StarStruck by Sunny Leone

What StarStruck by Sunny Leone does

StarStruck by Sunny Leone is an India-based, direct-to-consumer cosmetics brand founded in 2018 by Indian-Canadian actress Sunny Leone. The company sells 250+ premium beauty products across lips, face, eyes, nails, and fragrances categories through its own Shopify-powered storefront at starstruckbysl.com, with INR pricing ranging from Rs. 79 (makeup remover wipes) to Rs. 2,799 (premium gift sets). Product formulations are positioned around clean beauty credentials: all SKUs are PETA-certified vegan and cruelty-free, free from parabens, mineral oil, D5, nano ingredients, talc, and UV filters, and enriched with ingredients such as Shea Butter, Jojoba Oil, Vitamin E, and Hyaluronic Acid. Differentiated product technologies include the Crystal Bubble Tech used in the Hydrating Lip Plumper Gloss and treatment-plus-cosmetic hybrids like the Hydrating Lip Oil with Vitamin-C.

The brand runs a pure DTC e-commerce model within India, supported by an Instagram presence (starstruckbyselfcare) and influencer collaborations, with no disclosed marketplace, retail, or international distribution. Manufacturing is fully outsourced to four India-based contract manufacturers (Jainam Invamed, Regi India Cosmetics, Viva Cosmetics, Kascap Glass), keeping the operating model asset-light. Revenue is generated through one-time product sales with promotional pricing (35-45% discounts across hero SKUs), free shipping above Rs. 500, and a free-gift incentive above Rs. 1,599. Customer segments are predominantly individual Indian women beauty consumers plus gift-set buyers, with no disclosed enterprise or B2B customers.

The company is privately held by Sunny Leone with no disclosed external investors, parent company, or funding rounds. Its sub-brand and product-line extensions include the BooBox tissue-holder lifestyle line and the travel-size Mini BFF Lipstick range. Strategic emphasis is on celebrity-driven brand awareness, clean-beauty compliance, and incremental SKU expansion into adjacent categories (fragrances, lifestyle).

Name

StarStruck by Sunny Leone

Legal name

StarStruck by Sunny Leone

Website

https://starstruckbysl.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

StarStruck by Sunny Leone is a privately-held, India-based direct-to-consumer cosmetics brand founded in 2018 by actress Sunny Leone, selling 250+ PETA-certified vegan and cruelty-free makeup, skincare-hybrid, and fragrance products through its own Shopify storefront.

Ownership category

akta.pro rank

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D, Infrastructure

Revenue model

1. Direct Product Sales: Direct-to-consumer sales of cosmetics and beauty products through e-commerce storefront. Products are sold at one-time purchase prices with occasional discounts and promotions.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

StarStruck by Sunny Leone is a celebrity-owned direct-to-consumer cosmetics brand that designs, formulates, and sells over 250 premium beauty SKUs across lips, face, eyes, and nail categories, including lipsticks, lip oils, lip plumpers, eyeliners, kajal, mascara, compact powders, primers, blushes, contours, highlighters, nail polishes, and curated gift sets. All products are PETA-certified vegan and cruelty-free, free from parabens, mineral oil, D5, nano ingredients, and talc, and enriched with nourishing ingredients. The brand sells exclusively through its own Shopify-powered e-commerce storefront (starstruckbysl.com) to Indian consumers at accessible premium price points, with manufacturing fully outsourced to third-party contract manufacturers in India.

Product overview

StarStruck by Sunny Leone is a direct-to-consumer cosmetics and beauty brand founded in 2018, offering over 250 premium beauty products across lips, face, eyes, and nails categories. The product portfolio centers on the Luxe Matte Lipstick line as the flagship offering, complemented by the travel-friendly Mini BFF Lipstick collection. The lips category encompasses the broadest range including lip oils, lip plumpers, lip liners, lip glosses, lip tints, and lip kits. Face products include compact powders, HD loose powder, primers, blush sticks, contour sticks, and highlighter sticks. Eye makeup features volumizing mascaras, colored eyeliners (pencils and liquids), waterproof kajal, and eye shadow palettes. Nail offerings comprise nail polishes in multiple finishes (pearl, shimmer, metallic, glossy, matte) plus top coats. Beyond cosmetics, the brand extends into lifestyle accessories including makeup pouches, brush sets, and the BooBox tissue box holder with built-in disposal bin. All products emphasize vegan, cruelty-free formulations with PETA certification, positioning the brand around clean beauty values.

Differentiator

Problem solved

Functional benefit

Brands

• BooBox: A smart and convenient tissue box holder designed to keep workspaces tidy and organized, featuring an integrated mini disposal bin.
• Mini BFF Lipstick

Products and services

• Luxe Matte Lipstick Highly pigmented matte lipstick enriched with Shea Butter and Jojoba Oil, providing one-stroke application with vibrant, long-lasting color and a suede finish; available in over 20 shades. Targeted at women consumers seeking premium everyday and occasion lipstick.
• Mini BFF Lipstick

Quantifiable outcome

• Over 250 premium products launched since 2018

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Sugar Cosmetics: India's leading D2C color cosmetics brand with a similar product mix across lips, eyes, face, and nails, sold through its own e-commerce storefront and offline channels. Direct competitor to StarStruck in the same Indian mass-premium segment.
• Kay Beauty by Katrina Kaif: Celebrity-founded Indian color cosmetics brand by Katrina Kaif offering lip, eye, and face products at accessible price points via D2C and Nykaa retail. Highly comparable celebrity-led business model and target customer to StarStruck.
• Faces Canada: Mass-market color cosmetics brand with strong Indian retail presence, offering lipsticks, eyeliners, foundations, and nail products at similar affordable price points to StarStruck.

Broad incumbents

• Nykaa (FSN E-Commerce Ventures): India's dominant beauty retailer with own-brand cosmetics (Nykaa Cosmetics) plus marketplace for hundreds of brands. Competes with StarStruck via its private label and shelf-space allocation decisions across D2C and offline retail.
• M·A·C Cosmetics: Global color cosmetics powerhouse with broad lipstick, eye, and face ranges. Sets the category benchmark for premium positioning that StarStruck's Luxe Matte line and other products target in the Indian market.
• L'Oréal Paris: Global mass-premium beauty giant with extensive color cosmetics portfolio distributed across India through retail and online channels. Competes for the same beauty-conscious Indian consumer at overlapping price points.
• Lakme (Hindustan Unilever): India's heritage color cosmetics brand with deep retail distribution and broad shade ranges. Competes directly with StarStruck across lip, face, and eye categories in the Indian market.

Regional players

• Lotus Herbals: Indian beauty brand with natural/herbal positioning offering color cosmetics and skincare primarily through Indian retail and online channels. Comparable in domestic-only focus and accessible price points.

Emerging players

• mCaffeine: Indian D2C caffeinated beauty brand with vegan/cruelty-free positioning and direct-to-consumer e-commerce focus. Comparable in clean beauty credentials and digital-first go-to-market motion.
• Plum (Plumgoodness): India-based vegan and cruelty-free beauty brand with strong clean beauty positioning, overlapping with StarStruck on ethical formulations while also extending into skincare categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Instagraminstagram.com/starstruckbyselfcare
• LinkedInlinkedin.com/company/starstruck-by-sunny-leone

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about StarStruck by Sunny Leone