Rapid Fire with Vineeta Singh, Co-founder and CEO at SUGAR Cosmetics

Vineeta Singh, Co-founder and CEO of makeup brand SUGAR Cosmetics needs no introduction. One of the most powerful and self-made women entrepreneurs in India, Singh is an alumnus of IIT Madras and IIM Ahmedabad. 

Rejecting a job offer that promised a whopping Rs 1 crore package, Singh, at the age of 23, took the entrepreneurial route instead. Despite unsuccessful attempts at starting and running an insurance company, a lingerie startup, and a beauty subscription service, she finally tasted success with SUGAR Cosmetics. Founded in 2015, the D2C makeup brand has become a household name today. 

Backed by the likes of L Catterton, Stride Ventures, SAIF Partners, Anicut Capital, RB Investments, and Bollywood superstar Ranveer Singh, Mumbai-based SUGAR Cosmetics has become a cult favourite of millennials and the GenZ population. 

While much has been said and written about her entrepreneurial skills, in a fun and candid conversation for ‘Rapid Fire with YS Life’, Singh gives us a glimpse into her life beyond SUGAR Cosmetics. 

Edited extracts from the conversation: 

YS Life (YSL): If you could change one thing in your journey, what would it be? 

Vineeta Singh (VS): Struggles and failures were definitely a big part of my journey. They made me who I am today, and I would not change that. However, if given a chance to go back, I would definitely have more belief in myself and my capabilities. I spent a lot of my early years in self-doubt, which stopped me from pursuing things I was passionate about. Looking back, I wish I had more faith in myself and my decisions. 

YSL: Your go-to person in life? 

VS: Currently, my eight-year-old son. He is wise beyond his age, and I’ve gotten some of the best life advice from him.

YSL: Three words that best describe you? 

VS: Passionate, emotional, and gritty.

YSL: What’s the golden rule to stay ahead in life and business? 

VS: Do something you love, whether it’s in life or work. Once you find something you’re passionate about, you’ll spend more time doing it. Over time, this will lead you to excel at it, be patient about the outcome, and enjoy the journey. 

YSL: What is the part of your job that you do not like? 

VS: I absolutely love my job. So much so that even if I was not paid, I would still do it! 

However, being a founder comes with difficult situations, where I have to take a hard call on people, which is something I really dislike doing. This involves having painful conversations with someone that doesn’t fit the company culture or role, resulting in separations, which are never easy.   

YSL: If not SUGAR, what would you name your company? 

VS: While brainstorming the name for the beauty brand, we were initially quite keen on Kickass Cosmetics. However, after a survey, we were surprised by the number of people that voted for the name ‘SUGAR Cosmetics’ since they felt like the brand already existed. This feedback cemented the name SUGAR Cosmetics, and we’re glad it did. 

YSL: What is the last app that you have downloaded? 

VS: I’ve recently downloaded an app called ‘Habit Tracker’ that helps me keep track of the daily habits that I want to cultivate further. These habits include waking up early, spending time with myself, reading, and running, among others. While motivation is important, I believe, at the end of the day, it’s the small habits that help determine how far you go. 

YSL: The last book that you have read or the last movie/show you watched and got inspired from? 

VS: I have been reading a book called ‘The Ikigai Journey: A Practical Guide to Finding Happiness and Purpose Japanese Way’ by Francesc Miralles and Hector Garcia. As the name suggests, it has many Japanese concepts involving daily practices, employing new habits, stepping outside your comfort zone, and leading a simple life. It is so full of inspiration. I would highly recommend it.  

YSL: What’s your take on hustle culture? 

VS: Incidentally, ‘hustle’ is a part of the culture at SUGAR Cosmetics, and I truly believe that good things take time and a lot of hard work! However, if it’s forced, and you aren’t passionate about the work you do, it isn’t the right fit. Hustling will only help you grow and become a better version of yourself if you enjoy the hard work.  

I don’t mind it, as long as it isn’t forced, and people get to do what they love.

YSL: Money or fame? 

VS: I would any day pick ‘meaning’ over money and fame. However, if I didn’t have a choice but to choose one of the two, considering I’m a businesswoman and shareholder value matters, I’d have to say ‘money.’

YSL: Two startup founders that you would invite for a retreat? 

VS: I would invite Sara Blakely, Founder of Spanx, and Katrina Lake, Founder and interim CEO of Stitch Fix.

YSL: What five things do you always carry in your handbag?

VS: Apart from my favourite SUGAR Cosmetics Matte as Hell lipstick and Lash Of The Titans Volumizing mascara, I would say my phone, credit card, and house keys. 

YSL: What are the three things you never leave the house without? 

VS: My smartwatch, a credit card for a mid-run coffee, and my go-to sneakers of the day. 

YSL: What is your most prized possession? 

VS: SUGAR Cosmetics!

YSL: The mantra that you live by? 

VS: ‘Life is short—spend it with people you love, doing the things you are passionate about.’