Lip Liner STAY‑N and the Rise of Sacheu: Sarah Cheung’s Founder Story

Summary

Gloss Angeles: Lip Liner STAY‑N and the Rise of Sachou: Sarah Cheung’s Founder Story

Episode Release Date: July 25, 2025
Hosts: Kirbie Johnson and Sara Tan
Guest: Sarah Chung, Founder of Sachou Beauty

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1. Introduction

In this engaging episode of Gloss Angeles, co-hosts Kirbie Johnson and Sara Tan welcome Sarah Chung, the innovative founder of Sachou Beauty. The discussion centers around Sachou’s flagship product, the lip liner stain STAY‑N, its groundbreaking formulations, and the brand’s impressive rise in the beauty industry.

2. Sarah Chung’s Journey to Los Angeles

Sarah Chung shares her recent move from Toronto to Los Angeles in November, expressing her excitement about the transition. She highlights how escaping the harsh Canadian winters has been a positive change for her.

"It's been amazing. I skipped the entire Canadian winter, so not much to complain about." (01:51)

3. Must-Have Beauty Products

When asked about her top five beauty essentials, Sarah confidently includes Sachou’s lip liner stain as a daily must-have. She also mentions other favorites like Pat McGrath Foundation, Pat McGrath’s one size powder, Dragon Beauty’s brightening powder, and LA Girl's brow pencil.

"I have to wear that every day. Even on days when I'm not wearing makeup." (02:14)

4. Transition from Content Creator to Founder

Sarah recounts her motivation to transition from a beauty content creator to launching her own brand. Driven by her desire to make women feel beautiful and simplify their beauty routines, she sought to create products that deliver real results without excessive marketing fluff.

"I really wanted to just post more content, help women with their makeup... creating product because that's kind of the natural next step." (05:52)

5. Development of the Lip Liner Stain STAY‑N

The conversation delves into the accidental discovery that led to the creation of STAY‑N. Sarah explains how experimenting with Maybelline’s brow tint inspired her to develop a long-lasting lip liner that genuinely adheres to the lips without drying them out.

"I was just testing around the products I had on hand... it actually worked." (08:17)

6. Unique Formulation and Applicator Design

Sarah highlights the meticulous process of balancing adherence and hydration in the STAY‑N formula, incorporating hyaluronic acid and vitamin E. She emphasizes the importance of the doe-foot applicator for precise application, which prevents patchiness common with brush tips.

"We wanted a perfect balance between adherence of the color and how drying it is." (09:40)

7. Scaling the Brand and Entering Ulta

Sachou Beauty’s rapid growth led to breaking Ulta’s notify-me email limits. Sarah discusses securing private equity funding to scale operations and meet the soaring demand across platforms like Amazon, TikTok Shop, and Ulta’s 700 locations.

"We are now at a really comfortable position to meet all that demand." (16:17)

8. Celebrity Endorsements and Viral Success

The episode touches on pivotal moments when celebrities like Billie Eilish and Doja Cat featured STAY‑N, significantly boosting the brand’s visibility. Sarah shares the excitement of seeing her product organically promoted by such influential figures.

"It's so crazy. You never know who's watching your brand content." (15:38)

9. Community Building and Customer Engagement

Sarah attributes Sachou’s loyal community to her active engagement on social media and genuine responsiveness to customer feedback. The brand continuously evolves by listening to its users, which strengthens trust and fosters a dedicated fan base.

"We are always in the comments. We check the comments... we create those products for them." (20:27)

10. Expanding Product Lines Beyond Lips

Building on the success of STAY‑N, Sachou Beauty has ventured into other areas like eyeshadow stains, cheek and contour stains, and liquid glow stains. These products maintain the same principles of longevity and versatility, catering to diverse makeup needs.

"All of our stain formulas are film-forming... oilproof, waterproof." (17:00)

11. Usage Tips and Recommendations

Sarah provides valuable tips for new users, emphasizing the importance of applying the lip liner stain on clean, dry lips to ensure proper adherence. She also advises against layering with lip balm to prevent formula interference.

"Do not apply it on top of lip balm. Make sure your lips are completely dry and clean." (28:16)

12. Overcoming Challenges and Future Plans

Navigating business challenges without a formal background, Sarah reflects on the ongoing learning process and the importance of strategic marketing. With fresh capital from private equity funding, Sachou Beauty is poised for further expansion and innovation.

"I am just taking it day by day. There's always challenges, but I'm just learning." (21:24)

13. Conclusion and Where to Buy

The episode wraps up with Sarah sharing where listeners can purchase Sachou Beauty products, including Ulta, the company website, Amazon, Poosh, and Boots in the UK.

"We are now available at Ulta at 700 locations... available on Sachi.com." (30:00)

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Notable Quotes:

• “I have to wear that every day. Even on days when I'm not wearing makeup.” – Sarah Chung (02:14)
• “It's so crazy. You never know who's watching your brand content.” – Sarah Chung (15:38)
• “Do not apply it on top of lip balm. Make sure your lips are completely dry and clean.” – Sarah Chung (28:16)

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Where to Buy Sachou Beauty:

• In Stores: Ulta Beauty (700 locations), Boots (UK)
• Online: Sachu.com, Amazon, Poosh, TikTok Shop

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This episode offers an insightful look into Sarah Chung's entrepreneurial journey, innovative product development, and the factors contributing to Sachou Beauty’s success. Whether you're a beauty enthusiast or aspiring entrepreneur, Sarah's story provides valuable lessons on creating products that resonate with consumers and building a community-driven brand.

Transcript

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[Sarah Chung]

Glam Los Angeles.

[Kirby]

Hi, Kirby.

[Sarah]

Hi, Sarah. Welcome to Los Angeles Glams. If you've been listening for the past year, there is a brand that I keep bringing up. Sarah is also a big fan of, but I named this our mid year brand of the year. Okay. And it just so happened that we were able to get the founder on and we're so, so excited. I can't wait to pick her brain. Sarah Chung of Sachou Beauty. Okay, so you guys know Sachu as the viral game changing lip liner stain. It has redefined long lasting makeup with its staining technology. It's known for makeup that you can set and forget. So not just the lip liner, but a variety of other products as well. And. And one is sold every six seconds, which is bonkers. We're also gonna talk to her a little bit about entering Ulta and a few other really cool stats that she told us before we got started.

[Kirby]

Amazing.

[Sarah]

But now Statue Beauty continues to push beauty boundaries with cutting edge formulations designed to stain all day. So welcome to Gloss Angeles. Sarah. Hi.

[Sarah Chung]

Thank you for having me on.

[Kirby]

We are thrilled and welcome to Los Angeles. You just moved here recently?

[Sarah Chung]

Yes, yes, in November.

[Sarah]

Where from?

[Sarah Chung]

From Toronto. Okay.

[Sarah]

Do you love it? Is it an adjustment?

[Sarah Chung]

It's been amazing. I mean, I skipped the entire Canadian winter, so not much to complain about.

[Sarah]

You made it work.

[Kirby]

Yeah. You moved at the right time.

[Sarah]

Yeah. So before we get into all of the fun details about you and your brand, we wanna know what's on your face. What are five products that you cannot live without? We know statue will be a part of it, but what are you really loving and wearing?

[Sarah Chung]

Okay, so of course the lip liner stain, this is not gonna be in the fives just so I can shout out five other products. But the lip liner stain, obviously. Cause I have to wear that every day. Even on days when I'm not wearing makeup, I have the shade nude on because I just need it. But in my makeup bag, one foundation I've really been loving is the Pat McGrath Foundation. I think she just Understands complexion really well. And the liquid formula, like I love the texture of it because it blends really well but then it also stays on a lot. Well, longevity matters a lot to me. So I really love the Pat McGrath foundation and the one size powder that is my all time favorite powder. It is so good. I cannot rave enough about it. And it also erases texture. It's like a filter on your face. So I love it. Another product, and this might be a deep cut because I don't think it's still. I don't think you can buy it anymore. But it's by Dragon Beauty by Nikita Dragun. You know the, the brightening powder, There's a pink one and a yellow one.

[Sarah]

Yep.

[Sarah Chung]

Have you seen it?

[Sarah]

Yes.

[Sarah Chung]

Yeah. So that is a brightening powder that I love and it erases texture really well and yeah, I just love using it. It just gives you that glow.

[Kirby]

Is that brand still around?

[Sarah]

No, I don't think so. I don't think you can buy it anymore.

[Sarah Chung]

I know. I am so close to hitting pan and I don't know what I'm going to do.

[Sarah]

Nikita Aging Nikita.

[Sarah Chung]

Yeah, the LA Girl brow pencil. I think it's called the Shady Slim brow or something. I use it in the color soft brown and I have been since I was in college. So it's just the best affordable brow pencil.

[Kirby]

Oh, we love a drugstore find.

[Sarah Chung]

Yeah.

[Kirby]

Yeah.

[Sarah Chung]

Really love it. I feel like now that Sachu has expanded to so many categories. Yeah.

[Sarah]

You're like, I wear a lot of my own.

[Sarah Chung]

Yeah. What else do you think?

[Kirby]

Anything hair related?

[Sarah Chung]

Oh yes. If it's beauty in general. There are so many. I love Color Wow's Dream coat. I mean my hair gets so frizzy.

[Kirby]

Speaking our language.

[Sarah Chung]

I love Dream coat. I also use K18 a lot.

[Sarah]

K18 girls. So you're one of us.

[Sarah Chung]

Yes.

[Sarah]

I feel you deeply on this. I love your hair color, by the way. Oh, thank you.

[Sarah Chung]

I did it myself.

[Kirby]

You did it yourself?

[Sarah Chung]

No way. How? Just grabbing a bunch of stuff from Sally's. What? Oh my God.

[Kirby]

If I did that, I would literally be orange.

[Sarah Chung]

I would be so orange.

[Kirby]

Have you been dyeing your hair yourself for a long time?

[Sarah Chung]

Well, I have since I moved here. I haven't found a hairstylist, well, a hair colorist yet. So I've just been doing it myself and it's been working out, so.

[Sarah]

It is working out. But we have some recs for you too.

[Sarah Chung]

Okay. Okay.

[Sarah]

Should you. Yes.

[Sarah Chung]

Send them my way when.

[Sarah]

When the time comes?

[Sarah Chung]

Yes, please.

[Sarah]

Amazing. Thank you for those. I. I am literally such a stunning, beautiful woman. A walking billboard for your products. I was going to ask you what's on your eyes.

[Sarah Chung]

So on my eyes, it's our newest launch. It's our eyeshadow stain in the shade 02 and and 01. Okay, so that's my favorite combo. Cause 02 is like a really beautiful neutral brown that works with basically any complexion. And 01 is a light little glitter and it just makes your eyes pop. So I love layering those two.

[Kirby]

So do you have to, like, work quickly with it since it's like, meant to last?

[Sarah Chung]

Yes, yes. And we can talk more about the formulations later. But yeah, that's something that we do with every single one of our stain formulas. We wanna make sure there's blendability and longevity. So there's a kind of time period where you got to blend it. And then once it's blended and it's there, it sets and it stays on all day.

[Kirby]

I need. I need it all. Okay, so obviously you are like such an expert in beauty. You're just doing your own hair at home. You started out as a beauty content creator. So what inspired you to take the leap from content creator to beauty founder?

[Sarah Chung]

Well, the whole reason I got into beauty content creation in the first place is I'm really obsessed with making women feel beautiful. Cause I didn't grow up the cutest. I always got teased for my looks and my weight. And I remember when I purchased my first eyeliner and put it on, how transformative that felt. So I really wanted to just post more content, help women with their makeup, whether it's product recommendations or tips and tricks. And I think that passion extended into creating product because that's kind of the natural next step to really make products that work. And it's cuts through the marketing and it's no nonsense and actually makes women's routines easier. So that's what that was the inspiration behind starting a brand.

[Sarah]

So then you decide to start with what, the lip liner stain. How did this even come come to fruition?

[Sarah Chung]

Yeah, so we actually launched with skincare first. So our first ever product was the stainless steel Gua Sha and roller. And I was making a lot of skin skincare content at the time. Everyone was, you know, it was during COVID Everyone was at home invested in skincare. And the Jade Gua Sha was getting really, really popular. And the way that people are using it and manufacturing it was kind of odd. It was always jade and rose quartz, which are porous materials. And the way people are advertising. It is so divorced from the actual mechanism. It's almost like marketed as this mythical, like, oh, it's a ancient stone, and it has healing powers when really the mechanism is lymphatic drainage. It's manipulating stagnant fluid from your face and also the cooling mechanism of these tools. So this can be easily. This problem can be easily solved with stainless steel. So that was our first launch, and I think that resonated with a lot of people, because whether it's skincare or makeup, we were. We're just all about solving problems in makeup and skincare. So a lot of people loved it. And that was our first product. And then we slowly expanded into color cosmetics three years ago.

[Sarah]

What was the first color cosmetic?

[Sarah Chung]

The lip liner stain.

[Sarah]

Okay. So, I mean, truly, this is an incredible product and I really think changed the game. I think we're now seeing so many staining products, and we're also seeing so many OG stains be recommercialized now because of the success of the lip liner stain. How did you decide on the mechanism at all of the peeling off, like the formula? Yeah. So smart.

[Sarah Chung]

Yeah. So it was actually a happy accident. So I was using or I was purchasing so many lip liners that claim to be long wear, and they weren't actually long wear. As soon as I eat a burger, it's off. So I was just playing around with my makeup and like I do, I was just testing around the products I had on hand, and I had this Maybelline brow tint, and I put it on my lips and it actually worked. So I made a TikTok about it, and within 24 hours, it had a million views.

[Sarah]

So Maybelline's like, thank you.

[Sarah Chung]

And then I realized that this is a problem that a lot of people resonate with. The long wear of lip liners is just not there on the market. So we got to work. We created a lip formula specifically as a peel off lip liner, and it just went viral immediately. We only launched three shades when we first launched, and it was, of course, a bit of a risk because it never existed before. And it's our first color cosmetic product. So I'm just really humbled by how many people love it and how viral it got.

[Kirby]

I love how, you know, Kirby and I, obviously, we've been in the beauty industry for a really long time. We've tried so many of these, you know, your competitors, and most of the time it's like, very drying. But something about yours it does not. It's like, it's not I don't want to say it's hydrating, but it does not dry my lips out the way that others do.

[Sarah Chung]

What?

[Kirby]

How did you do that?

[Sarah Chung]

Yeah, so there's hyaluronic acid and vitamin E in the formula. And we also. We've tested so many different formulas, and there are ones that are too sticky. There are ones that are just too drying. And we really wanted a perfect, you know, balance between adherence of the color and how drying it is, because you can't have something that's super emollient but still makes the color adhere. So it took a lot of samples and a lot of testing, but I think we nailed it.

[Sarah]

Yeah, I think you did too. And it kind of. When we go back to the mechanism of peeling it off, how did that become a factor in the. The development? Like, was that just for fun? Yeah, I want to get in the weeds. Like, I mean, because you could have. You could have just done, like, a normal stain. But I think, like, the peeling off is so visual. So it really does. Like, I know that that's statue when I see somebody peel it off. Right?

[Sarah Chung]

Yeah.

[Sarah]

So that's one element. But then also, is there. Is it almost like, does it help the hyaluronic acid and the vitamin E with that peeling element?

[Sarah Chung]

Yeah. So of course, it was inspired by the brow peel off. But the actual mechanism of it, the ingredient that creates a peel off of is polyvinyl alcohol. And the reason why it helps adherence with color is because it forms a film on top of the pigment so that it has time to really sink into your skin before you peel it off. And you can wear it all day. So it really helps with the longevity of the color. And it helps too. Like, when you're doing your makeup, you can apply as the first thing. Ten minutes later, your makeup is done, you peel it off, you're good to go.

[Sarah]

You know, it's really changed how I do my routine. Do you know Katie? Jane Hughes?

[Sarah Chung]

Yes.

[Sarah]

So Katie, I love her. Cause she gives so much amazing makeup advice. But she said, do your brows and your lips first, and then it may change how you do the rest of your makeup. And I was like, that's genius. And so I was doing my statue and then doing my brows, and I feel like it's really changed, like, how I see my face and even how much foundation I'm putting on. Have you gotten responses like that from people that use statue?

[Sarah Chung]

Yeah, yeah. I mean, I changed my routine as well. Cause I usually do lip last, and now I do my lips first. And Then it really helps me visualize and balance my facial features, because now that I have some color on my lip and I have my eyes done already, it just helps me not put too much foundation on when I really don't need it. And, yeah, I really love that you can highlight your features first before going into complexion. Yeah.

[Kirby]

Can we. Okay. Obviously, we're obsessed. Can we talk about the applicator? Because we have talked about this on previous episodes, how it's like. I don't know if you intended. You probably did, but it just is perfect.

[Sarah]

The flat.

[Kirby]

The flat side to create that perfect line.

[Sarah Chung]

Yes. We have tested out a lot of applicators. We've tried brush tips. We've tried doe foot, a fatter doe foot and a thinner doe foot. And I really wanted the doe foot to have a thinner end so that you can do a very precise line around the lip. And the problem, A lot of people actually requested a brush tip, but the problem with that is because the vinyl polyvinyl alcohol, it makes the formula congeal. So sometimes it gets clumped into the brush tip and makes the application really patchy. So the doe foot applicator we found is the best for a smooth line for the lips.

[Sarah]

I love wearing it all over my lip, too. I mean, I love. Sometimes I'll start with liner, and then I'm like, just fill in. Because it really does last all day long and it looks so natural. I think that's like another part that I really gravitate towards where I'm losing pigment in my lips, like around the perimeter. And when I put this on, I'm like, oh, my lips are back. Like, I don't have to over line, per se.

[Sarah Chung]

Yeah. Yeah, me too. I mean, I used to get lip filler all the time. Ever since we launched the lip liner stain, I had it all dissolved because.

[Sarah]

I don't need it anymore.

[Sarah Chung]

Oh, my gosh.

[Sarah]

Good for you.

[Sarah Chung]

Yeah.

[Sarah]

Because you're like, I found a job.

[Kirby]

Yeah.

[Sarah]

That's amazing. Okay, so obviously the lip stain has taken the Internet by storm. You mentioned that you broke Ulta's notify me option.

[Sarah Chung]

Yes. Notify when in stock. Email sign up. We didn't know there was a limit, but we hit the limit, and that's never happened before.

[Sarah]

Good for you.

[Kirby]

It's literally never in stock. When I go in to try to get it, it's always gone.

[Sarah]

I always found it in the ultas that I would go to in the beauty on the go or, like, the impulse spins. Yeah. Is that what it's Called Impulse Spins.

[Kirby]

Yeah, it's really cute.

[Sarah]

Definitely Impulse Spins for me. I'm, like, grabbing boxes of them. But also, you're fully in Ulta now. Like, you have, like an entire display.

[Sarah Chung]

Yeah, we finally have a full display. And every time we get this feedback all the time from our community. They're like, we don't know where the hell it is at Ulta. We can't find it. There's no designated spot for it. And now it's so much easier for people just to just see, like, the full lineup. We have two shelves of just lip products. And yeah, it's right there. And there's like a giant lip liner on the side of the end cap, so you can't miss it.

[Sarah]

It's so, so cute. I can't wait to go check it out myself.

[Kirby]

So Billie Eilish, I feel like she really put this product on the map. Where were you when you found out that she was talking about your product? And then was your phone just, like, blowing up?

[Sarah Chung]

Yes. So it was two days before Christmas. I was at home, and I think it was my manager who texted me the TikTok. And I could not believe it when I was watching it. Not only did she put it on, peel it off, show the product, and she also showed her during the concert and after the concert and how it stayed on. Like, we could not ask for a better ad. And we had no idea she even had it. We didn't send her any pr. We didn't know that she bought it herself. So it was a huge Christmas surprise and everyone on the team were just absolutely ecstatic about it.

[Sarah]

I remember. Cause it was around her birthday.

[Sarah Chung]

Yeah.

[Sarah]

And she was just doing it before her concert. I think she said she bought it off of TikTok. Like, I think she said that, which is so crazy. Like, this has completely just. It probably changed your business for the better.

[Sarah Chung]

Yeah. It's so crazy. You never know who's watching your brand content. And I did not know that Billie found us on TikTok. Even Doja Cat, she said that she bought the lip liner stain from TikTok too.

[Sarah]

Wow.

[Sarah Chung]

Yeah. And her favorite shade is pink, she says. She said she wears it every single day.

[Sarah]

That is amazing. Also, I mean, I feel like listeners, glams, you're probably like, oh, my God, y' all are gushing over Sarah. But, like, we are such big fans of you. I think that you've created something really special. Beauty matter just did a data analysis of the top brands on Amazon for Q1 and Q2 and statues in there with some of these huge conglomerates, which is so crazy. How do you anticipate like demand on this level? As you know, you're still an independent.

[Kirby]

Brand and you're an Amazon, Ulta and TikTok shop.

[Sarah Chung]

Yes, I think we were very careful with scaling too quickly. And in December we finalized our first private equity funding. So now we have more capital to expand and really just build the infrastructure required to meet that demand. Because we are. The demand is going crazy. So I think we're now at a really comfortable position to meet all that demand.

[Sarah]

Okay, so now let's get into the other products because there's more than just the lip stain. Okay, how did you decide that you wanted to go in this direction? And how difficult was it to develop something outside of a lip that was a staining feature?

[Sarah Chung]

Well, we knew that longevity was something that people really appreciated about the lip liner stain. So we wanted to extend that into every product category. And it was a little bit trickier because. Well, first of all, we knew that there was a demand for it because people kept putting the lip liner stain on their cheeks, on their nose, on their eyes, everywhere. So we were like, okay, we gotta make some products for, to fill this white space. So it was a little bit trickier because you can't necessarily do peel off for cheek for contour because it really makes it less blendable because it's just a patch of color. So for cheek and contour and our liquid glow stain, we really focus on what I said earlier, a formulation that balances longevity and blendability. So all of our stain formulas is a film forming formula. So once it sets, it's oilproof, waterproof. And we want to make sure there's also enough time for you to blend it out. Cause emollient ingredients helps with blendability, but it's not great for longevity. So it was a delicate balance. We went through a lot of samples, a lot of rounds of samples to get it right. But once we got it right, I think it's, it's a really great formula.

[Kirby]

Okay, so you have the cheek and then you have the eye.

[Sarah Chung]

Yes.

[Kirby]

Okay, so talk us through the cheek. What is the, what does it look like and like, how do you apply it?

[Sarah Chung]

So the cheek stain comes in a twist, sponge tip applicator, and you can dot it on your cheeks, or you could just pick it up with a brush and then apply it. And you have about, I think 30 seconds to a minute to blend it out. And once it's done there it sets and you are good for the whole day. Same with the contour, except the contour has a slightly smaller sponge tip because we want people to be able to contour their nose or eyes like very precise places. And the liquid glow stain comes in a pump and doe foot applicator. So you can do just spot highlight or you could mix it with your cheek stain. You can mix it with your foundation so you can get an all over glow. And they're all very versatile products. What we've learned about our customers is they love playing with our products and using it in places is not designed for. So we want to give that versatility in our product design as well.

[Sarah]

Ooh. I feel like body should be something that you guys look into because my whole thing is I'm wearing a white dress today if you're not watching. And I was trying to put on the sparkly lotion and I was afraid that it was going to get on the white dress.

[Sarah Chung]

Yeah.

[Sarah]

It'd be so nice to just put it on and forget it.

[Sarah Chung]

Yeah. So a lot of people have been using our liquid glow stain on the chest and on the body because it is transfer proof and it's so long wind. And especially the shade 04 is what people have been using because it's this true gold shimmer and it gives you this Hollywood, like shimmery, glassy legs look. And I love it. I've been using it for the body, especially for special events like on our VIP night of Set you world. I had it all over my body.

[Sarah]

Ooh, okay, I'm gonna try that.

[Sarah Chung]

And I wore a dress that I returned later.

[Sarah]

So tried and true tattoo actually transfer proof. Yes. 100%.

[Kirby]

I love that I'm hearing a lot of you referencing your community, your fan base. Obviously you're listening to them very, very closely. How were you able to build that community? Is a lot of Sachiw's customer base, your fan base previous to when you were just creating content? Yeah. Talk to us about how you built this loyal community.

[Sarah Chung]

I think our fan base was a really great jump off point when we first launched Such you beauty. I mean, I've built such a big community on YouTube, on Instagram, and that really helped with the initial, initial support. But I think what really got the community so dedicated is testing our products and actually trying the lip liner scene and knowing and developing that trust through product performance. And not only that, we really try to listen to them. We are always in the comments. We check the comments. A lot of products we actually develop came from their comments and what they ask for in their routine. So, for example, the contour stain was something a lot of people asked for when lip liner came out. So we got to work and we created those products for them. And I think they really appreciate that we are a brand that listens to them. So I think that really strengthened their relationship with the community.

[Sarah]

What has been one of the biggest challenges of building the business?

[Sarah Chung]

I mean, there's one every day. Like, I'm just taking it day by day. There's so much. Cause I don't have any business background. My major was philosophy. And this is the first brand that has scaled to this size for me in my entire career. So I am just taking it day by day. There's always challenges, but, yeah, I'm just learning. There's definitely a steep learning curve.

[Sarah]

Has there been a product that in the past few years that you thought would really work and then you ultimately said, okay, we gotta. We gotta can this and get back to the drawing board?

[Sarah Chung]

Yeah. So our. So after we launched the skincare tools, we actually had a skin care line, and we had a makeup remover. We had a really great moisturizer. We had a lactic acid that is really great for hyperpigmentation. But I think at that time, we didn't have the budget to really give full marketing support. So it. It also taught me a lesson that really great formulations without the right marketing support sometimes doesn't equate to the best launch. So not only do we focus on products, we also want to focus on the storytelling with our makeup launches now.

[Kirby]

So I feel like in the last, you know, three to five years, the trend of, like, the no makeup makeup, like, clean girl aesthetic has really been, you know, at the forefront. Now we see this trend of, like, everyone wants to look like they did in 2016. Like, not like, you know, so much glam, but, like, you know, we're like, leaning back into, like, wearing makeup. Why do you think that we're sort of leaning into that direction?

[Sarah Chung]

I mean, beauty is cyclical. The same way fashion is, right? When we get too fed too much of one thing, we crave the other. So I. I have been loving the 2016 esthetic. I'm, like, rewatching all these old YouTube videos of people doing 2016 makeup, like, makeup tutorials that were posted in 2016, to see how people do their makeup. And I think we just want more fun, you know, in makeup and play around with it, because you don't always have to do no makeup makeup. You know, you don't always have to just look, bare faced. I just woke up like this. Like, put some glamour and fun into your routine. It's meant to be played with.

[Kirby]

I agree.

[Sarah Chung]

Yeah.

[Sarah]

So Billie obviously did something really great for your brand.

[Sarah Chung]

Yeah.

[Sarah]

Was there another moment that you said, wow, okay, I'm on the right track, I'm doing the right thing, just based off of feedback alone.

[Sarah Chung]

Yeah. Well, Sofia Richie also posted us. Alix Earle loves the product. The fact that Doja Cat is posting about her makeup is crazy. And also she's coming out with a song called Lip Stain. Yeah. And the chorus goes like my favorite lip stain.

[Kirby]

Oh, my God.

[Sarah Chung]

Which is crazy. Yeah. It's gonna be in her next album. I'm collab. I'm. I'm waiting for that song to drop the product placement.

[Sarah]

We will be getting a statue lip stain in that music video.

[Sarah Chung]

Yeah. I mean, I love the, you know, the community that posts about us as well, not just the celebrities. We have received 4 billion views of our products across all social media. And yeah, it's just people coming up to me and telling me, oh, I wore this on my wedding day. I wore this to my interview and it gave me one less thing to worry about. That is really what is the most fulfilling and tells me that I'm creating a product that actually improves people's lives, even in a really small way.

[Kirby]

How has your content creation background, like, helped you build statue? Obviously, you're just, you, like. How many YouTube followers do you have?

[Sarah Chung]

I think 850 right now. I'm a lot less active than I used to be because of Sachu Beauty.

[Kirby]

But, but, but the fact that, you know, you have built communities on like every platform, you've been in it for a really long time. So how has that helped you build statues community and your social following?

[Sarah Chung]

Well, as a beauty content creator, you get sent so much pr, so many products to test. I mean, I'm sure, you know, as beauty editors, you guys understand that there are so many drops throughout the year and you go through all these formulations and you really know what works and what doesn't and where the white space is. Because even with all these products that are being sent to me, I still find myself looking for a lip liner that lasts, for example. So I think that background really helps me. And also the fact that I'm not tenured in the industry and I have such a close relationship with my community really helps me see the beauty industry not from the industry perspective, but from the consumer perspective and really understand what pricing, like, how pricing works, what people are looking for what is practical, what's not, what makes a product stand out. And I think that perspective really helped with our branding, our product development, and bringing that spirit into creating such a beauty.

[Sarah]

All right, so let's say someone is new to Statue Beauty, they want to buy a product. Which product would you recommend to them? And actually just answer that first and I'll follow up. Okay.

[Sarah Chung]

Well, of course the lip liner stain, because that is our hero product. If you're someone who doesn't like to wear a lot of makeup, I highly recommend the lip elixir because it's very hydrating, it's gives you a glossy finish, but it's not sticky at all. And it's just a really great product to use even if you're not a makeup person.

[Kirby]

Can I ask what the best selling shade is in lip stain?

[Sarah Chung]

Yes. So the best selling shade is nude, mauve and pink, which is in our bestseller bundle.

[Sarah]

Those are in the little bit.

[Kirby]

Yeah, that's my favorite.

[Sarah]

That's what I have. Do you have a favorite shade? You said you wear nude almost every.

[Kirby]

Day or is there like an underrated shade? Yeah, because you have nine.

[Sarah Chung]

I think an underrated shade is plumped because it is kind of purplish and that can be really scary for people, but it's almost like pinked. I don't know if you tried that shade yet, but it's a higher saturation version of pink. So I really love that shade. And that's actually the lip liner shade that we were giving away at Statue World, and a lot of people, once they got it and tried it at home, they're like, oh, my God, this is amazing. I would have never gotten this color, but I'm glad I did.

[Sarah]

Plumped.

[Sarah Chung]

Plumped.

[Sarah]

Okay, I'm going to try. I haven't tried that one. Yeah, I just, I have my three, so I need to like go and try Plumped. The follow up question was, I'm sure that you've gotten a lot of feedback and questions from customers of how to use your products properly. Do you have like a little game plan to tell people this is how you should do this and how you should not do this?

[Sarah Chung]

Yeah, I think education is a really big part when you come out with a product that's completely new and never done before. So we have a lot of content on our website, on TikTok, on all our socials to teach people how to use it. And there's also actually an insert in all of our lip liner packaging with a QR code where you can go to A tutorial to see how it's used. So it gives you step by step and makes the whole process a lot easier.

[Sarah]

What's a number one no? Don't do this.

[Sarah Chung]

Okay. The number one no is to not apply it on top of lip balm. So really make sure your lips are completely dry and clean. And then apply the lip liner stain. Because the texture of a lip balm will change the formula and make it not adhere to your lips because there's a barrier between the polyvinyl alcohol and your skin. So it's really important that your lips are clean and dry.

[Sarah]

Okay. And is it normal to wipe your lips afterwards? Like, sometimes I peel and then I have. Because I have put it all over my lips, I get like a little bit on the wet part of my lip and have to wipe. That's normal.

[Sarah Chung]

Yeah, that's totally normal. Some people like to use Q tips to just clean it up or smudge it. Some people like to use, like, I like to just use a cotton round and just clean everything up. And it gives you, like a more diffused lip look, which I really like.

[Sarah]

Same.

[Sarah Chung]

Yeah.

[Kirby]

I have a request. Can you make a brow product that's not scary? Because I feel like a tattoo. You know what I mean? Like, a stain would be, like, really hard to use, but one that's user friendly.

[Sarah Chung]

Well, we currently have a brow and freckle tint which just launched.

[Sarah]

Oh, I just. Okay. I just saw this.

[Kirby]

I was like, yeah, instant gratification. Thank you.

[Sarah Chung]

Well, the brow tint is for hair, so it's not a peel off. It's not like a stain on the skin. It's a pigment that will coat your brow hairs. So that color will last a long time. And I really need it. Cause I have very sparse brows and I need whatever brow products that can give me more color. Yeah, it's just a great brow tint that can last all day.

[Sarah]

Oh. So it grabs like my blonde hairs that kind of come in. Okay.

[Kirby]

All right, Done well then. Thank you.

[Sarah]

Can't wait to try. Amazing. Thank you so much, Sarah. This has been so much fun.

[Sarah Chung]

Yeah, this has been really great.

[Kirby]

Okay, where can people buy statue?

[Sarah Chung]

Well, we are now available at Ulta at 700 locations. We have a full display now. And we are also available, of course, on sachi.com. we're available at Poosh, we're available on Amazon. And in the UK we're available at Boots.

[Sarah]

Yay. Thank you so much.

[Sarah Chung]

Thank you, guys.

[Penn Holderness]

Hi, this is Penn and Kim Holderness from the Laugh Lines podcast.

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