The markets for fashion and beauty products have grown in India over the past few years. Given that the Indian audience looks up to Bollywood for fashion and beauty inspiration, celebrities are pushing products and brands on their social media platforms.
From being a brand ambassador to endorsing brands on social media to owning a label, Bollywood stars have executed their marketing strategies on fashion and beauty and generating the buzz on social media for their thriving businesses apart from acting.
Take a look at the fashion and beauty brands owned by your favourite stars.
D’YAVOL X by Aryan Khan
Shah Rukh Khan’s son Aryan Khan recently kick-started his career as an entrepreneur. Aryan launched his clothing line D’YAVOL X and the cherry on the cake is that he made his directorial debut with its advertisement. But this is not it.
The star kid chose his father King Khan as the face of the clothing line which has left the audience breathless. D’YAVOL X was launched on April 30 with its first video advertisement. The website is now live. But the audience is not quite okay with the pricing as a mere sweatshirt of the brand starts at Rs 30,000.
The luxury streetwear brand is said to sharpen focus on Indian craftsmanship and techniques into the mix. Moreover, the first offering has two tees, two sweatshirts, three hoodies, and the brand’s Signature X jacket, of which only 30 pieces signed by Shah Rukh Khan will be made available, a Vogue India report said.
Deepika Padukone’s skincare brand 82°E was launched in 2022. Named after the 82°30′ East, the standard meridian that passes through India, the brand has five luxe products — Gutu Kola Dew toner serum, Ashwagandha Bounce moisturiser, Lotus Splash cleanser, Bakucgiol Slip face oil, Patchouli Glow sunscreen and now the newly added mattifying cleanser, Sugarcane Soak.
Speaking to Vogue India, Padukone had said 82°E is a way of combining the best Indian ingredients with global standards of skincare to create a singular effective product instead of using multiple products for each skin issue.
Co-founded by Jigar Shah, 82°E did a brilliant job in marketing. From collaborating with beauty influencers to Padukone giving Shah Rukh Khan a gist of her skincare routine, the luxe beauty brand is live.
https://www.instagram.com/p/Crpdtexojm8/
Ed-a-Mamma by Alia Bhatt
Alia Bhatt’s sustainable clothing brand for kids, pregnant and lactating moms, became a Rs 150 crore brand in just a year. Ed-a-Mamma was launched in 2020 and aims to create eco-friendly and cool clothing.
The products are made using all-natural fabrics, plastic-free buttons, and non-toxic dyes.
The brand’s website has a note by Alia, which reads, “Ed-a-Mamma combines two things I care deeply about: Our planet and our children. So I decided to create a world that nurtures in children, a love of nature knowing fully well that they will look after what they love. And I plan to do this with what I know best: telling stories. Everyone loves a good story. And at Ed-a-Mamma that’s what we do, tell stories.”
https://www.instagram.com/p/CrI5i5qI7XU/
Anomaly by Priyanka Chopra
The haircare brand owned by global icon Priyanka Chopra roared across the global markets after its launch. Leaving behind brands like Rare Beauty by Selena Gomez, and Kylie Cosmetics by Kylie Jenner, Anomaly became the second wealthiest beauty brand in the world.
Anomaly bottles are made of 100% plastic trash diverted from landfills and ocean-bound plastic, and its cans are made from infinitely recyclable aluminum, the brand claims. It offers three different types of shampoos, a deep conditioning mask, dry shampoo, and conditioner.
Earlier this year, PeeCee landed in India to launch her brand in her homeland and collaborated with e-commerce major Nykka.
https://www.instagram.com/p/CqBEvkULogs/
Kay Beauty by Katrina Kaif
In 2019, Kaif, one of the leading Bollywood actors, added yet another feather to her wings by launching beauty brand Kay Beauty. Katrina Kaif has always been passionate about makeup and her effortless looks in films and elsewhere are testimony.
In collaboration with Falguni Nayar’s platform Nykka, the brand offers an exciting range of accessible products, which include lipsticks, foundation, compact powders, nail paints, eyeshadows, and what not. The brand aims to cater to all age groups, skin tones, and genders with a tagline, ‘It’s Kay to be you.’
Sunny Deol’s Border 2 continues its impressive run at the domestic box office, edging closer to the Rs 300 crore mark by the end of its second week. The war drama, which hit theatres on January 23, has shown consistent collections since its release.
On its second Tuesday, the film earned an estimated Rs 5.75 crore, taking its total earnings to Rs 286.75 crore after 12 days.
Border 2 box office performance so far
The film matched its Monday earnings on February 3, adding Rs 5.75 crore to its tally. With this, Border 2 has managed to hold firm on weekdays, a sign of sustained audience interest.
The film delivered a robust opening week, collecting Rs 224.25 crore, supported by the extended Republic Day holiday period.
Second weekend boosts collections
The second weekend provided another lift to the film’s box office numbers. Friday saw collections of Rs 10.75 crore, followed by Rs 17.75 crore on Saturday. Sunday emerged as the strongest day of the weekend, contributing Rs 22.5 crore to the total.
Monday, which coincided with Republic Day, turned out to be the film’s highest single-day performer so far, with earnings touching Rs 59 crore.
With its current pace, Border 2 has already surpassed the opening weekend figures of Ranveer Singh’s Dhurandhar.
Border 2 review
In a review, film critic Saibal Chatterjee noted that Border 2 succeeds in highlighting the courage of soldiers while also touching upon their emotional vulnerabilities. The film explores themes of separation, loss, fear, and hope, presenting moments of heroism amid personal struggles.
About the film
Directed by Anurag Singh, Border 2 features an ensemble cast including Sunny Deol, Diljit Dosanjh, Varun Dhawan, and Ahan Shetty. Set against the backdrop of the 1971 India-Pakistan war, the film is positioned as a spiritual successor to the 1997 classic Border.
Dhurandhar has finally made its much-awaited debut on Netflix, just days after the Ranveer Singh-starrer completed a blockbuster theatrical run across India. While the film crossed Rs 1,000 crore domestically and went past Rs 1,300 crore worldwide, its OTT release has triggered confusion and criticism over its shorter runtime.
Several viewers took to social media early Friday, claiming that a “censored” version of Dhurandhar was streaming on Netflix. The runtime displayed on the platform is 3 hours and 25 minutes, nearly nine minutes shorter than the film’s originally reported duration of 3 hours and 34 minutes.
What caused the runtime difference
The confusion stems from changes made after the film’s initial theatrical release. According to the revised censor certificate, Dhurandhar now has an approved runtime of 3 hours 28 minutes and 56 seconds. This updated version replaced the earlier cut in cinemas starting January 1.
The revision followed directions to mute two specific words and one dialogue referring to the Baloch community. These changes were implemented without removing scenes, resulting in a marginally shorter runtime.
What viewers noticed on Netflix
Audiences streaming the film on Netflix observed muted portions during a scene involving Sanjay Dutt’s character, SP Chaudhary Aslam. In the original version, the dialogue included a direct reference to a former Baloch police partner. In the revised cut now available on Netflix, those references are muted, while English subtitles offer a generalised translation without naming the community.
Some viewers also pointed out that the film appears to play slightly faster on the platform, contributing to the perception that content had been trimmed.
Is Netflix streaming a censored cut
Industry insiders have clarified that Netflix is carrying the final theatrical version approved by the authorities. As an OTT distributor, the platform uploads films exactly as provided by the producers. The version streaming online is the same revised cut that has been screening in theatres since January.
Importantly, the film’s intense and graphic depiction of violence remains unchanged in the OTT version.
In short, Dhurandhar on Netflix is not a specially edited or censored cut for streaming. It is the updated theatrical version, adjusted for muted dialogue and presented with a slightly faster frame rate.
Following its OTT release, audiences can now look ahead to the sequel, Dhurandhar: The Revenge, scheduled for release on March 19, 2026.
Border 2 has made an impressive start at the Indian box office, collecting Rs 30 crore on its opening day. The war drama, headlined by Sunny Deol along with Varun Dhawan, Ahan Shetty and Diljit Dosanjh, opened to largely positive audience and critical response.
According to industry tracking data, the film recorded an overall occupancy of 32.1 per cent on day one. Night shows contributed the highest footfall, indicating strong word-of-mouth towards the end of the day.
Strong show count and urban traction
Border 2 was screened in nearly 6,000 shows across the country on its opening day. Major centres reported heavy traction, with over 1,000 shows in Mumbai and more than 1,500 shows across the Delhi-NCR region. Trade sources noted that urban circuits played a key role in pushing the film past the Rs 30 crore mark.
The opening performance places Border 2 ahead of Dhurandhar, which collected Rs 28 crore on its first day despite having a similar nationwide show count. Dhurandhar later saw consistent growth over its opening weekend, a trend that Border 2 is also expected to follow.
Career-best opening for key cast members
Border 2 has emerged as the biggest opening-day film in the careers of Varun Dhawan, Ahan Shetty and Diljit Dosanjh. For Varun Dhawan, the film marks his first box office success since Bhediya in 2023. Ahan Shetty, who made his debut with Tadap in 2021, has registered his first theatrical hit with the war drama.
For Sunny Deol, however, Border 2 does not surpass the opening records of Gadar 2, which remains his highest-grossing film with a worldwide collection of Rs 686 crore.
Dhurandhar sees slowdown after Border 2 release
Meanwhile, Dhurandhar’s box office run has slowed following the release of Border 2. The film reportedly earned under Rs 1 crore for the first time in nearly 50 days, reflecting the impact of the new release.
Directed by Anurag Singh and produced by JP Dutta and Nidhi Dutta, Border 2 also features Sonam Bajwa and Mona Singh in prominent roles.
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