An early spark of entrepreneurship
Vineeta’s entrepreneurial spirit emerged early. At the age of 10, she and a friend launched a small magazine, selling it door-to-door for ₹3. While many people refused to buy, calling it too expensive, the experience taught her valuable lessons about pricing, selling, and resilience—insights that would shape her future ventures.
Though the magazine didn’t take off, the seed of entrepreneurship had been planted. By the time she entered university, she was already thinking beyond conventional career paths.
Rejecting a ₹1 crore offer
Equipped with degrees from IIT Madras and IIM Ahmedabad, Vineeta had the credentials for a lucrative corporate career. At 23, she received a ₹1 crore job offer from a top investment bank—a rare feat for someone so young. Yet, she declined it, choosing instead to carve her own path. Her goal? To build something meaningful that empowered women and challenged the status quo.
The birth of SUGAR cosmetics
In 2015, Vineeta co-founded SUGAR Cosmetics with a vision to revolutionise India’s beauty industry. She saw a gap in the market for high-quality, affordable products tailored to Indian women. While global beauty brands dominated, few catered to India’s diverse skin tones and preferences. SUGAR set out to change that, focusing on bold, high-performance cosmetics designed specifically for Indian consumers.
Disrupting the beauty industry
What set SUGAR apart was its approach—rather than simply following global trends, the brand created products that resonated with modern Indian women. With an emphasis on quality, inclusivity, and accessibility, SUGAR quickly gained traction.
Its range of long-lasting lipsticks, eyeliners, and other cosmetics became popular, not just in India but also among the Indian diaspora.
The power of e-commerce and social media
A key factor in SUGAR’s rapid success was Vineeta’s early bet on e-commerce and digital marketing. At a time when Indian beauty brands were still establishing their online presence, she focused heavily on direct-to-consumer sales. By leveraging social media and influencer marketing, SUGAR built a strong brand identity.
Platforms like Instagram played a crucial role in reaching millions of beauty enthusiasts. Collaborations with influencers and makeup artists helped establish SUGAR as more than just a brand—it became a movement celebrating self-expression and confidence.
A commitment to inclusivity
For Vineeta, SUGAR was not just about building a profitable business but also about reshaping the beauty industry to be more inclusive. Unlike many global brands, SUGAR developed products specifically for Indian skin tones, ensuring a wider range of shades that represented and celebrated diversity.
Beyond its products, Vineeta’s leadership has been centred on empowering women. She has been vocal about resilience, self-belief, and the need for more women entrepreneurs in India.
SUGAR cosmetics today: A ₹3,000 crore beauty giant
As of February 2025, SUGAR Cosmetics is valued at ₹3,000 crore—a testament to Vineeta’s vision, perseverance, and ability to turn challenges into opportunities. With over 100 stores across India and a strong online presence, the company continues to expand its product line and global reach.
Vineeta’s journey, from turning down a high-paying job to building a thriving beauty empire, is an inspiring story of determination and entrepreneurship. As Women’s Day approaches, her success serves as a powerful reminder of what’s possible when women break barriers and pursue their passions.
