As a design studio, we love to watch out for new and unique brands, but when we also see that a brand is trying to make a change for the good, that’s when we really take notice! Also, as a beauty enthusiast and past makeup artist, I am always on the look out for an exciting, different, disruptive cosmetics brand. Combine those three things together, and you have my latest obsession, Saie.
If you haven’t met them yet, where have you been?! Saie is a clean, modern beauty brand with a conscience, who focus on sustainability. On their website, they describe themselves as a beauty brand ‘where high-performance formulas, sustainable packaging and practices, and inspired design are just as important as clean, good-for-you ingredients’.
This is a beauty brand that’s rewriting the rules with purpose, and doing it exceptionally. Let’s talk about how they’re changing the game, and why we should all be taking notice.
Clean Beauty, Clean Design
As a design studio, the first thing we notice is branding and design! And for us, Saie’s visual identity is *chef’s kiss*. Crisp serif fonts, ample white space, minimal frosted bottles, elegant packaging, beautiful and editorial photography of their products. The branding of Saie is elegant and modern, instantly conveys who they are as a brand, and is so refreshingly simple. Their thoughtful design perfectly matches their commitment to transparency in their formulas.
Saie’s visual language is proof that less can say so much more. And their products themselves really do the talking for them too!
Sustainability, But Make It Aesthetic
When Saie call themselves ‘clean’, this isn’t just another beauty buzzword used to sell more products, they take this meaning seriously.
C - Conscious
L - Luxurious
E - Earth minded
A - Award winning
N - New
This ethos extends to both the packaging and the products themselves. Saie’s packaging is kind to the earth, sustainable and eco conscious without sacrificing the luxurious, high end feel of the brand and products. From recyclable tubes to refillable compacts, everything still feels chic and on trend.
The brand’s choice of colour palette are soft lavenders, milky neutrals, and iconic black with frosted bottles. It’s a palette that speaks quietly but confidently, and is extremely photogenic.
Designing sustainably and still making it aspirational is not easy. But Saie does it in a way that feels like the new luxury, one that considers impact, not just impression.
They Can Back It Up With Evidence
Saie is a brand that practices what they preach, and really means what they say. They do not just talk about sustainability for buzz words, but because these causes actually mean something to them.
Here are just some of Saie’s very impressive lists of certifications and credentials:
Saie donates 1% of all of their sales to various environmental non-profits working to reverse some of the most pressing climate change issues of our time.
They proudly sponsor The Coral Restoration foundation and The Rozalia Project, both of which work to preserve our coral reefs and educate on the importance of keeping our oceans clean.
They are certified plastic negative, which means that for every product they sell, they contribute a percentage towards vetted impact programs that remove more plastic waste from the environment than they create in their packaging and operations.
Saie offsets their own team’s personal carbon footprints by funding forest conservation projects through Mammoth Climate.
They are leaping bunny certified! This means that they don't conduct or commission animal testing on any of their products or work with any other companies who do.
A Brand With Real Personality
Too many brands chase trends. Saie starts them.
As well as that, they start real, honest and important conversations. They use their brand and platform to discuss real issues such as sustainability and inclusivity, making it accessible and understandable for everyone.
Whether it’s a campaign about SPF education or a limited drop that supports reproductive justice, Saie uses their platform to talk about things that matter, and they do it without losing their identity.
From a design standpoint, it is so much more compelling when a brand knows who it is and what it stands for, because the visual storytelling becomes richer. Saie’s personality stays true to their image and ethos.
Redefining What Beauty Looks Like
While the traditional beauty industry has spent decades selling a narrow view of perfection, Saie embraces the more modern understanding that beauty is individual and unique.
Their casting reflects a wider spectrum of skin tones, ages, textures, and expressions, and they sell products that truly can be used on anyone. Their photography feels real, honest and is unfiltered. It’s a reminder that beauty isn’t one look, and it shouldn’t be one aesthetic either.
As creatives, it’s inspiring to see a brand that embraces imperfection without sacrificing polish. That shows up in everything from their social grids to their product photography. There’s a beautiful and true quality to their visuals that feels human, not manufactured.
Why This Matters To Us
At our studio, we believe design is a tool for change, not just decoration. Saie reminds us that when a brand aligns its visuals with its values, you get more than good packaging. You get a movement.
They’re not just changing how beauty looks. They’re changing what beauty means. And they’re doing it with exceptional design, strategic thinking, and a whole lot of intention.
So we are definitely paying attention. And if you care about brand identity, storytelling, or just want your makeup to come with a side of purpose, you probably should be too.
Want to work with us to build your own movement minded brand? Let's talk. We're here for the beauty, the brains, and everything in between.
by
Charlene Payne
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