Ranbir Kapoor has made his first major foray beyond acting, launching Flux Theory, a new shower and body-care brand created alongside Advay Jhunjhunwala and venture-building platform Think9. The Mumbai-launched brand marks Kapoor’s official entry into India’s fast-moving consumer goods (FMCG) sector as Founder.
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The Concept Behind Flux Theory
Flux Theory is built around the idea that a daily shower can be more than a functional ritual — it’s positioned as a moment to reflect on “who you want to be today.” Kapoor drew inspiration from his own acting career, where he has embodied multiple distinct personas over the years. “Every character I have played has stayed with me in some way… We change with the day, the mood and the moment, and that is the idea I wanted to build Flux Theory around,” Kapoor said.
Ranbir Kapoor’s Five Personality-Led Products
The brand has launched with five body washes, each tied to a distinct personality and skin benefit:
| Variant | Benefit |
|---|---|
| Lover | Moisturising, gold leaf & argan oil |
| Rebel | Exfoliating, charcoal-based |
| Dreamer | Hydrating foaming wash |
| Sport | Refreshing, detan gel |
| Sage | Purifying, deep-cleansing |
A Star-Studded Launch Film
The brand’s launch campaign features Ranbir Kapoor reprising five of his most iconic screen characters — Barfi, Bunny, Jordan, Ayan, and Shiva — brought together in one film to visually represent the brand’s core idea of embracing different sides of oneself.
Where to Buy
Flux Theory products are available on the brand’s own website, as well as major platforms including Amazon, Flipkart, Myntra, Tira, Zepto, and Instamart.
Why It Matters
With this launch, Kapoor joins a growing wave of Bollywood celebrities stepping into India’s booming personal-care and FMCG space, betting that star power combined with a fresh brand narrative can carve out space in a category traditionally driven by function over personality.
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