TUX X Sacheu: Reinventing Staying Power for the “Life Ready” Brand

Founded by beauty influencer Sarah Cheung, Sacheu began as a skincare brand but quickly found viral fame by reinventing a classic beauty staple: the peel-off lip liner. Sacheu became an online sensation, with one lip liner sold every six seconds on TikTok Shop and praise from celebrities like Billie Eilish.

Now, as the brand expands its Stay-N staining technology from lips to blush, contour, and more, Sacheu needed to evolve its narrative beyond a single product and founder-led story. The goal was to create a platform that would sharpen their unique selling proposition and resonate with a broader audience.

Inspired by the busy, on-the-go lifestyle of Sacheu’s core fans, we developed a brand idea that highlights Sacheu’s greatest strength: makeup that sticks with you wherever life takes you.

“Life Ready” showcases the product’s staying power in real-life moments—from slurping pasta to sweating through pilates—spotlighting the high-tech innovation behind Sacheu’s patented staining formulas and applicators, and celebrating the freedom of expression that comes from their second-skin feel. Sacheu stays put as you touch your face, pucker your lips, and express yourself boldly.

From market research to creative concept, we redefined Sacheu’s visual identity, brand voice, and campaign assets to connect with on-the-go beauty fans.

The result is a cohesive launch rolling out across web, social, and retail, designed to showcase makeup that truly sticks with you—wherever life takes you.

Check out our new brand work for Sacheu, launching this week on their website, socials, and at ULTA. ✌️