EXCLUSIVE: Saie Enters the Eye Shadow Category

WWD Weekend

Beauty Inc

Fairchild Live

Beauty Inc

site categories

Fragrance

Color Cosmetics

Hair

Beauty Features

Skin Care

Wellness

Body Care

WWD

Click to expand the Mega Menu

Got a Tip?

Beauty Inc

Click to Expand Search Input

Plus Icon

Click to Close Search Input

Newsletters

Account

Welcome

Manage Account

Log Out

Log In

Sign Up

Beauty

Color Cosmetics

EXCLUSIVE: Saie Enters the Eye Shadow Category

Inspired by 1990s minimalism, the new SuperSuede Bake collection campaign is fronted by Danish supermodel Helena Christensen.

The color cosmetics brand, founded by Laney Crowell , is expanding into a new category with the launch of its SuperSuede Baked Eyeshadow. Modeled after 1990s minimalism, the collection opens with a palette of neutrals, six in demi-matte (Panna Cotta, Cannoli, Biscotti, Amaretto, Dolce and Tiramisu) and five in low-lit shimmer (Sorbetto, Granita, Tartufo, Gelato and Affogato). Available in-store and online at Sephora and on saiehello.com starting Aug. 18, the collection will be sold in single, spherical compacts for $24 each.

Related Articles

New Fashion Releases

EXCLUSIVE: Lake Introduces Temperature-regulating Technology Into New Pajama Designs

Beauty Features

EXCLUSIVE: Margaret Mitchell Joins Kiko Milano

“You say it, we create it,” Crowell told WWD. “We’re always in lockstep with our community, and they’ve been asking for eye shadow.”

Without any specific consumer requests, Crowell said the brand experimented with the shadow’s function and formulation in the early stages of development. What they settled on is a lightweight innovation infused with jojoba esters, squalane and ceramides that’s meant to mimic the soft, buttery feel of suede fabric and can be applied using your finger or with its new dual-ended brush, no primer necessary.

“When I think about Saie and our community, what they always come back with is they love how easy, effortless and seamless our products are. When looking through that lens, we wanted to create an eye shadow that anybody could apply,” said Crowell, adding that the matte shades were inspired by the brand’s hero bake technology that’s — quite literally — baked into its bronzer, blush and powder lines, but with 16-hour wear. The shimmers are designed to be worn on their own or with the solid shadows.

For the campaign, Saie tapped Danish supermodel Helena Christensen. As the face of ’90s beauty, Crowell said Christensen immediately “understood the vision.”

“It all seemed so serendipitous,” Christensen told WWD. “It’s funny how I feel inside and how I live seem to be encapsulated in the Saie products. I love seeing skin texture. I love seeing freckles. I love the natural shadows around your eyes. I love when things happen this way, where you are in love with a brand and happen to meet the founder of the brand, and she’s a cool, fun, smart woman, and you get along well and end up working together.”

Both the campaign and the collection come as beauty finds a renewed interest in ’90s minimalism. But the broader industry revival is not why Crowell leaned into the aesthetic in the first place. “We’ve been working on this category for years, so we had a lot of time to think about the positioning and what eye shadow represents to Saie, and we kept going back to the easy, effortless look, which to me is very inspired by the ’90s.

“Saie doesn’t chase trends,” Crowell continued. “We are aware of a shade that’s fun and exciting, but I would say the majority of the time, we are so focused on serving our community with long-lasting products that will be a hero on their own.”

On how the brand decides which categories to play in, the founder said it’s mostly based on what her community wants. “I also think that eye shadow, our the uncomplicated eye, speaks to how Saie has always been on the forefront of makeup innovation, and speaks to the fact that we’re able to create these formulas that are so nourishing for your skin. And to me, that’s the future of makeup .”

Saie declined to comment on sales forecasts for the eye shadow, but described it as their biggest launch to date. Industry sources, however, estimate first-year sales to come in around $5 million.

As for what comes next, Crowell said to keep an eye out for a few more business moves before the year is up. “We have so many things that we’re working on,” she teased.

Newsletters

Sign up for beauty news straight to your inbox every day

PMC Logo

Most Popular

Leonardo DiCaprio, Jeff Bezos and Lauren Sánchez Bezos Set $200 Million Fund to Recover Endangered Species

Perez Hilton Hospitalized After Appearing to Harm Himself on Livestream

Brad Pitt Is Allegedly 'Bracing Himself' For His Kids' Next Move Which Sources Say Is His 'Worst Possible Nightmare'

Met Museum Quietly Hangs a Leonardo da Vinci Painting, On Loan from Ken Griffin: 'A Little Picture, Of Large-Scale Importance'

You May Also Like

Michael Jordan’s Air Jordan 11 Got a Modern — and Affordable — Update and It’s Available Right Now

9 hrs ago

Fashion Loves Food 2025

10 months ago

Has Lesotho’s Tariff Relief Missed the Window?

5 days ago

Saliva-Testing Startup Biolyz Eyes American Expansion Plans

1 hr ago

“New Humans” Takes a Disappointingly Old Approach to Disability

3 days ago

Subscribe

Customer Service

Customer Service

WWD

About Us

Advertising

Subscribe

WWD FAQ

Digital Daily FAQ

Accessibility

Legal

Privacy Policy

AdChoices

EU Privacy Preferences

Terms of Use

California Privacy Rights

Your Privacy Choices

Follow Us

Facebook

Facebook

Instagram

Instagram

LinkedIn

LinkedIn

X

X

Newsletter Sign Up

Your Email

Subscribe

Subscribe

By providing your information, you agree to our Terms of Use and our Privacy Policy . We use vendors that may also process your information to help provide our services. // This site is protected by reCAPTCHA Enterprise and the Google Privacy Policy and Terms of Service apply.

Have a Tip?

Send us a tip using our anonymous form.

WWD and Women's Wear Daily are part of Penske Media Corporation. © 2026 Fairchild Publishing, LLC. All Rights Reserved.