Saint Lucie, the wellness brand behind the world’s first sauna serum, is now available across 18 states — a milestone the brand reached not through a splashy launch campaign or retail partnership, but through something far more rare: people telling other people. Since its founding in Minnesota in 2024, Saint Lucie has grown quietly through the sauna community, one studio, one session, and one conversation at a time.
Founded by Sierra Blake, Saint Lucie was built on a deceptively simple observation: the sauna is one of the oldest wellness rituals on earth, and yet no product had ever been made for it. Every oil, serum, and treatment on the market was designed to be kept away from heat. Saint Lucie was created to go straight into it.
“We never chased distribution. We just made something people genuinely needed inside the sauna, and the sauna community did the rest. That’s the kind of growth that means something.”
— Sierra Blake, Founder, Saint Lucie
Rooted in the Sauna Community
Saint Lucie’s earliest accounts were sauna studios — places where the product could be experienced exactly as intended, in the heat, with time to feel the difference. Practitioners and guests who tried it brought it home, shared it with friends, and sought it out when they traveled. That network of trust, built studio by studio across the upper Midwest, became the foundation for everything that followed.
By 2026, that quiet momentum had carried Saint Lucie into 18 states, without a single paid placement or national retail rollout driving it. The brand’s presence in each new market arrived the same way it did in Minnesota: organically, through people who believed in it.
A Product Built for the Heat
The Saint Lucie Sauna Serum is a botanical hair and skin oil formulated to perform under conditions no traditional beauty product is built for — high heat, when pores and hair cuticles are soften and open. Applied before or during a sauna session, the serum uses the body’s own elevated temperature to drive active botanicals deeper into skin and hair, turning passive relaxation into an active nourishment ritual.
The result is a product that doesn’t just survive heat — it’s designed for it. The sauna serums ingredients are 100% plant-based and selected for their natural heat protectant and nourishing properties at elevated temperatures, delivering a sensory experience that feels indulgent in the moment and visibly restorative after.
Pioneering a New Category
Saint Lucie sits at the leading edge of a rapidly growing movement. As sauna culture moves from niche to mainstream — driven by rising interest in recovery, longevity, and ritual-based wellness — the brand is building the product category that should have existed all along. With additional products planned, Saint Lucie is laying the groundwork for a complete sauna wellness ecosystem.
For a brand that started in Minnesota studios and spread state by state through whispered recommendations, that ambition feels earned.
Saint Lucie is the creator of the world’s first sauna serum — a hair and skin oil designed to be used in heat to nourish and protect. Founded by Sierra Blake in Minnesota in 2024, the brand grew organically through the sauna community and is now available across 18 states. Saint Lucie believes the sauna ritual deserves its own wellness products, and is building the category from the ground up. For more information, visit shopsaintlucie.com.
sierra@shopsaintlucie.com
Saint Lucie
