Why some celebrity brands thrive while others fade

December 23, 2025

Reported by AI

From Katrina Kaif’s Kay Beauty to Kusha Kapila’s UnderNeat, celebrity brands are no longer mere side projects. Some scale steadily and build consumer trust, while others fail to move beyond initial launch hype. What drives this divide?

An India Today report highlights how celebrity brands have evolved beyond side projects in the industry. Katrina Kaif’s Kay Beauty has shown steady growth, while ventures like Kusha Kapila’s UnderNeat struggle to sustain post-launch momentum.

The divide stems from innovation versus trend-following, alignment with target audiences, and earning consumer trust. Globally, Rihanna’s Fenty Beauty exemplifies success, and in India, Hrithik Roshan’s HRX and Virat Kohli’s Wrogn have carved niches. Other notable brands include Deepika Padukone’s 82°E, Ranbir Kapoor’s ARKS, and Ranveer Singh’s SuperYou.

Historical cases like Farokh Engineer’s Brylcreem and Gabriela Sabatini’s ventures are referenced, alongside newer ones such as Parul Gulati’s Nish Hair. Published on December 24, 2025, the analysis emphasizes building brands beyond mere celebrity endorsements.

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