Brand closures, job cuts and scandals have gripped the beauty industry in 2025, making it all the more refreshing to see US make-up business Sacheu’s successes this year.
Launched in 2021 by content creator and beauty entrepreneur Sarah Cheung, the brand has hit what could widely be considered its milestone year.
Google searches for Sacheur increased 5,000% in September, spurred on by celebrity viral moments, which Cheung tells Cosmetics Business were completely organic.
This includes singer Billie Eilish, and American media personality and model Sofia Richie Grainge, showcasing the brand’s Lip Stay-N lipliner on social media in 2024.
But Sacheu hit new heights in September after beauty entrepreneur and reality television star l Kim Kardashian pulled the brand’s hero lip liner out of her handbag during a TikTok video on 29 September.
“We do not have enough budget in the world to pay for that type of exposure, and to just have so much organic love from celebrities is really humbling,” says Cheung.
But what exactly is going into Sacheu’s products to make them catch the eyes of celebrities and consumers alike?
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