For celebrities in the West to have their own brands and successful entrepreneurial ventures is not a new or lesser-known fact. From Rihanna’s Fenty Beauty and Jennifer Lopez’s JLo Beauty, to Ryan Reynolds co-owning Aviation Gin and George Clooney’s Casamigos tequila, the list is long and successful. The brands are not only an extension of the celebrities’ aesthetics and beliefs, they are also high-performing.
Closer to home, many of our stars back successful brands as well. Our very own Indian celebrities too have their own clothing and beauty brands which we are absolutely loving. So, here’s a round-up of celebrity brands that you can shop from.
82°E by Deepika Padukone
The newest addition to the celebrity beauty brand block, Deepika Padukone’s 82°E is all about wellness and self-care. Launched in 2022 and with a name inspired by 82°30' East, the standard meridian that passes through India, everything about this brand highlights homegrown. They amalgamate the use of traditional herbal ingredients with modern science to give high-performance products.
“With 82°E, I hope to inspire us all to connect with our truest, most authentic selves through consistent and humble self-care practices. The first step in that direction is our range of skincare products that have been rigorously sourced, carefully crafted and clinically tested so you can build simple, joyful and effective everyday rituals to care for the health of your skin,” says co-founder Deepika on the brand’s website.
The brand has five products that you can shop and they are enough for a skincare routine — Lotus Splash cleanser, the recently launched Gotu Kola Dew toner serum, Ashwagandha Bounce moisturiser, Patchouli Glow sunscreen drops and Bakuchiol Slip face oil.
Ed-a-Mamma by Alia Bhatt
Launched in 2020, this brand is Alia Bhatt’s initiative to create sustainable clothing for infants and children, and most recently maternity wear. The actress strongly believes in the need to protect the earth, and her brand ethics are rooted in creating clothing that is eco-friendly and cool. They make clothing with quirky prints for kids using all-natural fabrics, non-toxic dyes and plastic-free buttons. All fabric scraps are recycled to make cloth pouches and other accessories, and with every purchase you get a seed ball as the brand urges parents and their children to step outside and plant trees.
On her brand’s website, Alia says, “Ed-a-Mamma combines two things I care deeply about: Our planet and our children. So I decided to create a world that nurtures in children, a love of nature knowing fully well that they will look after what they love. And I plan to do this with what I know best: telling stories. Everyone loves a good story. And at Ed-a-Mamma that’s what we do, tell stories.”
A fun fact about the brand’s name, that the actress revealed in an interview, is that 'Ed-a-Mamma' is inspired from her pet cat Edward and the fact that she is his Mamma!
Kay Beauty by Katrina Kaif
In 2019, actress Katrina Kaif took her love for makeup a step further and founded her very own beauty brand, Kay Beauty. Since then, the brand has been loved and appreciated by makeup artists, influencers and makeup lovers for the variety and high performance of its products.
Katrina’s love for makeup stemmed from her experimenting with her own looks as she did a lot of her own makeup for the films she was a part of.
The tagline of the brand ‘It’s Kay to Be You’ is the essence of the brand, urging everyone to be unapologetically themselves. With a partnership with Falguni Nayar, CEO and founder of Nykaa, Kay has been extremely successful. Their clean beauty products are priced incredibly well for the pocket and the range is huge — cream blushes, nail lacquers and lipsticks, bold eyeliner liquids, eyeshadow palettes, colour correctors and more, there’s something for everyone.
Arias by Lara Dutta Bhupathi
Vegan, cruelty-free, good for you and the planet — what more does one want from a skincare brand? In 2019, former Miss Universe Lara Dutta Bhupathi created a brand that brought together effective products and natural ingredients at an affordable price.
“True beauty is when you celebrate yourself every single day,” says Lara Dutta on her brand’s website.
The two ranges for skincare — classic and pumpkin — with products like toners and face masks along with a range of newly launched fragrances, are worth a try!
HRX by Hrithik Roshan
Started in 2013, Hrithik Roshan’s HRX was one of the first celebrity brands in the country. Fitness is synonymous with the Bollywood actor, and his brand is also all about fitness. The range of products brings together almost everything you might need on your health journey, from sportswear and athleisure, to gym equipment, nutrition, and even bicycles. Over time, the brand has also built a large community.
They also host various activities — you can enrol for workout sessions and even take part in the marathon that they are hosting next month.
House of Pataudi by Saif Ali Khan
When a brand is launched by erstwhile royalty, how can one expect anything less than the regal? House of Pataudi, that Saif Ali Khan co-owns with Myntra, is quite the extension of not only the actor’s own style but also a nod to his royal heritage. Launched in 2018, it has ethnic wear that is not only comfortable but extremely stylish and affordable. The range also features footwear and home accessories — so you’ll be dressing, walking and living with royal-inspired things. If you’re looking for a touch of nawabi, this is the brand to go for!
