Introduction

Sugar Cosmetics is a fast-growing premium beauty brand in India, founded by Vineeta Singh and Kaushik Mukherjee in 2015. The brand has gained popularity for its products that are cruelty-free and cater to Indian skin tones. Despite facing competition from established brands like Lakme, Maybelline, Loreal, Sugar Cosmetics has been able to make a mark in the industry by offering high-quality products that appeal to customers.

Product Line

The brand has a wide range of products that include lipsticks, eyeliners, compact, makeup kits, as well as skin and hair care products. Sugar Cosmetics has been able to expand its operations by six times in the previous two to three years, and its operating income has increased by 90% in the year 2021. Sugar Cosmetics has made a strong presence in the beauty industry during the pandemic with their strategic planning, including recognising teams, slashing expenses, e-commerce, and effective use of social media.

Challenges faced by Sugar Cosmetics

However, like many other businesses, Sugar Cosmetics also faced challenges during the pandemic, with 60% of its revenue dependent on retail outlets that remained closed. Nevertheless, the brand was able to bounce back strongly by creating a good rapport with their online customers and setting up their own website with an extensive display of their products.

Future Outlook for Sugar

Looking towards the future, Sugar Cosmetics has set its goals to enhance its business in various ways. The brand plans to increase its offline standalone stores in India from 130 to 150 by the end of 2023. They also plan to expand their outlets in the international market and double their revenue by the end of this fiscal year. Sugar Cosmetics is focusing on extending its online-based applications to make it easier for thousands of customers to shop with ample choices. They are also planning to focus on alliances, digital media, and content marketing.

Conclusion

In conclusion, Sugar Cosmetics, as a D2C brand, has been able to compete with high professionals in the industry due to its strategic planning. By offering high-quality products that appeal to customers and effectively utilizing social media, Sugar Cosmetics has been able to expand its operations and make a strong presence in the beauty industry. With their plans for expansion, Sugar Cosmetics is poised for growth and success in the coming years.