# Color Cosmetics Brand Funding Beauty Start-Up Sugar Cosmetics Secures $21m in Funding By Grace Mahas | Published 2021-02-08 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/sugar-cosmetics References: [cosmeticsbusiness](https://cosmeticsbusiness.com/news/article_page/Beauty_start-up_Sugar_Cosmetics_nabs_21m_in_funding/174319) & [in.sugarcosmetics](https://in.sugarcosmetics.com/) [Sugar Cosmetics](https://www.trendhunter.com/trends/sugar-cosmetics-1), the beauty start-up launched by Vineeta Sing and Kaushik Mukherjee, recently secured $21 million USD in funding from the brand’s newest shareholder, Elevation Capital. At closing, the brand has doubled its aviation to $100 million and the new funding will go towards digital and retail distribution in new and existing markets. “In a short period of time, Sugar has done a tremendous job in establishing itself as the go to cosmetics brand for modern day [Indian women](https://www.trendhunter.com/trends/character-cosmetics)," added Mukherjee. "By starting out digital first and obsessing over the needs of their consumers, Sugar has not only developed a playbook to create better products suited for the Indian market, but has also enhanced awareness about various make-up products through its [social media channels](https://www.trendhunter.com/trends/the-pretty)." Image Credit: Sugar Cosmetics ## Trend Insights (Trend Hunter) - Score: 0.8/10 - Popularity: 7% | Activity: 7% | Freshness: 9% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### What Makes This Trend Stand Out - **Digital-first Beauty Brands:** The success of Sugar Cosmetics as a digital-first brand sets a trend for other cosmetic start-ups to focus on digital channels to reach their target consumers. - **Global Expansion of Beauty Industry:** Sugar Cosmetics' targeted expansion into new and existing markets sets a trend for other cosmetic brands to expand globally and tap into new consumer markets. - **Market Segmentation:** Sugar Cosmetics' success in catering to the needs of specialized consumer groups, like modern Indian women, sets a trend for market segmentation in the beauty industry and the creation of tailored cosmetics for specific cultures and demographics. ### Sectors Adopting This - **Cosmetics Manufacturing:** Opportunities for disruptive innovation include investing in digital-first approaches to brand positioning and global expansion, as well as developing specialized products for different cultures and demographics. - **Retail:** Retail businesses can innovate by partnering with digital-first beauty brands to create personalized in-store experiences and expand their offerings into new and diverse markets. - **Investment:** The growing success of digital-first beauty brands like Sugar Cosmetics presents opportunities for investment in the cosmetics industry, particularly in start-ups with innovative digital strategies and global expansion plans. ## Related on Trend Hunter - [South Asia-Influenced Cosmetics Brands](https://www.trendhunter.com/trends/just-b-cosmetic.md) - [Beauty Entrepreneurship Incubators](https://www.trendhunter.com/trends/beauty-entrepreneurship.md) - [Nutrition Brand Investment Rounds](https://www.trendhunter.com/trends/squared-circles.md) - [Naturally Flavored Soda Lineups](https://www.trendhunter.com/trends/something-nothing1.md) - [Indie Hair Removal Brands](https://www.trendhunter.com/trends/sugardoh.md) - [Clean Cosmetic Brand Partnerships](https://www.trendhunter.com/trends/society-brands.md) - [Beauty Innovation Funds](https://www.trendhunter.com/trends/loreals-inclusive-beauty-fund.md) - [Contemporary Asian Cosmetics Retailers](https://www.trendhunter.com/trends/sukoshi.md) - [Canadian Beauty Company Rebrands](https://www.trendhunter.com/trends/vasanti-cosmetics-unveils.md)