5 Bollywood celebrity-owned beauty lines that are worth the hype

By Hansa Makhijani Jain

There’s something special about picking up a product crafted by your favourite celebrity – you feel like you’re taking home a piece of them. It obviously hits different than products that are just endorsed by the celebs, as they are involved in the production of these brands as well. Aspirational value aside, brands by these glamazons also attract a lot of attention from a loyal fan base.

However, that can only work in the long run if the products are as great as their founders. So many celeb brands actually fizzle out just a few years after launching.

While many Indian celebrities have forayed into apparel, some of them, especially women, are dabbling in skincare and makeup. Following the footsteps of Rihanna (Fenty Beauty), Jessica Alba (The Honest Company), Kylie Jenner (Kylie Cosmetics), Selena Gomez (Rare Beauty) and others in the West, our desi divas have also plunged into the business.

So it’s only natural we’d be curious about their vegan and cruelty-free lines. Here’s what we think are their standout products that are absolutely worth trying.

Kay Beauty by Katrina Kaif

With Kay Beauty, Katrina has firmly cemented her place in the makeup market with soaring sales and several viral products. In less than a decade, the brand has become a hit with women from different age groups and walks of life. Kay Beauty is hard to ignore. Apart from online visibility, it has a great offline presence in malls and beauty stores as well.

From cushion foundations and eye pencils to stunning eyeshadow palettes, the brand offers a variety of products for every makeup addict. The Intense Black 24H Kajal Eyeliner Duo, ₹999, is a must-try if you love dressing up your eyes. A kajal on one end and eyeliner on the other, it definitely deserves space in the bag.

We also love the Hydra Creme Lipstick, ₹1,099. It comes in 20 Indian skin tone-friendly shades and even had Katrina’s hubby Vicky Kaushal raving about it in a viral Instagram post.

Anomaly by Priyanka Chopra Jonas

In just five years, Priyanka’s hair care brand Anomaly has surpassed the sales of the brands of several other Hollywood A-listers. The ‘clean’ beauty brand was launched with a mission to make haircare sustainable and efficient. It’s packaged in recycled ocean plastics and the formulations steer clear of nasties like mineral oil, phthalates and sulphates.

Surprisingly, the entire range of the former Miss World’s brand is not available in India. But a couple of star products are up for grabs and fetching rave reviews.

We like the Anomaly Gentle Shampoo for All Hair Types with Rosemary & Grapefruit, ₹850, that cleans like a dream but without suds-ing up due to the absence of sulphates. Another bestseller is the Anomaly Refreshing Dry Shampoo with Rice Starch & Tea Tree Oil, ₹850.

82°E by Deepika Paukone

With modern products rooted in time-tested Indian beauty practices, the premium brand was launched in 2021 with just a handful of products. The science-meets-Ayurveda brand is clean and clinically tested.

Our favourite from Deepika’s line-up in the Ashwagandha Bounce moisturiser (₹2,700) that not only hydrates the skin but also fends off harmful environmental stressors. Ashwagandha extracts are made even more effective and absorbable with the help of sodium hyaluronate in the formula.

82°E also offers a couple of products for men. We also love that a lot of the bestsellers are available in easy-to-try minis.

Hyphen by Kriti Sanon

Targeted at young women, the affordable brand has become quite popular in a short time following its launch in 2023. Hyphen lists its chief ingredients on the recycled packaging, much like science-backed Minimalist.

The Golden Hour Glow Serum, ₹649, is a hit with influencers and offers a glowing complexion while combating dark spots and pigmentation. With summer just round the corner, Hyphen’s Ice Dunk Cooling Face Mask, ₹599, is something we’re excited about. A surefire celebrity-approved skin booster is dunking the face in a bowl of ice water in the morning. This product offers the same tightening and depuffing effect in a face mask form – all without the mess.

Akind by Mira Kapoor

Launched in collaboration with Reliance’s Tira Beauty, Mira’s brand is all about protecting and maintaining the skin barrier. Apart from skincare, Akind also offers skincare-infused makeup like lip cremes, and hydrating tints for skin, lips and cheeks.

One of its bestsellers is the On Cloud Nine Lightweight Moisturiser, ₹945, for its superb texture as it gets to work with its probiotics and peptide formula. It’s great to boost hydration without greasiness in the summer. We also like the Take a Shine Lip Gloss Oil, ₹945, enriched with hyaluronic acid, peptide complex and botanical extracts. It marries colour with care without robbing the lips of moisture.

eShe’s beauty editor Hansa Makhijani Jain may as well have been born with a lipstick in her hand. She’s been writing about the beauty biz for almost two decades. Follow her on Instagram.