Sugar Cosmetics expands portfolio with launch of ‘Mettle’

By

Maverick Martins

Published
Aug 2, 2019

Premium beauty brand Sugar Cosmetics has expanded its product portfolio with the launch of its new range of lipsticks, ‘Mettle’.
 

The Mettle collection constitutes of two different highly-pigmented finishes, Sugar Mettle Liquid Lipstick, available in 12 shades and Sugar Mettle Matte Lipstick, available in 10 shades.
 
The company has launched the new brand of lipsticks with a digital ad campaign titled ‘All That Matters Is Mettle’.

Vineeta Singh, CEO, Sugar Cosmetics, in a statement said, “Our idea with Mettle was to go beyond the traditional definitions of beauty and celebrate the beauty of women who have the mettle to dream big and go after their dreams.”
 
Sugar Cosmetics raised around Rs 70 crore ($10 million) in January this year and plans to use the funds to aggressively scale up its offline presence across the country in the coming months.
 
The company currently has two exclusive brand outlets and also sells its products across platforms such as Amazon India, Nykaa and others.