Makeup brand Sugar Cosmetics has launched its first ever pre-teen and teen focused line of makeup named ‘Sugar Play’. The new colour cosmetics brand mixes playful shades with formulations made for delicate, young skin.
“Teenagers, now, are more experimentative [sic] with their looks and appearances,” announced Sugar Cosmetics in a press release on August 23. “They have an innate need to express themselves through makeup by giving them relevant choices and a sense of ownership over their makeup needs. To fill this void, Sugar Play steps in as it empowers this cohort to celebrate their individuality and express themselves unapologetically. This range goes the distance to retain the fun aspect of makeup and makes it play-worthy while keeping it safe for usage.”
The makeup range is vegan, alcohol-free, and cruelty-free and is designed to be gentle on young skin. According to the brand, over 80% of Gen Zs are influenced by social media and beauty trends but they have more specific needs compared to older shoppers due to their young and delicate skin. Tapping into a younger age group will open the brand up to a multitude of potential customers.
Sugar Play retails from Rs 399 to Rs 499 on Sugar Cosmetics’ e-commerce store. The range’s maiden collection includes a ‘Sugar Play Power Drip Lip Gloss’ in three shades, a ‘Vibe Check Liquid Lipstick’ in four shades, a ‘High Key Chrome Eyeshadow’ in three hues, and a ‘Be Boujee Powder Blush’ in three colour ways.
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