Laney Crowell Scaling Sustainable Beauty Through Purpose-Driven Entrepreneurship
Saie founder leverages small-scale climate actions to drive massive industry-wide waste reduction.
1From Wellness Blog to Powerhouse
Laney Crowell transformed her initial wellness blog into Saie, a high-performance beauty brand that prioritizes non-toxic ingredients. Since its inception in 2019, the company has achieved significant commercial success, surpassing 100 million dollars in total product sales. This growth demonstrates that sustainable practices can effectively scale within the competitive global beauty industry.
2Recognition for Environmental Leadership
Crowell was honored with the 2026 TIME Earth Award in New York, following her recognition as a 2025 TIME 100 Next Honoree. She joins an esteemed list of past recipients, including marine biologist Ayana Elizabeth Johnson and former U.S. Secretary of State John Kerry, highlighting her significant influence on climate-focused business practices.
3Quantifying Plastic Waste Impact
The beauty industry generates an estimated 120 billion units of plastic packaging waste annually. To combat this, Saie committed one percent of its sales to environmental causes. Over the past five years, the company has successfully recovered 200,000 pounds of waste, proving that small, consistent operational changes yield measurable environmental results.
4Strategic Partnerships for Scale
Saie partnered with rePurpose Global to collect twice as much plastic as the company produces. This strategic alliance allows the brand to move beyond individual efforts, creating a scalable mechanism for waste recovery. By integrating these practices into the supply chain, Saie ensures that sustainability remains a core component of its growth.
5The Planet Beautiful Initiative
In 2025, Saie launched the Planet Beautiful initiative in collaboration with Sephora and rePurpose Global. This project successfully funded the recovery of over 1 million pounds of plastic waste from nature during its first year. The initiative serves as a model for how retailers and brands can collaborate to address systemic pollution.
6Collective Movement Over Individualism
Crowell emphasizes that individual actions are the foundation of collective movements. By inviting other brands to join the Planet Beautiful program, she has turned a singular company mission into a broader industry effort. This collaborative approach increases the total volume of waste collected, demonstrating the power of shared corporate responsibility goals.
7Future Ambitious Recovery Targets
Looking ahead, Crowell has set a bold goal for Saie to help recover 100 million pounds of plastic waste from nature. She views this target as a starting point, hoping that future advancements will make even this massive figure seem small. This vision drives the company's long-term strategy for environmental impact.
8Entrepreneurship as a Superpower
Crowell defines the entrepreneurial superpower as the ability to take a tiny idea and nurture it into a global force. Her journey from childhood hiking lessons to leading a major beauty brand illustrates how personal values can shape corporate strategy. This mindset is essential for founders aiming to solve complex global challenges.