Sacheu Beauty, the innovative Los Angeles brand co-founded by content creator Sarah Cheung, is embarking on an exciting new journey by launching its full color cosmetics line in 700 Ulta Beauty stores across the country this month. This significant partnership symbolizes a milestone for the brand, which first captured attention in 2020 with its unique stainless steel gua sha tools. It quickly gained momentum, especially after the introduction of its highly praised peel-off, longwear lip liner stain, which became a viral sensation among beauty enthusiasts.
Cheung emphasized the philosophy driving their product development: “What we carry through all of our product development is solving real problems.” This commitment to addressing actual consumer needs lies at the heart of Sacheu Beauty’s approach. The brand’s rise to fame was largely propelled by TikTok, where Cheung showcased a clever hack of using peel-off brow tint as a lip liner. Her post went viral, amassing more than a million views in just 24 hours, further inspiring the creation of their popular lip stain that promised longevity.
This phenomenon did not go unnoticed by Ulta Beauty, which featured Sacheu Beauty in its Sparked program—a platform designed to highlight emerging brands. They introduced Sacheu’s tools in their stores and expanded the product range online. Additionally, Cheung participated in Ulta’s Muse Accelerator program, which supports early-stage brands founded by BIPOC entrepreneurs. Vincent Hickey, Sacheu Beauty’s chief commercial officer, noted the impressive correlation between their viral moments on TikTok and increased sales at Ulta, with the brand’s point of sales reportedly increasing sixfold year-over-year.
Sacheu Beauty is on an ambitious trajectory, estimating revenues to surpass $100 million by 2026, primarily driven by the partnership with Ulta Beauty. The rapid scaling of the brand is evidenced by its quadrupled production capacity and a growing team of 28 employees. Hickey acknowledged the challenges of keeping up with the overwhelming success, stating, “Having a viral moment is amazing, but you have to catch up.” The team has made significant investments in supply chain infrastructure to ensure long-term stability and growth.
The rollout in Ulta Beauty will include not only the standout lip liner stain but also the brand’s new cheek, contour, and highlighter products, all designed with a focus on long-lasting formulas. Hickey remarked on their strategy to attract a Gen Z audience in-store while also reaching out to new customers who may not have discovered Sacheu through TikTok. To celebrate this partnership, Sacheu Beauty is also planning an immersive pop-up event called “Sacheu World” in Venice, California, which promises to engage and excite fans.
Kaitlin Rinehart, Ulta Beauty’s vice president of merchandising, expressed pride in championing brands like Sacheu that exemplify creativity and innovation in the beauty industry. She highlighted the brand’s inclusive nature, its ability to build community through social media, and its commitment to clean, effective ingredients. Rinehart noted that Sacheu Beauty resonates particularly well with consumers of all ages, especially those who discover products through platforms like TikTok. This collaboration aims to meet the growing demand for authenticity, long-lasting performance, and user-friendly formulas informed by beauty trends from around the globe.