Blogger Laney Crowell has received funding from brand owners and Unilever Ventures for her clean makeup brand launching in November, according to WWD.

WHO: Blogger Laney Crowell is launching clean makeup brand Saie this November. The range will consist of four products: a mascara, brow gel, lip balm, and lavender eyelash curler. The idea for the brand was inspired by the lack of makeup products in the beauty closet for her blog, The Moment.

IN THEIR OWN WORDS: “Six months in, I went to the beauty closet looking to find some makeup because I was going out that night, and I opened the doors and was looking and looking and there was no makeup. That was like, my a-ha moment for the fact that there was a real need in the market. I went on Instagram that night and asked my community a million questions,” Crowell said to WWD.

DETAILS:

• April Gargiulo, founder of cult skincare brand Vintner’s Daughter, Toms Shoes founder Blake Mycoskie, and LearnVest founder Alexa von Tobel joined Unilever Ventures backing Saie.
• Crowell did not disclose the amount of money raised, but the investment will be used for product development.