What's Happening?
Sacheu, a U.S.-based make-up brand founded by Sarah Cheung in 2021, has experienced a significant surge in popularity this year. The brand's visibility skyrocketed after a TikTok video featuring Kim Kardashian
using Sacheu's Lip Stay-N lipliner went viral on September 29, 2025. This organic exposure, coupled with endorsements from celebrities like Billie Eilish and Sofia Richie Grainge, has led to a 5,000% increase in Google searches for the brand. Cheung expressed her gratitude for the organic celebrity endorsements, highlighting the impact of such exposure on the brand's growth.
Why It's Important?
The rise of Sacheu underscores the power of social media platforms like TikTok in shaping consumer behavior and brand success. The organic promotion by high-profile celebrities can significantly boost a brand's visibility and credibility, leading to increased consumer interest and sales. This trend highlights the shifting dynamics in marketing strategies, where traditional advertising is increasingly supplemented or even replaced by influencer and celebrity endorsements on social media. For the beauty industry, this development suggests a growing importance of digital platforms in reaching and engaging with target audiences.
