This week, we’re joined by Sarah Cheung: beauty content creator turned founder of the viral brand Sacheu Beauty. You’ve probably seen (or worn) her game-changing Lip Liner STAY-N (Billie Eilish, Kirbie, and Sara are all fans!) which sells every six seconds and has redefined what it means for makeup to actually last.

We chat with Sarah about the journey from filming beauty tutorials to formulating hit products, what inspired her leap into entrepreneurship, and how she built a loyal community in a crowded market. She shares the story behind Lip STAY-N, how personal frustration sparked innovation, and what makes Sacheu’s formulas truly innovative. 

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