Celeb beauty brands: Just how many are too many?

Last week, Reliance Retail’s beauty platform Tira announced the expansion of its ‘Own Brands’ portfolio with the launch of ‘Akind’—a skincare brand co-founded by Mira Kapoor (wife of actor Shahid Kapoor). One could make the case that it wasn't a very significant development, especially given Reliance’s spree of brand launches and/or acquisitions in the retail space lately. 

In fact, the Akind launch comes mere weeks after Bollywood actor Deepika Padukone’s skincare brand 82°E struck up an exclusive omnichannel partnership with Tira Beauty. 

There’s also Tira’s archrival Nykaa—which virtually shaped and now leads India’s $20 billion beauty and personal care (BPC) market—which brought Rihanna’s Fenty Beauty to the country in March. Prior to this, in 2022, Nykaa had become the exclusive partner for the India launch of Priyanka Chopra’s hair care brand Anomaly, which also retails globally. 

Fenty Beauty is also the most searched beauty brand online and is available in 150 countries.

Apart from these, a plethora of Hollywood and Bollywood actors, global music stars, athletes, models, and make-up influencers have jumped onto the beauty and personal care bandwagon in the last 5-7 years. They’ve dipped their toes in multiple product categories, including cosmetics, haircare, skincare, facial care, bath and shower, fragrances and deodorants, adding to the $646-billion BPC market globally.