How Beardo Became a Boss Brand Using Celebrity Swagger

Beardo harnessed star power and bold marketing to dominate India’s men’s grooming space. For example, viral campaigns with Hrithik Roshan and KL Rahul and influencer stunts by Bhuvan Bam showed how Beardo used celebrity endorsements and influencer marketing to grow its brand. Read on to see the strategy behind this growth.

Beardo has become a cult name in India’s men’s grooming market with an unapologetic and rugged style of marketing that turned beard care into a fashion statement. Launched by founders Ashutosh Valani and Priyank Shah in 2015, the brand used edgy ads and online buzz to stand out. With its slogan “Beardo: Not just a brand, a badge of manhood”, Beardo’s unique voice challenged traditional norms and made grooming aspirational.

What Is Beardo?

Founded by Ashutosh Valani and Priyank Shah in 2015 (headquartered in Ahmedabad), Beardo began as an online D2C company selling beard oils and washes. It quickly expanded its product line to include haircare, skincare, apparel and other lifestyle items. As per reports by Forbes India, the brand grew fast: by FY2020 (fiscal year 2020), it clocked about Rs. 104 crore in revenue.

Additionally, thanks to Marico, an Indian multinational consumer goods company that acquired the brand in 2020, Beardo now enjoys a strong offline presence in over 5,000 salons and stores across India. Marico invested early, taking a 45% stake in 2017 and fully acquiring Beardo in 2020 to fuel this growth. Today Beardo’s beard-care roots support a wider grooming range, with about 70% of sales now coming from non-beard products, said Sujot Malhotra.

Celebrity Collaborations That Upgraded Beardo’s Swagger

Beardo’s marketing focused strongly on famous faces. Each celebrity partnership helped cast Beardo products as symbols of style and confidence. Below are key ambassadors and campaigns:

• Hrithik Roshan

In June 2022 Beardo launched a viral film, #HairyMasculinity, featuring Hrithik Roshan. Hrithik, sporting a full beard, spoke about celebrating masculinity much like celebrating femininity. He praised Beardo as a brand that “brought to life the stylish yet rugged, real unfiltered look of the groomed man”.

Sujot Malhotra noted that the campaign lauds the “grit, courage, ambition & charm of #HairyMasculinity”. More recently, in late 2024, Hrithik headlined Beardo’s ad “Evolution Ends with the Bearded Boss”. In that campaign he questions Darwin’s theory by contrasting a slumped office worker with a confident bearded man. Hrithik commented on filming, “I’ve always believed the most powerful thing a person can do is live authentically,” underscoring Beardo’s message of individuality. These stunts reinforced Beardo’s image as bold and modern.

• Vicky Kaushal

In mid-2022 Beardo chose Vicky Kaushal as its fragrance ambassador. Kaushal’s rugged yet charming image fit Beardo’s brand values. The company rolled out a campaign for its “Whisky Smoke” and “Tsunami” perfumes.

In early 2023, Kaushal starred in the “Embrace the Tsunami Within” ad film. In it, he plays a man who overcomes his timid side to reveal inner power after wearing the Tsunami scent. The spot shows Kaushal in a double role, timid and bold, promoting confidence through fragrance. Kaushal’s involvement helped Beardo extend its appeal beyond beard care to a lifestyle brand.

• Aditya Roy Kapur

Aditya Roy Kapur joined Beardo in late 2023 as another face of its rebranded image. Beardo launched him with a clever out-of-home (OOH) campaign on Mumbai’s Juhu Beach. Billboards showed Aditya in two looks side-by-side: clean-shaven and bearded. Fans could scan a QR code to vote on which look they preferred.

After votes rolled in, Aditya revealed on social media that the bearded style won by a wide margin, reinforcing the “bearded boss” identity. He said, “My beard, my style and the attitude I have today are what make me, me.” Beardo’s CEO commented that Aditya’s rugged new persona made him “a great ambassador to millions of men… on the journey of finding the OG Beardo within”. This campaign helped present Kapur as a relatable symbol of Beardo’s manly vibe.

• Bobby Deol

In 2023 Beardo also brought on Bollywood actor Bobby Deol as an ambassador. Known for his edgy roles and rugged image, Bobby dubbed himself “Lord Bobby” in Beardo’s online promotions for beard oils. He featured in digital posts and reels (e.g., shouting out Beardo’s Beard Growth Oil) that playfully honed in on his famously intense gaze. By associating Bobby’s re-emerging star power with Beardo, the brand reinforced its masculine, “untamed” style.

• KL Rahul

Cricketer KL Rahul was the face of Beardo’s “Mooch (moustache) Month” in 2020. In October 2020 Beardo released a clever music video featuring KL Rahul along with Hrithik Roshan, Kunal Kapoor, influencer BeyouNick, and composer Binny Sharma, celebrating the “evergreen mooch”. Rahul’s clean yet stylish look helped connect Beardo with young sports fans.

By associating Rahul’s popularity with its grooming kits, Beardo further broadened its appeal. CEO Malhotra explained that month-long “mooch” events let the brand engage consumers in fun, topical ways while keeping the focus on Beardo’s edgy style.

• Yash

Star of KGF, Yash became a Beardo face in 2019. In April 2019, Beardo announced Yash as its brand ambassador, highlighting his success and style. Yash said he was already a fan who used Beardo products daily. Later in 2021, Beardo re-teamed with Yash for the digital film “For Beardos Only”. The advertisement (which celebrated moustaches) featured Yash glorifying a "Beardo club" of confident men.

Sujot Malhotra noted that Yash and Beardo have “been synonymous since 2019, the first time when Yash came on board”. In the ad, Yash urged men to “flaunt your mane”, reinforcing Beardo’s bold messaging. Such high-profile campaigns helped Beardo expand into South India and align with Yash’s massive fan base.

• Suniel Shetty

A veteran of action cinema, Suniel Shetty was an early Beardo celebrity backer. In 2017 Beardo announced Shetty as brand ambassador, even before Marico’s stake. Shetty, known for his tough-guy image, fit the brand ethos. He said he only endorses products he trusts, and the men’s grooming boom excited him. His presence lent instant credibility. Shetty’s endorsements and appearances (e.g., launching new Beardo lines) helped Beardo gain mass-market awareness in its first growth phase.

Influencer Collaborations and Viral Campaigns

Besides movie stars and cricketers, Beardo has worked with digital creators to ignite word-of-mouth. A notable example is the #WahKanda campaign (2020) for Beardo’s Onion Hair Oil Concentrate. Beardo teased a mysterious “kanda” (onion) on social media, then unleashed influencers to unravel the joke.

Popular YouTubers, influencers, and meme-makers like Nikunj “BeYouNick” Lotia, Bhuvan Bam, Harsh Beniwal, Amit Bhadana and Zakir Khan all shared posts and videos about the “kanda”. After days of buzz, the reveal, Beardo’s new hair-oil product, drove huge engagement. This stunt exemplified Beardo’s influencer marketing approach: creating viral content around product launches.

In addition to that viral hit, Beardo has worked with dozens of creators. Ashish Chanchlani and some other social media stars were featured in social media ads for Beardo’s grooming kits and oils. Overall, Beardo credits collaborations with over 300 influencers (across YouTube, Instagram, etc.) alongside its celebrity deals. These partnerships kept the brand in online conversations and helped it tap into younger, digital-native audiences.

Conclusion

Beardo’s use of stars and creators has clearly paid off: each celebrity campaign increased visibility and gave the brand a personality beyond its products. By aligning with popular figures, Beardo built instant trust and cultural relevance. Its story shows the power of combining bold brand messaging with the right ambassadors.

If you want to achieve similar growth, consider how influencer and celebrity endorsements could work for your brand. We can help you find the right celebrity for your brand and handle the connection. Contact us to get started.