In 2024, Saie debuted an IRL masterclass program, which, at the time, it took to New York, Toronto and London, inviting creators and community members alike. Now, two-and-a-half years later, it is launching The Makeup Class, an ongoing series of digital programming meant to bring education to its community on a wider scale. “This was [about] us continuing to scale,” said founder and CEO Laney Crowell. “Obviously, in-person can only go so far. Hosting [this programming] online is a way for us to reach more people, because the demand continues to increase.”
Crowell said the impetus for an educational platform came about organically when one of her friends shared her lack of knowledge about doing makeup. “She was like, ‘I don’t know how to place blush, I don’t know how to curl my lashes. I don’t know how to do these very basic things,’ which I honestly had started taking for granted. … When I really started chatting with other people, this was like an 80% of the population problem,” Crowell said.
The program, launched on May 21, has been well-received. “The best compliment I’ve received after [a class] is someone saying their morning went from being very stressful while getting ready to being a moment of self-care,” Crowell said. “Just that little bit of empowerment can completely change your relationship with your morning routine.”
