Vineeta and Kaushik set out to make beauty accessible for Indian women in 2012 as FAB BAG (beauty and grooming subscription box). On speaking to their users, they realized that there was a bigger gap in product v/s distribution and started building SUGAR in 2016. With a cruelty-free range that is high on style and higher on performance, SUGAR is obsessed with crafting products that are a perfect match for every Indian skin-tone all throughout the year. Over the last few years, SUGAR has become a cult favorite amongst Gen-Z and millennials and is one of the fastest-growing premium beauty brands in the country. SUGAR started out as an internet-first brand and has now expanded its presence to 10,000+ retail outlets across 130+ cities as well.