Swatching before you shop would be the best way to buy any make-up. With that philosophy in mind, Mumbai-based SUGAR Cosmetics established its first full-fledged retail outlet in the City of Nizam’s last Friday. This is their fourth independent store in India, apart from the 800 kiosks at departmental stores throughout the country. Vineeta Singh, co-founder and CEO, who helms the label along with Kaushik Mukherjee, shares, “Our first-ever mall counter was at Inorbit Mall in Hyderabad more than two years ago. From that day to now, Hyderabad has always been on the top of our list.” Their standalone store at Sarath City Capital Mall not only houses all their latest launches but also provides three exclusive makeover zones, where fashionistas can come, test the makeup, get a makeover done if they want, and then shop for the products that are right for their skin tone.
If you are coming here for the first time, we would recommend that you check out their brand new Mettle Edition, unveiled just in time for the festive season. They have a series of lipsticks that, Vineeta promises, last through the day without drying your lips. That apart, one can take a pick from their coloured eyeliners that come in bold blue and green.
What we liked best about the colour palette we saw at this outlet was that it was an inclusive one. That’s a welcome move for those who have always struggled to find the perfect product — be it foundation or an apt lipstick. “On many occasions, Indian women can’t find suitable shades so their makeup tends to look louder than they would intend it to be,” says the CEO, adding that there are nine shades for those with warmer skin tones and over 22 shades, in general. When we tried it for ourselves at the makeover studio, we noticed that after a few minutes the colour blended well sans any cakey feeling. Their make-up is also created for girls on the go! Hence, the newly launched foundation at the store comes with a built-in brush — for easy application when you are on the move. Don’t forget to check out their metallic hues and maybe also try all of them at the makeover chair to see what suits you best. “It is fascinating to watch the buyers sometimes swatch around 20 lipsticks at a time but finally find the perfect shade in the end. That’s the whole idea behind us coming up with an experiential store,” says Vineeta.
Rs 499 onwards for lipstick.
Pictures: Sathya Keerthi