To celebrate this iconic milestone, SUGAR Cosmetics has kicked off a multi-city birthday tour, bringing the energy and excitement of the brand to its community through high-octane, interactive events. The celebrations began in Bangalore and went on to the second leg of tour in Mumbai, where the brand hosted back-to-back bashes packed with mega influencers, loud glam, and quintessential SUGAR energy. Fans experienced SUGAR beyond the shelves, with trendy new launches, curated beauty zones, music, mocktails, and immersive experiences that turned each venue into a full-blown SUGAR rave. From exclusive meet-and-greets with Co-founder & CEO Vineeta Singh to giveaways and special brand charm counters, the SUGAR Crew welcomed over 300 loyal fans and influencers across the two cities — each one celebrating what it means to be bold and free. The next leg of the tour heads to Pune.
At the heart of the campaign lies a tribute to SUGAR’s iconic first-ever launch — the Matte As Hell Crayon Lipstick. To mark a decade of bold beauty, this cult-favorite range has been relaunched in an exclusive, limited-edition edition — a true collectible for fans and loyalists. Crafted for long-time supporters and beauty lovers alike, this anniversary edition celebrates ten fearless years of self-expression. Each shade is a power-packed homage to women who’ve carved their own paths and defined their own stories — just like SUGAR has.
Leading the lineup is Scarlett O’Hara, a timeless red that pays homage to a woman who defied her time and fate — bold, unapologetic, and unforgettable. Made for those who carry the same fire. Joining this classic are two equally iconic shades: Brandy Harrington & Rachel Berry.
Together, these shades represent fearless femininity and the stories of women who chose to lead — not follow.
The crayon stays true to its legendary formula, offering the same rich pigment, weightless glide, and creamy matte payoff that has earned it cult status, with over 7 million units sold across the country.
“This campaign is a celebration of the incredible women who wear SUGAR, those who stand tall in their truth, break the mould, and turn heads while doing it,” said Vineeta Singh, Co-founder & CEO of SUGAR Cosmetics. “They’ve shaped our journey over the last ten years, helping us grow from 7 SKUs to over 550, serving millions across the country. And it all started with this one iconic product.”
“We didn’t build SUGAR to play it safe. From day one, we’ve bet on bold moves, real conversations, and a brand that reflects the grit of modern Indian women. Ten years in, we’re just getting started, hungrier, bolder, and ready to break more rules,” said Kaushik Mukherjee, Co-founder & COO of SUGAR Cosmetics.
As SUGAR enters its next chapter, it continues to push boundaries with makeup powered by skincare that offers both performance and care. Because at SUGAR, bold beauty isn’t just skin-deep — it’s smart, skin-loving, and here to stay.
About SUGAR Cosmetics (www.sugarcosmetics.com):
SUGAR Cosmetics, a cult favorite 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 50,000+ retail touchpoints across 550+ cities and a mission of reaching the doorstep of every makeup user in the country.
Social Media Page Links:
Instagram: https://www.instagram.com/trysugar/
Youtube: https://www.youtube.com/channelUCKVqnev2idvmUNKc2b91B8g
Facebook: https://www.facebook.com/trySUGAR/
Twitter: https://twitter.com/trysugar
LinkedIn: https://www.linkedin.com/company/sugar-cosmetics
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