Sacheu Beauty: From Viral Lip Liner to Makeup for Your Whole Face
Courtesy of Sacheu BeautyThe products featured in this article are from brands available in NBCUniversal Checkout. E! makes a commission on purchases.
After nearly 10 years of content creation, Sarah Cheung has gone from YouTuber to full-blown beauty mogul. Her brand, Sacheu Beauty, continues to release innovative formulas that social media can’t get enough of.
I’m talking totally viral lip, cheek, and contour stains that have dominated the TikTok beauty algorithm since they launched. Seriously, we can't seem to scroll three videos without someone raving about the staying power and versatility of Sacheu products.
So, where does Sarah get all of her brilliant ideas?
“I always knew that if I had the opportunity, I really wanna make something better and problem solve for women," she said.
“I spent so much time reviewing products, and some of my reviews are more on the critical side. I’ve always been very honest and transparent about liking or disliking a product. Because of that experience trying new launches, I had so many ideas—like, if we just fix this one thing about this [other] product, it would be perfect,” she tells E!
And problem solving is exactly what Sacheu Beauty has done.
Take its peel-off lip liner stain, the brand’s first viral product. The idea came to Sarah after she posted a video on TikTok showing her using an eyebrow stain as a lip liner because it’s more long-lasting than traditional lip liners.
The video garnered about a million views in just 24 hours.
That’s a theme in Sarah’s creative process, finding common pain points and creating solutions.
“When people started putting the lip liner stains on their cheeks, we knew, okay, we need a long-lasting cheek stain, we need a long-lasting contour stain, and that is really important to us to make sure we’re solving problems for people, whether it goes viral or not,” says Sarah.
Since speaking to the founder, Sacheu Beauty has introduced three new products: liquid eyeshadow, eyeliner, and a brow and freckle stain.
And there are no plans to stop anytime soon.
“Before the end of the year, people will be able to do a full makeup routine with Sacheu products,” Sarah shared.
For now, though, you can shop all of the brand’s TikTok-loved products below and see what the hype is all about. Trust me, you won’t be disappointed.
Discover the magic of Sacheu Beauty products and get exclusive application tips from Sarah below.
I've been using this TikTok-viral lip stain consistently ever since I got it and it's totally worth the hype.
Because it's a stain, the product boasts a barely-there feel, perfect for those who don't love a heavy product. And unlike lip pencils, this one fades away gradually without looking unnatural.
Available Colors: 7
Sarah's Tip: "The number one tip I have is to always, always apply on clean, dry skin. Don’t apply a lip balm and then put the lip liner on. I’ve seen so many people do that and it changes the formula and it doesn’t actually adhere to your skin. That kind of defeats the purpose."
This ultra-hydrating lippie is a cross between a balm, an oil, and a gloss — and really, what more could you want?
Made with shea butter and vitamin E, it delivers long-lasting moisture and a glass-like shine.
One of Sacheu's latest drops is this liquid illuminator, which you can wear beneath or on top of makeup.
I recommend applying it to the high points of your face before going in with base products for a strategically placed glow.
Available Colors: 6
Sarah's Tip: "You can actually mix this product with our other products like skin body and make an illuminating body oil with it. I really love playing around with beauty products so I wanna make sure there’s multiple purposes. It has a pump applicator and doe-foot applicator, so you can apply it just in specific spots on your face or you can mix it in with your blush, contour, or foundation to add illumination."
Sculpt and define your cheekbones, nose, and jawline with this easy-to-use contour stain.
Boasting a satin finish, it has a lightweight feel and is transfer-resistant.
Senior commerce editor Lily Rose is a big fan. "I wear the lightest shade and it's the perfect cool tone for my fair skin. It never looks muddy or gray. Plus it belnds like a dream," she says.
Available Colors: 6
Sarah's Tip: "For the cheek and contour stain, it’s great to apply it either on top of or underneath powder. So even if you powder your whole face first, we made sure it still looks beautiful either way, giving you versatility in how you apply it."
These cheek stains have been a huge hit at the E! office ever since they dropped.
Buildable and blendable, these stains provide a dewy summer flush that actually lasts.
This duo is a must if you want sculpt and depuff your face.
The set includes a 100% stainless steel gua sha and a rich oil serum that provides the perfect slick needed to use the tool.
More of a facial roller girl? Sacheu's got that too!
This dual-ended one is made from the same cooling, durable stainless steel as the brand's gua sha.
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