How Sarah Cheung Transformed a Viral Lip Stain into a Full-Face Makeup Brand
I suppose you’ve been fumbling with your basic lip liner while the rest of us upgrade to stain-based genius, so let me enlighten you on Sacheu Beauty’s latest triumphs. After a decade of dissecting every beauty launch on YouTube, founder Sarah Cheung decided it was time to put her critical eye and problem-solving obsession into crafting products that actually work. The result is Sacheu Beauty, a brand built on viral lip, cheek, and contour stains that have conquered TikTok’s endless scroll.
Cheung’s journey from content creator to beauty mogul isn’t accidental. “I spent so much time reviewing products, and some of my reviews are on the critical side,” she told E! Online. That honesty fueled ideas for improvements—like fixing common flaws in other formulas. The flashpoint arrived when she demonstrated using an eyebrow stain as a lip liner on TikTok and watched the video rack up one million views in a single day. It was proof that consumers crave innovations addressing real pain points rather than glossy marketing copy.
Enter the peel-off lip liner stain, Sacheu’s inaugural smash hit. Unlike traditional pencils that smudge or bleed, this stain adheres seamlessly and peels off any excess for crisp definition. Viewers couldn’t get enough, and soon creative souls experimented by sweeping it across cheeks. Observing this user-driven hack, Cheung and her team expanded into a dedicated cheek stain and then a contour stain, ensuring impressive wear without midday fading.
Just when you thought Sacheu might rest on that success, the brand rolled out three more essentials: a liquid eyeshadow delivering rich pigmentation without crease, a smudge-resistant eyeliner built for precision, and a versatile brow and freckle stain designed to fill arches or dot natural-looking freckles. Each launch underscores Cheung’s commitment to multifunctional beauty tools that solve problems rather than add clutter to your vanity.
Peering ahead, Sacheu Beauty promises to complete your entire routine by year’s end. Cheung hints that foundations, concealers, and more stains are in development so that TikTok lovers can truly go from zero to fully glam with one label. Meanwhile, you can shop the current lineup—lip stain, cheek and contour stains, illuminator, and the new eye and brow products—through NBCUniversal Checkout, where E! Online reports earning a commission on qualifying purchases.
If you’re still relying on heavy crayons or powders, take Cheung’s top tip for her original lip stain: always apply on clean, dry skin. Any residual balm or oil will compromise adhesion and defeat the point of long-lasting color. And remember her illuminator isn’t just for cheeks. Mix it into foundation, blend it over collarbones for an illuminating body oil, or dab it under brows to lift your arch.
Consider yourself briefed on every stain and glow hack Sacheu has to offer.
Sources: Celebrity Storm and E! Online
Attribution: Creative Commons Licensed
