"Miller, who assumed her role in December 2025, joins the brand from Vegamour, where she served as chief marketing officer for 11 months. Prior to this, Miller spent four years as founding chief marketing officer at K18, s teering the professional hair brand through its high-profile acquisition by Unilever. Kim, who was appointed in November 2025, joined Sacheu from Topicals, where she was chief financial officer."
"On TikTok, Sacheu is regularly viral. Its bestselling lip stains ($14 - though frequently on sale for $10) have been organically promoted by celebrities including Billie Eilish, Kim Kardashian, and Doja Cat. This high community engagement is what drew Miller to the brand, she told The Business of Beauty. "We don't have enough marketing budget to do that at this stage of the brand, so to see that early demand is really encouraging," she said."
Sacheu Beauty named Michelle Miller chief marketing officer and Connie Kim chief financial officer, both reporting to CEO Quinn Roukema. Miller joined in December 2025 from Vegamour and previously served four years as founding CMO at K18 during its acquisition by Unilever. Kim, appointed in November 2025, joined from Topicals and has prior experience at Unilever and Google. Sacheu's bestselling lip stains are frequently viral on TikTok and have been organically promoted by celebrities. Products sell via Amazon, TikTok, direct-to-consumer, Ulta and Boots, with a projected $100 million in sales for 2026. Kim plans to modernize financial planning using new technology and AI across supply chain, demand planning and product development while Miller will leverage TikTok to convert virality into sustained brand awareness.
Read at The Business of Fashion
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