In competitive world of celebrity-led brands; quality key factor for success

Katrina Kaif, Hrithik Roshan and Alia Bhatt’s brands prosper with profits

Salman Khan and Deepika Padukone’s brands suffer with losses

In the competitive world of celebrity-led brands, authenticity and product quality are emerging as key factors for success, while those lacking these elements struggle. Brands like Katrina Kaif’s Kay Beauty, Hrithik Roshan’s HRX, and Alia Bhatt’s Ed-a-Mamma have seen impressive growth, while others, including Salman Khan’s Being Human and Deepika Padukone’s 82°E, are facing significant challenges.

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According to a report by Storyboard18, several celebrity ventures are suffering due to an over-reliance on star power rather than innovation and quality. Salman Khan’s Being Human has struggled in an oversaturated market, and while Deepika’s 82°E saw revenue growth, it continues to report significant losses.

Meanwhile, brands like Kay Beauty and HRX have experienced substantial success. Katrina’s makeup line, in partnership with Nykaa, has over 1.5 million consumers, while Hrithik’s HRX recently surpassed the Rs 1,000 crore revenue mark. Alia’s Ed-a-Mamma, which was recently acquired by Reliance Retail, has seen its revenue grow fourfold.

Experts emphasize that successful celebrity brands build authentic connections with consumers, offering products that meet real needs. Conversely, brands that rely heavily on celebrity presence without delivering genuine value often struggle to maintain their appeal in a discerning market where consumers are increasingly focused on substance over star power.