This profile is part of the Glossy Pop Guide to Influencer-Founded Brands, covering the fashion, beauty and wellness companies started by people who built their careers on social media. More from the series →
Sarah Cheung’s brutal honesty transformed her YouTube hobby into a career. Her viral 2018 Valentine’s Day makeup tutorial video received 1.6 million views and boosted her following. In 2020, Cheung created her skin care brand, Sacheu Beauty, with the philosophy of “skin barrier first, actives second.” Combatting skin care trends that are harmful to the skin barrier, Sacheu Beauty products are meant nurture the instead of strip. Cheung incorporated elements of her Chinese heritage into Sacheu, including its signature gua sha and face roller tools.
Platforms: YouTube, Instagram, TikTok
Why did you decide to bring a brand into this crowded marketplace?
Even though there are many skincare brands on the market, I could not find a face roller made out of a non-porous and sustainable material. I remember wishing this upgraded version of my facial roller existed so I could include it in my skincare routine. So when the opportunity came to create a product I knew immediately what I wanted to create!
What makes the brand different?
Sacheu Beauty’s difference is hygienic tools and barrier-loving formulas inspired by K/J/C-beauty textures and techniques. We started by innovating skincare tools to be 100% recycled stainless steel for a luxuriously weighted experience that is more hygienic than traditional jade or quartz and more eco-friendly. To complement our skincare tools, we created a fragrance and alcohol-free skincare range with one clear goal; skin barrier first, actives second. Meaning, that all of our products prioritize overall skin health and targeted solutions that work with the barrier without over-sensitizing it. Our no-nonsense approach to formulation prioritizes gentleness and efficacy.
Fun fact to know:
I was 4 years old when I used a face roller for the first time! It was passed down from my grandmother and I’m glad we’re able to improve on a tool passed down by my family.
Best seller:
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