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Sacheu Beauty, the cosmetics brand founded by influencer Sarah Cheung in 2020, has named Michelle Miller as its first chief marketing officer, and Connie Kim as its first chief financial officer. They will both report to chief executive Quinn Roukema.
Miller, who assumed her role in December 2025, joins the brand from Vegamour, where she served as chief marketing officer for 11 months. Prior to this, Miller spent four years as founding chief marketing officer at K18, steering the professional hair brand through its high-profile acquisition by Unilever. Kim, who was appointed in November 2025, joined Sacheu from Topicals, where she was chief financial officer. Previously, Kim worked at Unilever and Google.
On TikTok, Sacheu is regularly viral. Its bestselling lip stains ($14 — though frequently on sale for $10) have been organically promoted by celebrities including Billie Eilish, Kim Kardashian, and Doja Cat. This high community engagement is what drew Miller to the brand, she told The Business of Beauty.
“We don’t have enough marketing budget to do that at this stage of the brand, so to see that early demand is really encouraging,” she said. Currently, its products are available through Amazon, TikTok and its own direct-to-consumer channel, as well as at retailers such as Ulta in the US and Boots in the UK. According to a source close to the company, it is projecting $100 million in sales for 2026.
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Kim said her priority is to continue modernising its financing planning. She plans to do this by implementing new technology, including AI tools, to strengthen the brand’s operations across supply chain, demand planning and product development.
In 2026, Miller will continue the utilisation of Sacheu’s strong TikTok presence to raise awareness about the brand’s products and accessible price points, as it looks to transcend virality, and establish itself for the long haul.
“We want to make more people aware of Sacheu and what we’re about,” Miller added. “We’ve got a big year planned.”
Additional reporting by Daniela Morosini
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