Sugar Cosmetics appoints Suchit Sikaria as Chief Business Officer to lead D2C division

Premium beauty brand Sugar Cosmetics has appointed Suchit Sikaria, former Managing Partner of Performics India, as the Chief Business Officer to lead and handle the core Direct to Consumer (D2C) division at Sugar Cosmetics.

An MBA from IIM, Ahmedabad, Sikaria brings more than 14 years of leadership experience in sales, marketing and business operations while working with Performics India (which was formed by the merger of legacy brands Convonix and Resultrix in 2018) and Nokia India prior to that. He brings an additional four years of start-up experience from his own entrepreneurial venture in the food-tech space and is expected to tap into his rich experience of building both a digital startup and India’s largest performance marketing agency.

Vineeta Singh

Vineeta Singh, Co-founder & CEO, Sugar Cosmetics, said, “We are excited to welcome Suchit Sikaria as the new Chief Business Officer for our D2C business at Sugar Cosmetics and are eager to see the magic he creates for the brand. Over the past six months at Sugar, we have aggressively been growing the team and recruiting the sharpest minds that can accelerate the brand’s trajectory — 120+ new team members and we’re not done yet. Suchit’s deep expertise in scaling large-budget performance marketing campaigns for one of India’s largest digital advertising agency will be pivotal to scaling the revenues 5x times in the next three years and cementing the brand’s hold in the D2C market space.”

Founded in 2015, Sugar currently offers 550+ products in makeup and skincare. In addition to Sugar’s international presence in US and Russia markets, Sugar has recently forayed into the Middle Eastern market in an exclusive partnership with the Landmark group and will be retailing their products at Lifestyle Stores across UAE and other countries.

 “I am incredibly excited to start this new journey at Sugar Cosmetics. I have been avidly following the journey of this brand and have been quite inspired by how quickly they have grown and become a cult-favourite among India’s gen Z and millennial women. I look forward to bringing in my experience of the industry and building the brand in to a much larger D2C player; not just in the country, but even globally. I look forward to this new opportunity,” said Sikaria.

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