SACHEU is taking its full longwear lineup into Target beauty aisles nationwide beginning late February 2026, moving from viral hit status into a scaled masstige color player with multi category shelf space across lips, face, and eyes.
From viral lip launch to masstige player
The expansion follows strong performance at Ulta Beauty and a successful Fall 2025 launch of Lip Liner STAY-N™ at Target, where the product quickly became a customer favorite and sold rapidly from day one. With the full range now rolling out across Target stores and Target.com, the retailer is projected to account for more than 30% of SACHEU’s total retail sales growth in 2026.
Founder Sarah Cheung said, “Expanding into Target represents a major step toward our mission of bringing a digitally native brand into the real world, which means bringing life-proof beauty to a broader beauty community — whether that’s during a quick Target run or a full makeup refresh”
Full STAY-N lineup at Target
Starting in late February 2026, SACHEU’s complete assortment will be available on Target.com and will begin a phased rollout in Target stores nationwide. The lineup includes Lip Liner STAY-N™, Lip Elixir, Lip Bundles (including a Target exclusive MUAH ved Up bundle), Cheek STAY-N™, Contour STAY-N™, Liquid Glow STAY-N™, Brow & Freckle STAY-N™, Eyeshadow STAY-N™, and Eyeliner STAY-N™, all built around the brand’s patented STAY-N™ technology for long lasting wear.
The strategy is clear: take one proven hero franchise and extend the same longwear promise across categories so consumers can build a full stay put routine from a single brand wall. In a mass and masstige landscape where smudge proof, transfer resistant formulas have become table stakes, an ownable tech story helps SACHEU differentiate on performance rather than just shade range.
Brand origin and viral momentum
Founded by Sarah Cheung, SACHEU broke out in 2023 with the Peel Off Lip STAY-N, which has since generated more than 5B views and sold over 10M units globally. That product established the brand as a category creator in peel off, longwear lip color and cemented its reputation for benefit led, user friendly formats.
All products are described as 100% vegan, cruelty free, and dermatologist tested, aligning the brand with baseline ethical and safety expectations in the Gen Z and young millennial segments it primarily serves. Today the assortment spans lips, face, and eyes and is stocked at major beauty retailers including Ulta Beauty and now Target.
Why the Target rollout matters
The expanded SACHEU footprint strengthens its masstige beauty mix with a digital first, viral proven brand that brings an ownable technology angle to the longwear conversation. For SACHEU, the nationwide presence is a pivotal milestone in scaling beyond social virality into a more durable, multi channel cosmetics business.
This rollout means easier access to the full STAY-N™ ecosystem on a standard Target run, rather than having to shop across multiple platforms. For the wider market, it is another data point in how big box retailers are leaning into digitally born brands with clear tech narratives and viral credentials to keep color aisles feeling new without abandoning accessible price points.
