The Marketing Bestie Podcast with zoeunlimited The Marketing Secrets behind Sacheu Beauty ($100M) Ep1
Jul 24, 2025
Sarah Chan, founder of Sacheu Beauty and former YouTuber, dives into her journey creating a $40M beauty brand loved by celebs like Billie Eilish. She reveals how a single moment with Eilish skyrocketed demand for their lip liner. Sarah discusses the challenges of authenticity while scaling, her innovative TikTok strategies, and how personal needs inspired their product line. She also shares insights into battling knockoffs, building a successful affiliate network, and the emotional growth required as a founder.
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Unexpected Celebrity Boost
- Billie Eilish organically used Sacheu's lip liner and caused a huge real-time spike in orders and search volume.
- Sarah Chan discovered the purchase via TikTok two days before Christmas and the brand surged without outreach.
Product First, Personality Second
- Product quality must be the foundation even for creator brands; marketing amplifies good products.
- Sarah prioritized product-first thinking after earlier skincare launches underperformed.
YouTube Built Her Foundation
- Long-form YouTube builds deeper community than rapid platforms and supports durable personal brands.
- Sarah used YouTube as a safe space to connect and refine aesthetics early on.