SUGAR Cosmetics follows Nykaa and Mamaearth’s path, glams up for an IPO

Up until a decade ago, India’s beauty market was dominated by international players. Brands like Maybelline, Revlon, and Loreal, often endorsed by big Bollywood celebrities, were mostly selling fair-skin products. While celebrity endorsements continue, the standard of beauty and make-up demanded by Indian women has gone through a drastic change. And new-age, homegrown brands are listening and catering to those demands. The year 2012-2016 was an