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Mumbai, July 2025 : SUGAR Cosmetics, India’s cult-favourite
beauty brand loved by Gen Z and Millennial consumers, marks a major milestone:
a glorious decade of pushing boundaries and empowering women to define beauty
on their own terms. From a single crayon lipstick launched in 2015, the
homegrown powerhouse today boasts a 550+ SKU portfolio, with a presence across
550+ cities and 50,000+ retail touchpoints.
To celebrate this iconic milestone, SUGAR Cosmetics has kicked off a
multi-city birthday tour, bringing the energy and excitement of the brand to
its community through high-octane, interactive events. The celebrations began
in Bangalore and went on to the second leg of tour in Mumbai, where the brand
hosted back-to-back bashes packed with mega influencers, loud glam, and
quintessential SUGAR energy. Fans experienced SUGAR beyond the shelves, with
trendy new launches, curated beauty zones, music, mocktails, and immersive
experiences that turned each venue into a full-blown SUGAR rave. From exclusive
meet-and-greets with Co-founder & CEO Vineeta Singh to giveaways and
special brand charm counters, the SUGAR Crew welcomed over 300 loyal fans and
influencers across the two cities — each one celebrating what it means to be
bold and free. The next leg of the tour heads to Pune.
At the heart of the campaign lies a tribute to SUGAR’s iconic
first-ever launch — the Matte
As Hell Crayon Lipstick. To mark a decade of bold beauty, this
cult-favorite range has been relaunched in an exclusive, limited-edition
edition — a true collectible for fans and loyalists. Crafted for long-time
supporters and beauty lovers alike, this anniversary edition celebrates ten
fearless years of self-expression. Each shade is a power-packed homage to women
who’ve carved their own paths and defined their own stories — just like SUGAR
has.
Leading the lineup is Scarlett O’Hara, a timeless red that
pays homage to a woman who defied her time and fate — bold, unapologetic, and
unforgettable. Made for those who carry the same fire. Joining this classic are
two equally iconic shades: Brandy Harrington & Rachel
Berry.
Together, these shades represent fearless femininity and the stories of
women who chose to lead — not follow.
The crayon stays true to its legendary formula, offering the same rich
pigment, weightless glide, and creamy matte payoff that has earned it cult
status, with over 7 million units sold across the country.
“This campaign is a celebration of the incredible women who wear SUGAR,
those who stand tall in their truth, break the mould, and turn heads while
doing it,” said Vineeta Singh, Co-founder & CEO of SUGAR
Cosmetics. “They’ve shaped our journey over the last ten years,
helping us grow from 7 SKUs to over 550, serving millions across the country.
And it all started with this one iconic product.”
“We didn’t build SUGAR to play it safe. From day one, we’ve bet on
bold moves, real conversations, and a brand that reflects the grit of modern
Indian women. Ten years in, we’re just getting started, hungrier, bolder, and
ready to break more rules,” said Kaushik Mukherjee, Co-founder
& COO of SUGAR Cosmetics.
As SUGAR enters its next chapter, it continues to push boundaries with
makeup powered by skincare that offers both performance and care. Because at
SUGAR, bold beauty isn’t just skin-deep — it’s smart, skin-loving, and here to
stay.
About SUGAR Cosmetics (www.sugarcosmetics.com):
SUGAR Cosmetics, a cult favorite amongst Gen Z and millennials, is one
of the fastest-growing premium beauty brands in India. With its
clutter-breaking persona, signature low-poly packaging and chart-topping
products, SUGAR is the makeup of choice for bold, independent women who refuse
to be stereotyped into roles. Crafted in state-of-the-art facilities across
Germany, Italy, India, USA and Korea, the brand ships its bestselling products
in Lips, Eyes, Face, Nails & Skin categories across the world. With a
cruelty-free range that is high on style and higher on performance, the brand
is obsessed with crafting products that are a perfect match for every Indian
skin tone across seasons and around the calendar. Backed by the trust of
marquee investors and the love of millions of makeup enthusiasts, SUGAR
Cosmetics is rapidly scaling its physical presence with 50,000+ retail
touchpoints across 550+ cities and a mission of reaching the doorstep of every
makeup user in the country.
Social Media Page Links:
Instagram: https://www.instagram.com/trysugar/
Youtube: https://www.youtube.com/channelUCKVqnev2idvmUNKc2b91B8g
Facebook: https://www.facebook.com/trySUGAR/
Twitter: https://twitter.com/trysugar
LinkedIn: https://www.linkedin.com/company/sugar-cosmetics