If you don’t already recognize her for her brand’s viral lip liner, you might recognize Sarah Cheung as a short-form beauty content pioneer. Five years ago, she founded her own beauty brand, Sacheu, with the launch of two stainless steel skin care tools, a facial roller and a gua sha. At the end of 2025, Cheung was named to Forbes’ 30 Under 30 list in retail and e-commerce. The brow tint worked surprisingly well as a lip liner, but brow tints aren’t meant to be used as lip products and can cause dryness or skin sensitivity. As a self-described “product nerd,” Cheung saw an opportunity, and Sacheu’s “lip liner stay-n” was born.

Source: Forbes February 05, 2026 15:05 UTC