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With 200th store launch, SUGAR Cosmetics leads EBO numbers among Indian beauty brands

Within just a year of launching its 100th store, SUGAR Cosmetics has hit another brand milestone – its 200th store.

One of India’s leading omnichannel beauty brands, SUGAR Cosmetics has launched its 200th exclusive brand-owned store (EBO) in Bengaluru. A favorite amongst Gen Z and Millennial consumers, SUGAR now has the highest number of brand owned stores amongst all beauty brands available in India.

Store Specs

  • The new outlet is situated in Mantri Square Mall
  • It occupies a total retail space of 450+ sq. ft.
  • It has a cutting-edge product range of 550+ SKUs such as foundations, highlighters, BB creams, concealers, lipsticks, eyeshadows, bronzers and even skincare.
  • The store has the brand’s trained beauty advisors
  • Creates a vibrant and immersive shopping experience for make-up enthusiasts

Brand History

Having started as a direct-to-consumer (D2C) brand in 2015, SUGAR Cosmetics rapidly ventured into offline retail in 2017 via partnerships with large format retailers and general trade stores.

The brand’s first own store was launched in 2019 and soon became a popular destination for beauty enthusiasts.

Today, SUGAR Cosmetics is available at 45,000+ retail outlets across 500+ cities with the southern region being a key market for the brand, housing the second highest number of retail touch-points.

Since the pandemic, while competitors have rescinded plans of opening new stores and even closed existing ones, SUGAR has consistently continued to double-down on the brand’s own stores. This format has been proved to be wildly popular even beyond metro cities in locations such as Jalandhar, Surat, Nagpur and others.

Renowned Indian actor Tammannah Bhatia, who is SUGAR’s brand ambassador was present at the launch of the store, where she vouched for the brand’s core vision of providing women access to premium quality makeup products specifically catering to Indian skin requirements.

“The launch of our 200th SUGAR store in Bengaluru at a record-breaking pace after the inauguration of our 100th store a year ago is a strong testament to the loyalty of our customers and hard work of our team. We are incredibly humbled to reach this momentous milestone of expanding to 200 brand owned stores nationally (also the 40th store in the southern region),” said Vineeta Singh, Co-Founder & CEO, SUGAR Cosmetics.

“SUGAR has always enjoyed strong traction from the brand in the south and are committed to further expanding our retail network across this region. As the beauty industry evolves, SUGAR will continue to remain at the forefront and offer innovative and inclusive products that inspire self-expression and foster self-confidence with meticulously curated products for Indian skin tones,” she added.

Expansion Plans

With offline retail expected to dominate the lion’s share of sales over the next 10 years, SUGAR aims to expand its offline reach to over 100,000+ stores by the next fiscal year.  By augmenting rapid retail expansion and visual merchandising with core focus on product innovation, SUGAR Cosmetics is set to grow from strength to strength.

The milestone event for the brand was celebrated with day-long exciting activities for customers, visitors, social media influencers and media fraternity who tried out a mix of SUGAR’s newly-launched products and all-time classics along with a makeover experience.

The brand also extended the celebrations to popular social media platforms where it enjoys a loyal fan base of over 2.7+ million followers on Instagram (largest by any Indian consumer brand) and 1.4+ million on YouTube.

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