D2C Brands Shift from Celebrity Founders

Direct-to-consumer (D2C) brands in India are becoming more careful about working with celebrities.

Before, they would make celebrities co-founders, but many of these brands didn't do well after their big launches.

Now, brands prefer to have celebrities as ambassadors instead of giving them ownership.

This is because having a famous face doesn't always mean people will keep buying the products.

Successful brands focus on good products, fair prices, and a great shopping experience.

Some celebrity-backed brands like HRX and Kay Beauty have done well because they have strong basics and the celebrities are really involved.

But others, like Wrogn, have seen their sales drop.

Experts say that just having a famous name isn't enough; the brand needs to be well-managed and have good products.