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We built SUGAR with one belief Indian women shouldn't have to settle. Not for the wrong shade, not for the wrong formula, not for a brand that wasn't thinking about them. Every product we make is our way of saying: you were always the standard.

We started SUGAR because Indian women deserved makeup that was made for them not borrowed from the West and adjusted later. Every shade, every product we create is built to match real Indian skin tones and real Indian lives. Beauty should make you feel powerful, not left out.