Celebrities have been associated with beauty since time immemorial. So much so that they are considered almost synonymous with the term— beauty! Beauty and makeup brands have counted on famed celebrities as their brand ambassadors and the face of their brands. But nowadays, the beauty industry is rapidly being dominated by celebrities launching their own beauty lines.
It’s not new news as celebrities join the beauty craze, the legacy of Kylie Cosmetics and Rihanna’s game-changing Fenty Beauty, which debuted in 2017, can be seen everywhere. Selena Gomez’s Rare Beauty, Anusha Dandekar’s BrownSkin Beauty, Anomaly HairCare by Priyanka Chopra Jonas, Katrina Kaif’s Kay Beauty, and a slew of others are among them. And it is very obvious for us to wonder, why? Why are celebrities launching their own brands and why are they growing at such a rapid popularity? Well, the answer is a mix of complexity and simplicity. Gaining control of branding allows them to really put themselves out there for their fans to follow and relate. An already set fan base also means an already open market for their products to flourish. It’s about filling gaps in the existing beauty industry and also bridging the gap between them and the consumers, which is us.
“Celebrities today will see more success positioning themselves as digital influencers displaying 360-degree inspiration beyond what they were originally known for and acting as creative directors and brand owners, and not just the ‘face’ of the brand. By becoming brand owners and creative directors, celebrities can launch beauty brands that are relevant to the people that already consume their content,” says Tanya Rajani, beauty and personal care analyst at Mintel, India. They are able to forge tighter bonds with their fans by developing their own brand that embodies their beliefs and sense of who they are and it is only then that a line will flourish, otherwise people of today don’t stop for something they can’t find to be authentic.
On that note, the Indian actor turned entrepreneur, Anita Hassanandani, launched her own line of clean skincare by the name of Better Beauty, which is exclusively available on the clean beauty marketplace, Vanity Wagon. She is the first celebrity from the television industry to start the ball rolling in the clean beauty industry. At the launch of Better Beauty, she said,
“I believe in preaching what I practice. During all these years in the showbiz, makeup remained my constant companion. But the phase of motherhood made me realize the importance of clean skincare. Thus, I came up with a brand of my own, which is pure, proven, and potent.”Anita Hassanandani, Co-Founder Better Beauty
Better Beauty is a sustainable, luxurious, clean skincare brand which is on a mission to deliver clean and conscious products. It is a new age skin care line providing highly effective blends of products to the wellness and environmental conscious consumer. It has a range of 4 products till now and are constantly on the move of brewing new products. They are made of non-toxic ingredients which are free from all nasties. They are suited for all skin types and their range consists of:
- Skin Balancing Cleanser with Hyaluronic Acid
- VC 20 Intense Boost Serum
- Skin Beauty Buffet
- Hydration Booster
Launching Better Beauty exclusively on Vanity Wagon, Naina Ruhail said,
“Vanity Wagon believes in the idea of clean beauty. The vision behind Better Beauty aligns perfectly with the objectives of Vanity Wagon. We are more than happy to launch the brand exclusively on our clean-beauty marketplace because we associate with its basic ideology. I consider Better Beauty as one of the most important additions to our Vanity Wagon family. We are launching it because we believe in it.”Naina Ruhail, Founder & Co-CEO, Vanity Wagon | Co-Founder, Better Beauty