Celebrity Brands
India’s biggest celebrities are no longer just endorsing brands—they’re building them to sell.
Reliance Retail has acquired Anomaly, the haircare label founded by global star Priyanka Chopra Jonas. The company plans to expand the brand aggressively across its omnichannel ecosystem, including Tira, AJIO, and JioMart, along with hundreds of physical stores nationwide.
Anomaly is no small player. Launched in 2021 in partnership with Maesa and debuted at Target, the brand reportedly crossed $600 million in revenue and became one of the world’s top celebrity haircare brands within just two years.
This acquisition is part of a growing trend. In 2023, Reliance picked up a 51% stake in Ed-a-Mamma, founded by Alia Bhatt, with the brand’s revenue surging significantly after the deal.
Meanwhile, Nykaa is in talks to acquire a majority stake in 82°E, created by Deepika Padukone. Despite her global recognition, the brand has struggled with pricing and scale, reporting declining revenues and rising losses. A potential deal with Nykaa could give it access to millions of customers and a strong retail network.
The pattern is clear: celebrities bring cultural influence, trust, and instant visibility—things money can’t easily buy. However, scaling a business requires logistics, supply chains, and distribution—areas where large corporations dominate.
India’s booming beauty and personal care market, projected to reach $74 billion by 2035, is fueling this strategy. Companies are snapping up celebrity brands as a fast-track entry into a rapidly growing sector.
Globally, this model has already proven highly profitable. Hailey Bieber sold her skincare brand Rhode to e.l.f. Beauty in a deal worth up to $1 billion. George Clooney co-founded Casamigos tequila, later sold to Diageo for $1 billion. Ryan Reynolds turned Aviation Gin and Mint Mobile into billion-dollar exits.
Other stars like Kylie Jenner and Kim Kardashian have also built massive businesses through strategic investments and partnerships, while Selena Gomez continues to scale Rare Beauty into a global powerhouse.
Industry experts note that celebrity-backed brands often command significantly higher valuations due to their built-in audience and brand equity—making them highly attractive acquisition targets.
As India follows the global playbook, one thing is clear: celebrity entrepreneurship is no longer just about passion—it’s about building the next big exit.
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