Sugar Cosmetics, a favorite among Gen Z and Millennial beauty enthusiasts, has introduced a groundbreaking digital campaign, “#GRWS – Get Ready With Sugar.”
This campaign is designed to inspire self-care and confidence, bringing together a diverse set of Indian celebrities who embody individuality and strength. Bollywood star Alaya F, singer and composer Jasleen Royal, actor and singer Sushant Divgikar (known as Rani Ko-HE-Nur), and cricketer Shreyanka Patil each showcase the importance of personal preparation as a powerful ritual in facing the world.
Under the theme “Duniya ke liye ready hone se pehle, khud ke liye ready hona zaroori hai!” (#GetReadyWithSUGAR encourages fans to value self-care as a vital part of any journey. Through an engaging video, the campaign captures these celebrities in their authentic pre-stage moments, revealing how they boost their confidence and focus using Sugar products. The campaign conveys that femininity, leadership, and self-assurance are all intertwined, making self-preparation just as important as outer beauty. Each personality shares their personal “power moments” with the Sugar brand, highlighting the belief that makeup is more than an external addition—it’s an emotional boost that fuels confidence and individuality.
Over the coming months, Sugar will release individual videos featuring each star, giving fans a look into the last-minute rituals that shape their public appearances. These videos will also introduce new Sugar products, tailored to enhance each celeb’s personal style and preferred look, while amplifying the message of self-worth. The campaign’s hashtag #GRWS will dominate social media, featuring on platforms like Instagram, Facebook, and YouTube, as well as in select in-store displays.
Vineeta Singh, co-founder and CEO of Sugar Cosmetics, shared her enthusiasm for the campaign: “I’m thrilled to stand alongside self-made icons like Sushant, Jasleen, Alaya, and Shreyanka in the #GetReadyWithSUGAR campaign. Sugar Cosmetics empowers those who are fearless and unstoppable, recognizing that confidence is built from within. Makeup can be a tool for self-expression, helping people embody resilience, empathy, and the drive to break boundaries. Our mission is to celebrate that journey and to support everyone in their boldest, most authentic self-expression.”
Each star highlighted in the campaign expressed their excitement for a project so focused on individuality and unity. Sushant Divgikar, known for their performances as Rani Ko-HE-Nur, spoke passionately about the campaign’s message of empowerment, saying, “#GetReadyWithSUGAR embodies inclusivity and self-worth, serving as a reminder that each step of preparation is a vital part of any achievement. We want people to embrace the spirit of gratitude, self-expression, and confidence as they prepare to shine.”
Jasleen Royal, another powerful voice in the campaign, expressed that the preparation before stepping into the spotlight is essential: “#GetReadyWithSUGAR is a tribute to every woman’s journey of self-belief. I resonate with the idea of celebrating our own strength before stepping out to inspire others.”
Shreyanka Patil, a rising star in Indian cricket, commented on the importance of self-care in the journey to success: “For me, this campaign is about honoring the hard work behind the scenes. #GetReadyWithSUGAR reminds everyone that every achievement is backed by self-dedication, preparation, and inner confidence.”
Alaya F shared her personal experience of self-preparation, saying, “Being part of this campaign is so fulfilling! I appreciate the message of taking time for yourself, whether it’s through rituals like meditating before a shoot. #GetReadyWithSUGAR captures that beautifully, showing that self-care is part of my journey to bring out my best.”
Kaushik Mukherjee, co-founder and COO of Sugar Cosmetics, expressed how meaningful it was to unite diverse Indian icons for a campaign that amplifies self-worth. “The collaboration with these inspiring personalities serves as a reminder that valuing oneself is essential before taking on the world. Our goal with #GetReadyWithSUGAR is to encourage future generations to approach each opportunity with confidence, embracing their unique strengths with the support of Sugar.”
With Sugar Cosmetics’ #GetReadyWithSUGAR campaign, the brand reinforces that beauty and self-assurance come from within. Through this inspirational message, Sugar invites everyone to celebrate the journey of self-care, nurturing self-worth, and embracing one’s unique identity before stepping into the world.
