Over the past few years, several Indian actresses have stepped beyond films and endorsements to launch businesses of their own. From beauty products and sustainable fashion to wellness and jewellery, celebrity-led startups are becoming increasingly visible in India’s growing consumer market.
With strong social media influence and loyal fan bases, many actresses are now building brands that connect directly with young consumers. In some cases, these ventures have grown into businesses worth hundreds of crores, showing how celebrity entrepreneurship is becoming an important part of India’s startup ecosystem.
Katrina Kaif and Kay Beauty
One of the most prominent celebrity ventures in India is Kay Beauty, launched by Katrina Kaif in 2019 in partnership with Nykaa.
The brand focuses on inclusive makeup designed specifically for Indian skin tones and everyday conditions such as humidity and heat. Its product range includes foundations, lipsticks, eyeliners, compact powders and other cosmetics.
Kay Beauty primarily targets urban women between the ages of 18 and 35 who are looking for high-quality yet accessible beauty products. With strong marketing campaigns and exclusive distribution through Nykaa, the brand quickly built a large customer base.
Industry observers consider Kay Beauty one of the most successful celebrity beauty brands in India, with revenues estimated to run into hundreds of crores.
Alia Bhatt’s Ed-a-Mamma
Actor Alia Bhatt launched Ed-a-Mamma in 2020 as a sustainable clothing brand initially focused on children’s wear.
The label promotes eco-friendly fabrics, nature-inspired designs and environmentally responsible production practices. The idea behind the brand was to create comfortable clothing for children while encouraging awareness about sustainability.
Over time, Ed-a-Mamma expanded beyond kidswear to include maternity clothing and lifestyle products.
In 2023, Reliance Retail acquired a majority stake in the company, giving the brand a significant boost in distribution and visibility. Reports suggested the company was valued at around ₹300-350 crore at the time of the deal.
Priyanka Chopra’s Anomaly Haircare
Priyanka Chopra Jonas entered the beauty business with Anomaly Haircare, a brand focused on sustainable and affordable hair products.
Unlike many celebrity brands that primarily target India, Anomaly was designed for international markets. The products are available in large retail chains such as Target in the United States.
The brand emphasizes clean ingredients, vegan formulas and packaging made from recycled plastic. Its affordability compared to luxury beauty brands has helped it reach a wider customer base.
Within a short period after launch, Anomaly reportedly sold millions of units globally, making it one of the more successful celebrity haircare brands.
Shraddha Kapoor and Palmonas Jewellery
Actor Shraddha Kapoor is associated with Palmonas, a jewellery startup that focuses on affordable luxury pieces designed for everyday wear.
The brand follows an online-first model and relies heavily on digital marketing and influencer collaborations. Its products are particularly popular among younger consumers who prefer lightweight jewellery suitable for casual use.
Palmonas has gained traction in the growing direct-to-consumer jewellery market.
Rashmika Mandanna’s Dear Diary
Actor Rashmika Mandanna launched Dear Diary, a self-care and beauty brand that focuses on skincare and wellness products.
The brand promotes simple daily self-care routines and targets younger consumers, particularly Gen-Z audiences who are active on social media.
While still relatively new, the brand reflects the increasing interest among celebrities in entering the wellness and personal care sectors.
Other Celebrity Ventures
Many other actresses have also launched their own brands in recent years.
South Indian superstar Nayanthara has been associated with Femi9, a feminine hygiene brand that focuses on sanitary products designed to provide safer and more comfortable menstrual care.
Actor Kriti Sanon launched the skincare brand Hyphen, which has seen strong early growth in India’s digital beauty market.
Samantha Ruth Prabhu founded Saaki, a fashion label aimed at working women looking for modern ethnic wear.
Designer and actor Masaba Gupta built the well-known fashion brand House of Masaba, which has gained popularity for its bold prints and contemporary designs.
Other celebrity ventures include Sonam Kapoor’s Rheson, Anushka Sharma’s Nush fashion label, Sunny Leone’s StarStruck cosmetics, Sonakshi Sinha’s nail care brand SOEZI, and Deepika Padukone’s skincare brand 82°E.
Ranking Celebrity Brands by Market Success
Based on market visibility, sales estimates and industry traction, the approximate ranking of some celebrity brands is as follows:
1. Anomaly Haircare – Priyanka Chopra
2. Hyphen – Kriti Sanon
3. Kay Beauty – Katrina Kaif
4. Ed-a-Mamma – Alia Bhatt
5. House of Masaba – Masaba Gupta
6. 82°E – Deepika Padukone
7. StarStruck – Sunny Leone
8. Saaki – Samantha Ruth Prabhu
9. Palmonas – Shraddha Kapoor
10. Dear Diary – Rashmika Mandanna
Ranking Celebrity Brands by Market Success
| Rank | Celebrity | Brand | Sector | Estimated Market Value / Sales | Reason for Success |
|---|---|---|---|---|---|
| 1 | Priyanka Chopra | Anomaly Haircare | Haircare & Beauty | $50M+ global sales | Global retail presence through Target and strong sustainability branding |
| 2 | Kriti Sanon | Hyphen | Skincare | ₹400 crore estimated revenue | Strong D2C marketing and growing demand in India’s skincare segment |
| 3 | Katrina Kaif | Kay Beauty | Cosmetics | ₹300+ crore estimated | Exclusive Nykaa partnership and inclusive products for Indian skin tones |
| 4 | Alia Bhatt | Ed-a-Mamma | Sustainable Fashion | ₹300-350 crore valuation | Backed by Reliance Retail and strong sustainability positioning |
| 5 | Masaba Gupta | House of Masaba | Fashion | ₹200+ crore brand value | Established designer label with strong brand identity |
| 6 | Deepika Padukone | 82°E | Premium Skincare | Growing premium segment brand | Focus on luxury skincare combining Ayurveda and science |
| 7 | Sunny Leone | StarStruck | Cosmetics | Strong online sales | Affordable beauty products with digital-first marketing |
| 8 | Samantha Ruth Prabhu | Saaki | Fashion | Niche fashion brand | Popular among working women seeking contemporary ethnic wear |
| 9 | Shraddha Kapoor | Palmonas | Jewellery | Growing startup brand | Strong Gen-Z appeal and influencer marketing |
| 10 | Rashmika Mandanna | Dear Diary | Beauty & Self-care | Early-stage brand | Focus on young consumers and self-care messaging |
| 11 | Nayanthara | Femi9 | Feminine Hygiene | Emerging wellness brand | Growing demand for safer sanitary products |
Brands with strong retail partnerships, clear product positioning and consistent digital marketing tend to perform better in the competitive beauty and fashion sectors.
The Rise of Celebrity Entrepreneurship
The growing number of celebrity-led brands highlights how India’s entertainment industry is increasingly intersecting with entrepreneurship.
While star power helps attract initial attention, long-term success still depends on product quality, customer trust and effective distribution. As India’s beauty, fashion and wellness markets continue to expand, celebrity entrepreneurs are likely to remain an important part of the country’s consumer business landscape.