The Interview: Sacheu's Sarah Cheung on creating problem-solving beauty and her viral lip stains

Sarah Cheung’s beauty empire started from a content creator’s curiosity. It quickly evolved into one of social media’s most talked-about brands - Sacheu. Best known for its high-performing Lip Stain that refuses to budge, the brand has built a cult following through problem-solving.

Now, Sacheu is bringing its transfer-proof formulas to the UK via Boots, joining the retailer’s growing lineup of viral brands like Made by Mitchell, SheGlam and Catrice.

In conversation with TheIndustry.beauty, founder and CEO Sarah Cheung discusses building a brand from the ground up, balancing virality with credibility, and what to expect from one of the most talked about brands.

Cheung’s path to beauty domination didn’t start with Sacheu, it began in a college dorm. She launched her first business as a student. That early hustle set the tone for everything that followed - a sharp eye for opportunity and instinct for what resonates online.

Fast forward a few years, and Sarah Cheung’s rise from YouTube creator to founder of Sacheu reads like a digital-age success story. But behind the viral lip stains and celebrity fans lies a founder committed to creating beauty products that solve real problems.

"I noticed a gap in the industry - too many product launches, and not enough true problem-solving," Cheung tells TheIndustry.beauty. "I wanted to build a brand that listens to its community and creates genuinely differentiated products that do what they promise, instead of blindly chasing trends." That’s how Sacheu was born.

Launched in 2020, Sacheu (pronounced 'Say-chew') quickly became known for its sleek stainless-steel tools and later, its viral colour cosmetics. Its lip stain in particular - a transfer-proof, long-wear hybrid that’s as practical as it is bold - has become the stuff of TikTok legend, catching the attention of celebs including Kim Kardashian to Doja Cat.

But behind the glamour of viral fame, Cheung’s approach is anything but surface-level. "It’s easy to feel like the sky is falling when you face your first stock, shipping issue, or marketing hiccup," she reflects. "You just have to keep going, trust your ability to problem-solve, and remember that you’ll get through it like everything else."

That persistence has paid off. Last week, Sacheu officially launched into Boots - its first major retail expansion in the UK. For Cheung, it’s not just another step in the brand’s global growth story, but a deeply considered move. "We’ve always been very intentional about retail expansion," she says. "The UK has long been one of our most engaged international communities, so expanding there felt like a natural next step."

The partnership comes at a time when Boots continues to champion social-first, high-growth beauty brands - with Sacheu joining the likes of Made By Mitchell.

Sacheu’s success is built on its founder's online personality and its performance. Take its hero innovation, STAY-N Technology -the science behind the viral lip stain. "Our STAY-N Technology is a long-wear system designed to create colour that bonds to the skin for all-day wear," explains Cheung. "Instead of sitting on top like traditional makeup, it uses a film-forming polymer blend that adheres to the skin’s surface, delivering a transfer-proof, smudge-proof finish that resists oil and humidity once set."

It’s this combination of social media fluency and technical credibility that’s made Sacheu stand out in a crowded market.

Cheung’s path to entrepreneurship began online, documenting her beauty routines from the floor of her bedroom. "My family remembers me filming YouTube videos on the floor of my bedroom just a few years ago," she says. "So they understand the grit and hard work behind it. I feel a deep sense of responsibility knowing I’m helping open doors for women and immigrants who come after me."

As an Asian immigrant founder, Cheung says inclusivity isn’t a marketing strategy; it’s part of Scheu’s DNA. "I see beauty through both Eastern and Western lenses," she explains. "I’ve always believed true innovation can come from anywhere - whether it’s the science behind Traditional Chinese Medicine or the fast-moving trends in Asia. That perspective shaped Sacheu’s DNA." That worldview is evident across the brand and may be the magic ingredient as to why it resonates with such a wide range of consumers.

But, it’s impossible to talk about Sacheu without mentioning TikTok. "It’s at the core of everything we do," Cheung admits. "Even Kim Kardashian and Doja Cat discovered us on TikTok! We’ve received over 5 billion impressions on the platform and have a vast creator network — it’s an integral part of the sacheu ecosystem."

Sacheu treats TikTok as a tool, not the goal. "We weren’t trying to make a viral product; we were trying to solve a real problem," she says of the lip stain’s overnight success. "People are tired of reapplying lip liner all day, and we created something that actually stays put. The reaction came because it wasn’t just another trend - it was performance-driven and genuinely different."

@sacheubeautyuk #stitch with @Vogue Kim Kardashian using our Lip STAY-N. We’re glad she’s a fan 💗 #SACHEUBeautyUK #SACHEU #kimkapproved @Kim Kardashian ♬ original sound - SACHEU UK

Cheung’s approach to growth echoes the same philosophy that made The Ordinary or Glossier household names. Right now, her team is concentrating on building depth, not breadth. "Our focus is on maximising our partnership with Boots and ensuring the rollout is as strong and impactful as possible," she says. "We’re really prioritising depth over breadth - learning from this launch, strengthening our local presence, and making sure we’re connecting with UK consumers in a meaningful way."

That means more than just occupying shelf space. Sacheu is planning activations to bring the brand to life for its UK fans. "We’re excited to activate locally and continue growing our community within the channel," she confirms. "We’ll have a few touchpoints planned to celebrate the launch and engage our UK audience in a more personal way."

Though Cheung stays tight-lipped about upcoming launches, she hints that the brand’s next move will be another category-defining innovation. "We never take for granted that having a cool brand means people will automatically buy everything you make," she says. "We’re extremely intentional with product development, and this year we’ve been working on something truly new for the beauty market - something that hasn’t been seen before. It feels like we’re only just scratching the surface of what Sacheu can do."

That measured confidence is part of what makes Sacheu one of beauty’s most up-and-coming. From filming tutorials in her bedroom to securing shelf space at one of Britain’s biggest beauty retailers, Sarah Cheung’s journey is proof that authenticity, science, and storytelling are still the most powerful ingredients in beauty.

Or, as she puts it: "We’re not here to sell dreams. We’re here to create solutions that last."

@sacheuur welcome♬ Calming and healing Lofi Hiphop(899982) - Oren