Feb 17, 2026 · 1 hr 16 min · 35 segments
Today on Aspire, Emma sits down with Laney Crowell, founder and CEO of Saie – a brand that consistently has seven products ranked in the top ten at Sephora. Emma and Laney talk about what it really…
Emma GredeHost
Laney CrowellGuest
So there's so much to talk about, but let's really try and start at the beginning because I think-
... before you built Saie, you built something that so few people have, right? You built this element of trust through your community as an editor with The Moment.
And I really wanted to ask you, like, how important do you think the groundwork that you laid in the beauty industry was before you started the business?
Funny story, one of the community members actually is now one of my merchants at Sephora.
She was following along the whole time, but it was, the best part about that was that I knew every brand.
And when you say you knew the entire landscape, like, as an editor, you were looking at it through the, the lens of a consumer.
Like, had you gone in and started to understand the business, where the white space was? Like, give me an idea of what you were t- finding out.
So there's so much to talk about, but let's really try and start at the beginning because I think-
... before you built Saie, you built something that so few people have, right? You built this element of trust through your community as an editor with The Moment.
And I really wanted to ask you, like, how important do you think the groundwork that you laid in the beauty industry was before you started the business?
Funny story, one of the community members actually is now one of my merchants at Sephora.
She was following along the whole time, but it was, the best part about that was that I knew every brand.
And when you say you knew the entire landscape, like, as an editor, you were looking at it through the, the lens of a consumer.
Like, had you gone in and started to understand the business, where the white space was? Like, give me an idea of what you were t- finding out.
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3 of 13
Five-Year Breakthrough Setting Spray
Her innovation pipeline finally pays off
$35K All-In Bet
She risks everything on product first
Manifested Investors List
Her target list becomes reality unexpectedly
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