Sugar Cosmetics Success Story: How This 100% Vegan, Cruelty-Free Skincare Line Became a Success

Sugar Cosmetics

Sugar Cosmetics Success Story: How This 100% Vegan, Cruelty-Free Skincare Line Became a Success

Sugar Cosmetics is one of the premium beauty brand in India. Sugar Cosmetics founded by Vineeta Singh and Kaushik Mukherjee in 2012, headquarters is in Mumbai, Maharashtra, India. 

Sugar cosmetics is a fairly new company, but they’re already making waves in the cosmetics industry. They’re known for their affordable, vegan, and cruelty-free cosmetic products. 

But how did they become so successful? Here, we’ll explore Sugar cosmetics’ success story. From their founding to their growth strategy, we’ll see how this company has quickly become a force to be reckoned with.

About Sugar Cosmetics

Sugar cosmetics is a luxury cosmetics brand that was founded in 2012 by Vineeta Singh and Kaushik Mukherjee. 

The makeup brand is known for its high-quality, natural ingredients and its unique packaging. Sugar cosmetics has become a cult favorite among beauty enthusiasts and has been featured in magazines.

The company clocked Rs 105 crore in net revenue for the year 2019-2020. Sugar Cosmetic’s revenue is INR 500 crores. The Mumbai-based startup has raised an investment of INR 35.5 crores in the past few years.

How Sugar Cosmetics Founded?

In 2012, IIM Ahmedabad alumni Kaushik Mukherjee and Vineeta Singh had a big idea. They wanted to create a cosmetics line that was fun, colorful, and most importantly, affordable. So they quit their jobs and started Sugar Cosmetics.

They managed to get their products into a few local boutiques, and slowly but surely, word started to spread about the new brand on the block.

Their first product was a range of brightly colored lipsticks, which quickly became a hit among Bollywood celebrities and everyday women alike.

Sugar Cosmetics was created with the goal of providing high-quality, affordable makeup products to women everywhere.

The company offers a wide range of products, from lipstick and foundation to eyeshadow and mascara. All of their products are cruelty-free and made with natural ingredients.

Within a year, Sugar Cosmetics had grown from a small operation to a full-fledged business. Kaushik Mukherjee and Vineeta Singh were now selling their products in stores all over the country, and they even had celebrity fans!

Sugar Cosmetics has since expanded its range to include eyeshadows, blushes, bronzers, and more. The brand is now available online and in stores across India.

Nowadays, Sugar Cosmetics is one of the hottest makeup brands around. But it all started with entrepreneur duo with a dream!

They started out with just six products and have now grown to over 150 products. They have over 10 million customers. Their products are cruelty-free and they have won numerous awards for their innovative products.

SUGAR has been able to achieve impressive growth as today it claims a presence of 195 outlets in India.

It recorded a growth rate of 4X in FY19, with sales of INR 200 crore. A Cult-Favorite Makeup Brand has aggressively expanded its retail presence in over 100 cities in India.

What makes Sugar Cosmetics so Special?

The answer lies in the brand’s commitment to using only the highest quality ingredients. All of sugar cosmetics’ products are made with natural ingredients that are ethically sourced.

The company also avoids using any synthetic fragrances, parabens, or sulfates in their formulas. In addition to their focus on quality ingredients, sugar cosmetics is also known for their innovative packaging. 

Sugar cosmetics has achieved massive success since its launch in 2012. In just a few short years, the brand has become a favorite among celebrities and makeup artists alike. Thanks to their commitment to quality ingredients and unique packaging, sugar cosmetics is here to stay!

Sugar Cosmetics Founders / Owners

Sugar Cosmetics was founded by entrepreneur duo Kaushik Mukherjee and Vineeta Singh, met at IIM Ahmedabad for their MBA degree 16 years ago. Vineeta Singh is also judges of the popular Indian business reality show “Shark Tank India”.

At a time when the market was dominated by big players like MAC Cosmetics, L’Oreal and Lakme, SUGAR was introduced in 2012.

Sugar Cosmetics founders Kaushik Mukherjee - Vineeta Singh
Sugar Cosmetics Founders: Kaushik Mukherjee & Vineeta Singh

The aim was to provide a more consistent and affordable range that would suit the Indian complexion. They wanted to create a line of products that were fun, affordable, and made with natural ingredients. They started the company with the aim of providing quality cosmetics at affordable prices.

The founders have always been passionate about makeup and beauty, and this is reflected in the quality of their products. Sugar Cosmetics products are made with natural ingredients and are 100% cruelty-free. 

The products they offer

In 2012, two young entrepreneurs had a vision to make high-quality cosmetics products accessible to everyone. Their mission was to create a brand that was fun, fearless and inclusive. And so, Sugar Cosmetics was born.

Today, Sugar is one of the fastest growing cosmetic brands in India. They offer a wide range of products including lipsticks, eyeshadows, foundations and more.

All of their products are 100% vegetarian and cruelty-free. The company sells a variety of makeup products, including lipsticks, eyeshadows, blush, Coffee Culture Lip Scrub, Lip gloss & liners, Mascara, Aquaholic Hyaluronic Serum, Highlighters & Contour, Coffee Culture Cleansing Balm Stick, and Moisturizers. .

What sets Sugar Cosmetics apart from other brands is their commitment to quality and innovation. Their products are made with only the finest ingredients and are constantly being improved upon. They also offer unique shades and finishes that you won’t find anywhere else.

If you’re looking for a brand that is all about empowering women to look and feel their best, then Sugar Cosmetics is the perfect choice for you!

How they became successful

Vineeta Singh co founded Sugar Cosmetics after researching in the cosmetics industry for several years.

She noticed that there was a lack of affordable, high-quality makeup products available in India. So, she decided to start her own company that would offer such products.

Vineeta Singh began by selling her products online and through beauty stores. She quickly gained a loyal following among Indian women who loved the quality of her products. Within a few years, Sugar Cosmetics had become one of the most popular cosmetics brands in India.

Today, a Cult-Favorite Makeup Brand is sold in over 20 countries and has annual sales of over INR 500 crores. The company has plans to expand into even more markets in the future.

Thanks to entrepreneur duo’s vision and hard work, Sugar Cosmetics is now one of the leading cosmetics companies in the world.

Their social media presence

Sugar Cosmetics is a makeup brand that has found success not only in its products, but also in its social media presence.

The brand has over 1 million followers on Instagram, and its posts receive thousands of likes and comments. Sugar Cosmetics uses social media to connect with its customers and promote its products.

The brand often holds giveaways and offers discounts to its followers. Additionally, the company uses social media to show off its new products and collections.

Sugar Cosmetics’ social media presence has helped it gain a large following and become a successful makeup brand.

The company uses social media to engage with customers, promote its products, and show off new collections. By doing so, the startup has built a strong connection with its customers and gained a loyal following.

Recently, Ranveer Singh, Bollywood actor invests in Mumbai-based beauty startup. The company expects this partnership with Bollywodd actor, Ranveer Singh to create new avenues for customer acquisition and strengthen its position as a fan favorite, especially with the millennial audiences in India.

Why their products are loved by many

Sugar Cosmetics is a relative newcomer to the world of makeup, but in a short time, they’ve managed to make a big impact. Their products are loved by many for their high quality, innovative formulas, and fun packaging.

One of the things that sets Sugar Cosmetics apart from other brands is their commitment to using only the finest ingredients. Their products are also cruelty-free and suitable for even the most sensitive skin.

Sugar Cosmetics’ unique selling point is their range of vibrant colors. Whether you’re looking for a bold statement lip or a subtle wash of color for your eyes, they have something to suit every mood and style.

Another reason why Sugar Cosmetics is so popular is because they’re always coming up with new and exciting products.

They’re not afraid to experiment with new formulations and shades, which means there’s always something new to try.

Today, the makeup brand is one of the leading brands in India. The company has grown exponentially since its inception, and it now offers a wide range of products for all skin types.

If you’re looking for high-quality makeup that’s fun to use and comes in a huge range of colors, then Sugar Cosmetics is the brand for you.


It’s always inspiring to read a success story, and Sugar Cosmetics is definitely one worth sharing. A Cult-Favorite Makeup Brand Founded by Vineeta Singh and Kaushik Mukherjee, they took a unique approach to the industry and created a line of products that is completely free of harmful chemicals. 

Today, their products are available in over 20 countries and they continue to grow at an impressive rate.

We can all learn something from Sugar Cosmetics success story — with hard work and determination, anything is possible!

Are you an Entrepreneur or Startup?
Do you have a Success Story to Share?
SugerMint would like to share your success story.
We cover entrepreneur Stories, Startup News, Women entrepreneur stories, and Startup stories

Read more Success story of India entrepreneurs & startups at SugerMint. Follow us on Twitter, Instagram, Facebook, LinkedIn