What's Happening?
Sacheu, a U.S.-based makeup brand founded by Sarah Cheung in 2021, has experienced a significant surge in popularity in 2025. Despite a challenging year for the beauty industry marked by brand closures
and job cuts, Sacheu has thrived, largely due to organic celebrity endorsements. Notably, the brand's Lip Stay-N lipliner gained widespread attention after being featured in a TikTok video by Kim Kardashian. This exposure led to a 5,000% increase in Google searches for the brand in September. Other celebrities, including Billie Eilish and Sofia Richie Grainge, have also showcased Sacheu products on social media, contributing to its growing success.
Why It's Important?
The rise of Sacheu highlights the power of social media and celebrity influence in the beauty industry. In a year where many brands are struggling, Sacheu's success underscores the potential for smaller brands to achieve significant growth through organic marketing strategies. This trend could encourage other beauty entrepreneurs to focus on building authentic relationships with influencers and leveraging social media platforms to reach wider audiences. The brand's achievements also reflect a shift in consumer preferences towards products endorsed by trusted public figures, which can drive sales and brand recognition.
