The Beauty of Empathy: How India's SUGAR Cosmetics Disrupted the Market by Focusing on Underserved Customers

Vineeta Singh noticed how most beauty brands in the Indian market did not cater to local consumers' needs. The heat, humidity, and monsoon season all challenged the wearability of established brands and their shades and colours were mostly formulated with lighter skin tones in mind. Vineeta dreamed of a sweeter solution and launched SUGAR Cosmetics in 2015 with cofounder Kaushik Mukherjee. In this episode of Shopify Masters, Vineeta 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.

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