Who is Sarah Cheung?

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Sarah Cheung: Building a Beauty Empire One Post at a Time

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Sarah Cheung is more than a content creator—she's the founder of Sacheu Beauty and a vocal advocate for inclusivity in skincare. Her brand began as a personal passion for empowering women of color, and has since evolved into a multi-platform content and product ecosystem.

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As an Asian-American beauty influencer, Sarah has cultivated a space for honest conversations about skincare routines, cultural standards, and business ownership. Unlike many creators, she directly connects her product line with her content, using transparency to build trust. Her authenticity is not just a buzzword—it’s the bedrock of her growing empire.

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Beyond tutorials and hauls, Sarah often infuses entrepreneurial narratives into her content, explaining product development and launching processes. This behind-the-scenes approach humanizes her brand and resonates with aspiring businesswomen. Her audience doesn’t just follow her for skin tips—they follow her for the blueprint.

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Her community engagement reflects her own growth story. Sarah's rise wasn’t meteoric—it was meticulous. By staying active on all channels, maintaining consistent aesthetics, and directly responding to questions, she’s become a trusted figure in the beauty niche, particularly among Gen Z and millennial women of color.

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An Influencer Active on Social Media

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Sarah Cheung has a strong cross-platform presence with 872K subscribers on YouTube, 340.7K followers on TikTok, and 288.3K on Instagram. She leverages each platform differently—YouTube for transparency, TikTok for product virality, and Instagram for branded elegance.

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Sarah Cheung's Social Media Strategy Analysis

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YouTube Strategy: Using Long-Form as a Brand Transparency Tool

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Sarah Cheung’s YouTube strategy is rooted in transparency—she doesn’t just market her products; she explains how they’re made. Her most-viewed shorts often include personal business updates like new Sacheu Beauty launches or her production process. This behind-the-scenes access creates trust, especially in an industry known for over-glamorizing.

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Instead of using YouTube for constant uploads, she posts selectively when she has high-impact content, such as launch announcements. This approach ensures that every video feels like an event. For example, her “Multi-Million Dollar Beauty Brand” video positions her as both the face and brain behind the brand.

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She speaks directly to her camera like she’s briefing her team, not pitching to customers—which makes her brand feel founder-led rather than salesy. Even her thumbnail expressions are neutral or informative, avoiding exaggerated emotional bait often seen in beauty thumbnails.

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Although she only uploads about once a month, her videos maintain high-quality visuals and compact scripts. She’s less interested in algorithm gaming and more focused on being a trusted point of reference for Sacheu’s story.

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• Username: @sacheu
• Influence Score: 73.4/100
• Followers: 872K
• Activity: 1 video/month
• Engagement Rate: 0%
• Growth: 0%
• Average Engagement: 0
• Posting Habits: Once a year at 8 PM EST

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TikTok Strategy: Virality Through Relatable Founder Moments

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Sarah’s TikTok strategy thrives on relatability, but not in the cliché sense—it’s about being a founder who’s still figuring things out on camera. Her most viral clips showcase her excitement and nerves during store launches, not just the glam moments. These glimpses into her life humanize her role as a CEO.

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She avoids heavy editing and trend-chasing. Instead, she doubles down on her niche: product storytelling, founder POVs, and honest usage demos. Even when she uses trending sounds, the visuals are always rooted in her business, such as showing Sacheu Beauty shelves at Ulta or team meetings.

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In a sea of generic beauty TikToks, Sarah stands out by speaking to camera with low production and high context—like a friend FaceTiming you after a big win. She doesn’t overdress, over-filter, or oversell. This authenticity helps her audience root for her success.

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Her use of pink tones, soft lighting, and tight facial framing maintains brand consistency. And when she features tools like Tria lasers or gloss releases, she explains them with calm, founder-like confidence—not hype energy, which keeps her tone grounded.

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• Username: @sacheu
• Influence Score: 81.3/100
• Followers: 340.7K
• Activity: 1.4 videos/week
• Engagement Rate: 0.35%
• Growth: +0.3%
• Average Engagement: 1.2K
• Posting Habits: Once a week at 5 PM EST

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Instagram Strategy: Elevating Products Through Editorial Aesthetic

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Sarah’s Instagram grid resembles a digital beauty editorial—but one entirely owned by a founder, not a fashion house. From in-store Ulta displays to close-up beauty product reels, everything is crafted to feel premium without outsourcing her personality. She’s often the model, director, and voice behind the visuals.

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Unlike many creators who rely on graphic design overlays, Sarah’s posts focus on composition: neutral backdrops, tight detail shots, and natural expressions. Her most engaging content includes subtle storytelling—like holding a Sacheu lip liner at launch or posing beside her product shelves with pride.

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She uses Reels to replicate YouTube Shorts energy but in a more polished tone—captions stay concise, and product reveals feel cinematic. A notable Reel from July announcing product availability earned over 111K views and 3.9K likes. These aren’t viral moments—they’re strategic visual brand markers.

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Sarah also leverages Instagram as her press room. Product drops, retail collabs, and giveaways are neatly folded into her content calendar, always at peak visibility times like 4 PM EST. This isn’t accidental—her audience knows when to expect her next drop.

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• Username: @sacheu
• Influence Score: 84.3/100
• Followers: 288.3K
• Activity: 14 posts/month
• Engagement Rate: 0.53%
• Growth: +0.45%
• Average Engagement: 1.5K
• Posting Habits: Every day at 4 PM EST

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Sarah Cheung’s Social Media Influence Summary

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Sarah ranks in the top 3% of skincare influencers in the U.S. and top 4% of Instagram creators nationally. Internationally, she holds a top 3% ranking for skincare as well, showing that her influence extends far beyond North America.

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Content Strategy:

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Sarah’s content strategy is anchored in ownership and identity. She doesn’t just promote products—she promotes her products. The majority of her content includes mentions of Sacheu Beauty, either visually, verbally, or via captions. This positions her as a businesswoman first, creator second—a rare inversion in the influencer space.

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Reachability and Partnering

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Sarah is highly accessible for partnerships that align with her values. Her audience is especially responsive to beauty, skincare, and wellness brands that center inclusivity and personal growth. She’s most likely to accept collaborations that integrate organically with her product story or entrepreneurial ethos.

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With a campaign cost estimated at $1.25K per post, her pricing remains competitive given her high-quality production, niche influence, and average view counts of 50K on Instagram. Brands like Ulta, Shopify, and Sukoshi Mart have already partnered with her, signaling her value to both legacy and indie beauty players.

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Conclusion: Sarah Cheung, Beauty Without Compromise

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Sarah Cheung’s digital journey is a blueprint for creators looking to turn passion into power. From founding Sacheu Beauty to achieving top-tier influence in skincare, she’s shown that transparency, consistency, and self-ownership aren’t optional—they’re essential. Her story is not just about going viral—it's about building something that lasts.

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