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Sugar Cosmetics

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Sugar Cosmetics
SUGAR Cosmetics
Company typePrivately held company
IndustryPersonal care
Founded2015; 9 years ago (2015)
Founders
Headquarters
Mumbai
,
India
Area served
India
Key people
ProductsCosmetics and skin care
ParentVellvette Lifestyle Private Ltd
Websitein.sugarcosmetics.com

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[edit]

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.[1][2] 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.[3]

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.[3][4] As of 2022, the brand had raised approximately $85 million from its investors: Elevation Capital, A91 Partners, India Quotient, Stride Ventures and L Catterton.[5] Subsequently, Ranveer Singh joined as an investor and endorser, while Tamannaah Bhatia became an equity partner.[6][7] As of 2023, the brand operates in over 500 cities and generates revenues of ₹420 crore.[5]

Products[edit]

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.[8] Their skincare products include face creams, serums, moisturizers and cleansing water.[9] The brand is authorized to display PETA's Global Beauty Without Bunnies logo, certifying that all products are cruelty-free and vegan.[10][11]

Distribution[edit]

Sugar Cosmetics operates 200 stores across India.[12] In addition to its own stores, Sugar Cosmetics has partnered with over 45 thousand retail touchpoints, reaching customers in over 550 cities across India.[13] 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.[14][15]

Marketing[edit]

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.[16] [17] In 2021, Sugar Cosmetics launched a TV ad featuring Taapsee Pannu for their #BoldAndFree campaign, focused on women's empowerment.[18] 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.[19][20]

Awards and recognitions[edit]

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

References[edit]

  1. ^ "Here's an inspiring tale of Vineeta Singh, founder and CEO of Sugar Cosmetics". mint. 21 February 2024. Archived from the original on 30 June 2024. Retrieved 30 June 2024.
  2. ^ Lifestyle, FE (6 March 2023). "Kaushik Mukherjee's luxurious lifestyle: Know the co-founder of Sugar & Shark Tank Judge Vineeta Singh's husband, his net worth". The Financial Express. Archived from the original on 1 July 2024. Retrieved 1 July 2024.
  3. ^ a b Singh, Rajiv (7 August 2020). "Sugar Cosmetics: Lips Don't Lie". Forbes India. Archived from the original on 30 November 2023. Retrieved 29 June 2024.
  4. ^ Hector, Darlington Jose (20 April 2023). "SUGAR Cosmetics: How Vineeta Singh beat near-bankruptcy to take on multinational brands". Moneycontrol. Archived from the original on 30 June 2024. Retrieved 29 June 2024.
  5. ^ a b Shanthi, S (21 May 2024). "Sugar Cosmetics expects all its offline stores to turn profitable in FY25". The Financial Express. Archived from the original on 30 June 2024. Retrieved 29 June 2024.
  6. ^ Ambwani, Meenakshi Verma (3 September 2022). "Ranveer Singh invests in SUGAR Cosmetics". BusinessLine. Archived from the original on 27 January 2023. Retrieved 30 June 2024.
  7. ^ Paul, James (1 December 2022). "Tamannaah Bhatia Forays Into Entrepreneurship; Invests In Shark Tank India's Vineeta Singh's Cosmetic Brand". Mashable India. Archived from the original on 5 June 2023. Retrieved 30 June 2024.
  8. ^ "Top 16 SUGAR Cosmetics Based On Sweetest Customer Ratings: Myntra's EORS Curtain Raiser Sale". NDTV.com. 22 February 2019. Archived from the original on 26 May 2024. Retrieved 29 June 2024.
  9. ^ "SUGAR Cosmetics Skincare Review: Is it Worth the Hype?". Major Mag. 4 July 2023. Archived from the original on 4 July 2023. Retrieved 29 June 2024.
  10. ^ "Is Sugar Cosmetics (Vellvette Lifestyle) Cruelty-Free?". Beauty Without Bunnies. 16 March 2023. Archived from the original on 8 June 2023. Retrieved 30 June 2024.
  11. ^ "PETA's 'Global Beauty Without Bunnies' Program". PETA. 24 February 2023. Archived from the original on 26 May 2024. Retrieved 30 June 2024.
  12. ^ Martins, Maverick (28 June 2023). "Sugar Cosmetics opens its 200th exclusive brand-owned store". FashionNetwork.com. Archived from the original on 7 September 2023. Retrieved 1 July 2024.
  13. ^ "Delhivery partners with Sugar Cosmetics for B2B shipments". CNBCTV18. 23 May 2024. Archived from the original on 5 June 2024. Retrieved 29 June 2024.
  14. ^ Rudra, Tapanjana (23 December 2022). "SUGAR Cosmetics' FY22 Loss Jumps 255% To INR 75 Cr As Expenses Double". Inc42 Media. Archived from the original on 2 September 2023. Retrieved 1 July 2024.
  15. ^ "Sugar Cosmetics turned profitable in December; looking at 2-3 years' timeline for IPO: Vineeta Singh". The Economic Times. 4 January 2024. Archived from the original on 11 January 2024. Retrieved 30 June 2024.
  16. ^ Ghosh, Aritra (9 October 2023). "How SUGAR Cosmetics is Empowering Women Through Makeup". Indian Retailer. Archived from the original on 1 July 2024. Retrieved 30 June 2024.
  17. ^ "Top Sugar Cosmetics Marketing Campaigns: A Study of its Marketing Campaigns". Ginger Media Group - India's Best Advertising Company. 28 September 2023. Archived from the original on 30 June 2024. Retrieved 30 June 2024.
  18. ^ "BE Exclusive: Tapsee Pannu is the new face of SUGAR Cosmetics". ETBrandEquity.com. 22 September 2021. Archived from the original on 29 November 2023. Retrieved 30 June 2024.
  19. ^ "Ranveer Singh and Tamannaah Bhatia vouch for Sugar Cosmetics in latest ad". ETBrandEquity.com. 8 September 2022. Archived from the original on 1 October 2023. Retrieved 30 June 2024.
  20. ^ "Ranveer Singh and Tamannaah Bhatia promote the quality of Sugar Cosmetics in new ad". ETBrandEquity.com. 4 November 2022. Archived from the original on 27 September 2023. Retrieved 30 June 2024.
  21. ^ a b c d "The Economic Times 40 Under Forty (2020)". The WIMWIAN-IIMA Alumni Magazine. 11 June 2021. Archived from the original on 30 June 2024. Retrieved 30 June 2024.
  22. ^ Joshi, Chaitrali; Ramani, Vyom (4 May 2023). "How Vineeta Singh's cosmetics startup is revolutionising the beauty industry". ET Edge Insights. Retrieved 1 July 2024.
  23. ^ "17th IMAGES Retail Awards honours excellence in the business of retail". India Retailing. 12 November 2021. Archived from the original on 30 June 2024. Retrieved 30 June 2024.
  24. ^ Anis, Fakeha (24 June 2024). "Shark Tank India's Vineeta Singh reveals TWO major tips to deal with entrepreneurship stress; know HERE". PINKVILLA. Retrieved 1 July 2024.
  25. ^ a b Cite error: The named reference ei was invoked but never defined (see the help page).
  26. ^ "MPW 2022 honours Ghazal Alagh, Roshni Nadar, Vineeta Singh and other star performers in business". Business Today. 29 March 2023. Retrieved 1 July 2024.
  27. ^ "DNA Women Achievers Awards 2023: Vineeta Singh wins in Startup category". DNA India. 3 March 2023. Retrieved 1 July 2024.
  28. ^ "BT's Most Powerful Women in Business awards: Celebrating success". Business Today. 17 April 2023. Retrieved 1 July 2024.

External links[edit]

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