Our 406% Growth Playbook: How Sacheu Took Over Amazon’s Lip Liner Category

Image featuring a partnership between Sacheu Beauty and Incrementum Digital, showcasing a 406% year-over-year growth in total Amazon revenue. A woman holds a lip liner on the left, while bold blue text and brand logos are centered. A "#1 Best Seller in Lip Liners" badge and graphic lip illustration appear on the right, all set against a textured background with grid accents.

Overview

Sacheu is a fast-growing, digitally native beauty brand founded by influencer and content creator Sarah Cheung. The brand is known for redefining beauty tools and cosmetics through inclusive, skin-friendly, and ethical formulations. Every product in the lineup is 100% vegan, cruelty-free, and free from fragrance, parabens, and phthalates.

On Amazon, Sacheu gained early traction with standout products like the STAY-N® Peel-Off Lip Liner and stainless-steel Gua Sha tools. The brand’s viral appeal and visual-first approach resonated strongly with online shoppers.

But as momentum built, Sacheu began encountering a set of challenges that threatened to stall its growth and limit its full potential on the platform. That's why they turned to Incrementum Digital for help.

The Challenge

Although they have a viral product line and strong brand equity, Sacheu faced critical challenges that limited its ability to scale on Amazon:

  • Frequent FBA stockouts that disrupted momentum and hurt organic ranking
  • Poorly optimized listings with limited keyword depth and weak SEO
  • No keyword isolation or structured PPC strategy, leading to inefficient scaling
  • Minimal creative testing across Sponsored Brands and Display formats
  • Underutilized ASIN targeting and lack of competitive conquesting
  • Inconsistent visibility due to high competition in a saturated beauty category

Together, these issues prevented Sacheu from capturing its full potential on Amazon’s beauty marketplace.

The Approach

PPC RESTRUCTURE & KEYWORD STRATEGY

We rebuilt Sacheu’s campaign architecture from the ground up, segregating keywords by match type and layering in precise ACoS targets. This allowed for tighter budget control and better identification of high-performing terms. Exact match and long-tail keywords were prioritized to drive efficient conversions and improved ranking.

CREATIVE & COMPETITOR TARGETING

Sacheu leaned into Sponsored Brand videos, custom headlines, and product-focused creative to dominate branded and competitor placements. We aggressively targeted competing ASINs, especially during key shopping events, to win shelf space and capture cross-brand traffic.

SEASONAL CAMPAIGNS & PROMOTIONS

Event-specific Sponsored Brand and Display campaigns were deployed during peak periods like Valentine’s Day, Mother’s Day, and Prime Day. These featured themed creatives, custom landing pages, and bundled offers to maximize CTR and conversion.

REAL-TIME OPTIMIZATION & TECH STACK

We used our in-house tool Data Dive as well as Helium 10, Scale Insights, and Amazon Search Query Performance Reports to continuously refine strategy. Dayparting, retargeting, and keyword harvesting enabled us to stay agile and profitable across changing market dynamics.

Our Results

Revenue Growth: +406.7% YoY ($2.17M → $11.03M)

Ad Sales: +464.6% YoY ($1.09M → $6.20M)

TACoS: Dropped from 22.37% to 12.05%

ACoS: Dropped from 39.08% to 24.00%

ROAS: Increased from 2.56 to 4.17

Stockouts Reduced: Strong FBA replenishment stabilized rank and unlocked scale