Saie's 'Makeup Class' Drives $6K in Sales from First Session as Brand Scales Education Program

Saie’s ‘Makeup Class’ Drives $6K in Sales from First Session as Brand Scales Education Program

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6.11.2026

Quick Facts

Saie’s first ‘Makeup Class’ generated 803 viewers and nearly $6,000 in sales across 66 orders
The brand reached $100 million in sales in 2024 with over 50% year-over-year revenue growth
Viewers spent an average of 16 minutes engaged with the 68-minute educational session

Clean beauty brand Saie launched ‘The Makeup Class’ digital education series to scale its in-person masterclass program beyond the New York, Toronto and London markets it reached in 2024.

The first session focused on ‘Special Requests’ and drew 803 total viewers split nearly evenly between live attendees (414) and replay viewers (389). The session generated $5,958 in sales across 66 orders, with most purchases occurring after the live event ended.

“This was us continuing to scale,” said founder and CEO Laney Crowell. The brand plans to host one to five classes monthly using video commerce platform Videowise.

Saie invested in an in-office studio featuring vintage chairs and a custom product trunk inspired by Chanel’s timeless aesthetic. Senior Director of Global Education Stevie Nelson said the design creates an elevated experience the team will “still be proud of even five years down the line.”

The education strategy targets existing customers rather than new acquisition. “People fall in love with our products in these classes. They tell their friends about them and they tell their friends to join them,” Crowell said. “I think it’s a very sticky customer who comes.”

Nelson emphasized the back-to-basics approach fills gaps left by social media tutorials. “There needs to be a little bit more hand-holding, so we’re there to provide that support in a very simple way, and to take away the complication or intimidation factor of makeup,” she said.

The classes are free but include purchase incentives like exclusive discount codes available for two hours post-session and early access to Friends & Family sales.

Saie reached $100 million in revenue in 2024 with over 50% year-over-year growth, making it one of Sephora’s top 10 makeup brands. The company reports profitability and expects to maintain its $100 million sales trajectory this year.

Future programming will cover topics including mature skin tutorials, product-specific education like ‘Blush 101,’ and beauty trends. Most sessions will be hosted by Nelson or Shain Kish, the brand’s director of makeup artistry.