SACHEU Beauty
Mid-Range“Life-ready, stay-put makeup.”
SACHEU launched in 2020, co-founded by Hong Kong-born YouTube creator Sarah Cheung (870K+ subscribers) and the Gloss Ventures incubator. The brand started with stainless steel facial rollers and gua sha tools, but everything changed in 2023 when the Lip Liner STAY-N dropped — a peel-off lip stain using SACHEU's proprietary STAY-N® film-forming polymer technology that became one of the most-viral makeup products of the decade, racking up over 4 billion TikTok views and selling at a rate of one unit every six seconds on TikTok Shop US.
SACHEU has since expanded the STAY-N line into liquid eyeshadow, eyeliner, and a brow/freckle stain, all built around the same long-wear, transfer-proof technology. Available at Ulta Beauty (US), Boots (UK), Amazon, TikTok Shop, and DTC at sacheu.com, with most products priced $14–$22. The brand has been the dominant force in the peel-and-reveal lip stain category and is one of the clearest case studies of how TikTok-native brands have reshaped the makeup landscape in the post-2020 era.
Known For
Flagship Products
- Lip Liner STAY-N
- Liquid Eyeshadow STAY-N
- Eyeliner STAY-N
- Brow & Freckle Stain
- Stainless Steel Gua Sha
Brand Philosophy
Life-ready beauty — long-wear, transfer-proof, stay-put makeup engineered for people who don't have time to touch up.