SUGAR Quoted: Vineeta Singh’s New Podcast With Honest Conversations

India today has over 50 million creators, yet the relationship between brands and influencers is growing increasingly fragile. Questions around control, authenticity, mental health and commercial pressure now sit at the heart of the creator economy. Vineeta Singh, CEO and co-founder of SUGAR Cosmetics, has now launched a new podcast titled SUGAR Quoted. The series opened on December 12 with a candid conversation featuring creator Ankush Bahuguna.

What Is SUGAR Quoted?

SUGAR Quoted is positioned as India’s first behind-the-scenes beauty podcast that moves away from glossy campaigns and trend-led chatter. Instead, it focuses on honest, long-form conversations with people shaping the beauty industry. The debut episode features Ankush Bahuguna and examines how creators navigate influence, identity and brand relationships in an algorithm-driven ecosystem. The podcast also reflects on how beauty content impacts self-image, inclusivity and emotional well-being.

EP 1: The Conversation with Ankush Bahuguna

In the season opener, Ankush speaks openly about the realities of being a male beauty creator in India. The discussion covers the pressure to appear “perfect,” the expectation to stick to a signature look, and the fear of being labelled a “sell-out” when collaborating with brands.

Key themes discussed include:

• The tension between brand scripts and creative freedom
• Why the beauty industry must stop profiting from insecurities
• How men engage with makeup beyond token campaigns
• The emotional resilience required to show up online daily
• Beauty trends that should be left behind in 2025

Ankush also reflects on how makeup became his strongest form of self-expression and why experimentation matters more than aesthetic consistency. The conversation acknowledges that content creation is now a full-fledged career, but one that comes with emotional and psychological costs.

About Vineeta Singh

Vineeta Singh is the CEO and co-founder of SUGAR Cosmetics and a judge on Shark Tank India. An IIT Madras and IIM Ahmedabad graduate, she founded SUGAR in 2015 after earlier entrepreneurial attempts. Under her leadership, the brand has become one of India’s leading cosmetics companies, known for products catering to diverse Indian skin tones. Singh is also recognised for her advocacy around gender equity, entrepreneurship and fitness.

About Ankush Bahuguna

Ankush Bahuguna studied architecture for five years before shifting to writing and content creation. He began his career with comedy sketches and later expanded into lifestyle, travel, skincare and beauty content. He is the first Indian beauty creator to host his own YouTube show and was seen last year in the short film Badboli Bhavna. Today, he is regarded as one of the most influential voices in India’s beauty creator space.