SUGAR Cosmetics, a direct-to-consumer cosmetics brand co-founded by IIM alumnus Vineeta Singh in 2015, has become one of the leading makeup brands among customers using Scarlett O’Hara signature lipsticks and foundations in most shades of the Indian leather.

As the pandemic continues, most D2C brands have preferred to stay online as malls and retail stores across the country remain closed. SUGAR’s retail sales also fell to less than 10%. However, Vineeta Singh, CEO and co-founder of SUGAR Cosmetics, says the company’s attention to detail will continue to dominate the distribution channel for the next few years. They have managed to double their growth during the pandemic as more and more consumers shop online.

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