SUGAR COSMETICS TAKES MAJORITY IN ENN BEAUTY STAKES

The parent company of Sugar cosmetic, a homegrown brand, Vellvette Lifestyle Pvt. Ltd has now acquired a majority of shares in ENN. It is a natural skin and hair care brand.

Key Takeaways:

• The parent company of Sugar Cosmetics, Vellvette Lifestyle Pvt. Ltd, takes a majority stake in the skincare and haircare brand ENN Beauty.
• ENN Beauty has been known for its authenticity, productivity, and clarity.
• This take was done in line with the many other events happening throughout the beauty brands in the country.
• People are attracted towards individuality and personality in modern times, says Vineeta Singh, CEO of Sugar Cosmetics. 

A beauty brand that has been providing natural products in the skincare and hair care brand, ENN Beauty has Vellvette Lifestyle Pvt. Ltd., the parent company of another skincare brand of India, Sugar Cosmetics, as its major shareholder in the recent changes. ENN Beauty is one of those brands of India which is known for providing well-researched and natural ingredients-induced products to the customers.

Founder of Sugar Cosmetics, Vineeta Singh and Kaushik Mukherjee will be closely working with ENN Beauty’s founder, Nandeeta Manchanda from the takeover over their shareholders. They will be focusing on preparing the brand’s image of being a more accessible and natural brand. This goal will be achievable by applying the simpler and natural beauty hacks found in the ancient recipes and traditions of the country. 

This investment will give new chances and opportunities to both Sugar Cosmetics as well as ENN Beauty to gain scale and expand in both the offline stores as well as online markets. Both the founders will be focused on making strategies in making the online presence of their brands more vivid, popular, and attractive as compared to the other.

The main target of this new scheme will be the Gen-Zs and the millennial, as well as the middle-aged people who are looking for products that will help maintain the essence and tone of their skin to its original texture. Along with this, ENN Beauty’s team will be working in acquiring new clients and target consumers on the digital platforms, including over 50 million beauty lovers and enthusiasts, giving it more than 100 outlets for its products. 

They will be emphasizing the natural essence and originality of their brand’s formula trying to gain new customers. The CEO of Sugar Cosmetics, Vineeta Singh said in an interview about the sudden change in the patterns and demands in the cosmetics industry over the last decade. She also said that in the present time, people look for such brands that show affinity towards the personality and highlight the individuality of a single person through its formula and representation. The times have changed and so will they in their approach towards the beauty markets in both online as well as in-store markets.

It will be interesting to see how this venture will lead towards providing a more suitable beauty brand for the consumers of the country.