By now, it’s not news that the beauty universe is brimming with celebrity-owned brands. And we don’t just mean mere collaborations for a fragrance or a lipstick. There has been an unprecedented rise in makeup, skincare or haircare brands being founded by some of the most beloved stars. And while the sheer volume of these brands can make one question the efficiency of the products, this trend has shown no signs of slowing down. But before you write celebrity-owned brands off, read the rest of this article.
We’ve listed down a few brands that are here to stay not because they are backed by someone with serious star power but because their products truly deserve spots on your beauty shelf and in your staple routines.
82ºE by Deepika Padukone
One of 2022s most awaited launches, 82ºE reflects Deepika Padukone’s own simple aesthetic. The brand’s mission is to make self-care joyful and effective through the use of hero ingredients that can be considered celebrities in the skincare universe. We’re talking about hard workers like—Ashwagandha, Manjishtha, Turmeric and so many more. These time-tested ingredients combined with some top-notch technology result in products that give your skin some TLC. This holistic and minimalistic approach to skincare is exactly what we need right now.
Recommended product: Ashwagandha Bounce, ₹2,700
Rare Beauty by Selena Gomez
Rare Beauty is about crushing all the unrealistic expectations of beauty and just being your best self. This was the intention Selena Gomez had when she launched the brand in 2020. In a conversation with Harper’s Bazaar India, earlier this year she said, “When I launched Rare Beauty, I knew I wanted it to be more than just a beauty brand. I wanted to change the conversation around beauty and help change the way we talk about mental health.”
While it’s easy to chalk up the success of a celebrity-backed beauty brand to the celebrity’s influence and star power, that is not the case with Rare Beauty. These products do their job without trying too hard and they do it well. It’s why so many of them have reached such altitudes of virality.
Recommended product: Soft Pinch Liquid Blush, ₹2,900
Indē wild by Diipa Büller-Khosla
Founded by influencer and entrepreneur, Diipa Büller-Khosla in 2021, Inde Wild products are formulated with a blend of Ayurveda and chemistry. This brand aims to address the specific needs of South Asian women by focusing harder on our varied skin types, tones, and textures. True to the sustainable beauty claim, the brand has always been transparent about every ingredient they use, right from the first products they launched—its AM Sunrise Glow Serum and PM Sunset Restore Serum.
Recommended product: Moonlight Scalp Serum, ₹1,199
Anomaly by Priyanka Chopra Jonas
To say that Priyanka Chopra Jonas has numerous feathers in her cap would be an understatement. From being Miss World 2000 and one of the most renowned faces in Bollywood, to her NYC restaurant Sona, (and everything else she has achieved in the middle), Chopra has had an inspirational career. In 2021, she added ‘beauty-brand founder’ to her long list of enterprises when she launched her haircare brand Anomaly. This gender-neutral, cruelty free and eco-friendly (all its packaging is made from recycled plastic trash) brand aims at providing quality care for your tresses at a price point that won’t break your bank. Her products are a must-try. You never know they could find a space in your staple routine.
Recommended product: Anomaly Bonding Mask, ₹1,000
Fenty Beauty by Rihanna
Rihanna’s Fenty Beauty launched in 2017 and since then it’s set the bar for celebrity-owned brands very high. It’s an inclusive skincare line that allows everyone to get glowing and (temporarily) flawless skin. From offering a considerably wide range of foundation shades to keeping up with the ever-evolving beauty universe with its unique hybrid (even colour-changing) products, Fenty works hard to deserve a spot in everyone’s cabinet.
Recommended product: Match Stix Color Adaptive Cheek + Lip Stick, ₹3,700