SUGAR Cosmetics is gearing up for its initial public offering (IPO), following in the footsteps of Nykaa and Mamaearth as it looks to establish a stronger foothold in the beauty and personal care market. Founded in 2015 by Vineeta Singh and Kaushik Mukherjee, SUGAR has rapidly evolved from an online-only direct-to-consumer (D2C) platform to a full-fledged omnichannel brand, boasting over 40,000 retail touchpoints across India. This strategic expansion has significantly contributed to its impressive growth trajectory, pushing it closer to an IPO.
The company reported an 89% increase in its revenue for the fiscal year ending March 2023, reaching INR 420.2 crore. This surge was primarily driven by the brand’s expanded distribution and marketing efforts, along with its growing popularity among millennial and Gen Z consumers. Despite the rise in revenue, SUGAR posted a net loss of INR 76 crore for the same period, a fact that highlights the challenges faced by consumer-focused startups during periods of aggressive expansion.
SUGAR’s anticipated IPO is set to follow the success of other homegrown beauty giants, particularly Nykaa, which made waves when it debuted on the stock market in 2021, and Mamaearth, which is also preparing for its public listing. The beauty segment in India has experienced rapid growth over the last few years, with the shift toward online retail and the increasing consumer preference for beauty products tailored to Indian skin tones and climate. SUGAR, with its inclusive product range and localized marketing approach, has capitalized on these trends.
