{"id":6792,"date":"2025-07-28T19:52:00","date_gmt":"2025-07-28T14:22:00","guid":{"rendered":"https:\/\/www.thirdeyesight.in\/?p=6792"},"modified":"2025-10-25T20:01:44","modified_gmt":"2025-10-25T14:31:44","slug":"from-fame-to-fortune-how-celebrity-owned-brands-are-scaling-up","status":"publish","type":"post","link":"https:\/\/myechoproject.com\/TES\/from-fame-to-fortune-how-celebrity-owned-brands-are-scaling-up\/","title":{"rendered":"From fame to fortune \u2014 how celebrity-owned brands are scaling up"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">By Meenakshi Verma Ambwani, Hindu Businessline<br>New Delhi, July 28, 2025<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nykaa said that Kay Beauty, co-founded with actor Katrina Kaif, has crossed the \u20b9240 crore mark in terms of Gross Merchandise Value.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Stars from the tinsel town are donning the entrepreneurial hat to venture into the beauty and fashion business space. Some have even succeeded in growing their brands sustainably, earning big bucks.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Take for instance Skincare brand Hyphen, co-founded by actor Kriti Sanon with Pep Brands, which recently touched the \u20b9400 crore-mark in Annual Recurring Revenues.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tarun Sharma, CEO and co-founder, Hyphen told businessline: \u201cThe brand is witnessing healthy growth rate quarter-on-quarter. In the first year itself, it touched \u20b9100 crore ARR. We had aimed for \u20b9500 crore ARR in 3-4 years and, within two years, we are at \u20b9400crore ARR.\u201d Pep Brands led by Sharma owns mCaffeine and Hyphen.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>The model that works<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sharma believes an operator-led, celebrity anchored model works better. \u201dThe operator can bring in the necessary financial and execution muscle. If a celeb partners with an operator that has deep expertise in the space, then there is huge potential for growth,\u201d he added.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cProduct launches, marketing and distribution are very data-driven at Pep Brands. It guides us on what to launch, when to launch, and how to launch products. That has helped Hyphen in achieving this kind of growth rate. It is by design that the majority of the business of Hyphen is D2C,\u201d Sharma explained.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In May, Nykaa said that Kay Beauty, co-founded with actor Katrina Kaif, has crossed the \u20b9240 crore mark in terms of Gross Merchandise Value. On an earnings call for Q4FY25, Adwaita Nayar, Executive Director, Chief Executive Officer, Nykaa Fashion, said: \u201cKay Beauty is one of the fastest-growing brands on the platform. It\u2019s hit about \u20b9240 crore of GMV. The innovations have been fantastic this year. So, it is quite a premium brand, and I think the consumers are accepting it even at that price point. It\u2019s got great gross margins.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Earlier this year, Reliance Retail Ventures announced that it has decided to acquire 51 per cent stake in Ed-a-Mamma , a kid and maternity wear brand founded by actor Alia Bhatt. According to some reports, Hrithik Roshan\u2019s sportswear brand HRX is a \u20b91,000 crore brand.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Among the recent entrants are Ranbir Kapoor, who has decided to foray in the apparel and accessories space with ARKS. Launched in February, the brand has also launched its first store in Mumbai, followed by a second store in New Delhi and another with Broadway in Hyderabad.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u2018Shift in preferences\u2019<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Abhinav Verma, co-founder and CEO, ARKS, told businessline: \u201cWe are seeing a shift in consumer preferences towards made-in-India brands. We decided to leverage on the strong manufacturing capability that India has to build a brand that is both aspirational and offers value. We are looking to build a \u20b9100 crore brand in the next 3-4 years with a strong omni-channel strategy.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u201cThe success of some of these brands demonstrates that building on consumer relevance and with powerful time-bound execution, celebrity ventures can become significant players in a crowded market. With consumer demand for relatability and digital-first branding on the rise, this segment will definitely grow. However, only brands that offer genuine value to consumers, and not just star appeal, are likely to endure,\u201d said Devangshu Dutta, CEO, Third Eyesight.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>(Published in <a href=\"https:\/\/www.thehindubusinessline.com\/news\/from-fame-to-fortune-how-celebrity-owned-brands-are-scaling-up\/article69864746.ece\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">The Hindu-Businessline<\/a>)<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>By Meenakshi Verma Ambwani, Hindu BusinesslineNew Delhi, July 28, 2025 Nykaa said that Kay Beauty, co-founded with actor Katrina Kaif, has crossed the \u20b9240 crore mark in terms of Gross Merchandise Value. Stars from the tinsel town are donning the entrepreneurial hat to venture into the beauty and fashion business space. Some have even succeeded [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":6793,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[25,708,27,212,249,60,36,37,3,43,44,46],"tags":[927,99,100,283,295,52,758,177,102,696,614,697,600,803,32,145,113,267,926,928,59,191,69,890,887,929,120,931,690,166,678,256,70,930,675,632,932,471,660,659,65,311],"class_list":["post-6792","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-apparel","category-beauty-personal-care","category-branding","category-consumer","category-e-commerce","category-india","category-lifestyle-fashion","category-marketing","category-press-quotes","category-retail","category-soft-goods","category-strategy","tag-arks","tag-brand","tag-brand-building","tag-brand-identity","tag-brand-portfolio","tag-branding","tag-celebrity","tag-consumer-behaviour","tag-consumer-markets","tag-d2c","tag-digital","tag-direct-to-consumer","tag-ecommerce","tag-endorsement-marketing-2","tag-fashion","tag-fashion-brands","tag-growing-brands","tag-growth","tag-hrx","tag-hyphen","tag-india","tag-indian-market","tag-indian-retail-sector","tag-katrina-kaif","tag-kay-beauty","tag-kriti-sanon","tag-marketing","tag-mcaffeine","tag-mergers-and-acquisitions","tag-modern-retail","tag-nykaa","tag-omnichannel","tag-organised-retail","tag-pep-brands","tag-phygital","tag-premium-brands","tag-ranbir-kapoor","tag-reliance","tag-reliance-industries","tag-reliance-retail","tag-retail","tag-technology-2"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - 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