Summary
Sugar Cosmetics Case Study begins with a simple premise: an Indian beauty customer who couldn’t find makeup that matched her skin tone, her climate, or her lifestyle. Today, Sugar Cosmetics is one of India’s fastest-growing digital-first beauty companies, known for its bold identity, clutter-breaking marketing and a product line built specifically for Indian consumers. Founded by Vineeta Singh and Kaushik Mukherjee, the company started in 2015 after the duo spent years analysing gaps in India’s expanding beauty market. Built out of Mumbai, Sugar positioned itself as a millennial-focused, high-performance cosmetics brand designed for India’s heat, humidity and deeper skin tones.
Sugar was launched during a pivotal moment in the Indian beauty industry. Millennials and Gen Z were beginning to explore global makeup trends, urban women were spending more on self-expression, and D2C beauty brands in India were gaining momentum. Yet most products available at the time were imports that didn’t blend well with Indian complexions or weather conditions. Sugar identified the opportunity early and created a digital-first model fueled by direct-to-consumer channels, influencer-led content, and a brand identity rooted in confidence and individuality.
The company initially built traction through online marketplaces before expanding aggressively into its own website, app, and retail presence. Over the years, Sugar has raised capital from investors such as A91 Partners and Elevation Capital, helping it scale manufacturing, expand product lines and build omnichannel distribution across India. Its catalog now includes lipsticks, eyeliners, foundations, skincare hybrids and accessories engineered for long-lasting wear on Indian skin tones.
Sugar’s business model blends D2C distribution, retail expansion and strong brand storytelling. The company’s revenue has grown steadily, driven by its digital community, influencer network and high-repeat-purchase categories. Today, Sugar stands as a case study in how a modern Indian beauty brand can build trust, scale operations and stand out in a competitive market by listening closely to its consumers and designing products rooted in cultural insight.
1. The Origin Story Behind Sugar Cosmetics
The story of Sugar Cosmetics starts years before the brand even existed. It begins with the ambition of its cofounder, Vineeta Singh, who graduated from IIT Madras and later from IIM Ahmedabad. Her journey into entrepreneurship was shaped by a desire to build something meaningful in a sector that directly impacted women in India. After turning down high-paying job offers, she committed herself to building a business from the ground up, even when her early ventures struggled to gain traction.
Before Sugar, Vineeta and Kaushik experimented with a fitness subscription service and later with a beauty subscription box called Fab Bag. Through Fab Bag, they interacted with thousands of Indian consumers every month, understanding their preferences, frustrations and needs. This became the foundation that shaped Sugar’s beginnings. The founders noticed a recurring pattern: women repeatedly expressed disappointment with international makeup that didn’t suit deeper undertones or withstand the Indian climate.
This insight was the turning point. They knew there was space for a brand engineered specifically for Indian users. They also realised that India’s beauty market was shifting. Urban women were buying makeup more frequently, digital-first shopping was rising, and global content was influencing consumer choices. These factors created the perfect environment for a modern, bold, youth-centric beauty brand.
When Sugar launched in 2015, it didn’t try to imitate legacy beauty giants. Instead, it chose to be distinct, youthful and expressive. The early days were challenging, with manufacturing hurdles, budget constraints and a limited catalog. Yet the founders remained committed to creating high-performance products, even if it meant longer development cycles or higher production costs.
This origin phase established a philosophy that continues to define the brand: uncompromising quality, consumer understanding and a deep appreciation of India’s diverse beauty landscape. Sugar’s story is rooted in the patience and persistence of founders who chose consumer insight over shortcuts and built a brand shaped directly by real-world feedback.
2. Founder Journey and Early Struggles
The founder journey behind Sugar Cosmetics reflects the resilience of entrepreneurs navigating uncertainty. Before creating one of India’s most recognisable beauty brands, Vineeta and Kaushik experienced setbacks that would have discouraged most first-time founders. Their early venture, the beauty subscription platform Fab Bag, offered a limited financial runway and depended heavily on curation rather than product creation. But it gave them something far more valuable: insight into how India shops for beauty.
Running Fab Bag allowed the founders to learn that Indian customers were hungry for long-lasting products that matched darker undertones and resisted smudging in humid weather. Yet manufacturing such formulas required technical expertise and global suppliers. In the early years, the team often worked with minimal resources. Delays from product labs were common, marketing budgets were nearly nonexistent and building a reliable supply chain required constant troubleshooting.
The founders handled every function themselves, from product research to packaging to customer service. Even the earliest batches of Sugar products were shipped from small Mumbai offices where the team packed orders manually. These constraints shaped a culture of hands-on execution that still guides the company today.
The emotional weight of building a consumer brand from scratch also tested their resilience. There were moments when investor conversations stalled, product timelines extended and competition intensified. But what mattered most was that the founders believed deeply that India needed a beauty brand designed for its people. That conviction became the foundation that carried them through difficult periods. Sugar’s founders built the company brick by brick, guided by consumer voices and grounded in persistence. Their journey set the stage for a brand that would eventually challenge global names and become a major player in India’s fast-growing beauty ecosystem.
3. The Market Problem Sugar Cosmetics Identified
Before Sugar entered the Indian beauty landscape, the market was crowded yet underserved. Stores were lined with imported makeup from global giants like Maybelline New York or L’Oréal Paris. These products were globally celebrated but rarely designed for India’s deeper skin tones or the climate that defined most of the country. Women frequently complained that foundations looked grey, lipsticks faded quickly, Kajal smudged within hours, and matte products crumbled under humidity.
The deeper issue wasn’t just availability. It was a mismatch between what Indian consumers needed and what international brands produced. Most global labels tested their formulas for cooler climates and lighter tones. These products weren’t built for cities like Mumbai, Chennai, or Kolkata, where heat and humidity made makeup melt within minutes. The gap was wide and obvious to consumers but somehow invisible to manufacturers who treated India as a market ready to accept whatever global inventory was left.
For brands trying to make India a dumping ground for unsuitable shades, Sugar became the counter-narrative. It identified a cultural and climatic need. Women wanted durable, bold, highly pigmented makeup, but they also needed something that wouldn’t require constant touch-ups. They wanted a lipstick that would survive an entire workday, not just a photoshoot. This unspoken frustration became Sugar’s entry point.
Another issue was representation. Indian women didn’t see themselves in ads featuring Western models. The definition of beauty presented in stores felt disconnected from local realities. Sugar embraced this gap. The founders understood that modern Indian customers wanted a brand that made them feel seen and spoken to directly. Sugar’s approach wasn’t just to sell makeup but to speak the language of India’s new, self-assured, urban woman. The market lacked authenticity, relatability, and products engineered for Indian undertones. Sugar stepped in not to imitate but to fill a void that had been ignored for decades.
4. How Sugar Built and Evolved Its Product Line
Once the founders recognised the market gap, the next challenge was translating it into products that could perform reliably. Sugar’s early product development was meticulous because the team wanted formulas that aligned with Indian realities. Manufacturing high-performance cosmetics required collaboration with labs in Europe and Korea, whose expertise in long-wear formulas surpassed domestic capabilities at the time.
The development of Sugar’s first bestseller, the Smudge Me Not Liquid Lipstick, wasn’t accidental. It was the result of hundreds of consumer tests conducted through Fab Bag subscribers who reviewed each prototype with unfiltered honesty. Every shade was chosen after understanding undertones unique to India’s diverse population. The brand didn’t chase global colour trends blindly. Instead, it studied what Indian women wore daily at work, weddings, and festivals. Sugar’s catalog expanded slowly but strategically. Lipsticks came first because they had the highest demand and were often a gateway product for young makeup consumers. Eyeliners and Kajal followed, engineered to survive humid commutes and long office hours. Foundations and base makeup were introduced later because they required more rigorous testing to match the variety of Indian skin tones.
The brand’s evolution wasn’t just driven by what competitors were launching but by what consumers complained about consistently. Every product solved a problem. The eyeliner addressed smudging. The matte lipstick tackled fading. The foundation targeted mismatch issues. Sugar’s product decisions were rooted in customer frustrations, not vanity. Even today, as the catalog has grown across categories such as lip care, eye palettes, skincare hybrids and accessories, the brand maintains its quality-first approach. This discipline has helped Sugar achieve something rare in the Indian beauty category: trust. Once customers found a Sugar product that worked, they often returned to try more.
5. Early Traction and the Validation Phase
Sugar’s traction didn’t come overnight. In the early months, the brand relied heavily on its presence in online marketplaces like Nykaa and Amazon India. These platforms provided exposure at a time when building a D2C audience from zero was difficult. What surprised even the founders was how quickly certain products gained repeat customers.
The Smudge Me Not lipstick became an inflection point. Reviews poured in talking about the staying power. Videos on YouTube by beauty creators began calling Sugar’s products long-lasting, bold and affordable. This organic appreciation provided the validation the founders needed. Customers weren’t just buying once. They were coming back. Fab Bag’s subscriber base acted as an early testing community. Each product launched through this channel provided instant insight into what customers liked or disliked. This removed guesswork from Sugar’s R&D cycle. Feedback loops were instant and unfiltered, creating a development process rooted in real consumer behaviour rather than assumptions.
The brand also embraced influencer marketing before it became mainstream in India. Makeup creators on Instagram and YouTube became Sugar’s first ambassadors. They didn’t endorse the brand for money initially. They endorsed it because the formulas genuinely delivered on claims. This authenticity built early credibility.
There were moments when the founders questioned the slow pace of growth, especially when compared to competitors who launched wide catalogs rapidly. But Sugar stuck to its slow-and-steady strategy, winning customers one product at a time. That patience paid off. By the time the brand expanded into retail kiosks and exclusive brand outlets, it already had a solid online community that trusted its formulas. Traction wasn’t a sudden spike. It was a steady climb shaped by real feedback, repeat users and a focus on problem-solving rather than hype.
6. Business Model and Revenue Approach
Sugar Cosmetics operates on a hybrid model that blends digital-first D2C sales with an expanding offline presence. In the early years, its primary revenue came from online channels. This allowed the brand to keep margins higher since it wasn’t paying for shelf space or heavy retail infrastructure. Over time, Sugar diversified revenue across marketplaces, its own website, its app and physical stores. The brand learned early that India was not yet a fully digital-only beauty market. While younger audiences were comfortable buying cosmetics online, a large segment still preferred testing shades in person. This insight shaped Sugar’s omnichannel strategy. Retail kiosks, partner stores and exclusive brand outlets were introduced to tap into this consumer behaviour.
Sugar’s revenue approach reflects an understanding of beauty economics. Makeup items like lipsticks and eyeliners are high-repeat categories with strong margins. Products like foundations generate higher ticket value but require more testing before purchase. The company balanced both category types to ensure stable growth. Price positioning was another strategic choice. Sugar wanted to be aspirational but accessible. It didn’t try to compete with mass-market brands on price or luxury brands on exclusivity. Instead, it positioned itself in the premium-mass segment, offering high performance at a price point Indian millennials found reasonable.
Over time, this balanced approach helped Sugar build a predictable revenue stream driven by repeat purchases. As the offline network expanded, the brand also tapped into impulse shopping behaviour common in Indian malls, further strengthening its revenue mix. The business model reflects a thoughtful blend of digital efficiency and retail presence, making Sugar one of the strongest omnichannel beauty brands in the country today.
7. Funding History and Investor Involvement
Sugar Cosmetics was not an overnight investor favorite. Beauty startups in India were still rare when the company launched, and many investors believed the market was too small or too saturated with global brands. Convincing them that India needed a homegrown, digital-first beauty company was difficult. For the first few years, Sugar relied heavily on revenue recycling and tight cost management.
The tide began to shift when investors started noticing two things: the rise of D2C brands in India and Sugar’s steadily growing repeat-purchase base. The consistency of its online traction and the strong performance of hero products made Sugar an appealing opportunity. The company eventually raised capital from notable firms such as Elevation Capital and A91 Partners. These investments helped Sugar expand manufacturing, launch new categories and grow its offline footprint.
The brand’s funding story reflects the entrepreneurial patience of its founders. They didn’t rush into fundraising and avoided raising excessively early. This gave Sugar time to refine its positioning and acquire a stable customer base before scaling aggressively. Investors were drawn to the brand’s disciplined approach, strong gross margins and the maturity of its founders who had already spent years studying Indian consumer behaviour through Fab Bag.
Offline expansion required significant capital for store setup, supply chain and distribution. Funding rounds provided the fuel for these next phases of growth. By the time Sugar crossed deeper into metro and Tier 2 cities, its presence was backed by investor confidence and a clear roadmap for omnichannel expansion. Sugar’s funding journey is a story of gradual trust-building, where real traction and predictable repeat sales convinced investors that the brand was not just another trend but a long-term player in India’s beauty landscape.
8. Go-to-Market Strategy and Distribution Channels
Sugar’s go-to-market strategy evolved in phases, mirroring the market’s digital maturity. At its core, the company began as a digital-first brand with a strong belief in direct-to-consumer channels. Launching through Fab Bag gave Sugar its earliest exposure, but reaching new customers required broader distribution. Online marketplaces like Nykaa, Amazon India and emerging platforms became the brand’s first large-scale distribution system. The strategy worked because Indian consumers were beginning to trust online beauty purchases, especially in the mid-premium range.
Sugar’s own website and app became its brand-building engines. These platforms helped the company collect consumer data, personalise recommendations and create content-led engagement. The website wasn’t just a storefront. It became a community hub with quizzes, product guides and tutorials that simplified buying decisions. The offline journey came later, but when it started, it grew quickly. Sugar opened kiosks in malls, partnered with retail chains and eventually launched exclusive brand outlets. The offline stores were designed with bold black-and-white themes, high-energy visual branding and product testers that encouraged trial. This helped convert customers who preferred touching and testing makeup before purchasing.
Distribution wasn’t limited to cities. Sugar entered Tier 2 and Tier 3 markets with surprising success. The brand realised that aspirations in smaller cities were rising fast, driven by social media exposure and global beauty trends. Its consistent packaging, influencer-backed marketing and strong digital presence helped Sugar carve a place in markets where global brands had weak penetration. The mix of online discovery and offline trial became Sugar’s formula for scaling. This hybrid strategy helped the company deepen reach while maintaining control over customer experience.
9. Brand Positioning and Messaging Evolution
Sugar’s brand identity is one of its strongest assets. From its earliest days, the company set out to be bold, modern and unapologetically expressive. While many legacy beauty brands relied on glamorous, polished imagery, Sugar chose to speak the language of India’s millennials who valued authenticity, individuality and confidence. The packaging became an instant differentiator. Sugar’s black matte boxes with geometric illustrations stood out on shelves cluttered with pinks and florals. The messaging was simple but powerful. It didn’t try to preach beauty ideals. Instead, it encouraged customers to embrace their uniqueness. This approach resonated deeply with young women who were tired of being told what beauty should look like.
The brand’s campaigns often featured models who resembled real Indian consumers rather than international faces. This representation helped Sugar build emotional trust with its audience. The rise of founder visibility, particularly after Vineeta Singh’s appearance on Shark Tank India, further strengthened the brand’s relatability. When consumers saw a founder who openly discussed persistence, failure and resilience, it reinforced the authenticity that defined Sugar.
Messaging evolved as the customer base expanded. In the beginning, Sugar focused on performance: long-wear formulas, smudge-proof lipsticks and high-pigment products. As the brand grew, the narrative incorporated empowerment and individuality. Sugar became more than a beauty brand. It became a symbol of confidence for young urban women navigating modern India. This sharp, consistent identity helped Sugar avoid the dilution that often affects fast-growing brands. Even as competitors increased, Sugar retained a voice that felt personal, contemporary and honest.
10. Key Challenges, Failures and Turning Points
Sugar’s success came with its share of challenges. Building a beauty brand in India required overcoming infrastructure gaps, consumer mistrust and deep-pocketed competition. One of the earliest struggles was finding manufacturing partners willing to work with small batch sizes. Sugar insisted on high-quality formulas tailored for Indian conditions, but these demands often meant longer development timelines and higher costs. Another challenge came from managing stockouts. As Sugar products gained traction online, demand often surpassed supply chain capacity. This created frustration among early customers who were eager to buy but encountered unavailable shades. Scaling production without compromising quality forced the team to rethink supply chain planning and build more robust forecasting models.
Competition intensified quickly. The rise of brands like Mamaearth and more global brands entering India meant Sugar had to fight harder for attention. The team responded not through price wars but through stronger branding, faster content cycles and continued focus on quality. A major turning point arrived when Sugar doubled down on offline retail. It was a risky move at a time when many D2C brands believed the future was purely online. But Sugar realised that Indian beauty shoppers still valued physical trial. This decision transformed the company’s revenue trajectory, opening new channels of discovery and increasing market penetration.
Another turning point was the influence of social media creators. As platforms like Instagram and YouTube exploded in India, Sugar became an early adopter of influencer-led marketing. This strategy allowed the brand to build community credibility without relying on expensive celebrity endorsements. Challenges didn’t vanish as the brand scaled. But each setback—manufacturing bottlenecks, competition spikes, retail hurdles—helped Sugar refine its strategy, deepen its capabilities and accelerate its growth.
11. Scaling Decisions and Operational Execution
Scaling a beauty startup requires discipline, especially in a market as complex as India. Sugar’s growth wasn’t accidental. It was the result of deliberate choices about product expansion, market timing and operational precision. The founders realised early that operational excellence would determine long-term success. Beauty products have short shelf lives, complex supply chains and strict quality requirements. To prevent disruptions, Sugar built strong relationships with international labs and manufacturers who understood its high-performance expectations. This helped maintain consistency across batches at a time when many new brands struggled with formula variations.
Distribution scaling was another operational milestone. The company expanded offline stores strategically rather than rushing to open outlets everywhere. It studied catchment areas, mall categories, footfall behaviour and spending patterns. This disciplined expansion allowed Sugar to maintain profitability while increasing reach.
Inventory management became a core strength. Sugar adopted data-driven forecasting, using digital sales insights to predict shade preferences in different regions. This reduced deadstock and improved store-level performance. Logistics partnerships ensured timely deliveries, supporting the brand’s promise of reliability.
Technology played a role in scaling too. Sugar’s website and app were built to support personalised recommendations, cart nudges and loyalty programs that increased repeat purchases. These digital tools helped the brand grow without proportionally increasing customer acquisition costs. Operational decisions whether in manufacturing, retail, logistics or technology—were always rooted in long-term thinking rather than short-term spikes. This approach allowed Sugar to grow sustainably while retaining brand identity and customer trust.
12. Competitive Landscape and Differentiation
When Sugar Cosmetics entered the Indian beauty market, the landscape was already dominated by global players. Brands like Maybelline New York, MAC Cosmetics and L’Oréal Paris had decades of trust and deep distribution networks. In parallel, homegrown D2C contenders were rising, including newer entrants that leveraged influencer marketing, digital channels and aggressive discounting.Sugar didn’t try to compete on celebrity power or price. It competed on relevance. It differentiated itself through long-wear performance tailored for India’s climate, a bold brand identity, and an omnichannel presence that expanded steadily instead of explosively. For urban millennials, Sugar wasn’t just another beauty option. It felt like a brand that understood their skin, weather, tone, lifestyle and aspirations.
While other brands launched wide catalogs early, Sugar invested time in engineering formulas that built real customer loyalty. Competitors offered a mix of skincare and makeup, while Sugar doubled down on high-performance cosmetics before diversifying. This sharp focus helped the company carve a unique space in India’s beauty ecosystem.
Another differentiator was agility. Digital-first competitors often relied heavily on online sales, but Sugar’s willingness to embrace physical retail early gave it a powerful advantage. It built kiosks and outlets in high-footfall malls, gaining visibility that pure-play online brands couldn’t match. Despite intense competition, Sugar held its ground by being consistent, responsive and deeply connected to its consumer base. In a market where everyone fought for attention through campaigns, Sugar won by understanding what women genuinely needed—and building products that delivered.
13. Growth Milestones and Achievements
Sugar Cosmetics’ journey is marked by steady, disciplined growth. After its launch in 2015, the brand crossed multiple milestones that validated its product quality and market positioning. Its early bestseller, the Smudge Me Not Liquid Lipstick, created strong traction on marketplaces, becoming a gateway product for a large portion of new users. As the online community grew, Sugar expanded into exclusive brand outlets and kiosks. Each new retail space became a signal that the company was evolving beyond digital roots into a national omnichannel presence. Its distribution spread across metros and Tier 2 cities, reflecting how beauty consumption was rising in smaller markets influenced by social media and digital content.
The company also strengthened its presence across major online platforms, including Nykaa and Amazon India. These partnerships accelerated brand visibility and improved accessibility for customers nationwide. Public data highlights strong year-on-year revenue growth, driven by high repeat rates and strong unit economics in categories like lipsticks, eyeliners and face makeup. Sugar also became a staple in influencer content across YouTube, Instagram and makeup tutorials, making it one of the most visible Indian beauty brands online. These milestones weren’t overnight wins. They were the result of intentional scaling, tested products and a consumer-first approach that shaped every decision.
14. Team Structure and Leadership Approach
Behind Sugar’s growth is a team built on agility, focus and deep consumer understanding. The founders, Vineeta Singh and Kaushik Mukherjee, shaped a leadership culture grounded in transparency and execution. The team’s DNA reflects the founders’ early years of manual packing, consumer feedback gathering and building operations block by block.
Sugar’s team structure evolved as the company scaled. Product development became a specialised vertical that worked closely with international labs. Marketing grew into a powerful content and branding unit that kept the brand relevant in digital spaces. Retail operations expanded into a large division managing store performance, training staff and standardising the in-store experience.
Hiring wasn’t solely about expertise. It was about attitude. The founders looked for people who understood the pace and challenges of building a consumer brand in India. The company also leveraged outsourced partners for logistics and manufacturing, allowing internal teams to focus on brand building, innovation and strategy. The leadership approach nurtured cross-functional collaboration. Teams communicated frequently, shared learning openly and aligned their efforts with Sugar’s core mission: creating high-performance beauty products for Indian consumers. This internal culture became a quiet but powerful driver of the brand’s progress.
15. Regulatory, Legal and Industry-Specific Hurdles
As a beauty company, Sugar operates within a tightly regulated space. The industry requires strict adherence to product safety guidelines, ingredient regulations and packaging norms set by Indian authorities. Compliance wasn’t negotiable, especially for a brand that positioned itself on trust and performance. One of the challenges was navigating import regulations when working with international labs and raw material suppliers. Shipping timelines, documentation requirements and quality certifications added complexity to the early manufacturing process. Sugar had to ensure every product met safety standards without compromising formulation quality.
The company also needed to manage labelling requirements, ingredient transparency and testing protocols that aligned with industry norms. As Sugar expanded into offline markets, it faced new layers of regulatory oversight related to retail operations, store licenses and regional compliance. While these hurdles slowed some early product launches, they also ensured Sugar built strong internal compliance systems. Over time, these systems helped the company scale more confidently, knowing its supply chain and product pipeline met India’s stringent safety expectations.
16. Current Status of Sugar Cosmetics
Today, Sugar stands among India’s most recognisable digital-first beauty brands. Its omnichannel presence spans online marketplaces, its own website and app, exclusive brand outlets and mall kiosks across major cities. The brand has become a favourite among millennials and Gen Z consumers who look for long-lasting, bold and reliable makeup. Sugar’s catalog has expanded far beyond lipsticks. It now includes foundations, primers, highlighters, mascaras, eyeliners, eyeshadow palettes, skincare hybrids and application accessories. The brand continues to innovate based on consumer feedback, staying aligned with the evolving trends of India’s fast-growing beauty landscape.
Sugar’s visibility has also strengthened through cultural relevance. The founder’s presence on platforms like Shark Tank India has added a layer of trust and relatability that many beauty brands cannot replicate. Consumers see the founders not just as entrepreneurs but as storytellers who built a brand that speaks their language. The company remains focused on long-term brand building rather than chasing quick wins, reinforcing its position as a durable and meaningful player in India’s beauty ecosystem.
17. Future Outlook
Sugar Cosmetics Case Study shows that the brand’s long-term success hinges on its ability to blend innovation with cultural insight. As India’s beauty market continues to expand, Sugar is positioned to capture new segments, experiment with fresh categories and deepen its offline presence. With rising consumer demand for high-performance cosmetics, the company can continue investing in advanced formulations and new product lines.
The growing popularity of content-led commerce will likely shape Sugar’s next chapter. Interactive tutorials, influencer-driven storytelling and personalised digital experiences will become even more important. As the brand strengthens its D2C channels, it can build deeper consumer relationships and reduce its dependence on external marketplaces.
Sugar’s future depends on sustaining its problem-solving DNA. New competitors will emerge, trends will evolve and customer expectations will shift. But if Sugar continues to build products that reflect India’s climate, tone diversity and cultural preferences, it can stay ahead. From this Sugar Cosmetics Case Study, one message is clear: Sugar’s journey is far from over. With strategic expansion, disciplined operations and a brand identity that resonates deeply with modern India, the company is positioned to remain a defining force in the Indian beauty landscape.
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