{"id":7002,"date":"2026-06-08T11:31:00","date_gmt":"2026-06-08T06:01:00","guid":{"rendered":"https:\/\/www.thirdeyesight.in\/?p=7002"},"modified":"2026-06-09T11:47:47","modified_gmt":"2026-06-09T06:17:47","slug":"celebrity-isnt-always-a-sustainable-brand-asset","status":"publish","type":"post","link":"https:\/\/myechoproject.com\/TES\/celebrity-isnt-always-a-sustainable-brand-asset\/","title":{"rendered":"\u2018Celebrity isn\u2019t always a sustainable brand asset\u2019"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>Arushi Jain, The Times of India <\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">8 June 2026 <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Their faces have launched many campaigns and brought crores to the film industry. But can they sell a moisturiser as successfully? India\u2019s beauty market is the hottest growth story globally, estimated to reach $40 billion from $23 billion (2026) and eyeing the fourth-largest spot by 2030 (currently at number seven).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Last month, Est\u00e9e Lauder announced the buyout of Forest Essentials, one of India\u2019s oldest, Ayurveda-based brands. In 2025, Hindustan Unilever acquired five-year-old skin and hair care brand, Minimalist. A 2025 McKinsey &amp; Company x Business of Fashion survey found that 78% of global beauty executives see India as the most promising growth market. Even celebrities have shown up with chequebooks, but fans are no longer buying at face value.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">While Hailey Bieber\u2019s Rhode built a cult following through what she calls an \u201coutside of the box\u201d strategy, Deepika Padukone\u2019s 82\u00b0E reported a 30% revenue dip in FY25. Nykaa is in talks to acquire a stake in the brand.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">India\u2019s consumer has evolved faster than the brands serving them. They are reading labels now, not just recognising famous faces on packaging. Star power, it turns out, only gets you so far.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Fame gets you in the door. Formulation keeps you there<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If a celebrity is the invitation to the party, formulation is what keeps the guest at the after-party. Despite India\u2019s celebrity beauty segment crossing an estimated `5,000 crore in GMV in FY24, scale has not translated into customer retention. The initial spike, familiar to anyone who has tracked a celebrity launch, gives way to an uncomfortable question: what brings a customer back?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u201cCelebrity isn\u2019t necessarily a sustainable brand asset,\u201d says Devangshu Dutta, CEO of retail consultancy Third Eyesight. \u201cWhile celebrities can act as interest-creators and trial-generators, repeat purchases are built on functional reasons, not imagery alone.\u201d<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Founders echo the same reality from the ground. \u201cHonestly, people come back for what works,\u201d says Aashka Goradia Goble, co-founder of REN\u00c9E Cosmetics. \u201cIf a product performs well, feels easy to use, is priced right, and becomes part of someone\u2019s everyday routine, they\u2019ll keep reaching for it.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Price, too, remains a decisive filter. Sunny Leone, founder of StarStruck, says, \u201cIn India, price is the main component.\u201d The journey from first purchase to loyalty is driven by habit, and habit, in beauty, is built on results.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Positioning over popularity<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The gap between a viral campaign and a repeat purchase is wider than most A-listers realise. Brand guru Harish Bijoor locates the problem in what he calls the \u201cspinal cord\u201d of a brand: a single, clear positioning that holds the entire business together.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Rihanna\u2019s Fenty is inseparable from its commitment to shade inclusivity. Kylie Jenner\u2019s Kylie Cosmetics was built around one obsession: lips. \u201cIt is extremely important to understand what you want to be and focus on just one thing and not on everything,\u201d Bijoor says. That clarity is precisely where most Indian celebrity beauty brands are still finding their footing.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The old playbook: launch a brand online, wrap it in the language of \u201cclean\u201d or \u201cnatural,\u201d and wait for a global conglomerate to come calling has run its course. Today, strategic buyers and consumers alike want a brand that can stand on its own. The question is no longer whether a celebrity can generate awareness. It is whether the brand they have built can survive them.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>What the labels that last have in common<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The brands breaking through are doing so quietly and methodically. In a category where fame can spark interest but not always guarantee repeat purchase, Katrina Kaif\u2019s Kay Beauty, launched with Nykaa in 2019, has emerged as one of celebrity beauty\u2019s more consistent success stories.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>The main reason is less about star power and more about strategy. \u201cIf you contrast Kay Beauty and 82\u00b0E (Deepika Padukone\u2019s brand), Kay Beauty has two distinct advantages,\u201d says Dutta. \u201cFirstly, being priced for a much larger audience, and secondly, having the active participation of Nykaa across channels in terms of merchandising and visibility push for the brand.\u201d<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nykaa is candid about what made the difference. \u201cWhen we co-created Kay Beauty with Katrina, shade ranges and formulations designed for Indian skin tones and climate were severely limited,\u201d a spokesperson shares, adding that the celebrity association \u201camplified the brand rather than substituted for it.\u201d The strategy appears to have paid off: Kay Beauty is now a \u20b9500 crore-plus annualised GMV brand, with new launches contributing 21% of revenue as of Q3 FY26.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Why Indian skin demands more than a famous name<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For Indian celebrity brands, the challenge is not just performance; it is perception. \u201cDomestically, we see the mentality for buyers is to look at international brands first based on trust, and then try domestic brands based on lower price value,\u201d says Leone.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Indian consumers are also highly specific in what they expect. According to market research firm Mintel, shoppers are increasingly drawn to formulations that are clinically tested and grounded in both science and local familiarity. Products must perform in Mumbai\u2019s humidity and Delhi\u2019s pollution and suit the full spectrum of Indian skin tones.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cIndian consumers love products that do more than one job, last long in our weather, and actually match Indian skin tones,\u201d says Goradia. They are cautious spenders, she adds, but willing to invest when they see real quality and innovation.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nykaa says this ingredient awareness is now visible across the country, not just metros. \u201cConsumers are reading about niacinamide and retinol, they know what they want from a sunscreen, and are making considered purchase decisions. Brands need to earn their place on merit in every market,\u201d says the spokesperson. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u201cA brand that addresses these needs well and remains within the customer\u2019s budget succeeds,\u201d says Dutta.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Gen Z will drive 50% of India\u2019s beauty consumption by 2030<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">By 2030, Gen Z will drive 50% of India\u2019s beauty and personal care consumption, a third of all sales will happen online, and per capita income is forecast to rise 138% in real terms by 2040, according to Euromonitor. Nykaa founder and CEO Falguni Nayar told Bloomberg that comparing India\u2019s beauty routines to South Korea\u2019s famed 14-step regimens is premature, \u201cIt is still day zero for beauty consumption in India.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The global conglomerates have done the math. Est\u00e9e Lauder, L\u2019Or\u00e9al, and Puig are all moving deeper into India, betting on a consumer who is younger, more digitally fluent, and more ingredient-literate than any previous generation. The brands they are acquiring, Forest Essentials, Minimalist, Kama Ayurveda, share a common thread: They are built on something that exists independently of a famous face. \u201cThis is an industry that is very crowded and takes a lot of time to grow,\u201d says Leone. \u201cWestern brands focus on global distribution and profit and loss. Not just turnover at a loss.\u201d The celebrities who will build something lasting are the ones who understand that the launch is the easiest part. As Bijoor puts it: \u201cCelebrity beauty is not skin deep at all. It is a deep brand science.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>(Published in <a href=\"https:\/\/timesofindia.indiatimes.com\/life-style\/fashion\/buzz\/celebrity-beauty-brands-katrina-kaif-kriti-sanon-rihanna-fenty-deepika-padukone\/articleshow\/131484559.cms\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">The Times of India<\/a>)<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Arushi Jain, The Times of India 8 June 2026 Their faces have launched many campaigns and brought crores to the film industry. But can they sell a moisturiser as successfully? India\u2019s beauty market is the hottest growth story globally, estimated to reach $40 billion from $23 billion (2026) and eyeing the fourth-largest spot by 2030 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":7003,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[708,27,212,249,265,746,625,60,36,235,62,37,3,131,43,46],"tags":[623,99,100,168,283,52,561,758,845,889,803,879,32,145,1025,250,860,836,113,745,744,59,191,69,164,838,861,890,887,782,864,166,678,674,200,1026,65,628,1027],"class_list":["post-7002","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-beauty-personal-care","category-branding","category-consumer","category-e-commerce","category-entrepreneurship","category-fmcg","category-health-wellness","category-india","category-lifestyle-fashion","category-luxury","category-market-research","category-marketing","category-press-quotes","category-product-development-and-design","category-retail","category-strategy","tag-beauty","tag-brand","tag-brand-building","tag-brand-evangelist","tag-brand-identity","tag-branding","tag-celebrities","tag-celebrity","tag-cosmetics","tag-deepika-padukone","tag-endorsement-marketing-2","tag-estee-lauder","tag-fashion","tag-fashion-brands","tag-fenty","tag-fmcg","tag-forest-essentials","tag-gen-z","tag-growing-brands","tag-hindustan-unilever","tag-hul","tag-india","tag-indian-market","tag-indian-retail-sector","tag-international-brand","tag-k-beauty","tag-kama-ayurveda","tag-katrina-kaif","tag-kay-beauty","tag-korea","tag-minimalist","tag-modern-retail","tag-nykaa","tag-personal-care","tag-pricing","tag-puig","tag-retail","tag-skincare","tag-sunny-leone"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - 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