Laney Crowell launched Saie in November 2019, just months before the world shut down. Since then, she has built it into a beauty brand with more than $100 million in annual sales, growing over 50% year on year while staying profitable. Now, Saie has launched in Sephora UK, and Laney joins Rochelle on Ladies Who Launch to share the full journey.
Laney shares how a foundation that made her break out became the idea for a skincare-first makeup brand, why she raised $1 million and what it cost her, how Sephora first said no and then came back wanting every door, and why being the first beauty brand to sponsor the New York Knicks was a lightning-bolt marketing idea. She also talks about building the business from her bedroom during lockdown, why she believes the slower you go, the faster you get there, and the money advice every founder should hear before they raise.
In this episode:
If you're building a brand, thinking about raising investment, or curious how a founder turned a bold idea into a $100M business, this one is for you.
We Are Ladies Who Launch!
CHAPTERS
00:00 Saie’s Rocketship Growth
00:30 AD Starling Sponsor
05:07 The Breakout “aha” Moment
08:08 Estée Lauder Digital Roots
09:41 Important of Having A Start Up Tribe
14:33 Fundraising Advice
21:52 AD Starling Sponsor
23:33 Building TikTok Hype Early
24:03 Sephora Full Circle Deal
26:32 Scaling With A Small Team
27:41 The Power Of Slow & Steady Growth
29:35 Parenting Boundaries
33:51 Knicks Sponsorship
36:50 Celebrating 100 Million Sales
38:02 Founder Finance Advice
41:00 Future Proofing Family Time
41:47 Final Thanks And Wrap
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Saie Instagram: https://www.instagram.com/saiebeauty/
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