Why even Bollywood's biggest names can’t guarantee beauty brand success

New Delhi: India’s beauty and skincare market is booming, and celebrities are rushing in, hoping their fame will translate into consumer loyalty. From skincare to colour cosmetics, stars are launching their own lines, positioning themselves as entrepreneurs rather than just endorsers. 

Brands like Kriti Sanon’s Hyphen, Zareen Khan’s Happy Hippie, Deepika Padukone’s 82°E, Priyanka Chopra Jonas’ Anomaly, Lara Dutta’s Arias, Masaba Gupta’s Lovechild, Mrunal Panchal’s Mrucha Beauty, and Katrina Kaif’s Kay Beauty are riding this wave.

The industry itself is vast and growing rapidly. “The colour cosmetics industry is booming globally. By 2030, it’s expected to reach $1 trillion, up from $77 billion today. In India, the market should hit $13–15 billion by 2030–2032,” Rumi Ambastha, Vice-President Marketing at Mila Beauté, underscored the scale.

The appeal is obvious; celebrity-led brands immediately attract attention and social media visibility. But in a crowded and competitive market, attention does not equal connection. While celebrity power opens doors, it does not automatically ensure long-term success.

“With almost every celebrity turning into a brand owner or associating with labels built around the same acids and actives, campaigns are starting to feel chemically repetitive. As a consumer, how can I truly connect if everything looks and sounds the same, even if it is the brand of my favorite celeb? That’s the real challenge,” Seethala Karipineni, Founder of Saka Organics, cautioned.

“Celebrity associations may get attention, but connection comes from credibility and consistency. If everything is built around the same acids and claims, consumers are left confused. That way, the connection is built not on a celebrity face but on trust and clarity,” She added.

Rumi Ambastha, Vice-President Marketing at Mila Beauté, emphasised the importance of alignment and authenticity. “International brands were once aspirational because they weren’t available here. Now, global players like H&M are entering India’s beauty market. Celebrity-led brands like Selena Gomez or Katrina Kaif succeed when their story aligns with the product, when it feels authentic, relatable, and aspirational. Conversely, celebrity endorsement alone doesn’t guarantee success, as seen with some failing ventures,” Ambastha added.

The trend of celebrities entering the beauty space is unlikely to slow down, but the cautionary voices highlight a critical reality: star power alone cannot sustain a brand. In a market where consumers are savvy, discerning, and increasingly sceptical of hype, long-term success will depend on credibility, clarity, and consistent product experience.

“Ultimately, the core of a brand should focus on solving a real consumer problem and establishing trust. Consumers are not naive. They research, check reviews, and verify claims before purchasing. Whether it’s a new or legacy brand, consumers demand authenticity. Sprinkling ingredients just for trendiness is easily noticed and won’t work,” said Ambastha.

As India’s beauty and colour cosmetics sector continues to expand, celebrity-led ventures will likely keep proliferating. Yet only those that combine star appeal with genuine product innovation, credibility, and transparency are poised to build lasting connections with discerning consumers. In this landscape, stardom may open the door, but trust, clarity, and authenticity will determine who stays inside.