Beauty, Fashion, and the Gender Shift in Endorsements
Beauty and skincare brands have been dominating the ludo as the Indian market is fond of this industry. From Shiseido x Bollywood actress Tamannaah Bhatia in 2023, Kiara Advani for Tira Beauty since 2023, Laneige x Indian model Athiya Shetty in 2023 to L'Oréal Paris, the brands have been looping in Indian celebrities and athletes to penetrate their brands' awareness into Tier 1 and 2 cities. Celebrities like Katrina Kaif (Kay Beauty) and Deepika Padukone (82 deg E) have opened their own beauty brands.
Indian men are taking centre stage in the Fashion industry. Celebrities such as Ranveer Singh for Franck Muller, Shahrukh Khan for Tag Heuer and Lux, Aditya Roy Kapur for Nivea, Hrithik Roshan for Arrow, Rado and HRX, Karthik Aryan for Armani Exchange and MS Dhoni for Panerai, are demonstrating how the male endorsements are no longer limited to sportswear or men’s beauty.
Some collaborations like Aishwarya Rai Bachchan for L'Oréal Paris from 2003 and Amitabh Bachchan for Lux from the 2010s show the nostalgic and legacy vibe. Many streetwear brands such as WROGN and Puma are leaning into youth icons like Kartik Aaryan to match their hyper-energetic Gen Z mind.
India’s Most Endorsed Celebrities & Brands
According to the celebrity list, the most number of collaborations were done by Ranveer Singh with Adidas in 2020, Bewakoof (also the co-inventor of the brand) in 2021, Franck Muller in 2019, Jack & Jones in 2016, Manyavar from the late 2010s and Tiffany & Co. since 2024. The next highest number of partnerships were by Alia Bhatt with Adidas in 2020, Ed-a-Mamma which she co-founded in 2020, Garnier in 2015, Gucci in 2023, and {{L'Oréal Paris in 2024; Deepika Padukone became brand ambassador for Cartier in 2022, Chopard in 2021, Levi’s in 2021, Louis Vuitton in 2020 and Tissot in 2007; and Katrina Kaif named as a brand Kay Beauty (which she founded) in 2019, L'Oréal Paris in 2013, Reebok in 2019 and Uniqlo in 2019.
In the case of the brands, L'Oréal Paris made the highest team-ups - with Alia Bhatt in 2024, Katrina Kaif in 2013, Aishwarya Rai Bachchan in 2003, and Sonam Kapoor in 2011. Following it, Adidas named Ranveer Singh, Alia Bhatt, and the Miss World 2017 winner Manushi Chhillar as its brand ambassadors in 2020, Lakme looped in the Bollywood actresses Kareena Kapoor Khan in early 2010s, Shraddha Kapoor in 2015 and Ananya Panday in 2019, Manyavar signed with Ranveer Singh in late 2010s, Virat Kohli in 2016 and Tollywood actor Ram Charan in 2023, and Kalyan Jewellers got Aishwarya Rai Bachchan in 2012, Amitabh Bachchan in 2012 and Katrina Kaif in early 2010s.
Indian Celebrities on the Global Luxury Map
Apart from them, brands such as Reebok (with Katrina Kaif in 2019 and cricketer MS Dhoni in 2005), Tiffany & Co. (with Priyanka Chopra in 2023 and Ranveer Singh in 2024), Tissot (with Deepika Padukone from 2007 and Virat Kohli from mid-2010s), Longines (with Aishwarya Rai Bachchan from 1999 and the Bollywood actor Vikrant Massey since 2022) and Estée Lauder (with Bollywood actress Sobhita Dhulipala in 2022 and Manushi Chhillar in 2023) has been an active participant in the market.
The most notable global and luxury brand partnerships are Deepika Padukone becoming a brand ambassador for Louis Vuitton in 2020 and Cartier in 2022, Gucci x Alia Bhatt from 2023, Priyanka Chopra represented Bulgari in 2021 and Tiffany & Co. in 2023, Dior x Sonam Kapoor from 2023, TAG Heuer x Shah Rukh Khan in 2003, Jimmy Choo and Swarovski with Ananya Pandey in 2022, Hrithik Roshan for Rado watches from 2011, Panerai x MS Dhoni from 2018, and Armani Exchange x the Bollywood actor Kartik Aryan in 2024. Ananya Pandey was named as the first Indian global brand ambassador of Chanel in 2025. She was also looped in as the brand ambassador of Lakme in 2019 and Lakme Academy powered by Aptech in 2022.
Cover Image: Priyanka Chopra x Bulgari, Deepika Padukone x Louis Vuitton and Alia Bhatt x Gucci, courtesy Vogue India and The Hindu.
