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Influencer Marketing Strategy of SUGAR Cosmetics

This blog gives a sneak peek at “How Sugar Cosmetics Leveraged Influencer Marketing to built a multi million dollar brand”. 


If you are into cosmetics, beauty and fashion, you must have come across SUGAR Cosmetics. Sugar Cosmetics was founded in 2015 by the Husband-Wife duo Vinita Singh and Kaushik Mukherjee. Vineeta and Kaushik completed their B.Tech from IIT, Madras and BITS respectively and came to IIM Ahmedabad to pursue their MBA. Kaushik, Founder and COO of Sugar Cosmetics started his professional career with Oracle and worked with many big firms like McKinsey and Goldman Sachs, only to leave them behind and start his own startup by the name of FabBag together and later started what the world knows as Sugar Cosmetics.

FabBag is a beauty-based subscription model where users can subscribe for a period of 1/2/6/12 months with a price starting as low as Rs.400 a month. Subscribers get a bag every month consisting of 3 beauty products as a sample and a voucher code which people can use in case they liked the product. Initially, they started Sugar with only 2 products, Kohl and eyeliner and they used FabBag to get reviews and feedback from people and how they were reacting to their products.

Total genius right? Vineeta and Kaushik have always believed in doing a ground survey and taking feedback directly from the users. They always insisted on doing research on the ground level and coming up with products that people need.

One of the major reasons behind the success of Sugar is its people-focused approach and its actively seeking feedback.

Leverage Social Media and Influencer Marketing techniques


Sugar, which has close to 1.5Mn followers on Instagram actively collaborates with influencers and engages with their audiences on different platforms apart from Instagram too. During an interview, upon asking how sugar leverages influencer marketing and social media, Vineeta told that they believe in authenticity and work with influencers who genuinely love Sugar instead of popular influencers who will talk about Sugar today and someone else tomorrow. She said that Sugar experiments on different social media platforms like Moj and Chingaari, apart from Instagram, YouTube and Twitter. Sugar is quite popular on YouTube with huge subscribers.

Sugar works with influencers who genuinely love Sugar and don’t talk about it only because they have to talk. They talk about it because they love it. And when they talk with authenticity, they exude the vibes which people can vibe on and they know that they are not being a fake influence.

Sugar has done its influencer marketing the right way, their stats tell that. It is growing with a CAGR of 25% even in these difficult times.

Truly, the secret to an ever-lasting influence on people is through authentic and genuine campaigns.

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