Raising a Triumphant Makeup Brand from Scratch

Raising a Triumphant Makeup Brand from Scratch | Karo Startup

SUGAR, a startup brand in premium beauty cosmetics. A brand of choice for the women of today. A brand that satisfies the customers to have a lot of fun with the makeup and trusts in empowerment. This beauty brand is painting the world red. This online brand for women’s cosmetics was founded in 2012 by the Indian Institute of Management-Ahmedabad graduates Kaushik Mukherjee and Vineeta Singh. SUGAR Cosmetics is a makeup brand that is high on style and higher on performance. The brand ships its bestselling product across Lips, Eyes, Face, and Nail categories all over the world. SUGAR Cosmetics is headquartered in Mumbai, India.

Worked Hard and Made History

Behind the Cape, there is just a cluster of people who love to punch above the weight and design work the makes the ‘fabrication’ sit up and take notice. SUGAR Cosmetics, a billion-dollar brand from nothing, was born out of a needle to fill in the void between mass and premium cosmetic brands and initiated from an office of 250 sq. ft. With four employees to an army of more than 1000+ team members, a success story was sparked off.


D2C Beauty Brand- SUGAR

From experience gained from the failure of their first beauty startup, SUGAR Cosmetics Co-founders Vineeta Singh and Kaushik Mukherjee financed on their customer feedback and market research to create a redoubtable D2C beauty brand. This startup brand has carved a slot in the INR 600- INR 700 price sections, balancing retail extension with a D2C- first approach for its products built around popular themes and India skin tones.

Clocked a Turnover of INR 100 Cr.

Indian Cosmetic maker accomplished a turn over of INR I00 Cr. and aims to grow 20 times in the next ten years. Currently, SUGAR Cosmetics has 1000+ retail outlets and has over 400 retail touchpoints across India. This cosmetic brand is manufactured in Germany. The rapid expansion came after SUGAR received $9.1 Million worth of funding from venture capital firms. Vineeta Singh highlighted the fact that their other goal was to expand its product range, which contains over 250 SKUs.

Makeup brand SUGAR Cosmetics raises funding | Karo Startup
Source: Deal Street Asia

Vineeta Singh says, “SUGAR Cosmetics was launched with the main aim to provide bold and non-conformist beauty essentials to every Indian woman. In recent times, there aren’t many brands that are focusing on keeping up with in-trend makeup products that are suited for the millennial who is spoilt for choice.

A Colossal Victory

Singh is extremely confident on SUGAR’s growth potential, claiming that the brand grew by five times in a year. SUGAR Cosmetics has established Rs 100 Cr. business in a short span of seven years. It paved its way towards success as the market was dominated by major competitions like Lakmé, LOréal, and MAC Cosmetics. SUGAR Cosmetics are available on its website and several online platforms like Nykaa and Amazon. With a team of 100-150 people, SUGAR has accomplished an impressive height.

Sugar Cosmetics Team member Vineeta Singh | Karo Startup
Source: retail4growth

Connotes Confidence, Fearlessness, and Freedom

To allure the younger women, this startup company used a triangulated illustration style with the bizarre in its packaging. SUGAR Cosmetics is a Private Company. SUGAR Cosmetics is competing with the top beauty makeup brand- Lotus Herbals, led by Nitin Passi, who is their Managing Director. SUGAR Cosmetics is a cruelty-free makeup brand, inspired by and targeted towards independent female society who refuse to be stereotyped.

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