Saie

A former glossier and J. Crew marketing executive launched a clean makeup brand in 2019 with a specific commercial thesis. The brand would publish its internal ingredient bands, not just what it included. Lainie Crowell had spent her early career at glossier and J. Crew before founding SyE Beauty in 2019. Her hero product, the Glowy Super Gel, was a liquid highlighter priced at $28, formulated without more than 2,000 individually listed band ingredients. Crowell published the full Blacklist on the brand's website, which was commercially unusual. Clean Beauty brands normally highlighted what was in their products. SyE highlighted what was actively excluded, which made the brand's claims publicly auditable. The public Blacklist was a commercial commitment.