Launch Date: September 2021
Geography: Los Angeles, CA, US
Founders:
Executive Team:
Advisor: Ashley Aron, Advisor, former CMO Supergoop! and Sun Bum
2026 Full Year Projected Revenue: $100M - $125M
Primary Category: Makeup
Other Category: Skincare
Funding: Private Equity
In January 2025, Gloss Ventures the parent company of Sacheu and Glossmetics, landed $15 million in Series A funding from Peterson Partners.
Primary Distribution Channel: Mass
Other Distribution Channels:
Key Retail Partners:
Key Markets:
2026 Projected Offline Distribution Points: 3,350
Best-known for reinventing the lip liner with the category-defining Peel-Off Lip Liner STAY-N, we see Sacheu as a brand where performance and innovation actually meet: smudge-proof, life-proof products that last all day. Our mission is simple: Make makeup you only have to put on once.
Insights: Sarah Cheung, Co-Founder + Chief Creative Officer
Why now and why you?
I launched Sacheu at a moment when beauty was saturated with sameness; people craved differentiation. I also come from a creator background, so I saw firsthand what people were frustrated with: makeup that moved, smudged, or demanded constant upkeep. I built Sacheu to answer that gap with real innovation and creator-driven product testing.
What fuels your competitive advantage?
Product innovation is absolutely critical: If it isn’t new, better, or smarter, we don’t make it. We find that when you have a product that is truly new and exciting, the popularity will follow organically.
What’s your proudest accomplishment to date?
I’m very proud that we built a cult-favorite brand from scratch. From Gen Z to moms to celebrities like Kim Kardashian and Billie Eilish, we have received over 5 billion impressions on TikTok. We have transformed a niche innovation into a mainstream category.
What is the one thing you wish someone had told you?
I wish someone had told me the tremendous faith and emotional endurance it requires to build a brand. It’s so important to stay committed to your vision, especially when things feel uncertain.
What would you tell your past self before starting this journey?
Trust your instincts! Ideas that may be “too different” are absolutely worth fighting for if you believe in them.
What does success look like in the next 3-5 years?
Success to us means pushing the boundaries of product innovation while building a brand with true staying power. I want Sacheu to become a legacy beauty brand—one that transcends trends and that impacts the lives of our core community with products that are better-performing, user-friendly, and earn a permanent place in people’s daily routines.
What's one industry trend that is overhyped, and what's being overlooked?
Overhyped: Trend-driven drops that create a cycle of disposable launches that don’t serve beauty consumers long term.
Overlooked: What’s being overlooked is the power of creating products so effective that they become part of someone’s routine for years, not days. Consumers are craving innovation, formulas that last, tools that work, and products that simplify rather than overwhelm.
How do you think the industry needs to evolve?
The industry needs fewer drops just for drops-sake and more breakthroughs. We should prioritize differentiation, performance, and intuitive design.
If you could wave a magic wand, what one wish would you make for your business?
I’d wish for an unlimited R&D budget and performance on a global scale, without ever compromising the creativity or performance that define the brand.