Sugar Cosmetics Explained
Sugar Cosmetics |
Trade Name: | SUGAR Cosmetics |
Type: | Privately held company |
Location City: | Mumbai |
Location Country: | India |
Area Served: | India |
Industry: | Personal care |
Products: | Cosmetics and skin care |
Parent: | Vellvette Lifestyle Private Ltd |
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.[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.[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.
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.[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
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
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
Sugar Cosmetics has been honored with the following awards and recognitions, either for the brand itself or in recognition of Vineeta Singh's entrepreneurship:
Notes and References
- Web site: 21 February 2024 . Here's an inspiring tale of Vineeta Singh, founder and CEO of Sugar Cosmetics . live . https://web.archive.org/web/20240630164137/https://www.livemint.com/companies/start-ups/from-living-in-matchbox-house-in-mumbai-to-building-a-leading-makeup-brand-an-inspiring-tale-of-vineeta-singh-11708533956909.html . 30 June 2024 . 30 June 2024 . mint.
- Web site: 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 . 1 July 2024 . The Financial Express . 1 July 2024 . https://web.archive.org/web/20240701004116/https://www.financialexpress.com/life/lifestyle-kaushik-mukherjees-luxurious-lifestyle-know-the-co-founder-of-sugar-shark-tank-judge-vineeta-singhs-husband-and-his-net-worth-3000460/ . live .
- Web site: Singh . Rajiv . 7 August 2020 . Sugar Cosmetics: Lips Don't Lie . live . https://web.archive.org/web/20231130080154/https://www.forbesindia.com/article/onlinefirst-brands/sugar-cosmetics-lips-dont-lie/61463/1 . 30 November 2023 . 29 June 2024 . Forbes India.
- Web site: Hector . Darlington Jose . 20 April 2023 . SUGAR Cosmetics: How Vineeta Singh beat near-bankruptcy to take on multinational brands . live . https://web.archive.org/web/20240630164140/https://www.moneycontrol.com/europe/?url=https://www.moneycontrol.com/news/business/companies/sugar-cosmetics-how-vineeta-singh-beat-near-bankruptcy-to-take-on-multinational-brands-10445481.html . 30 June 2024 . 29 June 2024 . Moneycontrol.
- Web site: Shanthi . S . 21 May 2024 . Sugar Cosmetics expects all its offline stores to turn profitable in FY25 . live . https://web.archive.org/web/20240630164138/https://www.financialexpress.com/business/industry-sugar-cosmetics-expects-all-its-offline-stores-to-turn-profitable-in-fy25-3495158/ . 30 June 2024 . 29 June 2024 . The Financial Express.
- Web site: Ambwani . Meenakshi Verma . 3 September 2022 . Ranveer Singh invests in SUGAR Cosmetics . live . https://web.archive.org/web/20230127212234/https://www.thehindubusinessline.com/companies/ranveer-singh-invests-in-sugar-cosmetics/article65844446.ece . 27 January 2023 . 30 June 2024 . BusinessLine.
- Web site: Paul . James . 1 December 2022 . Tamannaah Bhatia Forays Into Entrepreneurship; Invests In Shark Tank India's Vineeta Singh's Cosmetic Brand . live . https://web.archive.org/web/20230605051945/https://in.mashable.com/tech/42903/tamannaah-bhatia-forays-into-entrepreneurship-invests-in-shark-tank-indias-vineeta-singhs-cosmetic-b . 5 June 2023 . 30 June 2024 . Mashable India.
- Web site: 22 February 2019 . Top 16 SUGAR Cosmetics Based On Sweetest Customer Ratings: Myntra's EORS Curtain Raiser Sale . live . https://web.archive.org/web/20240526213313/https://www.ndtv.com/shopping/top-16-sugar-cosmetics-based-on-sweetest-customer-ratings-myntras-eors-curtain-raiser-sale-5733694 . 26 May 2024 . 29 June 2024 . NDTV.com.
- Web site: 4 July 2023 . SUGAR Cosmetics Skincare Review: Is it Worth the Hype? . live . https://web.archive.org/web/20230704080321/https://www.majormag.in/sugar-cosmetics-skincare-range-review/ . 4 July 2023 . 29 June 2024 . Major Mag.
- Web site: 16 March 2023 . Is Sugar Cosmetics (Vellvette Lifestyle) Cruelty-Free? . live . https://web.archive.org/web/20230608224713/https://crueltyfree.peta.org/company/sugar-cosmetics-vellvette-lifestyle/ . 8 June 2023 . 30 June 2024 . Beauty Without Bunnies.
- Web site: 24 February 2023 . PETA's 'Global Beauty Without Bunnies' Program . live . https://web.archive.org/web/20240526142244/https://www.peta.org/living/personal-care-fashion/beauty-without-bunnies/ . 26 May 2024 . 30 June 2024 . PETA.
- Web site: Martins . Maverick . 28 June 2023 . Sugar Cosmetics opens its 200th exclusive brand-owned store . live . https://web.archive.org/web/20230907152158/https://in.fashionnetwork.com/news/Sugar-cosmetics-opens-its-200th-exclusive-brand-owned-store,1531089.html . 7 September 2023 . 1 July 2024 . FashionNetwork.com.
- Web site: 23 May 2024 . Delhivery partners with Sugar Cosmetics for B2B shipments . live . https://web.archive.org/web/20240605111857/https://www.cnbctv18.com/market/delhivery-partners-with-sugar-cosmetics-for-b2b-shipments-19416443.htm/ . 5 June 2024 . 29 June 2024 . CNBCTV18.
- Web site: Rudra . Tapanjana . 23 December 2022 . SUGAR Cosmetics' FY22 Loss Jumps 255% To INR 75 Cr As Expenses Double . live . https://web.archive.org/web/20230902055054/https://inc42.com/buzz/sugar-cosmetics-fy22-loss-jumps-255-percent-to-inr-75-cr-as-expenses-double/ . 2 September 2023 . 1 July 2024 . Inc42 Media.
- Web site: 4 January 2024 . Sugar Cosmetics turned profitable in December; looking at 2-3 years' timeline for IPO: Vineeta Singh . live . https://web.archive.org/web/20240111061111/https://economictimes.indiatimes.com/markets/expert-view/sugar-cosmetics-turned-profitable-in-december-looking-at-2-3-years-timeline-for-ipo-vineeta-singh/articleshow/106538948.cms . 11 January 2024 . 30 June 2024 . The Economic Times.
- Web site: Ghosh . Aritra . 9 October 2023 . How SUGAR Cosmetics is Empowering Women Through Makeup . live . https://web.archive.org/web/20240701002328/https://www.indianretailer.com/article/d2c-new-commerce/perspectives/how-sugar-cosmetics-empowering-women-through-makeup . 1 July 2024 . 30 June 2024 . Indian Retailer.
- Web site: 28 September 2023 . Top Sugar Cosmetics Marketing Campaigns: A Study of its Marketing Campaigns . live . https://web.archive.org/web/20240630164142/https://www.gingermediagroup.com/blog/sugar-cosmetics-top-marketing-campaigns/ . 30 June 2024 . 30 June 2024 . Ginger Media Group - India's Best Advertising Company.
- Web site: 22 September 2021 . BE Exclusive: Tapsee Pannu is the new face of SUGAR Cosmetics . live . https://web.archive.org/web/20231129145912/https://brandequity.economictimes.indiatimes.com/news/marketing/be-exclusive-tapsee-pannu-is-the-new-face-of-sugar-cosmetics/86416582 . 29 November 2023 . 30 June 2024 . ETBrandEquity.com.
- Web site: 8 September 2022 . Ranveer Singh and Tamannaah Bhatia vouch for Sugar Cosmetics in latest ad . live . https://web.archive.org/web/20231001102316/https://brandequity.economictimes.indiatimes.com/news/advertising/ranveer-singh-and-tamannaah-bhatia-vouch-for-sugar-cosmetics-in-latest-ad/94070230 . 1 October 2023 . 30 June 2024 . ETBrandEquity.com.
- Web site: 4 November 2022 . Ranveer Singh and Tamannaah Bhatia promote the quality of Sugar Cosmetics in new ad . live . https://web.archive.org/web/20230927043626/https://brandequity.economictimes.indiatimes.com/news/advertising/ranveer-singh-and-tamannah-bhatia-promote-the-quality-of-sugar-cosmetics-in-new-ad/95299495 . 27 September 2023 . 30 June 2024 . ETBrandEquity.com.
- Web site: 11 June 2021 . The Economic Times 40 Under Forty (2020) . live . https://web.archive.org/web/20240630164144/https://wimwian.iima.ac.in/2021/06/11/vineeta-singh/ . 30 June 2024 . 30 June 2024 . The WIMWIAN-IIMA Alumni Magazine.
- Web site: Joshi . Chaitrali . Ramani . Vyom . How Vineeta Singh's cosmetics startup is revolutionising the beauty industry . ET Edge Insights . 4 May 2023 . 1 July 2024 . 1 July 2024 . https://web.archive.org/web/20240701051559/https://etedge-insights.com/how-vineeta-singhs-cosmetics-startup-is-revolutionising-the-beauty-industry/ . live .
- Web site: 12 November 2021 . 17th IMAGES Retail Awards honours excellence in the business of retail . live . https://web.archive.org/web/20240630164143/https://www.indiaretailing.com/2021/11/12/17th-images-retail-awards-honours-excellence-in-the-business-of-retail/ . 30 June 2024 . 30 June 2024 . India Retailing.
- Web site: Anis . Fakeha . Shark Tank India's Vineeta Singh reveals TWO major tips to deal with entrepreneurship stress; know HERE . PINKVILLA . 24 June 2024 . 1 July 2024 . 1 July 2024 . https://web.archive.org/web/20240701051556/https://www.pinkvilla.com/tv/news/shark-tank-indias-vineeta-singh-reveals-two-major-tips-to-deal-with-entrepreneurship-stress-know-here-1320227 . live .
- Web site: MPW 2022 honours Ghazal Alagh, Roshni Nadar, Vineeta Singh and other star performers in business . Business Today . 29 March 2023 . 1 July 2024 . 29 May 2024 . https://web.archive.org/web/20240529174539/https://www.businesstoday.in/mpw/story/mpw-2022-honours-ghazal-alagh-roshni-nadar-vineeta-singh-and-other-star-performers-in-business-375375-2023-03-29 . live .
- Web site: DNA Women Achievers Awards 2023: Vineeta Singh wins in Startup category . DNA India . 3 March 2023 . 1 July 2024 . 1 September 2023 . https://web.archive.org/web/20230901122133/https://www.dnaindia.com/business/report-dna-women-achievers-awards-2023-vineeta-singh-wins-in-startup-category-3027495 . live .
- Web site: BT's Most Powerful Women in Business awards: Celebrating success . Business Today . 17 April 2023 . 1 July 2024 . 20 January 2024 . https://web.archive.org/web/20240120052019/https://www.businesstoday.in/magazine/event/story/bts-most-powerful-women-in-business-awards-celebrating-success-377676-2023-04-17 . live .