Globally, there has been an increasing number of collaborations between beauty brands and famous personalities including ColourPop x Shayla, Inglot x Jennifer Lopez and Neutrogena x Kerry Washington. Over the last year, this trend has become popular in India with beauty brands collaborating with fashion designers and Bollywood celebrities.

In October 2018, L’Oreal Paris tied up with fashion designer Sabyasachi Mukherjee to launch L’Oreal Paris x Sabyasachi, a 21 piece limited-edition line of colour cosmetics. The curation was done keeping was done keeping in mind the eyes and the mouth, classic focus areas for colour cosmetics.

In December 2018, MyGlamm collaborated with celebrity designer Manish Malhotra to launch an exclusive cosmetic collection - Manish Malhotra Haute Couture Makeup. The collection features a 9-in-1 and 4-in-1 eye shadow palates, 12 lipstick shades and 18 nail polishes, and more.

In March 2019, MAC collaborated with Bollywood celebrity Disha Patani to launch MAC Shades of Disha Patani, a limited edition collection of lipsticks. Going forward, the trend is anticipated to strengthen with more brands roping in famous personalities to launch limited edition colour cosmetic lines.