SUGAR Cosmetics launches #BeYourOwnMuse campaign

By

Maverick Martins

Published
Mar 8, 2023

Beauty brand SUGAR Cosmetics has launched the #BeYourOwnMuse campaign to celebrate International Women’s Day.

The campaign which is live on social media sees women speak about a scary insecurity that they’ve felt growing up and give advice to their younger self.

The brand claims that over 1200 influencers have already lent their support to this campaign across social media, sharing videos advising their younger selves to have faith and never doubt themselves.

Commenting on the campaign, Vineeta Singh, co-founder CEO of SUGAR Cosmetics in a statement said, “Today, SUGAR is the makeup of choice for all bold, independent women who defy social expectations. With the #BeYourOwnMuse campaign, we hope to inspire them to have confidence in themselves and not let their doubts hold them back.”

“Women are often made to feel self-conscious and tend to get insecure. In this growing age of social media, it is very easy to get influenced and have the desire to be like someone else. While we may embrace our flaws, sometimes our insecurities can get the best of us. Which is why, drown out the negative opinions of others, and never let anyone tell you that you can't do something, because you, yourself know what's best for you,” she added.

Sugar Cosmetics launched in 2015 as a direct-to-consumer beauty brand has a retail presence in over 500 cities across India. Online, the business retails through its dedicated e-commerce store as well as on multi-brand platforms including Amazon India, Flipkart, and Nykaa.