Are Consumers Tired Of Celebrity-Owned Brands

Celeb-owned brands are oversaturating the market and only ones with never-heard-before USP are able to make an impact

- Sukriti Shahi

From Mira Kapoor's newly launched Akind to Hrithik Roshan's HRX and Ranveer Singh's Bold Care, multiple celebrities have transitioned into successful entrepreneurs. While some of these brands make it to the top, many fizzle out before the break-even point and still, the trend doesn't seem to die down.

However, consumers, even an ardent celeb fan, wonder if investing in celebrity-owned brands is worth their money and time.

In 2021, Kim Kardashian announced a halt to her beauty line, KKW Beauty. In early 2023, Kristen Bell shut her CBD beauty line, Happy Dance and later that year, Jared Leto ceased the functioning of his brand Twentynine Palms within a year of its launch.

While celebrity brands enjoy an edge over others given the celeb's popularity and wide fan base, it doesn't always equate to profitable business.

So, what defines the success of a celeb-owned brand? The answer lies in the brand's authenticity and true-toits-claims promise. When I interviewed Deepika Padukone last year at the one-year anniversary celebrations of her beauty brand, 82°E, she explained that while the initial push to any celebrity brand may come from the celebrity's fan following, it often fizzles out if the brand doesn't deliver what it claims. According to Padukone, who founded her skincare brand in 2022, skincare is unforgiving, and no one would invest in a product if it's not suiting their skin, not even her ardent followers. Similarly, Kapoor, who launched her skincare brand Akind last month, confessed that while a celebrityowned brand enjoys visibility because of the popularity of the person, she knew that putting a brand in the market with a personal touch will get consumers interested and loyal. "Like any other brand, celebrity brands need to know their 'why'.