SACHEU EXPANDS AT ULTA BEAUTY WITH FULL COSMETICS RANGE IN STORES NATIONWIDE
The Viral Brand's First-Ever Complete Assortment In-Store Rollout
LOS ANGELES, July 7, 2025 /PRNewswire/ -- SACHEU the TikTok-viral brand known for its innovative formulas, unapologetic edge, and digital presence, is expanding its footprint at Ulta Beauty with the first-ever in-store launch of its full cosmetics range. Starting July 7, 2025 the complete assortment will be available on Ulta.com and will begin rolling out into select Ulta Beauty stores nationwide. This marks a major milestone in the brand's evolution, giving consumers a new opportunity to experience the full range in real life, at the nation's largest beauty retailer.
SACHEU first entered Ulta Beauty in December 2021 with a limited selection of products, quickly gaining viral momentum through its cult-favorite Lip Liner STAY-N®. This next phase brings the entire range across eyes, lips, and face to shelves for the first time, giving beauty lovers the chance to experience the full collection in person.
"Ulta Beauty's focus on inclusivity and innovation perfectly aligns with SACHEU's values. As a community-driven brand built on bold ideas, expanding into retail with Ulta Beauty is a natural next step, and the perfect way to bring the full SACHEU experience to life." - Vincent Hickey, Chief Commercial Officer, SACHEU.
The in-store assortment includes all of SACHEU's buzzworthy launches including Cheek STAY-N®, Contour STAY-N®, Liquid Glow STAY-N® and the viral Lip Liner STAY-N®. Ulta Beauty will also offer exclusive early access to Eyeshadow Stay-N®, Eyeliner Stay-N®, launching in July.
"At Ulta Beauty, we're proud to champion brands that reflect the creativity and innovation shaping today's beauty landscape—and SACHEU exemplifies all of that and more," said Kaitlin Rinehart, Vice President of Merchandising, Ulta Beauty. "As a brand that has leveraged social media to build an engaging fan base with its viral and experiential Peel-Off Lip Liner Stain, SACHEU brings a fun modern edge to our assortment. Expanding on our already successful existing partnership with SACHEU allows us to deliver even more of what beauty lovers are asking for—authenticity, long-lasting performance and easy to use formulas that are inspired by leading beauty hubs across the world."
To bring this next chapter to life, SACHEU will also debut SACHEU WORLD, an immersive pop-up experience in Los Angeles designed to bring the viral brand IRL from July 18-20th, 2025. With interactive makeup moments, community-powered experiences, and curated social moments, SACHEU WORLD is a physical manifestation of the brand's digital ethos. SACHEU is Life-Ready Beauty—designed to move with you from day to night, powered by innovative all-day wear technology that keeps up with real life, as will be witnessed at SACHEU World. All event purchases will be directed to Ulta.com and through the retailer's Buy Online, Pick Up In Store (BOPIS) option, tying the event back to the brand's retail expansion.
"SACHEU World brings our viral beauty moments to life. It's all about real wear, real connection, and celebrating the community that helped build this brand." - Sarah Cheung, Co-Founder, SACHEU.
SACHEU's full cosmetics range will be available in 700 Ulta Beauty stores nationwide and online at Ulta.com beginning July 7th, 2025.
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SOURCE SACHEU