SUGAR Cosmetics, a brand that has steadily built a cult following among Gen Z and millennial consumers in India, has completed ten years in the beauty business. What began in 2015 with a single crayon lipstick has since evolved into a 550+ SKU portfolio, with distribution spanning over 550 cities and more than 50,000 retail touchpoints.
To mark the anniversary, the brand has launched a multi-city tour designed to engage directly with its consumer base. The celebrations kicked off in Bangalore and moved to Mumbai, where the brand hosted a series of events that brought together influencers, customers, and brand ambassadors. The events included product showcases, curated beauty zones, music performances, mocktail bars, and interactive installations. Co-founder and CEO Vineeta Singh was present at the Mumbai leg, engaging in meet-and-greets with fans and content creators. Over 300 attendees joined the celebrations across the two cities. The next event is scheduled for Pune.
Central to the anniversary campaign is the relaunch of SUGAR’s first product — the Matte As Hell Crayon Lipstick. A limited-edition anniversary version of the cult favourite has been introduced, with the brand positioning it as a nod to its original supporters. The lipstick range, which has sold over 7 million units nationwide, retains its original formula, known for its pigment-rich payoff and smooth matte finish. The relaunch features classic shades such as Scarlett O’Hara, Brandy Harrington, and Rachel Berry — names inspired by bold, fictional women. The brand says the selection is intended to reflect stories of self-expression and independence, a theme it has aimed to embody over the years.
The new commercial:
“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.
Looking ahead, SUGAR Cosmetics has indicated that its focus will remain on products that blend skincare and makeup — a category that continues to see rising consumer interest. The brand’s next chapter, it says, will continue to explore this intersection, with a view toward innovation and relevance in the evolving beauty landscape.
