Sugar Cosmetics: Features Bold and Free Taapsee!

SUGAR Cosmetics launches its #BoldAndFree campaign featuring Taapsee Pannu.


Sugar Cosmetics is one of the fastest-growing brands in India, competing with established brands like Lakmé and L’oreal. It was founded in 2012. All the products are manufactured in state-of-the-art facilities across Germany, Italy, India, the USA and Korea. The brand ships its bestselling products across the Lips, Eyes, Face and Nail categories across the world.

The brand has launched its newest campaign #BoldandFree featuring the actress Taapsee Pannu. The campaign is in sync with the brand philosophies of empowering women to be confident and live beyond society approvals.

“Mirror Mirror on the wall when you’ll stop judging us all,” Taapsee asks in the ad. The narrative is to show us to be bold and free. We don’t need the approval of society on how we look or feel. Sugar encourages the consumers and viewers that they don’t need validation from the society to feel beautiful.

“I love how SUGAR is a bold, aspirational yet an accessible brand that caters to vivacious, independent women, creating a varied range of face, eyes, lips and skin products to suit all skin colours and types.” Said Taapsee Pannu about her Collaboration with the Brand. “SUGAR Cosmetics is that versatile hero in the beauty industry!” She added.