Shark Tank India judge and skincare entrepreneur Shaily Mehrotra has stirred a debate after stating that celebrity-led skincare brands — including those launched by Deepika Padukone and Kriti Sanon — are “not a very good idea” in today’s market.
In a candid conversation with actor Soha Ali Khan on her YouTube channel, Mehrotra explained that the modern consumer is far more ingredient-conscious and less influenced by celebrity faces than a decade ago.
What Shaily Mehrotra said
Mehrotra, who founded her own skincare brand Fixderma, was asked about the skincare lines of Deepika Padukone (82°E), Kriti Sanon (Hyphen), and Mira Kapoor (Akind).
“I don’t think it’s a very good idea,” she said. “The brand is associated with their name; it might sell… It won’t happen now. The customer is very different right now. Fifteen years ago, the customer was very different. They were really attracted by celebrities and their faces but right now, they are reading the label. They want to understand the formulation, the ingredients, how it is going to work on their skin. The awareness is on a different level.”
Tier 1 vs. tier 2/3 markets
Mehrotra acknowledged that celebrity brands might still find traction in smaller cities where aspirational value matters more.
“I think that would work in tier 2 cities or tier 3 cities where they aspire to look like a celebrity,” she said. “But in tier 1 cities, Mumbai and Delhi, actually they want the product to perform.”
On Mira Kapoor’s brand Akind, she noted that people won’t buy it simply because of her association — “they will buy it because the performance is good. I am talking about only tier 1 cities where the awareness is on a different level.”
The reality behind celebrity beauty brands
Mehrotra’s comments come amid reports of struggles faced by some celebrity-backed brands.
82°E — Deepika Padukone’s premium skincare brand — reported a 30% year-on-year decline in revenue to ₹14.7 crore in FY25, with losses of ₹12.26 crore. Nykaa is reportedly in advanced talks to acquire a majority stake in the brand, which has faced challenges with premium pricing (products at around ₹2,500 for 50 ml) and diffused positioning.
Hyphen — Kriti Sanon’s affordable skincare brand — has shown rapid growth, reaching ₹400 crore in revenue within two years. However, in April 2026, Sanon stepped down from her role as Chief Customer Officer, raising questions about her continued involvement with the brand.
Other Shark Tank judges on celebrity brands
This is not the first time a Shark Tank India judge has weighed in on celebrity entrepreneurship. In a February 2026 podcast, Sugar Cosmetics CEO and Shark Tank judge Vineeta Singh told actor Tamannaah Bhatia that celebrity brands often fail due to lack of “skin in the game.”
“Most products fail at product-market fit,” Vineeta said, adding that she would have invested her “entire Shark Tank India season budget” in Tamannaah’s jewellery brand because of the actor’s deep involvement in execution.
Tamannaah agreed, saying: “I don’t see myself as a celebrity building a brand. I look at myself as a founder. Nobody will put money in this sort of value item just for my face.”
The bottom line
As India’s beauty market — estimated at around $21 billion — grows increasingly competitive, consumers are demanding performance over star power. For celebrity brands to succeed, the product must deliver, regardless of whose face is on the packaging.
