11 months ago
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On Saturday, the “clean” makeup brand Saie hosted 180 people across three IRL masterclasses, held in Los Angeles. The group was comprised of 90 customers, including fans, top spenders and other brand loyalists, plus 90 others that included influencers and members of the press. The event was the first of a series, which will take the brand to New York, London and Toronto throughout this year.
“It has always been my dream to have [an IRL] Saie masterclass,” said founder and CEO Laney Crowell, who launched the brand in 2019. “I am not a makeup artist; I am just your everyday girl who wants to know how to put her makeup on.” So, too, is Saie’s audience, she said, noting that the brand’s DMs are constantly flooded with questions about how to use its products.
To bring Crowell’s vision to life, Saie tapped Ananas Ananas, an art studio typically known for collaborations in the food world, to create custom trays on which products were displayed for each attendee. “The masterclass was [meant to feel like] going to dinner with your friends,” Crowell said.
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