Congratulations on launching in Dubai! What excites you most about the expansion into the Middle East?
I am most excited about the chance to nurture our global community. The Middle East consumer has been requesting Saie to come to the region for a long time.
Have you noticed a difference between consumers in the Middle East and other markets?
My experience with the Middle Eastern consumer has shown that they’re genuinely curious and eager to understand everything Saie has to offer - from our Signature Saie Glow to the clean, effective ingredients that power our products. They take the time to discover what makes Saie unique and how it helps achieve effortless, radiant looks while supporting healthy, happy skin.
Has anything surprised you about Middle Eastern consumers?
I’m not sure if 'surprised' is the right word, but I was truly inspired by the level of artistry and attention to detail that Middle Eastern beauty consumers bring to their makeup application. Seeing this firsthand during our makeup masterclasses was incredible; each attendee approached their look with such sophistication and skill. The dedication to understanding every detail of Saie products and incorporating them into their routines with such precision was genuinely impressive. It was clear that this clientele has a deep appreciation for beauty as both an art form and a form of self-expression.
In a market as saturated as beauty, what do you think makes Saie stand out?
I think Saie’s product performance stands out. Consumers know good products. There was a demand for Saie and many of our hero products before we arrived from Glowy Super Gel and Dew Blush to GlossyBounce.
Saie might be an indie brand, but it is set for world domination. What has been Saie’s biggest achievement so far?
In my opinion, Saie’s biggest achievement is in the power of our community, efficacious products (that really deliver) and the velocity at which consumers are purchasing Saie.
Which product do you feel embodies Saie’s mission?
Our most iconic products - like Glowy Super Gel, Dew Blush and Glossy Bounce - really embody Saie’s mission of easy, effortless, high-performance makeup. Each of these hero products reflects our commitment to creating formulas that are both clean and incredibly effective, allowing anyone to achieve a radiant, polished look with minimal effort. They’re designed to be intuitive and accessible, enhancing natural beauty while promoting healthy skin, which is at the heart of what Saie stands for.
How do you see Saie continuing to innovate in the face of evolving consumer demands for sustainable beauty products?
Our Saie standards are non-negotiable. We will take longer to deliver a new product in order to ensure it meets our highest levels of scrutiny for clean ingredients and packaging sustainability, and we cascade those standards to our supply chain partners.
Can you tell us about Saie’s Climate Initiative?
The Saie Climate initiative is our commitment to immediately taking direct action against climate change. It’s in our DNA to protect the environment. We’ve committed to collecting 5 million pounds of plastic waste through a three year partnership with rePurpose Global. We’ve also committed to net zero emissions by 2039 and an all female board to support these initiatives.
What are your thoughts about the generational shift in perspectives with regards to makeup, where younger generations are embracing natural skin over ‘masking’ makeup of previous years?
I think the younger generations caring about their skin is super important. The Saie philosophy is built on the promise we only use ingredients that directly benefit your skin health. I describe Saie as skincare with pigment. There is such care in the product development of all of our products.
What is your go-to Saie routine?
My Saie Stack is:
Step 1: Mix Glowy Super Gel in Sunglow with Slip Tint and apply with the Saie big brush.
Step 2: Dew Blush in Cutie and Dew Bronze in Stinton.
Step 3: Mascara 101 in brown or black.
Step 4: Lip Liner 101 in Flirt and GlossyBounce in Dip.
Saie products are constantly selling out. How did you feel the first time you saw a Saie product go viral and what is the key to ensuring buzz doesn’t falter?
We are so grateful for the community’s love and support of Saie and our products. We care deeply about nurturing those relationships and in turn we experience the advocacy within our community of trusted experts who influence and have a halo on the brand. Shop now
