It was a post-Covid wave that several celebrities, especially actresses launched their own line of beauty products In India. This was also based on similar international trends.
Katrina Kaif launched Kay Beauty color cosmetics in partnership with Nykaa. The line is famous for its inclusive shade ranges and high-performance formulas.
Deepika Padukone launched 82*E luxury skincare which blends Indian ingredients with modern science. Nykaa is reportedly in talks to acquire a majority stake.
Kriti Sanon, on the other hand launched Hyphen, a budget skincare focused on clean, effective, and simplified skincare routines.
Priyanka Chopra Jonas has launched global, eco-friendly haircare brand under the name Anomaly focusing on sustainable packaging and clean ingredients.
Nayanthara, known as the “Business Queen,” she has a diversified portfolio in beauty and hygiene with the launch of The Lip Balm Co. / 9Skin, a range of Skincare & Lip Care.
Kareena Kapoor Khan in association with SUGAR Cosmetics launched Quench Botanics, a range of Skincare which focuses on Korean-inspired skincare tailored for Indian skin.
Shilpa Shetty has been a long-time investor and brand ambassador for Mamaearth, which went public following its massive success in the “toxin-free” segment.
Parineeti Chopra has also been an investor in Clensta, a brand focused on sustainable personal care and waterless technology.
Internationally, several celebs have their own line too.
Lady Gaga owns Haus Labs, a high-tech makeup range projected as as a “clean, science-backed” brand with its Triclone Skin Tech Foundation is currently a top-rated product globally.
Rihanna owns Fenty Beauty, a range of beauty cosmetics is considered the gold standard for inclusivity. She remains a billionaire primarily due to her 50% stake in this venture with LVMH.
Yet, most of the Indian celebrities have not made enough revenues from their ventures compared to their global peers.
Industry experts say these were mere indulgences to boost their public imagery and were never meant to earn big bucks.
The latest on the block is 82*E by Deepika Padukone, who is married to Dhurandhar actor Ranveer Singh.
On one hand, several celebrities in India are trying to create their own line of products and build a business empire such as the one created by Rihanna.
This was a trend which was missed by the top heroines and actresses of the 90s and 2000s who instead posed for global cosmetic brands such as Lakme, Maybelline and more.
The younger crop of celeb-turned entrepreneurs have indeed entered uncharted waters of creating their own lines.
However, due to the lack of appropriate marketing, sales and distribution, especially with the lack of a clear Strategy, these brands and businesses have not been able to scale up and succeed.
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