SUGAR Cosmetics is one of the biggest beauty and cosmetics brand in India, provides are cruelty free, affordable, good quality, and match in Innovation products and able to make its name among India women, In today’s blog we are going to learn about SUGAR Cosmetics products, story, founder, net worth, recent launches and more.
About Sugar Cosmetics Company
SUGAR Cosmetics is the popular cosmetics brands, It is known for its bold, stylish, and high-performance makeup, including matte lipsticks and smudge-proof kajals, which appeal especially toi millennials and Genz.
It was founded by Vineeta Singh And Kaushik Mukharjee, in 2012, The parent company of the brand is called “Velvet’ The main focus of the brand is high-quality, affordable cosmetics designed specifically for Indian Women, catering diverse skin and complexion.
The company manufactures its products in countries like Germany, Italy, India, USA, And South Korea. The vision of the brand to include inclusivity with innovation which they have been following since the beginning of the Sugar Cosmetics.
| About Company | Company Information |
| Company | SUGAR Cosmetics |
| Founder | Vineeta Singh And Kaushik Mukharjee |
| Foundation Year | 2012 |
| Business Model | Direct Selling to customer through online and offline stores |
| Target audience | Millenial and Gen-z customers |
| Pricing | Affordable |
Sugar Cosmetics Founder and History
- SUGAR Cosmetics began as a the dream of Vineeta Singh And her husband, Kaushik Mukharjee.
- They both graduated from Indian Institute of Management. Before the starting of the company both the founders have failed to establish an e-commerce fashion company.
- Before starting Sugar Cosmetics, Vineeta has turned down the offer of 1 crore job offer to pursue her passion of building something of her own.
- In the year 2012 she recognised a gap in the Indian beauty market for high-quality, affordable cosmetics suited for Indian skin tones and climate, and founded SUGAR Cosmetics.
- They bootstrapped the company with their own savings and a loan from Vineeta’s father.
- The early days of building this brand is very challenging for SUGAR Cosmetic founder. They struggle to find funding, finding reliable suppliers, and building a strong team.
- Many investors doubted the potential of the Indian Beauty Brand and they believed that Indian only lookout for international brands, Then they found out that the Indian audience really needs to have inclusivity in make-up.
- The first Product is crayon lipsticks which was launched in 2013 and quickly gained popularity for its quality and trendy appeal.
- SUGAR’s strong social media presence, branding, makes it a standout brand in the competitive brand of big brands like L’oreal And Lakme
Sugar Cosmetics and Its Sub Brands
SUGAR operates multiple brands under the beauty and skincare segments of the beauty market.
| Brand/Sub-brand Name | Segment | Price Range | Key Features |
| SUGAR Cosmetics | Main brand, premium makeup | ₹700–1,200 | Trendy, cruelty-free, vegan, bold colors |
| SUGAR POP | Affordable makeup for youth | From ₹199 | Budget-friendly, quality for price-sensitive buyers |
| Mettle | Luxury makeup segment | Up to ₹1,400–2,000 | High-end, premium ingredients |
| Quench Botanics | Korean skincare (JV with Kareena Kapoor) | ₹400–600 | Skincare, K-beauty, tailored for Indian skin/climate |
- SUGAR Cosmetics : This the main brand focuses on premium, cruelty free make-up which is also mentioned in the above part. This brand offers a diverse category of make-up for its inclusive customer.
- SUGAR POP: It is a Sub-brand which was launched to serve the more affordable product starting at rupees 199. The aim of this brand is to cater the price-sensitive consumers while maintaining quality.
- Mettle: It is a brand which is positioned in the luxury segment, with products up to 1,400 and plans to go up to 2,000. The main focus of this brand is the elite people who are interested in high end makeup products.
- Quench Botanic: It is a premium Korean Skincare brand launched as a joint venture with the famous bollywood actress Kareena Kapoor Khan. The brand offers affordable skincare products which are tailored for the Indian skin and Climate. The prices of these products started from 400 to 700 INR. The company is part of the parent company of SUGAR which is Velvet.
All of these brands allowed SUGAR Cosmetics to cover a broad spectrum of the consumer needs. This helped this company to become a well known cosmetic brand across India.
SUGAR Cosmetics Investors, Invested amount
Given below is the summary of the Investor of the SUGAR Cosmetics till 2025:
| Investor Name | Type | Notable Participation |
| L Catterton | Private Equity | Led $50M Series D round (May 2022) |
| Elevation Capital (SAIF) | Venture Capital | Early investor, led $21M Series C (2021) |
| A91 Partners | Venture Capital | Led Series B, holds ~20.8% stake |
| Anicut Capital | Private Equity | Participated in multiple rounds, including 2024 |
| Malabar Investment | Private Equity | Acquired stake via secondary deals (2023-24) |
| India Quotient | Venture Capital | Early investor, holds ~11% stake |
| RB Investments | Venture Capital | Early investor, holds >10% stake |
| Stride Ventures | Venture Debt | Provided $2M debt in 2020 |
| IMM Investment | Private Equity | Led $3M secondary round (Oct 2024) |
| Family offices (Hero/DCM) | Family Office | Hero Group’s Pawan Munjal, DCM Shriram’s Ajay Shriram |
Funding Rounds And Valuation
- SUGAR Cosmetics did raise multiple funding rounds which included a $5 dollars led by Catterton in May 2022.
- The SUGAR Cosmetics has also raised the rounds of $4.5 million from existing investors, including Anicut Continuum Fund, Elevation Capital, Malabar Investment, and L Catterton, at the valuation.
- Malabar Investments acquired a stake in SUGAR Cosmetics worth INR 80 crore last year according to the Global Cosmetic News.
Sugar Cosmetics Products, Highlights
Given below is the name of the products which are very popular for Sugar Cosmetics Company with the launch date.
| Product Name | Launch Date | Highlights |
| Matte As Hell Crayon Lipstick | 2015 | Iconic matte crayon lipstick |
| Ace Of Face Foundation Stick | 2018 | Creamy, blendable stick foundation |
| Dream Cover SPF15 Mattifying Compact | 2019 | Lightweight, mattifying compact |
| Rage For Coverage 24Hr Luminous Foundation | 2020 | Long-wear, luminous foundation |
| Set The Tone Tinted Powder | 2019 | Multipurpose setting powder |
| Matte Attack Transferproof Lipstick | 2020 | Transfer-proof, intense matte |
| Kohl Of Honour Intense Kajal | 2017 | Smudge-proof, long-lasting kajal |
| Eye Lit You So! Vivid Eyeliner | 2019 | Bold, vivid liquid eyeliner |
| Blend The Rules Eyeshadow Palette | 2018 | Versatile 8-shade palette |
| Contour De Force Mini Highlighter | 2019 | Compact, buildable highlighter |
| Contour De Force Mini Blush | 2019 | Lightweight, blendable blush |
| Grand Finale Highlighting Setting Mist | 2020 | Makeup setting spray |
| Cloud Nine Niacinamide Glow Blush | 2024 | Skincare-infused blush |
Recently Launched Products (2024-2025)
Here is the list of the products which are launched in the recent time in 2024 and 2025. Here is the list of the recent launched SUGAR Cosmetics Products:
| Product Name | Launch Date | Key Features |
| Glide Peptide SPF50 PA+++ Lip Treatment (Kit) | May 2025 | Lip care with SPF50, peptide-infused |
| Ace of Face Dewy Foundation | 2025 | Dewy finish foundation |
| Tan Ban 4% Niacinamide Sunscreen Light Gel | 2025 | Lightweight sunscreen with niacinamide |
| Partner In Shine Transferproof Lip Gloss | 2025 | Transfer-proof, long-lasting shine |
| Tan Ban 1% Kojic Acid Sunscreen | 2025 | Sunscreen with kojic acid |
| Mousse Muse Lip Cream | 2025 | Lightweight mousse lip color |
| Bling Leader Illuminating Moisturizer (1% Kojic) | 2025 | Moisturizer with illuminating effect |
| Glide Peptide Serum Lipstick | 2025 | Serum-infused lipstick |
| Tan Ban Hyaluronic Acid Sunscreen Gel SPF50+ | 2025 | Hydrating sunscreen with hyaluronic acid |
| Cloud Nine Niacinamide Glow Blush | 2024 | Blush with niacinamide, skincare benefits |
| SUGAR Drop A Tint Lip Oil | 2024 | Nourishing, tinted lip oil |
| Matte Match Transfer Proof Foundation | 2024 | Matte, transfer-proof foundation |
| Cancel Culture Makeup Remover | April 2024 | Makeup remover for all skin types |
| SUGAR POP Ultra Stay Transfer Proof Lipstick | October 2024 | Affordable, transfer-proof lipstick (SUGAR POP sub-brand) |
Vineeta Singh: Sugar Cosmetics Founder & CEO
- Vineeta Singh is the founder and the CEO of SUGAR Cosmetics, one of India’s fastest-growing beauty brands.
- Also, She is famous for judging the famous reality show The Shark Tank India.
- She was born in 1983 in Anand, Gujarat, India, She comes from a very academically accomplished family.
- Her mother holds a Phd and her father name is Tej Pratap Singh, he is a biophysicist at AIIMS.
- She completed her schooling in Delhi and pursued higher education at one of the prestigious Indian institutions like IIT and IIM.
- She has worked in Deutsche Bank as an intern but later she declined the job offer worth 1 crore INR.
- In the year 2012, they founder beauty and cosmetics brand Sugar Cosmetics, and Vineeta singh is the CEO and founder in the Company.
- Vineeta is the judge at the famouns reality show The Shark Tank India, and where she is investing and encouraging small brands.
Sugar Cosmetics Founder Net Worth
As per the sources mentioned, Vineeta Singh who is the founder and the CEO of SUGAR Cosmetics, net worth around 300 crore INR which derived from different sources. The wealth primarily comes from her equity stake in SUGAR Cosmetic, which is valued around 4,100 crore as well as her salary and dividends as CEO and her investment as a famous judge on Shark Tank India.
Vineeta’s Source of Income
- Salary As CEO: Her estimated salary of Vineeta is around 7.5 crore to 15 crore annually.
- Dividend From SUGAR Cosmetics: She has made money from the different dividend is estimated around 15 to 22.5 rupees annually.
- Shark On The Shark Tank: Her salary on Shark Tank India is estimated around 5 to 6 lakh rupees per episode.
- Investment In Different Business: She invest in different start-up, especially through Shark Tank India, further increasing her wealth
- Brand Endorsement And Appearances: This adds several crore annually into her net worth.
Assets
- Through her hard work she owns multiple properties across Mumbai and Delhi too.
- Vineeta has a luxury car collection, including Mercedes-Benz GLS, E-Class, Skoda Octavia, and Volvo XC90.
SUGAR Cosmetics’s Competitors, and Market Share
In this below table we mentioned the list of its competitors along with their market share. Have a look at name of the competitors:
| Brand Name | Estimated Market Share | Positioning |
| Lakmé | ~15% | Oldest Indian brand, wide range, mass & premium |
| Nykaa Cosmetics | ~8% | Digital-first, popular among millennials |
| Colorbar | ~7% | Known for vibrant colors, cruelty-free |
| Lotus Herbals | ~5% | Natural/ayurvedic focus, skincare & makeup |
| Faces Canada | ~4% | Affordable, wide shade range |
| MyGlamm | ~3% | Digital, influencer-driven, affordable |
| Kay Beauty | ~2% | Celebrity-backed (Katrina Kaif), premium segment |
| VLCC | ~2% | Beauty & wellness, skincare & makeup |
| Biotique | ~2% | Herbal, organic, affordable |
| Blue Heaven | ~2% | Budget-friendly, mass-market |
Sugar Cosmetics Products Reviews
- SUGAR Cosmetics as India’s leading cosmetics brand definitely receives mixed reviews on different platforms.
- On Pissedconsumer, it has a low average rating of 1.9 out of 5 stars, with most users dissatisfied with their products.
- Some customers review that they had received some broken product if they had ordered it from its official website.
- Some Customer praised the quality of the product, That means they had offered products which had mixed reviews online.
Website Where Products Available
Here are the few website and applications where consumer will found all the products of SUGAR Cosmetics:
- Amazon
- Flipkart
- Nyka
- Purple
- Zepto
- Blinkit
Final Thoughts
SUGAR Cosmetics has established itself as one of the most popular cosmetic brands in india. Among all the competitors, Sugar brand has developed its own identification, by understanding the demand of the Indian audience and what they are looking for. Starting from launching a lipstick combo to now having tons of variety of products the company has definitely come a long way.
