The routine not only brought to the fore her easy relationship with Khan, but also took viewers through her list of products for 82°E, positioned as a brand that simplifies skin care.
Padukone is not alone in the world of celebrity beauty brands. Stars such as Katrina Kaif, Karan Johar, Sonakshi Sinha and Priyanka Chopra have all launched their beauty labels in recent years and are tasting success. The trend mirrors the phenomenon in the West where celebrity beauty brands, especially in the US, are big. Indians are making waves there too.
Chopra's Anomaly Hair Care emerged the second-largest celebrity beauty brand in the US this year after Rihanna's Fenty Beauty with sales of 3,560 crore, according to beauty comparison portal Cosmetify. Fenty Beauty had sales of nearly 4,000 crore, Cosmetify said. In India, Chopra has tied up with beauty and fashion retailer Nykaa to sell her products.
Take another label, Kaif's Kay Beauty, which was launched in 2019 in partnership with Nykaa and is among its key brands today.
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