Buzzy Make-up Model Saie Hires President from Drunk Elephant – WWD


Amid its upward trajectory, Saie is filling out its C-suite, beginning with a brand new president.

The model appointed Lucia Perdomo-Ruehlemann, the seasoned government who most just lately served as world model president of Drunk Elephant, to helm the enterprise. Perdomo-Ruehlemann additionally counts time at LVMH Moët Hennessy Louis Vuitton and the Estée Lauder Cos. Inc. below her belt.

“Saie has exploded up to now yr, and particularly due to this accelerated tempo, I’m thoughtfully handpicking my management group to embrace the dimensions,” Crowell advised Magnificence Inc. “Along with [Perdomo-Ruehlemann], we even have Tara Walton and Lauren Barrett becoming a member of as our head of gross sales and chief monetary officer/chief working officer, respectively.”

“My recruitment is to solidify the work that now we have carried out. I’m actually excited to broaden the attention of the model the Saie manner — we do every thing tremendous thoughtfully,” Crowell continued. “We discuss so much in regards to the Saie manner, and [Perdomo-Ruehlemann] utterly embodies it. She’s strategic, intuitive and considerate, and he or she has a very robust pioneering spirit which is actually essential.”

Crowell added that the model has grown over 300 p.c annually since its launch in 2019, and a part of Perdomo-Ruehlemann’s job might be successful at retail and bolstering the d-to-c enterprise. Saie is a Sephora-exclusive model.

Perdomo-Ruehlemann excels at constructing out retail relationships. “We’re not in a rush, we’re going to be very poised and really intentional,” she stated. “Whether or not it’s consciousness, d-to-c, digital, and completely leaning into our exclusivity with Sephora. They’re masters at constructing world manufacturers, and I’m excited to nurture what they do greatest.”

She additionally has expertise constructing out groups internally, too. “I’ve had good expertise constructing a group, and government management for Drunk Elephant, for Contemporary and for Jo Malone,” she stated. “We’re taking a look at constructing this model the identical manner.”

Saie received a Magnificence Inc award final yr for its out-of-the-box advertising initiatives, corresponding to Saie Classic — a planet-friendly strategy to merch. This yr, it additionally had a pop-up bodega with Saie merchandise and branded merchandise in New York. “There’s this nice pressure between native relevance and having a worldwide model,” Perdomo-Ruehlemann stated. “We need to lean into understanding who’s speaking about us. We have to crystallize who that Saie woman or girl is.”

Social listening is a part of the model’s DNA. When Crowell based the model, she additionally based the Clear Magnificence Crew, a 2,000-member-strong non-public Fb group the place Saie mines for client insights. “The members surrender their time, they care so deeply in regards to the model and need to give their perspective on it,” Perdomo-Ruehlemann stated. “It’s a brander’s dream.”

A part of what’s working is the model’s planet promise, which incorporates its journey to eliminating plastic solely from its packaging and a partnership with Terracycle. “We make investments so closely in ensuring that our footprint is as small as doable and that we’re impacting the planet not simply as little as doable, however in a constructive manner,” Crowell stated.

Perdomo-Ruehlemann is taking the identical intentionality to constructing the enterprise. “We don’t take a look at Saie by way of the prism of, ‘How are we going to be the following Nars, or MAC Cosmetics?’” Perdomo-Ruehlemann stated. “We need to optimize, and be one of the best us we might be with out taking any shortcuts.”



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