Celebrities becoming the secret ingredient in beauty business

Stars launching their own brands, becoming faces of business as well

- VAISHALI DAR New Delhi, February 18

SOCIAL MEDIA THESE days is abuzz with a video of actor Deepika Padukone taking Pathaan co-star Shahrukh Khan through a holistic skincare routine for her skincare brand 82°E.

She shares some tips and tricks on skincare, introducing a revitalising toner serum called Gotu Kola Dew, with properties of gotu kola and niacinamide.

Showbiz is all about looking good. But when celebrities turn entrepreneur-cum-investors, endorsing their own products, it doubles the power of the brand, capturing the consumers' attention.

Hot on the trail of success stories in the past decade, such as Rihanna's Fenty Beauty, launched in 2017, Selena Gomez's Rare Beauty, Kylie Jenner's Kylie Cosmetics, Miranda Kerr's KORA Organics, India, too, has witnessed a rise of celebrity-owned or invested beauty brands.

Last year, Sonakshi Sinha launched SoEzi, Deepika Padukone founded 82°E and Priyanka Chopra launched hair-care brand Anomaly. Katrina Kaif is in partnership with multi-brand beauty retailer Nykaa since 2019 for her brand 'Kay Beauty', while Alia Bhatt invested in IIT Kanpur-backed D2C startup Phool in 2021 and Shilpa Shetty Kundra is one of the early-stage investors in Mamaearth, just to give a few examples of celebrities who have made a mark in the beauty sector.