Business Remedies | Rajshree Upadhyaya | Jaipur | May 11,2025 | Vineeta Singh’s journey from a top-tier academic background to building one of India’s most influential beauty brands is a story of courage, clarity, and sheer persistence. Born in 1983 in Anand, Gujarat, Vineeta grew up in a family that valued discipline and education. Her father, Dr. Tej P. Singh, a biophysicist at AIIMS, played a crucial role in shaping her mindset, urging her to aim beyond convention. After finishing school at Delhi Public School, R.K. Puram, she pursued electrical engineering at IIT Madras and later earned her MBA from IIM Ahmedabad, graduating in 2007.
At 23, Vineeta made a defining choice, she turned down a Rs. 1 crore job offer from Deutsche Bank to chase an entrepreneurial dream. It was an unconventional move in a time when start-ups weren’t as glamorized as they are today, especially for women. Her early ventures, including a background verification company and FAB BAG, a beauty subscription service, didn’t scale, but they taught her valuable lessons in business, consumer behavior, and market gaps. These formative experiences would later become the bedrock of SUGAR Cosmetics.
In 2015, along with her husband and business partner Kaushik Mukherjee, she launched SUGAR Cosmetics, a brand born out of a simple insight: most international makeup products didn’t suit Indian skin tones, weather, or cultural aesthetics. SUGAR started as a digital-first, direct-to-consumer brand and swiftly captured attention with its bold packaging, high-performance products, and inclusive appeal. Its matte eyeliner, launched at a time when gloss dominated the market, became a breakout success, proving there was room, and demand, for innovation tailored to Indian consumers.
But building SUGAR was far from easy. Vineeta encountered funding roadblocks, with some investors only willing to engage if Kaushik joined full-time, highlighting the persistent gender biases in the ecosystem. Still, she remained undeterred. Balancing motherhood and a demanding startup life, she powered through logistical challenges like credit cycles and inventory, eventually growing SUGAR into a brand that now boasts a valuation of over Rs. 4,000 crore and presence in 45,000+ retail outlets across India.
When the pandemic hit, SUGAR defied industry trends by expanding its offline presence and doubling down on digital innovation. Its mobile app crossed a million downloads, becoming a key driver of customer engagement. Strategic product launches like the SUGAR Play line for younger consumers and bold influencer collaborations helped the brand stay ahead in a crowded market. SUGAR also acquired ENN Beauty and hinted at an IPO, signaling its ambitions to diversify and scale further.
Vineeta’s role as a judge on Shark Tank India brought her into the public eye, where she quickly became known for her honest, insightful feedback and support for women founders. Her presence on the show reinforced her image as a modern business leader, confident, empathetic, and grounded in reality. Beyond business, she is also a dedicated endurance athlete who has completed multiple marathons and the Ironman Triathlon, embodying the discipline she preaches.
Today, Vineeta Singh represents more than entrepreneurial success; she symbolizes possibility. From rejecting a high-paying job to building a brand that resonates with millions, her story inspires a generation of women to bet on themselves. With SUGAR, she hasn’t just created makeup products, she’s crafted a brand that celebrates individuality, resilience, and bold choices.
Written & Edited By:
Rajshree Upadhyaya
