Vineeta Singh, CEO of SUGAR Cosmetics, embodies a leadership style that goes beyond business acumen and market strategy. Her unique approach is rooted in empathy, understanding, and the ability to connect with her team on a deeply human level. In an industry that thrives on aesthetics, sales, and innovation, Vineeta Singh has built a culture at SUGAR Cosmetics that emphasizes the importance of the people behind the products and the sacrifices they make to ensure the brand’s success.
In a recent LinkedIn post, Vineeta Singh shed light on a reality that many often overlook—the hard work and dedication of retail workers, especially during weekends and festivals. While festivals and Sundays with family are a routine for many, for the 3.5 crore individuals working in India’s retail industry, these moments are a rare luxury. Vineeta Singh’s message serves as a reminder that those in retail give up precious time with their families to provide exceptional service to customers, often working through holidays and weekends without the recognition they deserve.
Vineeta Singh’s empathy for her team is not just theoretical; she actively steps into their shoes by working shifts at SUGAR stores on weekends or during festivals. Whether it’s Eid, Independence Day, or a regular Sunday, Vineeta Singh spends time on the retail floor to better understand the daily challenges her employees face. She doesn’t do this for publicity or praise, but because she genuinely “gets it.” As she stated, “I get what they do is hard. I get the price they pay for the work they do.” This personal connection to the work her team does reflects her deep respect for their efforts.
While some might view this as a leadership stunt, Vineeta Singh believes it matters. By working alongside her employees, she demonstrates solidarity and shows that no task is too small, not even for a CEO. She acknowledges the complexities of the retail job—interacting with hundreds of customers, navigating unique needs and preferences, and helping customers find the perfect product in a fast-paced environment. For Vineeta Singh, these moments provide endless learning opportunities, both from her team and from the customers they serve.
One of the most striking elements of Vineeta Singh’s leadership is her willingness to embrace the role of a saleswoman during these shifts. She often finds herself in the position of “fumbling through products,” trying to help customers find the right match. It’s one thing to design and create a lip color in a lab, but quite another to meet a customer with a unique skin tone or specific preferences and guide them to a product that sparks joy. This hands-on experience keeps Vineeta Singh connected to the core of her business—her customers and the people who serve them.
Through her experiences, Vineeta Singh acknowledges that sales is tough, and selling face-to-face to strangers is even tougher. But the toughest challenge of all, in her view, is the sacrifice her team makes by working during festivals and weekends. While many people enjoy shopping with their families on weekends, her retail team is missing out on those same experiences. Vineeta Singh’s post serves as a powerful reminder to show kindness and gratitude to those who work tirelessly in the retail industry, often at the expense of their personal time.
Vineeta Singh’s leadership style is a reflection of the values she has instilled at SUGAR Cosmetics. Her understanding of the sacrifices made by her retail employees demonstrates a deep respect for their dedication. This empathy has not only helped her foster a strong and motivated team but has also contributed to the success of SUGAR Cosmetics in the competitive beauty industry.
Beyond her hands-on leadership, Vineeta Singh is a role model for other leaders in the industry. Her ability to balance the demands of running a successful company with the need to stay connected to her team is a lesson in humility and resilience. She recognizes that it’s not just the products or marketing strategies that make a company successful, but the people who work behind the scenes, often during the times most take for granted.
By sharing her personal experiences on the retail floor, Vineeta Singh brings visibility to an often-overlooked aspect of the beauty industry. Her ability to relate to her employees’ challenges and her willingness to put herself in their shoes speaks to her integrity as a leader. For Vineeta Singh, leading SUGAR Cosmetics is not just about growing the brand—it’s about creating a supportive and understanding environment where everyone feels valued.
In her post, Vineeta Singh extends a thoughtful message to customers: “When you’re out shopping with your family on a weekend next, do remember to be extra kind to those who aren’t getting to spend time with theirs.” This sentiment beautifully encapsulates her leadership philosophy—one that is rooted in empathy, respect, and kindness. As a leader, Vineeta Singh sets an example not just for her team but for customers as well, reminding everyone to recognize the human element in every transaction.
As SUGAR Cosmetics continues to grow and thrive under Vineeta Singh’s leadership, it is clear that her success is driven by more than just business strategy. Her ability to connect with her team, understand their challenges, and lead with empathy sets her apart in the industry. Vineeta Singh’s dedication to her employees and her customers is a testament to her belief that success in business is about more than profits—it’s about people.
In a world that often prioritizes results over relationships, Vineeta Singh reminds us that true leadership is about understanding and appreciating the hard work and sacrifices of those around you. Through her actions and her words, Vineeta Singh continues to inspire not only her team but everyone who encounters her story.
