Saie's Bellini Eyeshadow Sold Out in 12 Hours After Creator Collab

Saie's rose-gold Bellini eyeshadow sold out on Sephora's website in 12 hours, and the launch drove a 305% sales lift across the brand's other core eyeshadow shades. The shade was co-created with TikTok creator Hannah Chody, who had spent three years searching for a dupe for a discontinued Tom Ford Beauty product.

Tom Ford Beauty discontinued its Cream and Powder Eye Color in the shade Golden Peach in 2023. Chody tried roughly 50 dupes over her search, documenting the process on TikTok for more than 288,000 followers. She told Allure in 2024 that she had reached out to Tom Ford Beauty but hadn't heard back.

"I've tried to get in touch to no avail, but I'm here! I'm patiently waiting," she told the magazine at the time. Tom Ford never took the opportunity. Saie did.

How did the Saie collaboration start?

Saie founder and CEO Laney Crowell discovered Chody's dupe journey on her own TikTok feed, where commenters had started tagging Saie. At the time, Saie didn't sell an eyeshadow at all. Once the team decided to enter the category, Crowell contacted Chody directly.

"I said, 'I know this is kind of fast timing, but I'm actually going to Italy to where we make the product. Do you want to come with, and we can actually develop the shade in person?'" Crowell told Marketing Brew. "Hannah, being such a perfect partner, was like, immediately yes."

Chody helped create and name the SuperSuede Baked Eyeshadow shade over the course of a month and through multiple rounds of testing. Bellini debuted last month. Before launch, more than 7,500 people joined the waitlist. After the sellout, more than 1,300 signed up for restock notifications, according to the brand.

"While we forecasted this as a quite big launch, we underestimated the demand," Crowell said.

What made the campaign work?

The rollout centered on Chody's owned channels, where her audience already lived. A Sephora-hosted TikTok Shop Live event set a record for the highest unit sales of any featured Sephora brand to date, the company said. The Live generated 6.5 million impressions, 89% of them from new viewers, according to Saie.

"The conversation started on TikTok; that's where the majority of [Chody's] followers are," Crowell said. "When Sephora came to us with the TikTok Shop opportunity, it just made perfect sense."

Offline, Saie sent bellini-making kit mailers, hosted New York events with Chody where guests could try the product and sip bellinis, and put up a billboard in Austin, where Chody lives, with the tagline "All eyes on Hannah Chody." Her posts about the billboard and the launch have generated millions of TikTok views.

"What was really part of the secret sauce to how successful this campaign is is how engaged [Chody's] community is," Crowell said.

Can Saie repeat it?

Crowell doesn't think so. "The results were just so incredible," she said. "There was a magic to this. It's not going to be easily replicable."

Saie continues to work with Chody on content, especially restock updates. The bigger lesson, Crowell said, is listening to a brand community online and in person, then executing thoughtfully where competitors aren't activating. That same logic led Saie to sponsor the New York Knicks, a space where there was "no other brand speaking to women in that moment," she said.

"You say it, we create it," Crowell said — and Saie will keep listening to its customers for the next idea.