Actor Heital Puniwala, who has been a part of movies like Oh My God, PK, Bang Bang, Gabbar is Back, Do Lafzon Ki Kahani, Judwaa 2, Despatch, The Crew, Special OPS, Atithi Bhooto Bhava, and Rocky Aur Rani Ki Prem Kahani, and recently in Anurag Kashyap’s Kennedy, believes Indian celebrities are shifting toward beauty, jewelry, and personal care brands because these categories align naturally with their public image and allow them to build long-term brand ownership instead of just doing endorsements.
He said, “With growing consumer spending and strong digital influence, they can convert personal credibility into profitable lifestyle businesses, like Deepika Padukone’s 82°E or Tamannaah Bhatia’s jewellery venture.”
He feels it is a smart long-term strategy and said, “Owning brands allows celebrities to build lasting assets and recurring revenue beyond films and endorsements. Because celebrities have strong face value and public trust, it becomes easier to attract and convert consumers initially. And if the product quality and positioning are strong the brand can absolutely outlive their on-screen career and grow independently.”
The luxury beauty and jewellery market is already highly saturated and Heital feels celebrity-led brands goes beyond face value and focus on strong product quality, clear positioning, and authentic storytelling. He said, “The celebrity can create initial buzz, but long-term survival depends on innovation, consistent customer experience, and building trust beyond the star’s fame.”
However, he mentioned that product quality plays the biggest role in long-term success. He said, “Celebrity credibility and digital marketing can create attention, and authentic storytelling builds emotional connection, but only strong product performance converts customers into repeat buyers. Initial hype may come from the face, but longevity always comes from the product.”
Many of these brands are priced at a premium, and the actor said, “Consumers may initially pay a premium because of the celebrity association and aspirational value. But repeat purchases happen only when they experience superior quality and feel genuine exclusivity. Celebrity power drives the first sale — product performance and brand value drive long-term loyalty.”
However, he feels that high price points can limit accessibility for aspirational middle-class consumers and slow scale. He said, “To balance luxury with wider reach, brands can – introduce entry-level or mini products without diluting premium identity, offer limited drops or capsule collections, use strong digital storytelling to justify value, expand gradually through tiered pricing.”
“Luxury should feel aspirational but not completely unreachable, smart segmentation helps maintain exclusivity while growing the audience,” Heital ended.
