Virat Kohli takes ONE8 global: Meet the stars behind some of today’s hottest brands
For years, celebrities lent their names to products, appeared in advertising campaigns, and helped companies sell everything from shoes to soft drinks.
Today, however, many stars are taking a different route. Instead of simply endorsing brands, they are building businesses of their own, creating products that reflect their personalities, interests, and ambitions.
The latest example comes from Indian cricketing legend, Virat Kohli, whose lifestyle venture One8 is preparing for a major global moment.
On June 21, Kohli will officially unveil the global premiere of One8 alongside Punjabi music sensation Karan Aujla. The collaboration brings together two influential figures from different worlds, highlighting how sports, music, fashion, and lifestyle are increasingly intersecting in contemporary culture.
What began as a brand closely associated with Kohli's image has steadily grown into a broader lifestyle platform with interests across fashion, fitness, and consumer experiences.
For Kohli, the event also reflects a new phase in his public journey. While his achievements on the cricket field remain unmatched, his growing portfolio of business interests demonstrates how modern athletes are increasingly shaping their influence beyond sport.
One8 joins a growing list of celebrity-founded ventures that have successfully carved out identities of their own.
HRX by Hrithik Roshan
When Bollywood star Hrithik Roshan launched HRX in 2013, the idea was rooted in his personal commitment to fitness and self-improvement.
The activewear brand quickly resonated with consumers looking for affordable performance wear and has since expanded into multiple lifestyle categories. Today, HRX is recognised as one of India's leading fitness-focused brands.
Kay Beauty by Katrina Kaif
Katrina Kaif entered the beauty business in 2019 with Kay Beauty, developed in partnership with Nykaa.
Rather than positioning itself as a celebrity vanity project, the brand focused on practical products, inclusivity, and everyday makeup solutions. Its rapid growth demonstrated the potential of celebrity-led beauty brands in India.
Ed-a-Mamma by Alia Bhatt
Launched in 2020 by Alia Bhatt, Ed-a-Mamma began as a children's clothing brand built around sustainability and environmental awareness. The venture reflected a growing consumer interest in responsible fashion and gradually expanded into a larger lifestyle proposition aimed at families and young consumers.
Fenty Beauty by Rihanna
Few celebrity brands have had an impact as dramatic as Rihanna's Fenty Beauty. Introduced in 2017, the brand earned global attention for offering an extensive range of foundation shades that catered to diverse skin tones. The move challenged long-standing industry norms and helped redefine inclusivity in the beauty sector.
SKIMS by Kim Kardashian
Kim Kardashian launched SKIMS in 2019 with a focus on shapewear designed for a wide range of body types. The brand quickly expanded into lounge-wear, basics, and everyday essentials. Its popularity helped transform SKIMS into one of the most valuable celebrity-founded fashion businesses in the world.
Rare Beauty by Selena Gomez
Launched in 2020 by singer and actor Selena Gomez, Rare Beauty entered the cosmetics market with a focus on self-acceptance and authenticity.
Rather than promoting unattainable beauty standards, the brand positioned itself around individuality and confidence. Its accessible products, inclusive messaging, and strong connection with younger consumers helped it quickly become one of the most influential celebrity-founded beauty brands in the world.
The common thread connecting these ventures is that they offer something beyond celebrity appeal. Consumers may discover them because of a famous founder, but they continue returning because the products fit into their lives.
And thus, undoubtedly, the future belongs to celebrity brands that can survive long after the spotlight moves elsewhere.