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Sugar cosmetics crosses 2 million followers on Instagram

The Indian beauty brand SUGAR Cosmetics crossed the 2 million milestone on Instagram making SUGAR the ___ Indian digital–first brand to join the 2 million clan on the platform (Instagram page handle & link -

SUGAR Cosmetics, one of the fastest growing premium beauty brands in the country, was established in 2015 by Ms. Vineeta Singh & Mr. Kaushik Mukherjee, to allow women to discover, understand, and enjoy beauty products that are specifically curated for them by beauty experts who understand the complexities of Indian skin tones and complexions. Having had crossed the 1 million landmark in a span of 5 years since its inception, beauty brand SUGAR Cosmetics crossed the 2 million milestone on Instagram in less than a year and a half since, proving to be one of the fastest growing Indian D2C beauty brands.

 Right from their early days, they quickly understood how essential it is to prioritise value-based content that is put out on social media pages and through the engagement received, they slowly but surely also started to learn about where their followers’ interest lies. Through this the brand has now succeeded in making the page engrossing for everyone that would like to know more about the beauty space by generating content that is as much educational as it is appealing to watch.

Rejoicing on this achievement, Vineeta Singh, Co-founder & CEO at SUGAR Cosmetics said,

 “While the journey from 1 to 2 million has been a short one, there have been many teachings along the way. Extremely grateful for our digital family to have reciprocated our love and efforts towards them. I strongly believe social media is a powerful tool to educate the masses about makeup rather than bombarding them with offers and promotions, and this just proves to be a boost to continue doing the same! ”

Speaking on this milestone, Resha Jain, Head of Content Marketing at SUGAR Cosmetics said, Crossing the 2 million followers milestone feels like a pat on our backs for a job well done! At SUGAR Cosmetics we tap into the greatest network of influencers and nanoinfluencers with whom our audience connects effortlessly with and feels a sense of similarity to. We make certain that our audience learns something new from the content we offer, and that no question or doubt is left unanswered. Our customers are everything to us; they are the ones who determine our brand's success and recognise our true potential, for which we are truly grateful."

SUGAR Cosmetics’ presence on other social media platforms has also been growing and evolving at a great pace. Their YouTube page has also had a huge growth spurt this year reaching 469K subscribers. Twitter on the other hand has also had a great engaging growth and stands strong at 22.7k. The brand’s strategies for each social media page, be it LinkedIn or Instagram, differ platform-wise which makes it compelling for the followers to engage with.

SUGAR Cosmetics, a cult-favourite amongst Gen Z and millennials, is one of the fastest-growing premium beauty brands in India. With its clutter-breaking persona, signature low-poly packaging and chart-topping products, SUGAR is the makeup of choice for bold, independent women who refuse to be stereotyped into roles. Crafted in state-of-the-art facilities across Germany, Italy, India, USA and Korea, the brand ships its bestselling products in Lips, Eyes, Face, Nails & Skin categories across the world. With a cruelty-free range that is high on style and higher on performance, the brand is obsessed with crafting products that are a perfect match for every Indian skin tone across seasons and around the calendar. Backed by the trust of marquee investors and the love of millions of makeup enthusiasts, SUGAR Cosmetics is rapidly scaling its physical presence with 35,000+ retail touchpoints as of 2021 across 500+ cities and a mission of reaching the doorstep of every makeup user in the country. 

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