The highly saturated waters of celebrity brands saw many an international and Indian name jumping onto the bandwagon. While new launches come with their own stamp of intrigue, a celebrity tag piques the interests of enthusiasts even further. From Priyanka Chopra Jonas and Deepika Padukone to Scarlett Johansson and Brad Pitt, HELLO! brings you some of the biggest celebrity offerings of 2022.
82°E by Deepika Padukone
Bollywood’s reigning queen Deepika Padukone forayed into the beauty market with 82°E, which she’s positioned as a self-care brand. Co-founded with Jigar K Shah, Deepika told HELLO! that 82°E as a self-care brand “was the most natural extension of my learnings”. “It’s strongly rooted in my homeland but is global in outlook and appeal,” she added. With its name inspired by the Standard Meridian of India, she unveiled the label with two products, a rejuvenating moisturiser and a sunscreen, products that combine time-tested Indian ingredients with powerful scientific compounds. From skincare, Deepika plans to branch out to other segments of beauty, as well.
Rhode by Hailey Bieber
Taking her middle name, Rhode, as the company moniker, Hailey Bieber unveiled a lipcare line this June — all commendably vegan and affordable. Having long envisioned owning her own beauty brand, Hailey tapped into the expertise of celebrated dermatologist Dr Dhaval Bhanushali and cosmetic chemist Dr Ron Robinson to come out with a peptide lip treat in three varieties, a peptide glazing fluid and a barrier restore cream. Defined as “edited, efficacious and intentional”, this celebrity skincare line has a strong sustainability motto and uses scientifically-tested natural ingredients like shea butter, niacinamide, babassu and squalane.
Inde Wild by Diipa Büller-Khosla
Social media influencer and entrepreneur Diipa Büller-Khosla brought Inde Wild to India this August, though she founded the label in October 2021 and launched it in the US, Canada and UK first. The proud all-women team of Inde Wild uses a special “Ayurvedistry” formula — marrying Ayurveda and chemistry — to address the needs of South Asian women and focus on different skin types, tones, textures and concerns rooted within this community. Sustainable and transparent about every ingredient used, Inde Wild first launched with its AM Sunrise Glow Serum and PM Sunset Restore Serum, and later unveiled the Champi Hair Oil, which uses a blend of oils that are the secret to Diipa’s mother Sangitha Khosla’s Rapunzel-esque locks.
Le Domaine Skincare by Brad Pitt
Oscar-winner Brad Pitt forayed into the beauty industry with a gender-neutral line, Le Domaine Skincare, this September. Launched in partnership with the Perrin family, the ones behind his Miraval vineyard, it currently offers The Cleaning Emulsion, The Cream and The Serum, all available for refills in keeping with Pitt’s ambitious sustainability goals. The products are vegan and made of natural terroir-based ingredients. The brand’s two specialised patented ingredients are the antioxidant- rich GSM10, obtained from grenache seeds, syrah seeds and grape skins, and ProGR3, derived from plant extracts, vine sarments, chamomile and green tea, which contain anti-ageing elements.
Lovechild by Masaba Gupta
A millennial icon as unapologetic about her sense of self like her mother, Masaba Gupta added another feather in her cap with the launch of LoveChild, described as “a cosmo-wellness brand driven by one single goal — to celebrate you”. With her beauty brand, she proudly owns the term often used to define her life as the daughter of Neena Gupta and cricketer Viv Richards. “While I never understood why it was such a huge part of my introduction, I decided to own it and build a positive and wholesome feeling around the term,” said Masaba, who unveiled LoveChild first with a range of liquid lipsticks and nail enamels and later expanded to eye makeup, face mists, sheet masks, fragrances and even an anti-anxiety oil.
Anomaly by Priyanka Chopra
From being Miss World 2000 and a successful model and actor to a renowned name in hospitality with her NYC restaurant Sona, Priyanka Chopra Jonas turned entrepreneur with Anomaly Haircare this February. Her products arrived in India in August and made an even bigger splash in November, with PeeCee herself flying down for a special event. “I saw a gap in the market for clean and sustainable haircare, especially at an affordable price point. So I poured my heart into it,” she said. Anomaly is gender-neutral, cruelty- and harmful chemical-free and eco-friendly, with its packaging made of 100 percent recycled plastic trash. Her favourites include Anomaly’s dry shampoo and bonding treatment mask. Next, Priyanka has her eyes set on South Africa, the Middle East and Europe.
Gxve Beauty by Gwen Stefani
For Gwen Stefani, it was makeup before music. So the singer-songwriter conceptualised GXVE Beauty as a makeup label aimed at recreating some of her iconic glam looks. Pronounced ‘give’, as an ode to how she signs her name, the line includes lipsticks, liquid lip colours, lip liners and vibrant glosses for dramatic lips, four-shade eyeshadow palettes, eyeliner pencils and eyebrow pencils in a myriad shades to let your eyes do the talking, and an all-time primer for a dewy glowing complexion. The cherry on the cake: the products are all cruelty- free and vegan, a theme seemingly common to most celebrity brands.
Twentynine Palms by Jared Leto
Actor, musician, and an early- stage investor, Jared Leto dove headfirst into the market with his skincare-lifestyle brand, Twentynine Palms. Inspired by Joshua Tree National Park and created with sustainability at the forefront, the initial drop included 11 vegan and cruelty- free products designed for the body, face and hair, alongside a limited-edition scarf featuring artwork by Douglas Mandry. Twentynine Palms’ products were developed with a heavy emphasis on hydration, designed to work within a customer’s existing skincare regime. The brand’s namesake city serves as the main entry point to the national park— and is also where Jared first learned to meditate. The team used the area’s indigenous ingredients, such as prickly pear extract, the fatty-acid-rich oils of amaranth plants and evening primrose, for its offerings.
Pleasing by Harry Styles
Musician, actor, fashion icon plus designer and now a beauty entrepreneur, Harry Styles is set for world domination. The former One Direction member aims to please with his wellness label, Pleasing, launched exactly a year ago, featuring a wide range of bright nail polishes. The androgynous dresser also released a makeup line in collaboration with Brazil-born, Paris-based fashion designer Marco Ribeiro. This one’s a limited-edition, vegan capsule collection of clean products that reflect Rebeiro’s vision and creative aesthetics, besides making Pleasing a more vibrant space.
SKKN By Kim by Kim Kardashian
After the tremendous success of Skims and KKW Fragrance, Kim Kardashian made another glamorous splash in June with SKKN by Kim. The reality TV star roped in celebrity aesthetician and facialist Joanna Czech to develop the formulae for its range of nine premium products — all vegan and cruelty-free and devoid of gluten, sulphates, BHT and PEGs. Positioned as a rebrand of her earlier venture KKW Beauty, SKKN by Kim offers a cleanser, toner, exfoliator, hyaluronic acid serum, eye cream, face cream, vitamin C8 serum, night oil and oil drops, all containing natural and clean ingredients and allowing for refills to help achieve a radiant glow like Kim K herself.
Lolavie by Jennifer Anniston
Didn’t we all love Rachel’s varied hairstyles in Friends? None of them would have been possible without actor Jennifer Aniston’s beautiful tresses. One way to try to achieve those shining locks is giving her haircare label LolaVie a try. Its range of plant-based products that use naturally-derived ingredients promises to be free from all the nasties, including parabens, silicones, sulphates, phthalates and gluten, and is also cruelty-free “because we love our animals”, as Jennifer says. LolaVie started out with a Glossing Detangler and Perfecting Leave-In, and now offers a wider line including a lightweight hair oil, a restorative shampoo and conditioner as well as a wet brush.
Homecourt by Courteney Cox
As an actor obsessed with design and her home, Courtney Cox came up with Homecourt with the aim of merging beauty and home. “I wanted the home to smell like something that I’d want to wear,” said the Friends star of her first entrepreneurial venture. The brand, described as a beauty line for the home, takes a beauty approach to products traditionally found under the home category, such as hand soap, dish soap and surface spray. Its products are formulated with ingredients traditionally used in skincare, and fine fragrances created by perfumers at Givaudan and Robertet. Homecourt initially launched with a hand wash, dish soap and surface spray, and has since expanded to candles and hand cream.
The Outset by Scarlett Johansson
Scarlett Johansson joined the slew of celebrities introducing their beauty brands this year with The Outset. The Black Widow actor revealed five daily essentials under her label— a niacinamide night cream, an eye cream, a micellar antioxidant cleanser, a collagen serum and a daily moisturiser — all devoid of parabens, fragrances and gluten, as well as clean and vegan. Another USP of The Outset is that it uses hyaluroset complex, a botanical alternative to hyaluronic acid. Assuring users of soft, hydrated skin, the label follows Scarlett’s decision to quit beauty endorsements, after being the face of brands like L’Oréal and Dolce & Gabbana.
This story has been adapted for the website from a story that was originally published in Hello! India’s December 2022 issue. Get your hands on the latest issue right here!
