HOW SAIE BEAUTY BECAME THE GLOBAL POWERHOUSE EVERYONE'S TALKING ABOUT

Summary from the TLDR Marketing newsletter

Saie builds products around specific needs it spots in public, then uses how the product came about as the marketing story. Its Bellini eyeshadow was developed in its Italian lab with a creator whose followers had watched her test over 50 shades in three years, while its City Set spray was named after the Knicks dancers and led to an official team partnership. The approach shows up in how consumers see the brand, with 53% saying Saie meets their needs against a 43% category average.