'It feels like a dream milestone': Saie to make UK store debut at Sephora

Saie is launching at Sephora UK on 6 October, marking the make-up brand’s first physical retail presence in the UK and Europe.

The launch will introduce dedicated two-bay spaces within Sephora stores, giving UK shoppers the opportunity to test Saie’s formulas and textures in person.

The brand has previously been available to British consumers online through Cult Beauty, which launched Saie exclusively in the UK in 2020.

The move comes as the skin-focused make-up brand surpasses $100 million in revenue, with its Sephora partnership in North America, which began in 2021, playing a significant role in its growth.

It also follows sustained interest from British consumers, with London consistently ranking as Saie’s second-largest city audience across its social media channels.

"It feels like a dream milestone," founder Laney Crowell tells TheIndustry.beauty. "Our UK community has been showing us so much love from afar since day one. Entering Sephora UK is a huge validation of what we’ve built."

Alongside its existing partnership in North America, Crowell adds that Sephora’s focus on prestige beauty and product discovery made it the brand’s preferred partner for its UK expansion.

"We share a deeply aligned vision when it comes to prioritising high-performance, skin-first make-up and pushing for real sustainability in prestige beauty," says Crowell.

"Their energy in the UK retail landscape is unmatched right now and we couldn’t ask for a better partner to help us scale.”

Saie’s two-bay format will give shoppers the opportunity to compare shades, handle products and experience their finishes in store.

“I’m so excited for UK shoppers to walk up to Saie, touch and play with the textures, and discover how easy it is to get that signature Saie glow," adds Crowell.

“Whether they’re picking up iconic community favourites, I want them to feel how elevated and skin-first these formulas truly are."

The launch comes as Sephora continues to expand its physical presence in the UK. In July 2026, the retailer opened its first boutique-format stores on London's Carnaby Street and  Old Spitalfields Market, introducing a smaller, more curated format alongside its larger regional locations.

Sephora UK Managing Director Sarah Boyd also previously outlined plans for the retailer to reach 20 UK stores by the end of 2026, providing a growing platform for brands such as Saie to reach consumers in-store.

Looking ahead, Crowell expects to build on Saie's initial UK presence, with plans to expand its physical footprint and product range, as well as introduce in-person events and local community initiatives.

My biggest goal is to make high-performance, effortless makeup feel joyful and easy. For a long time, beauty lovers felt they had to compromise between skin loving ingredients and performance. Saie was created to eliminate that compromise," Crowell highlights.

"Beyond expanding our physical presence and product lines over time, our wider ambition is to continue setting a new industry standard for high-performance, sustainable beauty.

We want to deepen our relationship with our UK followers through real-life events, local community initiatives, and product launches tailored to what they're asking us for. We're here to build a long-term home in the UK.

"This is just the beginning of our UK story. We view the UK not just as a retail destination, but as a core pillar of our global community.