We’ve recently seen a rise in influencer lead commerce launch and flourish. Worldwide, Kylie Jenner, Shane Dawson and Jeffery Star have all launched their own makeup lines that got sold out within seconds. Similarly, we’ve been watching celebrities like Rihanna and Lady Gaga collaborating with beauty brands and launching their own product lines.
Even here in India, we can see several new celebrities and influencers led brands being launched. This makes sense as the primary marketing strategy there is to promote the products to an already created audience. They do this repeatedly and in creative ways. Influencer-led commerce makes a lot of sense because the influencer knows what their following cares about, and can build products that fit their specific needs. Their audience already knows and trusts the influencer, making them a captive audience with an intent to purchase.
Let’s see which Indian influencer-first brands have recently launched and what impact they’ve had on their industries –
Katrina Kaif launched her first-ever beauty line in collaboration with Nykaa this October.
Arias by Lara Dutta
Former Miss Universe and Actress Lara Dutta definitely knows about beauty and makeup. She
launched her line of vegetarian, cruelty-, paraben-, and chemical-free skincare products. She
made sure the costing of these products were low enough to be affordable (starting at Rs 290
onwards) but the packaging was premium level.
A really good call we would say. Launched in April 2019 their focus was on the safety of the
products and the creation of it with Dr Geetanjali Shetty, a renowned dermatologist. Both their
expertise worked in relation with one another to create the brand.
Masaba x Nykaa
Masaba, a fashion designer and an influencer is a great example of creating Influencer
As a designer, she has stepped up the game and has gone beyond apparels evolved into a
lifestyle label. The hashtag used for her brand was #Masabaforall to talk about the fact that
Manish Malhotra x MyGlamm
Having styled Bollywood’s top celebrities for years, fashion designer Manish Malhotra
This is a great collaboration as Manish Malhotra’s name has become
synonymous with luxury. The launch was successfully done by keeping pre-order open only
Shreya Jain x YBP
Shreya Jain became the first Indian blogger to successfully launch an entire line of products
Hrithik Roshan HRX
Identified as one of the most stylish celebrities, Hrithik Roshan in collaboration with Myntra
launched his own active lifestyle wear. This works brilliantly with his celebrity image and for
HRX has gone ahead and built a brand for itself now. They’ve even partnered with Cure.fit
which has further added to their credibility and put them in front of their audiences.
Influencer first brands or Influencer lead commerce needs to be launched in an