10)

Looking Ahead: Beauty Trends & Next Waves

• [37:18]–[38:10]
  • Laney predicts a Taylor Swift “wedding makeup moment” will influence beauty in 2026, and notes a shift away from sameness—more creativity, vintage looks, and individuality.

    “I think people are going to be doing more of their own thing...now more value than the sameness that was happening.” (Laney, 37:32)

Notable Quotes

• “[Saie’s] formulas are it...on TikTok, they’re like, Saie never misses.” (Laney, 07:23)
• “If you’re competing with someone else, you’re really competing against yourself...we’re just kind of like in our own lane.” (Laney, 11:42)
• “Clean means ingredients that are really good for your skin...for the most sensitive skin type.” (Laney, 15:04)
• “It doesn’t actually matter if you fail. What matters is how fast you can pivot...my instincts are right.” (Laney, 36:00/37:10)
• “Virality...when it happens, it’s actually really stressful and I don’t know that it’s the best thing for the brand. I am building a legacy brand...” (Laney, 25:07)
• “[City Set] might be the launch I'm the most proud of because it took so long to create this formula.” (Laney, 27:31)

Memorable Moments & Timestamps

• Saie’s cult-favorite minis and vanity cases launched for the holidays – [02:16]
• The Chris McMillan hair line love fest – [04:19]
• Laney on self-doubt and the journey from editor to founder – [08:28, 09:32]
• Glowy Super Gel taking over TikTok and Sephora highlighter charts – [19:12, 20:44]
• The saga of the City Set TikTok leak – [25:53, 29:49]
• The “transition time” lesson on recovering from failure – [36:00]

Summary Table of Key Segments

| Topic | Timestamp | Key Takeaways | |-------------------------------|---------------|----------------------------------------------------------------------------------------| | Intro & Re-recording | 00:38–01:28 | Technical glitches led to a second, improved conversation with Laney | | Saie’s Gen Z Popularity | 01:33–02:20 | Cult following among young consumers, viral products | | Routine & Product Testing | 02:59–04:24 | Laney tests everything, loves Danucera toner & Chris McMillan hair products | | Growth & Brand Mission | 05:22–08:28 | Focus on product formulas, clear North Star, community feedback | | Defining Clean Beauty | 13:32–18:43 | Focus on beneficial ingredients rather than scare tactics | | Influencer Power | 18:52–20:44 | Alex Earle’s endorsement causes immediate sellout | | City Set Launch & Leak | 25:35–30:24 | New setting spray went viral before launch due to TikTok leak, prompting a pivot | | Community-Building on Substack| 32:54–35:09 | Editorial approach to marketing, early adopter advantage | | Leadership & Learning | 35:34–37:11 | Value of rapid recovery from setbacks and trust in intuition | | 2026 Beauty Predictions | 37:18–38:10 | Anticipates a Taylor Swift wedding makeup influence and creative individuality trends |

Final Reflections

Tone: Warm, candid, irreverently expert
Style: Inside baseball for beauty editors with approachable, real-life advice

Laney Crowell’s journey with Saie is a case study in building an authentic, beloved beauty brand through editorial values, meaningful community engagement, and a “formulas-first” mindset. Whether navigating viral TikTok moments, redefining “clean,” or launching hits like the Glowy Super Gel and City Set, Laney personifies adaptability and thoughtful leadership in today’s competitive beauty landscape.

For more insights, find Gloss Angeles wherever you listen to podcasts and keep an eye out for the next Saie x Gloss Angeles Substack collaboration!