SUGAR POP launches the “Colour Sahi, Transfer Nahi” campaign with Kriti Sanon

Mumbai: SUGAR POP, a part of the SUGAR family of beauty brands and widely popular for its range of high-quality affordable makeup products, announces a collaboration with ace Bollywood actress, Kriti Sanon. The “Colour Sahi, Transfer Nahi” campaign marks SUGAR POP’s debut on television and launches its much-awaited UltrastayTransferproof Lipstick in time for the festive season ahead.

Vineeta Singh, co-founder & CEO of SUGAR Cosmetics announced SUGAR POP’s biggest launch of the year by commenting, “We are thrilled to associate with Kriti Sanon for SUGAR POP’s first ever TV campaign #ColourSahiTransferSahi. Having seen SUGAR Cosmetics scale rapidly in the premium high-performance makeup segment, about 4years ago, we identified a clear whitespace in branded good-quality affordable Colour cosmetic products in India – and that’s how SUGAR POP, a trusted pocket-friendly brand was first conceptualized. Today, this small idea’s sales have defied all expectations to double every year over the last 3 years, driven by great-value products, strong consumer demand, and deep distribution across tier 2 and 3 cities. For something of the magnitude of the SUGAR POPUltrastay Transferproof Lipstick, I know that partnering with Kriti will drive strong adoption across a broader audience while driving our national footprint even deeper,online as well as offline.”

Kriti Sanon, who has captivated audiences with her performances and fashion-forward looks, expressed her excitement about this new collaboration. “I’m thrilled to be part of the SUGAR POP family as we launch the #ColourSahiTransferNahi campaign that encourages young women to be unstoppable and explore their individuality with makeup that is affordable and long-lasting such as the SUGAR POP UltrastayTransferproof Lipstick – a highly-pigmented transferproof formula that STAYS!

It’s the perfect blend of quality, and value, making it a must-have in any makeup collection for the festive season. SUGAR POP’s mission to make high-quality pocket-friendly makeup accessible to young women resonates deeply with me and I am excited to be part of this inclusive journey for women from every part of the country.” 

Co-founder & COO of SUGAR Cosmetics, Kaushik Mukherjee further added, “Kriti Sanon’s natural charm, authenticity, and confidence just made her an irreplaceable fit for the #ColourSahiTransferNahi campaign and we hope you have as much fun trying out the product and watching the ad as much as we had creating both.”

Conceptualized in the post-Covid era by the founders of SUGAR Cosmetics, SUGAR POP was born out of Vineeta Singh and Kaushik Mukherjee’s obsession with adapting SUGARCosmetics’DNA of crafting high-performance makeup products to a more affordable price point. Since its launch in 2020, SUGAR POP has scaled aggressively across online and offline channels to soar past INR 100 Crores in sales within 3 years and continues its growth trajectory.