SUGAR POP Launches “Colour Sahi, Transfer Nahi” Campaign with Kriti Sanon

SUGAR POP, a prominent brand under the SUGAR family, has launched its new campaign titled “Colour Sahi, Transfer Nahi,” featuring Bollywood actress Kriti Sanon. This marks SUGAR POP’s debut on television and introduces the highly anticipated Ultrastay Transferproof Lipstick, perfectly timed for the festive season.

Founded in 2020 by Vineeta Singh and Kaushik Mukherjee, SUGAR POP aims to provide high-performance makeup at affordable prices. Since its inception, the brand has rapidly scaled, surpassing INR 100 Crores in sales within three years, demonstrating significant growth in both online and offline channels.

The campaign’s television commercial showcases Kriti Sanon effortlessly highlighting the lipstick’s transfer-proof qualities. In the ad, she surprises her mother, stresses her date, and playfully interacts with her best friend’s makeup, all while confidently flaunting the new product. The aim is to create widespread awareness for a product that has been in development for over 18 months.

Kriti Sanon expressed her enthusiasm for the collaboration, stating, “I’m thrilled to be part of the SUGAR POP family. The #ColourSahiTransferNahi campaign encourages young women to explore their individuality with affordable, long-lasting makeup. The SUGAR POP Ultrastay Transferproof Lipstick is a must-have for the festive season, blending quality with value.”

Vineeta Singh, co-founder and CEO of SUGAR Cosmetics, commented, “We are excited to associate with Kriti Sanon for SUGAR POP’s first TV campaign. Our journey began by identifying a gap in the market for affordable, high-quality cosmetics, and today, we have exceeded sales expectations, doubling year over year.”

Kaushik Mukherjee, co-founder and COO, added, “Kriti Sanon’s authenticity and confidence make her a perfect fit for the #ColourSahiTransferNahi campaign. We hope consumers enjoy trying the product as much as we enjoyed creating it.”

SUGAR POP leverages the expertise of SUGAR Cosmetics to offer a diverse range of over 200 SKUs across various beauty categories. With a strong presence in 50,000+ retail outlets across Tier 2 and Tier 3 cities, the brand is committed to making quality makeup accessible to beauty enthusiasts nationwide.

The launch of the Ultrastay Transferproof Lipstick sets a new standard for affordable, high-quality makeup in India, further solidifying SUGAR POP’s position in the competitive beauty market.