Sweet Success

Catching up with the other half of the popular SUGAR Cosmetics, Co-founder Kaushik Mukherjee sheds light on the omnichannel formula that worked for the brand's phenomenal growth

- ARITRA GHOSH

Founded by Vineeta Singh and Kaushik Mukherjee in 2015, SUGAR Cosmetics today, is one of India’s fastest-growing beauty brands which has become a go-to brand for everything makeup. The company that started out as a Direct-to-Customer brand now has an extensive omnichannel presence reaching every nook and corner of the country. SUGAR cosmetics is available across 45,000+ multi-brand outlets spread across 500+ cities in the country!

However, something that not everyone knows is that before SUGAR, 11 years ago the husband-wife duo ran a successful beauty-subscription business called Fab Bag. SUGAR came into existence with the founders’ aim to work on a model that eliminated middlemen and with their passion for building a brand for women. Realizing the power of going digital enabled the founders to formulate SUGAR and present it to the consumers.

HUMBLE BEGINNINGS