Shopify Masters

How SUGAR Cosmetics Raised $21 Million and Became an Industry Disruptor

Episode Summary

In this episode of Shopify Masters, Vineeta Singh of SUGAR Cosmetics shares with us how she grew the brand from online only to having over 10,000 retail touch-points, and becoming an industry disruptor that raised $21-Million in Series C funding.

Episode Notes

Founded in 2015 by Vineeta Singh and Kaushik Mukherjee, SUGAR Cosmetics initially launched  as a direct-to-consumer brand that focused on offering long-lasting makeup that can withstand the humidity and heat of India's weather. Soon the brand gathered groundbreaking fanfare  and took on the retail world. The company kicked off 2021 by raising $21 Million USD to further scale its endeavors to cater to the often underserved customers. 

For more on SUGAR Cosmetics and show notes: www.shopify.com/blog/sugar-cosmetics-dtc 

Tune in to learn: 

• The digital marketing strategies that allowed SUGAR Cosmetics to reach a market that traditionally preferred in-person purchasing 
• The importance of understanding consumer needs despite what established production partners might suggest 
• The realities of being an entrepreneur  and choosing to forgo a comfortable corporate career