“Beauty is freedom – from being judged. Freedom to experiment. To be. Some beliefs are beyond targets and numbers,” Vineeta Singh @runophilia, CEO at SUGAR Cosmetics tell us
@kaushikmkj #beauty #D2C
Vineeta had always felt strongly about building something with women as the core target audience and that’s how SUGAR Cosmetics was born in 2015, with just two products, one of which became a bestseller and paved the way for expanding its stable to 450 SKUs today! @trySUGAR
SUGAR was digital-only till 2017, but cofounders always believed that a retail play is imperative to build a large business. Since then, the company has added over 40 exclusive outlets or kiosks with a presence in over 1,750 retail touchpoints.
#D2C #ecommerce #cosmetics
With consumers showing high engagement in smart content, SUGAR has expanded to longer videos and long-form articles. It now clocks 60% of all online sales on its app and this was just 10% in Feb. So, for this startup at least, Covid-19 has proven to be a D2C catalyst!
More on our conversation with the brand here:
inc42.com/features/for-t…
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