News Summary
Sarah Cheung, a University of Texas at Austin alumna, has been recognized in the Forbes 30 Under 30 list for her entrepreneurial success with Sacheu Beauty. Known for her viral lip liner, STAY-N, she exemplifies the innovative spirit of Texas higher education. Cheung’s journey from a philosophy major to a leader in the beauty industry showcases the impact of academic training on entrepreneurial success, particularly in the realm of cosmetics and personal care products.
UT Alumna’s Lip Liner Innovation Hits Forbes 30 Under 30
Houston, TX — The entrepreneurial spirit nurtured within Texas’s higher education institutions continues to produce leaders and innovators. A testament to this enduring legacy is Sarah Cheung, a distinguished alumna of The University of Texas at Austin, whose innovative beauty brand, Sacheu, and its viral peel-off lip liner have earned her a coveted spot on the Forbes 30 Under 30 list. Her journey exemplifies how academic discipline, combined with personal responsibility and a keen eye for market needs, can lead to significant community and economic impact.
The University of Texas at Austin has long been a bedrock for academic rigor and student development, cultivating an environment where aspiring entrepreneurs can transform novel ideas into impactful ventures. Cheung’s success underscores the value of a comprehensive educational experience, even in fields seemingly unrelated to business, in fostering the critical thinking and communication skills essential for groundbreaking achievements.
The Genesis of Sacheu Beauty
Sarah Cheung embarked on her academic journey at The University of Texas at Austin, where she pursued a degree in philosophy. During her time as an undergraduate, approximately ten years ago, she began cultivating a significant online presence by starting a beauty YouTube channel. This platform allowed her to connect with a growing audience interested in makeup and college life, ultimately accumulating nearly a million subscribers over a decade.
Cheung’s experience on the university’s debate team is credited with helping to build her confidence and enhance her ability to express herself effectively, crucial skills that would later serve her in the competitive world of entrepreneurship. After graduating in 2018, she transitioned her passion for content creation into a full-time career. Two years later, she founded Sacheu Beauty, an Asian woman-owned brand.
From Viral Hack to Signature Product
Sacheu Beauty initially launched with a focus on stainless steel skincare tools, including a facial roller and a gua sha, offering hygienic and sustainable alternatives in the beauty market. However, it was a creative application of a brow tint as a temporary lip liner that sparked the idea for what would become Sacheu’s most celebrated product: the peel-off lip liner stain.
Inspired by this personal hack, Sacheu developed the “Lip Liner STAY-N,” a product designed to provide long-lasting lip definition. This innovative peel-off lip liner stain quickly gained viral popularity, earning recognition across social media platforms. The product is formulated with nourishing ingredients like hyaluronic acid and vitamin E, aiming to provide a lasting tint while also caring for the lips. Reports indicate that the Lip Liner STAY-N sells every six seconds, highlighting its significant market success and appeal.
National Recognition: Forbes 30 Under 30
At the end of 2025, Sarah Cheung’s entrepreneurial accomplishments were formally recognized when she was named to the prestigious Forbes 30 Under 30 list in the Retail & E-commerce category. This accolade celebrates young innovators and leaders who are making a substantial impact in their respective industries. Her company, Sacheu Beauty, has expanded its reach beyond its direct-to-consumer website, with products now available through major retailers such as Ulta, Nordstrom, and Neiman Marcus. The brand has also successfully secured $15 million in funding from investors, including Gloss Ventures and private equity firm Peterson Partners, underscoring its rapid growth and potential within the beauty sector.
UT Austin’s Role in Fostering Innovation
The University of Texas at Austin plays a critical role in fostering an entrepreneurial ecosystem that supports students and alumni like Sarah Cheung. The university provides various resources designed to cultivate an entrepreneurial spirit and connect individuals with educational, financial, and networking opportunities. These initiatives span across undergraduate and graduate levels, offering programs focused on ideation, business plan development, marketing, pitching, and product development.
The university’s commitment to entrepreneurship is further evidenced by its national standing, being ranked 2nd in the nation for undergraduate entrepreneurship by the Princeton Review. Programs such as the Texas Entrepreneurship initiative and the Harkey Institute for Entrepreneurial Studies at the McCombs School of Business aim to empower Longhorns to achieve entrepreneurial success. These platforms serve as vital bridges between university research and the marketplace, helping to transform student ideas into viable businesses and contributing significantly to the economic landscape of Austin and the wider Texas region.
Impact and Future Outlook
Sarah Cheung’s journey with Sacheu Beauty demonstrates the significant impact that individual entrepreneurial drive, backed by a strong educational foundation, can have. As an Asian woman-owned brand, Sacheu contributes to the diversity and innovation within the beauty industry. The brand’s focus on barrier-friendly, skin-first beauty products and its ethical stance as a vegan and cruelty-free company resonate with modern consumer values.
Her success not only inspires current and prospective students at The University of Texas at Austin but also highlights the potential for Texas-grown businesses to achieve national and international prominence. The ongoing support systems and entrepreneurial programs at institutions like UT Austin are crucial for sustaining this pipeline of innovation, ensuring that Houston and the broader Texas economy continue to benefit from the vision and determination of its brightest minds.
Summary of Sacheu Beauty Milestones
| Milestone | Details | Year/Period |
|---|---|---|
| YouTube Channel Start | Began beauty YouTube channel while studying philosophy at UT Austin | Approx. 10 years ago |
| UT Austin Graduation | Graduated with a philosophy degree | 2018 |
| Sacheu Beauty Founding | Founded her own beauty brand, initially with stainless steel tools | 2020 (two years after graduation) |
| Lip Liner STAY-N Launch & Viral Success | Peel-off lip liner became a flagship product, gaining viral popularity | Exact launch year not specified, but gained viral status |
| Forbes 30 Under 30 Recognition | Named to Forbes’ 30 Under 30 list in Retail & E-commerce | End of 2025 |
| Funding Secured | Received $15 million in funding from Gloss Ventures and Peterson Partners |
Conclusion
Sarah Cheung’s remarkable journey from a philosophy student at The University of Texas at Austin to a Forbes 30 Under 30 honoree with her thriving brand, Sacheu Beauty, is a compelling narrative of innovation and disciplined effort. Her success exemplifies the powerful outcomes that can arise when academic excellence converges with entrepreneurial vision. As Houston and the great state of Texas continue to cultivate environments ripe for innovation, stories like Cheung’s serve as an inspiring reminder of the boundless potential within our college communities. Readers are encouraged to explore the various programs and opportunities offered by The University of Texas at Austin and other Texas TX higher education institutions, and to stay informed about the ongoing achievements shaping our dynamic college community.
Frequently Asked Questions about Sarah Cheung and Sacheu Beauty
- Who is Sarah Cheung?
- Sarah Cheung is an alumna of The University of Texas at Austin, a beauty content creator, and the founder of the beauty brand Sacheu.
- What is Sacheu Beauty known for?
- Sacheu Beauty is known for its innovative beauty products, particularly its viral peel-off lip liner stain, “Lip Liner STAY-N.” The brand also initially launched with stainless steel skincare tools.
- What recognition did Sarah Cheung receive?
- Sarah Cheung was named to Forbes’ 30 Under 30 list in the Retail & E-commerce category at the end of 2025.
- What did Sarah Cheung study at The University of Texas at Austin?
- Sarah Cheung studied philosophy at The University of Texas at Austin.
- How much funding has Sacheu Beauty received?
- Sacheu Beauty has received $15 million in funding from investors, including Gloss Ventures and Peterson Partners.
Deeper Dive: News & Info About This Topic
HERE Resources
Author: STAFF HERE HOUSTON TX WRITER
The HOUSTON STAFF WRITER represents the experienced team at HEREHouston.com, your go-to source for actionable local news and information in Houston, Harris County, and beyond. Specializing in "news you can use," we cover essential topics like product reviews for personal and business needs, local business directories, politics, real estate trends, neighborhood insights, and state news affecting the area—with deep expertise drawn from years of dedicated reporting and strong community input, including local press releases and business updates. We deliver top reporting on high-value events such as Houston Livestock Show and Rodeo, Art Car Parade, and Chevron Houston Marathon. Our coverage extends to key organizations like the Greater Houston Partnership and Houston Area Urban League, plus leading businesses in energy and healthcare that power the local economy such as ExxonMobil, Schlumberger, and Houston Methodist. As part of the broader HERE network, including HEREAustinTX.com, HERECollegeStation.com, HEREDallas.com, and HERESanAntonio.com, we provide comprehensive, credible insights into Texas's dynamic landscape.
