THE WHAT? Indie cosmetics brand Sacheu Beauty has expanded its executive team, appointing its first chief marketing officer and chief financial officer.
THE DETAILS Sacheu has named Michelle Miller as CMO and Connie Kim as CFO, with both executives reporting to CEO Quinn Roukema. Miller joined in December 2025 from Vegamour and previously served as founding CMO at K18, where she helped guide the brand through its acquisition by Unilever. Kim was appointed in November 2025 and joins from Topicals, where she held the CFO role, following earlier tenures at Unilever and Google.
Founded in 2020 by influencer Sarah Cheung, Sacheu has built scale through social-led demand, driven by viral peel-off lip stains priced at US$14. The brand sells through its own DTC channel, Amazon and TikTok, and is stocked by Ulta in the US and Boots in the UK. Sacheu is projecting US$100 million in sales for 2026, according to a source close to the company.
THE WHY? The senior hires signal a shift from founder-led growth to more structured commercial and financial operations as Sacheu looks to convert social momentum into sustained, multi-channel scale.
Source: The Business of Fashion
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