Post her very successful Lip Kit collections, Kylie Cosmetics launched a number of successful products over the years including concealers, powder compacts and blushes, eyeshadow palettes and now. Jenner, who at the time denied reports of lip injections simply stated that her perfect pout was a result of the overlined lips which created the perfect pout. The lip kit was marketed in the most innovative way.
One of the most successful brands worldwide, Kylie Cosmetics has a boost from the beginning with its infamous Kylie Lip Kits containing a lip liner and matte liquid lipstick. Must try: Kay Beauty Lip Crayon Photo Courtesy: Kay Beauty / Instagram Kay Beauty Setting Powder Photo Courtesy: Kay Beauty / Instagram Kay Beauty Eyeshadow Palettes Photo Courtesy: Kay Beauty / Instagram Kylie Cosmetics by Kylie Jenner Photo Courtesy: Kylie Cosmetics / Instagram The youngest of the Kardashian-Jenner clan, Kylie Jenner launched her beauty empire with Kylie Cosmetics in 2015. Their range includes products such as lip crayons, lip liners, kajals, eyeliner, mascara, eyebrow pencils, eyeshadow sticks, colour correctors, contour sticks, loose powders, highlighters, compacts, blushes, eyeshadow palettes, foundation, and nail lacquers among other products.
ANOMALY SHAMPOO SKIN
Kay Beauty offers a range of products with diverse shades that cater to all Indian skin tones. Having been launched in 2019, the brand quickly became a favourite in the country and is currently delivering in over 1,600 cities, available across 100 Nykaa stores pan-India. What makes it stand out is its range of products filled with ‘care’ ingredients that nourish the skin while providing long wear and high-performance benefits. Must try: Fenty Beauty Lip Luminizer Photo Courtesy: Fenty Beauty / Instagram Fenty Beauty Contour Skinstick Photo Courtesy: Fenty Beauty / Instagram Fenty Beauty Longwear Foundation Photo Courtesy: Fenty Beauty / Instagram Kay Beauty by Katrina Kaif Photo Courtesy: Kay Beauty / Instagram India’s first celebrity-owned beauty brand, Kay Beauty by Katrina Kaif is also one of the most successful beauty brands in India. All of Fenty Beauty’s products use recyclable materials for packaging while eliminating excess packaging and using refillable products wherever possible.
The brand is also associated with sustainability, prioritizing the three Rs - reduce, reuse, and recycle. Their products claim to use only ethically-sourced natural ingredients while avoiding harsh ingredients like parabens, oxybenzone, octinoxate, phthalates, formaldehyde, plastic microbeads, polyacrylamide, paraffin, lead, and more. The brand has a huge category range, offering everything from bronzers to lip gloss and has since expanded into skincare with Fenty Skin (and possibly Fenty Hair according to a trademark filed in July). Launched in 2017, Fenty Beauty had inclusivity as a top priority when it launched its first collection of 40 distinctive foundation shades which have now expanded to 50 shades. Must try: Anomaly Hair and Scalp Oil Photo Courtesy: Anomaly Anomaly Bonding Mask Photo Courtesy: Anomaly Anomaly Clarifying Shampoo Photo Courtesy: Anomaly Fenty Beauty by Rihanna Photo Courtesy: Fenty Beauty / Instagram Rihanna’s Fenty Beauty has been a raging hit in the beauty industry for a while now. Their clean, superior formulas are said to be vegan and cruelty-free while straying away from chemicals like SLS / SLES sulphates, parabens, phthalates, mineral oil, or dyes. The collection consists of end-to-end hair care solutions comprising of shampoos and conditioners, a high-performance hair and scalp oil, a dry shampoo, and bonding mask. Their brand philosophy is to provide Indian consumers with quality hair care products that won’t tear a hole in their pockets and protect the earth at the same time. Anomaly focuses on clean, performance-driven formulas with eco-conscious packaging made from 100% plastic trash and infinitely recyclable cans, as claimed by the brand. The brand was launched last year in partnership with global beauty incubator Maesa. Anomaly by Priyanka Chopra Photo Courtesy: Anamoly Currently the most talked about beauty brand in the country, Priyanka Chopra Jonas’ haircare line Anomaly made its grand debut in India last week and will be available exclusively on Nykaa.
But are they actually worth the hype? Here’s our selection of the best and most deserving celebrity-owned beauty brands at the moment. We have seen many new brands over the years, right from Kylie Jenner’s Kylie Cosmetics to Katrina Kaif’s Kay Beauty. A raging trend at the moment is celebrities delving into the beauty industry to launch their own skincare or makeup lines. From new brands to innovative product launches, the industry is filled with something new every other day. Schenelle Dsouza The beauty industry is one that never fails to impress.
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