Sugar Cosmetics

Sugar Cosmetics, an Indian cosmetics brand owned by Vellvette Lifestyle Private Ltd, is based in Mumbai. It was founded in 2015 by the married couple Vineeta Singh and Kaushik Mukherjee. The brand offers a diverse range of makeup and skin care products.

History
Sugar Cosmetics was founded in 2015 by the married couple Vineeta Singh and Kaushik Mukherjee, with the aim of providing high-quality makeup products at competitive prices. Vineeta Singh serves as the CEO, while Kaushik Mukherjee holds the position of COO. Based in Mumbai, it is owned and operated by Vellvette Lifestyle Private Ltd. Initially launched as an online-only brand, Sugar Cosmetics achieved sales of ₹52 lakh in its first year, overcoming challenges such as limited working capital and delayed product imports. The brand experienced substantial growth with its lip crayon product, leading to a revenue increase to ₹3 crore in the second year.

Sugar Cosmetics gradually transitioned to include offline retail alongside its existing online operations. This expansion allowed the brand to establish 1,750 outlets across 100 cities by 2020, contributing to its growth. From 2020 to 2022, its sales grew from ₹105 crore to ₹222 crore. As of 2022, the brand had raised approximately $85 million from its investors: Elevation Capital, A91 Partners, India Quotient, Stride Ventures and L Catterton. Subsequently, Ranveer Singh joined as an investor and endorser, while Tamannaah Bhatia became an equity partner. As of 2023, the brand operates in over 500 cities and generates revenues of ₹420 crore.

Products
Sugar Cosmetics offers a diverse range of makeup products, including foundations for various skin tones, transfer-proof lipsticks in multiple shades and finishes, contour sticks, face palettes, setting powders, and mascaras. Their skincare products include face creams, serums, moisturizers and cleansing water. The brand is authorized to display PETA's Global Beauty Without Bunnies logo, certifying that all products are cruelty-free and vegan.

Distribution
Sugar Cosmetics operates 200 stores across India. In addition to its own stores, Sugar Cosmetics has partnered with over 45 thousand retail touchpoints, reaching customers in over 550 cities across India. The brand also sells its products through its website, mobile app, and e-commerce platforms like Amazon, Nykaa and Flipkart, allowing customers to purchase products online and have them delivered.

Marketing
Sugar Cosmetics has expanded its online presence by leveraging social media, email marketing, and collaborations with influencers. They have utilized hashtags such as #TrySugar, #MySkinMyChoice, #BetterWithHer and #EveryWomanIsAWonderWoman to promote inclusivity and individuality. The brand has diversified its product range and engaged customers through contests and interactive content. In 2021, Sugar Cosmetics launched a TV ad featuring Taapsee Pannu for their #BoldAndFree campaign, focused on women's empowerment. In 2022, they aired two ads for their "Shukar hain SUGAR hain" campaign, featuring Ranveer Singh, Tamannaah Bhatia and the brand's CEO, emphasizing the durability and quality of their transfer-proof lipsticks with a humorous narrative.

Awards and recognitions
Sugar Cosmetics has been honored with the following awards and recognitions, either for the brand itself or in recognition of Vineeta Singh's entrepreneurship:


 * Retail Start-Up of the Year 2019 by Entrepreneur
 * Most Promising Brand of The Year 2019 by The Economic Times
 * 40 Under Forty 2020 by The Economic Times
 * 40 under 40 2021 by Fortune India
 * Most Trusted Brand of India 2021 by CNBC TV18
 * Most Admired Retailer Award 2021 by IMAGES
 * W-Power 2021 by Forbes India
 * 40 under 40 2021 by BW Disrupt
 * Young Global Leaders 2022 by World Economic Forum
 * MPW 2022 by Business Today
 * Women Achievers Day Award 2023 by DNA India
 * MPW 2023 by Business Today