Popular Gen Z beauty influencer Nancy Tyagi led the campaign with her reel wishing SUGAR on its birthday, fetching 7.2 million+ views to date. Popular influencers like Nitibha Kaul and Unnati Malharkar along with others also joined the celebrations and collaborated to showcase the party’s makeup looks.  

The campaign was celebrated across digital platforms and 45,000+ retail touchpoints selling SUGAR Cosmetics across 550+ cities.

SUGAR Cosmetics offers a high-quality, cruelty-free, and trendy product range with over 550 SKUs. This includes foundations, highlighters, BB creams, concealers, lipsticks, eyeshadows, and bronzers for a varied skin tones. 

The fast-selling products across distribution channels are SUGAR Matte As Hell Crayon Lipstick and SUGAR Ace of Face Foundation Stick. Recently, renowned Bollywood actor Tamannaah Bhatia was featured in a campaign highlighting the brand’s airy-light, transfer-proof, and hydrating liquid lipstick range SUGAR Mousse Muse Lip Cream.

Commenting on the completion of the 9th year, Vineeta Singh, Co-founder, and CEO, of SUGAR Cosmetics said,“SUGAR Cosmetics began with three SKUs. Nine years later, we have served 57 million long-lasting high-quality products to over two crore women, making us the third-largest color cosmetics brand in India. We are humbled by the love shown by our incredible community of beauty aficionados. We will continue to ride on the pillars of inclusivity, honesty, and novelty. While we are excited to roll out our innovative product launches and campaigns this year, we remain steadfast in our mission to redefine beauty which inspires confidence for women to embrace their most authentic selves.”

Almost 60% of SUGAR’s sales come from Tier 2 & Tier 3 retail stores while product discovery takes place online. The brand has maintained its position as the most-followed Indian consumer brand on Instagram with its 2.9 million follower community and over 1.89 million subscribers on YouTube.