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
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)
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)
Where to Buy Sachou Beauty:
- In Stores: Ulta Beauty (700 locations), Boots (UK)
- Online: Sachu.com, Amazon, Poosh, TikTok Shop
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.