India, July 28 -- When it comes to the beauty products in the Indian market, the landscape had been dominated by cosmetics majors for decades till the arrival of ecommerce and direct-to-consumer (D2C) selling. Nowadays, it's impossible to ignore the power of D2C brands in the beauty space - the likes of Mamaearth, Nykaa, WOW Skin, Plum, and SUGAR Cosmetics are fast becoming the go-to options for consumers in metros and Tier 1 and 2 cities.

Founded in 2015, with just two products - a black kajal or kohl and a black matte eyeliner - SUGAR has expanded its product portfolio to 450 stock keeping units (SKUs) today. So how did SUGAR grow into one of the most recognizable brands in the country in just five years?

The SUGAR Journey From FabBag...