Face to Face
A Shark of All Times
Five time Shark, and CEO & Co-founder of SUGAR Cosmetics, Vineeta Singh opens up about India’s thriving startup ecosystem, enduring beauty trends, and her impressive fitness regimen. Gearing up to run 42 kms on the Great Wall of China this May, she says staying fit has made her a better entrepreneur.
An alumna of IIT Madras and IIM Ahmedabad, you rejected a high-paying job offer to become an entrepreneur – what was the inspiration?
I actually started my entrepreneurial journey in 2007 when I rejected a high-paying campus offer at IIM Ahmedabad. I was not sure about the inspiration, but yes I always knew I wanted to build something of my own. At 23, I also completely underestimated how hard that was going to be.
Was SUGAR Cosmetics your first venture? And what made you choose the beauty cosmetics sector?
SUGAR was not my first venture. After two failed attempts, I started Fab Bag in 2012, a beauty subscription service for busy women. Two years in, I realised the real gap was not discovery, but lack of products suited for Indian skin tones and specific weather conditions. Though I had to bring down Fab Bag, that was also the birth of SUGAR Cosmetics, with the aim to solve that exact problem statement. Each of our products is especially designed for the Indian skin tone, and yes, our consumers are loving the shift.
What would you say is the core philosophy of your business that has helped you stay ahead of the curve?
Trends change fast, but quality and value do not. If your product truly works for the Indian consumer and is priced right, it stays relevant. We focus less on chasing trends and more on solving real consumer needs, and this has helped us stay relevant always.
At a time when all aspects of our lives are being remodeled with the use of technology and AI, what are the big changes you see in the industry?
Technology is omnipresent and all sectors stand to benefit from it. Even in the beauty sector, technological enhancement has brought in clarity and speed. Our mantra has been – to be very clear about who we are as a brand, and we make it a point to execute faster than everyone else. This combination is what has kept us going. We have already adapted a lot to this shift. Nearly 20 percent of our business now comes from products delivered in under 20 minutes. Across product, marketing, and customer service, AI is improving speed and accuracy. Over the next year, this will only accelerate.
You have been a Shark for all 5 seasons - tell us about your experience at Shark Tank and the businesses that you see coming in.
I have been fortunate to be part of all five seasons, and each season of Shark Tank is getting better than the other. Entrepreneurship in India has gone from being seen as risky to being aspirational. You can see that shift in the quality of businesses as well. Today, we see profitable companies, strong fundamentals, and founders thinking long term. I truly believe that we will see many Shark Tank IPOs in the years to come.
What are the key points that you take into consideration when you decide to invest in a business?
There are many factors that come into play when one decides to invest in a business. First is the founder-market fit. Building a business takes years, and founders who are deeply aligned with their space tend to last longer. Second is product market fit. I strongly believe founders should not raise capital before they find the right fit. These two factors are sacrosanct.
How has being in Shark Tank shaped your perception of the startup ecosystem of India?
The venture ecosystem is still quite concentrated in metros and 90% of funded businesses still have only male founders, but entrepreneurship in India is not so homogenous. On Shark Tank, we see founders across ages, geographies, and backgrounds. 40% of the pitchers are women. This diversity gives me a lot of optimism that in a country like India where opportunity is everywhere, entrepreneurship will truly be the great equaliser.
Tell us a little about your much talked about fitness regime. How and when did your fitness journey begin?
Fitness is not something that is new to me, and over time it has become non-negotiable. Wherever I am or however busy I might be, I steal some time out for exercise or a quick run. I ran my first marathon at 23 while I was still a student. What started as a little challenge became a way of life as I realised that staying fit made me a better entrepreneur and eventually also a better parent. Today, apart from running marathons, I lift weights and also do pilates.
How many hours of workout do you manage to put in on a daily basis? And your fitness tips for busy professionals.
My daily average workout time is 40 minutes a day. It does not sound like much, but I’ve seen the consistency over years compound. My biggest advice is to find a fitness activity you find joy in. The key is to start small, be consistent and ensure it does not come at the cost of 7 to 8 hours of sleep everyday.
Being in the beauty business, what is your not-to-miss daily beauty routine?
My non-negotiables are sunscreen during the day, and a proper cleanse followed by moisturising at night. I try to keep a lip balm, an eyebrow definer and a mascara handy, and on days I need some mood lifting, I just add a red lipstick to my look!
My daily average workout time is 40 minutes a day. It does not sound like much, but I’ve seen the consistency over years compound
How has SUGAR Cosmetics changed the way girls do their makeup?
We have tried to make makeup more about self expression and less about perfection. It is not about looking like someone else. It is about owning who you are and having fun with it.
How do you spend your leisure time?
I have two young boys, so most of my free time is spent playing sports like badminton, pickleball and also board games with them.
Are you an impromptu traveller, or do you like planned itineraries?
I plan trips well in advance because my schedule gets packed otherwise. But once I am there, I like to keep things flexible and explore freely, often on foot or while running. Early morning runs to discover popular monuments without the long queues is my favourite travel hack
Rapid Fire
Makeup trends 2026
Less is more, and red lips are back
Running or workout
Running for the mind, strength for the body
Power breakfast
Lots of eggs and an avocado sandwich
Last read
‘The Obstacle Is the Way’ by Ryan Holiday
Travel goal 2026
Running 42 kms on the Great Wall of China this May
