SACHEU Beauty

What SACHEU Beauty does

SACHEU Beauty is a US-based, internet-born direct-to-consumer beauty brand founded by Sarah Cheung, specializing in long-wear makeup built on its proprietary patent-pending STAY-N® Technology. The technology is a pigment-staining formulation that absorbs into the skin rather than sitting on top, delivering transfer-resistant, kiss-proof, sweat-proof, food-proof, and pillow-proof wear for 12+ hours without reapplication. The hero product is the peel-off Lip Liner STAY-N®, which per yipit data holds the #1 position in US lip liner dollar sales at the SKU level in 2025, applied in a three-step Set–Peel–Reveal process and infused with skincare ingredients such as Hyaluronic Acid, Vitamin E, Vegan Collagen, and Peptides. The platform has been extended across lips (DoubleDown Lip Definer™, Lip Glaze Elixir), face (Cheek STAY-N®, Contour STAY-N®, Liquid Glow STAY-N®, Lockstep Setting Spray™), eyes (Eyeshadow, Eyeliner, Brow & Freckle STAY-N®), and skin (Hydra-Peel Off Mask, Face and Body Gua Sha, Facial Roller).

The commercial model is a hybrid DTC-plus-major-retail motion. Individual SKUs are priced $12–$20, with bundles and customizable mix-and-match kits at $26–$79 offering 15–27% savings, plus a 10% subscription discount on 30/60/90-day replenishment. Direct channels include sacheu.com (built on Shopify with a Rivo-powered loyalty program, Google Sign-In, and Shop Pay), Amazon, and TikTok Shop. Retail channels include Target and Ulta Beauty in the US, Boots in the UK, and worldwide shipping from the DTC site. Marketing is social-first across Instagram, TikTok, Facebook, and YouTube, with a co-creator community program, earned media in Byrdie, E! News, Hypebae, and Vogue, and a Rivo-powered referral program ($20 per referral).

SACHEU Beauty operates as a privately held, founder-led company with no disclosed parent, institutional investors, or venture funding rounds in the source data. Products are certified vegan and cruelty-free, and the customer base is a long-tail of beauty consumers seeking all-day, life-proof makeup for active lifestyles, with no enterprise or B2B customer concentration. The operating footprint covers the United States and the United Kingdom, with global shipping capability via the DTC storefront.

Name

SACHEU Beauty

Legal name

SACHEU Beauty

Website

https://sacheu.com

Company type

Private

Operating status

Operating

Short description

SACHEU Beauty is a US-based, internet-born direct-to-consumer beauty brand founded by Sarah Cheung, selling long-wear makeup built on its patent-pending STAY-N® pigment-staining technology across lips, face, eyes, and skin via sacheu.com, Amazon, TikTok Shop, Target, Ulta, and Boots UK.

Ownership category

akta.pro rank

Product category

Color Cosmetics

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Lip Makeup (Lipstick, Lip Gloss, Lip Liner, Lip Stain, Lip Balm-Tint) (CRABACAC)

akta.pro secondary industries

Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter) (CRABACAA), Eye Makeup (Eyeshadow, Eyeliner, Mascara, Brow Products, Eye Primer) (CRABACAB), Makeup Primers & Setting (Face/Eye Primer, Setting Spray, Setting Powder, Fixers) (CRABACAE), Makeup Palettes & Sets (Curated Palettes, Gift Sets, Multi-use Kits) (CRABACAF)

Keywords

• Long-wear makeup
• Peel-off lip stain
• Clean color cosmetics
• Direct-to-consumer beauty
• Skincare tools

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Technology or R&D, Personnel

Revenue model

1. Direct Product Sales: SACHEU Beauty generates revenue through direct-to-consumer sales of their cosmetics and skincare products via their e-commerce website (sacheu.com) and through major retail partners including Target, Ulta, Boots, and Amazon. Products are sold as one-time purchases with a subscription option for automatic replenishment.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels7 records

Core offering

SACHEU Beauty sells long-wear color cosmetics and skincare products built on its proprietary patent-pending STAY-N® pigment-staining technology, including peel-off lip liner stains, liquid blush, contour, illuminator, eyeshadow, eyeliner, brow & freckle pens, a setting spray, lip elixir, and select skincare tools such as gua sha and a facial roller. Products are sold individually and as customizable mix-and-match bundles via the brand's DTC website and through major retail partners.

Product overview

SACHEU Beauty is an internet-born direct-to-consumer beauty brand offering a portfolio of long-wear makeup and skincare products. The core offering centers on the proprietary STAY-N® Technology platform, which provides next-generation staining power for a second-skin feel across face, lip, and eye products. The product line includes: Lips (Lip Liner STAY-N® peel-off lip stains, DoubleDown Lip Definer™ 2-in-1 liner/balm, Lip Glaze Elixir 3-in-1 treatments), Face (Cheek STAY-N® liquid blush, Contour STAY-N® liquid contour, Liquid Glow STAY-N® illuminator, Lockstep Setting Spray™), Eyes (Eyeshadow STAY-N®, Eyeliner STAY-N®, Brow & Freckle STAY-N®), and Skin (Hydra-Peel Off Mask, Gua Sha tools, Facial Roller). Products are sold individually and as customizable mix-and-match bundles and kits. The brand emphasizes life-proof, transfer-resistant formulas designed for busy lifestyles.

Differentiator

Problem solved

Functional benefit

Brands

• STAY-N® Technology: Proprietary patent-pending long-wear staining technology used across the brand's product line including lip liners, blush, contour, eyeshadow, and eyeliner products.

Products and services

• Lip Liner STAY-N® Peel-off lip liner stain that provides long-lasting lip color lasting up to 12 hours. Applies with a precision-tip applicator, dries 10-20 minutes, then peels off to reveal smudge-proof color. Infused with Hyaluronic Acid and Vitamin E. Available in 19 shades. Vegan and cruelty-free.
• DoubleDown Lip Definer™ 2-in-1 liner and balm designed to line and fill lips in one swipe, with a deeper-tone precision edge to sculpt and a lighter balm side to fill. Infused with Avocado Oil and Vitamin E. Available in 9 shades with a satin-balm finish.
• Lip Glaze Elixir 3-in-1 balm, oil, and gloss combining lip oil nourishment, balm comfort, and gloss shine. Provides intense hydration with squalane and a non-sticky high-shine finish. Nourishes with Shea Butter, Camellia Japonica Seed Oil, and Vitamin E. Available in 5 shades.
• Cheek STAY-N® All-day liquid blush with ultra-blendable, buildable formula providing a healthy flush with a dewy finish. Sponge applicator ensures precision application. Infused with Vegan Collagen, Hyaluronic Acid, and Peptides. Available in 6 shades.
• Contour STAY-N® All-day liquid contour for effortless sculpting. Infused with Polyglutamic Acid, Squalane, and Peptides for hydration. Lightweight, transfer-resistant formula with a radiant natural satin finish. Available in 6 shades.
• Liquid Glow STAY-N® Long-lasting, buildable liquid illuminator and highlighter. Ultra-blendable formula stays put all day. Infused with Hyaluronic Acid and Squalane. Dual applicator with pump for all-over application and doe-tip for precise glow. Available in 6 shades serving as 3-in-1 Illuminator, Highlighter, and Bronzer.
• Lockstep Setting Spray™ Alcohol-free, non-aerosol ultra-fine mist setting spray that locks in makeup for 16 hours. Infused with Niacinamide and Glycofilm for hydration and protection. Available in Full Size (80ml) and Mini Size (30ml).
• Eyeshadow STAY-N® Long-wear, crease-proof liquid eyeshadow in shimmer and matte finishes. Buildable, pigment-packed formula glides on effortlessly and stays put all day and night without fallout. Doe-foot applicator. Multi-use for eyeshadow and eyeliner. Available in 6 shades.
• Eyeliner STAY-N® All-day eyeliner with 360° applicator for precise application. Quick-dry formula stays in place with no smudging, feathering, or running. Water-resistant. Infused with Myristoyl Pentapeptide-4. Available in 2 shades: Eye'm Sharp (Black) and Eye'm Crisp (Brown).
• Brow & Freckle STAY-N® 2-in-1 long-wear product for brows and freckles. Freckle pen has an ultra-fine precision tip for natural freckle effect; brow side delivers rich pigment for volume and definition with a flexible-hold styling gel. Infused with Myristoyl Pentapeptide-4. Available in 4 shades.
• Hydra-Peel Off Mask Moisture seal mask designed for a skincare routine.
• Face Gua Sha Stainless steel facial gua sha tool for face sculpting and massage.
• Body Gua Sha Stainless steel body gua sha tool for body massage and sculpting.
• Facial Roller Stainless steel facial roller for skincare routine.
• DoubleDown Lip Definer™ TRIO Bundle of three DoubleDown Lip Definers in customizable shade combinations for line-and-fill lip looks.
• STAY-N® Essentials Bundle Bundle of bestselling Sacheu products featuring Cheek STAY-N®, Contour STAY-N®, and Liquid Glow STAY-N®.
• STAY-N® Chic Bundle Assorted bestseller set combining face and lip essentials.
• MIX + MATCH SCULPT & BLUSH KIT Customizable Blush + Contour kit combining Cheek STAY-N® and Contour STAY-N® in customer-selected shade pairings.
• MIX + MATCH EYE-CONS TRIO Customizable eye 3-pack kit featuring Brow & Freckle STAY-N®, Eyeliner STAY-N®, and Eyeshadow STAY-N® in customer-selected combinations.
• MIX + MATCH SOFT GLOW TRIO Personalized Blush + Contour + Glow kit combining Cheek STAY-N®, Contour STAY-N®, and Liquid Glow STAY-N®.
• Lip Liner Stay-N® Bestseller Bundle Bundle of top 3 bestselling Lip Liner STAY-N® shades: MUAH-ve, p-INKED, and HEY-zel.
• Cheek & Lip STAY-N® TRIO Kit combining Cheek STAY-N®, Lip Liner STAY-N®, and Lip Glaze Elixir in curated shade combinations like Doll Face Bundle.
• SARAH'S ALL DAY GLAM SET Founder-curated set of favorite Cheek, Lip Liner, Eyeliner, Lip Elixir, and Eyeshadow STAY-N® shades.
• MIX + MATCH LINE & SHINE KIT Personalized Lipliner + Lip Glaze Elixir kit combining Lip Liner STAY-N® with Lip Glaze Elixir.
• Lip Liner STAY-N® + DoubleDown Lip Definer™ Duo All-day lip combo pairing Lip Liner STAY-N® with DoubleDown Lip Definer™.
• EYE-conic DUOs Customizable eyeshadow duo kit with shade pairings for coordinated eye looks.
• Cheek STAY-N® Duo Pre-paired cheek blush duo in customizable shade combinations.

Quantifiable outcome

• #1 Lip Liner brand in the US by sales revenue (2025)

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature1 record

Partnerships

Five partnerships are on record, tiered core and minor.

• TargetcoreChannel Partner/ Reseller/ DistributorTarget serves as a major retail distribution partner for SACHEU Beauty products in the United States, with products available in Target stores nationwide and through Target.com. This partnership provides SACHEU with access to mass-market consumers and physical retail presence.
• Ulta BeautycoreChannel Partner/ Reseller/ DistributorUlta Beauty is a key retail partner for SACHEU Beauty, positioning products within the specialty beauty retail channel. The partnership provides premium placement in Ulta's physical stores and online marketplace, reaching beauty enthusiasts seeking quality long-wear makeup.
• BootsminorChannel Partner/ Reseller/ DistributorBoots is a UK-based health and beauty retail partner providing SACHEU Beauty with access to the British consumer market through Boots stores and Boots.com.
• AmazoncoreChannel Partner/ Reseller/ DistributorAmazon serves as a global e-commerce distribution partner for SACHEU Beauty, enabling international reach and providing a trusted marketplace for online beauty product purchases.
• TikTok ShopminorChannel Partner/ Reseller/ DistributorTikTok Shop partnership enables social commerce, allowing SACHEU Beauty products to be purchased directly within the TikTok app, leveraging viral product content and creator-driven sales.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Tower 28 Beauty: Clean, sensitive-skin-friendly color cosmetics brand with hero lip and cheek products distributed through Sephora and DTC. Comparable on indie positioning, hypoallergenic/clean claims, and viral long-wear lip and complexion launches.
• Kosas: Clean, skincare-infused color cosmetics brand with strong long-wear claim positioning across lip, cheek, and complexion. Comparable on formula philosophy (skincare actives in color), indie-DTC roots, and Sephora/Ulta distribution.
• Rare Beauty: Selena Gomez's celebrity-founded color and complexion brand with strong long-wear cheek and lip SKUs at Sephora. Comparable on founder-led identity, social-first marketing, and broad long-wear color portfolio — operates at meaningfully larger scale.
• rhode: Hailey Bieber's skincare-meets-makeup brand built around a hero Peptide Lip Treatment and a tightly curated long-wear color range. Highly comparable as a founder-led, social-native, indie brand with skincare-infused lip and complexion SKUs targeting the same on-the-go consumer.
• Merit Beauty: Minimalist, ingredient-forward color cosmetics brand sold DTC and through Sephora. Directly comparable on long-wear cheek, lip, and complexion positioning, similar price band ($18–$30), and clean/infused formulation strategy.

Broad incumbents

• Maybelline New York: Mass-market color cosmetics giant with leading US lip liner share historically and presence across Target, Ulta, and Amazon. Most directly comparable on lip liner category positioning, mass-pricing overlap, and shared retail doors, though at vastly larger scale.
• Charlotte Tilbury: Global prestige color cosmetics brand with a flagship Pillow Talk lip liner franchise and broad retail footprint. Most directly comparable in the lip liner category where SACHEU is #1, but Charlotte Tilbury operates at significantly larger scale and premium price points.
• Glossier: Iconic DTC-first beauty brand spanning skin, lip, and cheek. Comparable on direct-to-consumer origins and social-led brand-building, but operates at materially larger scale with a broader portfolio beyond long-wear color.

Emerging players

• Half Magic Beauty: Indie, drag-culture-rooted color cosmetics brand with playful long-wear lip and eye products. Comparable on indie-DTC model, vibrant positioning, and viral social-driven launches; smaller catalog and earlier stage than SACHEU.
• About-Face: Founder-led, expressive color cosmetics brand with long-wear lip and eye products. Comparable on indie-DTC roots, founder-driven social content, and youthful long-wear positioning, though smaller scale and narrower distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@sacheubeauty
• Facebookfacebook.com/groups/925670812354423
• Instagraminstagram.com/sacheubeauty
• TikToktiktok.com/@sacheubeautyusa

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SACHEU Beauty